Integrated Marketing Communications

Using LinkedIn to coordinate your marketing and grow your business

3 Parts:Integrated Marketing

LinkedIn basicsLinkedIn as the Hub

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Integrated Marketing Communications

Why bother to coordinate?Think about your day.

Do you get sidetracked? Do you forget to do something you

planned?Reinforce your message

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Marketing Initiatives

Website

Write letters promotions

Create Blog

Articles

Add events Announce new

productsservices

Social Media

Email Marketing

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What’s the sales process?• First, there’s a need• Begins with online search or networking function• Next step? LinkedIn • Find the right person (expertise)• Needs confirmation?• Consistency - email newsletter• Makes a call / start conversation

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Integrated Marketing Communications

Demonstrating your expertise is

essential to the sale, and is best done

over a period of time, in several

different venues.

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What’s involved?• Email marketing• Calls• LInkedIn• Social media posts• Blog articles• Email marketing• Networking• Announcements• Events • Website

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Demonstrating Expertise•Develop a strategy•Create an editorial •calendar•What is the topic(s) of interest for each month

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How do you get there?• Start with what you do• Add bit by bit• Get used to it and

add something else• Everything works together

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LinkedIn • A good place to play: 300 million members / business

professionals• 6.6 million/month in last 15 months• 50% of traffic via mobile by end of 2014• 91% of B2B marketers deliver content through LinkedIn• MOST of the traffic (90%) to blogs comes from Facebook,

Twitter and LinkedIn – which accounts for half of that traffic• If LinkedIn had a personality, you would maybe say that it was

quiet, professional and quite private

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LinkedIn is the Hub• LinkedIn – online networking• Be sure your profile is complete• What are your interests?• Use the site regularly to produce

business• Build your brand

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Your profile, photo and title• Complete profile – I need to know you’re serious.• Photo – without it, I don’t take you seriously.• Title: make it value based.

• Include “keywords”• Answer the question: “Why should I connect with you?”• Describe the value that you bring to the marketplace

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LinkedIn – Your summary• Build a concise, professional summary• Answer the question: How can I help you? Use your

background, expertise and accomplishments to tell people how you can help them.

• Make it short: 2-3 paragraphs and maybe a list (there is a limit 1700/2000 characters)

• Add a call to action – phone and email

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LinkedIn – Summary• SEO friendly content• Keywords and skills that best describe your

capabilities• What words would your ideal customer use to

find you?• Is your profile visible to the public or are you

using privacy settings

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Bulleted list – how do you help your clients?

List your specialties

Call to action

Summary

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SummaryCustomize your website listings – adding blogs and any other URLs

Add projects and images

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Skills & Expertise

A word about endorsements

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Get Business From LinkedInHow?• Build your network – connect. (Create Awareness)

• Build your reputation – Post info. (Engage) • Visibility increases.• LinkedIn Home. Pulse. Interests. Influencers

• Get referrals/sales – Prospect finds you. • Who’s viewed?• Search / Advanced search• Takes another step. Signs up for e-newsletter.

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Home

Who’s Viewed?

News

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From My Home Page

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Who’s viewed?

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LinkedIn Pulse

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Influencers

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Channels

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Publishers!

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Interests

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Searching Contacts

• Sort Recent Conversation

• Sort by Connection or All Contacts

• Search field

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Tagging Contacts• You can tag your

contacts• Keywords that help

organize and sort your contacts

• Sort by Connection or contact

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Using Tags• You can tag your

contacts• Network / contacts• Here’s my list

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Using Tags• You can filter your

contacts• By company,

location, title, also by tag

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Using Tags• Filter by Tag• My tags

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Using Tags• Filter by Tag• My tags• Filter by BNI

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Using Tags• Filter by Tag• My tags• Send message

to BNI• Allows only my

Contacts (1st)• Group

message

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Notes on Contacts – a kind of CRM

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Engaging your audience

• Homepage• "Who's Viewed Your Updates“• Tracks views, likes, and

comments across all updates you posted in the last 14 days.

• Tells me whether or not I am engaging my audience

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Free or Paid Account?

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How to create a company pagehttp://marketing.linkedin.com/get-started

• Member of your company has to create your page – or someone with the same URL in the email address (email domain must be specific).• Online video on how to set up a company page• Step by step process, asks questions, you upload

image and logo

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Company Pages• Create a company profile • Add your specific skills• Website, industry and whether public or private• Spotlight customer recommendations • Optional: add a career page • Post to the company page regularly• Link from your profile to your company page

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Questions?