How to Use LinkedIn to Promote Your Business. Karen Kimerer. Associate Director Keypoint Intelligence InfoTrends

Transcription

1 How to Use LinkedIn to Promote Your Business Karen Kimerer Associate Director Keypoint Intelligence InfoTrends

2 Event Host Welcome! Brian Dollard Director Commercial & Industrial Printing Group Ricoh USA, Inc.

3 Business Development Webinar Series Survey Says Small and Medium-Sized Businesses Offer Big Opportunities! Tuesday, February 27, :00 2:30 p.m. EST How to Use LinkedIn to Promote Your Business Wednesday, March 14, :30 4:00 p.m. EST Tips for More 5th Color Sales Wednesday, April 18, :30 4:00 p.m. EST

4 Ricoh Business Booster Extras Link to replay Webinar PDF of Slides Special Report: Using LinkedIn to Promote Your Business

5 GoToWebinar: Attendee Participation Your Participation Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial using the information provided Submit questions and comments via the Questions panel Note: Today s presentation is being recorded. The recording will be provided within 48 hours.

6 Today s Speaker Karen Kimerer Associate Director Keypoint Intelligence InfoTrends

7 Topics Why LinkedIn? LinkedIn: Your Publishing Platform LinkedIn: Company Page vs. Personal Profile Reaching Your Audience Recommendations and Resources

8 Why LinkedIn?

9 Shape Due Diligence Website Referrals Social Media LinkedIn

10 Top Sales Priority What are the top priorities for your sales team in the coming year? Find new customers 72.4% Sell more to existing clients 58.6% Increase retention of existing clients Increase sales of value-added services Increase margin on products sold Increase sales of new print-related products 44.8% 39.7% 36.2% 31.0% Decrease reliance on sales team by increasing online orders 15.5% Other 1.7% Three Responses Permitted 0% 20% 40% 60% 80% N = 58 Respondents Reporting Double-Digit Growth Source: Best Practices of High-Performance Print Sales Organizations, InfoTrends 2016

11 Why LinkedIn Works More than 313 million members in over 200 countries and territories Professionals are signing up to join LinkedIn at a rate of more than two new members per second Source: LinkedIn Playbook

12 Buyers Want More! Thought leaders that offer a unique, valuable perspective on the market Innovative ideas Examples of best practices A unique customer experience Only 14% of customers perceive a real difference between supplier offerings AND value the difference enough to pay for it!

13 LinkedIn: A Competitive Advantage 1. An Opportunity for Better First Impressions 2. Connections with the Right Audience 3. Builds Strategic Partnerships 4. Enables You to Stand Out as an Industry Expert Source: LinkedIn Marketing Solutions

14 Better First Impressions Solve the problems of your audience and address their concerns Showcase life inside your company Exhibit the look and feel of a customer experience 6X Logo images drive six times more traffic to company pages Source: Business (

15 Attract and Engage New Employees Lead with keyword-rich words in your company profile LinkedIn platform uses intelligent targeting, so your jobs are seen by the most relevant candidates Cultivate your brand as an employer to find the best active/passive candidates 79% of your company page followers are interested in the job at your organization 62% are more likely to respond to your messages

16 Find and Connect Select YOUR targeted audience Use keywords in your company page name to enable better search results Add a LinkedIn follow button to your website This Photo by Unknown Author is licensed under CC BY-NC-ND

17 Build Partnerships 72% of B2B buyers use LinkedIn to share important information Create a persona for ideal partnerships Partner size and reach What do you want from the partner? What DON T you want from a partner? Build a network of referral partners or strategic partners to send you strong referrals

18 LinkedIn Groups Be Active Be Educational Be Relevant Be Smart

19 LinkedIn: Your Company Publishing Platform

20 LinkedIn: Your Publishing Platform Publishing content enables you to: Expand your brand Connect with your network Build trust Use LinkedIn analytics to determine hot topics and who is reading and engaging with your content Your post reaches everyone in your first degree network Receive Likes, Shares, and encourage comments

21 Key Benefits Create and Strengthen Dialogue Gain More Exposure Increase Followers

22 Create Content to Drive Results (1) Question Posts: LinkedIn posts where the headline poses a question perform poorly How Posts: These posts perform best across the board in terms of LinkedIn Publishing metrics List Posts: These posts perform well, getting slightly more post views, post likes, LinkedIn post comments, and LinkedIn Shares than non-list posts Make your content readable for an 11-year-old Publish your LinkedIn posts on Thursdays Source: Sumo.com; Noah Kagan

23 Create Content to Drive Results (2) Thought-provoking content Eye-catching imagery Encourage engagement

24

25 LinkedIn: Company Page vs. Personal Profile

26 Which One Or Both? Company Page Everyone can follow you Ability to use sponsored/promoted content Connect your employees SEO-friendly Personal Profile Each employee has his own network and manages it Access to groups Send personal messages Content is about the person s accomplishments and impact

27 Personal Profiles Employees have their own network of influencers Shared content links back to your brand Your company is viewed as employing knowledgeable people Source: LinkedIn Playbook

28 Reaching Your Audience

29 Engage with Customers on a Personal Level Which of the following do you use to attract new customers to your business? Direct Sales Website Social Media Attend the Same Events as Our Customers Marketing Sponsorships Signage Direct Mail Exhibit at Tradeshows SEO Internet Advertising Print Advertising Yellow Pages Advertisements Other 6.9% 8.6% 65.5% 56.9% 56.9% 53.4% 51.7% 51.7% 48.3% 46.6% 41.4% 39.7% Three Responses Permitted 0% 20% 40% 60% 80% N = 58 Respondents Reporting Double-Digit Growth Source: Best Practices of High-Performance Print Sales Organizations, InfoTrends 2016

30 More than One Audience?

31 Resources Getting Started With LinkedIn Creating a LinkedIn Company Page Company Pages; Frequently Asked Questions LinkedIn Company Pages Playbook Source: LinkedIn

32 Q&A Any Questions?

33 Next Up: More Knowledge Booster Webinars Tips for More 5th Color Sales, April 18, 2018, 3:30 4:00 p.m. EST Sign Up Here!

34 Thanks for Joining Us!