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Presented by Joel Don, Community Manager ISA, Founder Comm Strategies Can you use LinkedIn to prospect, promote, and sell products and services? The answer is yes as long as you remember that leveraging LinkedIn for sales is no different than traditional marketing strategies. LinkedIn is different from other social channels, such as Facebook, Twitter, and Google Plus. It is a social network for professionals and people. And the focus is business. This presentation from the ISA Marketing & Sales Summit in September 2013 offers seven key tips for maximizing LinkedIn for sales and marketing, with a drill down on steps you need to take to enhance your public profile and engage with the LinkedIn community. The key to the LinkedIn success equation is to focus on how you show up, what you share and how you share,
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Tip #1Clean up your act
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Your ability to (successfully) attract, persuade and close on LinkedIn is “linked” to your profile. You are one click away from business … or a click-through.
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Tip #2Stop sellingStart sharing
The LinkedIn Equation:◦How you show up◦What you share◦How you share
Buymy
product!
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Updates are press releases Create a robust profile; complete every
profile field Use a professional photo Don’t forget the headline Include websites or links (up to 3) Polish summary
◦ experience (employment history + accomplishments)
◦ specialties◦ skills/expertise (endorsements)◦ education◦ organizations
Tip #3Update your profile … often
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Profile Deep Dive
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Broadcasts
Competitive issues Current employer Prospecting
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Your Feed View
Connections = 1st degreeNetwork = 1st + 2nd + 3rd
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Your LinkedIn “Cookies”
Reveal ID to companies Job/career hunting Recruiting
Reveal ID to companies Job/career hunting Recruiting
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LinkedIn Reveals
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Revealing Your Connections
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Visibility
Connections = 1st degreeNetwork = 1st + 2nd + 3rd
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Look for Patterns
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LinkedIn’s SEO Juice
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Status Updates
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Tip #4Group Strategy:Think: “Discussion”
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Company Page or Group?
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Join maximum 50 groups Groups enable backdoor email access (skip InMail
or “Introductions”) Sections:
◦ Discussions◦ Promotions◦ Jobs (LinkedIn paid listings)◦ Jobs Discussions
Read the Group Rules before posting Every group set specific posting and moderation
policies◦ Manager and/or member moderated◦ Section policies◦ New member and new LinkedIn account policies
Groups Deep Dive
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Post Types
Questions Ideas Issues Trending topics Interesting articles (say
why) Technical tips News Advice
Webinars White papers Products Meetings Conferences Events Services
Discussions Promotions
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Tip #5Details Matter
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Group Goal: Discussions
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Avoid exceeding 130 characters Start a discussion = headline and
link to full post Add more details = supporting text Add link to “Attach a link” field
◦ Grabs summary of post/article◦ Resolves post illustration graphic
If You Post It, Will It Fit?
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Maximize Post Fields
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Objective: Call to Action/Engagement
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Objective: Call to Action/Engagement
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Tip #6Reduce friction
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“a leader in building automation and security”
Tip #7Master the indirect sale
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LinkedIn Selling Cycle
Discussions
Engagement
ReputationLinkedIn Profile
Company(Products &
Services)
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Bonus TipDon’t get derailed
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Most groups set to be moderated by managers and members
Post to the appropriate section Flagging = brand diminished with min 2
members New LinkedIn policy on members that are
blocked Blocked: “Requires Moderation” in all
groups (aka LinkedIn jail)
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Focus on Discussions◦ Deliver LinkedIn “business card” & engage
Multiple group posting/same content◦ Risks: cut, paste & run profile
Promotions: Watch post frequency Sell reputation & resource first; then products
or services Make every post an opp to engage, discuss Endorsements = poke
◦ Shortcut for recommendations◦ Poke who you know; not sales/marketing strategy
Summary
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Q & A
Joel DonISA Community Manager@[email protected]
public relations + social media + reputation enhancement