Don't Be Your Own Weakest Link: A LinkedIn Primer for Success

Don’t Be Your Own Weakest Link: A LinkedIn Primer for Success

presented by Lorana Price, CEO Holy Cow Branding

© 2012 Holy Cow Branding. All rights reserved.

@LoranaPrice @HolyCowBranding

In/LoranaPrice

#HolyCowSpeaks

© Holy Cow Branding, Inc. All rights reserved. Title of the Presentation

Social Media Myths


“My customers don’t use social media.”

“Social media is a fad.”

“Social media is great for B2C companies, but not B2B.”

“Only young people use social media.”

“If I use social media, I’ll have to tell them silly personal things.”

“No one really cares about what I’m doing.”

“I’ve got more important things to do than to play on the internet all day.”

Fact The Internet has fundamentally changed the way people find, discover, share, shop & connect.


Social Media Fairy Tales


Social media is free.

You don’t need a plan, just say something.

You have to be on as many social media sites as possible.

If people aren’t talking about my posts, it’s not working.

© 2012 Holy Cow Branding, Inc. All rights reserved.

Inbound marketing costs 61% LESS per lead than traditional, outbound marketing.

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Outbound Average Cost Per Lead: $346

Inbound Average Cost Per Lead: $135


57% 62%

52%

44%

0%

20%

40%

60%

Company Blog LinkedIn Facebook Twitter

Inbound marketing tactics

They generate revenue. ACQUIRED A CUSTOMER THROUGH THIS



The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011.

SOURCE: ABERDEEN RESEARCH, MARCH 2012


Social media helps B2B marketers improve search results.

26%

40%

45%

48%

Influence keyword purchases

Influence organic SEO

Increase page rank

Driving inbound links

SOURCE: BTOB MAGAZINE, JULY 2010

Fact Social media is not a fad. It’s a revolution that’s here to stay.


Social media & blogs generate real customers.

57% 62%

52%

44%

0%

20%

40%

60%

Company Blog LinkedIn Facebook Twitter


% O

F CH

ANNE

L U

SERS

WHO

ACQ

UIRE

D A

CUS

TOM

ER T

HROU

GH T

HIS

CHA

NNEL


Fact The more keyword-rich content you create, the more Google will love you… even on LinkedIn.


© 2012 Holy Cow Branding. All rights reserved. Don’t Be The Broken Link © 2012 Holy Cow Branding, Inc. All rights reserved.

LinkedIn drives the most customers to B2B.

65%

55%

43% 40%

0%

20%

40%

60%

80%

LinkedIn Company Blog Facebook Twitter

THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.



Quick Facts


Average User:

44 Yrs 1 New User Joins Every

Second + 17

Million Members in Groups

Sources: dominymedia.com, linkedin.com

Used by 120 +

Million

1.2 Million Comments per Week

2 Critical Points

© Holy Cow Branding, Inc. All rights reserved.

You’re Networking: 1.  Give and receive information to

foster relationships. DON’T SPAM.

2.  Don’t use direct selling. Know. Like. Trust.

Develop Wicked Profiles


Be Interesting: 1.  Have a complete profile.

2.  Integrate Applications.

3.  List skills and/or products and

services.

Look Beyond Your Profile


Be Proactive: 1.  Use Advanced Searches to find

people in your target audience.

2.  Browse your network regularly.

3.  Use Saved Searches to get weekly lists of new prospects.

Engage.


Be Active: 1.  Contribute to the right groups.

2.  Answer questions.

3.  Share information.

Fact LinkedIn is for companies, too.


© 2012 Holy Cow Branding. All rights reserved. Don’t Be The Broken Link

Promote.


Educate & Inform: 1.  Give insight into your company.

2.  Position your company.

3.  Develop a strategy for updating

content.

Grow.


Generate Leads: 1.  Answer questions 2.  Join groups your prospects

participate in 3.  Publish content; make it easy to

share

Special thanks to HubSpot for the research and graphs used

in this presentation.


Connect With Me @LoranaPrice

@HolyCowBranding In/LoranaPrice

#HolyCowSpeaks

www.holycowbranding.com

Thank You!

Education

Don't Be Your Own Weakest Link: A LinkedIn Primer for Success