Linked In For Business Growth Oct2012

Using

For Business Growth
Presented by Paul Bourdillon (IRUN)

Today’s Workshop
• Intros: Attendee Objectives / Challenges

• Why use Social Media? Why Linked In?

• Examples of Business Successes via Linked In

• Review your Business & Marketing Goals

• Who am I trying to target?

© Paul Bourdillon Irun Canterbury 2012

Today’s Workshop
• Setting up an account & profile

• LinkedIn Etiquette

• Groups, Events, Ads, Discussions, Answers

• What else should I be doing?

• What Next?


Introductions
• 60 second ‘elevator’ pitch (USP’s)
– Why do business with us
– What do we accomplish for people?
– Problems solved
– Emotions resolved
– Benefits provided

• Attendee Objectives for today / Challenges


Summary (Marketing Mix)
Direct Mail P.R.
Field Mktg. Joint Ventures

Networking Teleseminars
Good Website is
Testing & critical Exhibitions
Measuring & Events

Social Print
Networking Advertising

Social
Bookmarking SEO

Multi-Media Blogging

Website
Email Mktg. Optimisation
Link Strategy PPC/Banners


Marketing Stats


Why Use Social Media?
• Social Media can … spread your brand ‘virally’
• Helps bring clients to you (‘pull’ marketing)
• … (if used properly) help you or your brand
stay ‘top of mind’ with your ideal prospects
and customers
• If you have a relationship, when they’re in the
market, you’re in contention and you’re above
others who don’t

Why Use Social Media?

• Get to know other local businesses
• Learn from others Worldwide
• Share your ideas and experience
• Find new suppliers
• Find new customers (Sales!)
• Find new employees
• Be FOUND on the search engines!


Social Media Comparisons


Social Media Stats
• 42% of UK SMEs are successfully using business social networks to
find new customers [Source: Regus, June 2011]

• 65% of UK SMEs believe that marketing must now use social
networks, in addition to traditional marketing techniques, to be
successful [Source: Regus, June 2011]

• 87.3% of UK consumers sometimes or always read reviews
before purchasing


Social Media Stats
• 26% of UK SMEs are using Facebook to promote their business
[Source: YouGov survey, October 2011]

• 25% of UK SMEs are using LinkedIn to promote their business

• 21% of UK SMEs are using Twitter to promote their business

• 10% of UK SMEs are using YouTube to promote their business


Benefits of Social Media
• closer customer contact – create and maintain a public dialogue
with existing customers, new customers, your competitors and
suppliers.
• improves your online reputation - show your business to be
progressive, proactive and interested in customers – for a negligible
cost.
• search engine rankings – search engines like Google like the links
to your website, you can get more links using social media, helping
to improve your ranking.
• fast - immediacy of email
• cheap - low cost base.


Problems with social media

• Handled badly, it can create a PR
crisis.
• Which ones do we use?
• Let’s get started!


Why LinkedIn?

• 175m+ professionals around the world (as of
August 2, 2012

• 39m+ members in Europe (June 30)

• 10m+ members in the UK (Sept 17)


Facts About LinkedIn
• All 2011 Fortune 500 companies have executives that are
LinkedIn members

• Linked In’s corporate hiring solutions are used by 75 of the
Fortune 100 companies

• More than 2 million companies have LinkedIn Company Pages

• LinkedIn represents a valuable demographic for marketers
with an affluent & influential membership


More Facts About LinkedIn
• Professionals are signing up to join LinkedIn at a rate
that is faster than two new members per second.
• More than 2 million companies have LinkedIn
Company Pages.
• 131 million unique visitors in June 2012, making
LinkedIn the 26th most visited website in the world.


Why Use Linked In?

• Get to know other local businesses
• Learn from others Worldwide
• Share your ideas and experience
• Find new suppliers
• Find new customers (Sales!)
• Find new employees
• UK Companies on LinkedIn


IRUN and LinkedIn
Corporate Policy & Strategy

• All members are to have an account
• Use this to publish events and market
• For clients that sign up to our web
management services, use to support
marketing strategy
• Company account / profile


Examples of Local Successes
• IRUN Canterbury’s latest Linked In success -
just asked for an SEO quote directly as a result
of a new connection made on Linked In.

• I met an IFA at BoB Networking, asking about
Linked In and our Social Media and Internet
Marketing services.

• He was excited at meeting, on Linked In, a new
Business Rescue / Insolvency Practitioner to
refer his clients to.

• Turns out it’s our client, and we created
the Linked In updates that found him!

Setting Up an Account
• Go to www.linkedin.com


Basic Settings
• Edit your profile
• Add your picture
• Manage your account settings


Improving and Optimising Your Profile

• Select a profile headline that is keyword rich
and says what you do and not who you are
• Make your profile ‘public’ so Google can see it
and prospects can read it
• Add descriptions to your 3 websites
• Use keywords wherever possible
• Connect to your Twitter account and even a
blog
• Ask for Recommendations © Paul Bourdillon Irun Canterbury 2012

Connections


LinkedIn Groups
• Join relevant groups in your sector, and your target
audience sectors
• A group gives you a reason to connect (required by
LinkedIn)
• Use other people’s groups to find relevant people
you may be interested in connecting with
• As the number of connections grows, create your
own groups to engage, segment connections and
connect with them appropriately.

Publish your Events


LinkedIn Pay per Click Ads

• Like Google and
Facebook PPC
• Only pay when
someone clicks
• Target your ads


Setting Up Direct Ads


Target Your Ads & Measure


Discussions / Answers


New… Endorsements
Some more info about Endorsements


Other Tools & Facilities


3 Steps To Success on
LinkedIn:

Start Exchange Build
Conversations Information Relationships


Social Media - Measuring ROI
• Is time spent on social networking a cost or an
investment?
• It depends on the results
Recommendations:
• Nonfinancial impacts (website traffic)
• Financial data (advanced Analytics)
• Plot social media activity against sales
revenue, transactions, new customers, loyalty
data and market research

Strategy
• Set objectives (Business & Marketing
objectives)
Q: Who are my ideal customers?
A: Revisit your P&L --> bottom line
– Local clients
– National
– International
– What size & sector?


Do's and Don'ts
• Do
– Ask questions
– Answer Questions
– Post Interesting posts of others’
– Engage
• Don't
– Try to sell all the time
– Be spammy
– Be dull
– Let LinkedIn consume you!


Linked In Etiquette

1. Don't say yes to an invitation from a person you don't really know
(or have some connection with).
2. ALWAYS personalise an invitation to reflect where/when/how you
met or the common ground or reason you wish to connect. Make it
easy for the person to remember you and accept your invitation.
3. Don't send invitations to people who don't know you.
4. Don't put your email address under your name on your profile.
5. When you send an invitation, don't apologise.
6. Remind me how I know you.
7. Think about LinkedIn from the other person's perspective.
8. Keep things a little informal.


Linked In Updates

• To Sell or Not to Sell?
• Services & offerings
• Start conversations
• Ask questions
• Take a few minutes to think about a short-
list of questions you might ask


Linked In Updates

• Answer questions
• Enter conversations, give informed
opinions
• Don’t be inflammatory
• Repost topical information & events
• Special offers & guarantees
• Take a few minutes to think about a short-
list of topics & events to post

Measure Your LinkedIn KPI’s
• Number of connections (as long as they are
meaningful)!
• Direct enquiries
• Sales
• Website visits - Google Analytics
• Advanced Analytics – Goals / Sales


What else should you be doing?


BoB – Best Networking Format
• It combines the best of all the other networking
organisations

• It is professional, business-focussed, friendly,
enjoyable, promotes your business, regular, not too
regular, affordable, excellent web presence,
structured but not too strict.

• If you’d like an invitation to visit (Canterbury,
Ashford, Maidstone, or other areas), let me know.


Start a Blog – Wordpress.com


Facebook page for fans


FaceBook page for fans


Hootsuite.com
• Can manage multiple accounts

• On multiple social networks

• Integrates Twitter, Facebook, LinkedIn, Blog
etc into one panel.


Summary (Blended Optimisation)
Direct Mail P.R.
Field Mktg. Joint Ventures

Networking Teleseminars

Testing & Exhibitions
Measuring & Events

Social Print
Networking Advertising

Social
Bookmarking SEO

Multi-Media Blogging

Website
Email Mktg. Optimisation
Link Strategy PPC/Banners


Successful Web-Marketing…
Multi-Media
Social Media Website Updates:
Marketing Photos / Search Engine
Video / Blog Marketing
Feedback, Service
Improvement, Ref
errals 1. Lead Generation
Attract Best Potential
4. Referrals Clients to your Social Media
Reminders and Ask for Marketing
Website
Reasons to Referrals & Testimonials
Return to the (SE-dynamic)
Website
An Effective
Website That
Regular
Answers Their
Feedback Problems
Growth
E-NewsLetters An Effective
3. Retention 2. Conversion Website that
Retain Your Impress Website Inspires &
Current Visitors, Get them to Facilitates
Professional
Clients Longer Buy or Make Contact Enquiries
Ongoing
Communications
Social Media
Social Media Multi-Media Integration
Activity: Engage Clients Website
Facebook, T and Prospects on Updates: Photos
witter, Linke Website / Video / Blog
d In

Super Six of Internet Marketing

1. Effective Business Website Design
2. Effective Search Engine Marketing (getting you on
page 1 on Google)
3. Customer Relationship Management (contact
database & email marketing)
4. Referral, Feedback & Testimonial System
5. Social Media (the most versatile, today’s focus)
6. Web Management (testing, measuring, reporting,
implementing ongoing web strategy)


What Next?
• Please complete our Feedback form

• Let us have your email address so we can send you a link to
this presentation

• Register your account and start using it, find me and connect!

• Or email me back with your LinkedIn username, I will connect

• Contact IRUN for further support


A Bit About Irun
• Business development specialists who take the
complexity & pain out of Internet
Marketing, harnessing it to grow your business.
How?
– Business Website Design & ECommerce
– Search Engine Marketing & Optimisation
– Customer Databases & Email Marketing
– Social Media Marketing
– Referral System (collects Feedback, Testimonials & Referrals)
– Ongoing Web Management

• Clients large and small UK wide including Holiday Inn
Express, Abacus Accountants,
and Thames Water

A Bit About Irun

Special Offers for Today
• One to one, 60 minute Social Media & Internet
marketing clinic. Normally £180. Offer £90 (ex vat)

• Develop and manage your Social Media account(s).
Normally £250 per month.
Offer £199 per month (ex vat)

• Or if your website needs an overhaul arrange an
appointment with one of our team


Any Questions?


Linked In For Business Growth Oct2012

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