LinkedIn

LinkedIn is a “niche” social network targeting professionals, with the goal of connecting businesses with potential partners and employees. Because it’s focused on professional people, the user demographics are skewed toward older and well-educated career-minded people. LinkedIn is more serious than Facebook or Twitter, and users will expect to see serious, professional, and information content. Though the network has a significant number of users (about 250 million), the typical user is not as active as the typical user of other social networks – for example, 75% of LinkedIn users spend fewer than 4 hours each week browsing the site.

When Does LinkedIn Marketing Work?
This works well if you are in a B2B environment and relationships drive your sales. There are two general strategies - building a LinkedIn presence, and leveraging that presence to creating.

Use "LinkedIN Prospecting" to create leads
"LinkedIn prospecting" is all about getting your message to the right people. Some people compare it to email marketing. I would disagree. There are very large differences
- It's socially accepted,
- the response rate is much, much better (often 10-20% compared to 0.1% for bulk email),
- email marketing is a numbers game. With LinkedIn, you need to understand whom to target.

But, there's always a tradeoff - LinkedIn is more expensive way (based on cost / impression) to contact people then sending out bulk emails.

The LinkedIn Prospecting process is as follows:
  • Figure out whom your target demographic is
  • Determine, and accurately articulate what the "market pain" is that you solve
  • Decide what your "unique selling proposition" is
  • Finalize messaging
  • Contact people in your target demographic via inmail.
  • Check response rate.
  • If it' les then 5%, then go back, and work on the steps above.
  • Build relationships and sell to the people that respond to your inmail.
  • If the conversion rate on leads is lower the 10%, then we need to go back, and review the first 5 steps to make sure we're contacting the right people, and with the right messaging.

LinkedIn prospecting will not work unless you already have a solid LinkedIn presence. I've included the "prospecting" section first, because prospecting is generally how you make money on LinkedIn. But, it's not effective until you're built a solid profile and reputation. Here's how you can make yourself into a celebrity on LinkedIn.

Connect with Associates. Be a celebrity. Get Noticed by Google.
LinkedIn is a good way to establish credibility, connect with your existing business relationships, see if your associates can help you grow your own network. This area of LinkedIn involves creating a visible profile that impresses both Google, and people that don't know you yet.

Here's how we help you be famous on LinkedIn.
Step #1: Create a informative an engaging company page.
Step #2: Connect with everyone you already know that is on LinkedIn
Step #3: Create great groups (that are public and visible to Google) around your products.
Step #4: Create great discussions in these groups. Be seen as a leader in the field.
Step #5: Make regular posts to your company page, and connect with your associates. Ask if you can help.

Why Does this work?
This buzz creates visibility and credibility. When done right, visibility and credibility create sales (and traffic from Google which is a nice side benefit).

One of the most powerful features of LinkedIn is “LinkedIn Groups” which allows people and businesses within the same industry or with similar interests to join in conversations within the group. We’ll help you use this space to share content, answer questions, establish your business as an industry expert, and make contacts or identify leads (and remember, some of the content you publish can include links back to your site and – as it gets shared by others in the group – can create more social buzz for your brand).

Who should have LinkedIn page? Because of the nature of LinkedIn, it is a better network for B-to-B companies than it is for B-to-C.

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