HOW TO USE LINKEDIN TO PROMOTE YOUR BUSINESS - KAREN KIMERER ASSOCIATE DIRECTOR KEYPOINT INTELLIGENCE - INFOTRENDS - RICOH BUSINESS BOOSTER
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How to Use
LinkedIn to
Promote Your
Business
Karen Kimerer
Associate Director
Keypoint Intelligence – InfoTrends
Event Host
Welcome!
Brian Dollard
Director
Commercial & Industrial Printing Group
Ricoh USA, Inc.
Business Development Webinar Series § Survey Says… Small and Medium-Sized Businesses Offer Big Opportunities! Tuesday, February 27, 2018 2:00 – 2:30 p.m. EST § How to Use LinkedIn to Promote Your Business Wednesday, March 14, 2018 3:30 – 4:00 p.m. EST § Tips for More 5th Color Sales Wednesday, April 18, 2018 3:30 – 4:00 p.m. EST
Ricoh Business Booster Extras § Link to replay Webinar § PDF of Slides § Special Report: Using LinkedIn to Promote Your Business § www.ricohbusinessbooster.com
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Today’s Speaker
Karen Kimerer
Associate Director
Keypoint Intelligence – InfoTrends
Topics § Why LinkedIn? § LinkedIn: Your Publishing Platform § LinkedIn: Company Page vs. Personal Profile § Reaching Your Audience § Recommendations and Resources
Why LinkedIn?
Shape Due Diligence
Website
Referrals
Social Media
LinkedIn
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 44.8%
Increase sales of value-added services 39.7%
Increase margin on products sold 36.2%
Increase sales of new print-related products 31.0%
Decrease reliance on sales team by increasing online
15.5%
orders
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 2016Why 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 PlaybookBuyers 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!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 SolutionsBetter 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
Logo images drive six times
6X more traffic to company pages
Source: Business (www.linkedin.com/marketing-solutions/company-pages/best-practices)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 e-mail messagesFind 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-NDBuild 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
LinkedIn Groups § Be Active § Be Educational § Be Relevant § Be Smart
LinkedIn: Your Company Publishing Platform
LinkedIn: Your Publishing Platform
§ Publishing content enables you to:
— Expand your brand Use LinkedIn analytics to
determine hot topics and
— Connect with your network
who is reading and
engaging with your content
— Build trust
§ Your post reaches everyone in your first degree
network
§ Receive Likes, Shares, and encourage commentsKey Benefits
§ Create and Strengthen
Dialogue
§ Gain More Exposure
§ Increase FollowersCreate 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 KaganCreate Content to Drive Results (2)
§ Thought-provoking content
§ Eye-catching imagery
§ Encourage engagementLinkedIn: Company Page vs. Personal Profile
Which One… Or Both?
Company Page Personal Profile
§ Everyone can follow § Each employee has his
you own network and
§ Ability to use manages it
sponsored/promoted § Access to groups
content
§ Connect your employees § Send personal messages
§ SEO-friendly § Content is about the
person’s accomplishments
and impactPersonal 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 PlaybookReaching Your Audience
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 65.5%
Attend the Same Events as Our Customers 56.9%
e-Mail Marketing 56.9%
Sponsorships 53.4%
Signage 51.7%
Direct Mail 51.7%
Exhibit at Tradeshows 48.3%
SEO 46.6%
Internet Advertising 41.4%
Print Advertising 39.7%
Yellow Pages Advertisements 6.9%
Other 8.6% 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 2016More than One Audience?
Resources
§ Getting Started With LinkedIn
https://business.linkedin.com/marketing-solutions/company-pages
§ Creating a LinkedIn Company Page
https://www.linkedin.com/help/lms/answer/710
§ Company Pages; Frequently Asked Questions
https://www.linkedin.com/help/lms/answer/1561
§ LinkedIn Company Pages Playbook
https://business.linkedin.com/marketing-solutions/cx/17/06/the-
linkedin-company-pages-playbook
Source: LinkedInQ&A Any Questions?
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! — http://www.ricohbusinessbooster.com/webinars
Thanks for Joining Us! Info@ricohbusinessbooster.com
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