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5 Steps to Successfully Market Your Brand on LinkedIn
November 2012
©2012 LinkedIn Corporation. All Rights Reserved.
Alicia Tyree Social Media Consultant
©2012 LinkedIn Corporation. All Rights Reserved.
TYREE 2012
Five steps to success
1. Set up your company page
2. Source content
3. Post Company Status Updates
4. Amplify your message
5. Analyze and refine
©2012 LinkedIn Corporation. All Rights Reserved. 3
TYREE 2012
Crafting a compelling company
presence
Step 1: Set up your LinkedIn Company Page
©2012 LinkedIn Corporation. All Rights Reserved. 4
©2012 LinkedIn Corporation. All Rights Reserved.
Your Company Page is your brand’s central hub
on LinkedIn
TYREE 2012
Status updates and
mobile
Express Your Brand
Use an eye-catching
image that represents
your brand
Provide a great
narrative
SEO friendly pages
allow for keyword
optimization
Products and
Services tab Company Overview
Page
Tell your story
©2012 LinkedIn Corporation. All Rights Reserved. 6
Showcase Your
Offerings
Spotlight your
products, services,
and specialties
Upload relevant
content
Collect product
endorsements
Reach Your
Audience
Status updates can
be shared and
featured
Company Pages
appear on our mobile
and iPad apps
TYREE 2012
Developing and sourcing
engaging content
Step 2: Source content
©2012 LinkedIn Corporation. All Rights Reserved. 7
TYREE 2012
Sourced
Content created by
someone at your
company
Examples:
Informative blog
posts, stories from
your newsletter,
videos from your
YouTube channel
Linked Unique
The three types of content
©2012 LinkedIn Corporation. All Rights Reserved. 8
Content you link to
from outside
sources
Examples: News on
industry trends that
you curate from
industry blogs and
LinkedIn Today,
industry whitepapers,
infographics
Content you’ve
commissioned or
co-created
Examples: Customer
testimonials, articles
written by successful
partners, links to
Group discussions on
other forums
©2012 LinkedIn Corporation. All Rights Reserved.
What LinkedIn members want
68%
Want to receive
relevant news
or articles from
companies
43% Want a sneak
peek at new
products and
services
©2012 LinkedIn Corporation. All Rights Reserved.
More content tips
LinkedIn users want
to see brands that
help them…
1. Improve themselves professionally
2. Help them to make business decisions
3. Give advice/recommendations
Keep your content informative and
insights-focused
Updates should be friendly, not sales-y
If you post company news, keep it
member-centric
Link to webinars, white papers, newsletter
and event sign-ups
TYREE 2012
Scheduling and structuring your
updates
Step 3: Post Company Status Updates
©2012 LinkedIn Corporation. All Rights Reserved. 11
©2012 LinkedIn Corporation. All Rights Reserved.
Structuring your Status Updates
Status updates with links promote
more Follower engagement
Keep it brief
Post every day, at least once
Time of day matters; think coffee & couch
Link to great content
45% Higher
Engagement
©2012 LinkedIn Corporation. All Rights Reserved.
Tailor your content with Targeted Status Updates
Include your biggest brand advocates:
your employees!
Don’t target ultra-granular segments
Location, location, location
Target your ideal customer profile
Employees are 70% more likely to
engage with your posts 70% More likely
TYREE 2012
Leveraging your existing
communities
Step 4: Amplify your message
©2012 LinkedIn Corporation. All Rights Reserved. 14
TYREE 2012
Followers take part in the
conversation and amplify
your message
Reach your current
Followers with
relevant messaging
Your current follower presence on LinkedIn
15
Your Current Followers Your Opportunity
For every one of your ideal
Followers…
Use LinkedIn’s Company
Page and Follower
reporting to understand
what audience you reach
on LinkedIn
There are many more like
them!
TYREE 2012
Erica Robertson
Your message is amplified when Followers endorse it
16
TYREE 2012
Understanding your successes
Step 5: Analyze and refine
©2012 LinkedIn Corporation. All Rights Reserved. 17
©2012 LinkedIn Corporation. All Rights Reserved.
Utilize Follower and Status reporting
Monitor your Follower
growth during key initiatives
Hone in on performance of
specific Status Updates for
insights into your audience
TYREE 2012 ©2012 LinkedIn Corporation. All Rights Reserved. 19