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LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Date post: 17-Feb-2017
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D. B. Wienke, CEO
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Page 1: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

D. B. Wienke, CEO

Page 2: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Why We Need To Change

Page 3: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

% Social CEOs (by tenure)

> 3 years 3+ years0

10

20

30

40

50

60

70

80

201020122014

Page 4: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B
Page 5: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

ABA 2014 Technology ReportLinkedIn participation by firm size:

99% - large, over 100+ attorneys97% - midsize, 10 - 4994% - small, 2 – 993% - solo

Source: American Bar Association

Page 6: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

How We Can Do That

Page 7: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Audience Composition?

7

1.4 billion20s30s

Female

225 million20s30s

Adults

450 million40s CXO

ProfessionalsColleagues

Page 8: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Scope of LinkedIn?

450M+ Members across the globe

Business mindset

56% mobile accessPurely

Professional

Page 9: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

LinkedIn Members (in millions)

11811

7

53

USACanadaMexicoLatam

Source: LinkedIn

1.2 Million in Miami/FTL

Page 10: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

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Demographics / Education• Affluent $75k+• More CXOs• Business purpose• Average age is 44• 56% Male; 44% Female

Graduate DegreeCollege DegreeNone

Source: LinkedIn

Page 11: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

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Page 12: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Your titleBuild your brand

Attract your ideal professional

Highest conversion of all social for B2B

What’s in it for me?

Page 13: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Your title1. SEO for your

name2. SEO for your

company name3. Networking smart4. Geo-specific

targeting

What’s in it for me?

Page 14: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Your titleIrresistible value

propositions

Market to who matters

Track metrics to know what’s working

What’s in it for me?

Page 15: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Your title1. Your Profile2. Your Company

Page3. Your Content4. Your CPC

campaign

We

We develop your strategy

Page 16: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Case Study – Proof Points• Challenge – couldn’t get past the gate keeper

with competitors and endless call volume• Solution – we identified possible titles of

influencers with geo-targeting for key prospects

• Messaging templates / social plan to engage• Result – 6 month period, client had 27

meaningful, scheduled conversations with CXOs, 8 meetings converted to new clients

• $$ million contracts

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Page 17: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Share Content Lead Gen

Strategic Customer Vertical

Do it Differently

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Page 18: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

The power of your network

Your Account

Page 19: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

The power of your network

FriendFormer ColleagueAttorneyClient

Your Account

Page 20: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

The power of your network

FriendFormer ColleagueAttorneyClient

COI ProspectProspectCOI

Your Account

COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI

© 2012 The Oechsli Institute. All Rights Reserved.

Page 21: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

The power of your network

FriendFormer ColleagueAttorneyClient

COI ProspectProspectCOI

Your Account

COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

3rd Degree

© 2012 The Oechsli Institute. All Rights Reserved.

Page 22: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

22

2How to max your network

Page 23: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

The power of your network: endless prospectsS.M.A.R.T Goals (p.119 from workbook)1. Train you how to prospect efficiently2. When to use InMails & what to say3. Advance searches4. Nurture relationship5.(3) prospecting lists each week / free account6. How to listen

Page 24: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Publishing for free

Page 25: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Shape Purchase DecisionsOrganic campaign 1. Repurpose your content 2. Create long form posts3. Use Slide Share for pptx 4. Add media /URLs

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Lead Gen

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Shape Purchase DecisionsPublish your own content in a premium context of LinkedIn “wall” tied to Marlins landing page

Target the professionals with accurate precision, the only professional feed available today

Generate high-quality leads, raise awareness, and build social call-to-action

Page 28: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

B2B content shared by site

LinkedIn

Twitter

FB

YouTube

Google+

0 10 20 30 40 50 60 70 80 90 100

B2B Content Shared

B2B Content Shared

Source: Content Marketing Institute

Page 29: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

B2B Lead Gen by site

LinkedIn

Twitter

FB

Google+

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Lead Gen

Lead Gen

Source: “B2B Marketing 2016 Benchmarks, Budgets and Trends - Content Marketing Institute

Page 30: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

 Self-provided professional database to target / repurpose content to optimize and expand your LinkedIn strategy

The 3 Pillars of Success

BudgetCPC or CPM

Audience Content

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Page 31: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Identify and create campaigns for your target audience

Page 32: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Precision TargetingJob TitleJob FunctionSeniorityIndustrySkillsAlumnaeLinkedIn groupKeywordMSA (Metropolitan Statistical Area)Zip code

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Page 35: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Sponsored Updates Testing Strategy Launch content “waves” of 3 – 4 and switch off as performance

peaks Determine top performers within each wave and then run them

together

Wave 1

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Wave 2

Wave 3

Wave 4

SMB

Ow

ners

Ta

rget

• 35

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Optimize your landing page experience for lead generation

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Keep your forms short. No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile.

Name

Email

Phone

SUBMIT

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Page 38: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Takeaways Customer Facing Marketing Social engagement

Optimize profile Optimize Company Page

Lead Gen

Strategic connections

Build brand Geo-targeted segmentation

Prospect lists Graphic imagery Create funnel15+ minutes of daily productive activity

Fan experience Test MonitorRevise

Convert Top of Mind Convert

Page 39: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Business Development

Brand

Awareness

Lead Gen

We are partners in success

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Page 40: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Your titleSolve client challenge

with content relevancy

Precision targeting to your ideal professional

Highest conversion of all B2B

We develop your strategy

Page 41: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Further Questions?

Linkedin.com/in/[email protected]

Page 42: LinkedIn Profiles, LinkedIn Publishing, LinkedIn Lead Gen B2B

Sources1. Harvard Business Review “What CEOs have

Learned about Social Media” by Leslie Gaines-Ross May 18, 2015

2. “The CEO Reputation Premium” by Weber Shandwick in partnership with KRC Research

3. Corporate Excellence, 2015 – Center for Reputation Leadership


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