Integrated marketing communications using LinkedIn can help coordinate marketing efforts and grow a business. LinkedIn is positioned as the central hub, where demonstrating expertise over time through various activities like blog posts, social media updates, and email marketing can help win new clients. Setting up a complete profile, engaging with connections on LinkedIn through regular posting, and using features like advanced searching enable businesses to increase visibility and drive referrals or new sales opportunities.

1. Integrated Marketing
Communications
Using LinkedIn to coordinate your
marketing and grow your business
3 Parts:
Integrated Marketing
LinkedIn basics
LinkedIn as the Hub

2. Integrated Marketing Communications
2
Why bother to coordinate?
Think about your day.
Do you get sidetracked?
Do you forget to do something you
planned?
Reinforce your message

3. Marketing
Initiatives
3
Website
Write letters
promotions
Create
Blog
Articles
Add events Announce
new
products
services
Social Media
Email
Marketing

4. What’s the sales process?
• First, there’s a need
• Begins with online search or networking function
• Next step? LinkedIn
• Find the right person (expertise)
• Needs confirmation?
• Consistency - email newsletter
• Makes a call / start conversation
4

5. Integrated Marketing Communications
Demonstrating your expertise is
essential to the sale, and is best done
over a period of time, in several
different venues.
5

6. What’s involved?
• Email marketing
• Calls
• LInkedIn
• Social media posts
• Blog articles
• Email marketing
• Networking
• Announcements
• Events
• Website
6

7. Demonstrating
Expertise
•Develop a strategy
•Create an editorial
•calendar
•What is the topic(s) of interest for
each month
7

8. How do you get there?
• Start with what you do
• Add bit by bit
• Get used to it and
add something else
• Everything works together
8

9. LinkedIn
• A good place to play: 300 million members / business
professionals
• 6.6 million/month in last 15 months
• 50% of traffic via mobile by end of 2014
• 91% of B2B marketers deliver content through LinkedIn
• MOST of the traffic (90%) to blogs comes from Facebook,
Twitter and LinkedIn – which accounts for half of that traffic
• If LinkedIn had a personality, you would maybe say that it was
quiet, professional and quite private
•
9

10. LinkedIn is the Hub
• LinkedIn – online networking
• Be sure your profile is complete
• What are your interests?
• Use the site regularly to produce
business
• Build your brand
10

11. Your profile, photo and title
• Complete profile – I need to know you’re serious.
• Photo – without it, I don’t take you seriously.
• Title: make it value based.
• Include “keywords”
• Answer the question: “Why should I connect with you?”
• Describe the value that you bring to the marketplace
11

12. LinkedIn – Your summary
• Build a concise, professional summary
• Answer the question: How can I help you? Use your
background, expertise and accomplishments to tell
people how you can help them.
• Make it short: 2-3 paragraphs and maybe a list
(there is a limit 1700/2000 characters)
• Add a call to action – phone and email
12

13. LinkedIn – Summary
• SEO friendly content
• Keywords and skills that best describe your
capabilities
• What words would your ideal customer use to
find you?
• Is your profile visible to the public or are you
using privacy settings
13

14. 14

15. 15
Bulleted list – how do
you help your clients?
List your specialties
Call to action
Summary

16. Summary
16
Customize your website
listings – adding blogs
and any other URLs
Add projects and images

17. 17
Skills & Expertise
A word about
endorsements

18. Get Business From LinkedIn
How?
• Build your network – connect. (Create
Awareness)
• Build your reputation – Post info. (Engage)
• Visibility increases.
• LinkedIn Home. Pulse. Interests. Influencers
• Get referrals/sales – Prospect finds you.
• Who’s viewed?
• Search / Advanced search
• Takes another step. Signs up for e-newsletter.
18

19. Home
19
Who’s
Viewed?
News

20. From My Home Page
20

21. Who’s
viewed?
21

22. LinkedIn
Pulse
22

23. Influencers
23

24. Channels
24

25. Publishers!
25

26. Interests
26

27. Searching
Contacts
27
• Sort Recent
Conversation
• Sort by
Connection or
All Contacts
• Search field

28. 28
Tagging
Contacts
• You can tag your
contacts
• Keywords that help
organize and sort
your contacts
• Sort by Connection
or contact
28

29. Using Tags
• You can tag your
contacts
• Network / contacts
• Here’s my list
29

30. Using Tags
• You can filter your
contacts
• By company,
location, title, also
by tag
30

31. Using Tags
• Filter by Tag
• My tags
31

32. Using Tags
• Filter by Tag
• My tags
• Filter by BNI
32

33. Using Tags
• Filter by Tag
• My tags
• Send message
to BNI
• Allows only my
Contacts (1st)
• Group
message
33

34. Notes on
Contacts
– a kind
of CRM
34

35. Engaging your audience
• Homepage
• "Who's Viewed Your Updates“
• Tracks views, likes, and
comments across all updates
you posted in the last 14 days.
• Tells me whether or not I am
engaging my audience
35

36. Free or
Paid Account?
36

37. How to create a company page
http://marketing.linkedin.com/get-started
• Member of your company has to create your
page – or someone with the same URL in the
email address (email domain must be specific).
• Online video on how to set up a company page
• Step by step process, asks questions, you upload
image and logo
37

38. Company Pages
• Create a company profile
• Add your specific skills
• Website, industry and whether public or private
• Spotlight customer recommendations
• Optional: add a career page
• Post to the company page regularly
• Link from your profile to your company page
38

39. 39
Questions?