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LinkedIn Marketing 3.0 Part 3


LINKEDIN MARKETING




Chapter 9: LinkedIn Company Pages

LinkedIn might be a pretty different social networking site targeted at a pretty specific audience and with a very specific set of features as well, but at its very core it’s still a social networking site nonetheless. This means that it still shares some social features with the rest of social networking sites.

But because this is LinkedIn we are talking about, we can expect to see a significant spin on how these features are presented and on the way that they serve the platform’s members. Such is the case with the feature called
“company pages” which is LinkedIn’s version of social media fan pages.

Company pages are designed beyond the scope of simply sharing what you like with others and as such they work specifically to help you grow your company’s presence on LinkedIn and in turn on the internet landscape overall. The good news is that getting started with company pages on LinkedIn is an easy, straightforward process packed with a lot of benefits for your business.

It all starts with you creating a free company page on LinkedIn, and the only requirements is that you have a LinkedIn account and a valid email address so LinkedIn can verify that you are apt to create a company page for your business.

Secondly you’ll have to customize your company profile to give it its proper professional look and feel. LinkedIn recommends you to start by giving your company page a cover image and a logo to bring it to life. The logo that you use on your company page will appear on search results when people search for your company, and will also appear on the profile of your employees for an improved corporate presence.

Once your company page is ready you will be ready to start attracting followers by adding links to promote your LinkedIn company page by linking it through your emails, blogs, websites, and through any other source and placement that you use to bring online traffic to your business.

One of the ways offered by LinkedIn for you to link to your company page is in the form of “company page follow buttons”, which you can also use the same way that you would use your company page links, and you can easily install them on your preferred placements with the help of an easily to implement plugin!

Company pages are also a great way to increase your potentially viral reach. This is because you can encourage your employees as well as your business
leadership colleagues to add your company page to their profiles, which will help you to get more likes, comments and shares to expand your reach and the number of people in your audience.

Company pages will also help you to post and share content, and everybody knows that posting daily company updates is one of the most effective ways to attract engaged followers. News, articles, and even think pieces can help you to stir up conversation with your followers because each one of your company page updates will appear across your company network, including placements such as in the news feed and home pages of your company page followers.

You can promote your company pages through sponsored content updates that will help you to widen your reach beyond your network. Also, your company page can be used to attract and build your employer brand when you upgrade it to a career page

Creating company pages is easy enough, as you would only need to go to the “work” tab on your LinkedIn account’s dashboard and then click on the “create a company page” button at the bottom of the menu. Then enter the name of your company in the “company name” field and a custom yet simple name to add at the end of your public LinkedIn URL that people can use to identify your
company page on search results.

Check the verification box below to confirm that you are the rightful owner or individual appointed to manage your company page and then click on “create page”. Once you are done with this you will be ready to start customizing your company page on LinkedIn!




Chapter 10: LinkedIn Groups

One of the most recognizable things about any social media platform is groups.

Groups are the way that social media users employ to share their common interest in a more direct way because it allows them to post any type of content for other like minded individuals in a single place.

Groups on LinkedIn are no different, and they are all about allowing like minded professionals to share the highlights of their trades, and these groups are of special interest to LinkedIn members because they are places where all kinds of career and business related information is shared in a more personal way.

LinkedIn members can access groups and group oriented features by going to the “work” tab on the LinkedIn account dashboard and clicking on the “groups” button. There they will find their group’s feed, which is aptly called the group’s highlights section.

Highlights from groups in this section are only shown when a member has joined groups in LinkedIn, and to find groups of interest a LinkedIn member simply has to click on the “discover groups” button featured in this section.

Here they will find groups recommendations based on their profile and professional data. When they find a group that they might be interested in they simply have to click on “ask to join” to send a request to join the group to the group administrators.

They can also stop a group from showing up on the discover groups feed by clicking on the “not interested” button featured beside the “ask to join” button on each group. Let’s now look at the “my groups” tab from the group highlights section.

In this tab LinkedIn members can see which groups they have created and to manage them accordingly. It is also from this tab where LinkedIn members will be able to create groups of their own by simply clicking on the “create group” button.

The group creation process is pretty simple and straightforward. Users simply have to enter a group title, select and upload a group logo, to add a description for the group, to add rules if desired and to select whether their new group is “standard” or “unlisted”.

“Standard” groups are groups that can be joined by about any LinkedIn member as long as their invited or their requests to join are approved, and members of these groups can freely invite other members. “Unlisted” groups on the other hand are groups where only owners, managers and moderators from those groups can invite members to join. Also, unlisted groups do not appear on search results or in the “discover groups” feed.

Once members have set up their groups they simply have to click on ” save changes” to have them go live on the platform. After creating a group, LinkedIn members will be able to manage group members, invitations, group content, templates and group details.

LinkedIn members can then go back to the “my groups” tab and use the settings icon to manage them individually. Alternatively, members can find groups using any keyword by going to LinkedIn’s homepage and using the search bar.

Once the results are loaded members can click the “groups” tab on the search results to filter out groups found using the keyword entered as filter. And this is how you find, join and create groups on LinkedIn!



Chapter 11: Advertise on LinkedIn

One of the things that makes LinkedIn an awesomely unique social media platform is its targeted approach at making itself useful for a very specific audience, this audience being made up of professionals and business managers from all locations and demographics.

This is especially good news for marketers, and while it might be true that organic reach on LinkedIn is amazing as it already is, there is also a very large degree of truth to the fact that paid advertising can play a huge part on widening your reach on the platform.

The good news is that LinkedIn offers its own native advertising solutions. That said, by advertising on LinkedIn, you will be able to reach your ideal customers on the largest professional network on the planet.

This is because advertising on LinkedIn works in a unique way that can help businesses of all sizes to achieve their goals. For starters, advertising on LinkedIn gives marketers access to what is perhaps the most targeted audience of any place on the internet, with over 500 million active professionals using the platform, and you can target them by attributes such as job title and industry among many others.

LinkedIn’s advertising network is very practical at allowing you to create easy and effective ads, and whether your goal is to generate leads, create brand awareness or drive sales, LinkedIn ads can help you.

The LinkedIn advertising network is also efficient at helping you to control your budget and costs because it allows you really flexible pricing options, allowing you to get started on any budget and to stop your ads at any time.

You can easily create LinkedIn ads in a few minutes, and you have a nice variety of ad types to reach your prospects wherever they are and wherever they go without being intrusive.

Sponsored content ads, for example, can help you to boost your content across all devices so you can promote your company updates to a very targeted audience on desktop, mobile phones and tablets with a responsive design on the most viewed professional news feed.

Sponsored “InMail” ads on the other hand will allow you to deliver personalized adverts directly to people’s LinkedIn inboxes, which has been found to drive more conversions than email marketing!

Text ads are a simpler advertising solution for LinkedIn members because it allows them to start generating leads in mere minutes as creating a text ad only requires adding a compelling headline, a description and a small 50 by 50 image.

This easy setup is what will allow you to get to your leads faster than you could imagine.

LinkedIn ads have been designed with any budget and goal in mind. For instance, the LinkedIn ad network will allow you to bid for your targeted audience on an auction basis, which means that you can bid against other  advertisers to reach your target audience.

The good news is that you can choose your own “cost per click” or “cost per thousand impressions” to only compete with advertisers on an even budget, and you will be able to control your budget, bids and schedules.

Are you ready to create your own LinkedIn ads? Simply go to the “work” tab on your LinkedIn account dashboard and select “advertise”, then click on the “create ad” button on the next page. From then on you will be able to select your ad type, customize your adverts and launch your campaign!

Chapter 12: Smart Ways to Get Leads on LinkedIn

Building a healthy pipeline of quality leads can be quite hard to achieve no matter where you are doing your marketing. But generating a good number of leads and referrals from any source doesn’t have to be a daunting task, especially when you are doing it the right way.

That is why we have decided to show you the best ways to generate lots of leads to your business on LinkedIn, and we are going to do so in this video, where you will learn how to find, target and engage leads on the largest social platform for professionals.

Use the LinkedIn search function to identify qualifying leads

You don’t generate leads by simply getting likes and comments, you get leads by connecting with the right audience. On LinkedIn, this means targeting the members the right way using the type of filters that will allow you to identify the best prospective individuals.

These filters include job titles, company roles, industry, and locations. Identifying the best prospects through these attributes will help you to only target those professionals that are more likely to understand the benefits offered by your product, service or business model.

Use LinkedIn to Connect with Qualifying Website Visitors

One of the greatest ways to tell when a lead can become a qualifying customer is when you can identify them through their browsing behavior. Specifically, you should be looking for people that visit your website as a sign of leads interested in your business.

Luckily, LinkedIn allows you to use a pixel code that you can add to your website, and you can use it to identify people that click through your website link from your profile or company page, which can help you to directly get in touch with these already qualifying leads. You can find this code and track your visitors from the “see who’s viewed my profile” section.

Share Educational Content Through Your Profile

A really good way to capture people’s attention and convert them into leads is by offering them a reason to do business with you through educational content. Now, there is a difference between sharing educational content through your profile and using lead magnets to capture people’s contact info.

When you use a lead magnet you are basically offering a piece of free information that can be given in exchange for an email address or phone number, whereas sharing educational content is all about creating educational
posts that offer value to people.

On LinkedIn, you can easily share educational content by using the “write an article” feature on the feed, and because this content is not going to be hidden behind an optin wall, anybody can access it. True qualifying leads will then flock to do business with you after seeing the value that your business has to offer!

Share Quality Advice on Groups

Groups can be an amazing source of leads if you know how to approach people that join. Just like on our previous point, a good way to qualify leads on groups is by offering them content with value and purpose, and in case of group members, this content has to be in the form of sound advice that responds to questions and needs posted by group members.

Prepare A Business Intro For Your Profiles and Company Pages

A business introduction for your profiles and company pages can’t simply be a warm greeting. It has to be a fully-fledged explanation about what your company is, what it does and what it offers. Think of it as the mission statement of your website, only on your profiles and pages. Clear, concise business intros can help you to land leads without much effort.

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Chapter 13: How to do Affiliate Marketing on LinkedIn

If you are among those that doesn’t do affiliate marketing or, god forbid, still doesn’t know what affiliate marketing is all about, please keep watching this video, because we are going to blow your mind with what we are about to show you.

Affiliate marketing, is marketing that is done to promote a product or service that you as a marketer don’t stock on a retail level, but that you market to get a share of the profits made when the product sells through your own promotional efforts.

Affiliate marketing has become one of the favorite marketing methods of online marketers because it allows them to use their preferred outreach channels to offer prospective buyers stuff that is hard to resist.

And sometimes, just sometimes, affiliate marketing doesn’t work for some people, and it is all because of their approach at promoting a product the wrong way, on the wrong channel. One such channel is social media, and in this chapter we are going to give you a leg up and help you to do affiliate marketing the right way on the LinkedIn platform!

Join Affiliate Marketing Groups

Using groups on LinkedIn is one of the best strategies if what you want is to achieve success with anything that you do on LinkedIn, and affiliate marketing is no exception!

Groups are great for making information exchange easier, and this includes information that can help you to land some sweet affiliate deals.

Start by looking for affiliate marketing groups, which is easy to do, as you would only need to use affiliate related keywords or niche keywords. Affiliate marketing groups are a great source of knowledge because they’re a home to experienced affiliate marketers, and affiliate posts don’t look like spam in these groups.

Share Your LinkedIn Affiliate Offers on Other Social Channels

We have told you before how LinkedIn is different than other social channels, and the good thing about it is that you can use it to compliment your affiliate marketing efforts on other social media channels, especially on
twitter.

Cross promoting your affiliate links on different social networking sites this way will help you to get more direct traffic to your offers.

Follow Company Pages Related to Your Niche

The most important thing that you can get as an affiliate marketer are valid clicks to your offers and repeating customers, and
the fact that only 3% of click throughs are likely to convert for any affiliate means that the traffic that you get to your offers has to be of the most relevant type possible.

And when you follow company pages that are related to your niche you increase your visibility to leads and prospective buyers that are also following them, increasing your chances of getting visits to your affiliate offers, and of getting sales through those offers as well.

Become a Content Expert

Being an affiliate marketer is not only about knowing how and where to post affiliate links, because if you want to become really successful at affiliate marketing you have to learn how to make people interested enough in your offers as to get them to click through them.

And there’s no better way to do this than to become very knowledgeable about what you promote. Becoming an expert will allow you to create highly relevant content that can be the perfect placement for your affiliate links, and creating well informed affiliate articles and posts is the best way to get LinkedIn members to make informed purchases through your affiliate links!

Promote Free Info Products

Lead magnets can work wonders for affiliate marketing on LinkedIn when they offer valuable content for users, and you can spread your affiliate offers across the content offered inside your products.

Promote Your Affiliate Offers as Answers to Questions

Be on the lookout for questions made on the platform about products or services related to your offers, or questions made about problems that can be solved by using the
products or services that you promote and subtly insert your affiliate links on your answers. Just remember to not write a sales pitch, but to suggest a solution.

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Chapter 14: Using the LinkedIn Feed for Market Research

LinkedIn is not only a platform to do marketing but also a place to find information about doing your marketing. Just like on any other social media platform, LinkedIn can give you access to a powerful depository of market information through its content discovery channels.

And just like on basically any other social networking site, this content discovery channel can be found right after you sign into your account, in the form of the updates feed. On LinkedIn, this feed follows a different approach because, while it might be used to share updates from the platform and its members, it does so
only with serious, relevant content.

The basic functionality of this feed then is to show you what is trending and what is being shared both by your connections and content creators, and if you pay attention to the descriptions on top of each post you will find that a lot of these content pieces are being promoted on your feed in favor of other marketers that are targeting you as a potential lead, much like you would do as
well.

The good news about this is that you can use all this information as market research data that you can later use for your own campaigns, which is as useful as it is practical because, as you can see, you can easily access all this information by simply scrolling down.

The first thing that you should note is that this feed will show you updates from pages and profiles that you follow. This information is important especially if you follow mostly companies in your niche, as the way in which LinkedIn members interact with this information will give you great insights into what is trending among your potential audience.

There are four specific types of content that will be continually featured on your LinkedIn feed. The first type of content is “recommended” content, which can be labeled as “trending”, “recommended for you” or “popular”.

These content pieces are curated both by LinkedIn’s editorial team and by the platform’s algorithm to serve only the most appropriate content to each member. The second type of content is content that is trending at the moment and that is labeled as “latest news” or as “mentioned in the news”.

Unlike Recommended content, these posts are generally not curated or targeted towards any particular member based on its profile and its information, and they are only served for informational purposes, and they are also not intended to represent a given company’s activities or point of view.

Now, “sponsored” content are content pieces that are intended to raise awareness about organizations, products, services or brands. In short, they are advertised material that is served either to members that follow a company page or that fit the criteria of an advertiser.

These content pieces are not intrusive and are designed to allow companies to build relationships and to generate quality leads by promoting content to people that would be difficult to reach otherwise.

As you can see, all the content that appears in your feed is relevant and customized according to your profile, and you can always manage the content that appears in your feed by hiding posts, by unfollowing companies that do not show you relevant content and by reporting content that might be inappropriate.

Remember that push notifications and emails are part of the content on your feed, so make sure to leverage the information on your feed to see what’s trending in the world of professional marketing on social media!

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Chapter 15: Small business resources to help you get more out of LinkedIn

Everybody knows that, besides hard work and something great to offer, having the right type of relationships is the real key to business success, and LinkedIn has the right set of resources that can help any type of small
business to get started.

After all, both small and normal sized businesses can use LinkedIn to build a brand that connects with the right type of people. A strong brand is what will help you to find and to be found by the best prospects.

The good news is that building a solid branding strategy that can attract more business opportunities on LinkedIn is as easy as creating a profile that can show others that you are an expert, which will get you noticed.

Then you will just have to expand your network and connect with business contacts that can help you to be more successful by creating new contacts and relationships that will take you further into your ventures. After achieving this, small businesses are invited to leverage the resources that LinkedIn has designed for them:

Branding

You can leverage LinkedIn’s powerful platform to build a great reputation and increase your chances of driving new business relationships through branding. Small business resources targeted at branding can help you to boost up your LinkedIn network, to win new clients through LinkedIn groups, to jump start new business ventures and to build business relationships that count both on LinkedIn as well as in the real world.

Marketing

No referrals are found without solid word of mouth, and referrals are what ultimately drive business, and LinkedIn can help you to generate buzz with awesome marketing solutions that are tailored for the small business of the digital age.

Marketing resources for small businesses include targeted ads on the LinkedIn platform that can easily help you to grow by directing your marketing efforts to the people that matter, and marketing on LinkedIn is a three step process that will start with you establishing your brand presence by creating a company page that can show your expertise and get your business noticed on the platform.

Then you will connect with your audience, which will help you to build a community of followers that is populated by the members of your target audience. And after you build your community, you will keep it engaged with valuable content.

Sales

You can use LinkedIn to find the right people whom to talk about your products and services. Finding the right leads and selling faster can be simplified by getting in touch with those that are more likely to want to close a deal with you.

Using LinkedIn with sales in mind is as easy as building a reputation that sells, finding the decision makers in any industry and getting them the information needed to close the deals. Tools such as the “sales navigator” and the educational resources provided by the LinkedIn platform will allow you to get way ahead of your competition when it comes to the sales department!

Having the right type of hire in your team can make a big difference. It can even transform your business! And LinkedIn offers you the best recruiting tools for the job.

Building your employer brand, attracting the best candidates and then finding the best matches are the first steps. The second step is to use LinkedIn’s hiring resources for small businesses such as job postings and the  recruiter tools.

Get yourself ahead of the curve today and sign up for LinkedIn’s awesome business resources!


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Chapter 16: Going Premium with LinkedIn

LinkedIn is a great platform for business, no doubt about that. You can use it to maximize your chances of succeeding in your career or to find prospective clients, or to find funding for that awesome new business project of yours, one that you are sure will make headlines someday
soon!

Everything that we just said is not praise that comes out of thin air because you already saw that you can achieve all of that stuff by simply creating a LinkedIn account and doing your homework. But can you improve on that? Yeah! You totally can by going premium, which you can do by clicking on the “Try Premium for free” link on your dashboard menu.

Now, when you go Premium you will be able to access LinkedIn features the same way that you would be able to on your normal, non-premium account, but with each one of them turned up to eleven and on turbo mode.

As you can see here, you can select a different plan depending on what’s your goal. The “Career” plan, for example, will allow you to get hired and get ahead by getting in touch with hiring managers, to see how you compare to other members and learn new skills to advance in your career. This plan is mostly for people looking to grow professionally on the platform.

But we have established by now that your goal is to grow your business, and there is also a set of plans to help you along the way with that specifically. The “Business” plan for instance is designed to help you grow and nurture your network by finding the right people, promoting your business and learning new skills to enhance your business brand.

You can select a premium plan on a free trial for a period of a month, and in the case of the “business” plan it’s going to be $47.99 a month after your free trial period expires. Features included with your “business” premium plan include 15 InMail messages, business insights, online video courses, the ability to see who has viewed your profile, unlimited profile browsing and career insights.

The “Sales” plan, on the other hand, is designed to help you unlock sales opportunities finding leads and accounts in your target market, getting real time insights for warm outreach and to build closer business relationships based on trust with customers and prospects.

It is $64.99 a month after your free trial and its features include 20 InMail messages, sales insights, advanced search with the “lead builder” tool, and lead recommendations as well as saved leads, alongside the features offered by the “Business plan”.

Lastly, the “Hiring” plan is designed to help you find and hire talent and great job candidates for your organization faster. With this plan you will be able to contact top talent directly and build great relationships with prospective hires.

The “Hiring” plan is $99.50 a month after the trial expires and includes features such as 30 InMail messages, advanced search functions, smart suggestions, integrated hiring, automatic candidate tracking and recruiting specific design, alongside the features offered by the “Sales” plan.

Once you have decided which Premium plan best suits your needs simply click on the “start my free month” and try it out!


September 3, 2017