Part 3: Promoting your business • • • •
Posting on your home page Liking, commenting, and sharing Writing articles Sharing videos and events
Post on your HOME PAGE Drive traffic to your blog, site, or an article
Build a following on LinkedIn
Copy/paste link into box Copy / paste article link
into the “Share an article” box
Use hashtags
Find hashtags Example: #talent
Or, find under My Network>
Comment on hashtag posts
Exercise: Find 5 hashtags and post an article with hashtags on your LinkedIn home page
Like, comment, & share DAILY Promote good news
Support client posts Share industry articles Send articles to clients
Click “Write an article” button
Write ARTICLES
Best PRACTICES Add a large banner image (600 x 322 pixels) Add multiple images, videos, snippets, etc. throughout Include an author bio box Share link on your home page,
in groups, on company page Check Notifications for comments Write often/build a following
Sometimes an article goes BIG
Find all your articles from Activity your profile
Also find all your posts
And see all your activity, including likes, comments and shares
In Beta Test:
LinkedIn Live Livestreaming video Invitation only now Events, Q&A, product
announcements
Ultimate Live Streaming Guide at wiseru.com/umsl-course
Send prospects a voice message ď ľ Mobile only ď ľ Huge open rate!
Activity earns you more profile views Get more views through connections, endorsements, likes, comments, and shares
Part 4: Using LinkedIn’s Free, Paid & Premium Tools • • • • •
Company pages Job postings Premium accounts Advertising Lead generation tools
Company Pages & Advertising
Maximize your COMPANY PAGE
Add a logo &
COLORFUL BANNER 1536 x 768 pixels
?
Add
ABOUT US & COMPANY DETAILS
Invite
CONNECTIONS to follow your company page
Post ARTICLES
Share from your company page, or ‌ Share from your home page by clicking the arrow to post on behalf of your company
Add up to 20
COMPANY SPECIALTIES
Add
DETAILS & LOCATIONS
Share POSTS
TIPS
BRAG
JOBS
FUN
THANKS
SELL
Share POSTS VIDEO SERIES SERVICE
CIVIC PRIDE EXEC PROFILES
EVENTS
EMPLOYEE SPOTLIGHT
Start a group and link it to your
COMPANY PAGE
View Company Page FOLLOWERS
View competitors on the right side of each company’s page
Add PAID
CONTENT
Linkedin Career Page: Price varies, $10K - $65K • Visitor-personalized job recommendations/messaging • Select company name in job post to link to Company Page
Learn insights about employees
Job POSTING • • • • • • •
Click the Work icon, then "Post a Job" Add company name, job title, location Add details (job type, seniority level, description) Set your daily budget Review your order Enter payment info Click "Post Job"
Job posting cost
• Was flat fee/mo., now price-per day (like Indeed) • 2x daily rate/day or your planned total per month
• Price varies by job title, location, competition
Job posting cost, cont.
• Site average: $1.20-$1.50 per click • Still searchable/apply-able after daily budget reached • Spend more to show up higher in results
Job Posting, cont.
• When you add a company to your job posting, it links directly to your company page job page • Company logo + link to your page is included • You can show your profile on a job posting
Job TRENDS
Score HIGH for Jobs & Business
$29.99/mo.
$47.99/mo.
$64.99/mo.
Professional - $79.99/seat
Team - $129.99/seat
Enterprise – Contact LinkedIn
Sales NAVIGATOR
$99.95/mo.
LinkedIn Recruiter: $8,999/per year/per seat • Advanced CRM-like system for searching LinkedIn profiles, organizing findings, contacting candidates • 150 InMails per month • Bulk, yet personalized InMail messaging • Advanced search filters • Access to full profiles of all LinkedIn members For large, rich companies with multiple recruiters
Recruiter Lite: $2,399/per year/per seat • Scaled-down version of Recruiter • For individual user (no CRM with other recruiters) • 30 InMails/month • Full profiles for 1st, 2nd, and 3rd-degree connections • Fewer search parameters For individual recruiters and companies that can’t afford Recruiter
Pipeline Builder • Reach candidates through sponsored updates and ads • Candidates click to show interest • Price varies, $10,000 to $65,000 • 22 search filters
Advertising
Linkedin Work with Us Ads: Price varies • Display ads candidates see in their profiles • Targeted to your employees’ LinkedIn network • Block competitors from running ads in your employee's accounts
1) Establish a company page 2) Open LinkedIn Campaign Manager
Sponsored
CONTENT
Best PRACTICES • Headline < 150 characters • Descriptive copy < 70 characters (> 100 characters gets truncated ) • 1200 x 627 pixel image (38% higher CTR)
LinkedIn Advertising Specifications for Sponsored Content
Best PRACTICES, cont. • Few or no words in image or use video • Clear call to action
• Location + 2 other criteria • Change ads often LinkedIn Advertising Specifications for Sponsored Content
Pricing STRATEGIES
Pricing STRATEGIES • Aim for an audience of between 50K and 500K • Shoot for 6.1% average conversion rate (CVR) • Use Matched Audiences -- it raises CTR 30 to 40%
• Continually test and tweak
CPC & CPM
CPC: Cost Per Click CPM: Cost Per Thousand
Source: Falcon.io
Text
ADS
Best PRACTICES • 50x50 pixel image • Up to 25-character headline • Up to 75-character description • Buy ads as PPC or CPI • Establish a strong landing page • Test and tweak
business.linkedin.com/ marketing-solutions/ppc-advertising
Sponsored
INMAIL
Automated, personalized messages to prospects • Call-to-action button is always visible, ever format • Only delivered when recipient is active on LinkedIn • Boost registrations, drive promotions, promote downloads
Best PRACTICES •Focus on the benefit to the recipient •Subject line: Personable, concise, friendly •Send from a prominent person •Consider a 300x250 banner image Sponsored InMail Overview
Best PRACTICES, cont. •Body: Personal introduction + clear purpose •Copy: < 500 characters •Clear call to action that reflects landing page Sponsored InMail Overview
Pricing STRATEGIES • • • •
Minimum total campaign budget: $25 Expect to pay $.75 to $.80 per send Current cost per open: $1.70 Open rate: 44%
Features & QUIRKS •Optimized for mobile and desktop users •Arrives on top of member’s inbox •Greeting can be customized to name
Features & QUIRKS, cont. •Recipients can only respond by clicking call-to-action (CTA) button •Footer features legal and contact info •Strong landing page required or use LinkedIn Lead Gen Form
LinkedIn RETARGETING
LinkedIn Contact Targeting • Upload prospect emails • LinkedIn matches names to users • Targets ads or messaging to them
LinkedIn Account Targeting â&#x20AC;˘ Upload .CSV file of companies â&#x20AC;˘ LinkedIn matches/sends ads/messaging to target company contacts
Source: LinkedIn & Blue Corona
Lead GENERATION forms
Features & QUIRKS • Available for sponsored content or InMail • Include a call to action • Prepopulated boxes (from profile) • They simply confirm info and submit • Need a valid url for privacy policy page
Social Media Examiner post
Learn from the AD GURU â&#x20AC;¢ AJ Wilcox, b2linked.com/podcast
LinkedIn Lead Generation Tools
.com Free up $41.25/mo. Dux-Soup . â&#x20AC;˘ Views your LinkedIn prospect profiles, endorses their skills, follows their LinkedIn activity and sends personalized messages on your behalf.
â&#x20AC;˘ Set up an automated LinkedIn drip campaign to your prospects that stops automatically when a prospect responds.
.com FindThatLead -
/mo Free - $49 â&#x20AC;˘ Get emails from LinkedIn Twitter, or any domain with one click â&#x20AC;˘ Get emails in bulk from domains
.com $ $ $ & more GPZWeb - 10 / 15 / 25 / â&#x20AC;˘ Automate connect requests, messages, profile views, and more
.com $ LinkedSelling - 999 - $1499
linkedselling.com
St. Louis Lead Generation Tools
Q&A:
â&#x20AC;¢ What LinkedIn
questions do you have?
INVITE ME to connect! Kathy Bernard
St. Louis, MO kathy@wiseru.com
wiseru.com/
linkedinbusinessservices/
Maximizing LinkedIn for Business, Marketing & Sales Kathy Bernard wiserU.com | kathy@wiseru.com