LinkedIn for Business How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn

by Carter, Brian

• ISBN13: 9780789749680
• ISBN10: 0789749688
• Edition: 1st
• Format: Paperback
• Copyright: 2012-08-01
• Publisher: Que Publishing

Summary

Want to profit from LinkedIn? With this book's 100% practical, start-to-finish system, you can! World-renowned social media marketer Brian Carter presents a complete blueprint for integrating LinkedIn into current marketing, advertising, sales, and PR processes - and for using LinkedIn to perform innovative high-value tasks that simply weren't possible before. Through state-of-the-art case studies and examples, he demonstrates how other business are achieving powerful results with LinkedIn - and presents specific, actionable lessons readers can immediately apply in their own companies and organizations. Writing for every marketing, sales, PR, and social media decision-maker, senior manager, entrepreneur, and agency professional, Carter shows how to: * Use LinkedIn to increase brand awareness, build controlled distribution networks, and spread key messages * Systematically build relationships through a proven six-step process * Help sales personnel find more qualified prospects and accelerate sales cycles * Attract "mega-leads" through Linkedin Answers, Events, And Groups * Enhance employees'profiles and LinkedIn Search "findability" * Build highly-efficient weekly Linkedin marketing routines * Optimize LinkedIn ad campaigns to maximize clicks, leads, and sales * Transform LinkedIn into a "passive prospecting platform" that brings in leads without more work * Integrate LinkedIn strategies with existing inbound marketing and sales best practices * And much more

Author Biography

Brian Carter offers social media speaking and consulting services to B2C and B2B businesses; he has taught Internet marketing to more than 10,000 people through webinars and live events. An Internet marketing consultant for twelve years, his search optimization, online advertising, and social media services have often doubled or tripled clients' online revenue. Carter has been profiled by Information Week, ABC News, U.S. News World Report, Mashable, The Wall Street Journal, Forbes, Inc. Magazine, and Entrepreneur Magazine. He is the author of The Like Economy and coauthor of Facebook Marketing, Third Edition. Brian writes for several of the most popular marketing blogs: Search Engine Journal, AllFacebook, and Mashable (which boasts 20 million monthly readers). He has more than 50,000 online fans and growing, and his content is viewed more than 8 million times a month.

Table of Contents

LinkedIn for Business
Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales	p. 1
Networking and Business: Face-to-Face and Online	p. 2
Social Media and Revenue	p. 4
The History of LinkedIn	p. 7
Why LinkedIn Is Relevant to Your Business	p. 8
Why LinkedIn Is More Than a Modern Rolodex	p. 9
How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn	p. 10
LinkedIn Marketing Success Stories	p. 11
Joining LinkedIn Was Worth Nearly Half a Million Dollars	p. 16
LinkedIn Marketing
Best Practices: Online Marketing and LinkedIn	p. 19
The History of Online Marketing and Its Best Practices	p. 20
Fifteen Internet Marketing Principles That Apply to LinkedIn	p. 24
Summary	p. 38
Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership	p. 41
Socially Networked Employees Are Influential and Create Valuable Audiences	p. 42
How to Create Impressive LinkedIn Employee Profiles	p. 44
Incorporating Facebook and Twitter	p. 51
Adding Apps to Your Profile	p. 52
Growing Initial Connections	p. 52
Making Sure Employee Profiles Are Visible and Findable	p. 53
Shaping LinkedIn Profiles for Employees	p. 57
Profile Maintenance	p. 63
Summary	p. 63
Amazing Brands: Company Pages That Grow Business	p. 65
Company Page Setup Tips	p. 69
Promoting Your Products and Services	p. 71
Company Page Analytics	p. 72
Summary	p. 76
Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups	p. 77
Content Marketing and Thought Leadership	p. 78
Leveraging LinkedIn Answers for Inbound Leads	p. 80
Participating, Creating, Growing, and Managing LinkedIn Groups	p. 89
Leveraging LinkedIn Events to Promote Your Company	p. 97
Summary	p. 104
Get It All Done: Your Weekly LinkedIn Marketing Routine	p. 107
One-Time Setup Activities	p. 108
Ongoing Marketing Activities	p. 108
Scheduling It!	p. 110
Summary	p. 114
LinkedIn Advertising
Best Practices: Online Advertising and LinkedIn Advertising	p. 115
Advertising Approach #1: Media Buying for Branding Purposes	p. 118
Advertising Approach #2: Direct Marketing and Profitability	p. 119
Advertising Approach #3: A Combination of the First Two Approaches	p. 120
Social Media Advertising	p. 121
Online Advertising Best Practices	p. 122
Comparing Google, Facebook, and LinkedIn Ads	p. 128
Ad Services Through LinkedIn Reps	p. 131
Summary	p. 133
Win First with Strategy: Inbound Advertising and Marketing with LinkedIn	p. 135
How Does Inbound Marketing Dovetail with Advertising?	p. 136
The Sales Funnel: Advertising, Marketing, and Sales	p. 136
Why Is Marketing Automation Important?	p. 138
Strategies for LinkedIn Advertising	p. 140
Advertising Goals and Metrics	p. 144
Summary	p. 146
B2B Advertising: How to Create and Optimize LinkedIn Ads	p. 147
Creating Your First Campaign	p. 148
Targeting Audiences	p. 149
Campaign Options	p. 154
What Kind of Results Should You Expect?	p. 156
Advanced Strategies and Tactics for High-Impact LinkedIn Ads	p. 159
Optimize Your Results by Creating Better Ads	p. 160
Get Better Results with Better Targeting	p. 164
Relevance: Know Your Audience	p. 169
How to Get Better Ideas	p. 171
Supplementing with Facebook and AdWords Ads	p. 174
LinkedIn Sales
Best Practices: Traditional and Modern Sales	p. 175
Sales All-Time Best Practices	p. 176
Best Practices in Twenty-first Century Sales	p. 184
How LinkedIn Changes Sales…or Doesn't	p. 188
Salespeople and Social Sales	p. 193
Less Interruption, More Discovery	p. 194
What Is "Social Sales"?	p. 195
What Motivates Salespeople?	p. 197
Social Sales Prospecting and Making Contact	p. 201
Finding New Customers with LinkedIn	p. 202
The Six Steps of Relationship Building	p. 205
More Ways to Contact New Prospects	p. 209
More Real-world Experiences with LinkedIn Social Sales	p. 210
Conclusions
How Advertising, Marketing, and Sales Employees Work Together for Extraordinary B2B Results	p. 213
The Benefits of Teamwork	p. 214
Seven Topics for Team Collaboration	p. 215
For Advertising People: How to Mesh with Sales and Marketing	p. 215
For Marketing People: How to Mesh with Advertising and Sales	p. 216
For Salespeople: How to Mesh with Marketing and Advertising	p. 218
The LinkedIn Advantage: Five Organizational Shifts That Support B2B Success	p. 221
The Internet Changes Quickly and Often	p. 222
Adopting New Opportunities at the Right Time	p. 222
How Much Change Are We Talking About?	p. 223
Critical Shifts for Your Organization	p. 224
Social Prospects: The Future of B2B Social Media	p. 229
Ride Every Wave of Opportunity	p. 230
Online Marketing Trends	p. 231
People Trends	p. 236
Summary	p. 239
Index	p. 241
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