Last year, LinkedIn acquired Rapportive, an email company that I co-founded. Since then, we have been furiously working together to build a groundbreaking mobile product: LinkedIn Intro. The growth of mobile email is simply staggering.
I llike the idea of LinkedIn Intro... kinda works like the Outlook plugin. Identifying email senders is useful.
LinkedIn is one of the most popular social media networks for job seekers and professionals. But, did you know that it’s also a great way to build your business and grow your customer base?
Research has found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). PROSAR has found similar results; LinkedIn has generated more leads for us than Twitter and Facebook combined.
The infographic above, “How LinkedIn Works“ by Infographiclabs, gives some ideas on how to make LinkedIn work for your company.
LinkedIn is by far most the important social network to reach out to business buyers and connect with professionals in general. The network allows you to build relationships, establish thought leadership, generate leads, gain insights, conduct market research, improve reputation and build online communities.
1. Create awareness and improve reputation. LinkedIn is an ideal platform to increase your online presence. With more than two professionals signing up on LinkedIn every second, businesses have the opportunity to network with an increasing number of interesting contacts. Using the different personal and group features in LinkedIn, companies and the people representing them can all improve their visibility and credibility, both as individuals and (thus) as a brand.
Don’t forget the use status update functionality, an underutilized feature, although with the new design, the updates are more prominent visible on the homepage.
2. Thought leadership and influencer marketing. Several LinkedIn features allow you to position yourself as leaders in a particular domain. From providing high-quality content, improving your personal profile and participating in LinkedIn communities to answering questions: the network is fertile ground for thought and practice leaders, aiming to become trusted advisors. Leadership and reputation go hand in hand with influence. As the main purpose of LinkedIn is networking, it also enables you to identify and engage other influencers.
3. Selling and generating leads. LinkedIn is probably the best network to generate leads. On top of traditional techniques such as mentioning interesting content potential customers can download or driving traffic to relevant sources, LinkedIn offers very personal ways of identifying potential leads, engaging them and turning them into customers. This is done by a good combination of listening, analyzing, participating, sharing, networking and responding. Networking with potential clients and marketing to them indirectly through LinkedIn will increase the opportunity to make sales.
Customers and prospect are more likely to post questions and needs, 18% is Group-related posts which gives the B2B marketers an opportunity to identify new leads. Another 18% are content sharing and liking content, which gives you insights on what they find interesting.
By giving answers to questions on LinkedIn, you can demonstrate know-how. If your solution/answer, in the form of a response to a question, is what potential customers are looking for, they will initiate a contact.
4. Social CRM. LinkedIn is ideal in a social CRM context: it allows us to gain a better view on – prospective – customers and other contacts. This can be done using simple Social CRM applications but also by using ‘connecters’, for instance, for Outlook. Although most Social CRM solutions offer integration with LinkedIn, you can also set up a basic integration of your contacts as LinkedIn supports Google Contacts. A benefit of a social CRM tool is that it allows you to see what your contacts are doing on LinkedIn in real-time, offering valuable additional information on their behavior and preferences. When targeting a contact, LinkedIn itself allows you to see this information in its own environment.
5. Traffic building. One of the strengths of LinkedIn that is not often mentioned is its power in link building and traffic driving. Just as other social networks do, LinkedIn has a social sharing button that enables you to share content in your status updates (which are visible on the homepage) and in LinkedIn Groups (communities) you are a member of. This works especially well for business-related content and can lead to viral effects. Business content often gets shared more often via LinkedIn than via Facebook.
6. Listening and gaining insights. Last but certainly not least: LinkedIn is perfect to listen, ask questions and gain insights. Which is the case for all social media marketing!
Here are five ways to measure the success of your personal branding strategy on LInkedIn.
-- > Get Your LinkedIn Profile to Show Up On Search More. The more times that your LinkedIn profile show up in search; the chances that you will be found are increased! Keeping your profile’s headline, summary, and job experience current and refreshed with relevant key words will increase the amount of times that you will show up in search.
-- > Increase The Potential Reach Of Your Personal Brand And LinkedIn Profile. More daily updates and LinkedIn Group updates will increase your potential brand impressions. When you send out a LinkedIn update more than your followers see you message.
-- > Increase The Amount Of Times Your LinkedIn Profile Is Viewed And Considered. Many things affect profile views, ranging from who you just met at a conference to the quality of content that you distribute on LinkedIn. When your weekly profile views increase on an ongoing basis, then you know you are likely doing something right on LinkedIn.
-- > Increase The Amount Of Expertise LinkedIn Endorsements That You Receive. When your network sees regular updates with great content, then you are likely to come to mind when they have the chance to give you a Skills and Expertise endorsement. Skills & Expertise endorsements are a key driver that impacts your search results, ranking your higher based on the amount of endorsements that you maintain.
-- > Increase The Amount Of LinkedIn Invites You Receive. Your inside-LinkedIn activity and your outside-LinkedIn activity, such as thought-leader blogging, speaking or networking, should lead to an increased amount of people who want to connect with you on LinkedIn.
A detailed look at the anatomical changes coming soon to your LinkedIn Company Page.
Last Thursday, we announced that LinkedIn Company Pages were getting a nice, refreshing makeover, and provided a brief overview of the changes. While we wait for LinkedIn to apply these new changes to all Company Pages (which LinkedIn indicates will happen over the next few months), and because HubSpot's Company Page was lucky enough to be a part of the initial roll-out, we thought we'd do a deeper investigation into the aesthetic changes coming soon so you can be fully prepared to optimize your page once the new design is available to you.
So we pulled together a comprehensive new ebook on the subject -- A Step-by-Step Guide to LinkedIn's New Company Pages -- and thought we'd share a more detailed explanation to help you get accustomed to the new anatomical changes coming to your Company Page. To learn more about how to set up and optimize the new design, download the full, free guide here.