LinkedIn for Business
How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn
Published on 16. August 2012
Book
Paperback/Softback
272 pages
978-0-7897-4968-0 (ISBN)
Description
Increase Your LinkedIn Leads, Sales, and Profits: Attract Higher-Quality Leads, Market More Effectively, Boost Your Sales
This book delivers a complete system for profiting from LinkedIn. Top social media marketer Brian Carter shows you how to use LinkedIn to supercharge your existing business-to-business marketing, advertising, and sales processes, generate more qualified leads, and build sales in powerful new ways! Through case studies, Carter reveals how innovative businesses of all types are achieving amazing results with LinkedIn and teaches specific, actionable lessons you can apply right now. Whether you're an advertising expert, content marketer, sales professional, PR pro, B2B executive, or social media specialist, LinkedIn offers you far more power than you may realize--and this book will help you leverage all of it!
YOU'LL LEARN HOW TO
Identify the fastest, easiest ways to profit from LinkedIn
Apply today's 15 most valuable Internet marketing principles to your LinkedIn presence
Network for dollars, with this book's proven six-step relationship-building process
Find hot prospects through quick LinkedIn prospecting and introductions
Use LinkedIn as a "passive prospecting platform": Generate more leads without more work!
Attract "mega-leads" through LinkedIn Answers, Events, and Groups
Strengthen brand awareness and spread key messages
Leverage content marketing (infographics and more) to boost brand awareness and generate more leads
Accelerate your sales cycle with LinkedIn
Improve your lead funnel and ensure that prospects are qualified before they talk to salespeople
Establish efficient weekly LinkedIn marketing routines
Optimize LinkedIn ad campaigns to maximize clicks, leads, and sales
This book delivers a complete system for profiting from LinkedIn. Top social media marketer Brian Carter shows you how to use LinkedIn to supercharge your existing business-to-business marketing, advertising, and sales processes, generate more qualified leads, and build sales in powerful new ways! Through case studies, Carter reveals how innovative businesses of all types are achieving amazing results with LinkedIn and teaches specific, actionable lessons you can apply right now. Whether you're an advertising expert, content marketer, sales professional, PR pro, B2B executive, or social media specialist, LinkedIn offers you far more power than you may realize--and this book will help you leverage all of it!
YOU'LL LEARN HOW TO
Identify the fastest, easiest ways to profit from LinkedIn
Apply today's 15 most valuable Internet marketing principles to your LinkedIn presence
Network for dollars, with this book's proven six-step relationship-building process
Find hot prospects through quick LinkedIn prospecting and introductions
Use LinkedIn as a "passive prospecting platform": Generate more leads without more work!
Attract "mega-leads" through LinkedIn Answers, Events, and Groups
Strengthen brand awareness and spread key messages
Leverage content marketing (infographics and more) to boost brand awareness and generate more leads
Accelerate your sales cycle with LinkedIn
Improve your lead funnel and ensure that prospects are qualified before they talk to salespeople
Establish efficient weekly LinkedIn marketing routines
Optimize LinkedIn ad campaigns to maximize clicks, leads, and sales
More details
Person
Brian Carter is regarded as one of the elite Internet marketing experts in the world. He is the author of the book The Like Economy and co-author of Facebook Marketing (Third Edition). He has 13 years of experience, including Google, Twitter, and Facebook marketing, both as a consultant and marketing agency director.
Brian develops strategies and builds search and social media programs for companies of all sizes, including well-known entities such as Universal Studios, The U.S. Army, Hardee's, and Carl's Jr. He has been quoted and profiled by The Wall Street Journal, ABC News, Mashable, Forbes, Information Week, U.S. News & World Report, and Entrepreneur Magazine.
Brian writes for several of the most popular marketing blogs, including 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 over 8 million times a month.
Brian is a professional speaker who delivers entertaining, motivational talks on Internet marketing and social media. He has presented to corporations and associations. Audience members include CEOs, business owners, and expert marketers. His hands-on business experience, cutting-edge insights, and background in improv and stand-up comedy culminate in a speaker and trainer who leaves every audience not only entertained, but armed with powerful strategies and tactics. He is a regular presenter for top marketing conferences such as SEOmoz, SMX, Pubcon, The AllFacebook Expo, Socialize, The South Carolina Society of Association Executives, and The American Marketing Association.
Brian develops strategies and builds search and social media programs for companies of all sizes, including well-known entities such as Universal Studios, The U.S. Army, Hardee's, and Carl's Jr. He has been quoted and profiled by The Wall Street Journal, ABC News, Mashable, Forbes, Information Week, U.S. News & World Report, and Entrepreneur Magazine.
Brian writes for several of the most popular marketing blogs, including 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 over 8 million times a month.
Brian is a professional speaker who delivers entertaining, motivational talks on Internet marketing and social media. He has presented to corporations and associations. Audience members include CEOs, business owners, and expert marketers. His hands-on business experience, cutting-edge insights, and background in improv and stand-up comedy culminate in a speaker and trainer who leaves every audience not only entertained, but armed with powerful strategies and tactics. He is a regular presenter for top marketing conferences such as SEOmoz, SMX, Pubcon, The AllFacebook Expo, Socialize, The South Carolina Society of Association Executives, and The American Marketing Association.
Content
Part I: LinkedIn for Business
Chapter 1: Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales 1
Networking and Business: Face-to-Face and Online 2
Social Media and Revenue 4
The History of LinkedIn 7
Why LinkedIn Is Relevant to Your Business 8
Why LinkedIn Is More Than a Modern Rolodex 9
How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn 10
LinkedIn Marketing Success Stories 11
Joining LinkedIn Was Worth Nearly Half a Million Dollars 16
Part II: LinkedIn Marketing
Chapter 2: Best Practices: Online Marketing and LinkedIn 19
The History of Online Marketing and Its Best Practices 20
Fifteen Internet Marketing Principles That Apply to LinkedIn 24
Summary 38
Chapter 3: Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership 41
Socially Networked Employees Are Influential and Create Valuable Audiences 42
How to Create Impressive LinkedIn Employee Profiles 44
Incorporating Facebook and Twitter 51
Adding Apps to Your Profile 52
Growing Initial Connections 52
Making Sure Employee Profiles Are Visible and Findable 53
Shaping LinkedIn Profiles for Employees 57
Profile Maintenance 63
Summary 63
Chapter 4: Amazing Brands: Company Pages That Grow Business 65
Company Page Setup Tips 69
Promoting Your Products and Services 71
Company Page Analytics 72
Summary 76
Chapter 5: Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups 77
Content Marketing and Thought Leadership 78
Leveraging LinkedIn Answers for Inbound Leads 80
Participating, Creating, Growing, and Managing LinkedIn Groups 89
Leveraging LinkedIn Events to Promote Your Company 97
Summary 104
Chapter 6: Get It All Done: Your Weekly LinkedIn Marketing Routine 107
One-Time Setup Activities 108
Ongoing Marketing Activities 108
Scheduling It! 110
Summary 114
Part III: LinkedIn Advertising
Chapter 7: Best Practices: Online Advertising and LinkedIn Advertising 115
Advertising Approach #1: Media Buying for Branding Purposes 118
Advertising Approach #2: Direct Marketing and Profitability 119
Advertising Approach #3: A Combination of the First Two Approaches 120
Social Media Advertising 121
Online Advertising Best Practices 122
Comparing Google, Facebook, and LinkedIn Ads 128
Ad Services Through LinkedIn Reps 131
Summary 133
Chapter 8: Win First with Strategy: Inbound Advertising and Marketing with LinkedIn 135
How Does Inbound Marketing Dovetail with Advertising? 136
The Sales Funnel: Advertising, Marketing, and Sales 136
Why Is Marketing Automa
Chapter 1: Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales 1
Networking and Business: Face-to-Face and Online 2
Social Media and Revenue 4
The History of LinkedIn 7
Why LinkedIn Is Relevant to Your Business 8
Why LinkedIn Is More Than a Modern Rolodex 9
How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn 10
LinkedIn Marketing Success Stories 11
Joining LinkedIn Was Worth Nearly Half a Million Dollars 16
Part II: LinkedIn Marketing
Chapter 2: Best Practices: Online Marketing and LinkedIn 19
The History of Online Marketing and Its Best Practices 20
Fifteen Internet Marketing Principles That Apply to LinkedIn 24
Summary 38
Chapter 3: Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership 41
Socially Networked Employees Are Influential and Create Valuable Audiences 42
How to Create Impressive LinkedIn Employee Profiles 44
Incorporating Facebook and Twitter 51
Adding Apps to Your Profile 52
Growing Initial Connections 52
Making Sure Employee Profiles Are Visible and Findable 53
Shaping LinkedIn Profiles for Employees 57
Profile Maintenance 63
Summary 63
Chapter 4: Amazing Brands: Company Pages That Grow Business 65
Company Page Setup Tips 69
Promoting Your Products and Services 71
Company Page Analytics 72
Summary 76
Chapter 5: Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups 77
Content Marketing and Thought Leadership 78
Leveraging LinkedIn Answers for Inbound Leads 80
Participating, Creating, Growing, and Managing LinkedIn Groups 89
Leveraging LinkedIn Events to Promote Your Company 97
Summary 104
Chapter 6: Get It All Done: Your Weekly LinkedIn Marketing Routine 107
One-Time Setup Activities 108
Ongoing Marketing Activities 108
Scheduling It! 110
Summary 114
Part III: LinkedIn Advertising
Chapter 7: Best Practices: Online Advertising and LinkedIn Advertising 115
Advertising Approach #1: Media Buying for Branding Purposes 118
Advertising Approach #2: Direct Marketing and Profitability 119
Advertising Approach #3: A Combination of the First Two Approaches 120
Social Media Advertising 121
Online Advertising Best Practices 122
Comparing Google, Facebook, and LinkedIn Ads 128
Ad Services Through LinkedIn Reps 131
Summary 133
Chapter 8: Win First with Strategy: Inbound Advertising and Marketing with LinkedIn 135
How Does Inbound Marketing Dovetail with Advertising? 136
The Sales Funnel: Advertising, Marketing, and Sales 136
Why Is Marketing Automa