LinkedIn Marketing Master Class - Andrew Chow, Ideas & Concepts
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The document provides a comprehensive guide on optimizing LinkedIn profiles and company pages for better engagement, branding, and lead generation. It includes strategies for crafting an impactful profile, creating compelling company updates, and utilizing targeted content to reach specific audiences. Additionally, it emphasizes the importance of regular engagement, visual content, and establishing thought leadership through high-quality posts.
![How to create a CompanyPage
Tocreate aCompanyPage:
1. ClicktheWorkiconinthetoprightcorner
of yourLinkedInhomepage.
2. Click Create a CompanyPage.
3.EnteryourCompanyNameandchoose
aURL.All CompanyPageURLsare
structuredaslinkedin.com/company/
[YOURCOMPANYNAME].
• LinkedIn membersandsearchengines
will usethis uniqueURLto find your
page.
4. Checktheverificationboxtoconfirmyou
havetherightto act onbehalfofthat
companyinthe creation of the page.
5. Click the Create pagebutton.
• Ifyoudon’t haveaconfirmedemail
addressassociated withyourLinkedIn
account,you’ll be promptedto add
and verify your emailaddress.
6. Click Getstarted onthe welcomescreento
beginediting yourCompanyPage.
• Arederror messagemayappearifyou
haveproblems adding a Company Page.
Topublish yourCompanyPageyoumust
include acompanydescription(250-2,000
charactersincluding spaces)andcompany
websiteURL.Keepinmindthatapreviewof
yourCompanyPageis not available.Whenyou
publishthepage,itislive onourwebsite.
Ifyouhave anyquestions or needassistance,
pleasedon’t hesitateto contactus.
THEBASICS
29
The LinkedIn
CompanyPages](https://image.slidesharecdn.com/6-180928052928/85/LinkedIn-Marketing-Master-Class-Andrew-Chow-Ideas-Concepts-29-320.jpg)
LinkedIn Marketing Master Class - Andrew Chow, Ideas & Concepts
- 1. Andrew Chowideasandrew@gmail.com MANAGING DIRECTOR, IDEAS & CONCEPTS SINGAPORE ~ SEPTEMBER 19 - 20, 2018 DIGIMARCONAPAC.COM | #DigiMarConAPAC DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore LinkedIn Marketing Master Class MASTERCLASS
- 4. 2 Books
- 5. 5 Different Careers in 30 years 1987-1993 1993-1998 1999-2005 2005-2009 2010-
- 6. 7 Teach in CPEs or Adult Learning Institution
- 7. 8 Client
- 9. Concise, Impactful Profile Headline
- 10. Have an unique Linkedin URL
- 11. Well Written / Developed Summary 1. Who are you? (Personality) 2. What do you do? (Role) 3. Why I am unique? (X Factor/USP)
- 12. Showcase Your Social Portfolio with related links Summary Work Experience
- 13. Well Developed Skills & Endorsements Top skills Better! Good skills Good!
- 14. Well Constructed List of Professional Experience Work Experience Good! Work Achievement Better!
- 15. Increase Your Connection Systematically Install this habit! Dig out old name cards and look for all of them Look out everyone you meet on Linkedin after you have received their name cards Put your Linkedin URL on your email signature
- 16. Find the Right People • Find Prospect based on: • Level of Connections • Job Title • Companies • Schools • Industries
- 17. Recommendations from Customers & Colleagues How did you know me? What did I do for you? How do you feel about my performance? What are three work ethics you like? Leading Questions:
- 18. Establish Thought Leadership through Long Post Have a compelling title Insert a engaging visual Write with sub headings Put conclusion in the beginning Share it on your other platforms
- 19. Involvement in Selected LinkedIn Groups • Search for topics of interest • Join in the discussion • Ask for opinion • Contribute to open questions • Share your experience • Create your own space
- 20. Honors and Awards • Award Name • Name of Presenter • Year of Award • 50-word Description
- 23. Publications / Written Works • Personal Blog • Articles to the press • Contributing author to a book • Whitepaper • Wikis • Media Appearance
- 24. Volunteer Work What have you done? What are you looking for? What do you care about?
- 25. “All-Star” Linkedin Profile Cheatsheet Professional Profile Photo (Headshot) Concise, Impactful Profile Headline Well Written / Developed Summary Well Constructed List of Professional Experience Well Developed Skills & Endorsements Connect with anyone who looks like an “All Star” or “Premium” Recommendations from Customers, Peers & Colleagues Involvement in Select LinkedIn Groups Highlighted Projects Publications / Written Works
- 26. The CompanyPages
- 27. Company Pages are where you attract and interact with your target audience because it’softenoneof thefirstpagesLinkedIn membersvisit to learnabout your company. Youcancatch the eyeofprospective customersbyfeaturingrelevant andcreative content,suchasyourbeautifullydesigned eBooks,case studiesandhow-tocontent. Bydeliveringusefulandengagingcontent that solveyourprospects’ pain points,you’ll fosterengagementandhelpyourmessage spreadfast. ACompanyPageisalsoaplaceto showcase life inside yourfirm,whetherforrecruiting purposesor to giveprospectivecustomersa senseof whatit’slikedoingbusinesswithyou. Ifyoutreat the pageasadynamicmarketing tool (rather thanastatic “About Us”page),you canestablishthoughtleadership,build brand awareness,andmoveyouraudience totake action. OurLinkedInCompanyPagehasover2millionfollowers. First Thing’s First:Whatis a CompanyPage? 27 The LinkedIn CompanyPages
- 28. ShowcasePagesarelinkedto yourCompany Page,but allow youto createandshare contentthat appeals to differentsegments of youraudience.For example,theLinkedIn MarketingSolutions ShowcasePagehasa completelydifferentlook andfeel thanthe LinkedIn CompanyPage TomakeyourShowcasePagemoreeffective: • Usekeywordsin pagenamesso theyare easyto find viasearch • AddaLinkedIn follow button to website pagesthat correspondto ShowcasePages • Cross-promotewithyourCompanyPage Here’sasnapshot of the LinkedInMarketing Solutions Showcase Pagemyteammanages. Whatis aShowcasePage? 28 The LinkedIn CompanyPages
- 29. How to create a CompanyPage Tocreate aCompanyPage: 1. ClicktheWorkiconinthetoprightcorner of yourLinkedInhomepage. 2. Click Create a CompanyPage. 3.EnteryourCompanyNameandchoose aURL.All CompanyPageURLsare structuredaslinkedin.com/company/ [YOURCOMPANYNAME]. • LinkedIn membersandsearchengines will usethis uniqueURLto find your page. 4. Checktheverificationboxtoconfirmyou havetherightto act onbehalfofthat companyinthe creation of the page. 5. Click the Create pagebutton. • Ifyoudon’t haveaconfirmedemail addressassociated withyourLinkedIn account,you’ll be promptedto add and verify your emailaddress. 6. Click Getstarted onthe welcomescreento beginediting yourCompanyPage. • Arederror messagemayappearifyou haveproblems adding a Company Page. Topublish yourCompanyPageyoumust include acompanydescription(250-2,000 charactersincluding spaces)andcompany websiteURL.Keepinmindthatapreviewof yourCompanyPageis not available.Whenyou publishthepage,itislive onourwebsite. Ifyouhave anyquestions or needassistance, pleasedon’t hesitateto contactus. THEBASICS 29 The LinkedIn CompanyPages
- 30. Sponsored Content &Direct Sponsored Content LinkedIn SponsoredContentallowsyouto publish relevant content andreach atargeted audienceof professionalsbeyondjustyour LinkedIn CompanyPagefollowers. UsingDirectSponsoredContent, youcan share content directly in the newsfeed, giving you the ability to personalize and test content without havingto originatepostson your LinkedIn CompanyPage.Makeyourcontent morerelevant bysendingpersonalized messagesto specific audiences.Thentest andretestavarietyof contentinrealtimeto optimizeperformance. of Sponsored Contentengagement comes frommobile devices. Make sureyourwebsite or landing page design isresponsive. 80% Invest in yourCompanyPage 30 The LinkedIn CompanyPages
- 31. Invest in yourfollowers It’simportantto rememberthatemployees areautomatically followers of theirCompany Page.This is usefulbecause,onaverage, employeeshave 10xthe connectionsas their companyhasfollowersonLinkedIn. Employeescanshareyourcontent withtheir manyconnections, increasingvisibilityof yourbrand. LinkedInDynamic Adsare one greatwayto attract newfollowers.Buildrelationships and grow your company’s LinkedIn follower count using unique ad formats and “Follow Company”CTAs. Learn more here. Alongthe samevein,youcannow chooseto addaFollowbutton toyour SponsoredContent.Ifyourgoalisto acquire followers,including the Follow buttonis worthconsidering. Learn more here. YoucanalsoaddaFollowbutton pluginfor freeto yourwebsitesopeoplecanfollowyour CompanyPagefromyoursite. Learn more here. Invest in yourCompanyPage Employees have10Xthe connections as theircompany has followers onLinkedIn.10X 31 The LinkedIn CompanyPages
- 32. Build relationshipswithyourprospects bygetting yourbrand’s wordoutand activelyengagingwithandreplyingto followers’comments. KeyBrand AwarenessMetrics: • Pagefollowers • Postclicks • Engagement(Likesandsharesof yourposts) • Comments B2Bprospectsengagewith7piecesof contenton averagebeforemakingapurchase decision1 .Drivehigherqualityleadsby featuringagood mixof upperfunneland lowerfunnelcontent,includingtipsheets, eBooksandcasestudies. KeyLeadGenerationMetric: • Inquiriesand leads(Makesureyou include trackingcodeswithinthe links in yourposts.) Insider tip Youcanalso attracttoptalentby leveraging the Careers Pageon your CompanyPage. Building a StrategyAround YourObjectives 12 Before youcreate yourCompanyPagestrategy,think aboutwhat youwantto achieve. Herearefourcommonobjectives: 1.Brand Awareness 2.Lead Generation Weencourage ouremployees to share best practices and insider tips to help ouraudience achievetheir marketinggoals onLinkedIn. Oneof our evergreenpieces of content, The Sophisticated Marketer’sGuideto LinkedIn,continues to generate the highestnumberof downloads andthe highestnumberof marketingqualified leads. The LinkedInCompanyPages1:https://www.idgenterprise.com/resource/research/ce-2017-customer-engagement/
- 33. 13 74%of prospectschoose the companythat wasfirst to helpthemalongtheirbuyer’s journey.2 Shareperspectivesonindustrynews andtrends,helpful product how-to’sand articlesthat reflect yourcompany’svision. KeyThoughtLeadershipMetrics: • Pagefollowers • Postclicks • Engagement(Likesandsharesof yourposts) • Comments YourLinkedIn CompanyPageis perfect for promotingupcomingwebinarsand eventsyourcompanyis attendingand/or sponsoring. KeyEventRegistrationMetric: • Eventregistrantsdrivendirectly fromyour CompanyPage,whichyoucanmeasure usingtrackingcodeson yourevent registrationURLs. Building a StrategyAround YourObjectives Wecreateda graphicwith a quote featuring LinkedIninfluencer, Brian Solis.Then wesponsored it andpinneditto the top of our LinkedIn MarketingSolutions ShowcasePage. ThisSponsored Contentpost drove 660new blogsubscriptions. (That’s 3%of total conversions.) OurShowcase Pageconsistently drives highwebcast registration numbers. 2:SAVO,Techniquesof Social Selling:Just DoIt! 3.ThoughtLeadership Give It Time The time investment needed to maintain and evolveacreative and effectiveCompany Page is roughly 30min to1hour daily. The LinkedInCompanyPages 4.Event Registration
- 34. The text: • Keepit to 150charactersorless. • Askyourself:WouldIclickthis? • Includeaspicypointof vieworan interestingstatistic The CTA: • Includeaclear call toaction • Askyourself:Whatwill theytakeaway fromthis piece of content?Whatwill compelaclick? The shortened link with a tracking code included: • CreateavanityURLusingBitlyorother URLshorteningtool • Addtrackingcode parameterstothe endof yourlinksoyouknowwhere trafficiscomingfrom.Basicsrcandutm parametersarebestto trackwithin GoogleAnalytics. The image: • 1200x627pixelsisbest • Selectsomethingeye-catchingthatwill standout in thefeed • Branded imageryis betterforbrand recognition andconsistency • Ensurethe imagematchesthemessaging • Keepthe textlight Weholdinternal photo shootsandfeature ourownmarketersinourcontent.Weseeit asagood wayto showcase ourteam’spersonalityand makeourupdatesmorepersonal. Anatomyof aCompanyUpdate 34 The LinkedIn CompanyPages
- 35. Posting Targeted Updateson Your Company Page YourCompanyUpdatescanbetargeted, allowingyoutheabilityto tailorcontentto specific audiences.Updatesaretargeted basedonfollowers’profiledatasuchas companysize,industry, function,seniority, geography, andlanguagepreference.You canalso reachnon-employeefollowers usingthesesametargetingparameters. Totargetanupdate on yourCompanyPage to aspecificaudience: 1. Draft your Company Page updateon the Updatestab of the admincenter. 2. ClickAllFollowersatthebottomofthe updatebox. 3. SelectTargetedAudiencefrom thedropdown. 4. Onthe Targetaudiencesettingspage, select the audienceattributes youwant to target: • Languages • Geography • Job function • University • Degreeearned • Field ofstudy • Industry • Companysize • Senioritylevel 5. Afterchoosingyoursettings,thetargeting tool willautomatically showyouhow manyviewersarebeingtargetedonthe rightsideofthepage.ThisEstimated targetaudienceisthenumberofpotential peoplewhowill seetheupdateonboth their LinkedInhomepagefeed andonyour CompanyPage. • Ifyoursettingscreatedanarrow audience,removesometargeting criteria to broadenyourscope. 6. Whenyou’re readyto apply yoursettings, click Saveandcreate viewat the bottom of thepage. 7. Click the Postbutton toshareyourupdate. How to Increase ContentEngagement Insider tip Using aShowcase Page to have a country/region specific pageisnot the best usage.The best approach is to target and tailor organic and paid content inthe Company Page central feed. 35 The LinkedIn CompanyPages
- 36. DEEPDIVE Taking yourpageglobal Customizing Your Page to Reacha Global Audience Ifyou’dlike yourCompanyPageto reach membersaround the world,herearesome options: • Youcanadd otheradminsfromregional offices andtheywill sendcompany updatestargetedto theirregion. • Youcandisplay yourpage’snameand description in over20languages.Members will beableto seewhatyourpageshows in their language.Ifyouhaven’tadded language-specificinformation,they’llsee the default nameanddescription. 36 The LinkedIn CompanyPages
- 37. What to Share Herearethe typesof content thatare effectiveto shareon yourCompanyPage: • eBooks,SlideShares,Infographicsand YouTubevideos • Blogposts • Casestudies • Third-party industryarticlesandreports • Helpful how-tocontent • Vividvisuals(Visualis thenewheadline!) • Serial,themedposts (Forexample, #MondayMotivationand #WednesdayWisdom) Whenourteam goes to conferences, wegather influencer quotesand then repurposethemintoblogposts and graphicsfor#MondayMotivation. Whenwelaunch an eBook,wetypicallycreate 4-5imagesfeaturingthe eBookcover,stats,quotesandtipstakenfromthecontent. How to Increase ContentEngagement CompanyUpdatescontaininglinks canhaveuptoa45% higher follower engagementthan updates withoutlinks.45% 37 The LinkedIn CompanyPages
- 38. THEBASICS AChecklist for successwith LinkedIn CompanyPages 1HR. Daily What to Share: Whitepapers eBooks CaseStudies IndustryArticles Helpful how-tocontent 38 The LinkedIn CompanyPages Objectives: Brand Awarness LeadGeneration ThoughtLeadership EventRegistration Key Metrics: PageFollowers PostClicks Engagement Inquiries&leads Eventregistrants Action Items: Post 3-4Xaday Engagewithfollowers via postcomments Changeheaderimage every6months
- 39. LEGEND 3keysto engageyourtarget withcontent Testeverything Visualis the newheadline Organicisgood.Paidisbetter Overthe pastcouple of years,wehave developed andrefinedanalways-oncontent strategy that madethe LinkedIn Marketing Solutions Showcase Page adestination for marketers. It’saplan weencourageyouto adopt for yourownCompanyorShowcase Page. The infographic tothe rightshowsa completetimeline ofhow the pagefound anaudience(andvice versa),frominception right up to2016. OurJourney to OurFirst 100KShowcase PageFollowers 10,000 MAY 2014 30,000 APRIL 2015 80,000 MARCH 2016 LINKEDIN MARKETING MILESTONES 90,000 APRIL 2016 24,675 DECEMBER 2014 Publishonlyrichmediaposts (Visualisthenewheadline!) Testpostingatdifferenttimes ondayandwatchengagement 40,000 JULY 2015 Experimentwiththemes (e.g.,‘Monday Motivation’) and posts withoutlinks 50,000 SEPTEMBER 2015 Change social headersevery6months Sponsor top-performingorganiccontent 60,000 NOVEMBER 2015 Incorporatemorequotes and statsinto ourimagery 65,068 DECEMBER 2015 Launch more Sponsored Content Campaigns(mixofleadgeneration, brandawareness and thought leadershipplays) 70,000 JANUARY 2016 Incorporatemore A/Btestingusing DirectSponsoredContent Post 3-4timesaday MAY 2016 Ensureimagealways matchesmessaging Test length of updates (found 150 characters of fewerperformbest) BORN JANUARY 2014 100,000 39 The LinkedIn CompanyPages
- 40. 1. Lenovo Buildthoughtleadershipbyfeaturingyouremployeesandgivingfollowersaninside look into yourcompanyculture. Lenovo’s companyupdatesfeature playfulcopythatshows personalityandshortheadlinesthat almost alwaysinclude acall-to-action. Followers aremorelikelyto shareeasilydigestiblenuggetsof informationthatmakethemappear moreknowledgeable. 2.Capgemini Featureengaging,brandedimagerythathighlightsaninterestingstatorquotefor optimalengagement. 10Examples of Exceptional CompanyPages In no particular order... 40 The LinkedIn CompanyPages
- 41. 3. Petrobras Speakyouraudience’slanguagebytargetingmessagesbylanguageandgeography. Makeyourcontentevenmorerelevant withtargetedupdates. No onewantsbe aroundthepersonatthepartywhoonlytalksabout themselves. 4.Adobe Share helpful, third-partycontent. 10Examples of Exceptional CompanyPages 41 The LinkedIn CompanyPages
- 42. 5.HubSpot Sharecontentthatisvaluableto youraudiencebyansweringtheirquestionsorhelping solvetheirproblems. Sharingchecklists,templatesandcontentcalendarsshows HubSpotistryingto be genuinelyhelpfulto theiraudience. Amazonhas 10ShowcasePages 6.Amazon Accentuate different businessentitieswith aShowcasePage. 10Examples of Exceptional CompanyPages 42 The LinkedIn CompanyPages
- 43. 7. Salesforce Tofurther conveyyourmessage,makesurethe imagesandthumbnailspostedwith yourupdatesarerelevantto thecontentbeingshared. SalesforceusestheirShowcasePageto feature theirbestblogcontentwithbrandedimagerythat matches themessaging. HCLTechnologiesleveragestheirupdatesto shareexcitingnewsand exclusivecontentabout theircompany. 8. HCL Technologies Featureyourmostvaluablecontentbypinninganupdateto thetop of your CompanyPage. 10Examples of Exceptional CompanyPages 43 The LinkedIn CompanyPages
- 44. 9. Tesla Sharecontentthatemphasizesyourcompany’spositionasanindustryleader. Tactical self-promotioniskey.AllthebestbrandsuseLinkedInCompanyPages to highlighttheirbestattributes. YoucanalsoleveragetheJobs pageonyourCompanyPage. 10.Telstra Attract toptalent bysharingremarkableexperiencesfromactualemployees. 10Examples of Exceptional CompanyPages 44 The LinkedIn CompanyPages
- 45. #1 All staff add company page as workplace
- 46. #2 Selected staff contribute long post on Linkedin Pulse
- 47. #3 All staff should share relevant company page updates on their status
- 48. #4 Stick to regular timing for scheduled posting. Avoid ad-hoc posting.
- 49. #5 Use Linkedin company follow plugin on your website
- 50. #6 Share Youtube videos to get more engagement from existing followers
- 51. #7 Optimize your LinkedIn page for search engines. Include relevant keywords in your description
- 52. #8 Leverage Slideshare for thought leadership
- 54. #10 Post Job Opportunities from Career Page