如何使用领英 (LinkedIn) 营销 (英语)

22
Measurement?
Anand Thaker Online Marketing Manager at APX, Inc Birmingham, Alabama Area
How does one measure the success of utilizing LinkedIn? And, how do the measurement methods differ from other social mediums?
How to Use LinkedIn for Marketing
LinkedIn Best Practices from LinkedIn's Top Marketing Community
Rick Burnes & Ellie Mirman Twitter: @rickburnes @ellieeille February 25, 2010
20
Applications?
Erik Fisher Masters of Education Online Program Representative at Indiana Wesleyan University Indianapolis, Indiana Area
What applications are useful for optimizing the Linked In experience for the Inbound Marketer and who they are trying to reach?
4
Marketing Today (Inbound)
5
What Is Inbound Marketing?
Process
Get Found • Publish • Promote • Optimize
Website Visitors
Tools
Get Found • Content Mgmt • Blogging • Social Media • SEO • Analytics
16
LinkedIn Ads?
Jennifer Stalford Entrepreneur, Real Estate Investor, Charlotte, North Carolina Area
Has anyone done research or surveys to evaluate the effectiveness of these ads? Both click rates and lead conversions.
Convert
Leadswenku.baidu.com
Convert • Test • Target • Nurture
• • • • • •
Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics
Customers
6
SEO
Social Media
28
Why Tracking Via Channels Is Critical
Visitors
Leads
Conversion
Customers
Net Conversion
Twitter Facebook Stumbleupon
3,289 504 511
554 75 28
17% 15% 5%
12 6 1
Thank You!
Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/
LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
0.4% 1.2% 0.2%
29
Final Thoughts …
30
Build Leverage
31
Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
32
HubSpot Puts the Pieces Together
33
Agenda
I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group
How We Organized This Webinar
3
Traditional Marketing (Outbound)
21
For Individuals? Or Companies?
Jackie Kaufenberg Marketing Manager at Altimate Medical Inc Greater Minneapolis-St. Paul Area
Linkedin still feels focused on the individual and job seeking, instead of the company and building business. How do I make it into an asset for my company and integrate into the companies social media initiatives?
Setup Your Profile
11
Build Your Network
12
Use Groups
13
Answer Questions
14
Agenda
I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group
17
Adoption?
Lesley Hansen Marketing Director TeleWare Group Darlington, United Kingdom
How do I motivate my slightly old fashioned sales team to set up and use LinkedIn?
LinkedIn: www.linkedin.com/in/elliemirman Twitter: www.twitter.com/ellieeille
23
Track the Whole Funnel
Website Visitors
Leads
Customers
24
How to Track Your Funnel
Track visitors.
25
How to Track Your Funnel
Track leads.
26
How to Track Your Funnel
Blog
Flickr: WanderingtheWorld
7
Social Media Feeds the Funnel
Blogging SEO LinkedIn Email Pay-Per-Click
Website Visitors
Leads
LinkedIn
Customers
8
How to Get Started
19
Spam?
Teri Gidwitz Digital marketing leader Greater Chicago Area
Once you set up a group, how do you manage membership to prevent members from spamming other members?
Track customers.
27
Track the Whole Funnel for Each Channel
SEO Visitors
Blog Visitors
PPC Visitors
Social Media Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media Customers
Thanks for Help Answering Questions!
John McTigue Inbound Marketing Strategist www.kunocreative.com Cleveland/Akron, Ohio Area
Rebekah Donaldson CEO at B2B Communications www.b2bcommunications.com Sacramento, California Area
18
Spam?
Teri Gidwitz Digital marketing leader Greater Chicago Area
Once you set up a group, how do you manage membership to prevent members from spamming other members?
Listen
Share Your Content Listen More
Build Relationships
Agenda
I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group