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

by Brian Carter

Overview

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

Product Details

ISBN-13:	9780133048032
Publisher:	Pearson Education
Publication date:	07/23/2012
Series:	Que Biz-Tech
Sold by:	Barnes & Noble
Format:	eBook
Pages:	272
File size:	16 MB
Note:	This product may take a few minutes to download.
Age Range:	18 Years

About the Author

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.

Table of Contents

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 Automation Important? 138
Strategies for LinkedIn Advertising 140
Advertising Goals and Metrics 144
Summary 146
Chapter 9: B2B Advertising: How to Create and Optimize LinkedIn Ads 147
Creating Your First Campaign 148
Targeting Audiences 149
Campaign Options 154
What Kind of Results Should You Expect? 156
Chapter 10: Advanced Strategies and Tactics for High-Impact LinkedIn Ads 159
Optimize Your Results by Creating Better Ads 160
Get Better Results with Better Targeting 164
Relevance: Know Your Audience 169
How to Get Better Ideas 171
Supplementing with Facebook and AdWords Ads 174
Part IV: LinkedIn Sales
Chapter 11: Best Practices: Traditional and Modern Sales 175
Sales All-Time Best Practices 176
Best Practices in Twenty-first Century Sales 184
How LinkedIn Changes Sales...or Doesn’t 188
Chapter 12: Salespeople and Social Sales 193
Less Interruption, More Discovery 194
What Is “Social Sales”? 195
What Motivates Salespeople? 197
Chapter 13: Social Sales Prospecting and Making Contact 201
Finding New Customers with LinkedIn 202
The Six Steps of Relationship Building 205
More Ways to Contact New Prospects 209
More Real-world Experiences with LinkedIn Social Sales 210
Part V: Conclusions
Chapter 14: How Advertising, Marketing, and Sales Employees Work Together for Extraordinary B2B Results 213
The Benefits of Teamwork 214
Seven Topics for Team Collaboration 215
For Advertising People: How to Mesh with Sales and Marketing 215
For Marketing People: How to Mesh with Advertising and Sales 216
For Salespeople: How to Mesh with Marketing and Advertising 218
Chapter 15: The LinkedIn Advantage: Five Organizational Shifts That Support B2B Success 221
The Internet Changes Quickly and Often 222
Adopting New Opportunities at the Right Time 222
How Much Change Are We Talking About? 223
Critical Shifts for Your Organization 224
Chapter 16: Social Prospects: The Future of B2B Social Media 229
Ride Every Wave of Opportunity 230
Online Marketing Trends 231
People Trends 236
Summary 239
Index 241