Maximizing LinkedIn for Sales and Social Media Marketing: An Unofficial, Practical Guide to Selling & Developing B2B Business On LinkedIn

Оглавление

Neal Schaffer. Maximizing LinkedIn for Sales and Social Media Marketing: An Unofficial, Practical Guide to Selling & Developing B2B Business On LinkedIn

Preface

Introduction

The LinkedIn Mindset

Your Brand Is Your Online Persona

You Are What You “Tweet”

Creating a Public Persona

Building Virtual Networks Online

LinkedIn User Advice: “LinkedIn is only valuable if you decide to be an active member.”

Why Every Business Needs to Be on LinkedIn

The Job-Seeker Misconception

LinkedIn vs. Facebook: Which Is Right for Your Company?

LinkedIn as the Virtual Industry Event of the Year. . . 24/7

Case Study: Utilizing LinkedIn Groups Versus Facebook Fang Pages for Business Purposes

Every Employee Can Be a Sales Person

Get Your LinkedIn Profile In Order

Getting Your Company’s Network Connected: Why Every Sales and Marketing Employee Should Have a LinkedIn Profile

Creating Your Sales-Oriented LinkedIn Profile

Creating a “Complete” Profile

Case Study: How Prospects Find You through Your Profile

LinkedIn Profile Optimization

How Do Your Company Employees Rank?

Case Study: How Profile Keyword Selection Yields Business

Reestablishing Your LinkedIn Network

How Many Connections Should I Have?

Case Study: Developing Business through the Art of Connecting

Creating Your LinkedIn Connection Policy

It’s Not About Your First-Degree Connections!

Connecting with People Outside of Your Network

Strategically Expanding Your Network

Creating Your Business Outpost on LinkedIn Companies

Understanding the Functionality that LinkedIn Companies Provides: A Comparison with Facebook Pages

Establishing Your Companies Page

Promoting Your Products and Services

Reputation Management on LinkedIn Companies

Case Study: Leveraging Customer Loyalty with a Companies Page

Social Media Marketing and Your LinkedIn Companies Page

Engaging Your Company’s Followers

Developing a Targeted Community of Professionals through LinkedIn Groups

LinkedIn Groups: Virtual Tradeshow Breakout Sessions

Creating Your LinkedIn Community

Case Study: Using Groups and Subgroups to Foster Community

Establishing LinkedIn Group Settings and Policies

Moderating Your Group for Success

LinkedIn Group Engagement Strategy

Finding Relevant Content to Share in Your New Group

The Announcement Feature: Your Call to Action

Promoting Your LinkedIn Group

Case Study: Creating a LinkedIn Group to Promote Interest in an Event

Subgroup Strategies: Is It Time to Create One?

The Many Ways to Engage on LinkedIn

Groups

Case Study: Building a Business from LinkedIn Groups Engagement

Answers

Network Updates

Events

Case Study: The Importance of Relevant Status Updates

Reading List by Amazon

Utilizing Business Intelligence from the Professional Graph

LinkedIn Companies

Follow Your Competition

LinkedIn Signal

LinkedIn Today

User Profile Data

LinkedIn Groups and Answers

Advice on Prospecting on LinkedIn

Reaching the “Untouchables”

Case Study: High Quality LinkedIn Network Fosters Successful Prospecting

Organizing Your Prospects with Profile Organizer

Obtaining Thought Leadership and Gaining Mindshare on LinkedIn

Status Updates

Groups

Case Study: Targeting the Wealthy B2C Consumer through LinkedIn Status Updates

Answers

Polls

Utilizing LinkedIn for Social Media Optimization

Your LinkedIn Profile

LinkedIn Groups

LinkedIn Companies

Applications

Integrating Your LinkedIn Presence with Your Website

Paid Media on LinkedIn: Investing in LinkedIn Ads

Getting Started Is Easy

Micro-Targeting Options

Determining Your LinkedIn Ads Budget

Case Study: Using LinkedIn Ads to Generate Business

Pay to Play?

Exploring the Benefits of a Paid Account: LinkedIn Personal Plus

Business and Business Plus Paid Accounts

Your Daily LinkedIn Routine and ROI

The Daily Routine: Professional Perspective

The Daily Routine: Corporate Perspective

Determining the ROI of Your LinkedIn Efforts

Appendix A: Resources to Help You Stay Up to Date

Websites

Books

Appendix B: Additional Case Studies

Case Study: Reconnecting with Old Contacts Yields Business

Case Study: Asking Questions as an Engagement Vehicle

Case Study: The Potential Revenue-Generating Power of Groups Online and in Person

Case Study: How I Developed Business on LinkedIn Groups

Case Study: Active Participation in LinkedIn Groups Attracts Business

Case Study: The Challenging Third-Degree Connection

Case Study: Using LinkedIn for the Greater Good

Glossary

The Production Team

About the Author

Отрывок из книги

It has been approximately 21 months since I published my first book about LinkedIn, Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn. As a first-time author, I was ecstatic that it received a few prestigious book industry awards, including silver recognition as the best business reference book of the year in 2009 from the Axiom Business Book Awards and honorable mention as the best non-fiction book of 2009 from the DIY Book Festival. And even as I write this new book, I am honored that my first book still remains one of the best-selling LinkedIn books. If you have already bought Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn (hereafter referred to as Windmill Networking: Maximizing LinkedIn), I want to thank you for your support.

One of the initial book reviews I received after publishing Windmill Networking: Maximizing LinkedIn, was a criticism that my book suffered from a “personality complex.” In other words, was it a book for businesses or merely about networking? The answer to that question is that my first book was meant to be a reference manual for professionals in every industry to truly maximize LinkedIn for whatever objective they might have. I believe that, at the very least, all professionals should be on LinkedIn to develop and/or better represent their personal brands, even if they are happily employed, networking, and enhancing their brands in other ways. Ideally, however, they should all understand the functionalities of LinkedIn as well as the concept of Windmill Networking, which allows people in all industries to better represent and grow their brands and professional careers.

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