A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.

1. 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

2. Agenda
I. About Inbound Marketing
II. Overview of LinkedIn for Marketing
III. Questions From the LinkedIn Group

3. How We Organized This Webinar
3

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
6

7. SEO
Social
Media
Blog
Flickr: WanderingtheWorld
7

8. Social Media Feeds the Funnel
Blogging SEO LinkedIn Email Pay-Per-Click
Website Visitors
Leads
LinkedIn
Customers
8

9. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships

10. Agenda
I. About Inbound Marketing
II. Overview of LinkedIn for Marketing
III. Questions From the LinkedIn Group

11. Setup Your Profile
11

12. Build Your Network
12

13. Use Groups
13

14. Answer Questions
14

15. Agenda
I. About Inbound Marketing
II. Overview of LinkedIn for Marketing
III. Questions From the LinkedIn Group

16. Thanks for Help Answering Questions!
John McTigue Rebekah Donaldson
Inbound Marketing Strategist CEO at B2B Communications
www.kunocreative.com www.b2bcommunications.com
Cleveland/Akron, Ohio Area Sacramento, California Area
16

17. LinkedIn Ads?
Has anyone done research or surveys
to evaluate the effectiveness of these
Jennifer Stalford ads? Both click rates and lead
Entrepreneur, Real Estate
Investor,
conversions.
Charlotte, North Carolina Area
17

18. Adoption?
How do I motivate my slightly old
fashioned sales team to set up and use
Lesley Hansen LinkedIn?
Marketing Director TeleWare
Group
Darlington, United Kingdom
18

19. Spam?
Once you set up a group, how do you
manage membership to prevent
members from spamming other
Teri Gidwitz
Digital marketing leader
members?
Greater Chicago Area
19

20. Spam?
Once you set up a group, how do you
manage membership to prevent
members from spamming other
Teri Gidwitz
Digital marketing leader
members?
Greater Chicago Area
20

21. Applications?
What applications are useful for
optimizing the Linked In experience for
the Inbound Marketer and who they are
Erik Fisher
Masters of Education
trying to reach?
Online Program
Representative at Indiana
Wesleyan University
Indianapolis, Indiana Area
21

22. For Individuals? Or Companies?
Linkedin still feels focused on the
individual and job seeking, instead of the
company and building business. How do
Jackie Kaufenberg
Marketing Manager at
I make it into an asset for my company
Altimate Medical Inc and integrate into the companies social
Greater Minneapolis-St.
Paul Area media initiatives?
22

23. Measurement?
How does one measure the success of
utilizing LinkedIn? And, how do the
measurement methods differ from other
Anand Thaker
Online Marketing Manager
social mediums?
at APX, Inc
Birmingham, Alabama Area
23

24. Track the Whole Funnel
Website Visitors
Leads
Customers
24

25. How to Track Your Funnel
Track visitors.
25

26. How to Track Your Funnel
Track leads.
26

27. How to Track Your Funnel
Track customers.
27

28. Track the Whole Funnel for Each Channel
Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
28

29. Why Tracking Via Channels Is Critical
Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
29

30. Final Thoughts …
30

31. Build Leverage
31

32. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
32

33. HubSpot Puts the Pieces Together
33

34. 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
LinkedIn: www.linkedin.com/in/elliemirman
Twitter: www.twitter.com/ellieeille