November Business Growth Workshop Marketing on LinkedIn: SMB Tips & Tricks for Advertising and Profile Optimization

https://www.linkedin.com/company/stratac-marketing/ https://www.linkedin.com/in/virginiastewartcase/

LinkedIn Stats 40% of users check it daily 47% of B2B businesses use LinkedIn 2.47% visit to lead conversion Original content is viewed 6x more than job-related activity 74% of B2B buyers choose companies that are first to provide useful content 94% of B2B marketers use Linkedin to distribute content 7:10 professionals think of linkedin as a trustworthy source of professional content Audience has 2x the buying power of average web audience 4:5 members drive buying/business decisions

Business Profile Checklist Keywords: Google can preview the first 156 characters of your description in search results. Photography/Quality Images Alternate Social Channels & Buttons on your content Other sources of company data - can people dig deeper? Testimonials Multimedia Showcase pages Credibility, Trustworthiness Quality vs. Quantity of content Social vs. Personal attitude and style of posts Connect with employees

Showcase Pages Free extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. Create pages for aspects of your business that use distinct messaging and target specific audiences. TO DO: Identify business areas that need a Showcase Page. Click the "Edit" menu on your Company Page. Select "Create a Showcase Page." Be helpful, not salesy. Research successful brands: Adobe, Cisco, Microsoft, HP.

Content for Your Business Checklist High quality information Calls to action vs information Post - 500-1,200 words @mention Censor yourself Schedule the time to be active Don’t be a fax machine Use multimedia to garner attention Post Tuesdays and Thursdays between 7-9 am or Saturday between 6-10am Use keywords you want to be found for Provide ready-to-use takeaways in list format Post Jobs

Dos Treat it like a brochure Give detailed descriptions and accomplishments Use simple language Check your spelling Beware of notification settings Link to valuable content Join the right groups Be active Nurture your network Stay alert (24-48h) Add the Insight Tag (html) to your website

Don’ts Purvey spam Blast away Share bad data Solely self-promote Go dormant Go wild Share drama

Drive Engagement Through Content Choose your content. Start by sponsoring an organic update recently published to your LinkedIn Company Page. Target your audience by location, company, industry, title, skills, degree of study, and more. Set your bid and campaign budget by cost per click (CPC) or cost per thousand impressions (CPM). Launch your campaign and start promoting your content right in the LinkedIn feed. Measure your results and track key metrics including clicks, impressions, and engagement with your content. Optimize your impact by testing variations of your content and target audiences, using scalable campaign management tools.

Advertising

Advertising

#1 Sponsored Updates https://www.google.com/cloud/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=na-US-all-en-brand-socialpost-all-cl/itdm-perception-none-social-1002407&utm_content=video-gca_numbers-none-none-DEV_all-CRE_{creative}-ADGP_cloud-207759161-782067&dclid=CODarOHQxNcCFcOhswodH2IFaQ

Best Practices for Sponsored Updates Strong thumbnail images, not just scraped ones (colors and people) Compelling headlines, numbered lists, stats Name drop relevant names Have a good landing page with a short 3 question form (70% of clicks will come from mobile users) Use tracking codes in landing page URLs Trust but verify LinkedIn’s data Protect your budget DON’T Focus on yourself / hard sell Write too much (Goal = ~140 characters) Use crummy images

#2 Text Ads Best for: People without graphic design skills Small budgets Strong calls to action Testing of Multi-variation verbiage (A/B) Always: Set an aggressive maximum bid Include an image on landing page Turn off low-performing ads Target based on specific criteria Optimize by: Focusing on unique campaigns for different products or services Creating multiple versions - check your CTR Testing geography, message, bid, and budget Give at least 2-3 days to review results and adjust.

https://www. vistage. com/landings/chair-vistage- 2/ https://www.vistage.com/landings/chair-vistage- 2/?campaignID2=701800000017QLb&ls=LinkedIn&lsd=3Q_LinkedIn_Chair_Seniority_Function&utm_source=linkedin&utm_c ampaign=acqchair&utm_medium=cpc&utm_term=3Q_LinkedIn_Chair_Seniority_Function&utm_content=3q

#3 Sponsored InMail Best for: Boosting registrations with personalized invites to webinars or in-person events Driving conversions with targeted product and service promotions Promoting content downloads of infographics, white papers, eBooks, and more Best subject lines include: Thanks Exclusive Connect Job opportunities Join Us Pro tip: Limit your message to 1,000 characters. Always use calls to action: Try Register Reserve Join Confirm Download

Try, Evaluate, Test, Refine Limit variables a/b/c/d/e testing Use fresh creative Be clear in your expectations and objectives Pro tip: Ask, would I actually read this?

The Website Wut-Oh… Lead Gen Forms: Forms are prefilled with accurate profile data Can track ROI easily Access and manage leads

Targeting an Audience: Location

Targeting an Audience: Ideal Audience

Targeting an Audience: Companies

Targeting an Audience: Industries

Targeting an Audience: Size

Targeting an Audience: Job Title

Targeting an Audience: Job Function

Targeting an Audience: Seniority

Targeting

ADVANCED: Contact Targeting Build customized audiences based off email lists or contact management platforms Retarget website visitors

Budget Strategies If you want your campaign to deliver as fast as possible for a specific budget, then only set a total budget. If you want to set up a campaign that is always on, then only set a daily budget. Set the maximum amount you're willing to pay for clicks, impressions, or delivered InMails. You will never pay more than the price you bid. Ad Pricing Use CPC if you want to drive traffic to your site or generate leads. Choose CPM when your goal is to drive awareness. Use CPS (cost per send) to drive highly qualified leads or event registrations.

Work with me https://stratac.youcanbook.me/ Tysons Chamber M2M Benefit: FREE 30-minute social media audit & consultation. BGW Promotion: Save 50% on LinkedIn Company Profile Optimization and Personal Profile Audit for up to 2 people - Special Price: $200.