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

3. 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

5. 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

6. 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.

7. Content for Your Business Checklist
High quality information
Calls to action vs information
Post ,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

8. 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

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

10. 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.

11. Advertising

12. Advertising

13. #1 Sponsored Updates

15. 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

16. #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.

18. https://www. vistage. com/landings/chair-vistage- 2/
2/?campaignID2= QLb&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

19. #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

21. 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?

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

23. Targeting an Audience: Location

24. Targeting an Audience: Ideal Audience

25. Targeting an Audience: Companies

26. Targeting an Audience: Industries

27. Targeting an Audience: Size

28. Targeting an Audience: Job Title

29. Targeting an Audience: Job Function

30. Targeting an Audience: Seniority

31. Targeting

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

33. 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.

34. 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.