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LinkedIn for business : how advertisers, marketers and salespeople get leads, sales and profits from LinkedIn

Author: Brian Carter
Publisher: Indianapolis, Ind. : Que ; London : Pearson Education [distributor], 2012.
Edition/Format:   Print book : EnglishView all editions and formats

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Document Type: Book
All Authors / Contributors: Brian Carter
ISBN: 9780789749680 0789749688
OCLC Number: 793213558
Description: 1 volume ; 23 cm
Contents: Part I: LinkedIn for BusinessChapter 1: Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales 1Networking and Business: Face-to-Face and Online 2Social Media and Revenue 4The History of LinkedIn 7Why LinkedIn Is Relevant to Your Business 8Why LinkedIn Is More Than a Modern Rolodex 9How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn 10LinkedIn Marketing Success Stories 11Joining LinkedIn Was Worth Nearly Half a Million Dollars 16Part II: LinkedIn MarketingChapter 2: Best Practices: Online Marketing and LinkedIn 19The History of Online Marketing and Its Best Practices 20Fifteen Internet Marketing Principles That Apply to LinkedIn 24Summary 38Chapter 3: Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership 41Socially Networked Employees Are Influential and Create Valuable Audiences 42How to Create Impressive LinkedIn Employee Profiles 44Incorporating Facebook and Twitter 51Adding Apps to Your Profile 52Growing Initial Connections 52Making Sure Employee Profiles Are Visible and Findable 53Shaping LinkedIn Profiles for Employees 57Profile Maintenance 63Summary 63Chapter 4: Amazing Brands: Company Pages That Grow Business 65Company Page Setup Tips 69Promoting Your Products and Services 71Company Page Analytics 72Summary 76Chapter 5: Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups 77Content Marketing and Thought Leadership 78Leveraging LinkedIn Answers for Inbound Leads 80Participating, Creating, Growing, and Managing LinkedIn Groups 89Leveraging LinkedIn Events to Promote Your Company 97Summary 104Chapter 6: Get It All Done: Your Weekly LinkedIn Marketing Routine 107One-Time Setup Activities 108Ongoing Marketing Activities 108Scheduling It! 110Summary 114Part III: LinkedIn AdvertisingChapter 7: Best Practices: Online Advertising and LinkedIn Advertising 115Advertising Approach #1: Media Buying for Branding Purposes 118Advertising Approach #2: Direct Marketing and Profitability 119Advertising Approach #3: A Combination of the First Two Approaches 120Social Media Advertising 121Online Advertising Best Practices 122Comparing Google, Facebook, and LinkedIn Ads 128Ad Services Through LinkedIn Reps 131Summary 133Chapter 8: Win First with Strategy: Inbound Advertising and Marketing with LinkedIn 135How Does Inbound Marketing Dovetail with Advertising? 136The Sales Funnel: Advertising, Marketing, and Sales 136Why Is Marketing Automation Important? 138Strategies for LinkedIn Advertising 140Advertising Goals and Metrics 144Summary 146Chapter 9: B2B Advertising: How to Create and Optimize LinkedIn Ads 147Creating Your First Campaign 148Targeting Audiences 149Campaign Options 154What Kind of Results Should You Expect? 156Chapter 10: Advanced Strategies and Tactics for High-Impact LinkedIn Ads 159Optimize Your Results by Creating Better Ads 160Get Better Results with Better Targeting 164Relevance: Know Your Audience 169How to Get Better Ideas 171Supplementing with Facebook and AdWords Ads 174Part IV: LinkedIn SalesChapter 11: Best Practices: Traditional and Modern Sales 175Sales All-Time Best Practices 176Best Practices in Twenty-first Century Sales 184How LinkedIn Changes Sales...or Doesn't 188Chapter 12: Salespeople and Social Sales 193Less Interruption, More Discovery 194What Is "Social Sales"? 195What Motivates Salespeople? 197Chapter 13: Social Sales Prospecting and Making Contact 201Finding New Customers with LinkedIn 202The Six Steps of Relationship Building 205More Ways to Contact New Prospects 209More Real-world Experiences with LinkedIn Social Sales 210Part V: ConclusionsChapter 14: How Advertising, Marketing, and Sales Employees Work Together for Extraordinary B2B Results 213The Benefits of Teamwork 214Seven Topics for Team Collaboration 215For Advertising People: How to Mesh with Sales and Marketing 215For Marketing People: How to Mesh with Advertising and Sales 216For Salespeople: How to Mesh with Marketing and Advertising 218Chapter 15: The LinkedIn Advantage: Five Organizational Shifts That Support B2B Success 221The Internet Changes Quickly and Often 222Adopting New Opportunities at the Right Time 222How Much Change Are We Talking About? 223Critical Shifts for Your Organization 224Chapter 16: Social Prospects: The Future of B2B Social Media 229Ride Every Wave of Opportunity 230Online Marketing Trends 231People Trends 236Summary 239Index 241
Responsibility: Brian Carter.


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