LinkedIn for Business (Que Biz-Tech)De (autor) Brian Carter
en Limba Engleză Carte Paperback – August 2012
Brian Carter is regarded as one of the elite Internet marketing experts in the world. He is the author of the book The Like Economy and co-author of Facebook Marketing (Third Edition). He has 13 years of experience, including Google, Twitter, and Facebook marketing, both as a consultant and marketing agency director. Brian develops strategies and builds search and social media programs for companies of all sizes, including well-known entities such as Universal Studios, The U.S. Army, Hardee's, and Carl's Jr. He has been quoted and profiled by The Wall Street Journal, ABC News, Mashable, Forbes, Information Week, U.S. News & World Report, and Entrepreneur Magazine. Brian writes for several of the most popular marketing blogs, including Search Engine Journal, AllFacebook, and Mashable (which boasts 20 million monthly readers). He has more than 50,000 online fans--and growing--and his content is viewed over 8 million times a month. Brian is a professional speaker who delivers entertaining, motivational talks on Internet marketing and social media. He has presented to corporations and associations. Audience members include CEOs, business owners, and expert marketers. His hands-on business experience, cutting-edge insights, and background in improv and stand-up comedy culminate in a speaker and trainer who leaves every audience not only entertained, but armed with powerful strategies and tactics. He is a regular presenter for top marketing conferences such as SEOmoz, SMX, Pubcon, The AllFacebook Expo, Socialize, The South Carolina Society of Association Executives, and The American Marketing Association.
Part I: LinkedIn for Business Chapter 1: Twenty-first Century Sales and Marketing: LinkedIn Meets Marketing, Advertising, and Sales 1 Networking and Business: Face-to-Face and Online 2 Social Media and Revenue 4 The History of LinkedIn 7 Why LinkedIn Is Relevant to Your Business 8 Why LinkedIn Is More Than a Modern Rolodex 9 How Your Advertising, Marketing, and Sales Teams Achieve Goals with LinkedIn 10 LinkedIn Marketing Success Stories 11 Joining LinkedIn Was Worth Nearly Half a Million Dollars 16 Part II: LinkedIn Marketing Chapter 2: Best Practices: Online Marketing and LinkedIn 19 The History of Online Marketing and Its Best Practices 20 Fifteen Internet Marketing Principles That Apply to LinkedIn 24 Summary 38 Chapter 3: Impressive Employees: LinkedIn Profile Enhancement, Findability, and Thought Leadership 41 Socially Networked Employees Are Influential and Create Valuable Audiences 42 How to Create Impressive LinkedIn Employee Profiles 44 Incorporating Facebook and Twitter 51 Adding Apps to Your Profile 52 Growing Initial Connections 52 Making Sure Employee Profiles Are Visible and Findable 53 Shaping LinkedIn Profiles for Employees 57 Profile Maintenance 63 Summary 63 Chapter 4: Amazing Brands: Company Pages That Grow Business 65 Company Page Setup Tips 69 Promoting Your Products and Services 71 Company Page Analytics 72 Summary 76 Chapter 5: Generating Leads with Content Marketing and LinkedIn Answers, Events, & Groups 77 Content Marketing and Thought Leadership 78 Leveraging LinkedIn Answers for Inbound Leads 80 Participating, Creating, Growing, and Managing LinkedIn Groups 89 Leveraging LinkedIn Events to Promote Your Company 97 Summary 104 Chapter 6: Get It All Done: Your Weekly LinkedIn Marketing Routine 107 One-Time Setup Activities 108 Ongoing Marketing Activities 108 Scheduling It! 110 Summary 114 Part III: LinkedIn Advertising Chapter 7: Best Practices: Online Advertising and LinkedIn Advertising 115 Advertising Approach #1: Media Buying for Branding Purposes 118 Advertising Approach #2: Direct Marketing and Profitability 119 Advertising Approach #3: A Combination of the First Two Approaches 120 Social Media Advertising 121 Online Advertising Best Practices 122 Comparing Google, Facebook, and LinkedIn Ads 128 Ad Services Through LinkedIn Reps 131 Summary 133 Chapter 8: Win First with Strategy: Inbound Advertising and Marketing with LinkedIn 135 How Does Inbound Marketing Dovetail with Advertising? 136 The Sales Funnel: Advertising, Marketing, and Sales 136 Why Is Marketing Automation Important? 138 Strategies for LinkedIn Advertising 140 Advertising Goals and Metrics 144 Summary 146 Chapter 9: B2B Advertising: How to Create and Optimize LinkedIn Ads 147 Creating Your First Campaign 148 Targeting Audiences 149 Campaign Options 154 What Kind of Results Should You Expect? 156 Chapter 10: Advanced Strategies and Tactics for High-Impact LinkedIn Ads 159 Optimize Your Results by Creating Better Ads 160 Get Better Results with Better Targeting 164 Relevance: Know Your Audience 169 How to Get Better Ideas 171 Supplementing with Facebook and AdWords Ads 174 Part IV: LinkedIn Sales Chapter 11: Best Practices: Traditional and Modern Sales 175 Sales All-Time Best Practices 176 Best Practices in Twenty-first Century Sales 184 How LinkedIn Changes Sales...or Doesn't 188 Chapter 12: Salespeople and Social Sales 193 Less Interruption, More Discovery 194 What Is "Social Sales"? 195 What Motivates Salespeople? 197 Chapter 13: Social Sales Prospecting and Making Contact 201 Finding New Customers with LinkedIn 202 The Six Steps of Relationship Building 205 More Ways to Contact New Prospects 209 More Real-world Experiences with LinkedIn Social Sales 210 Part V: Conclusions Chapter 14: How Advertising, Marketing, and Sales Employees Work Together for Extraordinary B2B Results 213 The Benefits of Teamwork 214 Seven Topics for Team Collaboration 215 For Advertising People: How to Mesh with Sales and Marketing 215 For Marketing People: How to Mesh with Advertising and Sales 216 For Salespeople: How to Mesh with Marketing and Advertising 218 Chapter 15: The LinkedIn Advantage: Five Organizational Shifts That Support B2B Success 221 The Internet Changes Quickly and Often 222 Adopting New Opportunities at the Right Time 222 How Much Change Are We Talking About? 223 Critical Shifts for Your Organization 224 Chapter 16: Social Prospects: The Future of B2B Social Media 229 Ride Every Wave of Opportunity 230 Online Marketing Trends 231 People Trends 236 Summary 239 Index 241