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LinkedIn for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn, 1st edition

  • Brian Carter

Published by Que Publishing (August 1st 2012) - Copyright © 2013

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LinkedIn for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn

ISBN-13: 9780133048025

Includes: Unassigned

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  • Unassigned

Overview

Table of contents

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 Automa

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