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Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing
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Effective Use of LinkedIn
Groups in Your Marketing
How to Engage and Drive Traffic with Groups
Viveka von Rosen
Founder, Linked into Business
7. 1. The best methods for engaging in other people’s groups
2. Best practices in creating and managing your own group
3. How to quickly grow and engage your group
4. Marketing and monetizing your group
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What’s trending in your industry?
What’s controversial?
What can you share that people might find valuable?
Customer service / advice and recommendations
What events might they be interested in?
80/20 and NO outright sales promotion
Don’t be Afraid to Share
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Affects ALL your groups
Managers/Owners can’t fix it
LinkedIn can’t fix it
Managers might be lazy
Mean people suck
Be Very Afraid of SWAM
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1. Should you even create a group?
2. Know your audience or niche or location
3. Focus your copy and communications
4. Create group rules
5. Commit to moderating (or delegate)
Best Practices (for Marketing)
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• Customer Service
• Company Communication
• Thought Leadership
• Lead Generation / Marketing
• Other
What’s the PURPOSE of your group?
To Group or Not to Group…
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New group = ultimate control
Adopt a group = existing audience
New Group or “Adopt a Group?"
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• Don’t be all things to all people
• The more niche, the more relevant and
engaged
• Location based groups drive and support
F2F interaction
• Consider user groups and focus groups
and membership groups
Know Your Audience (Niche or Location)
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• Make the most out of description fields
• Focus on WIFFT (What’s in it for them)
• Use CTA’s
• Promote relevance
• Use keywords
Focus Your Copy and Communications
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Commit to Moderation
• Realize groups are a commitment
• Get help!
• Download the Moderator’s Field
Guide
• Join the LinkedIn Group Moderator
Community
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1. Automate with templates
2. Send weekly announcements
3. Entice with Influencers
4. Create serial content
Growing Your Membership
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Build Your Templates
Automated Engagement
• Get them engaged right away with CTAs
• Guide them to another platform if they
don’t qualify for your group
• What can you share of value?
• Rules of engagement
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• WIIFT – for the group
• Recap of the week
• CTA to upcoming events
• Contest (and winners)
• Drive traffic back to group
• Easy shares
Weekly Announcements
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Anatomy of Email Marketing Campaigns
Send a simple, elegant invitation
via email
Brand your email
Clear CTA: Join Now
Lead with the WIIFT
Create a customized group URL
(http://bit.ly/join-the-group)
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Sponsored Groups
Great option if you can afford it!
• Company affiliation and branding
• Advanced community management
• Included “Join Group” ads and Sponsored InMail messages
• Exclusively promote your content and messages in the right-hand rail with
units that support rich media and video
• Get advanced metrics and analytics
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Monetizing Your Group
Hangouts and Blabs
Sales funnels
Announcements
LinkedIn's Terms of Services says this:
Don’t sell, sponsor, or otherwise monetize a LinkedIn Group or any other
service or functionality of LinkedIn, without the express written permission of
LinkedIn
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Hangouts, Blabs and Building Your Funnel
Create a Hangout (HOA) or Blab specifically designed to support
your group.
Cross promote
Give people a sense of who you really are
Increase engagement
Great enrollment
G+ Community?
42. Are you clear on the purpose of your group?
What elements of your group do you need to improve?
What strategies will you adopt to increase engagement?
What kind of content will you create and share through
your group discussions?
How can you promote your groups?
What platforms can you link with your group?
In Conclusion