Presented in 5 DigiMarcon Conference in Singapore, Houston, LA, Chicago and London in 2018 Andrew Chow speaks internationally delivering keynote on B2B Marketing through Linkedin and Personal Branding

1. Linkedin
Marketing
Personal Profile &
Company Page

3. @ideasandrew
1 handle

4. 2 Books

5. 5 Different Careers in 30 years
1987-1993 1993-1998 1999-2005
2005-2009 2010-

6. 7 Teach in CPEs or Adult Learning Institution

7. 8 Client

9. Concise, Impactful Profile Headline

10. Have an unique Linkedin URL

11. Well Written / Developed Summary
1. Who are you?
(Personality)
2. What do you do?
(Role)
3. Why I am unique?
(X Factor/USP)

12. Showcase Your Social Portfolio with
related links
Summary Work Experience

13. Well Developed Skills & Endorsements
Top skills
Better!
Good skills
Good!

14. Well Constructed List of Professional
Experience
Work Experience
Good!
Work Achievement
Better!

15. Increase Your Connection
Systematically
Install this habit!
Dig out old name cards and look for all
of them
Look out everyone you meet on
Linkedin after you have received
their name cards
Put your Linkedin URL on your email
signature

16. Find the Right People
• Find Prospect based on:
• Level of Connections
• Job Title
• Companies
• Schools
• Industries

17. Recommendations from Customers &
Colleagues
How did you know me?
What did I do for you?
How do you feel about my
performance?
What are three work ethics you
like?
Leading Questions:

18. Establish Thought Leadership through
Long Post
Have a compelling title
Insert a engaging visual
Write with sub headings
Put conclusion in the
beginning
Share it on your other
platforms

19. Involvement in Selected LinkedIn
Groups
• Search for topics of interest
• Join in the discussion
• Ask for opinion
• Contribute to open questions
• Share your experience
• Create your own space

20. Honors and Awards
• Award Name
• Name of Presenter
• Year of Award
• 50-word Description

21. Language (Dialect) Proficiency

22. Highlighted Projects

23. Publications / Written Works
• Personal Blog
• Articles to the press
• Contributing author to a book
• Whitepaper
• Wikis
• Media Appearance

24. Volunteer Work
What have you done?
What are you looking for?
What do you care about?

25. “All-Star” Linkedin Profile Cheatsheet
üHeadshot : Energy is more important than form
üHeadline : Concise, Impactful and less than 120 cps
üSummary : Who am I, What I do, Why you need me
üProfessional Experience : Write Achievement not Job Description
üSkills : Be Specific and Niche
üConnection : With anyone who are “All Stars”
üGet Recommendations from Customers, Peers & Colleagues
üLinkedIn Groups: Ask, Help, Share
üHighlight Projects you have completed outside of your work
üLanguage Proficiency, Publications and Voluntary Work

26. The CompanyPages

27. Company Pages are where you attract and
interact with your target audience because
it’s often oneof thefirst pagesLinkedIn
membersvisit to learn about your company.
Youcan catch the eyeofprospective
customers byfeaturing relevant andcreative
content, such asyourbeautifullydesigned
eBooks, case studies and how-tocontent.
Bydelivering useful and engagingcontent
that solve yourprospects’ pain points,you’ll
foster engagementand help yourmessage
spreadfast.
ACompanyPageis also aplace to showcase
life inside yourfirm, whether forrecruiting
purposes or to giveprospective customersa
senseof whatit’s like doing business with you.
Ifyoutreat the pageasadynamic marketing
tool (ratherthan astatic “About Us”page),you
can establish thought leadership, build brand
awareness,and moveyouraudience totake
action.
OurLinkedIn Company Page has over 2million followers.
First Thing’s First: Whatis aCompanyPage?
27 The LinkedIn CompanyPages

28. Showcase Pagesarelinked to yourCompany
Page,but allow youto createandshare
content that appeals to different segments
of youraudience. For example,theLinkedIn
Marketing Solutions Showcase Pagehas a
completely different look and feel than the
LinkedIn CompanyPage
TomakeyourShowcase Pagemoreeffective:
• Usekeywordsin pagenamesso theyare
easyto find viasearch
• Add aLinkedIn follow button to website
pagesthat correspond to ShowcasePages
• Cross-promote with yourCompanyPage
Here’sasnapshot of the LinkedIn Marketing Solutions Showcase Page myteammanages.
Whatis aShowcasePage?
28 The LinkedIn CompanyPages

29. How to create a CompanyPage
Tocreate aCompanyPage:
1. Click theWorkicon in thetop right corner
of yourLinkedInhomepage.
2. Click Createa CompanyPage.
3.Enter yourCompanyNameandchoose
aURL.All CompanyPageURLsare
structured aslinkedin.com/company/
[YOURCOMPANYNAME].
• LinkedIn membersand searchengines
will usethis unique URL to find your
page.
4. Checktheverification boxto confirmyou
havetheright to act on behalf of that
companyinthe creation of the page.
5. Click the Createpagebutton.
• Ifyoudon’t haveaconfirmedemail
address associated with yourLinkedIn
account, you’ll be prompted to add
and verify your emailaddress.
6. Click Getstarted onthe welcome screen to
begin editing yourCompanyPage.
• Ared error messagemayappear ifyou
haveproblems adding a Company Page.
Topublish yourCompanyPageyoumust
include acompanydescription(250-2,000
characters including spaces)and company
websiteURL.Keepin mindthat apreviewof
yourCompanyPageis not available. Whenyou
publish thepage,it is live onourwebsite.
Ifyouhaveanyquestions or needassistance,
please don’t hesitate to contactus.
THEBASICS
29 The LinkedIn CompanyPages

30. Sponsored Content &Direct
Sponsored Content
LinkedIn Sponsored Content allows youto
publish relevant content and reach atargeted
audience of professionals beyond justyour
LinkedIn CompanyPagefollowers.
Using Direct Sponsored Content, youcan
share content directly in the newsfeed, giving
youthe ability to personalize and test content
without having to originateposts on your
LinkedIn CompanyPage.Makeyourcontent
morerelevant bysendingpersonalized
messagesto specific audiences. Thentest
andretestavarietyof content in real timeto
optimize performance.
of Sponsored Contentengagement
comes from mobile devices. Make
sure your website or landing page
design isresponsive.
80%
Investin your CompanyPage
30 The LinkedIn CompanyPages

31. Invest in yourfollowers
It’simportant to rememberthatemployees
areautomatically followers of theirCompany
Page.This is useful because, onaverage,
employees have10xthe connectionsas
their companyhas followers onLinkedIn.
Employees can share yourcontent withtheir
manyconnections, increasing visibilityof
yourbrand.
LinkedIn DynamicAdsareone greatwayto
attract newfollowers. Buildrelationships
and growyour company’s LinkedIn follower
count using unique ad formats and “Follow
Company”CTAs.
Learn more here.
Along the samevein,youcannow
choose to add aFollow button to your
SponsoredContent.Ifyourgoalis to acquire
followers, including the Follow buttonis
worthconsidering.
Learn more here.
Youcanalso add aFollow button plugin for
freeto yourwebsite so people canfollow your
CompanyPagefromyoursite.
Learn more here.
Investin your CompanyPage
Employees have10Xthe
connections as theircompany
has followers onLinkedIn.10X
31 The LinkedIn CompanyPages

32. Build relationships withyourprospects
bygetting yourbrand’s word outand
actively engaging with and replyingto
followers’comments.
KeyBrand AwarenessMetrics:
• Pagefollowers
• Post clicks
• Engagement(Likesand sharesof
yourposts)
• Comments
B2Bprospects engagewith 7piecesof
content on averagebefore makingapurchase
decision1
.Drivehigherqualityleadsby
featuring agood mixof upper funneland
lowerfunnelcontent,including tip sheets,
eBooks and casestudies.
KeyLead GenerationMetric:
• Inquiries and leads (Makesureyou
include tracking codes withinthe links
in yourposts.)
Insider tip
Youcan also attract top talent by
leveraging the CareersPageon
your CompanyPage.
Building aStrategyAround YourObjectives
12
Before youcreate yourCompanyPagestrategy,think aboutwhat
youwant to achieve. Herearefour commonobjectives:
1. Brand Awareness
2. Lead Generation
Weencourage
ouremployees
to share best
practices
and insider
tips to help
ouraudience
achievetheir
marketinggoals
on LinkedIn.
One of our
evergreen pieces
of content, The
Sophisticated
Marketer’s Guideto
LinkedIn,continues
to generate the
highest number of
downloads andthe
highest number of
marketingqualified
leads.
The LinkedIn CompanyPages1:https://www.idgenterprise.com/resource/research/ce-2017-customer-engagement/

33. 13
74%of prospects choose the companythat
wasfirst to help themalong their buyer’s
journey.2
Shareperspectivesonindustrynews
and trends, helpful product how-to’sand
articles that reflect yourcompany’svision.
KeyThought LeadershipMetrics:
• Pagefollowers
• Post clicks
• Engagement(Likesand sharesof
yourposts)
• Comments
YourLinkedIn CompanyPageis perfect
for promoting upcoming webinars and
eventsyourcompanyis attendingand/or
sponsoring.
KeyEvent RegistrationMetric:
• Event registrants driven directly fromyour
CompanyPage,which youcanmeasure
using tracking codes on yourevent
registrationURLs.
Building aStrategyAround YourObjectives
Wecreated a
graphic with a
quote featuring
LinkedIn influencer,
Brian Solis.Then
wesponsored it
andpinned it to the
top of our LinkedIn
MarketingSolutions
ShowcasePage.
This Sponsored
Content post
drove 660new
blogsubscriptions.
(That’s 3%of total
conversions.)
OurShowcase
Pageconsistently
drives highwebcast
registration
numbers.
2:SAVO,Techniques of Social Selling: Just DoIt!
3.Thought Leadership
Give It Time
The time investment needed to maintain and evolveacreative
and effective CompanyPage is roughly 30min to1hour daily.
The LinkedIn CompanyPages
4. Event Registration

34. The text:
• Keep it to 150characters orless.
• Askyourself:Would Iclickthis?
• Includeaspicypoint ofvieworan
interestingstatistic
The CTA:
• Include aclear call toaction
• Askyourself:Whatwill theytakeaway
fromthis piece of content? Whatwill
compel aclick?
The shortened link with a tracking
code included:
• CreateavanityURLusingBitlyorother
URL shorteningtool
• Add tracking code parameterstothe
endof yourlink soyouknowwhere
traffic is comingfrom.Basic srcandutm
parametersarebest to trackwithin
GoogleAnalytics.
The image:
• 1200x627pixels is best
• Select something eye-catching thatwill
stand out in thefeed
• Branded imageryis better forbrand
recognition andconsistency
• Ensurethe imagematches themessaging
• Keep the textlight
Wehold internal photo shoots and feature our own marketersin our content. Weseeit asagood wayto
showcase our team’spersonality and makeour updates morepersonal.
Anatomyof aCompanyUpdate
34 The LinkedIn CompanyPages

35. Posting Targeted Updateson
Your Company Page
YourCompanyUpdates can betargeted,
allowing youtheability to tailor content to
specific audiences. Updates aretargeted
basedon followers’profile datasuchas
companysize, industry, function,seniority,
geography,and language preference. You
can also reach non-employeefollowers
using these sametargetingparameters.
Totarget an update on yourCompanyPage
to aspecificaudience:
1. Draft your Company Page update on
the Updates tab of the admincenter.
2. Click AllFollowersat thebottomof the
updatebox.
3. Select TargetedAudiencefrom
thedropdown.
4. Onthe Targetaudience settingspage,
select the audience attributes youwant
to target:
• Languages
• Geography
• Job function
• University
• Degreeearned
• Field ofstudy
• Industry
• Companysize
• Senioritylevel
5. Afterchoosing yoursettings, thetargeting
tool willautomatically showyouhow
manyviewersarebeing targeted onthe
right side ofthepage.This Estimated
targetaudienceis thenumberofpotential
people whowill seetheupdateon both
their LinkedIn homepagefeed and onyour
CompanyPage.
• Ifyoursettings created anarrow
audience, removesometargeting
criteria to broaden yourscope.
6. Whenyou’re readyto apply yoursettings,
click Saveand create viewat the bottom
of thepage.
7. Click the Post button toshare yourupdate.
How to Increase ContentEngagement
Insider tip
Using aShowcase Page to havea
country/region specific pageisnot
the best usage.The best approach
is to target and tailor organic and
paid content inthe CompanyPage
central feed.
35 The LinkedIn CompanyPages

36. DEEPDIVE
Taking your pageglobal
Customizing Your Page to Reacha
Global Audience
Ifyou’d like yourCompanyPageto reach
membersaround the world, herearesome
options:
• Youcan add other admins fromregional
offices and theywill sendcompany
updates targeted to theirregion.
• Youcan display yourpage’snameand
description in over20languages.Members
will beable to seewhatyourpageshows
in their language. Ifyouhaven’tadded
language-specific information, they’llsee
the default nameanddescription.
36 The LinkedIn CompanyPages

37. What toShare
Herearethe types of content thatare
effective to share on yourCompanyPage:
• eBooks, SlideShares, Infographicsand
YouTubevideos
• Blog posts
• Casestudies
• Third-party industry articles andreports
• Helpful how-tocontent
• Vivid visuals (Visual is thenewheadline!)
• Serial, themed posts (Forexample,
#MondayMotivationand
#WednesdayWisdom)
Whenour teamgoes to conferences, wegather influencer quotes and then
repurpose theminto blog posts and graphics for #MondayMotivation.
Whenwelaunch an eBook, wetypically create 4-5images featuringthe
eBook cover,stats,quotes and tips taken fromthe content.
How to Increase ContentEngagement
CompanyUpdates containing links can haveup to a45%
higher follower engagementthan updates withoutlinks.45%
37 The LinkedIn CompanyPages

38. THEBASICS
AChecklist for successwith
LinkedIn CompanyPages
1HR. Daily
What to Share:
Whitepapers
eBooks
CaseStudies
IndustryArticles
Helpful how-tocontent
38 The LinkedIn CompanyPages
Objectives:
Brand Awarness
LeadGeneration
ThoughtLeadership
EventRegistration
Key Metrics:
PageFollowers
Post Clicks
Engagement
Inquiries &leads
Eventregistrants
Action Items:
Post 3-4Xaday
Engagewithfollowers
via postcomments
Changeheaderimage
every6months

39. LEGEND
3keysto engageyourtarget
withcontent
Testeverything
Visual is the new headline
Organicisgood.Paidisbetter
Overthe past couple of years,wehave
developed and refined an always-oncontent
strategythat madethe LinkedIn Marketing
Solutions Showcase Page adestination for
marketers.It’saplan weencourage youto
adopt for yourown CompanyorShowcase
Page.
The infographic tothe right shows a
complete timeline ofhow the pagefound
an audience (andvice versa),frominception
right up to2016.
OurJourney to OurFirst 100KShowcase PageFollowers
10,000
MAY 2014
30,000
APRIL 2015
80,000
MARCH 2016
LINKEDIN MARKETING MILESTONES
90,000
APRIL 2016
24,675
DECEMBER 2014
Publishonly rich media posts
(Visual isthe newheadline!)
Testpostingatdifferenttimes
ondayandwatchengagement
40,000
JULY 2015
Experimentwith themes(e.g.,‘Monday
Motivation’) and posts withoutlinks
50,000
SEPTEMBER 2015
Changesocial headersevery6months
Sponsor top-performing organiccontent
60,000
NOVEMBER 2015
Incorporatemorequotes
and stats into ourimagery
65,068
DECEMBER 2015
Launch moreSponsored Content
Campaigns(mixofleadgeneration,
brand awarenessand thought
leadershipplays)
70,000
JANUARY 2016
Incorporate moreA/Btestingusing
Direct SponsoredContent
Post 3-4times aday
MAY 2016
Ensure imagealways
matchesmessaging
Test length of updates
(found 150 characters
of fewerperformbest)
BORN
JANUARY 2014
100,000
39 The LinkedIn CompanyPages

40. 1. Lenovo
Build thought leadership byfeaturing youremployeesand givingfollowers aninside
look into yourcompanyculture.
Lenovo’s company updates feature playful copy that shows personality and short headlines that
almost always include acall-to-action.
Followers are morelikely to share easily digestible nuggets of information that makethemappear
moreknowledgeable.
2.Capgemini
Featureengaging,branded imagerythat highlights aninteresting stat orquote for
optimal engagement.
10Examples of Exceptional CompanyPages
In no particularorder...
40 The LinkedIn CompanyPages

41. 3. Petrobras
Speakyouraudience’s language bytargeting messagesbylanguage andgeography.
Makeyour content even more relevant with targetedupdates. No one wantsbe around the person at the party who only talks about themselves.
4.Adobe
Sharehelpful, third-partycontent.
10Examples of Exceptional CompanyPages
41 The LinkedIn CompanyPages

42. 5.HubSpot
Sharecontent that is valuable to youraudience byansweringtheir questions orhelping
solve theirproblems.
Sharing checklists, templates and content calendars shows HubSpot is trying to be genuinely helpful to
their audience.
Amazonhas
10ShowcasePages
6.Amazon
Accentuate different
business entitieswith
aShowcasePage.
10Examples of Exceptional CompanyPages
42 The LinkedIn CompanyPages

43. 7. Salesforce
Tofurther conveyyourmessage,makesurethe images and thumbnails postedwith
yourupdatesarerelevantto thecontent being shared.
Salesforce usestheir Showcase Page to feature their best blog content with branded imagery that
matches themessaging.
HCL Technologies leverages their updates to share exciting news and exclusive content about their company.
8.HCLTechnologies
Featureyourmostvaluable content bypinning anupdate to thetop of your
CompanyPage.
10Examples of Exceptional CompanyPages
43 The LinkedIn CompanyPages

44. 9.Tesla
Sharecontent that emphasizesyourcompany’sposition asanindustryleader.
Tactical self-promotion is key.All the best brands use LinkedIn Company Pagesto highlight their best attributes. Youcan also leverage the Jobs pageon yourCompany Page.
10.Telstra
Attracttop talent bysharing remarkableexperiencesfromactual employees.
10Examples of Exceptional CompanyPages
44 The LinkedIn CompanyPages

45. #1
All staff
add company page as workplace

46. #2
Selected staff contribute long
post on Linkedin Pulse
Unearth blogging
talent

47. #3
All staff should share
relevant company page updates
on their status

48. #4
Stick to regular timing for scheduled
posting.
Avoid ad-hoc posting.
Stick to a Routine

49. #5
Use Linkedin company follow plugin on your website

50. #6
Share Youtube videos to get
more engagement from existing
followers
Video Content
Is King

51. #7
Optimize your LinkedIn page for search engines. Include relevant
keywords in your description
Think SEO

52. #8
Leverage Slideshare for
thought leadership

53. #9
Paid Follower Acquisition
Sponsored Updates

54. #10
Post Job Opportunities from Career Page
Ripe Talent Community