Welcome to podcast #94! Today we have a special guest helping us to discuss how to get the best out of LinkedIn… Matt Tindale leads the LinkedIn Marketing Solutions Teams across Australia and New Zealand.
Why did Matt choose LinkedIn?
Company culture and values are important. They are a very aspirational company with the aim to make people more connected and successful.
What does LinkedIn offer?
LinkedIn is offering 3 value propositions:
- Talent solutions
- Marketing solutions – engage with members
- Sales – a new division to enable salespeople in organisations around social-selling via content.
Content is at the heart of what they do now. LinkedIn is focusing on being a premier content platform.
What is working on LinkedIn?
The use of content as a form of marketing.
What are companies doing badly?
Profiles of staff not being good for brand reputation. Matt has heard of companies losing business because prospective clients researched individuals who they would be working with and found that their profiles were not great.
Are multi-media profiles getting better results?
Profiles with photos do ten times better than those that don’t. Multi-media assists people with knowing what you do.
These are really becoming the content hub for businesses on LinkedIn. Remember that it is a destination page, treat it like the “mothership” or microphone for visitors. Try sponsored content to reach more potential prospects.
Tips for listeners:
- Create a company page and consistently share content on it.
- Sponsor some of your best content to get a broader audience.
- Encourage employees to share company content.
- Write long-form content on the LinkedIn platform to demonstrate thought-leadership.
Future of LinkedIn
The biggest growth area right now is through students in universities. They also have an acquisition of Bizzo which will give broader reach.
Matt Tindale leads LinkedIn’s Marketing Solutions team across Australia and New Zealand. Marketing Solutions work with leading marketers and agencies to build relationships between brands and LinkedIn members. These relationships are built leveraging LinkedIn’s unique ability to target audiences with accuracy, publish content in a relevant context and extend through social sharing. Matt has a long history in the industry with experience across the media, marketing and advertising industries. He started his career on the agency side at Carat Australia and DDB as a strategy director on accounts including St George Bank and McDonalds. In 2000 Matt made the switch to the publisher side and has held senior executive positions including Austereo Sydney Sales Director and National Digital Director, as well as, National Sales Director at MCM Media.