Use LinkedIn to Find Leadsand Generate New Business
Agenda •   Introductions •   The Foundation You Need •   LinkedIN Anatomy •   Benefiting from LinkedIN •   Next Steps
Laura Lorenz- Marketing Evangelist      • 20+ year sales and marketing veteran           – Duct Tape Marketing Consultant ...
Leading Results Overview • Marketing services firm – coaching and consulting     » 1:1 Coaching, Group Coaching     » Frac...
Leading Results Core Marketing Mantra • Dont talk about the products you sell; talk   about the problems you solve. • Then...
LinkedIN – Quick Stats • 175m Members (191342=me)
Why do people use LinkedIN?            A. They are looking for someone                Or B. They want to be found by someone
What are your rules?
5 Keys to Success •   Be Authentic & Genuine •   Be Transparent •   Show Value •   Be Engaged •   Contribute
LinkedIN Anatomy
Foundation
He’s not thatmuch bigger  than me
Get to the Y
LinkedIN Anatomy
Your Profile – 100%
Groups
LI Today
Signals
LinkedInCompanypage
LinkedIn Company page - Overview This public tab lists info such as: • Basic information about your company (e.g.,   locat...
LinkedIn Company page - Careers • This is another public tab displaying job   postings. • With a paid Silver or Gold accou...
Company page - Product & Services • Post descriptions of your key products and services • Receive product and service reco...
Productsand Services
LinkedIn Company page - Analytics • This is a private tab visible only to LinkedIn members   with administrator access to ...
LinkedInInsights
How to Benefit from LinkedIN
Key Areas of Leverage •   Credibility •   Getting Found •   Automation •   Sales •   Networking •   Advertising
Credibility • Build Credibility Through Q & A and Groups • Get (Write) recommendations
Getting Found • Search engine optimize your profile • Participate in Group Discussions and   relevant association groups
Automation •   Tweet from LinkedIN or use Hootsuite •   Take advantage of "Saved Searches.” •   Track company buzz. •   Ch...
Sales    • Connect with prospects    • Stay in contact as people move    • Use OpenLink to send messages to people      to...
Enhanced Networking & Referrals • Search contacts for referral introductions • Research attendees from events • Review eve...
Contribute
Advertising
Free or Paid?
Bonus Tips •   Add a Follow Button •   Rearrange your profile •   Make your blog/website links sexier •   Export connectio...
Make your blog/website links sexier. 10/1/2012
Export Connections 10/1/2012
Applications
LinkedIN Best Practices • Profile – links, keywords, descriptive • Status updates (+Twitter) • Repurpose content – Slidesh...
Result  LinkedIN ends up being far more than a  job hunting site          Offer #1  Complete the evaluation,      get the ...
Offer #2 • Marketing Hour Glass Audit   » You complete our questionnaire   » We spend an hour or so with you to     review...
We help small businesses stop wasting money on marketing                 Thank You & Questions      Please take a moment t...
Use linked in to find leads and generate new business
Use linked in to find leads and generate new business
Use linked in to find leads and generate new business
Use linked in to find leads and generate new business
Use linked in to find leads and generate new business
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Use linked in to find leads and generate new business

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  • As of June 2012, LinkedIn operates the world’s largest professional network on the Internet with more than 175 million members in over 200 countries and territories.
  • This is probably the single most important thing to success in social media.Who are you? From the outside looking in. You’ve got to know who you are and be comfortable with that before you get out in the public.And social media is being out in the public – your naked opinion and words on display.
  • Here’s the thing. For most of us, The image we have of ourselves is not always in line with how others see us.Unlike the dog here however, we often hold a much lower opinion of ourselves than others do. Most of us are humble by nature. So the who we need to find is the who that others see, not how we see ourselves. Your mom always taught you that it is impolite to brag. Well in Social channels, we need to brag – a bit.
  • What we need to do is find the 2% we want to “brag” about. That 2% that makes you different, important, knowledgable. What is that 2 % that you have, you own, that very few or no one else can own. You find that 2%, and you’ll be listened to. More than that, you’ll be sought after.
  • They next is understanding why you do what you. (Explain the golden circle…) We know what we do. And we can often describe how we do it. What most of us are pretty bad at is explaining why we do it.Why do I do what I do? Because I cringe when I see business people make decisions that waste their money on marketing in the hopes of growing their business. I want to help them succeed.Why does IBM do what it does – I think its because Thomas Watson wanted to help shape the world and solve its problems through applying the basic principle that we have to stop and think.
  • So, I want to pause for 30 seconds – and trust me, that will feel much longer for me, than for you. But I want you to take the IBM motto to heart here and take the next 30 seconds and Think.Think about why you do what you do – remember – its not to make money – that’s a goal. A scorecard. Everyday you get out of bed. Most days you go to work. Why do you do what you do.The 30 seconds start now.
  • Clive Chang was born in Hong Kong, raised in Toronto, and currently lives in New York City, Clive began piano lessons at the age of five.When asked the question "Tell me, what is it you plan to do with your one wild and precious life?” His answer wasI will create. That is his what.His why is on the sign here – and if you can’t read it, it says “So that Little Girl in the audience leaves the theater inspired to express herself:His why is to inspire others. 
  • Most professionals will start with LinkedInIf you have a LinkedIn profile, when someone Googles your name, one of the top results will be your LinkedIn profile.
  • 1. Filter: Browse only relevant status updates from your streamHidden in the stream of status updates is information that’s valuable and helps you be better at your job. It let’s you find information you’re most interested in for e.g. updates from your colleagues (even from folks on your same team) or audiences you’re most interested in researching and understanding.8 filters: Network, Industry, Company, Time published, Geo / Region, School or just most popular hash tags.2. Search for keywords, topics or people across the stream3. Get an auto updated real-time stream with rich content4. Find the hottest trending links across any relevant topicIt mines all the shared links on status updates and shows you the most popular links, many of which are the hottest news stories on that topic, updated to the minute.5. Who’s Shared This Link?Even better, you can now see who’s shared any of those Trending Links. You can also refine by industry, company and region. Imagine if you wrote a blog post on your company’s blog or were quoted in a news article, you can now see who’s shared that article and made it popular.And one more thing: saved real time searchesSignal also lets you create very personalized views of the LinkedIn stream that you can check into every day. You can go back to it quickly by simply accessing all your followed searches on the top left rail.For e.g. imagine checking in every day to see a stream of updates from your colleagues at your workplace. 
  • LinkedIN Company Profile
  • LinkedIN Company Profile
  • Private tab - (if you haven’t set up administrator roles, this tab is visible to all current employees who are LinkedIn members with valid e-mail addresses under your company domain)Analytics - Number of overall page views and page views by tab per month Number of unique visitors per month - also see the number of clicks per month on each link on your Products & Services pageyour company’s number of followers per month by industry, function and company
  • LinkedIN Company Profile
  • Building and Enhancing CredibilityLinkedIn may well become the first place everyone will look to determine the business profile of an individual. LinkedIn allows a professional to showcase a collection of printed works or publications, recommendations from other LinkedIn users, company affiliations, and work history. When I want to know more about someone I've just met, I can learn quite a bit of information about them by reading their LinkedIn profile. I can see where they've worked, or what they've done in the business world, and I can see what others think of them by reading recommendations that others have written about them.Share questions or your answers to others' questions. Besides the ability to ask questions, LinkedIn Answers also offers a great opportunity for users to share their expertise and thought leadership as well as link to content they've created that helps to answer others' questions. Have you provided a helpful answer to another's question lately? When you're on the question's page, click "Share This" beneath the question. You then have the option to share the question via LinkedIn message with up to 200 of your connections, bookmark it on Delicious, or grab the permalink to share in other ways. Claim your vanity URL. Make your profile look more professional and easier to share by claiming your LinkedIn vanity URL. Instead of a URL with a million confusing numbers at the end, it will look nice and clean like this: http://www.linkedin.com/in/pamelavaughan. Do so by going here and clicking "customize your public profile URL" down on the right-hand side.Ask for recommendations, which is a good way to get links. Of course, you need to be asking the recommendations from members that have actually bought your products or used your service.
  • Capitalizing on Search Engine Optimization LinkedIn profiles show up very high on search engine results. The more links you add to your profile, the higher one's ranking may be in search engine results. LinkedIn allows you to incorporate two very important links to a profile: web sites and a blog. Adding these to your profile not only builds your profile's link count, but also lets you promote your site(s). I use this feature to highlight my own web site, BusinessNetworking.com.Search engine optimize your profile. You can also optimize your profile to get found by people searching LinkedIn for key terms with which you want to be associated. Add these keywords to various sections of your profile such as your headline or summary.
  • Tying in a Twitter ConnectionLinkedIn dovetails with Twitter.  Take advantage of "Saved Searches." LinkedIn allows users to create up to 3 saved searches. After conducting a search, clicking the “Save This Search” option allows you to save a search and easily run it again later. You can also choose to receive weekly or monthly reminders via email once new members in the network match your saved search criteria. Just click on the “Saved Searches” tab on the Advanced Search options page and select one of your saved searches to run again.Track company buzz.Company Buzz is a helpful application that allows you to track what people are saying about your company and related topics on Twitter. Just install the application and customize your topics to view tweets, trends, and top keywords.Check in on "Network Updates." Found on your LinkedIn homepage, Network Updates are kind of like your Facebook news feed. Check these periodically for a quick snapshot of what your connections are up to and sharing.Use LinkedIn Today to keep track of industry news. LinkedIn Today is an awesome feature that provides you with the most popular stories that are shared on LinkedIn. Use it to stay on top of news occurring about marketing, the internet, computer software, etc. You can also sign up for email summary notifications of LinkedIn Today news.
  • Use OpenLink to send messages to people to whom you're not connected. LinkedIn only allows you to send messages to people with which you share a first degree connection, but did you know some people let you send them messages anyway, even if you're not connected? The ability to be part of the OpenLink network is only available to premium account holders, but it allows them to be available for messaging by any other LinkedIn member if they choose to be. OpenLink members will appear with an icon that looks like a small ring of dots next to their name in search results and on their profile.Leverage the power of LinkedIn Groups. Did you know that if you're a member of the same group as another user, you can bypass the need to be a first degree connection in order to message them? In addition, group members are also able to view the profiles of other members of the same group without being connected. Join more groups to enable more messaging and profile viewership capabilities.Take advantage of advanced search options. LinkedIn's Advanced Search feature provides a much richer search experience. For example, say you want to find out if you're connected to anyone that works at a specific company. Type the company name in the company field in Advanced Search, then sort the results by "Relationship" to see if you have any first or second degree connections to any employees.
  • Not just to your groups but in Answers – under the more tab
  • Make your blog/website links sexier. Instead of using the default "My Website"-type anchor text links in your LinkedIn profile, you can change the anchor text to make those links more appealing to people who view your profile. So if you want to increase clicks on the website links you can display on your profile, change the link's anchor text to something more attention-grabbing than the standard options LinkedIn provides. For example, if you want to include a link to your blog, rather than choosing LinkedIn's standard "Blog" anchor text, customize it to include keywords that indicate what your blog is about, like "Internet Marketing Blog." Each profile can display up to 3 website links like this, and they can be customized by editing your profile, clicking edit on your website links, and selecting "Other" in the drop-down menu to customize the anchor text.Export connections. Want to transfer your LinkedIn connections to another contact management system? LinkedIn enables you to easily export your connections. Just click on "Contacts," "My Connections," and then scroll down and click "Export Connections." You have the option of either exporting as a .CSV or .VCF file.Easily find email contacts on LinkedIn. Speaking of connections, the LinkedIn Companion for Firefox is a great plugin that helps you identify the LinkedIn profiles of people who are emailing you. It also enables you to easily access other LinkedIn features via your browser.Add a video to your Company Page. Make your business' Company Page more interactive by adding video. To do so, visit your Company Page as a page admin, click your Products tab and, under the "Admin Tools" drop-down menu, click "Add a product or service." This enables you to create a new entry that features your video (or you can add a video to any existing product/service pages you've set up previously). Currently, LinkedIn only supports videos that have been uploaded to YouTube.Rearrange your profile. LinkedIn enables users to reorder the sections of their profile in any way they prefer. When in edit mode on your profile, simply hover your mouse over the title of each section. Your mouse will turn into a four-arrowed icon, at which point you can click then drag and drop to another position on your profile.Use applications. Speaking of Company Buzz, have you looked through the other applications available to you on LinkedIn? Browse the Application Directory, and consider adding the SlideShare application or linking your blog to showcase your presentations and blog articles on your profile. The Events application is also a great way to see what events your connections are attending and find other popular industry events to attend.
  • Linked IN best practices
  • Use linked in to find leads and generate new business

    1. 1. Use LinkedIn to Find Leadsand Generate New Business
    2. 2. Agenda • Introductions • The Foundation You Need • LinkedIN Anatomy • Benefiting from LinkedIN • Next Steps
    3. 3. Laura Lorenz- Marketing Evangelist • 20+ year sales and marketing veteran – Duct Tape Marketing Consultant – Worked with over 40 business over past 1 ½ years to develop marketing systems what work • National Speaker on marketing for small business • Women’s Referral Network Member • BNI • S.C.O.R.E Volunteer
    4. 4. Leading Results Overview • Marketing services firm – coaching and consulting » 1:1 Coaching, Group Coaching » Fractional VP of Marketing » Social Media Coaching and Learning » Referral Marketing Coaching and Classes • Authorized Duct Tape Marketing coaches • Offices in Charlotte, Boston, Philadelphia, So. Cal. • Instructors for the Sage Marketing Academy • Clients throughout North America • We help our clients stop wasting money on marketing that does not create results
    5. 5. Leading Results Core Marketing Mantra • Dont talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably different way that I will experience working with you as you solve those problems. • Be sure you tell me what I get; NOT what you do. Because I dont have time to figure out if what I need is what you do.
    6. 6. LinkedIN – Quick Stats • 175m Members (191342=me)
    7. 7. Why do people use LinkedIN? A. They are looking for someone Or B. They want to be found by someone
    8. 8. What are your rules?
    9. 9. 5 Keys to Success • Be Authentic & Genuine • Be Transparent • Show Value • Be Engaged • Contribute
    10. 10. LinkedIN Anatomy
    11. 11. Foundation
    12. 12. He’s not thatmuch bigger than me
    13. 13. Get to the Y
    14. 14. LinkedIN Anatomy
    15. 15. Your Profile – 100%
    16. 16. Groups
    17. 17. LI Today
    18. 18. Signals
    19. 19. LinkedInCompanypage
    20. 20. LinkedIn Company page - Overview This public tab lists info such as: • Basic information about your company (e.g., location, number of employees and industry) • Information about new hires and employees, including the viewer’s degree of separation • Twitter and blog feeds plus a “follow company” feature
    21. 21. LinkedIn Company page - Careers • This is another public tab displaying job postings. • With a paid Silver or Gold account, you can add rich content such as videos. • You can also customize multiple versions of your Careers page that will display relevant content for targeted audiences.
    22. 22. Company page - Product & Services • Post descriptions of your key products and services • Receive product and service recommendations • Add content such as videos and promotions • Purchase recommendation ads to showcase recommendations for products and services and seek more of them • Get the “recommend” button to place on your website along with each of your products and services.
    23. 23. Productsand Services
    24. 24. LinkedIn Company page - Analytics • This is a private tab visible only to LinkedIn members with administrator access to your Company Pages. • Two analytics let you benchmark your company against similar companies • Also provides “insight”
    25. 25. LinkedInInsights
    26. 26. How to Benefit from LinkedIN
    27. 27. Key Areas of Leverage • Credibility • Getting Found • Automation • Sales • Networking • Advertising
    28. 28. Credibility • Build Credibility Through Q & A and Groups • Get (Write) recommendations
    29. 29. Getting Found • Search engine optimize your profile • Participate in Group Discussions and relevant association groups
    30. 30. Automation • Tweet from LinkedIN or use Hootsuite • Take advantage of "Saved Searches.” • Track company buzz. • Check in on "Network Updates.” • Use LinkedIn Today to keep track of industry news.
    31. 31. Sales • Connect with prospects • Stay in contact as people move • Use OpenLink to send messages to people to whom youre not connected. • Leverage the power of LinkedIn Groups. • Take advantage of advanced search options.
    32. 32. Enhanced Networking & Referrals • Search contacts for referral introductions • Research attendees from events • Review events prospects or connections are attending
    33. 33. Contribute
    34. 34. Advertising
    35. 35. Free or Paid?
    36. 36. Bonus Tips • Add a Follow Button • Rearrange your profile • Make your blog/website links sexier • Export connections. • Use applications. • Add a video to your Company Page.
    37. 37. Make your blog/website links sexier. 10/1/2012
    38. 38. Export Connections 10/1/2012
    39. 39. Applications
    40. 40. LinkedIN Best Practices • Profile – links, keywords, descriptive • Status updates (+Twitter) • Repurpose content – Slideshare, YouTube • Connect with clients & prospects • Search for leads – Ideal Customer Profile • Recommend clients, partners • Use Groups • Questions and Answers • Advertise
    41. 41. Result LinkedIN ends up being far more than a job hunting site Offer #1 Complete the evaluation, get the slides
    42. 42. Offer #2 • Marketing Hour Glass Audit » You complete our questionnaire » We spend an hour or so with you to review your approach against the Marketing Hour Glass » We’ll give you some suggestions on how to improve your LinkedIn profile Check the box for the free 45 minute business evaluation
    43. 43. We help small businesses stop wasting money on marketing Thank You & Questions Please take a moment to complete the post presentation evaluation Contact UsWeb: www.leadingresults.comEmail: llorenz@LeadingResults.comPhone: 484-313-4646Twitter: @LeadingResults ; @LauraBLorenzFaceBook: facebook.com/leadingresults

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