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How to make your LinkedIn profile rock! Turn your LinkedIn profile into a business lead generation machine.

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How to make your LinkedIn profile a business lead generation machine. …

How to make your LinkedIn profile a business lead generation machine.
Part of Social Media Bootcamp workshop 28th June 2013

Published in: Business, Technology

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  • 1. 28th June 2013 How to make your LinkedIn profile ‘Rock’ What they don’t teach you about LinkedIn but you really do need to know!
  • 2. and… ‘How to make LinkedIn a business generation lead machine!!’
  • 3. You’ve been invited to … • Worlds largest networking event • All your customers and key prospects will be there to talk, share ideas, collaborate on projects • You have an opportunity to add real value to the event Would you go? And keep going?
  • 4. 5 key reasons why I use LinkedIn Business development opportunity generation Because it’s where the people are Don’t like cold calling Great way of staying in touch with my network Improves my search engine optimisation
  • 5. LinkedIn Facts More than 200 million members worldwide UK 11 million members New member joins every second Executives from all top companies are LinkedIn members 7th Largest country in the world Cant ignore it!
  • 6. LinkedIn is a powerful way to… Differentiate yourself and be found in sea of competition Generate an endless supply of leads for you and your company Share value, files and ideas with connections Manage your online reputation and highlight your strengths No Autopilot!
  • 7. 3 key things to ask yourself… 1. How many connections do I have? 2. How many recommendations do I have? 3. What is your summary statement? ‘These 3 front page stat’s pretty much determine your LinkedIn prowess and prospect.’ Gitomer
  • 8. What do I want to say? 1. Who’s your audience? 2. What problems/pains do you solve for your audience? 3. How can you convince me you deliver great results/earned the right? The answers above drive your content strategy
  • 9. Your overall objective? Be recognised as a ‘Thought Leader’ in your field. Know Like Trust
  • 10. The biggest problem with on-line networking ‘I’ve put some time and effort into it but I’m not getting much out of it!’ 2 issues; 1. You don’t have a goal or strategy 2. Not sure who are the people in best position to help me reach that goal
  • 11. Fundamentals of networking What’s your networking attitude? ‘Sharing information in a reactive and proactive way without expecting anything immediately in return.’
  • 12. Or to quote the late great Zig Ziglar
  • 13. Building your connections • 1st - Your connections • 2nd - Connections of your connections • 3rd - Connections of the connections of your connections.
  • 14. ‘The real power of your network is in the second degree’
  • 15. Building a profile that ‘Rocks’
  • 16. Your Public Profile Fundamentals Make sure your profile is set to full view Optimising your profile Headline should be catchy and be key-word rich
  • 17. Your Public Profile Fundamentals Make sure your profile is set to full view Include everything you do, including past companies Give your profile a custom URL (your name) Include the link to your profile on your email signature Link to your web site and blog for enhanced SEO 3 quality back-links Optimising your profile Headline should be catchy and be key-word rich
  • 18. Your Public Profile Load your current and past work history with terms you want to be found for
  • 19. Your Public Profile Load your current and past work history with terms you want to be found for
  • 20. Your Public Profile Load your current and past work history with terms you want to be found for
  • 21. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  • 22. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  • 23. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  • 24. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  • 25. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features. • Browse through and see who you want to connect to • Check which contacts bridge you and the potential new connection • You can then send them an invitation to connect or make contact ‘I see we have a number of connections in common…’ or you can see who would be best to make an introduction for you. • When someone accepts an invitation to connect go to their profile and see who they know
  • 26. See who they know Click on their connections
  • 27. See who they know
  • 28. Invitations to connect • 1st rule of LinkedIn ALWAYS personalise an invitation to connect. Too many invites come through where people haven’t bothered to change the standard message. • If you don’t personalise the message to me it looks like you’re just ‘trawling’ for connections • Would you walk up to someone at a networking event , just give them your card, say call me then walk off?
  • 29. Invitations to connect: The lazy way The default message: Sending this is impersonal, it makes it look like you are trawling for connections
  • 30. Invitations to connect: The right way A personalised message: Makes the recipient feel like you value them
  • 31. Invitations to connect: how to deal with them • Should I accept every invitation and how do I decide? In thinking about accepting ask yourself - does the addition of this connection strengthen and add value to my network? If yes, then accept. If no, then reject them politely. • How do I reject the invites I don’t want to connect with? Its ok to say no and is more polite than simply ignoring them!
  • 32. Invitations to connect cont… Hi John, I usually only accept invitations to connect from people I have already done business with or by introductions and recommendations from others in my network. However I look forward to reading your Tweets and getting to know you better that way. Kindest regards
  • 33. Cultivating your network Status Updates
  • 34. Status Updates
  • 35. Cultivating your network • Aim to update every day/a few times a week • Comment on other member connections status updates • Stay business focused • Be useful/create value Status Updates
  • 36. Status updates: Home link… To see specific updates • Connections • Profiles • Groups • Companies • etc
  • 37. Recommendations • Accessed via a direct link on your profile and under each of your previous roles or and in a separate recommendations section • Essential as they establish your credibility; who else says so besides you? • Great evidence of the value you create • Excellent for improving SEO
  • 38. Recommendations To access recommendations click drop-box
  • 39. Recommendations
  • 40. Recommendations Video testimonials
  • 41. Recommendations cont… Here’s some done for me Keep them current Aim for a minimum of 10 Don’t be afraid to ask What’s the best way to get a recommendation?
  • 42. The best way to get recommendations? • Work hard to earn them! Deliver Value. Only ask if you think you have earned one. • People will ask them from you. The best test here is would you give them a reference offline for a job? Or for a tender? • If someone does recommend you, you can reciprocate, but wait until the next day or so. • Don’t be afraid to turn down a request, but do it kindly.
  • 43. Adding media Click edit profile
  • 44. Adding media Adds media Edits wording Adds more jobs/experience Moves segment up/down profile
  • 45. Your LinkedIn Secret Weapons
  • 46. New Business Development Tools
  • 47. My Groups Can join up to 50 groups What’s your group strategy? Discussions and promotions Posting strategy
  • 48. Groups Aim to become key influencer Create and contribute to discussions Post thought provoking questions Don’t self promote it turns people off
  • 49. Thought provoking questions
  • 50. Groups After 5 days 103 comments! Key Influencer in Group
  • 51. Thought provoking questions 12 days 152 comments!
  • 52. Thought provoking questions 4 days 32 comments
  • 53. Profile statistics/who’s viewed 14 to 75!
  • 54. Be provoking!
  • 55. Groups: start your own
  • 56. New Business Development Tools
  • 57. Advanced Search
  • 58. Advanced Search One of the most exciting aspects on LinkedIn Allows you search LinkedIn for anyone on many criteria What’s your definition of a high-quality lead? • Who are the Key Decision Makers and buyers in the companies you sell to? • What’s their job title? • What’s their seniority level? • How big is the company? • Are they in specific industries?
  • 59. Advanced Search ctd…
  • 60. Click on see all
  • 61. Advanced Search ctd… Internal referrals from current client Map the key contacts
  • 62. Advanced Search ctd… Make a list of top 50 company prospects then check them out in company search section!
  • 63. Company Search
  • 64. Company Search The power is in the 2nd degree connections
  • 65. Company Search A great link/way in
  • 66. Advanced Search ctd… Looking for Senior HR professionals in the region
  • 67. Advanced Search ctd… Looks interesting 307 leads
  • 68. Advanced Search ctd…
  • 69. Your Connections The power is in the 2nd degree connections
  • 70. LinkedIn Applications
  • 71. LinkedIn Media Click on edit profile Edit/add media
  • 72. LinkedIn Media
  • 73. LinkedIn Media
  • 74. LinkedIn Video Youtube
  • 75. LinkedIn Media Add video content testimonials or best practice clips
  • 76. LinkedIn Media
  • 77. LinkedIn Media Add slideshare content to your profile
  • 78. LinkedIn Media
  • 79. LinkedIn Media Write down titles of 5 things that you could write about that demonstrates your personal level of knowledge or expertise and adds value to… Clients or potential clients
  • 80. LinkedIn Projects Use the ‘Projects’ section to promote events, white papers, free downloads or to showcase products you are currently promoting Click the link
  • 81. LinkedIn Projects
  • 82. LinkedIn Projects Use the ‘Projects’ section to promote events, white papers, free downloads or to showcase products you are currently promoting Click the link
  • 83. LinkedIn Projects
  • 84. LinkedIn Projects
  • 85. LinkedIn Publications Click link
  • 86. LinkedIn Publications
  • 87. Endorsements
  • 88. Company Page
  • 89. Company Page
  • 90. Company Page Recommendations Video
  • 91. Example
  • 92. Example 2
  • 93. So in summary… You now know what it takes to make your LinkedIn profile and presence ROCK! The imperatives are…
  • 94. The 15 imperatives of LinkedIn • Build a complete profile • Update and engage frequently with your connections • Recommend others • Solve other peoples problems • Join and participate in groups
  • 95. The 15 imperatives of LinkedIn • Start your own group • Search companies and harvest new leads • Respond to everyone who communicates with you • Set up the slide-share, youtube, project and publication functions to add value • Change your status regularly
  • 96. The 15 imperatives of LinkedIn • Put video on your profile • Promote your blog • Add the projects and publications application to showcase your work • Integrate twitter • Leverage LinkedIn's search power
  • 97. @LinkedIn.com/in/michaelbarkerpdg @Twitter.com/pdgtips @pdgclips @ PDG-Performance-Development-Group Contact me at Performance Development Group www.performancedg.com 0113 2288808 michael@performancedg.com