In this e-course we will look at the benefits of the LinkedIn website for businesses. LinkedIn is a social network for businesses and professionals. Despite being a year older than Facebook and boasting 135,000,000 users, the website is less well known than other social networking sites. Fame and media attention are not everything though, because LinkedIn pushes all the buttons professionals and companies need in a social network. This is why all the executives of the Fortune 500 count themselves as LinkedIn members. This is also, why LinkedIn has been profitable since 2006 and was floated as a public company in 2011. Here is a break down of what you will learn on this e-course. Learning Out Come: Introduction Business Tools Business Pages Brand Building Recruitment Teamwork Client Acquisition Market Research & Interaction Advertising and Marketing Success Stories Conclusion Duration: 120 minutes

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LinkedIn Training
Guide
Aimed To Propel Your Business And Marketing Needs

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About LinkedIn
Founded in 2002 and launched in spring of 2003 by Reid Hoffman
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Graduated from Stanford and Oxford Universities
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Worked with Apple and Fujitsu
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Was a member of the founding for Paypal
Founded LinkedIn after Paypal was acquired by Ebay in 2002
By 2011, LinkedIn had 135,000,000 users across the world
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Includes all executives from the Fortune 500 companies
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Includes all major industries and industry leading companies

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Geographical locations

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Industry and Company Size
^ Graph of Industry vs Company size
on LinkedIn
< Vincenzo Cosenza’s infographics
demonstrate the growing reach of
LinkedIn.

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Setting up your Account
•How do you want your business to be portrayed?
•What is goal of Linked in Profile?
•What Key words for your profile?
•Who are your friends on LinkedIn? Are they good choices?
There are 3 types of Linked in Premium Accounts to
choose
•Business
•Business Plus
•Executive

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Types of Premium Plans
Business Plus
•Contact 10 people directly
through InMail with a
guaranteed response
•See 500 profiles when you
search
•Access to premium search
filters
•Automatically see expanded
professional profiles
•Full list of people who have
viewed your profile
•25 folder profile organizer
•See first names for third
degree contacts
•Access to reference search
•Priority customer service
Business
•Contact 3 people directly
through InMail with a
guaranteed response
•See 300 profiles when you
search
•Access to premium search
filters
•Automatically see expanded
professional profiles
•Full list of people who have
viewed your profile
•5 folder profile organizer
•See first names for third
degree contacts
•Access to reference search
•Priority customer service
Executive
•Contact 25 people directly
through InMail with a
guaranteed response
•See 700 profiles when you
search
•Access to premium and total
search filters
•Automatically see expanded
professional profiles
•Full list of people who have
viewed your profile
•50 folder profile organizer
•See first names for third
degree contacts
•Access to reference search
•Priority customer service

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Making a Business Page
•Log onto personal account
•Go to company home page (on main bar, under the masthead)
•Click the option “Add a Company”
•Enter Company Name, Company email address
•Tick box to verify you are the official representative of the company.
•Click “Continue”
•Go to the email account you use for your Linked in Account
•You will receive a verification email from Linked in
•Click on the confirmation link to be brought to a confirmation page
•Click “Confirm” on the confirmation page.
•Log in using primary email address and password.

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Basic Company Info
•Log onto personal account
•Go to company home page (on main bar,
under the masthead)
•Click the option “Add a Company”
•Enter Company Name, Company email
address
•Tick box to verify you are the official
representative of the company.
•Click “Continue” (top picture)
•Go to the email account you use for your
Linked in Account
•You will receive a verification email
from Linked in
•Click on the confirmation link to be
brought to a confirmation page
•Click “Confirm” on the confirmation
page.
•Log in using primary email address and
password.
•Bottom picture is your fresh account

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Basic Company Info - Part 1
Time to Flesh out your page!
•Click the dropdown menu entitled: “Admin tools”
•Click on “edit.”
What Type of Business are you running?
1.Company Type: Choose from eight options that include
“public company” and “self-employed.”
2.Company Size: Range of sizes depending on the number
of employees.
3.Company Website URL: Your website address
4.Main Company Industry: What type of company do you
run?
5.Company Operating Status: Ranges from operating to
out of business
6.Year Founded
7.Company Location: City, country, state etc.

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Permission & Logo - Part 2
Who do you want to modify your
business page?
•You can allow everybody with a
company email address
•You can nominate employees whom
are connected to you in LinkedIn
Want to add logos?
•Click “edit”
•On far right, click the “upload” button
•2 logo limit
•Rectangle logos are standard
•Square logos can also work

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Company Description - Part 3
What does your company
do?
1.Company Description: Write about your
company. Use short and simple sentences, keep
to the point, be factual and remember key words.
2.Company Specialities: You can add as
many of these as you like. Think of them like
tags. For example, your company might publish
books or it might specialize in different types of
cleaning service.
3.3. Company Blog RSS Feed: Add your
RSS feed to help your SEO.
4.4. News Module: Toggle between showing
news about your company and not showing it.
When you are done,
click “Publish”

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2. Page Optimization
Search Engine Optimization
•SEO = Search Engine Optimization
•SEO helps search engines find your site through key words
•LinkedIn uses SEO
•Customers, employers, and contacts find your business profile
using SEO and key words in LinkedIn
TIPS for setting up efficient SEO
•No spam. Keep to the point.
•Don’t become a super advertiser.
•Choose your keywords and stick to them.
•Do not stuff your pages full of keywords.
•Fill out all information boxes.

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Back-Links
•A Backlink takes a user from one website to another when clicked
•Backlinks can be used to network between LinkedIn sites
•Passive backlinks are written by followers and customers
•Backlinks are valuable, but need to be done right:
●ONLY link to legitimate websites (Such as LinkedIn)
●ONLY use one-way links
To set up a backlink you
can…
•Put your company URL in your
company description
•“Careers” and “Products &
Services” can also
have links
•Put your company URL in a status
update (see right)
●Click “Attach a Link”

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Driving Traffic To Your Site
1.Use Sociable on Wordpress
(or LinkedIn Share button)
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If your company has a wordpress blog, go to the plugin section of your dashboard
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Click “add new” then
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Search for “sociable”
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Install the plugin then activate it

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Driving Traffic To Your Site
1.a. Other blogs allow you to install a
specialized LinkedIn Share Button.
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Go to:
https://developer.linkedIn.com/plugins/sha
re-plugin-generator
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At the developer screen, there will be a
series of options.
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Paste the URL to LinkedIn company page
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Choose shape of button
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Click “get code” to generate HTML
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Paste HTML into website.

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Company Description: Write about your company.
Use short and simple sentence and to the point, be
factual and remember key words.
1.Put a link in your profile:
You can put a link on your personal profile to
your company profile.
2.Auto Post Blog updates to your profile:
You can search for plugins that automatically
update your blog with activity from your
Company or personal profile.
3.Applications: Wordpress & Blog Link
Instead of finding plugins, you can use
Wordpress or Blog link as your blogs because
they already are LinkedIn compatible.
4.Join Groups
Join or set up a group to facilitate discussions.
Driving Traffic To Your Site

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Driving Traffic To Your Site
6. Answer Questions (appropriate blog posts only)
Click “more” section to get to the “answers” page. Answer questions. The quality of your answers
increases your reputation.

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3. Business Tools Adding A
Product
•The first and most simple step in monetizing your LinkedIn page is to create product and
services on your business page.
•Go to your business page, click “products”
•Add products if you don’t have any on the main panel
•If you do have products, go to the admin menu on the right hand side and select “add product”

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11 Steps to Adding a Product
Step 1
•Decide if consumers can buy or buy a service or
product.
•Choose a category that suits the product
Step 2
Step 3
•Enter product service name
Step 4
•Upload image or logo of product. Make sure it’s
small enough for LinkedIn.

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11 Steps to Adding a Product
Step 5
•Enter Description of Product (remember SEO guidelines and
key words)
Step 7
•Link to company’s homepage or product site
page.
Step 6
•Choose 1-3 keywords to describe product

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11 Steps to Adding a Product
Step 8
•Add contact information for your product
(should be LinkedIn members)
Step 9
•Are you running a special promotion on your product or
service? Say so here.

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11 Steps to Adding a Product
Step 10 and 11
•Add URL and title to any YouTube promotional
video

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Recruitment
You can post a Job advertisement under the “Careers” option on your
company page (LinkedIn charges a fee to post a job)
How To Post a Job
Step 2
•Fill in the descriptions in the fields about
the job. The last two options are optional.
Step 1
•Type in Job Title and Location

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How to Post a Job
Step 3
•Similar to the product/services descriptions,
describe the job and its outlines with SEO in
mind.
Step 4
•Enter the desired skills and experience you want
the employee to have.

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How To Post A Job
Step 5
•Similar to the product/services descriptions,
describe the job and its outlines with SEO in mind.
Step 6
•Similar to the product/services
descriptions, describe the job
and its outlines with SEO in
mind.

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Premium Career Page
•In addition to the basic service, LinkedIn provides a premium career service page.
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Helps you develop company’s brand
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To set up, you need to contact LinkedIn directly.
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Additional features: videos, featured employee pages, banners, etc.

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Contact Building
LinkedIn offers a platform for networking with likeminded
individuals and companies. Reasons for networking include:
•Future Jobs: LinkedIn gives you tools to hire and consider reputable recommendations
•Advice: you can get advice from experts.
•Contacts and Services: Your network will re-enforce your reputation with recommendations
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Staff Networks: Companies like to show off their good staff to improve their reputation
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Groups: An group opens to collaboration and communication with networking and business.

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Events
•Events are another tool to marketing and promoting your brand and your business at LinkedIn
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Publicizes your product, service, or new office
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Includes followers in the project
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Great opportunity to get feedback
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Can also be used for private function
•To find the events page. First click on the “more” button
•Click on “events”.
•You will then see a list of suggested events.
•On right-hand side, find a list of your events or click “create event”

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How to create an Event
Step 1
•Click “create an event”
• Enter the name of the event (ex: Bob’s
Birthday Party”), when, where then a
logo
Step 2
•Write description of event
(keep SEO in mind)

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How to Create an Event
Step 3
•Enter more details about the event
Step 6
•Click “create event” to finish!
Step 5
•Share your event via Twitter and Facebook
Step 4
•What industry does your event relate to? Where
can people find out more? Is there a registration?

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Analytics
Analytics is on your company homepage under the “analytics” option, it provides valuable
testing and data on your LinkedIn page.
There are several types of analytics that LinkedIn offers.
1. Page Views
•Overtime, this graph will show how much your
page, career pages, or product and services pages
are viewed
2. Unique Visitors
•How many times each visitor visits a page of
yours (if they are repeat visitors)

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Analytics
3. Clicks: Products & Services
•Who has been clicking on your products and
services page? What were they interested in?
4. Members Following
[Company Name]
•Are your followers increasing or declining?

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4. Brand Building
•Brand Building is a valuable tool to help monetizing your business and LinkedIn
business page
•Brand Building includes Marketing and Advertising schemes
•LinkedIn tailor makes each ad campaign with you, so each marketing campaign is
different.
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Display Ads
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Social Ads
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Sponsorships

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Marketing and Advertising
Display Ads:
1.Standard Ad Units and Text Links are displayed on profile and other LinkedIn pages in a standard web-
ad format (IAB-Compliant ads, text links, and premium ads)
2.Content Ads are more dynamic and engaging
3.Homepage Takeovers designed for a specific target audience - High impact

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Marketing And Advertising
Social Ads:
1.Follow Company Ads let you highlight your company followers and attract new ones.
2.Recommendation Ads shows off your endorsements and attract new recommendations
3.Join Group Ads create an advert out of group discussions

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Marketing And Advertising
Sponsorships:
1.Designed to show off products and services.
2.Active promotion
3.May be negative due to “out and out” marketing
4.Creates sponsorships for products, interns, students, etc.

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Group Emails & Warm Calling
•Messaging potential clients and customers can be rewarding, with the right touch and non-spamming
techniques.
•Partner Messages allows businesses to utilize the network’s InMail system. This system works
because:
●They are guaranteed to be kept at top of index pile
●The number an y one user can receive is limited (no spam)
●They can be personalized
●They can be sent to specific people or types of people
●They make a great impact
• To activate Partner Messages, contact LinkedIn team
•Due to the system, your messages become exclusive and much more prone to responses.

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Market Research
•LinkedIn’s Insights act as a means of Market Research
●Long term and Short term
●Data intended to be compared to actual product sales
•LinkedIn’s Insights data and analytics can be used to examine responses to certain products and
certain styles of presentation
●For example, are users responding more to web links than to videos or
vise versa?
●What kins of messages are getting more comments than others?
●Which products are selling well and which ones are not?
• Customer interaction is also highly recommended

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5. Interaction Tools
•The internet has changed traditional
•People can access more information and easier
•Facebook, MySpace, and Twitter, as social networking sites, helped revolutionize business
•“Modern Business” demands a face for the company
•Modern consumers want to feel that their voice matters and real people run the
companies they work with
This section will show you how to make this happen in LinkedIn

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LinkedIn Groups
LinkedIn groups can gather employees and fans together in one place
Setting up groups
Step 1
•Create Logo for Group page.
•Choose between “company/branded” group or
“interest” group
•If you use “company/branded group” use the
same logo as your company
•If you choose “interest group” pick a logo relating
to the nature of the group

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LinkedIn Groups
Step 2
•Enter group name
•Choose what type it is
Step 3
•Write quick summary of group
(remember SEO)
Step 4
•Write quick summary of group
•(remember SEO)

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LinkedIn Groups
Step 5
•Enter website and email
Step 6
•Determine the access of your
group.
•An open group encourages
more people to join and
network
•A closed group filters the type
of people you wish to join the
group

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LinkedIn Groups
Step 7
•Enter the language of the group
to add a useful filter
•The location option is only
useful if you plan bringing
people together
•By linking to a twitter account,
you can carry on a conversation
with tweets
•Sign the agreement and click
“Create a group”

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There are two main themes for groups
To find out which group to choose, ask yourself, “Do you want group members to
know this group is run by your company?”
•A Branded Group is open about its company and intent.
●People can discuss your products and services.
•Interest Groups can discuss a wider subject other than your company
●You can use the group to gather feedback without overtly promoting your group
●Users may feel betrayed if they later find out you run the group and it is used as a
promotional machine.
Branded vs. Interest Groups

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Setting up a group is half the battle
If you don’t work on a group, it will die.
•Share
●Click on “Share” option on right hand side of your group page
●You will get 4 basic Option
●Share on LinkedIn
●Share on Twitter
●Share on Facebook
●Invite others
•Inviting others to your group will help get the momentum going
Keeping Groups Active

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•Discussion
●Starting a discussion to interact with fans and group members
●This could be used as a press release
●This could be used to gather feedback
●Use SEO keywords and basic, clear description when setting up the discussion
●What is the goal about the discussion?
●Is your discussion question interesting? Will it attract people?
●It is possible to attach links to discussions
Keeping Groups Active

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•Polls
●Can ask customers if they like a product or service
●Can ask which products or services need upgrading
Keeping Groups Active
•Members
●Who are your members and which are most active and why?
•Promotions
●You can set up your promotions as a separate from you group, but still visable

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•Jobs
●You can create job discussions.
●Layout is same as general discussion section, but you can identify positions you are interested in.
●Informal applications
Keeping Groups Active
•More
●Check the activity on your site. Does it look good to you? Is it well targeted?
●Check the settings to make sure the group is organized
●Start a subgroup within your group
●Check out the group’s profile. Is it attractive?
●Look at the group’s statistics

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Create a company page
Fill in your company details
Remember your SEO
Backlink to your company website
Create a LinkedIn like button on your homepage
Ask connections to become fans
Add employees to your company list
Create product pages
Post jobs on your company careers page
Ask staff and connections for recommendations
Regularly update your page
Create tailor made adverts for your products and services
Create Events fro product launches
Network with likeminded people and companies
Answer questions on the linked in Answers page
Create a group
Invite your connections to become members
Create new discussions and polls
Use your group for market research
Reward active group members
6. Your Checklist

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