Linkedin Basics - Leveraging The No-Nonsense Network
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In our new eBook, LinkedIn Basics – Leveraging The No-Nonsense Network you will learn:...

In our new eBook, LinkedIn Basics – Leveraging The No-Nonsense Network you will learn:

How To Complete and Optimize your LinkedIn Profile
The Importance of a Company Page
How To Complete your Company Page
Turning on Status Updates
How To Increase Your Clout with Recommendations
Simple Strategies on How to Generate Leads and Drive Traffic on LinkedIn
And Success Tips For Maximizing Your Marketing Efforts on LinkedIn…

Start using LinkedIn to attract potential clients to your brand today and watch your business soar!

http://andreabolder.com/linkedin-marketing-small-business/

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Linkedin Basics - Leveraging The No-Nonsense Network Document Transcript

  • 1. ba sics Leveraging TheNo-Nonsense Network
  • 2. LinkedIn Basics:Leveraging The No-NonsenseNetworkBy Andrea BolderAndrea Bolder is a Gold Medal Olympian turned social mediaexpert, consultant and strategist who’s teaching entrepreneurshow to WIN online. She has used internet marketing and socialmedia marketing to build successful businesses online andcoaches small businesses and solo-entrepreneurs simple strategieson how to use Facebook, Twitter, LinkedIn, YouTube and Blogging to findnew customers and increase revenue.Follow me on Twitter@andreabolderwww.andreabolder.com
  • 3. ContentsWhat Is LinkedIn 4Getting Started on LinkedIn 6Adding Connections 16Adding A Company Page 20Status Updates on Your LinkedIn Page 25LinkedIn Recommendations 27Generating Leads on LinkedIn 29Tips For Success 34Final Thoughts 35www.andreabolder.com
  • 4. What Is LinkedInLinkedIn is “a no-nonsense” site providing the perfect platform for busyprofessionals and small businesses because you can grow relationshipsand drive new business. LinkedIn is not just for large corporations andwe’ll show you how to put LinkedIn to work for you.LinkedIn is a social network with over 150 million users whereprofessionals can post their profile - think online resume - and establishbusiness connections, join group discussions, ask and answer questions,and stay up on the latest news and trends in your industry.LinkedIn lets you connect with people you don’t know through the peopleyou do know.How? You can see your personal network, but also the networks of yourfriends and colleagues. So you can discover connections, request recommendations, and learnabout anyone’s professional career. A user can easily discover the peopleemployed by a certain business, or the various businesses a certainperson has worked for.But what makes LinkedIn truly different from other social media sites?LinkedIn is the no-nonsense, button up social network. Unlike Facebookwhere you share your party photos with friends, LinkedIn is gearedtoward white papers, industry news and business to businessconnections.For these reasons, LinkedIn should be an integral part of your socialmedia marketing mix. So let’s dive a little deeper.www.andreabolder.com
  • 5. How Using LinkedIn Can HelpAt the heart of LinkedIn is making business-to-business contacts, but nomatter what your line of work or type of business, LinkedIn can be apowerful tool for you. LinkedIn allows you to:1. Drive traffic to your website. Sharing valuable content, establishing yourself as an expertise and becoming a go-to resource for your industry helps you to attract your ideal prospect, business partner or recruit. Leverage LinkedIn to attract the ideal customer or client.2. Helping your search engine optimization efforts. Search engines love inbound links, and your personal profile and company page can both link back to your website, giving you a higher rank in the world of Google.3. Post your resume and brag about your qualifications. This social site is a great place to highlight your credentials.4. Get and give recommendations. What’s better than being able to have other professionals vouch for you. LinkedIn is perfect for testimonials and recommendations amongst peers.5. Share links to your content by posting information related to your niche that can be of value to your network on LinkedIn.6. Demonstrating expertise through the content you post in the site’s Answers section. Scroll through open questions posed by others on the site and answer those that fall in your area of expertise.7. Connecting with professionals of like interest in the Groups area. Groups are discussion forums centered around a specific topic or industry. You can actively participate in Groups to share ideas, pick up tips and strategies to help your business grow, and connect with people who share similar passions.8. Staying on top of industry news. You can get the latest news sent right to your inbox and/or at the top of your screen every time you log in.www.andreabolder.com
  • 6. Getting Started on LinkedInYour LinkedIn profile serves as your online business card, profile andresume rolled in to one. It tells people why they should connect with you,gives them a glimpse into the value and expertise you can offer, and whattypes of content you might be sharing. In addition, it makes it easy forfriends, colleagues, and potential customers to find you online becauseyour public profile is searchable. This is a place to show the world all thegreat things youve done professionally. Step 1Lets start creating a profile.Start by going to: https://www.linkedin.com/reg/joinStep 2You’ll see a sign-up box that looks similar to the one seen here.www.andreabolder.com
  • 7. 1. Enter Your First Name. 2. Enter Your Last Name. 3. Enter Your Email Address. 4. Enter a Password. 5. Click Join LinkedIn.Step 3You can choose the options Employed, Job Seeker or Student. As a SmallBusiness Owner or entrepreneur you want to reflect that in your LinkedInProfile. So start by adding your official title as “business owner” or “CEO”under Job title along with your company name.  1. Choose Your Country. 2. Enter Your Zip Code. 3. Enter Your Company Name. 4. Choose Your Industry.  5. Click Create My Profile.www.andreabolder.com
  • 8. Step 4Now it’s time to confirm your email address.  In this case we used a gmailaccount. Your page might look slightly different depending on the emailaddress you used to sign up. Click Confirm my Account or Send a confirmation email instead (wechoose the option “Send a confirmation email instead”). Depending on theoption you choose to confirm you’ll see something similar to this here:www.andreabolder.com
  • 9. Step 5Once you’ve confirmed your email address and signed in you can startadding connections:www.andreabolder.com
  • 10. LinkedIn will try to find people that you may already know. Connectingwith people you already know is an important step in building yournetwork, but before you do this, we recommend that you first completeyour profile.We will come back to this step in a few minutes.Click Skip This Step.You can share on the social networks such as Facebook and Twitter to letpeople know you’ve just created an account on LinkedIn.Step 6Choose a LinkedIn Plan.  We’regoing to start with the FreePlan.  You can always upgradelater.Click Choose Basic.www.andreabolder.com
  • 11. Step 7Congratulations!  You’ve setup your LinkedIn account!To help you get started LinkedIn will provide you with a short To Do listwhich will get you going and help you improve your profile.Why Customize Your LinkedIn Profile?Your LinkedIn Profile is essentially your online resume.  It’s youropportunity to showcase and promote yourself to anyone who wants todo business with you and your organization including clients, customers,and partners. Since your LinkedIn profile may be your first impression,you’ll want to make it amazing so make sure you fill it out to 100%completion. If your profile is incomplete, it’s essentially useless.So Lets create a LinkedIn profile that really promotes the value you bringto the your industry.www.andreabolder.com
  • 12. Step 1: Include a Professional ImageGo to the menu bar at the top of any LinkedIn page and select the“Profile” menu.Drag down to the “Edit Profile” link.While this may seem like an obvious step, countless LinkedIn users fail toinclude their full name and picture. Don’t forget that LinkedIn is aprofessional network. Make sure to include your first and last name toensure people can find your profile and no party pictures here.Step 2: Optimize Your HeadlineTake the time to customize your Professional Headline. Think about whatyou want potential customers, clients and business partners to knowabout you. Keep in mind that if a client were seeking you out on LinkedIn,it would be helpful to include your current position in the headline.Step 3: Update Work HistoryFrom your profile page click on Add a Past Position.www.andreabolder.com
  • 13. It’s a good idea to list other positions you have held because LinkedInuses that information to help connect you with former colleagues.Tell people more about your job making sure to include important detailsthat highlight your professional accomplishments.Fill out the info, and don’t forget to Click Save Changes.Next, you’ll want to add your Education and school information as well.Click Save Changes.Step 4: Optimize Your Website URLsAdding your website(s) or blog(s) will help people learn more about youand your organization. It will also help more people find your blog andwebsite. From your profile page, select Add a Website. Notice how I havenamed my website links using targeted keywords related to my niche.Consider adding a link for people to join your email newsletter list, too.www.andreabolder.com
  • 14. From this page you can also enter additional information about yourprofessional and personal interests, groups, and awards.Remember, the more information you provide, the more reasons you’llgive for people to connect with you. When you’re done, Click SaveChanges.Step 5: Optimize Your LinkedIn URLYou’ll want to create a personalized LinkedIn URL. Under the “Edit Profile”page, look at the bottom of your profile. You’ll see a line that says “PublicProfile” with an “Edit” link next to it. From there, you’ll be taken to a newscreen. Scroll down and to the right of the page you’ll see prompts thatshow you how to create your customized LinkedIn URL quickly and easily.Step 6: Add Your Twitter AccountIf you use Twitter, add your Twitter account so that your LinkedInconnections can follow your tweets. From your profile page, Click Edit tomanage your Twitter account settings.www.andreabolder.com
  • 15. Not only should you display your Twitter handle on your LinkedIn profile,but you should share your tweets as well. I suggest selecting the option toonly share tweets that contain a LinkedIn hashtag (#in or #li). This willallow you to filter which tweets appear on your LinkedIn profile.This way, if you tweet a lot or want to filter tweets that may not be“LinkedIn worthy” they will not appear in your LinkedIn stream. Not allLinkedIn users are updating their accounts as often as Twitter users, sohaving a filter can avoid spamming your connections.www.andreabolder.com
  • 16. Adding ConnectionsNow that your profile is completely set up, you can now focus on growingyour connections. Making connections is the biggest reason to spend timeon LinkedIn. It’s sort of like attending a virtual networking event or tradeshow. There are a number of ways to add connections and LinkedInmakes it as easy as possible for you to grow your network.Step 1Go to the top of the menu bar and click on the link that says “AddConnections” from drop down. There is also a green Add Connections linkin the upper right hand corner of your profile page.Click on the link and you will be taken to a page that looks like this:www.andreabolder.com
  • 17. Step 2On this first screen you are given the option of either automaticallyfinding all contacts from your email account, or manually adding selectcontacts by entering individual email addresses. Step 3Next, Click On the second tab, Colleagues. www.andreabolder.com
  • 18. This screen will show you contacts you might have worked with atdifferent companies or organizations in the past based on those youentered when you created your profile.Step 3Next you can filter my Alumni based on the contact you might know fromschools you’ve attended.Step 4Lastly, Click theP e o p l e Yo u M a yKnow Tab. LinkedIn is designedto show you peopleyou might knowbased on yourexperience and yourexisting network.www.andreabolder.com
  • 19. If you’re just getting started with LinkedIn, you’ll see a page that lists people you may want to connect with. As you add connections, you’ll see your network grow. For example, with 158 connections in my current network I am linked to over 56,000 other professionals!You can also do a manual search by clicking on the People in it. Drag downto Groups. Then type in a subject you’re interested in (e.g., marketing,sales, real estate, social media, etc.). LinkedIn provides suggestions notonly on “Groups” but also in several other categories such as Connections,Companies, Features and Skills.Reach out to organizations or people on LinkedIn, that’s what it’s form butavoid mindlessly adding too many people at once as it can come off asspammy.www.andreabolder.com
  • 20. Adding A Company PageNow that you have your personal LinkedIn profile up to par it’s time toadd your company to the LinkedIn Directory so that potential employees,partners, and customers find you. A company page can help you expand your reach making it possible formore people to connect with your company through it’s current employeesor partners. Chances are many of your employees are updating theirpersonal profiles to show where they work. Every person that connectswith that profile may potentially click on your company name and benavigated to your company page giving your brand more exposure.A company page can also promote product awareness. Company pageson LinkedIn allow you to promote specific products so each stands out.Not only are consumers learning about the products and services yourcompany provides, they are also able to see how many of theirconnections recommend them.Step 1: Add Your Company From your Profile Page Click on Companies. Type in your companys name, your company emailwww.andreabolder.com
  • 21. address, and check the box verifying that you are an official companyrepresentative.Click Continue.Step 2: Update Basic Company InfoLinkedIn will prompt you to fill in basic information about your company.Be sure to optimize the company description section, as this will beessential for visitors in helping them understand what your business is allabout.Next, fill in the details about your company including adding your logo,address, website, RSS feed and more. When you’re done, Click Publish.Once you’ve completed this section your company is now officially onLinkedIn. Now your employees can link their profiles to the company, andpeople will easily be able to find your business.www.andreabolder.com
  • 22. Step 3: Post JobsThe second tab on a company page is “Careers.” This option allows you topost openings at your company on a social network where high qualityprofessionals are already hanging out.Step 3: Add Products & Services LinkedIn is a great place to showcase your various products and services, so make sure you include them. Simply follow the step-by- step instructions to help you broadcast those services.www.andreabolder.com
  • 23. Step 4: Promoting With Ads Similar to Facebook Ads, LinkedIn allows you to promote your company through an ad campaign. LinkedIn takes you through a simple series of steps that will walk you through setting up your campaign.A “Common Questions” box also appears to the right of this page, so youcan truly understand how ads work. A LinkedIn ad campaign has thepotential to help you spread the word about your company, it’s productsand services.Step 5: Measuring SuccessThe final tab on your company page is “Page Statistics.” As an onlinemarketer you must understand how to measure your market efforts andknow how those efforts affecting your bottom line. This will help youdetermine whether or not those efforts are worth the time.The analytics tab will allow you to track page views and unique visitors onyour overall page, as well as each individual tab. LinkedIn also measureshow many clicks your products or services have received and the numberof members following your company.www.andreabolder.com
  • 24. In addition, LinkedIn gives percentages for unique member visits whichcan be extremely helpful in determining who your LinkedIn targetaudience.www.andreabolder.com
  • 25. Status Updates on YourLinkedIn PageLinkedIn now allows companies to broadcast messages to its companyfollowers. You’ll be able to share text, links, videos and images. Theseupdates are very much like the updates a business would post to aFacebook Page.This will allow your company to have another platform to shareinformation, and add some personality to your page.Want to turn on this feature? Here’s a breakdown of the simple steps toactivate status updates, which will appear on followers’ LinkedInhomepages as well `as the company’s page itself. In addition, LinkedInusers can “Like,” comment on, and share a company’s updates, a laFacebook.Step 1If you’re an administrator, sign-in and visit your Company Page onLinkedIn (e.g. iOnSmallBusiness)Under “Admin Tools” on the right, click “Edit”.Under CompanyPage Admins, check“Designated UsersOnly” (Note: youmust have this boxchecked in order towww.andreabolder.com
  • 26. enable company status updates. If the “All employees with a valid emailregistered to the company domain” box is checked, the status update boxwill not appear.)Step 2Now youll want to manage who can post messages. Type in the names ofthe admins you want to allow to post company updates. (Note: you mustbe connected to a member in order to include them as an admin.) Onceyouve set your admins, click the "Publish" button.Step 3Now you’re all set to share updates with the followers of your LinkedInCompany Page.www.andreabolder.com
  • 27. LinkedIn RecommendationsAsk for Recommendations. With LinkedIn, you can ask colleagues, clients,and other people who are familiar with your work to you endorse youthrough LinkedIn Recommendations. Recommendations reinforce yourprofessional identity online and boost your credibility.LinkedIn recommendations is essentially “Social Proof.” Someone else hasvouched that you know what you’re doing, can deliver as promised andhave the expertise to help others get the results they desire. To recommend someone, click on Profile and select Recommendations.  From this page you can manage recommendations you’ve received from your connections, request recommendations, and make recommendations for others. If you’re interested in having someone recommend you, find a positionyou’d like to be endorsed for and click “Ask to be endorsed.”www.andreabolder.com
  • 28. Then select a colleague from your current or past position to endorse you. Try asking 3-5 colleagues to endorse you every 6-8 weeks. This will helpyou to stand out from the competition and grow your network.Also, don’t forget to return the favor! Recommending someone you havedone business with is a great way to build a deeper relationship. Younever know what opportunities may open up because you helpedpromote someone other than yourself.www.andreabolder.com
  • 29. Generating Leads onLinkedInWhile all of the eyes have been on the more exciting networks likeFacebook and Twitter, LinkedIn has been silently growing their Internetempire. The average LinkedIn user makes $109,703 a year and 49% ofthem are business decision makers. Now that we’ve got all of our profilesand pages set up, I’m going to show you how to tap into this social pool togenerate leads, prospects, and even future partnerships.There are 2 ways to drive traffic to your business:1. Providing potential prospects valuable information about your company directly on LinkedIn.2. Engaging potential prospects with conversation then driving them to a landing page on your website.This first approach—to provide prospects information directly on LinkedIn—is a great way to showcase your expertise and reach out to people witha genuine inclination to help solve their problems. By helping others, theyare more inclined to trust and purchase from you in the future.Using this strategy requires that you take the time to get to know theprospect first. Be helpful by offering advice, marketing tips, usefulresources, industry insights or general information before you turn it intoa sales pitch.The 2nd strategy is to focus on driving potential prospects to a leadcapture page where you can collect their contact details in exchange foran offer. This offer could be a free report, training video, newsletter orgiving them more information on your products or services.www.andreabolder.com
  • 30. This approach also requires that you reach out and engage, offerbeneficial advice and tips but your goal is to drive them from LinkedIn toyour site where you can then continue to develop a long term relationshipwith them ideally through your email list.So How Exactly Can You Use LinkedIn To Generate Leads For Your SmallBusiness? Here are a few key strategies you’ll want to consider: LinkedIn Answers LinkedIn Answers lets you tap the knowledge of your professional network and demonstrate your own expertise. This is useful (and under- utilized) tool on LinkedIn. It’s a section where people who want to ask questions about business go to get advice. And guess who’s giving the advice? You are, because you’re an industry- expert with a lot of helpful knowledge, right? Absolutely!!From your profile page go to More and Click on Answers.On the LinkedIn Answers Page you’ll see Questions and Answers fromyour Network.  Begin by searching for a question and seeing what others have to sayabout a particular topic. www.andreabolder.com
  • 31. Take a few minutes every week to ask and answer questions. Let the worldknow you are an expert at what you do!LinkedIn Applications The Applications area is where you can go to add new and interesting apps that will improve the experience people have on your LinkedIn page. Want to add your blog posts to your LinkedIn page, there’s an app for that. Or, if you’d like to let people know what marketing books you’re reading, there’s an app for that too. You can even set up simple polls to find out what’s on the minds of your customers and prospects.Applications are easy to use and simple to set up. Try them.www.andreabolder.com
  • 32. LinkedIn GroupsLinkedIn Groups allow you to connect with like-minded individuals, growyour network, share information, and find support. Join several groups onLinkedIn both within and outside of your industry that can potentiallyconnect you with the audience you need to grow your business. Don’t beafraid to expand your reach outside of your comfort zone. To Find Groups To Join Start by Clicking on Groups in the LinkedIn Menu. Click on Groups Directory. Search for Groups related to your niche or interest. Type in your search term and Click Search.Find a group that looks interesting and click Join Group. Choose yourGroup Settings and how you’d like to receive messages from the Group,then click Join Group. You’ll see a screen to confirm that you’re now awww.andreabolder.com
  • 33. member of the group. Some groups require approval from the groupadministrator, so you may need to wait before you can start reading andcommenting with other group members.Can’t find a group you like - Create your own. Click on Create a Group andfollow the simple instructions to create a group that you control and onethat focuses on your specific interests.LinkedIn AdsThe LinkedIn advertising program can be used to promote your business anddrive new prospects to your landing page, LinkedIn group or otherexternal destination.To create an ad you simply craft a headline, add some copy and create adestination link. Then you bid on how much you’ll pay LinkedIn every time someone clicks on the ad. If you pay $1 to LinkedIn for a click- through, and it takes 25 clicks before you convert a customer, then you’ve just spent $25 for 1 customer. If your product sells for $250 each, investing $25 to generate $250 is not too shabby - actually it’s a pretty darn good return on investment.www.andreabolder.com
  • 34. Tips For SuccessHow can you get the most out of LinkedIn? Here are a few keys ways toensure your brand and business shine:• Post Consistently:  Post something new to your profile at least once week. Add events, share links to blog posts and relevant content, ask for and give recommendations, engage, etc.• Actively Participate: The more you participate in group discussions, the more you’ll build credibility and trust within your industry. Your goal is to establish yourself as the expert in your niche. If you’re consistently contributing valuable content, soon you’ll be seen as a go-to resource by your peers.• Keep Your LinkedIn Profile Fresh: Update your profile every 3–4 months to make sure everything is current. Received a new award? Start a new position? Earn an accolade? Let everyone know.• Ask and Answer Questions:  Tap into the power of your network 3-4 times a month to ask or answer questions (learn how to do this at http:// learn.linkedin.com/answers/). This will keep your name and business top of mind. It will also help you build clout and credibility with those colleagues, as well as with potential customers, prospects, and partners.• Publish Quality Content: Create content that has the potential of being promoted by LinkedIn users. If you don’t already have a blog, start one now. You never know what great content will get shared enough to land in a user’s top stories.• Embed Share Buttons: You’ve created content, now give your users the ability to share it. Be sure you add a LinkedIn share button to your pages, blogs and websites.www.andreabolder.com
  • 35. Final ThoughtsWhile LinkedIn is considered the no-nonsense social network, it is a greatplace to have fun showing off your qualifications and professionalexpertise.Take advantage of this ever evolving site as there are a number of toolsbeing added that make marketing and promoting your business easierthan ever.If LinkedIn is not a part of your social media marketing mix, it should be.Stay in the know on what’s working within this network by plugging in toour blog and other helpful resources. Once you get a handle oneverything you’ll be excited about what LinkedIn can do for your business............................................................................................................................. share this ebook! SHARE ON SHARE ON TWITTER FACEBOOKLearn more about generating leads, increasingcustomer engagement and making more moneyonline. Check out our social media resources...http://andreabolder.com/smrrwww.andreabolder.com