Using LinkedIn to Grow Your Business


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This presentation provides the foundation for using LinkedIn to grow your business.

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Using LinkedIn to Grow Your Business

  1. 1. How to Use LinkedIn to Grow Your Business The Basics of Building Your Profile and Developing Your Network
  2. 2. A Visualization of the Structure of Social Networks
  3. 3. Social Media’s Three Buckets <ul><li>Professional Networking </li></ul><ul><li>Social Networking </li></ul><ul><li>Information Sharing </li></ul>The Golden Rule of Professional Networking on Social Media for Business Development: Manage all content as if your best client, your biggest prospect, and your closest friend were the only audience.
  4. 4. To Grow Sales, I Need… To TALK to more people. To network more. To be viewed as an industry expert. More people to call in.
  5. 5. To grow sales I need to be viewed as an industry expert. <ul><li>How can you tell if a someone is an “Industry Expert”? What do they do? </li></ul><ul><li>Share high-level industry knowledge. </li></ul><ul><li>Offer analysis and perspective on current issues/events. </li></ul><ul><li>Provide suggestions and guidance to others in their field. </li></ul><ul><li>Are recognized by other VIPs in their industry. </li></ul><ul><li>Keep visible and active in their professional communities. </li></ul><ul><li>Are quoted or referenced in industry publications and networks. </li></ul><ul><li>Receive calls from people looking for assistance. </li></ul>
  6. 6. To grow sales I need to network more. <ul><li>How does networking help grow your business? </li></ul><ul><li>When you call people you’ve networked with, they’re more likely to take your call. </li></ul><ul><li>You find people who may be good connections/ prospects/ resources who aren’t currently in your database or on your radar. </li></ul><ul><li>You can build brand awareness for your company and for yourself. </li></ul><ul><li>Networking gives you an opportunity to have CONVERSATIONS about your industry to show off your skill and knowledge. </li></ul><ul><li>You’re more likely to have referrals sent to you when you’re actively networking. </li></ul><ul><li>Networking gives you an opportunity to build trust and familiarity. </li></ul>
  7. 7. To grow sales I need to TALK to more people. <ul><li>If you’re in the midst of a very busy day, and feeling the crunch of unfinished work or unmet goals, how would you respond to the following? </li></ul><ul><li>Zig Ziglar calls and leaves you a voicemail. </li></ul><ul><li>Would call him back the same day? </li></ul><ul><li>Your Assistant tells you that Angus King or Jim Collins is on hold for you. </li></ul><ul><li>Would you stop what you’re doing and take the call? </li></ul><ul><li>You get an email from the Commissioner of the ME Dept of Economic & Community Development asking you to schedule a time to speak. </li></ul><ul><li>Would you reply immediately? </li></ul><ul><li>“ John Richardson” calls and asks for ten minutes to talk about a service he’s offering. </li></ul><ul><li>Would you give him the ten minutes, or tell him you’re busy? </li></ul>
  8. 8. To grow sales I need more people to call in. <ul><li>Why would someone want to call you? How do you choose who you call for services you purchase? </li></ul><ul><li>In general, a personal connection with a prospect will increase the likelihood that they’ll call you when they need your service. </li></ul><ul><li>When seeking a service or information, people look for trusted vendors. </li></ul><ul><li>They know you will treat them professionally and provide good service and value. </li></ul><ul><li>Someone in their circle of influence has suggested that they call you. </li></ul><ul><li>Your name/company name is top of mind when they think of your service. </li></ul><ul><li>Your contact information is easy to find. </li></ul>
  9. 9. To Grow Sales, I Need… To TALK to more people. To network more. To be viewed as an industry expert. More people to call in.
  10. 10. Jason’s Network on LinkedIn
  11. 11. Creating Your Profile: The Basics <ul><li>Professional Headline: </li></ul><ul><li>Your elevator pitch </li></ul><ul><li>120 Characters </li></ul><ul><li>Not hyperlinked </li></ul><ul><li>If you provide email, you will get unsolicited link requests </li></ul><ul><li>Employment & Education: </li></ul><ul><li>Include RELEVANT past employers </li></ul><ul><li>Update when you change titles </li></ul><ul><li>Include RELEVANT education </li></ul><ul><li>Websites, Interests, Associations, & Honors/Awards: </li></ul><ul><li>Add link to your company’s website </li></ul><ul><li>Always customize the Website Name </li></ul><ul><li>Add links to Non-Profits you volunteer with </li></ul><ul><li>Add professional awards, associations & interests </li></ul><ul><li>Public Profile Link & Summary: </li></ul><ul><li>Customize your profile link to include your name </li></ul><ul><li>Your summary is the extension of your personal professional elevator pitch </li></ul><ul><li>Update your summary regularly </li></ul>
  12. 12. Managing Your account
  13. 13. Group Participation
  14. 14. Group Participation <ul><li>Discussions </li></ul><ul><ul><li>Add a new discussion or comment on a discussion a few times each month. </li></ul></ul><ul><li>News </li></ul><ul><ul><li>When you see good articles, look for a share link and share with your group. </li></ul></ul><ul><li>Updates </li></ul><ul><li>Members </li></ul><ul><ul><li>Search for and connect with people in your groups. </li></ul></ul><ul><li>Settings </li></ul><ul><ul><li>Choose how often you want to see updates, and how people can contact you from the group. </li></ul></ul><ul><li>Share </li></ul><ul><ul><li>Send an invitation to join the group to colleagues. </li></ul></ul><ul><li>Leave Group </li></ul>
  15. 15. Group Participation <ul><li>Rules of Conduct </li></ul><ul><li>Don’t try to sell on your first contact! </li></ul><ul><li>Respect group members’ time- provide value! </li></ul><ul><li>Don’t over do it! (no one wants 10 emails a week from you, no matter how wonderful you really are) </li></ul><ul><li>Be thoughtful- remember, you’re the new kid in school. </li></ul><ul><li>Respond to discussions and messages. </li></ul><ul><li>Consider the group a valued resource. </li></ul><ul><li>You can never be TOO appreciative or polite. </li></ul><ul><li>FOLLOW THE GOLDEN RULE OF PROFESSIONAL NETWORKING ON SOCIAL MEDIA OUTLETS! </li></ul>
  16. 16. Building Your Network <ul><li>Start by using the advanced search features to find people you are already connected with. </li></ul><ul><li>Current Customers </li></ul><ul><li>Volunteer Organizations </li></ul><ul><li>School Classmates </li></ul><ul><li>Previous Employers </li></ul>
  17. 17. Building your Network
  18. 18. <ul><li>Once you start connecting to people you know well, you can begin to find new contacts. </li></ul><ul><li>Review the connections of your 1 st level connections. </li></ul><ul><li>Keep you eyes open for connection indicators. </li></ul><ul><li>Call your first level connections to ask for an introduction to their connections. </li></ul>Building Your Network
  19. 19. Building your network <ul><li>When speaking with a current customer, ask if they’re on LinkedIn. </li></ul><ul><ul><li>If they are, offer to connect and send an invite. </li></ul></ul><ul><ul><li>If they are not, suggest they check it out. </li></ul></ul><ul><li>Search for people using Advanced features. </li></ul><ul><li>Search for people in your Groups. </li></ul>
  20. 20. Best Practices: invitations <ul><li>Never presume that people will want to connect with you. </li></ul><ul><li>Don’t send out multiple invitations to link. </li></ul><ul><li>Don’t attempt to connect with strangers. </li></ul><ul><li>Always customize your invitation to connect. </li></ul><ul><ul><li>Be humble and present WHY you want to connect. </li></ul></ul><ul><ul><li>Remind the person how you know them. </li></ul></ul><ul><li>When possible, connect on the phone first. </li></ul>
  21. 21. Best Practices: Recommendations <ul><li>Never presume that people will want to recommend you. </li></ul><ul><li>Recommendations from coworkers are less valuable than from outside contacts. </li></ul><ul><li>Only send blind recommendations to very close connections. </li></ul><ul><li>For all others, give them a heads up that a request for recommendation is coming. </li></ul><ul><li>If you choose to recommend someone, be thoughtful and provide details about your work with them. </li></ul><ul><li>If you get a recommendation that has grammatical errors, send it back with a note to edit- be appreciative and assume it was an oversight on their end. If you’re posting it on your site for all to see, they’ll want it to be right. </li></ul><ul><li>Always send a thank you note back to someone who has recommended you. </li></ul>
  22. 22. And Don’t Forget!!! Manage all content as if your best client, your biggest prospect, and your closest friend were the only audience.