Maximizing LinkedIn
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Maximizing LinkedIn

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Learn how to go WAY beyond basics on LinkedIn!

Learn how to go WAY beyond basics on LinkedIn!

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Maximizing LinkedIn Presentation Transcript

  • 1.  Intro  Strategy  Profile Optimization  Recommendations & Endorsements  Connecting & Prospecting  Maximizing Group Membership  Ads  Measuring the Results Download this slide deck at http://bit.ly/MAXLINK
  • 2.  We will have Q&A at the end of each section. Download this slide deck at http://bit.ly/MAXLINK
  • 3. Download this slide deck at: http://bit.ly/MAXLINK Download this slide deck at http://bit.ly/MAXLINK
  • 4.  What is your one main desired takeaway today? Download this slide deck at http://bit.ly/MAXLINK
  • 5.  LinkedIn has over 200 million users (in total) and gains 2 new users every second.  45 million people visited LinkedIn in June 2013.  LinkedIn has an above-average number of users that are welleducated, male, aged 35 to 54, high-income Caucasians or Asians with no kids.  53% of business-to-business marketers have acquired a customer through LinkedIn, compared to 22% for business-toconsumer  43% of all marketers have found a customer via LinkedIn in 2013 Download this slide deck at http://bit.ly/MAXLINK
  • 6. Download this slide deck at http://bit.ly/MAXLINK
  • 7.  I posted a downloadable piece of content on my blog (with registration form)  Shared that blog article:  As a personal status update  In 49 out of 50 LinkedIn groups Download this slide deck at http://bit.ly/MAXLINK
  • 8.  I received the following from LinkedIn  4,755 pageviews on that article  1,634 website visits  1,083 downloads on new content  460 downloads on old content (linked to by new)  851 new email subscribers  930 pageviews on an older article (linked to by new)  51 group post “likes”  36 new connection requests  27 group post comments Download this slide deck at http://bit.ly/MAXLINK
  • 9. SEO & Social Media Blog Articles Downloads Email Mktg Webinars LEADS Download this slide deck at http://bit.ly/MAXLINK
  • 10. Download this slide deck at http://bit.ly/MAXLINK
  • 11.  Who EXACTLY are you going after?  What EXACTLY makes you different?  What EXACTLY do you want to get from this? BE SPECIFIC. Download this slide deck at http://bit.ly/MAXLINK
  • 12.  Define demographics  Age  Gender  Occupation/position  Family situation (marriage, number of children, caring for an elder adult, etc.)  Income/revenue level  Geographical region  Education level or number of years in business Download this slide deck at http://bit.ly/MAXLINK
  • 13.  Define psychographics  What are their needs?  What are their buying habits?  What are their lifestyle patterns (hobbies/interests, beliefs, values,     behavior patterns/habits)? What publications do they read (online & offline)? Where do they go for their education/research? What do they love to do (hobbies/activities)? What do your clients care about when it comes to your services? Download this slide deck at http://bit.ly/MAXLINK
  • 14.  Define situational characteristics  What are the common situations that they are in?  Define pain points  What are the most painful problems or issues that your market is trying to deal with? Why?  What keeps them up at night?  What are they scared/afraid of?  What negative things will happen if they DON’T use your products/services? Download this slide deck at http://bit.ly/MAXLINK
  • 15.  Why are you better than your competition?  Mission, Vision, Values  Education? Experience? Customer Service?  Define benefits of them using your services  What good things will happen for them or their business?  What positive emotional or egotistical effects would they experience? Download this slide deck at http://bit.ly/MAXLINK
  • 16. ? ? ? ? ? LEADS Download this slide deck at http://bit.ly/MAXLINK
  • 17.  Increase my total number of connections by a minimum of X per X (week, month, etc.)  Increase LinkedIn-driven website & blog traffic by a minimum of X% per X (week, month, etc.)  Post activity should be a minimum of X posts per (week, month, etc.) v
  • 18. Download this slide deck at http://bit.ly/MAXLINK
  • 19. Download this slide deck at http://bit.ly/MAXLINK
  • 20.  PROFESSIONAL headshot  GREAT headline (TIP: For SEO purposes, put your name first, i.e. “Pam Aungst is a…”)  CUSTOM link (URL)  COMPLETELY filled out  SMART keywords  Multimedia Download this slide deck at http://bit.ly/MAXLINK
  • 21. Download this slide deck at http://bit.ly/MAXLINK
  • 22. Download this slide deck at http://bit.ly/MAXLINK
  • 23. Download this slide deck at http://bit.ly/MAXLINK
  • 24. Download this slide deck at http://bit.ly/MAXLINK
  • 25. Download this slide deck at http://bit.ly/MAXLINK
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  • 27. Download this slide deck at http://bit.ly/MAXLINK
  • 28. Download this slide deck at http://bit.ly/MAXLINK
  • 29. Download this slide deck at http://bit.ly/MAXLINK
  • 30.  Interests -> Companies -> Add a Company  Fill out 100%   Add Products/Services Link to your profile as place of employment Download this slide deck at http://bit.ly/MAXLINK
  • 31.  The company logo (in square format) should be 100px x 60px.  A branded cover photo should be on the page. Cover photos are 646 pixels wide and 220 pixels tall Download this slide deck at http://bit.ly/MAXLINK
  • 32. Download this slide deck at http://bit.ly/MAXLINK
  • 33.  Link Quora to LinkedIn to demonstrate expertise Download this slide deck at http://bit.ly/MAXLINK
  • 34. Download this slide deck at http://bit.ly/MAXLINK
  • 35. Download this slide deck at http://bit.ly/MAXLINK
  • 36. Download this slide deck at http://bit.ly/MAXLINK
  • 37. Download this slide deck at http://bit.ly/MAXLINK
  • 38. Download this slide deck at http://bit.ly/MAXLINK
  • 39. Download this slide deck at http://bit.ly/MAXLINK
  • 40.  Choose your words carefully  Be authentic  Recommendations you GIVE are shown on YOUR profile. If you wouldn’t recommend that person “IRL”, don’t do it online. Download this slide deck at http://bit.ly/MAXLINK
  • 41. Download this slide deck at http://bit.ly/MAXLINK
  • 42.  “I received your request for a LinkedIn recommendation. I’m happy to vouch for your expertise, but since we didn’t actually work together and I wouldn’t be able to answer any specific questions about my experience with you if they arise, I think it might be best if I contributed to your profile with an endorsement instead of a detailed recommendation.” Download this slide deck at http://bit.ly/MAXLINK
  • 43.  To ask for a clarification/correction on a recommendation you receive. It’s a reflection of you! Download this slide deck at http://bit.ly/MAXLINK
  • 44. Download this slide deck at http://bit.ly/MAXLINK
  • 45. Download this slide deck at http://bit.ly/MAXLINK
  • 46. v
  • 47.  DON’T be too restrictive Would you go to a networking event and REFUSE to speak to people that you haven’t already met? Download this slide deck at http://bit.ly/MAXLINK
  • 48. Download this slide deck at http://bit.ly/MAXLINK
  • 49. 1. Import your email contacts 2. Use the “People You May Know” feature Download this slide deck at http://bit.ly/MAXLINK
  • 50.  Basic (free) account search results include:  Full profiles w/names for 1st &2nd degree connections + full profiles when searching by name  Profile summaries for 3rd degree, out-of-network profiles, and fellow group members  Max 100 profiles  Basic filters to refine results  Premium account search results include:      Full profiles of 1st and 2nd degree connections Full names for members in your network, and those you share groups with. Profile summaries for out-of-network profiles Extensive search results (varies between account types) Premium filters to refine your results Download this slide deck at http://bit.ly/MAXLINK
  • 51. •Keywords •First Name •Last Name •Title •Company •School •Location •Country •Postal Code •Relationship •Current Company •Industry •Past Company •School •Profile Language •Groups •Years of Experience •Function •Seniority Level •Interested In •Company Size •Fortune •When Joined RED = Premium Only Download this slide deck at http://bit.ly/MAXLINK
  • 52.      Quoted searches - For an exact phrase, enclose the phrase in quotation marks (e.g. "product manager"). NOT searches - To exclude a particular term, type that term with an uppercase NOT immediately before it (e.g. programmer NOT manager). OR searches - To see results that include 1 or more terms in a list, separate the terms with an uppercase OR (e.g. sales OR marketing). AND searches - To get results that must include 2 or more terms in a list, you can use the upper-case word AND as a separator (e.g. manager AND director). Parenthetical searches - To do a complex search, you can combine terms using parentheses. For example, to find people who have "VP" in their profiles, or have both director AND division in their profiles, type: VP OR (director AND division) Download this slide deck at http://bit.ly/MAXLINK
  • 53.     People who comment on your posts People who post interesting things People who converse a lot People in the group directory Download this slide deck at http://bit.ly/MAXLINK
  • 54. (Upgrade to see all) Download this slide deck at http://bit.ly/MAXLINK
  • 55. When clicking “Connect” from the following places, you CAN’T customize a connection request greeting.   Search results People You May Know You CAN customize a connection request greeting when clicking “Connect” from:    The person’s profile Group membership list When “hovering” over a member’s picture in a group Download this slide deck at http://bit.ly/MAXLINK
  • 56. Download this slide deck at http://bit.ly/MAXLINK
  • 57. Download this slide deck at http://bit.ly/MAXLINK
  • 58.   Customize Intro Mention:  Common ground  Where/how you met  Why you’d like to connect Download this slide deck at http://bit.ly/MAXLINK
  • 59. Need to say more than you can fit in the connection request intro box? Send an InMail (Premium feature) explaining why you want to connect. InMails only get deducted from your balance if accepted. Download this slide deck at http://bit.ly/MAXLINK
  • 60.  Be wary of profiles that: Anatomy of a Spammy Profile:  Are from *certain* foreign countries  Are named “Prince SoAnd-So”  Lack a profile picture  Have spammy headlines Download this slide deck at http://bit.ly/MAXLINK
  • 61.  Want to be a little more conservative? Try this: Download this slide deck at http://bit.ly/MAXLINK
  • 62.  Consider replying to ALL connections with a message  Or be selective and reply to potential good offline connections  Good to reply to all customized connection requests Download this slide deck at http://bit.ly/MAXLINK
  • 63.  Easier to reply before accepting than after  Just remember to go back and accept Download this slide deck at http://bit.ly/MAXLINK
  • 64. Download this slide deck at http://bit.ly/MAXLINK
  • 65.  If you WOULD do it offline, DO do it online! Download this slide deck at http://bit.ly/MAXLINK
  • 66.  CardMunch (iPhone) or CamCard (Android) Scan business cards & connect instantly  Rapportive Plugin (Gmail) or Xobni (Outlook) Email plugin that displays social profiles of contacts  Nimble (Social CRM system) Customer Relationship Management software that integrates social communications  Zoho & Salesforce Add-ons (Traditional CRM Systems with LinkedIn “plugins”) Download this slide deck at http://bit.ly/MAXLINK
  • 67. OBEY CAN-SPAM LAWS – Send an opt-in campaign Download this slide deck at http://bit.ly/MAXLINK
  • 68.    Use sparingly Be as genuine as possible Up to 50 people at a time Download this slide deck at http://bit.ly/MAXLINK
  • 69. Download this slide deck at http://bit.ly/MAXLINK
  • 70. Download this slide deck at http://bit.ly/MAXLINK
  • 71. Download this slide deck at http://bit.ly/MAXLINK
  • 72. Download this slide deck at http://bit.ly/MAXLINK
  • 73.  Research the people you’ll be meeting with  Find common ground for conversation (but don’t be creepy about it) Download this slide deck at http://bit.ly/MAXLINK
  • 74. Download this slide deck at http://bit.ly/MAXLINK
  • 75. Download this slide deck at http://bit.ly/MAXLINK
  • 76.  Do NOT join groups YOU are interested in  Join groups your TARGET PROSPECTS are in Download this slide deck at http://bit.ly/MAXLINK
  • 77.  “Either/or” type questions  “Hot button” issues, i.e.: Download this slide deck at http://bit.ly/MAXLINK
  • 78. Download this slide deck at http://bit.ly/MAXLINK
  • 79.  Interesting articles, your own articles  Check the group rules first Download this slide deck at http://bit.ly/MAXLINK
  • 80.  Do NOT post anything in a group without asking yourself: “Will they find this information GENUINELY USEFUL whether they do business with me or not?” Download this slide deck at http://bit.ly/MAXLINK
  • 81. Download this slide deck at http://bit.ly/MAXLINK
  • 82.  On Mondays, I post a question about X  On Wednesdays, I post an article about Y  On Fridays, I share one of my recent blogs Download this slide deck at http://bit.ly/MAXLINK
  • 83.  LinkedIn Bookmarklet lets you post a link to several groups at once http://www.linkedin.com/static?key=browser_bookmarklet Download this slide deck at http://bit.ly/MAXLINK
  • 84. Download this slide deck at http://bit.ly/MAXLINK
  • 85.  Hootsuite Pro lets you post a link to several groups at once AND utilize scheduling  Watch that posts don’t get cut off (group max char is less than status update) Download this slide deck at http://bit.ly/MAXLINK
  • 86.  If someone came up to you “IRL” and said “Great job on that article!” – Would you just stare at them and not reply? Download this slide deck at http://bit.ly/MAXLINK
  • 87. Download this slide deck at http://bit.ly/MAXLINK
  • 88. Download this slide deck at http://bit.ly/MAXLINK
  • 89. Download this slide deck at http://bit.ly/MAXLINK
  • 90. Download this slide deck at http://bit.ly/MAXLINK
  • 91.  Website (External)    (min bid $2.00 per click or $2.00 CPM) Sponsored Update  (min bid $2.00 per click or $2.00 CPM) Company Page    (min bid $2.50/click or $10.50 CPM) Video Ad  (min bid $4.00/view) Individual Profile  (min bid $2.00 per click or $2.00 CPM) Download this slide deck at http://bit.ly/MAXLINK
  • 92.  WEBSITE ADS:   COMPANY PAGE ADS:  Drive website traffic from an extremely targeted audience VIDEO ADS: Company pages do not see a lot of engagement on LinkedIn, so may have a limited return. PROFILE ADS: SPONSORED UPDATES:      Brand awareness Best suited for job seekers, but can have applications for business networking as well.  Promoting company page posts in the newsfeeds of both followers and nonfollowers whose meet targeting. Use for specific events/promotions. Download this slide deck at http://bit.ly/MAXLINK
  • 93. Download this slide deck at http://bit.ly/MAXLINK
  • 94. Will LinkedIn ads work for you? Try it and find out. Run small tests & measure results. Download this slide deck at http://bit.ly/MAXLINK
  • 95. Download this slide deck at http://bit.ly/MAXLINK
  • 96. Download this slide deck at http://bit.ly/MAXLINK
  • 97.  Connections made  Stream interactions  Connection requests sent  Group posts  Introductions Requested  Group comments  Recommendations Given  Company Page Posts  Messages Sent  Ads  Status Updates  Website Traffic  Your Goals (KPIs) Download this slide deck at http://bit.ly/MAXLINK
  • 98.  2 out of every 10 messages sent results in a meeting  1 out of every 5 meetings leads to a proposal  20% close ratio Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops) Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)  Behavior Goal = Send 150 messages per month Download this slide deck at http://bit.ly/MAXLINK
  • 99. Download this slide deck at http://bit.ly/MAXLINK
  • 100. Download this slide deck at http://bit.ly/MAXLINK
  • 101.  Strategy    Don’t be too restrictive Import, Explore, Search, Browse Group Members  Customize Connect Request, Request Intro, or send InMail  Use CRM Tools  Define Target Market  Define Brand Differentiators  Define Why Doing This - Set Goals  Profile Optimization       Professional photo Tagline – 3rd Party - Differentiate Multimedia, Keywords, Custom link Fill out company profile Both ONE HUNDRED PERCENT  GIVE TO GET! Groups     Recommend/Endorse  Connect/Prospect Ads   Ask questions Post GENUINELY USEFUL info Strategy, Routine & Tools Experiment/Measure Measure   Track EVERYTHING Find Trends & Set Behavior Goals Download this slide deck at http://bit.ly/MAXLINK
  • 102. Download this slide deck at http://bit.ly/MAXLINK
  • 103. Download this slide deck at http://bit.ly/MAXLINK
  • 104. Ask about my classes! Maximizing LinkedIn Download this slide deck at: http://bit.ly/MAXLINK