HOW-TO:
MAKE LINKEDIN WORK
FOR YOUR BUSINESS
Attracting Highly-Qualified Leads From the
“World's Largest Professional Netw...
OUR JOURNEY
●
●
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●
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●
●

Why & Who
Personal profile
Business page
Groups
Connections
Sharing
Recommendations
We’ll jump ...
WHY & WHO
Getting Started
LINKEDIN: NOT FACEBOOK
● Think business networking
● Connect professionally
● “Business tool” over “social network”
LINKEDIN: B2B BUSINESS IN A BOX
●
●
●
●
●
●
●

Market Research
Product Research (profiles, Answers)
Customer Interviews (p...
ITS WORTH THE INVESTMENT
● 84.0% of power users say they’ve generated
“several” or “lots” of opportunities
● Research prod...
LINKEDIN: B2C GOLDMINE
●
●
●
●
●

Find suppliers / manufacturers
Find sponsors / advertisers
Find partners / joint venture...
PROFESSIONAL PROFILE
Your Personal Presence
BE SEARCH FRIENDLY
●
●
●
●
●
●
●
●
●

What would your prospect search for?
Model existing profile (keyword search)
Be comp...
PAID ACCOUNTS
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●

More InMails
More Introductions
OpenLink
More intelligent search
Convey “I’m serious”

www.linked...
COMPANY PAGE
Your Business Presence
BE SEARCH FRIENDLY
●
●
●
●
●
●
●
●
●

What would your prospect search for?
Model existing profile (keyword search)
List 3 ...
JOIN & CREATE GROUPS
Target Your Niche
A COMMON WORLDVIEW
"The goal is not to do business with everybody
who needs what you have. The goal is to do
business with...
HIGHLY-TARGETED PROSPECTING
● A specific cause, niche topic, worldview
● A forum to provide thought leadership
content and...
BE SEARCH FRIENDLY
● What would your prospect search for?
● Search for groups using target keywords
● Create group content...
“LINKEDIN INFLUENCER” PROGRAM
● Recently opened to all users (blog.linkedin.
com/2014/02/19/the-definitive-professional-pu...
NETWORK & CONNECT
Get Referrals & Introductions
START WHERE YOU STAND
● Add people you already know
● Search existing contact lists (gmail, etc.)
PERSONALIZE INVITE MESSAGES
● Something from their profile that you find
interesting or relevant
● Names of mutual acquain...
EXPANDING HORIZONS
●
●
●
●
●

www.1linkedin.co.uk (boost number only)
Open Networkers (LION)
InMail (quality of the messag...
SHARE INSIGHTS
Be a Thought Leader
CONTEXT IS KING
●
●
●
●
●
●

Post discussions to your Groups
Post responses to LinkedIn Answers
Post updates to your Profi...
BE THE "GO-TO" PERSON
● Must be visible, valuable and timely with
your participation
● Be “referable”: consistently share ...
BE CONSISTENT
ENDORSEMENTS
Social Proof
BUILD YOUR SOCIAL PROOF
●
●
●
●

Recommendations go with positions
Endorsements go with skills
Give to get
Use "ask to be ...
STAY ENGAGED
Consistency is Critical
STAY THE COURSE
●
●
●
●
●
●
●

Make a plan, keep it
Activities (content) calendar
1 hour per day?
Explore features, get Li...
INVOLVEMENT IS JOB #1
●
●
●
●
●

Like others’ shares
Comment on others’ posts in the group
Share your (helpful) content
Sh...
GET LEADS
Be "Referable"
A 7-STEP PLAN
● Its not about the bells/whistles, its about
people - developing relationships
● Stay focused on what matte...
THE NEXT LEVEL
Making it a Little More Useful
LINKEDIN LABS
●
●
●
●

Swarm
Resume
InMaps
Timeline

engineering.linkedin.com/linkedinlabs
ADDITIONAL RESOURCES
● rocklinkedin.com (forbes.
com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social-

)
● you...
RECAP
● Tons of resources available
● LinkedIn is a channel for developing
professional relationships
● “Selling is all ab...
Questions?
Feedback?
linkedin.com/in/chrismohritz
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HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

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Studies have shown that LinkedIn generates more qualified B2B leads than any other social network. But where do you start? And what is the best use of your time on LinkedIn? Join us for a helpful introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation and brand-building.

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HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

  1. 1. HOW-TO: MAKE LINKEDIN WORK FOR YOUR BUSINESS Attracting Highly-Qualified Leads From the “World's Largest Professional Network” +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. OUR JOURNEY ● ● ● ● ● ● ● Why & Who Personal profile Business page Groups Connections Sharing Recommendations We’ll jump right in Feel free to ask about my background after session
  3. 3. WHY & WHO Getting Started
  4. 4. LINKEDIN: NOT FACEBOOK ● Think business networking ● Connect professionally ● “Business tool” over “social network”
  5. 5. LINKEDIN: B2B BUSINESS IN A BOX ● ● ● ● ● ● ● Market Research Product Research (profiles, Answers) Customer Interviews (polls) Marketing Channel (ads, inbound) Authority Building (share - strategically) Community Building (groups) Global Reach
  6. 6. ITS WORTH THE INVESTMENT ● 84.0% of power users say they’ve generated “several” or “lots” of opportunities ● Research product/service ideas (look for their key challenges on prospect profiles) ● Attract leads to you (build authority) ● Long-term (no instant miracles) www.jillkonrath.com/linkedin-sales-code (optin)
  7. 7. LINKEDIN: B2C GOLDMINE ● ● ● ● ● Find suppliers / manufacturers Find sponsors / advertisers Find partners / joint ventures Vet consultants Recruit top talent
  8. 8. PROFESSIONAL PROFILE Your Personal Presence
  9. 9. BE SEARCH FRIENDLY ● ● ● ● ● ● ● ● ● What would your prospect search for? Model existing profile (keyword search) Be complete (follow prompts to 100%) Include samples of your work (rich media) List 3 keywords you want to be found for Sprinkle keywords throughout profile (SEO) Claim your vanity url Compelling anchor text for website links Reorder components ("above the fold") www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
  10. 10. PAID ACCOUNTS ● ● ● ● ● More InMails More Introductions OpenLink More intelligent search Convey “I’m serious” www.linkedin.com/mnyfe/subscriptionv2
  11. 11. COMPANY PAGE Your Business Presence
  12. 12. BE SEARCH FRIENDLY ● ● ● ● ● ● ● ● ● What would your prospect search for? Model existing profile (keyword search) List 3 keywords company will be found for Sprinkle keywords through profile (SEO) List job openings Use a compelling banner image Insert a “no bounce” video Capture & display client testimonials Display blog posts & other social updates socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile socialmediaexaminer.com/optimize-new-linkedin-company-page offers.hubspot.com/introduction-to-linkedin-for-business
  13. 13. JOIN & CREATE GROUPS Target Your Niche
  14. 14. A COMMON WORLDVIEW "The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe." ~Simon Sinek www.youtube.com/watch?v=qp0HIF3SfI4
  15. 15. HIGHLY-TARGETED PROSPECTING ● A specific cause, niche topic, worldview ● A forum to provide thought leadership content and build a professional tribe ● Limits (help.linkedin.com/app/answers/detail/a_id/190) ● Send messages directly to group members ● Way to start conversations with prospects ● Check prospects for group membership ● Engage through relevant discussions ● Email & poll within your groups
  16. 16. BE SEARCH FRIENDLY ● What would your prospect search for? ● Search for groups using target keywords ● Create group content using keywords
  17. 17. “LINKEDIN INFLUENCER” PROGRAM ● Recently opened to all users (blog.linkedin. com/2014/02/19/the-definitive-professional-publishing-platform ) ● Create a blog on LinkedIn ● Keep it ultra-high quality ● Keep it focused on professional topics
  18. 18. NETWORK & CONNECT Get Referrals & Introductions
  19. 19. START WHERE YOU STAND ● Add people you already know ● Search existing contact lists (gmail, etc.)
  20. 20. PERSONALIZE INVITE MESSAGES ● Something from their profile that you find interesting or relevant ● Names of mutual acquaintances ● Common interests ● Other companies you’ve worked with (credibility)
  21. 21. EXPANDING HORIZONS ● ● ● ● ● www.1linkedin.co.uk (boost number only) Open Networkers (LION) InMail (quality of the message is key) Network introductions OpenLink (help.linkedin.com/app/answers/detail/a_id/139)
  22. 22. SHARE INSIGHTS Be a Thought Leader
  23. 23. CONTEXT IS KING ● ● ● ● ● ● Post discussions to your Groups Post responses to LinkedIn Answers Post updates to your Profile Find existing content related to keywords What's Hot (www.linkedin.com/today) Use content aggregators to find ideas (scottcowley.com/blog/algorithm-based-content-aggregator-websites)
  24. 24. BE THE "GO-TO" PERSON ● Must be visible, valuable and timely with your participation ● Be “referable”: consistently share good information, offer insights and contribute to the conversation ● Give existing content a different spin, your unique perspective ● Be in the relationship business, not the content business
  25. 25. BE CONSISTENT
  26. 26. ENDORSEMENTS Social Proof
  27. 27. BUILD YOUR SOCIAL PROOF ● ● ● ● Recommendations go with positions Endorsements go with skills Give to get Use "ask to be recommended" www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)
  28. 28. STAY ENGAGED Consistency is Critical
  29. 29. STAY THE COURSE ● ● ● ● ● ● ● Make a plan, keep it Activities (content) calendar 1 hour per day? Explore features, get LinkedIn savvy Get group discussion digest emails Use “save search” Backup your contacts (www.linkedin. com/contacts/manage_sources) blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
  30. 30. INVOLVEMENT IS JOB #1 ● ● ● ● ● Like others’ shares Comment on others’ posts in the group Share your (helpful) content Share other (helpful) blog content Cross-promote with other networks (ie. bring your pinterest traffic into LinkedIn)
  31. 31. GET LEADS Be "Referable"
  32. 32. A 7-STEP PLAN ● Its not about the bells/whistles, its about people - developing relationships ● Stay focused on what matters to your prospects (resolve their challenges) ● Propose a short initial conversation ● Suggest online meetings blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
  33. 33. THE NEXT LEVEL Making it a Little More Useful
  34. 34. LINKEDIN LABS ● ● ● ● Swarm Resume InMaps Timeline engineering.linkedin.com/linkedinlabs
  35. 35. ADDITIONAL RESOURCES ● rocklinkedin.com (forbes. com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social- ) ● youtube.com/results?search_query=linkedin media-power-influencers-2013/2/
  36. 36. RECAP ● Tons of resources available ● LinkedIn is a channel for developing professional relationships ● “Selling is all about relationships, building trust and establishing rapport.” ● “It all starts with your profile; it has to be created with your buyer in mind.”
  37. 37. Questions? Feedback? linkedin.com/in/chrismohritz

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