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LinkedIn this is the onboarding you should have

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With more than 500 million members, LinkedIn the most powerful B2B social media platform worldwide! It's onboarding though can realise tremendous improvement as it is almost non-existent at the moment.

In this thorough guide you will find:
1) Where is LinkedIn missing out on its onboarding.
2) LinkedIn: Suggested onboarding practices
- Part One: In-app messages & product tour
- Part Two: Funnel Creation & email marketing strategy.

Enjoy :)

Published in: Marketing

LinkedIn this is the onboarding you should have

  1. 1. This is the onboarding you should have!!!! My dearest
  2. 2. Linkedin in numbers LinkedIn now has over 500 million members. 40% of monthly active users use LinkedIn daily. 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions is the most-used social media platform amongst Fortune 500 companies. LinkedIn SlideShare now has 70 million monthly active users + 18 million pieces of content uploaded. There are 9 billion content impressions in the LinkedIn feed every week. LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs. 92% of B2B marketers include LinkedIn in their digital marketing mix. 59% of B2B marketers say LinkedIn generates leads for their business. ….and yet it has ZERO onboarding!!!!! 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  3. 3. Table of contents 1) Creating your LinkedIn account. 2) Where is LinkedIn missing out on its onboarding. 3) LinkedIn: Suggested onboarding practices - Part One: In-app messages & product tour - Part Two: Funnel Creation & email marketing strategy. ***Bonus : Suggested Onboarding for your SaaS + Tools Stack*** 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  4. 4. Creating your account!
  5. 5. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou 1st step: Filling in your preferences: 1) Job title 2) Company 3) Interests 4) Email Fine so far….But, what about a field asking about the industry I belong to? So, that any connections’ recommendations by LinkedIn could be segmented?
  6. 6. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Ermmm…yoga instructor? Structural engineer? Interest and qualification claimed: Freelancer Marketing Consultant ➡️No suggestions for a marketing professional anywhere though Ideal suggestions: - Recruiters on marketing niche Industries - Fellows marketers
  7. 7. Editing the profile picture: - Ability to resize my pic - No advise of how I should optimize my profile picture (background, position, colors, head shot or not etc.) - No suggested dimensions too… - No filters (while on the mobile app it has many 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou LinkedIn profile photo edit on desktop LinkedIn profile photo edit on mobile
  8. 8. When creating a new account, it is obligatory to download the app too! a) Why should I give my mobile number to create an account *??? What if I don’t want to??? What about privacy concerns??? b) Intrusive way to familiarize your audience with your mobile app c) Where are the app’s highlights to even convince me to download it? 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou *Phone number requirement
  9. 9. When creating a new account I am advised to insert contacts from my Gmail: - What about the rest of my email accounts (from my Hotmail for example, I mean LinkedIn belongs to Microsoft now?!?!?!) ? - What if I don’t own a Gmail account? - What about other social mediums too? E.g. Facebook let’s say? 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  10. 10. LinkedIn's onboarding practices: 1) Fill in work details 2) Add your connections 3) Follow sources related to your industry 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou LinkedIn’s onboarding email
  11. 11. Where is missing out on its onboarding!
  12. 12. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Ohhhh…what should I do with all that? How do those features boost my profile??? (Besides the “Add profile in another language” feature which is pretty much self explanatory) Why did LinkedIn leave them out during my onboarding session??
  13. 13. The “Add profile section”capabilities Source: https://www.linkedin.com/help/linkedin/answer/86236?lang=undefined 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou …and LinkedIn’s limitations on it Good luck if you are a freelancer wanting to create awareness about your projects!?!?! Thank you for that LinkedIn!!!!
  14. 14. The “Edit Public Profile & URL” feature’s hidden gem LinkedIn budge (for your site, profile & blog) and could actually promote both you and LinkedIn’s platform is hidden… 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou At the bottom of it…. LinkedIn's sample profile badge
  15. 15. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou When clicking on “Work”….a whole new world unravels What this world contains: - LinkedIn’s Learning - LinkedIn’s recruitment platform - Groups - LinkedIn’s advertising platform - Groups - Profinder (a way for companies and freelancers to connect….but God knows in which countries. - Slideshare (another awesome way to share your content) - How to create a business page *And yet none of those abilities are mentioned on the onboarding. ** For some reason the features are Mentioned twice on the right side bar. (Both on the icons section and the Section below it) Why LinkedIn? Why?
  16. 16. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou LinkedIn Profinder capabilities: 1) Matching companies with freelancers 2) Educating freelancers 3) Highlighting best freelance professionals 4) Expert advice from LinkedIn’s professionals  Yet…no mention of the feature anywhere, in the platform whatsoever  No success stories.  Limited availability  No promotion from LinkedIn when it comes to Profinder’s social media or blog (you can find it here btw) for users to educate themselves.  No mention or CTA anywhere to browse the numerous Profinder services (aka professions it Promotes) LinkedIn & Profinder
  17. 17. LinkedIn & Slideshare 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou What about the rest social mediums? (E.g. Twitter) Profile pic appears stretched
  18. 18. LinkedIn & Slideshare 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou And while LinkedIn and Slideshare can be connected to showcase your content on our profile…something constantly goes terribly wrong
  19. 19. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou The profile’s UI is a bit old fashioned and in the user’s mind there is no correlation with LinkedIn’s personal profile. No highlighting of Slideshare’s learning opportunities regarding presentations & PowerPoint
  20. 20. LinkedIn Job posting 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou In case you are a job poster you are in luck as LinkedIn has many fields, showcasing your job opening’s demands. How it could become better? By adding “Job Description Templates” section on the “Jobs” menu By suggesting industries or ideal job functions to the user per job posting title, to optimize his chances of finding a relevant candidate By prefilling the job description field and allowing the user to edit it. By adding a product tour when it comes to the jobs section highlighting the platform’s : - Functions - Analytics - Segmentation features
  21. 21. Suggested onboarding practices
  22. 22. Onboarding part one: In-app messages & product tour
  23. 23. 1. Signing up forms to create an account 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou LinkedIn: Get started filling form Name: Last name: Email: Password: LinkedIn: Let’s make sure you are recognizable form Job title: Current Employer: Freelancer: (Yes/No answers only) Industry: LinkedIn: What are you most interested in form (multiple choice) Finding a job Keep in touch with my contacts Building my professional network Educating myself with the industry’s latest trends Advertising Hiring Form A Form CForm B More flexibility in the sign up process  Better segmentation for the onboarding email strategy  Better connections suggestions
  24. 24. 2. Profile picture  Suggestions & tips for better profile pic  Examples of ideal profile pictures  Unified capabilities with the mobile app 3. Download the app message (non- obligatory) 4. Import Contacts Suggestions:  Gmail  Yahoo  Hotmail  Facebook  Twitter 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  25. 25. 5. Profile Section Breakdown  Separate section for full-time employment  Separate section for freelanced employment  Separate section for volunteer work *Each section should be highlighted differently in order for the user to understand the difference on the first 5 seconds. 6. Add Profile feature: Highlighting what it offers either with a notification box or with an in-app message 7.Edit public profile & URL feature: Highlighting what it offers either with a notification box or with an in-app message 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  26. 26. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou 8. Due to the numerous features here is better a product tour to begin when the user visits its LinkedIn timeline for the 1st time. 9. Same procedures could be Followed for the rest of the features (Learning, Post a job, Advertise, Groups, Profinder, Slideshare & Create a company page)  Bonus tip: A function enabling the user to repeat the onboarding process would be wise, as it would eliminate the user’s visit to the help section and thus his frustration.
  27. 27. Onboarding part two: Funnel Creation & email marketing strategy
  28. 28. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Account creation User’s Industry * Freelancer Private Employment Job search Keep in touch with contacts Build professional network Education Advertising Hiring Job search Keep in touch with contacts Build professional network Education Advertising Hiring + • For the shake of the example we assume that per industry a separate segment is created which will trigger an email flow when the user registers. User’s Job Title The onboarding funnel
  29. 29. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Job search Keep in touch with contacts Build professional network Education Advertising Hiring Profinder 1.Contacts’ Highlights 2.Status updates tips 3.Introduce LinkedIn publishing Take advantage of contact suggestions & Groups Private Employment LinkedIn Learning LinkedIn Advertising Talent Solutions Profinder Blog Profinder Social Media Channels 1. Contacts’ Articles 2. Status updates 3. Shared links that got engagement Highlighting the power of content creation via LinkedIn platform (tutorials, HOW-TOs etc.) 1.Learning Solutions 2.Leaning Products 3. Learning Courses 4. Resources 1.Advertising products 2.Advertising Features 3. Get Started with company pages 4. Resources 5. Customer Stories 1. Talent Solutions products 2. Talent Solutions services 3. Talent Solutions Case Studies 4. Talent Solutions Resources The onboarding funnel
  30. 30. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Hiring Talent Solutions 1. Talent Solutions Products 2. Talent Solutions Services 3. Talent Solutions Case Studies 4. Talent Solutions Resources Welcome email Talent Solutions Resources Talent Solutions Case Studies Talent Solutions Services Talent Solutions Products 1st email: Introduction to Products (Different segments creation depending on which product the user clicks) 2nd email : Product overview – E.g. Job slots (Depending on the segment the user is) 1st email: Intro to Talent Solutions Services (Different segments creation depending on which solution the user clicks) 1st email: Introduction to Case Studies (Different segments creation depending on which case study category the user clicks) 1st email: Introduction to Resources (Different segments creation depending on which product the user clicks) 2nd email: Solutions overview E.g. SMBs (Depending on the segment the user is) 2nd email: Case studies overview E.g. Enterprise Companies (Depending on the segment the user is) 2nd email: Resources overview. E.g. Talent Blog (Depending on the segment the user is) 3rd email: Weekly Digest E.g. Talent Blog (Depending on the segment the user is) 4th email Feature’s Showcase: Recruiter 5th email Feature’s Showcase: Job Posts 6th email Feature’s Showcase: Career Pages 3rd email: Product’s Showcase: Benefit 4th email: Product’s Datasheet 3rd email: Invite the user to submit & publish his own case study The onboarding funnel
  31. 31. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Hi Despina, Welcome to Job Slots by LinkedIn. Discover today the candidates of tomorrow, by exploring all the reasons why Job Slots can help your recruitment efforts. Higher Visibility Recruit with ease Leave no stone unturned Post View Track Yours, The LinkedIn Team Job Slots sample Welcome Email
  32. 32. Bonus Suggested onboarding for your SaaS + Tools Stack
  33. 33. Sample automated onboarding email sequence Your onboarding’s email funnel goal is to deliver all your product’s value step by step to every single user. A basic structure for your SaaS could be: 👉 One welcome email 👉 Two to three “HOW- TO’s” that will include how to use the product better 👉 Two follow up emails— in case the user has not been converted to a paid yet or its trial is coming to an end 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou
  34. 34. 👉 Outreach (cold emails, cold calling) 👉 Inbound Marketing activities : By taking advantage of Quora, Reddit and LinkedIn 👉 Contact form: For the user to request a live demo 👉 1st call: Product showcase 👉 Follow up material: Emphasis on your product’s benefits- e.g. a sales demo 👉 2nd call: In case the user was convinced to try out your service + free trial initiation 👉 3rd call or email: to see how the experience with the product had been so far 👉 Guide the user through payment procedures. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou Sample manual onboarding email sequence
  35. 35. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou The Tools Stack : In app messaging
  36. 36. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou The Tools Stack : Email marketing & Cold outreach
  37. 37. 4/19/2018 LinkedIn Onboarding Study - Despina Exadaktylou The Tools Stack : CRM Automation Tools
  38. 38. Thank you

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