This document discusses how small businesses can leverage LinkedIn for sales. It notes that LinkedIn has over 332 million engaged members and can be used for lead generation, visibility, and as a publishing platform. A case study shows that a marketing program on LinkedIn resulted in a 63% increase in website traffic. The document provides tips on how to look like a professional on LinkedIn such as completing your profile, starting a company page, growing your connections, and using it for research and publishing articles and updates about your expertise to engage your audience.

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Leveraging LinkedIn
to Drive Small
Business Sales
Tricia Akins
Walker-Stanley Communications
January 8, 2015
© 2015 Walker-Stanley Communications LLC
Agenda
 Why LinkedIn?
 Does it work?
 How look like a pro
 Settings
 Profile must haves
 How small business can leverage LinkedIn
© 2015 Walker-Stanley Communications LLC
Why LinkedIn?
 Demographics
 Engaged
 Free
 Publishing platform
 Lead generation
 Visibility
 Traffic driver
 332 million members
64% say
LinkedIn
helped them
develop
relationships
and grow
new business.
© 2015 Walker-Stanley Communications LLC
Case Study
May June July Aug Sept Oct Nov Dec
All Visits 239 339 354 291 390 257 233 219
Referral 27 33 25 28 83 40 24 12
Direct 141 211 233 184 185 130 128 143
Search 70 95 96 79 122 87 81 64
Marketing program = 63% increase
Website Traffic
© 2015 Walker-Stanley Communications LLC
Top Referring Sites
 linkedin.com
 superiorchamber.com
 frontrangeb2b.com
 louisvillechamber.com
© 2015 Walker-Stanley Communications LLC
How to Look Like a Pro

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© 2015 Walker-Stanley Communications LLC
Profile Basics
Handout
© 2015 Walker-Stanley Communications LLC
How Successful Salespeople Use LinkedIn
1. Complete their PERSONAL profile.
2. Create a COMPANY page.
3. Grow their CONNECTIONS.
4. Leverage their COWORKERS / EMPLOYEES as brand
ambassadors.
5. Start and/or join groups.
6. Use it for RESEARCH!
a) Find their CLIENTS.
b) Research their COMPETITION.
c) Find out who else they should know at their
CLIENTS office.
© 2015 Walker-Stanley Communications LLC
How Successful Salespeople Use LinkedIn
7. Publish
a. Post updates to strengthen VISIBILITY, showcase
EXPERTISE.
b. Share 3RD PARTY ARTICLES, BLOGS, and studies that
address their targets market’s PAIN POINTS.
c. Target updates to their audience.
8. Engage fellow members.
a. LIKE, SHARE and comment on their updates.
9. ENDORSE and RECOMMEND connections.
10. Review metrics to see what RESONATES with their
audience.
© 2015 Walker-Stanley Communications LLC
Integrated marketing support to optimize your online presence.
Tricia Akins
www.linkedin.com/in/triciaakins
www.walkerstanley.com