Presented by JoAnne Funch, Marketing Dish
MARKETERS GUIDE TO LEVERAGING
LINKEDIN
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

www.MarketingDish.com
www.LinkedinForBusiness.net
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

The currency of real networking is not greed
but generosity. - Keith Ferrazzi
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Highlights for today…
 Tips on creating profiles that stand out
 Latest updates and opportunities to leverage your
brand
 Company showcase pages
 Lead generation tips
 Pay to play
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Linkedin Facts:
Did you know?
• 300 million LinkedIn users currently
• LinkedIn anticipates 50% of traffic will be via mobile
by end 2014
• 1.2 million products/services are showcased on LI
company pages
• 2.1 million LI groups
• According to an article in Forbes, LinkedIn Will
Become a Major Player for B2B Business Growth in
2014
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Why use Linkedin?
Campaign goals
- position a new product or service
- increase awareness about you or product
- find referral partners
- find organizations to speak
- build a network of colleagues
- find niche you want to target
Is your goal specific? WHY? The more focused you are on
creating your goals, the more likely you’ll be to achieve them.
Know that sales goals will be different than
client services goals
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

CREATE & OPTIMIZE
YOUR PROFILE
Why is a powerful profile important?
 Generally ranks in the top Google searches for your name
 Brings you credibility and the company!
 Shows you as an expert in your field
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Is your profile boring?
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

KNOW YOUR KEY WORDS
TO ATTRACT YOUR IDEAL
CLIENTS
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Leverage Your Skills & Expertise
Include keywords in 6 main areas
of your profile
• Professional Headline
• Title Fields
• Specialties
• Interests
• Recommendations
• Summary
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Have a compelling headline
Compelling & key words Compelling & stats
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Think out of the box!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Customize Summary Section
Write in 1st person
What you do and who you help
Add Specialties (TIP: use key words)
Add call to action
Add a link to video, slide share or document
presentations that support your skills
Don’t make people
jump through hoops
to figure out what you
do!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Stand Out with multi-media
Add images from your
website to your media
section to show the areas
you serve or tell more
about who you are
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

SUMMARY
speak to your ideal clients
This also helps
in the vetting
process
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Skills & expertise section
List up to 50 – these are what people endorse
you on (if you don’t fill them in, LI will suggest)
LI auto populates skills they are tracking
Search this section for more key words
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Endorsements-social proof
• Endorsements are
NOT
recommendations
• Endorsing your
skills
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

LATEST LINKEDIN
UPDATES
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Card Munch is Out
Evernote is In…
 Evernote can now automatically build a content-rich
note around every business card you scan.
 Current Evernote users can connect their accounts
with LinkedIn to get a complimentary year of
business card scanning, normally a Premium
feature, starting today.
 Currently the scan APP only available for iPhone or
iPad
 You can move your contacts from Card Munch to
Evernote via LinkedIn
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Publisher Platform
Now YOU can be an influencer
 Develop & strengthen your
professional identity
 The more posts you publish, the
more credibility you will build
 Repurpose content from your
blog
 There are no limits on word
count, but the posts that are
best received are more than
three paragraphs in length
 Add a call to action
 Add images
 Promote on other social sites
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

TIP: Add an authors bio in footer
Ninja tricks:
 Hyperlink your name to your G+ account for SEO
 Hyperlink back to your website
 Tell people who you are and who you help
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

The number of views on your long-form
posts is dependent on the quality and
relevance of your content!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

DON’T HAVE
PUBLISHER OPTION?
http://specialedition.linkedin.com/publishing/
Rolling out to more people all the time!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

COMPANY PAGES
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Why have a company page?
Target your exposure to people who follow
your company with your updates which
shows up on your followers home pages
Update those people with news about your
company
Increase leads & website traffic
Promote industry articles (builds credibility)
Post career positions within your company
Mix posts with offers and calls to action
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Company Pages are very SEO-friendly
Google shows previews of up to 156 characters of
your page text, so be sure your description leads with
powerful, keyword-rich sentences.
People can search for companies by keyword on
LinkedIn, so include words and phrases that describe
your business, expertise, and industry focus
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Recent changes
 Effective April 14th - No longer have the products & services tab
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

How to attract followers:
https://developer.linkedin.com/plugins
 Drive people to you page
 Add Follow button to your website
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

 Engage your colleagues - encourage them to add a
link to your Company Page in their email signatures
 Announce your Company Page to customers and
partners (via newsletters, blogs, social media
 Join the discussion in LinkedIn Groups – add to the
discussions, when appropriate provide people a link to
your company page
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

MN Company voted as one of the best
company pages of 2013
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Shameless plug for company page
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

SHOWCASE PAGES
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Showcase Pages are extensions of your Company Page,
designed for spotlighting a brand, business unit, or initiative.
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Showcase Pages are aimed at building relationships
with LinkedIn members.
Here’s how to get started:
1. Identify business areas that need a Showcase Page.
2. Click the "Edit" menu on your Company Page. Select
"Create a Showcase Page."
3. Now you're ready to start sharing your content.
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

HOW TO GENERATE
LEADS
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

The success of lead
generation is how we
build and maintain
relationships!
STOP
being a name
collector!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Create a strategic list of possible connections
List people you know, as well as types of people who
might be influential to your business
What types of person makes a good contact?
What type of person makes a good client?
What type of person makes a good vendor?
What type of person makes a good referral partner?
You may want to define these as a company
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

How to find strategic connections
• Use the advanced people search
Search by titles, companies, key words, names
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Advanced search options
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

2nd degree connections are hidden gems!
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Study your connections
From the contacts profile identify:
 Their title, is this person a decision maker
Do you share a group
Do you have mutual connections
Do you share other interests
Note what you can discuss to open the invitation &
ultimate conversation
Add a prospect to your spread sheet of contacts you want
to stay top of mind & be intentional with follow-up
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Inviting People To Your Network
• Never use the default invitation
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Sample script
• New connection
Dear Laura,
I am looking to increase my network by building relationships with
manufacturing companies such as yours.
If you are interested, I would enjoy having you as a new connection
and someone with whom I can associate with in the future.
Sincerely
JoAnne Funch
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Organize your connections
Use the contact feature (CRM tool) to write notes,
reminders & tag contacts
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Create a campaign
• Once you accept people to your
network create a “social selling” campaign
Social selling is essentially a way for you to
prospect for your ideal clients,
connect with them
and then build a relationship with them
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Get a conversation going
• The social selling process focuses building rapport with
your prospects.
• Your “Thank You” message should always include their
first name and only aim to open up a dialogue.
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

PAY TO PLAY
Why you might consider an advertising spend on
Sponsored updates
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Tips for buying ads
1. Have` at least 2 targeting
criteria, this will help your
ad reach the right audience
2. Avoid going too narrow –
rule of thumb is an
audience over 100,000
3. Ensure you reach your
target audience by
targeting “Job function” and
“Seniority”
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

TIP: Sponsored updates are getting better
results than standard ads
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

Measure your results
How will you know what is working?
1. Increase the number of connections
2. You are getting more referrals
3. You have more quality vendors
4. You can attribute new business to
the direct connections you
have made
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com

JoAnne Funch, Marketing Dish & LinkedIn For Business
“Marketing is like a recipe you cook, it doesn’t work without the right ingredients”
Email: joanne@MarketingDish.com or joanne@linkedinforbusiness.net
WHAT IS THE 1 ACTION YOU WILL
TAKE TODAY TO IMPROVE YOUR
RESULTS ON LINKEDIN?
LinkedIn For Business | JoAnne Funch | www.linkedinforbusiness.net | www.marketingdish.com
HOW CAN YOU WORK WITH ME?
 Professional Profile Update
 Individual & Corporate Training
 Company page development
 Strategy Session For Lead Generation
 Workshop Trainer