1. LinkedIn for Business
by
Jonny Ross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
2. What we will cover …
• Social media as powerful search engines
• Keywords – be found
• Strategic LinkedIn – sales targeting
• … all to help you win new business
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5. Work with a partner
What are you key
business goals?
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6. Keywords
What have you searched for on Google?
• Best Thai restaurant in Leeds
• Intellectual property lawyer, UK
• Ebook cover designer
All this could be new
business for you
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
7. Search Engine Optimisation
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular
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16. Work with a partner
Who are your target
audiences?
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
17. Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
18. Optimising your profile
• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past
companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
19. Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.
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36. What are your
keywords?
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37. What LinkedIn describes as your ‘Network’
Your Connections
}
Connections of your Connections Connections of the Connections of your Connections
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
38. In this room, who has ...
• A Solicitor in London?
• Contacts at PwC?
• Retailer in Australia?
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
39. Winning business from LinkedIn
• Joined groups
• Got involved
• Networked
• 30% of my
business now
comes from this
group
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
44. To be found – 100% complete;
Summary
– Your industry and location
– An up-to-date current position/job
(with a description)
– Two past positions
– Your education
– Your skills (min 3)
– Photo
– At least 50 connections
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
45. How to increase your network
• Same group
• Common interests
• Common connections
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53. Work with a partner
What do you want to
achieve from
LinkedIn?
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54. Recommendations/Endorsements
• Accessed via a direct link on your profile and links
under each of your previous roles or activities.
• Useful because they engender trust.
• Excellent for improving SEO
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
56. Recommendations/Endorsements
• People will request recommendations from you. The
test here is would you give them a reference offline
for a job? Or for a tender?
• Only request a recommendation if you think you
deserve one.
• If someone does recommend you, you can
reciprocate, but wait until the next day, otherwise
you might appear in the same update stream and this
can look contrived. Think about the time of day you
accept one too!!
• Don’t be afraid to turn down a request for
recommendation, but do it kindly and with positive
attitude.
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
65. Groups
• How to find the right group
• Email Settings
• Promotions
• Search
• Members
• How to get the most out of them
– Listen
– Add Value
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66. Company Pages
• Great for SEO
• Great to get onto peoples homepages
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67. Work with a partner
Quick update on what
you want to achieve
from LinkedIn
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68. To win business …
• 100% complete LinkedIn profile
• Keywords to be found in searches
• Build relationships
• Use LinkedIn to support targeted sales
• Be yourself as you would offline
• Be useful pass on information, help people
• Become a trusted contributor in groups
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
69. And I can help you…
• Research your keywords
• Create and help write a blogs
• Train teams or individuals on
LinkedIn/Twitter/Facebook/Google Plus
• Use LinkedIn for sales targeting
…. And of course, SEO/websites!
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
70. Work with a partner
Social Media Goals
• Connect with 2 target audience a day for
next week
• Listen in 3 new groups
• Start a discussion in a group
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
71. Question Time
Do you want to challenge me? Is this a load
of nonsense?
It’s time to ask questions!
Also for Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com
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Editor's Notes
This is strategic business focus social media
Keywords are the basis for good SEO and search – and in social media. What will people search you for?
Have you done keyword search? Or test out – you can run searches
Good example of what people might search recipes for – same principle applies to any business
This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month,
In fact in a lot of examples I show only 10 or 20 searches per month
This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts”
Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
VJ talk about this
Just showed this as a question mark to consider!
Check out what you are saying on LinkedIN stacks up. He has done all thek eywords – grow connections to 500+ - but only has 66 himself. Is this credible?!