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Ultimate LinkedIn Guide - 24 international experts' best practices


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24 international LinkedIn experts coming from 8 countries across 3 regions share their best LinkedIn recommendations. In this guide, learn how to:
- construct your profile, choose the right picture and banner, write the best headline, etc.
- build an efficient and engaging network
- post quality content people will engage with
- use the right hashtags to increase visibility
- make use of LinkedIn groups
- engage with your audience through direct messaging to social sell
- build your personal brand
- understand the LinkedIn algorithm and Social Selling Index (SSI) to get better results
- find a job, a candidate, a prospect or a partner on LinkedIn

Published in: Social Media

Ultimate LinkedIn Guide - 24 international experts' best practices

  1. 1. THE ULTIMATE GUIDE 24 international LinkedIn Experts share their best practices
  2. 2. Introduction Thank you for downloading this LinkedIn guide. As a digital marketing expert, I spend countless hours every week on this fantastic Social Platform that is LinkedIn. The more I use it, the more I connect with others, the more I read from experts, the more I discover strategies and tricks to improve my results on this network. Whether you want to find a job, build your network, sell through social or simply build your personal branding, LinkedIn is the most powerful tool around… if you use it right, that is. To construct this guide I have surrounded myself with multiple international experts who share their best practices and insights. Read it through, and don’t forget to share it around! Julien Rio Digital Marketing Expert
  3. 3. A panel of LinkedIn experts from all over the world
  4. 4. Index Best practices for your profile Building your network Being active Writing content Using Hashtags Using groups Engaging through Direct Messaging Building your personal brand Social Selling Index The Experts
  5. 5. Tweet this! Social Selling is all about also leveraging Social Networks to better sell, or, more accurately, to give others the desire to buy from us. By extensively and routinely sharing our experience with those we want to serve, by interacting online and helping them progress in the field where we have something to sell them, we: ● raise their confidence and develop our influence, ● get more referrals, even from people who hardly know us, ● discover more opportunities and enter into meaningful conversations Why would any of us want to leave aside those benefits by not adopting Social Selling? Loic Simon Founder of the #SocialSellingForum Why is Social Selling important? There were 4.39 billion internet users, worldwide, in January 2019. There are one million people joining the internet world every day. In May 2019, LinkedIn had 630 million members, making it the largest professional network in the world (far ahead of Xing and Viadeo). What’s more? 260 million people are active each month, and 40% of them use LinkedIn daily. People are more digital today than ever before, and the trends accelerates. Today, if you want to connect to people who matter most to you (recruiters, prospects, peers, industry leaders), you cannot be a laggard who’s not on LinkedIn. But having an account is not enough. You must learn how to master social selling to engage with those people efficiently.
  6. 6. Best practices for your LinkedIn profile
  7. 7. Tweet this! Your photo comes in 3 different sizes, so make sure your headshot almost fills the circle (75% face, 25% background). A light background will make it easier to see your face. Go with a professional headshot, because of the message it sends to everyone who sees it - that you mean business. Before you get your picture taken, find clothes and choose a background that will match your banner image. If your banner has light blue, ask the photographer to match it. This is what LinkedIn influencers like Arianna Huffington & Guy Kawasaki do. If you really like your current photo, would someone who hasn't met you recognize you from your LinkedIn profile? If yes, keep it. If no, get a new photo. Andy Foote Insightful LinkedIn Coach Choosing your profile photo You wouldn’t go to a shop with an empty store window. The same thing is true with your profile picture: it is the first thing people see on LinkedIn and first impressions matter. Your profile photo is not only visible from your profile page, it follows you everywhere on LinkedIn and appears next to your name each time you post, like or comment something. You can’t have an empty photo, a logo, a drawing or something you wouldn’t put on your resume. Select carefully your photo so you look professional and make people want to visit your profile. What is the best version of you? What picture tells who you are and what you stand for?
  8. 8. Tweet this! Making over your page to include a banner that converts connections into leads and clients is great. 1. Ask a question about the #1 pain you solve forces the viewer’s mind to answer the question giving you a valuable second or three longer of their attention. 2. Make sure your question is mobile optimized so everyone can clearly read the font. Also make sure your profile picture doesn’t block the copy. 3. Look at your testimonials for a hack of what they think is the most important benefit of working with you. Make it clear and easy to understand how you help your ideal client and more will come. Elisa B. Bennett EB Bennett Media Founder Choosing your profile banner After seeing your profile picture, the next thing visitors see is your banner - a great opportunity to brand yourself! Your LinkedIn banner sits on the top of your profile page and takes almost the full width, on both mobile and desktop. What should they see there? Definitely not a standard picture of the city you live in: put something there that tells who you are and what you do, something unique that defines you as a professional. The adage says “A picture is worth a thousand words” - what should yours tell about you to people visiting your page?
  9. 9. Tweet this! If you don’t hook the reader with a persuasive “about” section, chances are they won’t read the rest. The first two lines are what the reader sees before clicking onward – make them count! Hook them with a few sentences that spell out why you’ve been hired in the past. Take the next few paragraphs to elaborate on what they can expect when they hire you, and a bit about your philosophy or leadership style that makes you unique! The use of “I” is acceptable and welcome! Lastly, because people love one-stop-shopping, be sure to include contact info. Virginia Franco Executive Career Storyteller Writing your “about” section The about section on LinkedIn is a unique opportunity to tell the world who you are, what you do, and why they should care. This section isn’t meant for you to explain your current job or copy/paste your company official description. It is your chance to differentiate yourself and explain what makes you unique. Talk about your career, your vision, your talent, what inspires you, what makes you different, etc. Build this section the way you would build an elevator pitch: what should I know about you if I had only 30 seconds to hear it?
  10. 10. Tweet this! The title or headline of your LinkedIn profile sits under your name. The default setting will set your title to be exactly the same as your current role. Most of the clients we see make the mistake of leaving it this way. You might ask, “Why is this so important to change?” Here are 3 reasons to reinvent your LinkedIn headline: POSITIONING: Without the correct headline, you risk being pigeonholed into the wrong category. GETTING TRAFFIC: Your photo, headline and name are the determining factors of whether somebody is going to click through to your profile. SEARCH ENGINE OPTIMISATION: Your title contributes to your search engine optimisation, so include keywords where possible. Kylie Chown LinkedIn Coach and Trainer (USA & Aus) Selecting the right headline Your LinkedIn headline is crucial. Not only does it tell people exactly who you are with just a glimpse and appears everywhere (when you comment, when you like, when you post, on your profile, etc.), but it is also a major element LinkedIn uses to bring up results during a search. This means that your headline should tell who you are while using the right keywords so you could appear in the results when people type them. Are you a Keynote speaker? An author? An artist? It should be there! Don’t simply copy/paste your current job title. The headline isn’t about your job, it is about you as a professional.
  11. 11. Tweet this! Your LinkedIn Profile is NOT your online resume. It is your first impression towards your potential clients and leads. Make sure that it states clearly what your added value is for them. Are you aware that your most current "Job Title" is shown in Google when people search for your name? Instead of listing your responsibilities and tasks, try to describe your most important results and your added value to trigger them in wanting to know you and your services. Describe briefly what client challenges you provide solutions for, what are you Unique Buying Points and how can people reach out to you. Finally, add relevant "Media" preferably video or trustworthy articles and blogs. Richard van der Blom LinkedIn & Social Selling Expert Listing your work Experience Your LinkedIn profile could very well replace your traditional resume, and it often does. Like in a resume, recruiters (and prospects) don’t like to read many pages or scroll for hours. Focus only on the jobs that had a real impact on your career and take the time to explain what you were doing for each of these companies. Don’t use this space to list your responsibilities, but, once again, try to differentiate yourself: talk about your achievements and success. Give more details to jobs that are most relevant so your reader doesn’t waste time reading less-important content.
  12. 12. Tweet this! The most effective way to get recommendations is to start giving them first. Put the ""Law of Reciprocity"" in action. Here's a proven process I have followed to get 30+ LinkedIn Recommendations: 1 - Create a list of people you have worked in the past who has had a positive impact. 2 - Write a Recommendation for that individual. Be genuine and be specific 3 - Send them a note for all they have done for you, and then mention your recommendation. 4 - Wait for 4-5 days, and then reach out, and ask if they would be willing to write you one. 5 - Repeat the process for the next person on your list. Nissar Ahamed Founder/CEO Highlighting recommendations & skills Traditionally, we used to state at the end of our resumes “references available on request”. Recruiters didn’t like these much, because it lacked visibility and legitimacy. With LinkedIn, things are different: you can showcase recommendations left by real people. Prospects and recruiters can read the reviews and have a look at a person’s profile or even engage with him, making it way more powerful. Similarly to recommendations, LinkedIn allows you to highlight your personal skills and get your network to vouch for them. It is always better when 100 people say you’re “good at marketing” than when you claim it yourself! But don’t be greedy: select your top 3 skills that matter most to reach your objectives and build these up.
  13. 13. Tweet this! Often there isn’t space to include a comprehensive list of awards, presentations, or course work on other career tools, like a resume. The Accomplishments section is the perfect place to outline a detailed list of achievements, both personally and professionally. It also allows you to share professional development activities that can help you further promote skills and expertise. Give readers a reason to read your profile to the very end by taking full advantage and populating this section fully. Aim to keep your ideal audience (profile reader) in mind and include details that are well-aligned, and supportive of, your work, personal value, and/or job target. Adrienne Tom Executive Resume & LinkedIn Profile Writer Filling your “accomplishments” section LinkedIn allows you to highlight your own accomplishments. Depending on your profile, it could be publications, patents, courses, projects, awards, languages, etc. Define what it is you have accomplished and are proud of. Try to focus on what matters most: since people won’t read everything, you need to consider what would have the greatest impact based on your actual goals. For personal branding, your top 3 publications could be great. If you are a scientist, maybe list your patents. If you are a fresh grad, you should list your courses and projects. When listing your accomplishments, keep your audience and goals in mind.
  14. 14. Tweet this! Every day we’re seeing more video in our newsfeeds and it’s easy to see why it has become so popular. Adding video to your LinkedIn Profile at the bottom of your About (Summary) and Experience sections will help your profile stand out to the reader or viewer and make a stronger impression. Videos such as: ● An introduction about your business to your target market, ● Testimonials from happy customers, ● Case Studies, ● ‘How to’ style tips to help your target audience, When you’re considering what types of videos to add to your profile, remember to think along the lines of W,I,I,F,T. or ‘What’s In It For Them!’ Derick Mildred Director of Results Formula Showcasing your work On your profile, both in the “about” section and within each work experience, you can highlight some of your achievements in the form of a media: a presentation, a video, a publication, etc. It gives both recruiters and prospects a better sample of what you are capable of. Add a few for each past job (when relevant) and select the most relevant ones for your “about” section. It gives your visitors the ability in just a few seconds to see what it most unique about you. For an author it could be your last book, your last keynote if you are a speaker, your last interview if you’re an entrepreneur, your last project if you’re a student, your portfolio if you’re a designer, etc.
  15. 15. Building your network
  16. 16. Tweet this! A prerequisite to constructing a good network is defining its perimeter: geographical area and prospect persona for example. Concerning inbound requests, keep in mind you may benefit from weak links: an artist may have a brother in your prospect list. Accept these to diversify your network. By default, accept any request. If you must filter, do we with objective criteria: poorly filled or fake profile, low seniority, supplier, outside your focus, etc. Don’t forget the two limits: 30K contacts maximum and 5K outbound requests maximum. Finally, once your network is getting large, avoid connecting to people with multiple common contacts. Patrick Barrabé Consultant, Keynote Speaker Finding the right people Your network is the heart of your LinkedIn strategy. Your success depends on your ability to build an relevant network, consistent with your objectives. The old days of adding only people you met in the real life are long gone: LinkedIn is made to meet with new people that can help your business or your career. Define carefully what an efficient network should look like for you and start engaging with the right people. Don’t be shy when others want to connect with you: if they correspond to your network profile, accept them. Keep in mind that each new connection comes with its own network and opens new perspectives for your own development.
  17. 17. Tweet this! When it comes to best practice for inviting someone on LinkedIn we’re often told how crucial it is to send personalised connection requests. This is because between 80-92% of C-level executives and business owners will ignore a connection request without a personalised message. But how personalised is personalised? It is universally agreed that everyone’s favourite topic is themselves, therefore mentioning something interesting you gained from reading their profile and or their content will acknowledge the ‘what’s in it for me?’ question by showing you have a genuine interest in them and that you’re not trying to sell straight away. Jillian Bullock LinkedIn Ninja Down Under Sending an invite with a message As mentioned earlier, LinkedIn is no longer a place to record only people you’ve met in real life and you are encouraged to add new people to build your network. That being said, wouldn’t you feel awkward if random people in the street asked you “do you want to be in my network?” without any announcement of any sort? To build your network efficiently, increase the rate of people who accept your invite and immediately create a relationship with the people you invite, add a (short) personal note explaining briefly who you are, why you’re adding this person and what he/she can expect from you.
  18. 18. Being active on LinkedIn
  19. 19. Tweet this! I recommend posting something at least once a week – although 3X per week is preferable. While liking someone’s article is OK, adding a comment of your own is great, posting your own short posts is better and a combination of all 3 is best. TRUE STORY: By engaging just 15 minutes per day for 8 weeks on the posts of others, I grew my followers by 1200 and regularly received between 5-10 new connection requests! Virginia Franco Executive Career Storyteller Commenting, liking, sharing Having an account, logging in and being active are very different things. If you only “read” what’s happening on LinkedIn, even if you do it daily, you won’t be considered active. You should react to what others say, leave them a comment or share their posts, but you should do it in a smart way. Everything you like or share will be visible to your network. It means that you get additional visibility, but it also means that you must consider carefully what is the type of content you want people to identify you with. Simply being active on LinkedIn will quickly grow your visibility, number of profile visits and potential opportunities - don’t miss out!
  20. 20. Tweet this! There's only one main rule when you write a comment under someone's post: be relevant! Whether you're congratulating someone's accomplishments, react to another point of view, debate, or help someone in need for advice, keep in mind that you can stay true to yourself. A great way of staying true to yourself is to acknowledge that you can disagree with someone, but still talk and argue with this person. Don't be afraid to say what you think, stay polite and respectful but don't change your opinion. What is a “good comment”? A “good comment” adds value. Saying “ok”, “thank you”, “great post!” doesn’t add any value. LinkedIn gives visibility to people who make the platform better by encouraging discussions and debates. As a start, any comment with less than 5 words can be discarded. Try to engage with the audience by either asking relevant questions or sharing your opinion and experience to fuel the discussion. When you get a response, don’t reply with a “closed response” that ends the discussion. Instead, ask another question, dive deeper, push further to encourage the other party to continue the discussion and keep building both the post visibility and your own. Clément Hellard Founder / CEO
  21. 21. Writing content on LinkedIn
  22. 22. Tweet this! Good LinkedIn post content sparks discussion and engagement, as that's the best route to high visibility in the feed. Asking questions and expressing opinions are the easiest ways to prompt responses. I recommend inspecting your email inbox and sent items folders for topics you've addressed in a private, 1-to-1 setting. Adapting that information means you can answer questions in public and at scale. Over time, that demonstrates your knowledge and builds trust with those interested in your products or services. If in doubt, make your content sit on a CHAIR: Challenging, Helpful, Amusing, Interesting and Relevant. And go easy on the sales posts! John Espirian LinkedIn Nerd What should I post about? Your objective is to get additional visibility and build credibility. To achieve that, you need to post about things you know, things you’ve experienced, things you master. Define what you’d like people to know about you, what they should recognize you for - this is precisely what you should be talking about. Build a simple list of topics you could cover and start writing about those. For your audience to care and share, your content must be valuable (they should either learn something or it should make them think and react). Don’t be promotional and put some of “you” inside your content: if it gets personal, it appears more genuine and gets better results.
  23. 23. Tweet this! When you are considering WHAT to post - keep your IDEAL audience in mind. Why do they care about what you are posting? Are you looking to engage? Educate? Inform? I recommend posting a variety of content types in your post. One day, it might be an inspirational quote related to your industry. The next day, it may be a video with a tip about your area of expertise (think: free sample!), and then, you may feature a network connection or an organization. Vary up your content and watch your post analytics. Getting engagement? (likes, comments, shares) Do MORE of that activity. No response from your network? Do LESS of those posts. Brenda Meller Chief Engagement Officer What should my post contain? LinkedIn allows users to post multiple types of content: text only, links, images, external or native videos, and even documents. There are some analysis showing what works best (native video works better than text only, documents overperform native videos, articles perform poorly, etc.) and you may want to find the best type of format to cater both your need of visibility and your need to efficiently display your message. In any case, try to write sufficiently to spark something and give your readers sufficient content for them to engage - a link with no context never performs.
  24. 24. Tweet this! Multiple behavioral analysis of posts show that it is important to leave a gap of at least three hours between two publications to avoid being penalized by the algorithm. The other important aspect is regularity: you must create an appointment with your followers. The right frequency would be one post a day, but you may skip weekends. According to observed results, the optimal days to publish content on LinkedIn are Tuesday, Wednesday and Thursday. The time also matters: consider posting early morning, just before lunch or early in the evening. Patrick Barrabé Consultant, Keynote Speaker How often should I post something? The frequency you set depends on your goal. For optimal results, you should be active every day. That being said, studies show that posting too frequently may not be a good strategy, since only the first post of your day would receive the expected visibility, subsequent posts having a reduced reach. You must also consider the quality of your posts: don’t you sacrifice quality over quantity. If you only have quality content for 3 days a week, then the right frequency for you is 3 days a week. Spend more time optimizing your post, fine tuning the media you attach to it, engaging with others and responding to comments. One great post with a lot of engagement is worth more than 5 invisible posts.
  25. 25. Tweet this! Five Top Tips for better articles 1) Research your headline & topics using Google Search / Google Trends / / Twitter. What questions are people asking that you can answer? 2) Invest in a strong, professional title image to draw in readers. A great free resource to help you is canva. 3) Manage expectations with estimated reading time and a summary of the article right at the start 4) Use regular text 'breakers' so readers can 'skim' and get to the part of your article most relevant to them 5) Include a call to action at the end to encourage followers or new connections David Petherick Doctor LinkedIn Best practices for LinkedIn articles A recent report from OkDork highlights some key elements to a successful LinkedIn article: ● Your title should be 35 to 45 characters long ● Use “How to” and “list-style” headlines ● Add 8 images for an optimal result ● Divide your article into 5 sections / chapters ● The longer the better: 1,900 to 2,000 words articles get the highest number of views ● Publish your articles on Thursday (this is true for standard posts as well) While all these tips will help you improve your visibility, the first question to ask yourself is: what is the sweet spot between what I can write about and what my audience cares about?
  26. 26. Using hashtags on LinkedIn
  27. 27. Tweet this! Pete Davies dropped a bombshell recently while discussing the LinkedIn algorithm, he advised users to add no more than 3 hashtags on posts. Who is Pete? He works for LinkedIn. When someone senior at LinkedIn says use no more than 3 hashtags - that's exactly what I'm going to do. The next question about hashtags is do you use your own or somebody else's? I personally have a 1:2 ratio, first is always my own, for a branding hook and the other 2 are relevant to the post. Increase your reach by using popular hashtags. Find here a list of the top 100 LinkedIn hashtags by followers. Selecting the right hashtags Hashtags greatly help giving additional visibility to your content. Like Twitter, Instagram or Facebook, LinkedIn works with Hashtags to create series of content around the same topic. A recent report from Richard van der Blom highlights the golden number: 3 hashtags seem to have the best effect. Beyond 5, the strategy backfires - LinkedIn doesn’t like spammer and adding too many hashtags would penalize your post. Selecting the right hashtags isn’t difficult: it is all about finding keywords that best describe your content while choosing those that have the highest number of followers. Andy Foote Insightful LinkedIn Coach
  28. 28. Tweet this! Creating an hashtag is one of the coolest thing Social Media gave us nowadays. Why? Simply because you can and have to be very creative and use it to expand your branding across platforms. First, think about your strategy : what are your goals? Will you use it often or is it a one shot? For example, if you're launching an event, you can use a simple hashtag such as #NameOfTheEvent2019. Then couple it with your branding: how can you write something that is understandable, sexy, and meaningful? Finally make sure nobody's already using this hashtag for his own purpose. #YouDidIt Creating your own hashtags Hashtags are great to surf an existing trend, but why not creating your own trend? This approach requires grit and hard work but truly separates you from the pack. You can create a hashtag that is unique, clear and consistent with the type of content you share. At first, no-one will follow it. But over time, as you share more valuable content with this hashtag, people would start following it and you would always appear in the top results: worth a try, isn’t it? If you take this approach, stick to one hashtag only and surround it with a couple of more popular hashtags to give additional visibility to your posts. Clément Hellard Founder / CEO
  29. 29. Using LinkedIn groups
  30. 30. Tweet this! You can improve your LinkedIn experience even further, if you find great groups that would add value to the time you spend on the platform. When selecting groups to join, consider how relevant they are to your niche or industry. Look for groups where the people you want to connect with hang out. Once you join the group, you will be able to send the group members free InMail messages, even if you are not yet connected with each other. Groups can be a helpful learning resource, or your go-to community, which is why it helps to look at the members list in advance. Choosing the right groups LinkedIn limits the number of groups you can join - 100 at the time of this report. And since most groups require an approval that isn’t immediate, 100 represents the total of groups you’ve joined + the total of groups you’ve applied to that are still pending approval. This number may seem like a lot, but you quickly reach the limit. You will need to “try” multiple groups to find the right ones for your business. Some of the criteria to take into consideration when selecting a group are: the topic (title + description), the number of members (that represents your potential reach), the number of members already in your network (they will help you get engagement), and the activity: many groups have little to no engagement! Ana Lokotkova Career Advisor, LinkedIn Branding Champion
  31. 31. Tweet this! There is a constant stream of content competing for attention. How do you get the most eyes looking at yours? First, having a consistent posting strategy is pertinent to building followers. LinkedIn targets a very specific population; a mix of business professionals, CEOs, corporate leaders, job seekers, and avid networkers, so the peak period is definitely around the work week. Activity ramps up on Tuesday, gains momentum on hump-day Wednesday, and slows down when Friday hits. Tuesday and Wednesday from 10-12 are considered to be posting sweet spots but it really depends on when your particular target audience has the most time to consume and engage with your content. Shelly Elsliger President, Linked-Express The right approach & frequency Quality often gives better results than quantity. Since posting to a group takes time, focus only on groups where a specific piece of content may have an impact. Write your post specifically for the group: avoid promotional material, that gets poor results, and prefer value-added content that would benefit the community. Keep in mind the reason why people joined the group in the first place: they want to learn from each other and be aware of new trends, they don’t want to the target of advertising. Write your post to generate a conversation: ask a question, tag specific people whose opinion would enrich the conversation and make it engaging.
  32. 32. Engaging through Direct Messaging
  33. 33. Tweet this! When sending direct messages, it is important to keep the other person’s needs and concerns as your primary focus. How can you be of service to them? What is in it for them? Craft messages to match the tone and character of the person you are reaching out to. Check out the CrystalKnows website. It is a tool that determines a person’s personality based on LinkedIn. This will help you determine if a fun story or a detailed list will appeal more. Put yourself in the shoes of the person you are reaching out to and you are sure to communicate effectively. Jess Tiffany CEO Good practices for Messaging Messaging, whether on LinkedIn or elsewhere, is a very powerful tool. Unlike synchronous channels (face to face, phone), it allows you to have a continuous discussion with someone while respecting everyone’s schedule. The downside of messaging is that it lacks emotions traditionally conveyed by your voice and facial expression. All the more reason to be precise and careful in your approach: understand your audience, understand their needs but also their way of communicating. Should you be very direct? Should you use humor? Should you be detailed or short in your approach? Understanding the person you are reaching out to is essential to have a fruitful conversation.
  34. 34. Tweet this! Selling in 2020 is a completely different exercise from what it used to be. Customers have changed. So have competitors. Facing a large number of offers, customers tend to believe all things are equal. And if things are equal, why not take the cheapest option? The difference has to show on a personal level. A sincere and authentic contact, value-rich conversations, and TRUE advice are major differentiators in a sales cycle - before the product and its specificities. And what better than social media to make it happen?! Norbert Bilbault B2B Sales Empowerment How to Social Sell? Knocking on a door to present your products is not Social Selling. Your network uses LinkedIn to share information with their peers, not to receive hard-sales messages. If the first thing you do is reach out to people telling them how fantastic your product is, your conversion rate will remain close to zero. Social Selling takes time because it requires building trust between people. You don’t build trust with a single message. You build trust by bringing value to the table, showing your expertise, solving problems, having exclusive insights. Once this mutual trust exists, you can start talking about how your product can help solve some of the issues discussed earlier.
  35. 35. Tweet this! The art of convincing requires mastery of the rules of argument. Many sellers mistakenly think that an argument is limited to stating a problem and its solution. But that is no longer enough. When the doctor tells you about a cough and offers you a miracle cure, wouldn't you be reassured to know its origin? This is called diagnosis, and it is one of the rules to remember when making arguments. Because you are not delivering value by repeating to your customer the problem he already knows. Bring him a solution based on a relevant diagnosis, that's what will make the difference! Matthieu Wildhaber Rhetoric and public speaking coach The art of convincing Building your network and reaching out to people is one thing, but convincing them is another. You need to find the right balance between what you need and what value you can bring, be informative without being salesy, help the person without hard-selling your product. To achieve that, you first need to understand who the person on the other side of the conversation really is and what he/she needs. Like for every good sales conversation, it must start with efficient listening - ask the right questions to understand the pain points. Only the can you use your expertise to offer something unique, adapted and customized. The power of a one-to-one conversation is that it can be around your contact - don’t make it generic.
  36. 36. Building your personal brand
  37. 37. Tweet this! It's been said that first impressions are now formed online. When someone "Googles" your name, the Google algorithm often displays your LinkedIn profile among the top of the search results because social sites are viewed as having "high authority" by the search engine. The digital age gives you the opportunity to literally be anyone that you want to be. When thoughtfully curate your header, summary statement and content you have the ability to position yourself not only as someone others would want to work with or do business with--but also as a thought leader in the field. Sarah Johnston Founder, Briefcase Coach Why is it important? With over 630 million users, LinkedIn is a place for professionals to meet and engage. But standing out can be a challenge. Your personal branding serves two purposes: giving a strong first impression and making sure people not only remember you but identify you with a specific trait you have defined. You can try this simple exercise: go through your LinkedIn network and identify profiles that strike you as experts or influencers. What makes them stand out? What makes you recognize them? What is their specialty? If you can easily identify these elements, it means they have a strong personal branding and their profile is worth studying further for inspiration.
  38. 38. Tweet this! Getting active on LinkedIn is not enough to attract attention, earn respect, and generate results. A powerful LinkedIn presence begins before you optimize your profile, make meaningful connections, or create compelling content. It starts with a vision–a well-defined purpose or objective. Second, it requires that you focus on you genius zone, made of overlapping areas of expertise that make you truly unique. Third, your firm foundation requires you to identify an ideal audience that sees what you offer as a must-have, and will make your vision reality to get it. Josh Steimle The 7 Systems of Influence Building the right foundations Take the time to build the right foundations. Everything you will do on LinkedIn must be aligned with the image you wish to create. Once you have identified your strengths and USP, define what you wish people would remember you for. You must also define the audience that you wish to target: who are the people that represent your ideal network? What do they care about and what do they need? The personal brand you are building should take these three elements: who you are, how you want to be perceived, and who are the people you want to display it to.
  39. 39. Tweet this! Life is too short to wear a suit when you'd rather be wearing a mohawk, tattoos, ripped jeans, doc martens and a rock t-shirt! The essence of authenticity on LinkedIn and in life is being true to yourself. Don't try and be someone you're not in order to get on because you'll hate it and eventually you will be found out. Be yourself. Chris J. Reed The Only CEO with a Mohawk! Finding your own style In the early days of LinkedIn, being active on the platform was unique enough to stand out and differentiate yourself. This is no longer the case. Many people are active, have an opinion, share things, build content. Standing out is no longer about “being active”, this is just a prerequisite. You must find your own style, what makes you different. It could be your way of talking, your profile picture, the type of content you share, the format you use, or a combination of all that! What matters is that you create a unique character that people would recognize and identify as you. Don’t worry about getting it right immediately: it will take some time for you to build your character and finetune it.
  40. 40. Social Selling Index
  41. 41. Tweet this! If you are active on LinkedIn, you want to have a way to track your progress and see what you could improve in your online activity. The Social Selling Index (SSI) is a free tool that offers exactly that. It gives you an overall score out of 100, and shows how you rank relative to your industry and your LinkedIn network specifically. It tracks your progress in the four key aspects of your online presence: • establishing your professional brand, • finding the right people, • engaging with insights, and • building relationships. Ana Lokotkova Career Advisor, LinkedIn Branding Champion Why does it matter? Your LinkedIn Social Selling Index (SSI) is a metric provided freely by LinkedIn using 4 different criteria to measure how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships. This metric is updated daily and gives you great insights to improve your activity on the platform. Tracking it regularly and trying to improve it puts you on the right path to being a better Social Seller that engages efficiently with the right network. What’s more, LinkedIn shows you where you stand versus the rest of people within your industry and network, so you have a comprehensive benchmark to estimate your potential.
  42. 42. Tweet this! Social Selling is not at all about Selling through Social Media. It's about a Social Attitude that embraces the changes in the Buyer Journey. That combines a professional strategic brand, with an ambition to provide added value in every step of the relationship. With an awareness that the network and information society we live in, comes with possibilities and threats for your customer relation. The higher your S.S.I. score the more visible you become, the more impact you and your knowledge will have towards your professional network. Richard van der Blom LinkedIn & Social Selling Expert The impact on your visibility So what is the SSI? Is it just another vanity metric used by LinkedIn gurus to feel better about their performance? The SSI is definitely more than that. The higher your score, the higher your reach, according to Richard van der Blom’s report.
  43. 43. The Experts
  44. 44. JULIEN RIO Entrepreneur and marketing expert, Julien has worked in multiple industries across Europe and Asia for the past 11 years. Through those experiences he has been in charge of Marketing Strategy and managed both small and large international teams, focusing on all aspects of traditional and digital marketing, including branding, SEO, SEM, PR, web development, trade shows & exhibitions, social media, ABM & emailing campaigns, communication, etc. He founded myfairtool in 2015 in Hong Kong to offer a solution for companies exhibiting at trade shows to better manage their event and improve their outcome, then wrote The Trade Show Chronicles in 2017. He then moved to France, to lead the international marketing effort for Dimelo (now RingCentral Engage Digital) a software company specialized in omni-digital customer care. Digital Marketing Expert
  45. 45. PATRICK BARRABE Ex Sales Director, ex Marketing Director, 10 years of IT and GTM consulting for high value solutions, Business Engineer and Profit Center Director (GE, ComputerLand, Microtek Group), Patrick has also helped Digital Companies grow their business. He then left the IT world and has been managing for the past 15 years multiple innovative and complex projects for the retail industry while working as consultant and keynote speaker for mid-market and enterprises. Patrick accompanies organizations and leaders going through digital transformation, innovation and business growth using his experience in Marketing, Sales and IT across multiple industries. Patrick is the author of “Social Business Networking” (2015), pioneer for the French Social Selling, and co-author of “Viadeo 101 Questions”. Consultant, Speaker
  46. 46. CHRIS J. REED With over 1,300 LinkedIn Recommendations Chris J Reed is the most recommended keynote speaker, CEO, entrepreneur and best selling author on LinkedIn. Chris is the ""Only CEO With A Mohawk"" and believes that everyone has a metaphorical ""Mohawk"", what's yours? “Opinion splitting"", ""Controversial"" and ""Most Colourful"" are just some of the ways that influential marketing magazine Mumbrella describes him. Love him or hate him, you can't ignore him! Chris’s 3 books ""Personal Branding Mastery For Entrepreneurs"", ""LinkedIn Mastery For Entrepreneurs"", ""Social Selling Mastery For Entrepreneurs"" are all No.1 international bestselling books on Amazon. Chris has launched 7 global brands from his home of 10 years, Singapore. Chris’s flagship brand, Black Marketing, has won Asia's Best Brand, APAC B2B Marketing Agency of the Year, Asia's Best B2B Brand and Social Media Agency of the Year. The Only CEO with a Mohawk!
  47. 47. KYLIE CHOWN Kylie Chown helps businesses in Australia and the USA grow using LinkedIn. She was a 2019 Finalist in the Best Use of LinkedIn for the Social Media Marketing Institute (SMMI) Awards across 2 campaigns. Kylie was named by the SMMI in the Top 10 LinkedIn experts in Asia-Pacific in 2018. Kylie is 1 of only 7 people in Australia to be certified as a Social Branding Analyst by Reach in the USA. She is also the co-author of CONNECT: How to Leverage Your LinkedIn Profile for Business Growth & Lead Generation. Kylie has been featured as an expert in the Social Media Examiner, The Huffington Post, Social Media Marketing Institute, Management Today, Women in Leadership and Management Australasia, Human Capital Online and Leaders in Heels. LinkedIn Coach and Trainer (USA & Aus)
  48. 48. MATTHIEU WILDHABER Matthieu Wildhaber was born in Switzerland, but this does not mean that he is systematically neutral (especially in a heated debate). Being the youngest of a large family, speech was his first means of imposing himself. He then capitalized on this asset in his career. First during his law studies, where he was able to familiarize himself with the world of oral argument, but also during his specialization in public speaking. He mainly works with the corporate world where he provides internal training. Other mandates such as those related to the political world quickly enabled him to focus his teaching on conviction and persuasion. And through his lectures between Switzerland and France, he continually strives to learn more and apply the principles of rhetoric. Rhetoric and public speaking coach
  49. 49. CLEMENT HELLARD Clement is a young french entrepreneur, he worked in an advertising agency during 5 years and gets known thanks to social selling. Then he decided to leave ad to find deeper meaning in his business and developing his skills in other areas. Clement is now the CEO of Good Journey, a company that aims to make the learning cool and impactful again via different products : blended learning production, an LMS, a new kind of school, events about learning, etc. Founder / CEO
  50. 50. JOHN ESPIRIAN John Espirian is the relentlessly helpful technical copywriter. A former Microsoft Mac MVP and former director of the Society for Editors and Proofreaders, John writes B2B web content to help clients explain how their products, services and processes work. John’s blog provides practical advice to help you unclog your blog, write better web content and stand out on LinkedIn. Find him online at Relentlessly helpful technical copywriter
  51. 51. VIRGINIA FRANCO Multi-certified Executive Resume and LinkedIn Writer, Coach and Storyteller whose documents help clients to land interviews. She founded Virginia Franco Resumes years ago when recognizing her years of corporate communications, journalism and social work offered her a unique understanding of how people read, communicate and share information. She helps clients all over the world to tell their stories and test the job search waters – often for the first time in years or after deciding to make a career change. Virginia has shared her insight as the host of the Resume Storyteller podcast, a member of the Forbes Coaches Council, and in various publications and podcasts. She has served for several years on the Board of the National Resume Writers Association – currently as the 2019 President. Career Storyteller & Executive Resume Writer
  52. 52. SHELLY ELSLIGER Shelly Elsliger is an engaging LinkedIn Trainer who coaches executives, diverse leaders, aspiring women leaders, business students and job seekers, as well as corporate teams; inspiring them to maximize their professional branding potential and their social influence on LinkedIn. Shelly is a member of the Forbes Coaching Council and the International Coach Federation (ICF). She is recognized as a Woman you Need to Know by the National Women Speakers Association, a Women of Achievement, on the to the list of globally recognized LinkedIn Training Experts, and a Woman of Inspiration 2019 Nominee. She is also the LinkedIn Trainer for Rotman Commerce at the University of Toronto in Toronto, Ontario. President, Linked-Express
  53. 53. RICHARD VAN DER BLOM Richard van der Blom (1977) is one of the founders of Just Connecting and currently working as Strategical Social Selling Trainer and Consultant for various international clients, before he founded Just Connecting in 2009. He developed the B.E.S.T. Social Selling method, currently used by many of our clients, as well as various Social Selling strategies within LinkedIn. As a member of an independent European LinkedIn Think Tank, he has extended knowledge and insights of different aspects of LinkedIn, such as the algorithm, product development and tooling. As an inspiring Keynote speaker, he spoke at the Annual Sales Kick-off at 3M, Econocom, Mammoet, ING Netherlands and Philips. Provided LinkedIn training and consultancy since 2009 – as on of the first Dutch entrepreneurs – and trained over 10.000 professionals at more than 400 companies. LinkedIn & Social Selling Expert
  54. 54. SARAH JOHNSTON Sarah Johnston is a former corporate recruiter and industry ""insider"" who got tired of seeing talented high-achievers get passed over for opportunities because they did not have the right marketing documents or know how to position themselves in interviews. She launched the Briefcase Coach in 2017 and has had the privilege of helping job seekers land jobs at top startups and employers like Google, Medtronic and Deloitte. She's been featured in Inc, HuffPost, Business Insider and more and was named one of the Top Job Search Coaches to Follow in 2019 by JobScan. Founder, Briefcase Coach
  55. 55. ADRIENNE TOM An international award-winning executive resume writer and job search strategist with Career Impressions, Adrienne has produced thousands of resumes and LinkedIn profiles over the past 15+ years for some of the world’s brightest business minds. Adrienne helps senior leaders and executives gain valuable traction in their job search to secure advanced roles. Featured in The Globe and Mail, Forbes, Thrive Global, and NBC News, she identifies the value of every unique professional that she partners with, crafting personal career stories, resumes, and LinkedIn profiles that differentiate top professionals from their competition. Look for Adrienne’s work in several books, including Resumes for Dummies. Executive Resume & LinkedIn Profile Writer
  56. 56. NISSAR AHAMED Nissar Ahamed is the Founder & CEO of He is also the host of The Career Insider Podcast and the co-host of The C.A.R.E. Podcast. Founder/CEO
  57. 57. ELISA B. BENNETT In 2016, Elisa B. Bennett was struggling to grow her business with cold email and Facebook ads, until she learned to unlock the power of LinkedIn to unleash an avalanche of leads nearly on autopilot, freeing her time so she could finally focus on providing real value to paying clients instead of always trying to find new ones. Since then, she’s grown in revenue four times, perfected her processes while training a select group of over 650 digital marketing agency owners how to duplicate her successes and streamlined the entire system so that she can now do the same for her clients. She has learned the hard way that the difference between success and struggling is a system… EB Bennett Media Founder
  58. 58. JOSH STEIMLE Josh Steimle is the author of 60 Days to LinkedIn Mastery and creator of The 7 Systems of Influence framework. He has appeared hundreds of times in more than two dozen publications including Time, Fortune, Forbes, Inc., Fast Company, and Entrepreneur. He is a TEDx speaker and has spoken around the world as an expert on entrepreneurship, marketing, and personal branding. The 7 Systems of Influence
  59. 59. NORBERT BILBAULT Trained engineer, Norbert Bilbault has started as Account then Agency Manager, then became to Sales Director in multiple industries (Altran, Orange Business, Thales). The common link between all his B2B experiences is to highlight the value of expensive offres in a highly competitive market. This specific expertise allowed him to implement excellence-based commercial strategies in both SMB and Entreprises. His objective is to transform not only the technic but also the commercial approach in order to ease the acquisition of exceptional deals, alongside more standard ones. B2B Sales Empowerment
  60. 60. ANA LOKOTKOVA Ana is an international career advisor, interview coach and LinkedIn branding expert based in Calgary, Canada. She helps professionals create a powerful online and offline presence, market their career stories using text and video, and open doors to exciting career opportunities. She is regularly invited to present at career conferences across the US and Canada. Ana was featured on and other career blogs. She loves helping job seekers approach their job hunt with confidence, effective tools, and a clear action plan that gets them hired. Her two big passions are public speaking and LinkedIn, which has become the main engine behind her coaching business. Career Advisor, LinkedIn Branding Champion
  61. 61. ANDY FOOTE If you don’t know where you’re going, any direction will get you there. As a child moving from one city to another because his father commanded tanks for a living, while serving with the Scottish armed cavalry, he didn’t know where he was going. Andy studied geography and history at a small college on the English coast, had fun, ate fish and chips, chased girls, didn’t know where he was going. Studied law, had less fun, passed his exams, almost became a lawyer for a top ten Scottish law firm, still didn’t know where… you get the picture. These days, truthfully, he is still not sure of his direction. But that’s ok. What he is sure of is his ability to help professionals with their LinkedIn game. He doesn’t ride in a Chieftain Tank like his father used to, but he is crushing it. He will fix your awful LinkedIn profile, make it awesome. Insightful LinkedIn Coach
  62. 62. JESS TIFFANY Jess Tiffany is an author, speaker, strategist, and marketing consultant. He is a #1 International Best Selling Author of his book Growth Hacking: Strategically Grow Your Business Connections from Zero to 10K in 365 Days. In addition, he is a Marketing Strategist with a focus on Social Selling, C.E.O. of the Marketing and Networking University (e-learning company) and MNU Digital (a full-service Minneapolis based Digital Marketing Agency). He has written for or been quoted in the Huffington Post, Thrive Global, Avanto, Authority Magazine, Six Figure Magazine, Monster, CEO Blog Nation and many more. Jess helps Business Owners and Executives leverage Social Media and Digital Strategies to drive leads, revenue and long-term company growth. CEO
  63. 63. DERICK MILDRED Derick Mildred is the director of the Results Formula Agency as well as an online coach specialising in LinkedIn & Facebook, coaching people on how to get ‘online’ to work for them and deliver the results they’re looking for. He works with sales professionals, entrepreneurs, solopreneurs and business owners in Australia and all over the world. With a background in websites and SEO, whereby he delivered on his ‘Page 1 on Google Guarantee in writing’ for every one of his website clients, gave him invaluable insights into how important optimization can be towards placing your ‘content’ in front of the right audience. Look him up on LinkedIn, and Follow him for the latest tips to help you get better results from LinkedIn. Director of Results Formula
  64. 64. LOIC SIMON Loic is convinced that Sales Transformation is a must and that... Social Selling* can make it a reality! That's why he founded the #SocialSellingForum, an IRL repeating event that he started in Paris end of 2015 and runs now in many other cities. At each of the numerous (46 so far) editions of the #SocialSellingForum, tens of practitioners and subject matter experts share their experience and best practices on #SocialSelling as it applies to Sales, Marketing and Recruitment Connect with Loic on LinkedIn where he is mostly active, and feel free to discuss the opportunity to organize a #SocialSellingForum in you own city! * Social Selling : Leveraging Social Networks to Sell Founder of the #SocialSellingForum
  65. 65. JILLIAN BULLOCK Jillian Bullock is recognised as one of Australia’s leading LinkedIn experts and currently ranked #1 in Australasia by the Social Media Marketing Institute. She is a winner of ‘Best Use of LinkedIn Australasia 2018’ and was a finalist for 2019 with the SMMA. Jillian’s 10 years of LinkedIn experience has her recognised in business circles as The LinkedIn Ninja Down Under as well as being known as a Certified LinkedIn Trainer, Author, Speaker and Podcast host. 2019 has been another big year for Jillian Bullock with large scale speaking engagements, contributing to a best selling business book Think Big with Sir Richard Branson and Brian Tracy as well as a LinkedIn Specialist podcast ‘LinkedIn To Jack & Jill. In mid 2019, Jillian ranked number 24 in the world as a bona-fide ‘LinkedIn Rock Star’ according to data and statistics provided by LinkedIn. LinkedIn Ninja Down Under
  66. 66. DAVID PETHERICK Doctor LinkedIn helps you tell your story well. He rewrites your LinkedIn Profile to engage, connect, & convince, and make you visible, legible & credible. Globally. All with a 100% 1,000 day satisfaction guarantee. LINKEDIN TIPS: ● 30 Tips for a Better LinkedIn® Profile ● How to choose the best profile photo ● LinkedIn 5-a-Day Diet Doctor LinkedIn
  67. 67. BRENDA MELLER Brenda Meller is a self-proclaimed “ambassador” of LinkedIn, national speaker, and the Chief Engagement Officer at Meller Marketing, which provides marketing and social media support for individuals and businesses, specializing in LinkedIn. She has been leveraging social media to propel her personal and professional efforts for over ten years, and now blends this experience with her 20 years of corporate marketing expertise to help clients achieve their goals. You can find Brenda Meller and Meller Marketing online on all the major social media channels. Someday soon, she will complete her next goal of writing a book on LinkedIn. Other Important Facts: Brenda loves coffee, chocolate, and pie. In her downtime, she enjoys jigsaw puzzles. Chief Engagement Officer
  68. 68. Thank you To all the experts who participated in the creation of this guide, to Freepik for the design, and to you, for reading it. Julien Rio.