Maximizing LinkedIn (July 2014 Edition)

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These slides are from a half day workshop that teaches everything you need to know to promote your business on LinkedIn.

Published in: Marketing, Education, Business

Maximizing LinkedIn (July 2014 Edition)

  1. 1.  Intro  Strategy  Profile Optimization  Recommendations & Endorsements  Connecting & Prospecting  Group Membership  Ads  Premium Features  Maximizing Chamber Membership via LinkedIn  Measuring the Results Download this slide deck at http://bit.ly/MAXLINK2
  2. 2.  We will have Q&A at the end of each section. Download this slide deck at http://bit.ly/MAXLINK2
  3. 3. Download this slide deck at: http://bit.ly/MAXLINK 2 Download this slide deck at http://bit.ly/MAXLINK2
  4. 4.  What is your one main desired takeaway today? Download this slide deck at http://bit.ly/MAXLINK2
  5. 5. Download this slide deck at http://bit.ly/MAXLINK2  LinkedIn launched in 2003. Now 11 years old.  LinkedIn has over 200 million users (in total) and gains 2 new users every second.  LinkedIn has an above-average number of users that are well-educated, male, aged 25 to 64, high- income individuals  53% of B2B marketers have acquired a customer through LinkedIn, compared to 22% for B2C  LinkedIn received over 1 BILLION pageviews in the last 30 days (as of 7/8/14)
  6. 6. Download this slide deck at http://bit.ly/MAXLINK2
  7. 7.  I recently posted a downloadable piece of content on my blog (with registration form)  Shared that blog article:  As a LinkedIn status update  In 49 out of 50 LinkedIn groups Download this slide deck at http://bit.ly/MAXLINK2
  8. 8. Download this slide deck at http://bit.ly/MAXLINK2  I received the following from LinkedIn  4,755 pageviews on that article  1,634 website visits  1,083 downloads on new content  460 downloads on old content (linked to by new)  851 new email subscribers  930 pageviews on an older article (linked to by new)  51 group post “likes”  36 new connection requests  27 group post comments
  9. 9. Download this slide deck at http://bit.ly/MAXLINK2 SEO & Social Media Blog Articles Downloads Email Mktg Webinars LEADS
  10. 10. Download this slide deck at http://bit.ly/MAXLINK2
  11. 11.  Who EXACTLY are you going after?  Prospects? Strategic Partners? Referral Sources?  What EXACTLY makes you different?  What EXACTLY do you want to get from this?  Meetings? Email subscribers?Website visitors? BE SPECIFIC. Download this slide deck at http://bit.ly/MAXLINK2
  12. 12.  Define demographics  Age  Gender  Occupation/position  Family situation (marriage, number of children, caring for an elder adult, etc.)  Income/revenue level  Geographical region  Education level or number of years in business Download this slide deck at http://bit.ly/MAXLINK2
  13. 13.  Define psychographics  What are their needs?  What are their buying habits?  What are their lifestyle patterns (hobbies/interests, beliefs, values, behavior patterns/habits)?  What publications do they read (online & offline)?  Where do they go for their education/research?  What do they love to do (hobbies/activities)?  What do your clients care about when it comes to your services? Download this slide deck at http://bit.ly/MAXLINK2
  14. 14.  Define situational characteristics  What are the common situations that they are in?  Define pain points  What are the most painful problems or issues that your market is trying to deal with?Why?  What keeps them up at night?  What are they scared/afraid of?  What negative things will happen if they DON’T use your products/services? Download this slide deck at http://bit.ly/MAXLINK2
  15. 15.  Why are you better than your competition?  Mission,Vision,Values  Education? Experience? Customer Service?  Define benefits of them using your services  What good things will happen for them or their business?  What positive emotional or egotistical effects would they experience? Download this slide deck at http://bit.ly/MAXLINK2
  16. 16. Download this slide deck at http://bit.ly/MAXLINK2 ? ? ? ? ? LEADS
  17. 17.  Increase my total number of connections by a minimum of X per X (week, month, etc.)  Increase LinkedIn-driven website & blog traffic by a minimum of X% per X (week, month, etc.)  Post activity should be a minimum of X posts per (week, month, etc.) v
  18. 18. Download this slide deck at http://bit.ly/MAXLINK2
  19. 19. Download this slide deck at http://bit.ly/MAXLINK2
  20. 20. Download this slide deck at http://bit.ly/MAXLINK2 (Yes, these are actual LinkedIn profile pictures. *sigh*)
  21. 21. Download this slide deck at http://bit.ly/MAXLINK2  PROFESSIONAL headshot  GREAT headline (TIP: For SEO purposes, put your name first, i.e. “Pam Aungst is a…”)  CUSTOM profile link (URL)  LINKS to Company Profile &Website  COMPLETELY filled out  SMART keywords  Projects  Multimedia  SPEELCHEK!
  22. 22. Download this slide deck at http://bit.ly/MAXLINK2
  23. 23. Download this slide deck at http://bit.ly/MAXLINK2
  24. 24. Download this slide deck at http://bit.ly/MAXLINK2
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  27. 27. Download this slide deck at http://bit.ly/MAXLINK2
  28. 28. Download this slide deck at http://bit.ly/MAXLINK2
  29. 29. Download this slide deck at http://bit.ly/MAXLINK2
  30. 30. Download this slide deck at http://bit.ly/MAXLINK2
  31. 31.  Interests -> Companies -> Add a Company  Fill out 100%  Add Showcase Pages  Link to your profile as place of employment Download this slide deck at http://bit.ly/MAXLINK2
  32. 32. Download this slide deck at http://bit.ly/MAXLINK2
  33. 33.  The company logo should be 100px x 60px.  The square company logo should be 50px x 50px  A branded cover photo should be on the page. Cover photos are 646 pixels wide and 220 pixels tall Download this slide deck at http://bit.ly/MAXLINK2
  34. 34. Download this slide deck at http://bit.ly/MAXLINK2  Products & Services pages have been replaced with Showcase Pages  Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative  Can have up to 10  Can post updates & sponsored updates  Can optimize for SEO
  35. 35. Download this slide deck at http://bit.ly/MAXLINK2
  36. 36. Download this slide deck at http://bit.ly/MAXLINK2
  37. 37. Download this slide deck at http://bit.ly/MAXLINK2
  38. 38. Download this slide deck at http://bit.ly/MAXLINK2
  39. 39. Download this slide deck at http://bit.ly/MAXLINK2
  40. 40. Download this slide deck at http://bit.ly/MAXLINK2
  41. 41.  Choose your words carefully  Be authentic  Recommendations you GIVE are shown on YOUR profile. If you wouldn’t recommend that person “IRL”, don’t do it online. Download this slide deck at http://bit.ly/MAXLINK2
  42. 42. Download this slide deck at http://bit.ly/LIBASICS14  Promptly thank people for recommending you
  43. 43. Download this slide deck at http://bit.ly/MAXLINK2
  44. 44.  To ask for a clarification/correction on a recommendation you receive. It’s a reflection of you! Download this slide deck at http://bit.ly/MAXLINK2
  45. 45.  “I received your request for a LinkedIn recommendation. I’m happy to vouch for your expertise, but since we didn’t actually work together and I wouldn’t be able to answer any specific questions about my experience with you if they arise, I think it might be best if I contributed to your profile with an endorsement instead of a detailed recommendation.” Download this slide deck at http://bit.ly/MAXLINK2
  46. 46. Download this slide deck at http://bit.ly/MAXLINK2
  47. 47. Download this slide deck at http://bit.ly/MAXLINK2
  48. 48. v
  49. 49.  DON’T be too restrictive Would you go to a networking event and REFUSE to speak to people that you haven’t already met? Download this slide deck at http://bit.ly/MAXLINK2
  50. 50. Download this slide deck at http://bit.ly/MAXLINK2
  51. 51. Download this slide deck at http://bit.ly/MAXLINK2
  52. 52. 1. LinkedIn Premium 1. Business, Business Plus, Executive 2. Premium For Recruiters 1. Talent Basic, Recruiter Lite, Recruiter Corporate 3. Job Seekers Premium 1. Job Seeker Basic, Job Seeker , Job Seeker Plus 4. Sales Navigator 1. Sales Basic, Sales Plus, Sales Executive Download this slide deck at http://bit.ly/MAXLINK2
  53. 53.  BOTH allow for:  InMails  Better searching capabilities  Full profiles  More introduction requests Download this slide deck at http://bit.ly/MAXLINK2
  54. 54.  Sales Navigator adds:  Lead recommendations (finds decision makers)  Lead Builder (list maker)  TeamLink (find common connections) Download this slide deck at http://bit.ly/MAXLINK2
  55. 55. Download this slide deck at http://bit.ly/MAXLINK2
  56. 56. 1. Import your email contacts 2. Use the “PeopleYou May Know” feature 3. Explore connections of your connections Download this slide deck at http://bit.ly/MAXLINK2
  57. 57. Download this slide deck at http://bit.ly/MAXLINK2  People who comment on your posts  People who post interesting things  People who converse a lot  People in the group directory
  58. 58. Download this slide deck at http://bit.ly/MAXLINK2  Connect and/or ask:  How they found you  Why they were looking for people like you  How you can help them or each other
  59. 59. Download this slide deck at http://bit.ly/MAXLINK2  Basic (free) account search results include:  Full profiles w/names for 1st &2nd degree connections + full profiles when searching by name  Profile summaries for 3rd degree, out-of-network profiles, and fellow group members  Max 100 profiles  Basic filters to refine results  Premium account search results include:  Full profiles of 1st and 2nd degree connections  Full names for members in your network, and those you share groups with.  Profile summaries for out-of-network profiles  Extensive search results (varies between account types)  Premium filters to refine your results
  60. 60. Download this slide deck at http://bit.ly/MAXLINK2 •Keywords •First Name •Last Name •Title •Company •School •Location •Country •Postal Code •Relationship •Current Company •Industry •Past Company •School •Profile Language •Groups •Years of Experience •Function •Seniority Level •Interested In •Company Size •Fortune •When Joined RED = Premium Only
  61. 61. Download this slide deck at http://bit.ly/MAXLINK2  Quoted searches - For an exact phrase, enclose the phrase in quotation marks (e.g. "product manager").  NOT searches - To exclude a particular term, type that term with an uppercase NOT immediately before it (e.g. programmer NOT manager).  OR searches - To see results that include 1 or more terms in a list, separate the terms with an uppercase OR (e.g. sales OR marketing).  AND searches - To get results that must include 2 or more terms in a list, you can use the upper-case word AND as a separator (e.g. manager AND director).  Parenthetical searches - To do a complex search, you can combine terms using parentheses. For example, to find people who have "VP" in their profiles, or have both director AND division in their profiles, type: VP OR (director AND division)
  62. 62. Download this slide deck at http://bit.ly/MAXLINK2
  63. 63. Download this slide deck at http://bit.ly/MAXLINK2
  64. 64. Download this slide deck at http://bit.ly/MAXLINK2  Mention:  Common ground  Where/how you met  Why you’d like to connect
  65. 65. Download this slide deck at http://bit.ly/MAXLINK2 When clicking “Connect” from the following places, youCAN’T customize a connection request greeting.  Search results  PeopleYou May Know You CAN customize a connection request greeting when clicking “Connect” from:  The person’s profile  Group membership list  When “hovering” over a member’s picture in a group
  66. 66. Download this slide deck at http://bit.ly/MAXLINK2
  67. 67. Download this slide deck at http://bit.ly/MAXLINK2
  68. 68. Download this slide deck at http://bit.ly/MAXLINK2 Need to say more than you can fit in the connection request intro box? Send an InMail (Premium feature) explaining why you want to connect. InMails only get deducted from your balance if accepted.
  69. 69. Download this slide deck at http://bit.ly/MAXLINK2
  70. 70. Download this slide deck at http://bit.ly/MAXLINK2  Be wary of profiles that:  Are from *certain* foreign countries  Are named “Prince So-And-So”  Lack a profile picture  Have spammy headlines Anatomy of a Spammy Profile:
  71. 71. Download this slide deck at http://bit.ly/MAXLINK2  Want to be a little more conservative?Try this:
  72. 72. Download this slide deck at http://bit.ly/MAXLINK2  Consider replying toALL connections with a message  Or be selective and reply to potential good offline connections  Good to reply to all customized connection requests
  73. 73. Download this slide deck at http://bit.ly/MAXLINK2  Easier to reply before accepting than after  Just remember to go back and accept
  74. 74. Download this slide deck at http://bit.ly/MAXLINK2
  75. 75. Download this slide deck at http://bit.ly/MAXLINK2
  76. 76. Download this slide deck at http://bit.ly/MAXLINK2
  77. 77. Download this slide deck at http://bit.ly/MAXLINK2  If you WOULD do it offline, DO do it online!
  78. 78. Download this slide deck at http://bit.ly/MAXLINK2  Use sparingly  Be as genuine as possible  Up to 50 people at a time  Click on “Connections”  Filter by “Connections Only”  Click “Select All”  Keep scrolling down to expand list (but not beyond 50)  Back up at the top, click “message” (next to “Select All”
  79. 79. Download this slide deck at http://bit.ly/MAXLINK2
  80. 80. Download this slide deck at http://bit.ly/MAXLINK2
  81. 81. Download this slide deck at http://bit.ly/MAXLINK2
  82. 82. Download this slide deck at http://bit.ly/MAXLINK2  Click on “Home”  Go to “Connections” -> “Keep inTouch”  Like, Congratulate, and Comment
  83. 83. Download this slide deck at http://bit.ly/MAXLINK2  Research the people you’ll be meeting with  Find common ground for conversation (but don’t be creepy about it)
  84. 84.  CamCard or Evernote Scan business cards & connect instantly  Rapportive Plugin (Gmail) or Xobni (Outlook) Email plugin that displays social profiles of contacts  Nimble (Social CRM system) Customer Relationship Management software that integrates social communications  Zoho & Salesforce Add-ons (TraditionalCRM Systems with LinkedIn “plugins”) Download this slide deck at http://bit.ly/MAXLINK2
  85. 85. Download this slide deck at http://bit.ly/MAXLINK2 OBEY CAN-SPAM LAWS – Send an opt-in campaign  Click on “Connections”  Under “Advanced Settings,” click on “Export LinkedIn Connections”
  86. 86. Download this slide deck at http://bit.ly/MAXLINK2
  87. 87. Download this slide deck at http://bit.ly/MAXLINK2
  88. 88.  Do NOT join groups YOU are interested in  Join groups yourTARGET PROSPECTS are in Download this slide deck at http://bit.ly/MAXLINK2
  89. 89.  “Either/or” type questions  “Hot button” issues, i.e.: Download this slide deck at http://bit.ly/MAXLINK2
  90. 90.  Interesting articles, your own articles  Check the group rules first Download this slide deck at http://bit.ly/MAXLINK2
  91. 91.  Do NOT post anything in a group without asking yourself: “Will they find this information GENUINELY USEFUL whether they do business with me or not?” Download this slide deck at http://bit.ly/MAXLINK2
  92. 92. Download this slide deck at http://bit.ly/MAXLINK2
  93. 93.  On Mondays, I post a question about X  On Wednesdays, I post an article aboutY  On Fridays, I share one of my recent blogs Download this slide deck at http://bit.ly/MAXLINK2
  94. 94.  LinkedIn Bookmarklet lets you post a link to several groups at once http://www.linkedin.com/static?key=browser_bookmarklet Download this slide deck at http://bit.ly/MAXLINK2
  95. 95. Download this slide deck at http://bit.ly/MAXLINK2
  96. 96.  Hootsuite Pro lets you post a link to several groups at once AND utilize scheduling  Watch that posts don’t get cut off (group max char is less than status update) Download this slide deck at http://bit.ly/MAXLINK2
  97. 97.  If someone came up to you “IRL” and said “Great job on that article!” – Would you just stare at them and not reply? Download this slide deck at http://bit.ly/MAXLINK2
  98. 98. Download this slide deck at http://bit.ly/MAXLINK2
  99. 99. Download this slide deck at http://bit.ly/MAXLINK2
  100. 100. Download this slide deck at http://bit.ly/MAXLINK2
  101. 101. Download this slide deck at http://bit.ly/MAXLINK2
  102. 102.  Website (External)  (min bid $2.00 per click or $2.00 CPM)  Company Page  (min bid $2.00 per click or $2.00 CPM)  Sponsored Update  (min bid $2.50/click or $10.50 CPM) Download this slide deck at http://bit.ly/MAXLINK2
  103. 103. Download this slide deck at http://bit.ly/MAXLINK2
  104. 104.  WEBSITE ADS:  Drive website traffic from an extremely targeted audience  COMPANY PAGE ADS:  Company pages do not see a lot of engagement on LinkedIn, so may have a limited return.  SPONSORED UPDATES:  Promoting company page posts in the newsfeeds of both followers and non- followers whose meet targeting. Use for specific events/promotions. Download this slide deck at http://bit.ly/MAXLINK2
  105. 105. Download this slide deck at http://bit.ly/MAXLINK2
  106. 106. Download this slide deck at http://bit.ly/MAXLINK2 Will LinkedIn ads work for you? Try it and find out. Run small tests & measure results.
  107. 107. Download this slide deck at http://bit.ly/MAXLINK2
  108. 108. Download this slide deck at http://bit.ly/MAXLINK2
  109. 109.  Connections made  Connection requests sent  Introductions Requested  Recommendations Given  Messages Sent  Status Updates  Stream interactions  Group posts  Group comments  Company Page Posts  Ads  WebsiteTraffic  Your Goals (KPIs) Download this slide deck at http://bit.ly/MAXLINK2
  110. 110.  2 out of every 10 messages sent results in a meeting  1 out of every 5 meetings leads to a proposal  20% close ratio Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops) Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)  Behavior Goal = Send 150 messages per month Download this slide deck at http://bit.ly/MAXLINK2
  111. 111. Download this slide deck at http://bit.ly/MAXLINK2
  112. 112. Download this slide deck at http://bit.ly/MAXLINK2
  113. 113.  Strategy  Define Target Market  Define Brand Differentiators  Define Why DoingThis - Set Goals  Profile Optimization  Professional photo  Tagline – 3rd Party – Differentiate  Spellcheck!  Extras: Multimedia, Projects  Fill out company profile & Showcase pages  Fill all out ONE HUNDRED PERCENT  Recommend/Endorse  GIVETO GET!  Connect/Prospect  Don’t be too restrictive  Import, Explore, Search, Browse Groups  Connect Request Intro, or send InMail  Use CRMTools  Start networking: send a message, stay in touch  Groups  Ask questions  Post GENUINELY USEFUL info  Strategy, Routine &Tools  Ads  Experiment/Measure  Measure  Track EVERYTHING  Find Trends & Set Behavior Goals Download this slide deck at http://bit.ly/MAXLINK2
  114. 114. Download this slide deck at http://bit.ly/MAXLINK2
  115. 115. Download this slide deck at http://bit.ly/MAXLINK2
  116. 116. Maximizing LinkedIn Download this slide deck at: http://bit.ly/MAXLINK22 Ask about my coaching!

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