Building and maintaining a brand presence during lockdown is crucial to the survival of any SME during such challenging times. With more than 675 million members worldwide, LinkedIn refer to themselves as the world’s largest professional network. 211 million of these members are located within Europe, and LinkedIn says that more than two new members join the platform every second, BUT alarmingly, only 51% of all these users have complete profiles. LinkedIn favours users with complete profiles, so much so that they are 40 times more likely to receive opportunities through LinkedIn, this includes job opportunities and sales leads. In fact, it is worth noting that 2017 studies performed by the platform themselves showed that 80% of B2B leads actually come from LinkedIn. In the 2018 ‘B2B buyers survey report’, performed by Demandbase, 52% of buyers said LinkedIn had had the biggest impact on their research process. With the current situation, companies that didn’t previously use LinkedIn are now placing more emphasis on this than ever before. Your task is to keep your head above the rest (that’s over 30 million companies by the way), and that actually isn’t as hard as you may think. In this presentation we cover: 1. An introduction on how to create an All Star profile 2. The importance of building connections and how to go about it 3. Managing your endorsements 4. Asking for recommendations 5. Make sure your profile is public 6. An overview of the dashboard 7. The importance of staying active Plus, a bonus tip on improving your company page.

1. 7 Steps To Becoming
A All Star
Presented by
Danni Johnson

2. You will be muted throughout the webinar
You can type questions via the chat function in the footer which will be answered at the end
When we share our screen to present, you can make it bigger or smaller by moving the slider
left and right (on desktop devices)
The webinar will be recorded for use on our website
Housekeeping

3. 80% of B2B leads come
from LinkedIn
https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-
marketing/2017/10-surprising-stats-you-didnt-know-about-marketing-on-linkedin
Did you know...

4. LinkedIn engagement is
up 76% for 'work from
home' content
https://www.searchenginejournal.com/linkedin-engagement-up-76-for-work-from-home-content/364250/#close
Did you know...

5. Why you should manage your endorsements
Profile
Connections
Endorsements
Recommendations
Public
Why and how to ask for recommendations
How to manage your privacy settings
What your dashboard is and how to use it
The importance of an active account
The basics of creating an All Star profile
Dashboard
Activity
The importance of building your connections
AND...
BONUS TIP:
How to optimise
your company
page
You will learn...
1
2
3
4
5
6
7

6. 16 years experience recruiting, selling and
marketing through LinkedIn
Previously trained by LinkedIn Sales team
Responsible for social media strategy at Xpand
About Danni

7. Studio based in
Saltaire, West
Yorkshire
Full service digital
marketing agency
Est. 2007 - 13 years
in business
About Xpand

8. Only 51% of users have
complete profiles
LINKEDIN

9. About
Background
Step 1: The basics
of creating an
All Star profile
Intro
Accomplishments
Name, job title and company,
location, contact information
and of course, your profile
picture and headline
Take time to write your
summary.
Make use of the space.
List your positions, your
education history and any
volunteer experience
Add some credibility to your
profile by selecting up to 50
skills, highlighting any proud
moments and displaying
successful projects
A profile with a picture is 11 times
more likely to be viewed
Members with up to date positions
are discovered up to 18 times more
in searches
Users with complete profiles are 40
times more likely to receive
opportunities

10. “Networking isn't how
many people you know,
it's how many people
know you.”
AMIT KALANTRI, WEALTH OF
WORDS

11. Step 2: The importance of building your
connections
LinkedIn favours
people with 500+
connections.
675 million members
worldwide to be
exact.
You will gain more
prominence if you are
seen to have influence.
BUT don't connect with just anybody!

12. So, how can you grow your network?
Connect with key contacts in the organisations you work with
Join groups
Use LinkedIn's suggestions
Connect to people who inspire you
Look for value - don't just connect with everyone
Use the search feature

13. LinkedIn members who
include skills in their
profiles receive up to 13
times more profile views
LINKEDIN

14. Step 3: Why you should manage your
endorsements
Having an all-star profile with endorsements for genuine skills can lead to many opportunities - LinkedIn
BUT... You need to manage them!
LinkedIn allows up 50 skills - around
25 specific skills is ideal
Get into the habit of reordering them
and deleting any that are not relevant
to your position
Identify the top three that you
want to be noticed for
Don't be afraid to ask someone
to 'endorse' you, especially if it's
an area you are keen to
showcase

15. “83% of online respondents in 60
countries say they trust the
recommendations of friends and
family.”
NIELSEN REPORT

16. Recommendations act as a source of evidence - they add credibility
to your profile. The same way a testimonial does.
Make sure you add 'Request a LinkedIn Recommendation' to your
sales funnel, make it a habit.
ALWAYS:
TAKE THE TIME TO PERSONALISE THE REQUEST
AND remember - Strike while the iron is HOT! If your client is happy
with your solution then now is the time to ask!
Step 4: Why and how to
ask for recommendations

17. “Getting information from the
Internet is like taking a drink
from a hydrant.”
MITCHELL KAPOR

18. If you want to appear on
search engines or make
use of a public profile
badge then you need to
make sure your profile is
set to public.
You can choose just how
much information you
would like to share by
using the toggles.
Step 5: How to manage
your privacy settings
LinkedIn Profile Page > Edit public profile & URL

19. Profile viewing options are slightly different,
this is where you choose how your
connections see you.
You will find an extensive list of options in the
settings section of your account.
Step 5: How to manage
your privacy settings
NB: If your profile is set to private you won’t be able to see
any of the people who viewed your profile, however it does
also mean that they won’t see you if you look at theirs.

20. "Your ideal customer or contact
is as unique to you as your
personal dashboard data so use
the information available as a
benchmark for monitoring
results and making continuous
improvements."
SOCIAL MEDIA EXAMINER

21. How many people are
viewing your profile
The stats behind your activity
How often you are appearing
in search results.
Salary insights
Here you can see:
Step 6: What the
dashboard is and
how to use it

22. Brucie bonus!
There is also a useful tool called the Social
Selling Index.
This measures how effective you are at
establishing your professional brand, finding
the right people, engaging with insights,
and building relationships. It is updated
daily.

23. Only 1% of users share
content on a weekly
basis
KINSTA

24. Be a LinkedIn
Liker
Keep your profile
up to date
Share the love Write articles
Join relevant
groups
Show some
respect
LinkedIn like contibutors - they like
people who are going to add value to
their platform - makes sense doesn't
it?
Just 20 LinkedIn posts per month
can help you reach 60% of your
unique audience.
Step 7 - The
importance of
staying active

25. 97% of consumers go
online to find and
research products and
services
BLUE CORONA

26. Company pages with profile pictures get six
times more visitors than those without.
Bonus: How to optimise your company page
Check your profile picture and banner photo fit within
the required size parameters. Use your logo and a
banner photo relevant to your business
Fill out every section, including showcase page. Use the
same principles - key words
Post, post, post - Use a 4-1-1 concept
Basically follow everything we've already said but apply it to your company page

27. You should now know...
Why and how to
ask for
recommendations
How to manage
your privacy
settings
What your
dashboard is and
how to use it
The importance
of an active
account
The basics of
creating an All
Star profile
How to
optimise your
company page
The importance
of building your
connections
Why you should
manage your
endorsements

28. Let's chat
www.xpandmarketing.co.uk
Email Danni:
danni@xpandmarketing.co.uk
Email Jag:
jag@xpandmarketing.co.uk

29. Follow us
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
/xpandmarketing
Let's connect
www.xpandmarketing.co.uk