Building personal power with LinkedIn
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LinkedIn is a powerful business tool but are you using it effectively? This is an introduction to using LinkedIn effectively to generate the right quality opportunities.
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Building personal power with LinkedIn
- 1. Leveraging LinkedIn as a business tool Building personal power with LinkedIn
- 3. Not connected Personal Profile Connections / Followers Company Pages Groups Publishing Platform (Pulse) A business-oriented social networking site that enables users to connect with colleagues, look for a job or business relationships and get answers to industry questions. Messaging
- 4. Identity Network Opportunity Knowledge Who you are Who you know What you know
- 5. Online CV +++ Make people want to connect with you Your Showcase
- 6. Header Keywords - SEO + Attention grabbing Good profile picture Background image with message Customise URL Contact information up to date and optimised links
- 7. Summary is key area Your Skills Add media to your profile (summary Education & Experience) – video / images / documents Order of items on profile – rearrange sections Endorsements & Recommendations CTA
- 8. Your network is your gold mine Smart network allows you to have an impact and build your personal influence with the right people to attract the right opportunities Visibility – Access - Quality LinkedIn Network Effect Develop a ‘Network strategy’ – the who. Network Clusters
- 9. Connection requests (Outbound) Personal connections Connection requests – personalise In mail to 2nd and 3rd Ask for intro Groups Search Connection requests (Inbound) Engage with targets posts ▪ @ the person ▪ Comment Encourage them to view your profile and connect
- 10. Providing value NOT promotion Share ideas, concepts, knowledge + content Understand what your smart network wants 3 P’s Personality Passion Perspective Add value Higher Engagement More Visibility More Connections More opportunities
- 11. Status updates Pulse – Publishing platform Sharing Articles / images /YouTubeVideo / Slides Pulse! Liking Commenting Active in groups Update profile
- 12. Pulse Curated news Posts My Network tab Notification of contact events SlideShare Presentation platform Buffer Schedule posts
- 13. Digital Demystification BeSeen Marketing runs series of webinars, seminars and workshops aimed at demystifying the digital world. Aimed at business professionals, our mission is to explain the digital world in a pragmatic way that is easy to understand. For more information please contact us Web: www.beseen-marketing.co.uk Tel: 01494678671 Email: enquiries@beseen-marketing.co.uk
Editor's Notes
- Hello Welcome to the ‘Using LinkedIn effectively’ webinar – part of the BeSeen Marketing series of Digital Demystification series of events I hope you find this webinar informative and interesting and take some value away. INTRO I am Chris Bantock – MD of BeSeen Marketing. I have been doing this for 5 ½ years – prior to that I ran my own digital marketing consultancy and prior to that I was at Microsoft for 7 years. This got me involved in building the DTI first small business website – Enterprize zone and I worked on the strategic vision for Microsft small business website - Bcentral. This was life well before social media and social networks however I have been using LinkedIn since October 17, 2004. Linkedin Launched in 2003 and I was amongst the first ½ million gloabal users. Who actually likes selling? Who prefers: Picking up the phone trying to book appointments with prospects? Or Having someone contact you when they want to have a discussion with you. We all want new business – networking is a natural way to do this. LinkedIn is a ready made online network that is sitting there waiting to be leveraged LinkedIn: 433m active users worldwide, 20m UK Who is on LinkedIn Who uses Premium? Who has generated business from LinkedIn? Who would like to?!! Using premium
- How many people are on LinkedIn? How many use it once a month a month? Once a week? Daily? 13% use it once a day However much you use it I doubt anyone feels that they use if effectively? What I would like to show you in the next half hour is a model in which YOU can be more effective on LinkedIn I will share with you the three pillars of success for using LinkedIn so that it becomes an effective channel for you. We will have the opportunity to answer questions at the end. Please use the question facility to post your questions. I try and answer as many as I can. So lets position LinkedIn – it is a channel to market. It is a voice piece to amplify what you / your business does. It is an extension of your marketing activity as a business, however we are talking YOU – it is part of your personal marketing activity. I have a favorite expression ‘Go fishing where the fish are’. Meaning focus on where your target market is (hangs out) With 20 million business users it is a big pond. So what we will look at today (part of the effective use of LinkedIn) is how do you fish for the right sort of fish? Goals for using LinkedIn So the first step is work out what you are actually using LinkedIn for? What do you want out of the effort (and yes you will need to put in effort!) you put in? Do you want to position yourself as the ‘expert’ in your field? What is your field? Define it Do you want speaking slots Do you want to reach industry influencers Do you want to get more personal profile (online and offline) Do you want to drive enquires Do you want to create opportunities Find new partnerships Develop new resellers / partners New Job Career move Be clear on your goals – write them down – this influences what you do you on Linekdin So what is LinkedIn? …...
- LinkedIn is a big lake with different areas Core of LinkedIn is your profile and you connections. It is a messaging platform – In Mail It is a publishing platform - Pulse There is a big pool of people you are not connected with Two other areas are groups which we will touch on and Business pages which we will not be covering here as we are focusing on YOU the IDIVIDUAL and helping YOU use this social media channel more effectively. Now lets look at a framework which you can use to Leverage these different capabilities of LinkedIn …..
- The framework is divided into 3 key areas – 3 pillars of success. Get the combination of these 3 right and you will generate the opportunities you want (See what you wrote down for your Goals) The three key areas of focus to getting what you want out of LinkedIn areas: 1. First one is your Identity – You – Who you are 2. Your Network – your connections – Who you Know 3. Your knowledge – your expertise – What you know These all work in unison – a common mistake is focusing on one area at the expense of the others. You can have the best identity but if no one sees you you will not generate a following If you focus on building your network – following and connecting you will have connections but no context or meaning If you focus on sharing your knowledge then you wont have the identity to convert the visibility into valuable connections This is the social media mantra in action: Know me – Like me – follow me Translated this means: Awareness – Attraction – Trust We are now going to look at each of these in more detail..
- Your profile is your fly trap! This is what makes you attractive to your target audience This is what converts visitors to your profile to become connections Your LinkedIn profile is so much more than your CV online. Yes, it shows your work experience, education and qualifications however it is so much more than that It is your showcase – Says who you are - Your achievements – what you are looking for – your interests – your publishing activity - Your views and expertise Spend time on getting your profile right. When you go to your profile - Top right LinkedIn give you a rating. They also provide suggestions as to how to improve. These can be misleading as they want you to fill in all their fields. However as a general rule of thumb you should strive to get the best score you can. Why? Not for bragging rights but because the higher the score the more visible you will become in search. LinkedIn algorithm gives higher scoring profiles more visibility. So, lets look at some of the key elements of a powerful profile
- Header Is vital – What people see first. It is fixed. It is what LinkedIn indexes so your keywords (what you want to be found for) [Exercise – list your keywords if you don’t know them] Professional Headline: 120 character limit. ( First Name: 20 characters, Last Name: 40 characters.) Profile pictures are important - Photo – 14 times more likely to be found and 36 times more likely to receive a message Make it good and professional. Background image – differentiates you – allows you to put more messaging Custom url – use your name Contact information Website address Twitter – link to other social media
- Summary is second to Header as again LinkedIn indexes this area. Summary: 2,000 character limit. – use them! This is your free text area. This is where you make yourself most attractive to your target audience Skills – Achievement summary – values – What you are looking for – what connections you want and why Review this regularly Skills - add skills – this allows people to endorse you for your skills – providing more visibility and third part endorsement is very powerful Recommendations are also very important. If you have your target audience seeing you have endorsements then it add gravitas to you and makes you more attractive. Collect endorsements and recommendations over time. I have emailed all my connections in the past asking if they would provide a recommendation. I had 5 people respond which is awesome. Do this once a year or selectively (at end of projects) and they will build over time Add media to these sections – Images, video, presentations – PDF – this really brings your profile to life. Finally don’t forget to include Calls to Action. What do you want them to do? Connect with you? Email why you want to connect? Arrange a coffee and a Chat if you think I can help 13 times increase in profile views if you list your skills
- Advantages of smart network Visibility – always visible to that connection Access – 121 access – direct dialogue Quality breeds quality – better 2nd and 3rd degree connections Network effect Depth of connections and visibility 1st degree connections engages – now visible to their 2nddegree My 2nd degree connection engages then – visible to your 3ed degree – your reach is expanded by 3 degrees If I have 100 connections and you have a 100 connections how many potential connections do we have? 10,000!! The smarter your network the more powerful the linkedin effect Quality not Quantity makes for an efficient LinkedIn Sure – get over the magic 500 – then quality If you already have a large network I would recommend you allocate time to reviewing your connections. Get rid of non core connections – they will only be diluting your activity If you only take one think away from this webinar – then it is this – Build a quality network.
- Personal connnections – offline and online Upload your address book – LinkedIn will see who you are connceted to Search for people Tip: Hide your profile visit Review your profile visits – right category then connect
- Grow your visibility on LinkedIn by Sharing what you know. I have another mantra which is ‘Give away your knowledge sell your expertise’ - most people balk at this It is understanding the difference between knowledge and expertise. Knowledge is the what – Expertise is the how Most information is freely available on the internet now anyway which is why ideas, concepts and your views and opinions are what sets you apart. Write down what your network clusters are interested in What information do they need What pain points do they have This forms the basis of your LinkedIn content plan A good rule of thumb when on creating content for LinkedIn (Social Media in general) is the three P’s Personality – make your personality shine through – people will want to connect to people that they like Passion – So important – being passionate about your area of expertise is vital and infectous – again encouraging connections Perspective – have an opinion – a viewpoint There is actually a 4th one – Be Professional - follow the LinkedIn Etiquette - Don't be a Spammer! (likely to disconnect - can never reconnect) - Don't Broadcast - Be professional - No actively selling So that is the strategy … what about the practicle implementation? How to grow your visibility
- + Link to Twitter Secret is engagement! Engage with your audience – be responsive Set up alerts to your email Allocate 30 mins a day to LinkedIn – More for creative content generation What you invest you will reap the rewards through Quality Opportunities
- We take the principals introduced to you today and work with you to provide a practical implementation. It will be packed full of useful hints and tips and we will show you how to make sure you investment in LinkedIn really reaps it rewards. Places are limited to 10 people - as we want to provide as much 121 time as possible. This is being held in the 22nd September at the Grovefield House Hotel in Burnham. 9.00 – 5pm Including a buffet lunch Normal price £350 – but as you have invested your time today we providing you with a special price of £250. This is VAT inclusive price We will be sending out the details after the webinar with the relevant links if you are interested