The document outlines strategies to optimize LinkedIn for professional networking and business growth, emphasizing the importance of defining goals, creating an engaging profile, and building connections. It covers profile optimization with industry keywords, consistent engagement, and tracking performance to achieve desired outcomes. Key takeaways include the necessity of regular updates, involvement in relevant groups, and utilizing LinkedIn ads to reach target audiences.

1. LinkedIn Training: How to Become a
Master Networker with LinkedIn
Last Updated: <2014.04.28>

2. LinkedIn is one of the biggest social
networks, just behind Google+ and
Facebook.
OVERVIEW

3. OVERVIEW
LinkedIn can be very powerful tool for various
professional and business purposes.

4. CONTENT
• Strategy – decide what you want to achieve on LinkedIn
and build from there.
• Personal profile – your professional alter-ego
• Connections – strategy for connecting with others
• Engagement – setting up a profile is not enough
• Statistics and ROI – how to track your progress

5. STRATEGY
First step is to define your goals – what do you
want to achieve for yourself or your business
using LinkedIn platform?

6. STRATEGY
Some of the possible goals:
 Increase your revenue
 Generate quality leads for your
business
 Convert leads into customers
 Find investors for your ideas,
products or companies
 Recruit the right employees
 Drive traffic to your website/blog
 Build your contact list/network
 Sell products or services
 Become a thought leader in your
industry
 Get free PR
 Get your company or product
mentioned in other online media
 Connecting and engaging with your
current clients

7. STRATEGY
Success on LinkedIn does not happen instantly or
automatically. It requires consistent action and effort.

8. STRATEGY
One of most important actions you need to take is to
optimize your profile with keywords of your
industry, so that people can easily find you.

9. STRATEGY
LinkedIn search ranking factors:
• Number of keywords in profile
• Number of recommendations
• Number of connections and shared connections

10. STRATEGY
Ask questions:
1. What keywords would a person use, if they would
search LinkedIn for your business?
2. What kind of keywords you already have in your
profile.
3. What kind of keywords does your competitor use.

11. STRATEGY
 What do YOU want achieve on LinkedIn?
 Where can YOU become a through leader?
 What keywords do you want other people to find YOU with?

12. PERSONAL PROFILE
Having a well written, informative, keyword adjusted
and full profile is of utmost importance. Treat is as your
online professional alter-ego.

13. PERSONAL PROFILE
How to create an outstanding profile
Name line
Add full name and no other information (do not add “LION”
or other abbreviations that might hinder your searchability).

14. PERSONAL PROFILE
Professional headline
Make the headline informative and interesting; write the essence of who
you are, who you help and how you help them.
Ex. “Online Marketing Expert | Motivational Speaker | Author of book
“Motivation and marketing”;
“HR Specialist | Talent Manager | We Find the Right Employees for Your
Company”, etc.

15. PERSONAL PROFILE
Name line
Professional
headline

16. PERSONAL PROFILE
Keywords in your
current and past
work experience

17. PERSONAL PROFILE
Keyword stuffing will not
help you on LinkedIn.
Current and past work
experience “keyword
stuffed” with business
consultant

18. PERSONAL PROFILE
First activity paragraph
Second activity paragraph
Third activity paragraph
Call to action

19. PERSONAL PROFILE
Example of a well-written summary: first paragraph.
Personal story telling “I” and
authority set-up “McGraw Hill
author”
Standout traits “what makes my
book unique”

20. PERSONAL PROFILE
Example of a well-written summary: second paragraph and call to
action.
Specialties – “what I
can do for you”
Using special symbols
to stand out
Call to
action

21. PERSONAL PROFILE
Example of a well-written summary: specialties and additional
information.
Keyword-adjusted summary.

22. PERSONAL PROFILE
Recommendations
The best strategy for getting recommendations is giving
them first.

23. PERSONAL PROFILE
10. Contact information:
In contact information add:
• Email
• Twitter account
• Blog
• Phone number
and other ways for people to connect with you and see your
information.

24. PERSONAL PROFILE
Contact information

25. PERSONAL PROFILE
Example of a well-written website list. You can lead people to a
landing page to collect their information
Target audience specific
call to action
Benefit specific
call to action

26. PERSONAL PROFILE
Example of a landing page.
What you ask for must be equal to
what you give

27. PERSONAL PROFILE
5. Updating
Do not forget to update your profile when there is new information.
6. Interests
Add interests to your profile, it will give more personality.
7. Groups and Associations
Add associations and groups of real world that you are a part of that are
important to you.
8. Honors and awards
Display awards and achievements to build your credibility.

28. PERSONAL PROFILE
 How would you summarize what you can do for your clients in few
sentences?
 What are your key specialties?
 How should people contact you and for what reasons?
 Do you have any blogs, portfolio websites, Twitter account where
others can see your professional work?

29. CONNECTIONS
Add everyone to your connections. Every LinkedIn
connection can be a potential client/customer or
someone that can lead you to one.

30. CONNECTIONS
To Add connections form your email service provider – go to Network
> Add Connections. Enter your email address, authorize LinkedIn
app to access your data and LinkedIn will show all people who are
on network already for you to invite.

31. CONNECTIONS
• InMail messages can be used to contact people that
are not in your professional network yet.

32. CONNECTIONS
• To further increase your network potential add the link to your
LinkedIn profile to your business card, email signature,
Facebook, Twitter, your website and any other online outlet.
• Identify the profiles of your key customers and clients (existing
and potential), follow their LinkedIn status updates, “like” and
comment on them to get a closer connection with them.

33. CONNECTIONS
 Did you search your Email accounts for potential LinkedIn
connections?
 Do you have additional database/excel file of potential connections?
Are there any people you always wanted to connect and they are on
LinkedIn? Write then an InMail.

34. ENGAGEMENT
LinkedIn will work only if you work it.

35. ENGAGEMENT
LinkedIn status:
• Update your LinkedIn status daily. This way you will be
constantly featured on the home page of your connections.

36. ENGAGEMENT
Company page
• Provide full information about your company. Description of your
business should be compelling, write the essence of your business,
your mission and vision.
• Add specialties of your company.
• Add the keywords of your industry in description and specialties.
• Update your company status with relevant information at least once
weekly.

37. ENGAGEMENT
Well written essence of
what your company does
Philosophy and motto
Call to action
Specialties

38. ENGAGEMENT
Join all the groups that are relevant to you and
your business.

39. ENGAGEMENT
Owning a group can be a very powerful tool
for your business and networking.

40. ENGAGEMENT
Group owner, managers and website
of the group appear in the description.

41. ENGAGEMENT
To create a group go to Interests > Groups. On the right side
LinkedIn has a button “Create a group”.

42. ENGAGEMENT
Example of a well-written group description.
Group summary and purpose
Call to actionLink to your website

43. ENGAGEMENT
Welcome message: When you create a group go
Manage>Templates.
You can send them to your landing page through template too.

44. ENGAGEMENT
Companies
You can find and follow different companies that are on LinkedIn.
• Follow your existing and potential client companies
• Comment and “like” their status updates to keep “fresh” in
their minds.
• Follow your competitors to see their strategy on LinkedIn and
what they are up to.

45. ENGAGEMENT
LinkedIn ads – reach your target audience.

46. ENGAGEMENT
 What content you read every day that you can share with your
LinkedIn connections?
What professional and interests groups on LinkedIn can you join?
Do you have company page on LinkedIn?
How can you utilize LinkedIn ads for your business?

47. STATISTICS
LinkedIn – track your performance with
statistics.

48. STATISTICS
Example of profile view statistics.

49. ROI
ROI – increase in revenue or decrease in cost.
Possible ROI metrics:
• Earned Media Value vs. Marketing Spend
• Lead Value vs. Marketing Spend
• Brand Equity Growth vs. Marketing Spend

50. ROI
Counting ROI for LinkedIn will depends on your goals:
1. Define success metrics of your goal. (ex.
acquired/potential sales leads; acquired/potential
investors; increased % of visitors in your website;
increased sign-up % to your newsletter; etc)

51. ROI
2. Track the time/money you spend for LinkedIn. Best
practice is to dedicate some portion of time
Daily/Weekly to developing your LinkedIn network –
adding connections, participating in groups, etc.

52. ROI
3. Convert the goal metrics and time spent to monetary
value and compare.
Equation: ROI= Benefit – Cost/Cost * 100

53. ROI
4. Compare the value gained to alternatives – if you
would spend same time on other social media channels,
going to tradeshows/business meetings; calling leads via
phone; etc.

54. END NOTES
Compelling profile, clear goals, consistent action and
engaging with community are the key elements in
establishing yourself as thought leader and influencer
in your field on LinkedIn platform.

55. “Patience, persistence and perspiration make
an unbeatable combination for success” –
Napoleon Hill