This document provides tips for using LinkedIn effectively, including building the perfect profile, expanding your network, engaging with groups and interests, and using advertising options. It outlines LinkedIn's benefits for professionals and businesses, and how to get started, connect with contacts, develop opportunities, and build visibility and reputation on the platform.

1. FOR BUSINESS
Ronan Kennedy

2. BEST PRACTICE TIPS FOR NEW USERS
✔ Overview of LinkedIn and its benefits
✔ Best practice tips for new users
✔ How to get started
✔ How to build your perfect profile
✔ How to expand your strategic network
✔ How to connect and build the right network of contacts
✔ How to develop business opportunities in LinkedIn
✔ Building visibility and reputation
✔ LinkedIn advertising
✔ Business referrals

3. FACTS ABOUT LINKEDIN & HOW TO GET STARTED
• LinkedIn has 400+ million members.
• 2 new users join every second.
• 42 million unique mobile visitors per month.
• 1 million + members in Ireland.
• Go to LinkedIn.com and setup a profile.

4. Product Service Yourself
What are you
selling?

5. BENEFITS

6. OVERVIEW OF LINKEDIN AND ITS BENEFITS
• Build your profile so that you can get noticed
• Reconnect with your network
• Expand your network - and go pro
• Advertise and create leads
• Direct outreach for your targets
• Learn new skills online
• Model other professionals
• Apply for jobs
✔
✔
✔

7. OVERVIEW OF LINKEDIN AND ITS BENEFITS
Currencies
TIME MONEY AUTHORITY
TRUSTREPUTATIONLIKING

8. PROFILE
livedemo

9. HOW TO BUILD YOUR PERFECT PROFILE
• Profile photo, background photo and title
• Personal details, contact, and URL
• Summary in bullet points
• Professional experience
• Skills
• Education and qualifications
• Groups
• Recommendations

10. PRIVACY
livedemo

11. PRIVACY CONTROLS
▸ Access your privacy controls
▸ Hide who can see your connections.
▸ Hide your profile updates.
▸ Hide what others can see on your profile.
▸ Turn off your activity feed.

12. PROFESSIONAL PROFILE
Types of professional profile

17. YOUR
NETWORK

18. RECONNECT WITH YOUR NETWORK
• Connections
• Contacts
• People you may know
• Alumni
livedemo

19. RECONNECT WITH YOUR NETWORK
Methods of connecting
▸ Make a request to connect.
▸ Give an endorsement.
▸ Give a recommendation.
▸ Write a message to reconnect.
▸ Send a video, post, picture or blog.
▸ Like, share or comment on a post.

20. JOBSlivedemo

21. INTERESTS

22. INTERESTS
• Companies
• Groups
• Pulse
• Education
• Slideshare
• Online Learning
livedemo

23. INTERESTS
Companies (setup)
▸ Setup your page and add company details.
▸ Encourage employees to join the page.
▸ Post updates of the company’s activity regularly.
▸ Attract and engage followers and build relationships.
▸ Build out your products and services page.
▸ Embed testimonials or product videos on the page.
▸ Add a follow button to your website.
▸ Join the discussion groups on LinkedIn.

24. INTERESTS
Companies (posting)
▸ Create a captivating headline.
▸ Include a call-to-action in each post.
▸ Include an image, infographic or video.
▸ Create an editorial calendar.
▸ Engage members through comments and discussion.
▸ Track analytics and insights to drive decision-making.
▸ Sponsor your best content.

25. INTERESTS
Groups
▸ What’s your aim?
▸ Customer service? Lead generation? Thought leadership?
Company communication.
▸ Commitment required!
▸ Monitor posting and engage with influencers in the group.
▸ Write good copy. Right audience. Ensure moderation.
▸ “Don’t sponsor or sell a group without LinkedIn’s permission”.
▸ Join groups where your prospects are - make it meaningful.

26. INTERESTS
Pulse
▸ Publish updates, comments and presentations
▸ Discover influencers, companies, groups and knowledge.
▸ Share, like and comment.

27. INTERESTS
Education
▸ Find the best place to study…
▸ LinkedIn Recruiter: search over 20 million students and
recent grads by field of study, degree, date of graduation,
and university.
▸ LinkedIn CheckIn: collect student profiles at career fairs so
you never miss a quality candidate.
▸ Recruit top talent…
▸ LinkedIn career page…

28. INTERESTS
Slideshare
Netflix Culture:
Freedom & Responsibility
14 million
views

29. INTERESTS
Online Learning
▸ lynda.com

30. BUSINESS
SERVICES

31. INTERESTS
• Post a job
• Talent solutions
• Advertise
• Sales solutions
livedemo

32. ADVERTISE
Free Advertising and Paid Advertising
X

33. ADVERTISE
Free Advertising
▸ Post individual updates
▸ Posts, blogs, videos, audios, slideshare presentations
▸ Post company updates
▸ Recommendations
▸ Open profile messages (13 pages max.)
X

34. 7 KEY TIPS TO
RADICALLY
IMPROVE YOUR
CONTENT & COPY

35. FREE ADVERTISING
7 Key Tips to Radically Improve Your Content and Copy
▸ Write compelling blog posts using photos and video
▸ Prepare a number of posts in advance
▸ Add real value to your audience
▸ Use a number in the title to increase engagement
▸ Include descriptive words that are compelling
▸ Back up any assertions with examples and evidence
▸ Make sure there is a clear CTA (call-to-action)

36. INSIGHTS

37. This is a love story
OFFER
IRRESISTIBLE
mail&

38. Hi (name),
I've noticed that you are “seeking opportunities” on your
LinkedIn profile.
I’m Ronan and I’m a coach and trainer - I help people
with everything from identifying suitable roles, to CVs,
LinkedIn profiles, cover letters and interview strategies.
If you’re interested, I’d like to offer you a FREE 15 minute
phone call to show you how coaching can help. My goal
is to offer you as much value as possible in the call. So, if
decide that this is for you, make sure you’re ready for an
intense 15 minutes!
Thanks, Ronan

39. PAID ADVERTISING
▸ LinkedIn ads (display, text, Inmail)
▸ Sponsored updates
▸ Sponsored groups
▸ Job ads for recruiters
livedemo

40. PAID ADVERTISING
How it works
▸ Precision B2B targeting
◦ By job title and function
◦ By industry and company size
◦ By seniority
▸ Set your own budget
◦ Pay by clicks or impressions
◦ Stop your ads at any time
◦ No long-term contracts
◦ No commitments

41. MODEL

42. WHO IS YOUR
Person. Business. Both. Multiple.
MODEL?
WHAT DO
THEY DO?

43. Ad Campaigns
CAMPAIGN TARGETS
CONVERSION TRACKING
EFFECTIVE COPY
CALL-TO-ACTION

44. Ad Measurements
A/B TESTING
MEASURE
OPTIMISE
REPEAT

45. Ad CTAs (CALL-TO-ACTION)
AWARENESS
SUBSCRIPTION
CONTACT
PURCHASE

46. livedemo
PAID ADVERTISING

47. SEARCH

48. SEARCH TERMS
▸ Search for people using keywords.
▸ Send them an INmail - & setup reminder.
▸ Save the search - get the search emailed to you.
▸ term and term
▸ term OR term
▸ term NOT term.
▸ “term“ = exact term.

49. NETWORKING

50. ONE OF THE CHALLENGES IN NETWORKING IS
EVERYBODY THINKS IT'S MAKING COLD CALLS TO
STRANGERS. ACTUALLY, IT'S THE PEOPLE WHO
ALREADY HAVE STRONG TRUST RELATIONSHIPS
WITH YOU, WHO KNOW YOU'RE DEDICATED, SMART,
A TEAM PLAYER, WHO CAN HELP YOU.
Reid Hoffman, LinkedIn Co-founder
LINKEDIN FOUNDER

51. WHAT IS YOUR
PERCEPTION OF
NETWORKING?

52. NETWORKING
How to networking effectively
▸ Build the relationship first without talking business.
▸ Show genuine interest and ask questions.
▸ If possible, offer to help them or introduce them to
someone who could help them.
▸ Ask them for their business card and to connect on
LinkedIn.
▸ Give more than they expect.

53. IT’S NOT WHO YOU
KNOW. IT’S WHO
KNOWS YOU.

54. “WHEN WE WANT TO
INFLUENCE
SOMEBODY, WE'VE
GOT TO KNOW
WHAT ALREADY
INFLUENCES THEM."
Tony Robbins, Coach.
LISTENQUESTIONOFFER

55. IT’S NOT WHO YOU
KNOW. IT’S WHO
KNOWS YOU.

56. JACK OF ALL
TRADES AND
MASTER OF NONE