SlideShare a Scribd company logo
Help Me Get More
Out of LinkedIn!
Sheila Scarborough - @SheilaS
Tourism Currents -
@TourismCurrents
No Magic Beans!
Photo credit rich13 Flickr CC
Any marketing strategy asks....
What are your goals?
Who is your market?
Where can you get in front of
that market (including online?)
What are your
organization's goals?
How do you think your
LinkedIn presence might
support them?
Social media isn't the place to
be "sales-y"
BUT
That doesn't mean that
Likes/followers can't become
sales opportunities & leads
"Hand out
knowledge, not
brochures"
Real Lawyers Have Blogs
Social media for B2B is like a trade show
Photo credit siebenthalercreative Flickr CC
Your LinkedIn Trade Show Booth
People's
personal
profiles and
activity on
LinkedIn
Organization's
LinkedIn
Company
Page
New to LinkedIn ....
Publishing from your
personal profile
LinkedIn
Company
Pages
New to LinkedIn ....
"Showcase" sub-pages
for your
LinkedIn Company
Page
How People Can Help Pages
Help create Page content (or at least ideas)
Like & Share Company Page updates
Tag the Page in their personal updates
Tell their other networks about it
"Hand out
knowledge, not
brochures"
Real Lawyers Have Blogs
No Magic Beans!
Photo credit rich13 Flickr CC
Thanks very much!
Sheila
Scarborough
Tourism Currents
@SheilaS
@TourismCurrents

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How to Get More Out of LinkedIn

Editor's Notes

  1. There's more to LinkedIn than uploading your resume and waiting for something to happen.
  2. There are no magic shortcuts to building human relationships, which is what you're doing on LinkedIn.
  3. Don't lost sight of your overall marketing goals.
  4. Stop sign in Chickasaw.
  5. Know what you are trying to accomplish on LinkedIn!
  6. The social web has upended much of the traditional sales funnel. People are doing their own research ("self-qualifying") before they ever connect with you. Do you have enough information out there to help them decide to email or call you?
  7. There are a squillion social media platforms and tools. Stay focused.
  8. You can have more than one booth on the B2B trade show floor, too (Twitter, Facebook etc.) but for now we'll focus on LinkedIn.
  9. Two sides to a LinkedIn "booth" – they feed each other. Your presence on LinkedIn is an ecosystem.
  10. Elements of a strong profile: MUST have a photo Good headline – "What do I do?" Brand link should be to an active Company Page. Give people many ways to contact you. Don't miss SEO opportunities & anchor text in the links to your website, blog, etc. Your summary should be a quick, punchy, skimmable read, NOT your boring resume-speak.
  11. The power of LinkedIn is in the Groups.
  12. Quote from Kami Huyse – don't build a network and then never talk to it.
  13. My first post on the LinkedIn publishing platform. Went pretty well, but I haven't yet figured out how much time to give it or how to incorporate it into my business strategy. Lots of possibilities, though.
  14. Your brand storefront on LinkedIn, similar to Facebook Pages.
  15. Elements of a strong Company Page: Big images at top (can have more than 1) Product & Services tabs (now defunct as of 14 April 2014.) Customize your description. Those are all keywords and help in search. Regular updates (use photos & video in them)
  16. These replace Product and Services tabs.
  17. Microsoft LinkedIn Showcase Page as example.
  18. Microsoft LinkedIn Showcase Page as example, (cont)
  19. Microsoft LinkedIn Showcase Page as example, (cont.)
  20. Your staff's personal networks are important for supporting your Company Page.
  21. Takes time to build a Company Page following (4-6 months.) Consider buying LinkedIn Sponsored posts to get more visibility. Warning: they're expensive.