LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare. Contents: 1. Individual Setup 2. Individual Publishing (Long-form posts) 3. Who’s Viewed Your Profile 4. Advanced Search 5. Groups 6. Premium Members 7. Company Page Setup 8. Company Publishing (updates) 9. Self-serve Ads 10. Marketing Solutions

1. for B2B lead generation
2015

2. CONTENTS
1. Individual Setup
2. Individual Publishing
(Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing
(updates)
9. Self-serve Ads
10.Marketing Solutions

3. 1. Individual Set Up

4. a. Create an account

7. If you used a Gmail account

12. Your profile,
so far…

13. b. “Complete” your profile
Profile completeness – To get “All-Star”:
• Your Industry and Location
• An up-to-date Current Position (with a description)
• Two Past Positions
• Your Education
• Your Skills (minimum of 3)
• A Profile Photo
• At least 50 Connections

14. WHY? When people search in LinkedIn, the following are taken
into account (in this order):
• Profile completeness AND relevancy to the searcher
• Connections in Common
• Level of connection (1st, 2nd, then 3rd) – So connect to as many people as you can
because this makes it more likely that you will have a connection to the searcher
• Shared group members
Profile completeness is your trump card!!
Without a complete profile, connections and groups don’t matter – you’ll be invisible
when searched.

15. Skills
• Minimum 3
• Maximum of 50
• Use a good number as
these are searchable
and our connections
can endorse us for
these skills.

16. Continue…
• Fill out as many of the
blue (optional) sections
as you can right now to
get a good start.
• But don’t worry you
can fill everything out
later as well.

17. Photo
• Be sure to add a profile
photo as profiles with
photos receive 14x
more views.

18. Photo
• Friendly,
professional
• Head & Shoulders
• Off-center (rule of
thirds)
• Solid background
• Appropriate attire
(not distracting)
• Good lighting
• Angled from
slightly above
(more flattering)

19. Get even more views
• Complete as many of the optional sections as you can
• Skills & Endorsements – 15x more
• Summary – 7x more
• Experience – 12x more
• Volunteer experience – 6x more
• Add Media (i.e., presentations, videos, pictures)
• Get Recommendations
• Continue adding to your profile until you reach ‘All-Star’ status!!!

20. LinkedIn Search Engine Optimization (LSEO)
1. Choose your career Keyword(s), what word(s) sums you up professionally? Two or
three word Keywords are fine. (Google Trends, Keyword Planner…)
2. Add your Keyword phrase to your Profile naturally. It should be in your Headline and
feature prominently in your Description.
3. Your chosen Keyword should ideally be one of your Skills. If it isn’t then create a Skill.
Get Endorsed for that Skill.
4. Your chosen Keyword should feature somewhere in your Recommendations. If you
solicit Recommendations, ask for them to specifically include your Keyword.
5. Tune your Profile. Do a search on your Keyword in the People search. Look at the
Profiles that rank ahead of you and figure out why they rank higher.
6. Monitor your Keyword ranking. You can see how well or poorly you are ranking by
checking the “Top Search Keywords” if you are a Premium member.

21. Keywords with high traffic:
• Financial consultant
• Financial planner
• Portfolio management
Get even more views
Good traffic but not as competitive:
• Local financial consultants
• Financial consultant firm
• Personal financial consultants
• Financial services consultant
• Financial planning consultant
3+ word phrases can be easier to win

22. Does your name appear in
Google search results?
• Google loves LinkedIn and it ranks
higher than all profiles.
• Since 94% of people only look at
the first page of results, you want
to be on the first page ideally and
optimizing your LinkedIn profile is
your best chance to do that.
Unfortunately
that’s not me –
more work to do

23. • As well as completing your profile, these tips can help you improve
your LinkedIn public profile’s “Google Page Rank”:
• Create a Public Profile and make it visible to everyone in your Profile Settings.
• Customize your Public Profile’s URL to be your actual name.
• Use your Customized Public Profile URL generously around the the web

28. Badges
• Add badges or just
the hyperlink to
your personal
websites, email
signatures etc.

29. c. Promoting your Company

30. Contact Information
• Add your ‘Company Website’
• Add a link to you Company
LinkedIn page by choosing
‘Other’

31. Co-promote your colleagues
on LinkedIn
• Connect with your colleagues
• Follow colleagues who you’d like to
follow (in order to see their updates
and personal blog posts)
• Like or Comment on their updates
and blog posts
• Share your colleagues posts on
Twitter, FB, Google+ and Linkedin
using the share icons.

32. Sharing colleagues’ blogs on
LinkedIn
• Share to the Public or just your
connections
• And Share to your Groups

33. Promote your company on LinkedIn
• Follow your company page, then:
• Share, Like or Comment on company updates - your connections may see this and may choose
to follow the company as well.
• Share company updates to your Groups as well. This will really help to magnify the reach of the
company posts.

34. Promoting your company elsewhere
• Share company updates on your various social media profiles
• Facebook and Facebook Groups
• Google Plus and Google Plus Communities
• Twitter (this can be done directly from LinkedIn)
• Link to the company LinkedIn page from
• Personal blogs
• Email signatures
• Personal newsletters
• Business cards

35. 2. Individual Publishing - Long Form Posts
• Only social network with a
built in blogging platform
“PULSE”

36. Blogging Goals: Increased Discoverability; Increased Authority
• When you publish a long-form post on LinkedIn:
• Your original content becomes part of your professional profile. It is displayed on the Posts
section of your LinkedIn profile.
• It's shared with your connections as well as ‘followers’.
• Members not in your network can now follow you from your long-form post to receive updates
when you publish next.
• Your long-form post is searchable both on and off of LinkedIn.
• Note: This feature has been slowly rolled out. It was initially offered to just 25,000
members, and then to “All-Stars,” and now geographically.
AND it’s only available from personal profiles, not your company page.

39. How long-form posts published on LinkedIn are distributed:
• They're shared with your connections and followers
• Members who aren't in your network can follow you once you start publishing
• Engagement in the form of likes, comments, and shares will distribute your
content beyond your immediate network.
• Your long-form posts are searchable both on and off LinkedIn.
Note: Long-form posts are public and can be seen by anyone, even those without
LinkedIn accounts.
• High-quality long-form posts may be distributed beyond your connections and
followers, through channels such as LinkedIn Pulse or beyond LinkedIn on partner
sites

40. Increase distribution by:
• Sharing your long-form post across Facebook, Google+, Twitter etc. by using the
share buttons on the top and bottom of the post.
• Sharing on relevant LinkedIn Groups. Note: Limit sharing to 1 or 2 groups to
prevent your post from being perceived as spam.
• You can build your reputation and your follower base by:
• Publishing frequently
• Engaging with other members by liking and commenting on other long-form posts

41. 3. Who’s Viewed Your Profile
New Leads
• View their profile and contact them if they
are a good fit for your service/product

42. • You can:
• Message 1st level connections
• Connect with 2nd, 3rd level connections
• InMail non-connections (need Premium)
• 5 days with the Free account, 90 days with
a Premium Account

43. 4. Advanced Search
• Excellent targeting (i.e., owners and location ranges)
• Can use Boolean indicators (+, AND, OR, NOT)
• Premium members can access more search options

44. Example
• Targeting using:
• Title (Boolean indicator “OR” used)
• Radius (100 mi)

45. • Related results to your field will
show because LinkedIn wants your
search results to be relevant to
you, but you can filter further by
industry etc.

46. • Searches can be saved and set to
be emailed to you once a week or
monthly

48. • Where to find your Saved Searches

50. • Best connections are 1st, 2nd, 3rd level
connections or fellow group members
• 1st level you can message directly
• 2nd you can ask for an Introduction, ask to
Connect or send an InMail (Premium)
• 3rd you can send an InMail (Premium) or
Ask to Connect
• Group members can be messaged
directly from within Groups.

51. Group members can be sent messaged directly
from within the Group
Go to the members list, hover over the names
to see the “Send Message” button
Click on it and create your message.
a. Direct Message (1st connections & group members)

52. b. Ask for an Introduction (2nd connections)

53. c. Ask to Connect (2nd, 3rd and Non-connections)
To personalize an invitation ‘Connect’ from their profile page

54. 5. Groups
• Join groups where your prospects are
– i.e., geographical, investing,
financial
• Can join up to 50 with a free account
and most of these are open groups

55. a. Find groups

56. b. Join the right groups
• Check the number of members as well
as how active they are (discussions)
• Filter further using the search filters

57. • Click on the groups you’re interested in
to find out more
• Some groups are Open, meaning you
can join it right away and participate,
while others are Private and will
require approval (see screenshot)

58. c. Bypass the Gatekeepers
• Once you’ve joined, you can view
people’s profiles of those in your group
AND they can view yours
• You can also MESSAGE THEM
DIRECTLY– no need for introductions,
to ask to connect, or to send an InMail

59. Strategy: 20 minute coffee break routine
• Send your prospecting message – 20/day (20 minutes)
• There will be a few people that won’t allow you to do this (set in their preferences)
• Test your messages and make sure you DON’T SELL. LinkedIn will penalize.
• Instead offer them education or free offers if they fill out your form. Let them know what
they’ll learn.
• These messages appear in LinkedIn and their emails and receive a 300% higher open rate
because it’s from a professional network.
• No more than 200 per day or you will likely get warned.
• Outsource it if you don’t have the time.

60. • If you have something relevant to
share with an large and active group,
by providing regular, useful
information you can be seen as
leader in the group.
• Share at least 1-2x per week.
• Share from the main Groups page
using the dropdown or within the
group itself.
c. Become a Leader: Share with your groups

61. 6. Premium Accounts
• Business Plus

62. • Sales Navigator
• Professional or Team

63. 7. Company Page Set Up

64. a. Company Page optimization
• Edit your company page
• Interests > Companies > Manage your page
• Edit Page

65. • Description
• NOT sales-y – Focus on your value
proposition and writing for your target
market.
• 2,000 characters so there’s a lot of
room to get a lot of good keyword
phrases in. These descriptions are
searchable which is KEY.
• First 2 lines are also key because they
appear before the ‘Read More’ link
• Main Company Industry
• Pick carefully

66. • Company Specialties (KEY)
• These are searchable so you’ll want
to pick the most relevant ones and
add several so there are more
opportunities to be found – use
synonyms.

67. • Company Page Admins
• These people have access to edit the company page and add updates.
• Admin must be connected to person to include them as an admin
• You might want to limit this to your “writers” or even just one “convenor”

68. b. Promote your Company Page offsite
Link to your company page from:
• Your website
• Other company social media profiles (i.e., Facebook, Twitter, Google Plus) – add link
• Other company marketing materials (i.e., newsletters)

69. 8. Company Publishing - Updates
Follow the 80/20 rule
• Share interesting, relevant articles or other content
(i.e., videos)
• You can share a combination of your own material as
well as other relevant links
• For every 8 you share, you earn the right to share 2
self-promotional posts (4:1 ratio)
• Pin your best updates to the top
• You can also “Sponsor Updates”
(covered in the next section on LinkedIn Ads)

70. Share a variety of content (mainly non-promotional)
• Local business focused content
• Local area news
• Local events
• Company news and events
• Educational material
• Industry related content
• Quotes, videos, pictures
• Answer questions
• Promotional Content

71. Share with all of your followers or select a target audience
(minimum 100 followers)

72. 9. LinkedIn Ads - Self-serve Ads
• Why use LinkedIn Ads?
• Excellent targeting (by company,
seniority, job titles…)
• Ads are displayed on high traffic
pages of LinkedIn.com
• Homepage
• Profile page of other members
• Search results – when searching for
members
• Groups – page you see when you go to
your groups

73. • Goals: Lead Generation and/or Branding
• NOT selling
• Offer free trials, free whitepaper, free educational material/training

74. • Use a Business Account so you
can separate billing and ads
information from your personal
account
• Can also use your Business
Account to manage multiple
clients (*)
a. Set up a Business Account

76. b. Create a Campaign
• Choose Between:
• Create a Text ad – Appear on high profile pages of LinkedIn.com
• Sponsor Content – the only ad type to get access to mobile users (extremely
important!). These ads are simply posts that you can sponsor to show up in the news
feed timelines of those within your target audience.

77. • Text Ad

78. • Sponsored Update

79. • Preview of sponsored
content in the updates.

80. c. Text Ad Creation
• Creating a great text ad:
• Relevant
• Clear
• Compelling
• Offer benefits, downloads, free trials, product demos
• Strong calls to action: “Try”, “Download”, “Sign Up”, “Request a Quote”. But don’t SHOUT!!!
• Try variations – 3-4 variations per campaign testing different images, text, calls to
action (and keep rotating new ones in and discarding the worst)

81. • Ad Structure
• Headline – 25 characters
• Image – 50 by 50 pixels (can increase CTR by 20%)
• Description – up to 75 characters
• URL (landing page) - relevant
• From – your name or company
• Ads need to be approved (usually within 24 hours)

82. d. Identify your Target Market
• Geography (up to 10 regions, sub-
regions or countries)
• Company name or company category
• Industry (17 to choose from)
• Company size (1 – 10,000+)
• Job title
• Job function (choose up to 10)
• Seniority
• School
• Skills
• Age (not recommended as most don’t list
– seniority is better)
• Gender
• Groups (up to 80% belong to at least one
group) – target those with a common
theme (you don’t have to be a member)
• Languages
NOTE: make sure you don’t filter so much that your audience
gets too small. Over 100,000 would be a good guideline.

88. LinkedIn Ads
• Budgeting
• What’s your total budget
• Number of campaigns based on that budget
• Max daily budget (note that change isn’t instantaneous so can be charged for
additional clicks or impressions – sometimes up to 20% over daily budget)
• CPM [cost per impression (1000 impressions) (branding)] or CPC – [cost per
click (leads)] and how much you are willing to bid
• Length of time

89. • Minimum CPC is $2.00/bid
• Minimum CPM is $2.00
• CPC – only charged when
clicked and your ‘Actual’ CPC
can be lower than your
‘Max’ CPC

90. LinkedIn Ads
• How Auctions Work
• Choose within the suggested range or just outside it
• You’ll only pay 1 cent more than closest next bidder.
• So if Max CPC is 3.00 and someone bids 2.50, you’ll only pay 2.51.
• Can better ads win out over less relevant but higher bidding ads?
• Yes, if you have an ad that gets a better than average CTR (> 0.3%), then your $2.50 bid
can beat out a $3.00 bid. If it falls below 0.3% though, you’ll get poorer placements.
Refresh your ads often so they don’t get stale.
• Your costs will change based on the level of competition as it is an auction.

91. LinkedIn Ads
• Tracking Results
• Track results from the LinkedIn Ads dashboard
• Clicks
• Impressions
• CPC and total spent
• CTR (click through rate) – 0.30% or higher is good according to LinkedIn –
need relevant and appealing ads, properly targeted.
• Campaigns that are performing poorly can be turned off.

92. LinkedIn Ads
• Dashboard

93. LinkedIn Ads
• What to expect
• For Text Ads, expect click through rates between .015% and .05%, with those above
0.035% being considered above average, and enjoying a quality score boost.
• For Sponsored Updates, the price tag is higher (i.e., $16-$24 CPM), but these carry a
higher CTR (between .2%-.8%).

94. LinkedIn Ads
• Comparison with Google AdWords and Facebook Ads
LinkedIn Google Facebook
Cost Minimum is higher (2.00) Usually over 1.00 Cheapest
Targeting People, but more
powerful (title, seniority,
company…)
Keywords, locations People
Timeliness Not timely Best, because people are
actively searching
Not timely
CTR 0.05-0.06% average Best because of
timeliness (0.08%)
0.035% average
Other Best for B2B leads Biggest Network,
Retargeting
Variety of options

95. 10. Marketing Solutions – Managed
“Marketing Solutions” / Managed by a LinkedIn rep.
https://business.linkedin.com/biz/marketing-solutions.html
1. Lead accelerator (minimum budget - $25,000)
• Commission-based sales team manages your campaign
• CPM only, starting at $12 CPM
2. Sponsored InMail (sending InMails to your target market)
3. Network Display Ads

96. • Lead Accelerator (rep. needed)
• Nurture prospects across the Web with
relevant content through targeted display
and social ads, including Sponsored Updates
• Sequence ads and content based on who
your prospects are, and what they’re doing
on your website
• Capture better leads by focusing only on
your highest value audiences
• Use A/B testing to optimize your ads,
messaging, and nurture streams

97. • Sponsored InMails
(rep. needed)
• Highly targeted messages right to your
target market’s inboxes
• Only delivered when members are
active on LinkedIn.

98. • Display Ads (rep. needed)
• Reach a high-value audience of
business professionals on and off
LinkedIn
• Target just the right people to increase
brand awareness with those who
matter most
• Drive quality traffic to your site and
measure the exact impact of your ads
• Specs.
http://adspecs.liasset.com/category.php?category=
LinkedIn+Network+Display

99. Rocketseo.ca