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Learn LinkedIn Essentials: Profiles, Networking, Business Development
- 2. What we will cover… • LinkedIn 101 • Social Media Best Practices • Profiles 101 • Business Development • Building a Following • LinkedIn Groups • LinkedIn Premium & Sales Navigator • Q&A
- 4. Connie Moorhead Why I am qualified to conduct this training?
- 5. Connie Moorhead • 30 years in business development, marketing and training services • CEO of The CMOOR Group & creator of SecurityCEU.com Social Media Presence: 13,066 Likes 386 Followers 6,321 Connections 331 Followers
- 7. LinkedIn Is: • Most used social platform for Fortune 500 • 500MM+ Members (150MM in USA) • 2 new members each second • 260MM members login each month & 40% of them daily • LinkedIn is 277% more effective at leads than FB and Twitter • Over 3 million companies have company pages
- 8. SOCIAL MEDIA
- 9. Social Media Best Practices What content should I share? • Adjacent content • Tips & Tricks • Responses • Non-promotional information • Job openings How-to & list posts perform the best on LinkedIn.
- 10. Social Media Best Practices How should I share content? • Of 10k most shared articles of last 5 years, only 6% were by influencers. • Posts split into 5, 7, or 9 headings perform best. • Article titles with 40-49 characters perform best. • Articles with exactly 8 images far outperform the rest. • Articles without video perform better than those with video.
- 12. Communications 101 • A business card is not an invitation to be annoying • There are rules when cold calling • Be genuine at all times A Jerk
- 13. Profile
- 14. 5 Tips to a Better Profile • Build your brand • Keywords • Who do you want to be seen as? • Your story • Profile photo • Use your profile link LinkedIn profiles with photos get 21x more views and 36x more messages.
- 15. Keywords 101 • Services you offer • Technical skills • Industries you serve • Business/industry buzzwords • Business skills Keywords are searched in your name, headline, company name, job title, and skills.
- 19. HEADLINES
- 25. Business Development • Keep your company page up-to-date • Use Products & Services spotlight • Solicit recommendations for your products
- 26. Business Development • Grow your network by 5 connections daily • Establish yourself as a an expert in your field • Groups • Posts • SlideShare
- 27. Business Development • Complete & current pages • Part of compliance process • Be responsive • Competitive intelligence
- 28. Profiles
- 29. Profiles • Thorough & honest profile development • Reach out • Link to your profile • Group participation • Share content
- 30. Profile Views
- 33. Recommendations
- 34. Recommendations
- 35. Activity
- 36. Accomplishments
- 37. Endorsements
- 38. Posts
- 39. Groups
- 40. Questions
- 41. Conclusion Thank You! For More Information Contact : Connie Moorhead connie@cmoor.com or 502-254-1590, ext. 101
Editor's Notes
- Launched in 2003.
- What content should I share - A common (and understandable) mistake that many people make as they're diving into social engagement is to limit their content to promotional updates. This is reflective of the traditional marketing world in which all outbound push messaging is just that, but things have changed; now we build our marketing efforts on trust, engagement, and community. There is, of course, a time and place for marketing and promotional messages, but don't limit yourself. Consider broadening your scope a bit. This will make your content more appealing and lessen the burden of creation. Some options for types of updates may include: Adjacent content: It's a pretty safe bet that if someone is following you they're interested in what you offer. It's an even safer bet to say their interests don't stop there. Share content that's tangentially relevant to your business or something involving common interests of your audience. For example, if you are a clothing retailer, you could post about up-and-coming beauty trends or news from a major designer. These topics quite likely directly align with the interests of your audience. Tips and tricks: Add value to the conversation by sharing content that will make your customers' lives easier (bonus points for tips and tricks that help them use your products or services). Responses: Not every update has to stem from original ideas of yours; you can bounce off the ideas that other people are already posting. Social media relies on conversations, so jump in and be a part of them. You can even look for Twitter chats that are relevant to your brand and dive in. (This is also a good way to get your account and brand more visibility.) Non-promotional company information: If your company does amazing volunteer work in your community, don't be shy about sharing it! If there's a rather impressive showing at the company Halloween party, you definitely want to share that. Giving a sneak peek into the culture and community within an organization goes a long way to building relationships by humanizing the brand. Social media provides a fantastic way to go about this. Job openings: Social channels can be an incredibly fruitful place to find new talent and publicize job openings. Job seekers are increasingly using social media as a way of learning about companies and their open positions; it's a match made in Internet heaven. Get those listings out there and be sure to highlight the most important ones.
- What content should I share - A common (and understandable) mistake that many people make as they're diving into social engagement is to limit their content to promotional updates. This is reflective of the traditional marketing world in which all outbound push messaging is just that, but things have changed; now we build our marketing efforts on trust, engagement, and community. There is, of course, a time and place for marketing and promotional messages, but don't limit yourself. Consider broadening your scope a bit. This will make your content more appealing and lessen the burden of creation. Some options for types of updates may include: Adjacent content: It's a pretty safe bet that if someone is following you they're interested in what you offer. It's an even safer bet to say their interests don't stop there. Share content that's tangentially relevant to your business or something involving common interests of your audience. For example, if you are a clothing retailer, you could post about up-and-coming beauty trends or news from a major designer. These topics quite likely directly align with the interests of your audience. Tips and tricks: Add value to the conversation by sharing content that will make your customers' lives easier (bonus points for tips and tricks that help them use your products or services). Responses: Not every update has to stem from original ideas of yours; you can bounce off the ideas that other people are already posting. Social media relies on conversations, so jump in and be a part of them. You can even look for Twitter chats that are relevant to your brand and dive in. (This is also a good way to get your account and brand more visibility.) Non-promotional company information: If your company does amazing volunteer work in your community, don't be shy about sharing it! If there's a rather impressive showing at the company Halloween party, you definitely want to share that. Giving a sneak peek into the culture and community within an organization goes a long way to building relationships by humanizing the brand. Social media provides a fantastic way to go about this. Job openings: Social channels can be an incredibly fruitful place to find new talent and publicize job openings. Job seekers are increasingly using social media as a way of learning about companies and their open positions; it's a match made in Internet heaven. Get those listings out there and be sure to highlight the most important ones.
- A business card is not an invitation to be annoying: We've all likely seen this happen: the business-card crop duster. The high-speed networker at an event circling the room like a Roomba looking to collect and distribute as many business cards as they possibly can. LinkedIn requests are immediately sent, likely without a personalized email, and invites are sent for a bunch of groups, events, or even to download their eBook. Please don't be that person. :-) Cold mail: You might find someone on LinkedIn with whom you'd like to get in touch. If you do, use a personalized approach and give context to the email you send. Let them know who you are and why you would like to connect. (Your "why" should never be because you have something to sell.) Be genuine: In every interaction you have on LinkedIn, be yourself as much as you possibly can. When connecting with someone else, avoid sending the standard "I'd like to add you to my professional network on LinkedIn." Not only is it less likely to be accepted, you may even get marked as spam, resulting in your inability to send future connection requests. Personalized interactions make the other people feel like you actually value and care about them and take interest.
- Your profile is all about building your personal brand
- Services you offer – managed services, business continuity, disaster recovery, networking, cyber-security, technical support, training, etc. Technical skills – platforms, tools, certifications, languages, software, etc. Industries you serve – healthcare, accounting, government, security, etc. Business/industry buzzwords – HIPAA, BYOD, CPP, etc. Business skills – leadership, management, project management, strategy, business development, planning, communication, etc.
- Complete your company page and ensure it is always up-to-date. If you change your structure or have company news to share, be sure you're updating your company page on LinkedIn; this will update in your followers' newsfeeds. Make updating your LinkedIn page part of the compliance process when fundamental updates occur at your company, as LinkedIn is often a source of truth for individuals doing research. Make sure to respond to your posts, reviews, and questions. If a user leaves a product review, thank them. If they have a complaint, address it. Answer questions and offer advice and assistance. LinkedIn can be an amazing source of competitive intelligence for your business. Follow your competitors' pages and watch for their news, updates, and employee changes. Certain exits and job openings can provide insight into strategic direction.
- Complete your personal profile thoroughly and honestly. One of the biggest offenses I see in Profile development is not putting business contact information on the profile or not keeping contact information current! Find your connections and reach out. Every once in a while, pick someone you haven't talked to recently and send them a note—without needing anything—just to say hi or share something interesting that you think they'll enjoy. Link to your profile from your blog, Facebook, and/or Twitter accounts to help people find your profile. (In fact, if the content being shared is relevant, link back to those pages from your LinkedIn profile. Keep in mind, though, that those links might draw hiring managers to those associated pages.) Participate in Groups. Your personal authority and trust can be boosted, leading to new opportunities, leads, and connections. Note that this functionality is currently only available to individuals. As LinkedIn continues to become a place for people to share quality content, we will see more engagement around that content. Be a part of that movement: Share your own content and share high-quality content from others.