The document provides a comprehensive guide on using LinkedIn as a powerful marketing tool for individuals and businesses. It covers topics such as building effective personal and company pages, optimizing profiles, best practices for networking, and practical tips for local marketing. Additional resources and tools are also shared to enhance users' LinkedIn presence and engagement.

1. Become a LinkedIn Expert
Build a Marketing Plan that Increases Business
Hosted by:
Jake Lieberman, Lead Gen & Marketing Analyst
Catherine Schutten, Content & Brand Strategy

2. Local online marketing
made simple
What We Will Cover Today
 A 5-minute “beginner’s guide”
 Build great personal and company pages
 Optimizing your pages and content
 Best practices and etiquette
 Tips and tools
 Additional resources

3. A Beginner’s Guide
to LinkedIn

4. Local online marketing
made simple
 The largest social network for professionals
 Currently there are 313 million members,
including senior-level decision-makers
 Two new people sign-up every second
Background & StatisticsA Beginner’s
Guide

5. Local online marketing
made simple
 41% of users have 500+ connections
 Who’s Viewed Your Profile? is #1 feature
 There are 4 million Company Pages
Background & StatisticsA Beginner’s
Guide

6. Local online marketing
made simple
 Press pickup is an influential marketing vehicle
 94% + of journalists and editors use LinkedIn
A Powerful Tool for Media Exposure
A Beginner’s
Guide

7. Local online marketing
made simple
A Powerful Tool for Partnerships
 As a professional social network, LinkedIn is
the ideal platform to seek out opportunities
 Be selective/strategic with partners: key
industry players have more impact
A Beginner’s
Guide

8. Local online marketing
made simple
A Powerful Tool for Networking
 Make an effort to connect with everyone you
know professionally
A Beginner’s
Guide

9. Local online marketing
made simple
A Powerful Tool to Find Customers
 Company Pages and Groups allow your
business to be discovered by members
 Start building relationships with prospective
customers
A Beginner’s
Guide

10. Build a Great
Personal Page

11. Local online marketing
made simple
Build a Great
Personal Page Why Create a Personal Page?
 People are searching for you – if you’re not on LinkedIn,
you can’t be found
 Power your business
 Learn and share

12. Local online marketing
made simple
HEADER IMAGE
 Share your mission,
school-pride, activities
you enjoy, causes you
are passionate about
PROFILE PICTURE
• Recent, professional-
looking photo
• Portray credibility
and confidence
• Don’t use your
business’s logo
Sample Profile
Build a Great
Personal Page Example
HEADLINE
 120 characters that feed into
search
 Use keywords to create your
value proposition

13. Local online marketing
made simple
Other Available Profile Sections: (if applicable)
 Summary
 Organizations
 Honors/awards, test scores, courses
 Patents
 Publications
 Certifications
 Interests
 Personal details
 Advice for contacting
 Volunteering
 Projects
 Languages
 Skills and endorsements
 Education
 Recommendations
Sections You Can Include
Make sure your profile is
completely filled out!
Build a Great
Personal Page

14. Local online marketing
made simple
 Don’t miss out on opportunities because
people can’t get in touch
 3 places to include contact information:
1. Top box of your profile
2. Bottom of summary
3. Additional information
Contact Information
Build a Great
Personal Page

15. Build a Great
Company Page

16. Local online marketing
made simple
 Raise brand awareness
 Promote career opportunities
 Educate potential customers
Why Create a Company Page?
Build a Great
Company Page

17. Local online marketing
made simple
 Write a compelling summary (keywords!)
 Your products and services
 Use dynamic photos for your cover image to
grab attention
Always Include
Build a Great
Company Page

18. Local online marketing
made simple
Showcase Pages
 Ideal for spotlighting a brand, business unit or initiative
 Allows you to have a different message than your
Company Page
 You control the audience segments it reaches
Build a Great
Company Page

19. Local online marketing
made simple
Showcase Page Example
Build a Great
Company Page

20. Strategies to Optimize
Your Pages and Content

21. Local online marketing
made simple
 Make sure your profile is as complete as
possible
 Customize your public profile URL
 Show work samples and get endorsed
Optimize Your
Pages Personal Page

22. Local online marketing
made simple
 Be consistent with your branding standards
 Include images, banners and videos
 Link to a webpage
Company Page
Optimize Your
Pages

23. Local online marketing
made simple
 Four ways to update your network:
1. Status
2. Links
• Titles < 70 characters
• Descriptions < 250 words
3. Photo
4. Video Link
Post Regular Updates
Optimize Your
Pages

24. Local online marketing
made simple
 Members can search for: employee
candidates, freelancers, industry experts, etc.
 Show up more often in searches
 Increase your chance of being discovered
SEO
Optimize Your
Pages

25. Local online marketing
made simple
 Videos
 SlideShare presentations
 Photos from conferences
 Screenshots of published articles
 Press releases
 Sell sheets
 Designed products
Use Rich Media
Optimize Your
Pages

26. Local online marketing
made simple
 Practical, data-driven articles
 Self-improvement content related to
practical topics is most popular
 Popular topics:
 Career development
 Leadership
 Management
 Marketing
 Customer service
 Industry-specific
Write About Compelling TopicsOptimize Your
Content

27. Local online marketing
made simple
 Crucial to success of story
 Image and headline should work together
 Entice members to click on your post from
their newsfeed
Use Impactful Headlines and ImagesOptimize Your
Content

28. Local online marketing
made simple
 Always include a call-to-action at the bottom
of your article
 Keep it simple
 Direct traffic to a compelling landing page
Close with a Call-to-ActionOptimize Your
Content

29. Local online marketing
made simple
Plan Publishing Times
 Different social media platforms work well
at different times
 Downtime during office hours works well for
catching people who have a few spare
minutes to read
 Don’t post on weekends or holidays
Optimize Your
Content

30. Best Practices &
Networking Etiquette

31. Local online marketing
made simple
Open NetworkingBest Practices
& Etiquette
 Pros: larger network, more connections
 Cons: spam, impersonal network
 Communication tips:
1. Lead with a commonality
2. Quickly get to the point
3. Explain your qualifications
4. Action item

32. Local online marketing
made simple
Exclusive NetworkingBest Practices
& Etiquette
 Only connect with members you know
 Pros: personal connections,
quality vs. quantity
 Cons: smaller network,
less reach

33. Local online marketing
made simple
 Be identifiable
 Check out who has viewed your profile
 Find new connections (and connect with old
ones) by using the Contacts tool and Groups
Networking EtiquetteBest Practices
& Etiquette

34. Local online marketing
made simple
 Help others while helping yourself
 Recommend colleagues and vendors you
have done business with
 Recommending others without a request
verifies their skills and social profile proof
Recommend ColleaguesBest Practices
& Etiquette

35. Tips & Tools
For Local Businesses

36. Local online marketing
made simple
Join Targeted Groups
 Groups span all industries
 Generate discussions or message individuals
 Many groups have 10,000+ members, an
ideal opportunity to spread the word about
your business and build your network
Tips & Tools

37. Local online marketing
made simple
 Add your Twitter account and feed your
LinkedIn posts to Twitter
 Include your Twitter handle in your profile or
pages to create cross-promotion
 Incorporates real-time services (search)
TwitterTips & Tools

38. Local online marketing
made simple
 Import your WordPress blog to your profile
OR use RSS feeds for other platforms
 Good way to repurposing content you have
already created
Tips & Tools Synch Your Blogs

39. Local online marketing
made simple
 Target by audience
 Choose different formats
 Sponsored updates
 Text
 Banner
 Video
Create Ad CampaignsTips & Tools

40. Local online marketing
made simple
Create Ad CampaignsTips & Tools
Creative
Targeting

41. Local online marketing
made simple
 Meet face-to-face with your network
 LinkedIn will call out popular events in your
industry and highlight your connections
that are attending
Create EventsTips & Tools

42. Local online marketing
made simple
 Find and vet vendors through the network of
your peers
 Trade service recommendations with peers
 Provides quality assurance
Find the Right VendorTips & Tools

43. Local online marketing
made simple
 Find mentors, potential investors or
professionals interested in franchising
opportunities
 Keeps your business top-of-mind
Expand Your BusinessTips & Tools

44. Local online marketing
made simple
 Review past comments for items you need
to follow-up on
 Search for conversations by keyword and
add your comments
 The links you comment on can spark ideas
Search CommentsTips & Tools

45. Additional
Resources

46. Social Inbox
Visit localvox.com/solutions/social-inbox for a free demo!
 See entire conversations on
1 screen
 Smarter metrics
 Enhanced photo-sharing
capabilities
 Link all your networks

47. Enter today! localvox.com/nextbigsmb
1 grand prize winner will receive
$15,000 worth of free marketing services!
20 runner-ups will get a free 6-month subscription to LocalCast.

48. Simple, Effective and Affordable
Local Online Marketing
 Search
 Social
 Mobile
 Email
 Advertising
 Website
 PR
 Lead Gen
Enter our next big SMB contest
at localvox.com/nextbigsmb

49. MORE RESOURCES
E-Books
Blog Posts
White Papers
Research
Templates
localvox.com/resources

50. Questions?
Please use the chat feature to ask
your questions