Using LinkedIn for Service-Based B2B Industries


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Spotlight Communications shares how you can use LinkedIn for your service-based B2B company. This easy how-to will guide you through how to become a LinkedIn "All-Star." Additional information will help those looking to make the most out of their LinkedIn company page.

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  • Build a Strategic Network: Identify the top 25-50 people who can help you achieve your goals. Examine various industry-related groups and reach out to thought leaders in the environmental services industry to increase the likelihood of future partnerships.
  • Receive recommendations & endorsements: At least two recommendations are necessary for LinkedIn to consider your profile 100% complete, or all-star status. Recommendations also provide details and credibility missing from the newer endorsements. The best way to get endorsements is to endorse others and they will reciprocate.
  • Using LinkedIn for Service-Based B2B Industries

    1. 1. 535 Albany St., Suite 200 | Boston, MA 02118 | t 617.423.0040 f 617.507.6137 | LinkedIn Training For B2B Companies
    2. 2. What is LinkedIn? LinkedIn is the world’s largest professional network with members in over 200 countries around the globe. LinkedIn continues to exert a powerful influence on connected job seekers, brands, recruiters and industries. There are over LinkedIn users!
    3. 3. Logging In No account? Join LinkedIn here. Already have an account? Login here.
    4. 4. Before we Begin Step 1: Create a Custom LinkedIn URL Step 2: Add Your Email Address Step 3: Edit Your Activity Broadcaster Three Steps to a Successful LinkedIn Profile
    5. 5. Create a Custom LinkedIn URL Set a custom URL for your public profile so it is easy to remember. It should just be your name (use your middle name or initial if your name is common.) Add at least 50 connections before creating a custom URL. Custom URL
    6. 6. Add Your Email Address Add all of your email accounts, to ensure that users can find you through the search tool. Step 1: Click “Edit Contact Info” box on lower right corner. Step 2: Add all relevant email addresses. Then, choose your primary email address.
    7. 7. Edit Your Activity Broadcaster Turn off your Activity Broadcaster while you are editing your LinkedIn profile. The Broadcaster posts a notice about any changes you make to your profile into your status updates, every time you hit save, so make sure to turn this off. Step 1: Click “Edit Contact Info” box on lower right corner. Step 2: Click on “Turn on/off your activity broadcasts” under the Primary Controls section. Step 3: Uncheck the Activity Broadcasts setting.
    8. 8. Getting Started What are the essential elements of a successful LinkedIn page?
    9. 9. Example of an Optimized LinkedIn Profile Professional Photo Status Update Post 1 or 2 times a day. You can share other people’s updates, or write your own. Name and Headline Connections Add people to your network – you want AT LEAST 100 connections! Custom URL
    10. 10. Example of an Optimized LinkedIn Profile, cont. Current Employer Recommendations Be sure to ask employers, colleagues and friends for relevant recommendations.
    11. 11. LinkedIn Company Pages There are over Companies on LinkedIn!
    12. 12. Why Use a LinkedIn Company Page? Company pages connect your business with millions of professionals. It’s the centralized location where millions of LinkedIn members can stay in the loop on company news, products & services, business opportunities, and job openings. Followers of your Company LinkedIn page will include purchasing professionals, current clients, job seekers, interested observers and most importantly, potential customers!
    13. 13. Why Use a LinkedIn Company Page, cont. Status Updates allow you to engage directly with existing customers and potential prospects. Customer Recommendations provide an authentic endorsement of your products and services, making it easy for prospective customers to feel confident about doing business with you. Career Opportunities can be showcased, along with the spotlighted employees and a view into your company’s culture.
    14. 14. Adding Yourself to the MCE Company Page Employees are linked to a Company Page when they add or edit a position on their profile and select a specific name from the company dropdown list. Note: If you don't click a company name in the dropdown list, you won't show as affiliated to the Company Page. Step 1: Click “Edit” to the right of your profile picture. Step 2: Click on the Blue pencil to the right of your current title. Step 3: Enter your company name “Mill City Environmental” and wait for a drop-down box to appear, then choose it to make it active on your profile. Outcome: Once you view your profile page, the green and black MCE logo should appear to the right of your title.
    15. 15. Navigating Your LinkedIn Company Page Post an Update Latest MCE Updates Company Followers Job Listings Overview of Services Company Overview
    16. 16. Mill City Environmental Services The services tab is used to highlight products or services. Members will see: • A showcase of products & services. • Recommendations from LinkedIn members. • Links to the members making the recommendations.
    17. 17. Intermediate Steps How to create an All-Star optimized LinkedIn profile
    18. 18. Step 1: Create a LinkedIn Portfolio Add multimedia to your profile gallery. Upload presentations, white papers, reports, videos, Infographics and more!
    19. 19. Step 2: Join LinkedIn Groups Join various groups and associations that relate to your industry.
    20. 20. Step 3: Monitor Updates Check updates on the LinkedIn home page. This is where you have visibility of all updates made by your connections. Share your thoughts on user content.
    21. 21. Step 4: Create an Email Signature Create a signature that shows your contact information and LinkedIn profile in your email. Once logged into your LinkedIn account, click on this link to be redirected to the email signature creation page.
    22. 22. ☐ ☐ ☐ ☐ ☐ Name: Use your real name. Enter your first and last name only. Current Position/Experience: Include any projects/achievements, skills/specialties, responsibilities, etc. Skills: Focus on your best skill set- you can choose up to 50. Your first-level connections will be able to endorse you for these skills. Headline: Should include keywords for industry that your potential customer will use to search for your products or service. Ex: Social Media Strategist  Social Media Strategy  Photographer  Video Marketing Checklist for an Optimized LinkedIn Profile Education: Name the institution you attended, where it was located- many people feel a special bond to their alma mater and fellow alumni. ☐ Groups & Associations: Create a list of industry, professional and social organizations with whom you have any kind of connection. ☐ Portfolio: Showcase your best work, including: presentations, articles, blog posts, polls, upcoming events and more.