Maximizing LinkedIn

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Intro



Strategy



Profile Optimization



Recommendations &
Endorsements



Connecting & Prospecting



Maximizing Group Membership



Ads



Measuring the Results
Download this slide deck at http://bit.ly/MAXLINK



We will have Q&A at the end of each
section.


Download this slide deck at:

http://bit.ly/MAXLINK




What is your one main desired
takeaway today?




LinkedIn has over 200 million users (in total) and gains 2 new users
every second.



45 million people visited LinkedIn in June 2013.



LinkedIn has an above-average number of users that are welleducated, male, aged 35 to 54, high-income Caucasians or Asians
with no kids.



53% of business-to-business marketers have acquired a
customer through LinkedIn, compared to 22% for business-toconsumer



43% of all marketers have found a customer via LinkedIn in 2013



I posted a downloadable piece of content on
my blog (with registration form)



Shared that blog article:
 As a personal status update

 In 49 out of 50 LinkedIn groups




I received the following from LinkedIn
 4,755 pageviews on that article
 1,634 website visits
 1,083 downloads on new content
 460 downloads on old content (linked to by new)
 851 new email subscribers
 930 pageviews on an older article (linked to by new)
 51 group post “likes”
 36 new connection requests
 27 group post comments

SEO & Social Media
Blog Articles

Downloads
Email Mktg
Webinars
LEADS




Who EXACTLY are you going after?



What EXACTLY makes you different?



What EXACTLY do you want to get from this?

BE SPECIFIC.




Define demographics
 Age
 Gender
 Occupation/position
 Family situation (marriage, number of children, caring for an elder

adult, etc.)
 Income/revenue level
 Geographical region
 Education level or number of years in business



Define psychographics
 What are their needs?

 What are their buying habits?
 What are their lifestyle patterns (hobbies/interests, beliefs, values,





behavior patterns/habits)?
What publications do they read (online & offline)?
Where do they go for their education/research?
What do they love to do (hobbies/activities)?
What do your clients care about when it comes to your services?



Define situational characteristics
 What are the common situations that they are in?



Define pain points
 What are the most painful problems or issues that your market is

trying to deal with? Why?
 What keeps them up at night?
 What are they scared/afraid of?
 What negative things will happen if they DON’T use your
products/services?



Why are you better than your competition?
 Mission, Vision, Values
 Education? Experience? Customer Service?



Define benefits of them using your services
 What good things will happen for them or their business?

 What positive emotional or egotistical effects would they experience?


?
?

?
?
?
LEADS




Increase my total number of connections by a
minimum of X per X (week, month, etc.)



Increase LinkedIn-driven website & blog traffic by a
minimum of X% per X (week, month, etc.)



Post activity should be a minimum of X posts per
(week, month, etc.)
v



PROFESSIONAL headshot



GREAT headline
(TIP: For SEO purposes, put your name first, i.e.
“Pam Aungst is a…”)



CUSTOM link (URL)



COMPLETELY filled out



SMART keywords



Multimedia




Interests -> Companies ->
Add a Company



Fill out 100%




Add Products/Services

Link to your profile as
place of employment



The company logo (in square format)
should be 100px x 60px.



A branded cover photo should be on the
page. Cover photos are 646 pixels
wide and 220 pixels tall




Link Quora to LinkedIn to demonstrate expertise




Choose your words
carefully



Be authentic



Recommendations you
GIVE are shown on YOUR
profile. If you wouldn’t
recommend that person
“IRL”, don’t do it online.



“I received your request for a LinkedIn recommendation.
I’m happy to vouch for your expertise, but since we didn’t
actually work together and I wouldn’t be able to answer
any specific questions about my experience with you if
they arise, I think it might be best if I contributed to your
profile with an endorsement instead of a detailed
recommendation.”




To ask for a clarification/correction on a
recommendation you receive. It’s a reflection of
you!




DON’T be too restrictive
Would you go to a
networking event and
REFUSE to speak to
people that you
haven’t already met?

1.

Import your email
contacts

2.

Use the “People You
May Know” feature




Basic (free) account search results include:


Full profiles w/names for 1st &2nd degree connections
+ full profiles when searching by name
 Profile summaries for 3rd degree, out-of-network profiles, and fellow group members
 Max 100 profiles
 Basic filters to refine results


Premium account search results include:






Full profiles of 1st and 2nd degree connections
Full names for members in your network, and those you share groups with.
Profile summaries for out-of-network profiles
Extensive search results (varies between account types)
Premium filters to refine your results


•Keywords
•First Name
•Last Name
•Title
•Company
•School
•Location
•Country
•Postal Code

•Relationship
•Current Company
•Industry
•Past Company
•School
•Profile Language
•Groups

•Years of Experience
•Function
•Seniority Level
•Interested In
•Company Size
•Fortune
•When Joined

RED = Premium Only


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




Quoted searches - For an exact phrase, enclose the phrase in quotation marks
(e.g. "product manager").
NOT searches - To exclude a particular term, type that term with an uppercase
NOT immediately before it (e.g. programmer NOT manager).
OR searches - To see results that include 1 or more terms in a list, separate the
terms with an uppercase OR (e.g. sales OR marketing).
AND searches - To get results that must include 2 or more terms in a list, you
can use the upper-case word AND as a separator (e.g. manager AND director).
Parenthetical searches - To do a complex search, you can combine terms
using parentheses. For example, to find people who have "VP" in their profiles,
or have both director AND division in their profiles, type: VP OR (director AND
division)


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



People who comment on your posts
People who post interesting things
People who converse a lot
People in the group directory


(Upgrade to see all)


When clicking “Connect” from the following places, you CAN’T
customize a connection request greeting.




Search results
People You May Know

You CAN customize a connection request greeting when clicking
“Connect” from:




The person’s profile
Group membership list
When “hovering” over a member’s picture in a group




Customize Intro
Mention:
 Common ground

 Where/how you met
 Why you’d like to

connect


Need to say more than you can
fit in the connection request intro
box?
Send an InMail (Premium
feature) explaining why you want
to connect.

InMails only get deducted from
your balance if accepted.




Be wary of profiles
that:

Anatomy of a Spammy Profile:

 Are from *certain*

foreign countries
 Are named “Prince SoAnd-So”
 Lack a profile picture
 Have spammy
headlines




Want to be a little more conservative? Try this:




Consider replying to ALL
connections with a message



Or be selective and reply to
potential good offline
connections



Good to reply to all
customized connection
requests




Easier to reply before
accepting than after



Just remember to go
back and accept


 If you WOULD

do it offline, DO
do it online!




CardMunch (iPhone) or CamCard (Android)
Scan business cards & connect instantly



Rapportive Plugin (Gmail) or Xobni (Outlook)
Email plugin that displays social profiles of contacts



Nimble (Social CRM system)
Customer Relationship Management software that integrates social
communications



Zoho & Salesforce Add-ons
(Traditional CRM Systems with LinkedIn “plugins”)

OBEY CAN-SPAM LAWS – Send an opt-in campaign






Use sparingly
Be as genuine as possible
Up to 50 people at a time




Research the people
you’ll be meeting with



Find common ground
for conversation
(but don’t be creepy
about it)



Do NOT join groups YOU are interested in



Join groups your TARGET PROSPECTS are in

 “Either/or” type questions
 “Hot button” issues, i.e.:


 Interesting articles, your own articles
 Check the group rules first




Do NOT post anything in a group
without asking yourself:
“Will they find this information
GENUINELY USEFUL whether they
do business with me or not?”




On Mondays, I post a question about X



On Wednesdays, I post an article about Y



On Fridays, I share one of my recent blogs




LinkedIn Bookmarklet
lets you post a link to several groups at once

http://www.linkedin.com/static?key=browser_bookmarklet



Hootsuite Pro
lets you post a link to several groups at
once AND utilize scheduling



Watch that posts don’t get cut off
(group max char is less than status
update)




If someone came up to you “IRL” and
said “Great job on that article!” –
Would you just stare at them and not
reply?




Website (External)





(min bid $2.00 per click or $2.00 CPM)

Sponsored Update



Company Page






(min bid $2.50/click or $10.50 CPM)

Video Ad


(min bid $4.00/view)

Individual Profile






WEBSITE ADS:




COMPANY PAGE ADS:


Drive website traffic from an extremely
targeted audience

VIDEO ADS:

Company pages do not see a lot of
engagement on LinkedIn, so may have a
limited return.

PROFILE ADS:

SPONSORED
UPDATES:











Brand awareness

Best suited for job seekers, but can have
applications for business networking as
well.



Promoting company page posts in the
newsfeeds of both followers and nonfollowers whose meet targeting. Use for
specific events/promotions.


Will LinkedIn ads work for you?
Try it and find out.
Run small tests & measure results.




Connections made



Stream interactions



Connection requests sent



Group posts



Introductions Requested



Group comments



Recommendations Given



Company Page Posts



Messages Sent



Ads



Status Updates



Website Traffic



Your Goals (KPIs)




2 out of every 10 messages sent results in a meeting



1 out of every 5 meetings leads to a proposal



20% close ratio

Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops)
Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)


Behavior Goal = Send 150 messages per month



Strategy






Don’t be too restrictive
Import, Explore, Search, Browse Group
Members
 Customize Connect Request, Request
Intro, or send InMail
 Use CRM Tools



Define Target Market
 Define Brand Differentiators
 Define Why Doing This - Set Goals



Profile Optimization
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
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



Professional photo
Tagline – 3rd Party - Differentiate
Multimedia, Keywords, Custom link
Fill out company profile
Both ONE HUNDRED PERCENT



GIVE TO GET!

Groups






Recommend/Endorse


Connect/Prospect

Ads




Ask questions
Post GENUINELY USEFUL info
Strategy, Routine & Tools
Experiment/Measure

Measure



Track EVERYTHING
Find Trends & Set Behavior Goals


Ask about my classes!

Maximizing LinkedIn

Download this slide deck at:

http://bit.ly/MAXLINK

Maximizing LinkedIn

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