LinkedIn is more than just a platform for your online CV; it can help boost your business as well. This presentation is a guide to making LinkedIn work for brand-building, engagement and lead generation. http://www.zooberdigitaltraining.co.uk/lp/6-ways-to-use-linkedin-to-generate-leads

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for Brands:
How to make friends
and influence people

2. Why bother with LinkedIn?
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If you see LinkedIn as simply an
online CV, then it’s time to take
another look.
The ‘professional social network’ counts over
119 million users, and is growing.
And LinkedIn’s business potential is good news
for brands. A study of lead generation in social
media found that the network easily trumps
Facebook and Twitter.

3. Why bother with LinkedIn?
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If you see LinkedIn as simply an It found that LinkedIn is 277%
more effective at converting
online CV, then it’s time to take users into business leads.
another look.
The ‘professional social network’ counts over
119 million users, and is growing.
And LinkedIn’s business potential is good news
for brands. A study of lead generation in social
media found that the network easily trumps
Facebook and Twitter.
Using LinkedIn allows you to reach a targeted, engaged and business-oriented audience. Here are some
essential tips to help you give your brand a boost, using the professional network.

4. Optimise your company profile page
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Late in 2011, LinkedIn launched the company profile page.
If you’re not using it already, why not?
The profile page has to fulfil all kinds
of functions. This is where you
summarise the essence of your brand.
It should appeal to your existing
customers, attract new prospects,
inspire current employees and
impress potential applicants.

5. Optimise your company profile page
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Late in 2011, LinkedIn launched the company profile page.
If you’re not using it already, why not?
You should also optimise your
company profile with the
relevant keywords, helping to
drive more traffic from people
The profile page has to fulfil all kinds searching in your industry.
of functions. This is where you
summarise the essence of your brand.
It should appeal to your existing
customers, attract new prospects,
inspire current employees and
impress potential applicants.

6. Hang out in groups
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LinkedIn groups are not
like Facebook groups.
Instead of ‘We Love Cats’,
you’re more likely to come
across something niche
and professional, like ‘UK
Feline Healthcare Group.’
Listening to your customer base on LinkedIn will help you create more effective content and
solutions for them.

7. Hang out in groups
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LinkedIn groups are not Joining groups like this is a
like Facebook groups. good idea - when they are
Instead of ‘We Love Cats’, relevant to your sector. So in
you’re more likely to come this example, an employee at
across something niche a pharmaceutical company
and professional, like ‘UK supplying pet medicines could
Feline Healthcare Group.’ request to join the group.
Listening to your customer base on LinkedIn will help you create more effective content and
solutions for them.

8. Hang out in groups
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LinkedIn groups are not Joining groups like this is a Once in, he or she would start
like Facebook groups. good idea - when they are to listen to conversations,
Instead of ‘We Love Cats’, relevant to your sector. So in make meaningful (and non-
you’re more likely to come this example, an employee at salesy!) contributions to
across something niche a pharmaceutical company discussions, and generally
and professional, like ‘UK supplying pet medicines could get to know this highly
Feline Healthcare Group.’ request to join the group. relevant community.
Listening to your customer base on LinkedIn will help you create more effective content and
solutions for them.

9. Create and share content
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Give back to your community on LinkedIn by sharing useful content on your company page and in the
groups you are a member of. It doesn’t have to be your own.
Reciprocity is an important
part of social media, so don’t
be averse to posting links
from other sites as well. 10 Facebook
As long as they are relevant for Business
and interesting, it’s all Best Practice
building your reputation
as a good source of
s
knowledge within
your industry.

10. Create and share content
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Give back to your community on LinkedIn by sharing useful content on your company page and in the
groups you are a member of. It doesn’t have to be your own.
Reciprocity is an important
part of social media, so don’t
Remember, keep it professional and
be averse to posting links
from other sites as well. 10 Facebook
thought-provoking. So for our pet
pharmaceutical marketer, sharing a study
As long as they are relevant for Business
of the effects of catnip on different breeds
would be a good idea. A video of a cat
and interesting, it’s all Best Practice
playing a guitar, not so much.
building your reputation
as a good source of
s
knowledge within
your industry.

11. Don’t ‘post-and-run’!
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LinkedIn is a potentially rich resource, a place to learn from people with expert knowledge and
opinions. Don’t blow the opportunity by adopting the ‘post-and-run’ approach.
It’s very easy to dump content, whether it’s a blog post or a status update, and then leave it there. But
what you really want is conversation.

12. Don’t ‘post-and-run’!
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LinkedIn is a potentially rich resource, a place to learn from people with expert knowledge and
opinions. Don’t blow the opportunity by adopting the ‘post-and-run’ approach.
It’s very easy to dump content, whether it’s a blog post or a status update, and then leave it there. But
what you really want is conversation.
1
Create status updates
that invite discussion

13. Don’t ‘post-and-run’!
SOCIAL * INBOUND * CONTENT
LinkedIn is a potentially rich resource, a place to learn from people with expert knowledge and
opinions. Don’t blow the opportunity by adopting the ‘post-and-run’ approach.
It’s very easy to dump content, whether it’s a blog post or a status update, and then leave it there. But
what you really want is conversation.
1
Create status updates Ask questions when you
that invite discussion share content in groups

14. Don’t ‘post-and-run’!
SOCIAL * INBOUND * CONTENT
LinkedIn is a potentially rich resource, a place to learn from people with expert knowledge and
opinions. Don’t blow the opportunity by adopting the ‘post-and-run’ approach.
It’s very easy to dump content, whether it’s a blog post or a status update, and then leave it there. But
what you really want is conversation.
1
Create status updates Ask questions when you Respond to responses
that invite discussion share content in groups promptly and intelligently.

15. Don’t ‘post-and-run’!
SOCIAL * INBOUND * CONTENT
LinkedIn is a potentially rich resource, a place to learn from people with expert knowledge and
opinions. Don’t blow the opportunity by adopting the ‘post-and-run’ approach.
It’s very easy to dump content, whether it’s a blog post or a status update, and then leave it there. But
what you really want is conversation.
1
Create status updates Ask questions when you Respond to responses
that invite discussion share content in groups promptly and intelligently.
Deep engagement helps to position your brand as friendly and on-the-ball.
When people come to making a purchasing decision, you will have already built a
foundation of recognition and trust.

16. Use the little extras
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Once you’ve covered the basics, there are a whole raft of extra features you can use to boost your
brand on LinkedIn:

17. Use the little extras
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Once you’ve covered the basics, there are a whole raft of extra features you can use to boost your
brand on LinkedIn:
LinkedIn Answers
Asking and answering
industry-relevant
questions is a good
way to quickly build
up an expert reputation
in your field.

18. Use the little extras
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Once you’ve covered the basics, there are a whole raft of extra features you can use to boost your
brand on LinkedIn:
LinkedIn Answers Polls
Asking and answering Gather data from your
industry-relevant community by inviting
questions is a good them to share their
way to quickly build opinion on a key
up an expert reputation question.
in your field.

19. Use the little extras
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Once you’ve covered the basics, there are a whole raft of extra features you can use to boost your
brand on LinkedIn:
LinkedIn Answers Polls Apps
Asking and answering Gather data from your A range of LinkedIn
industry-relevant community by inviting applications, including
questions is a good them to share their SlideShare and BlogLink,
way to quickly build opinion on a key make it easier to share
up an expert reputation question. your content and
in your field. enhance your company.

20. Use the little extras
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Once you’ve covered the basics, there are a whole raft of extra features you can use to boost your
brand on LinkedIn:
LinkedIn Answers Polls Apps Recommendations
Asking and answering Gather data from your A range of LinkedIn They’re not just for
industry-relevant community by inviting applications, including personal profiles. Satisfied
questions is a good them to share their SlideShare and BlogLink, customers can now use
way to quickly build opinion on a key make it easier to share LinkedIn to recommend
up an expert reputation question your content and your company’s products
in your field enhance your company and services, providing
powerful organic PR value.

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Want to know how to drum
up business on LinkedIn?
Check out the eGuide:
‘6 ways to use
LinkedIn to
generate leads’
Download Now