WelcomeWelcome
LinkedIn to Business
From setting up your profile to connecting with your target market
with Anyssa C

Introductions:
Communication Designer and Social Media Coach - Anyssa Carruthers B.F.A.
Creating venues and moments, digital and real that will grow your client list.
● Branding and Communication Designer
● Over 20 Years Customer Service, Graphic
Marketing and Web Design Experiences
● BFA from UFV / Sales and Marketing Training
and experience.
Community Involvement
● Navy League of Canada
● Fundraising for Canuck Place
● Used Meetup.com to Start The Coffee House
Network to assist businesses to Connect
● Building the new startup “The Ladies Meeting!
“
● Communication Professional focused
on building campaigns that build leads
and lists that grow your influence.
● http://www.communicationstudio.ca
● ca.linkedin.com/in/anyssacarruthers/

Where will we go today?Where will we go today?
● 7 tasks that Linkedin can help you do better
● Profile tips
● 5 Tips for your Profile
● Q & A

...said that social media isn’t just about marketing ROI—
.....it’s also about learning about your customers.
“We believe that social media can teach us a lot more about how to talk to our
customers at the moment...
Chris Clark,
Group Head of Marketing at HSBC,

If you're a CEO, here are seven tasksIf you're a CEO, here are seven tasks
LinkedIn can help you do better:LinkedIn can help you do better:
1.) Help your team.
Connect to your team so they can benefit from your great network.
Suppose one of your salespeople is calling on a new prospect.
She searches for the company on LinkedIn and sees that one of your connections knows
the VP of purchasing.
She can leverage the trust of that connection to build her relationship with the customer.
Net result: You accelerate your business.Net result: You accelerate your business.

2. Manage the demands for your time.
Someone wants to meet with you to pitch a service or a group
wants you to speak at an event.
Is that person or group relevant to your needs?
Are they legitimate?
Are they a good contact for you?
Linkedin makes it easy to check them out before committing.
A quick search reveals anyone you know in common.
You get key overview info, and helps you allocate valuable time.You get key overview info, and helps you allocate valuable time.

3. Hire smarter.
Looking for new talent?
The best people aren't always looking; they may already be employed.
As a result, some of your best hires come from referrals, from people you and your
employees trust.
With Linkedin you can leverage your employees' networks to find more talent.
After all, great people know other great people.After all, great people know other great people.

4. Check references with one click.
The best time to check out potential hires is before you meet them.
Validate the pool of applicants before investing valuable interview time by searching for
their LinkedIn profile.
You can also run a reference search to get a list
of people who have worked at the same company, over the same time period as the
candidate or prospect.
By the way, reference checking also comes in handy
when you're considering an acquisition.

5. Find and reach experts fast.
Linkedin is a rich directory of experts that you can tap into when you're looking for a
critical skill set or need to perform market research.
By using the advanced search page you can find a specialist on almost every topic,
industry or company.
Linkedin InMails allow you to reach out to them directly
LinkedIn Signal lets you get specific

6. Gain insight through Linkedin Groups
Learn how others approach new markets, revamp processes, and resolve problems.
You can also use it to find funding, question industry experts, and draw on the collective
knowledge of your trusted connections and their connections.

7. Extremly targeted marketing presence by make a long-term
commitment to your plan.
#1: Build a Robust Company Page on LinkedIn
http://www.linkedin.com/company/hootsuite
#2: Launch a LinkedIn Group Based on Your Company or Industry
http://booleanblackbelt.com/2012/03/the-50-largest-linkedin-groups/
#3: Create an “All Hands on Deck” Ongoing Thought Leadership Program
http://blog.clarity.fm/become-a-thought-leader-on-linkedin/
#4: Leverage Paid LinkedIn Content Ads and Sponsored Updates
https://www.linkedin.com/ads/
#5: Monitor, Track, Adjust
Before you begin to build out your comprehensive LinkedIn marketing strategy,
decide what your business goals are.

Create a list thatCreate a list that
will turn from leads to saleswill turn from leads to sales

Search and EngageSearch and Engage
● Decide ahead of time who you are going to
connect with and what they look like
● Decide what your target looks like
geographically
● The search tools will assist you!

Export Your Connection to Your CRMExport Your Connection to Your CRM
You can export your connections from the
Connections page.
● To export your connections list:
● Click Contacts at the top of your home page.
● Click the Export connections link in the bottom right corner
of the page
● Leave the Export to field as it appears and enter the
security text if prompted.
● Click Export.
● Save the file in a location where you can easily find it, like
your computer's desktop. ( I use a file with the date)
● Note: If you're using Internet Explorer and see a yellow
pop-up blocker across the top of the page, click the yellow
bar and then select Download File.
● Only the full name, email address, current employer, and
position are exported.

Learn Linkedin for Business
The better qualified the lead, the faster the time to close.The better qualified the lead, the faster the time to close.
-Ken Krogue of InsideSales.com

Crafting Your ProfileCrafting Your Profile

Keyword Your
Title
● Use your full name
● Optimize your page for search results in Google
● It makes you easier to find for friends,
employees and co-workers

Portal vs Resume
The sales adage “people buy from people”
has not changed with the rising trend of
Social Media and Social Selling.
This is a place to get to know more people
who you can pre-qualify as being part of
your target market or on the periphery of it.
It is a place to grow connections you
already have and not just hope to meet
them on the golf course.
● People buy from
people
● Same rules apply as
in the old sales game

Your Profile
● Key word Your Job Title
● Customize Your URL -Make your weblink
● Join “OpenLink Network” - Only Premium
members can join the OpenLink Network
or receive OpenLink messages.
● Search engine optimize your profile,
specifically your headline and your title.
● Or you can say you are a Linkedin Open
Networker and offer your email in your
summary so people can contact you.
● Filter the keywords that you would
want to be searched for throughout this
section as well in a creative way to
help optimize your profile for search.
● You can look at your competition for
ideas as well and at what your
customers are doing as well.
● Network Updates. - make sure you add
something daily or use HooteSuite
- IF someone else isn't using
Hootesuite and posted something you
are intersted in, take time to pick up the
phone and talk about it if it is mutually
interested and book a T-Time at the
end of the week..

Your Summary – Why you matter
LinkedIn Summary is to Answer Why You Matter
The Summary can be up to 2,000 characters.
If you include a weblink, it will not be a clickable hyperlink
but you can now add portfolias and images and add them to
sections..
Questions your LinkedIn Summary should answer:
Why Do You Matter?
Why Does Your Company Matter?
It should be key word specific and client centric
#1 Look at the top right of the screen and see if you are currently
signed into LinkedIn.
You can choose to log out and see same view anyone with an
internet connection would see when viewing your LinkedIn
profile, whether he or she is a LinkedIn member or not.
#2 Not all sections of a LinkedIn profile appear in that Public
Profile, but your Summary is one that does. As such, the
LinkedIn Summary is very important, as anyone searching for
your name via Google will get an impression on you and your
business, via a click of your LinkedIn Public Profile.
Koka Sexton, Senior Social Marketing Manager at LinkedIn:
“Your LinkedIn profile was your online resume where you
could outline your entire career in one page. It’s a shame
that many people still hold this belief.. Your profile should be
used as a resource, not a resume.” To Koka’s point, if your
LinkedIn Summary focuses on your quantifiable results,
you’re not utilizing LinkedIn as a resource, but a resume.
#3 Call to Action
Now that you have caught someone's attention as to why
you and your company matter, a call to action along with
your contact information should be very easily found.
Instead of "contact me here," include a benefit statement or
a call to action along with your contact information details.
Example:
TO INCREASE BUSINESS DEVELOPMENT
PRODUCTIVITY VIA LINKEDIN SOCIAL SELLING
WORKSHOPS:
Valarie Sparks ◙ vsparks@hospitalitysocialselling.com ◙
858-220-8330

Your HeadlineYour Headline
a. Write a headline that displays all the different titles that
someone is likely to search for on LinkedIn to find you. For example:
Social Media Marketing Consultant | Social Media Trainer| SMO | Blog
Marketing | Internet Marketing Specialist because these are the titles that
someone would most likely be searching for to find someone with my
expertise.
b. Write a descriptive headline that illustrates what you do with
keywords filtered in. For example: Marketing strategist that specializes in
growing revenue through strategic partnerships and digital channels
(There is a 120 character limit as of May 2013).

Fix your URLFix your URL

Your Photo● Wear business attired that suite the culture of your
company and target market.
● It should only be you! ( no dogs, kids or x girlfriends
cut out of the photos.)
● Do not use a company logo
Not taken at a social function No wine
● Make sure you are the focus, not the background
● The file needs to be a .jpg, .gif, or .png and size limit
is 4 MB
● Quality should be clear and not look scanned or with
low resolution
● Don't forget to Smile
● Find a photographer and get some great shots!

1. You need to add your industry and
location
2. A current position
3. Two past positions
4. Your education information
5. A minimum of 3 skills
6. A profile picture
7. At least 50 connections
Tracking Your Success
So now you might be wondering, “How do I
know that the changes I made are helping
people find my profile?” When you’re on
your home screen or in edit profile mode
you’ll see a box on the right hand side that
says “Who’s Viewed Your Profile.” Click into
that, and after filling in all of the information
to your profile, you can monitor the
appearances in search results over the next
couple weeks to see if there is an increase.
The higher your appearances in search, the
more optimized your profile is for the
keywords you are targeting.
What does it take to get to 100% profile completeness?

TIP #1:
Never leave the Summary section blank!.
Let people know they have found what they are looking for, or that you have that edge
that will assist them!

TIP #2:
You get 2,000 characters to let other know why you matter! Waste nothing!
Research your key words so every word, statement,reference counts!
Although the MOST important spots for keywords are your Headline....
Specialities and Job Titles, your Summary section counts too
Make sure you use the words “they” are looking for!

TIP #2:
You get 2,000 characters to let other know why you matter! Waste nothing!
Research your key words so every word, statement,reference counts!
Although the MOST important spots for keywords are your Headline....
Specialities and Job Titles, your Summary section counts too
Make sure you use the words “they” are looking for!

TIP #3:
Stories capture peoples attention:
Jason Alba in particular suggests writing PAR (Problem – Action – Result) stories in your
summary statement.
Andrew Foote aslo recommends one along with
1
2
3
three bullets with your top accomplishments.
Grab as much attention as you can as soon as you can!

TIP #4:
Break up the blocks of text as much as possible! Make it easier to read...
PROCUREMENT AND TREASURY SPECIALIST:
INCREASING THE BOTTOM LINE ON GLOBAL ACCOUNTS
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
CREATIVE, STRATEGIC MARKETER | OUT-OF-THE-BOX CORPORATE IDENTITY DESIGNER
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
BUSINESS-SAVVY CORPORATE COUNSEL: MANAGING LEGAL ISSUES TO ADVANCE CORPORATE GOALS
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
And here are suggestions of subheaders, some of them general and some more specific:
RESULTS:
CAREER HIGHLIGHTS:
BUILDING TRUST | ENGINEERING WINNING TEAMS
AWARD-WINNING PERFORMANCE | SURPASSING TARGETED GOALS
..you might use other graphic elements like stars and bullets.
Here are some that work: ◙ ■ ►❖ ★
Using these symbols, along with headers and sub-headers to break up text,
will engage your readers and make your Summary

TIP #5::
Include your contact information.
Make it easy for people to find you. If you’re comfortable, include your phone number and e-mail. Or just include your email, or perhaps a special e-mail
you use just for LinkedIn, so if you get spammed you can easily close the account.
Finally, make it enticing to contact you! For example:
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Seeking a true contributor who goes beyond what’s required to exceed project goals?
CONTACT ME: xxxxxx @verizon.net❖
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
TO OPTIMIZE YOUR ORGANIZATION’S ROI:
John Jones ◙ xxxxxx @gmail.com ◙ 555.123.4567
Using the right teaser (without getting corny), and providing easily accessible contact information, will make it hard for anyone reading your profile to resist
contact you.
NOTE: Do NOT put your contact information in your name field.
Doing so is against LinkedIn’s Terms of Agreement and you could get your account shut down. You definitely do NOT want that to happen!

Spell check- virtual assistant - need I say more!

Work Experience (Current and Past
Positions):
Your job title is important because there are many different variations of titles that
someone might be searching for on LinkedIn.
If you only include one variation or keyword, it might be hard for someone searching to
find you. If you’re a CEO, someone might be searching for President, Founder,
Managing Partner, Owner, etc.
You may want to use something like: President and CEO of _____ Company. The
description is a great place to put your job responsibilities and accomplishments.

Education
Education: Filling out your education
information is important because many
people have a strong affinity to the college
or university they attended.
Many people who don’t normally connect
with people they don’t know on LinkedIn will
connect with alumni from the same college
or university.

Be Curious!
● Be identifiable if you are looking to
build your list.
● Find out who's checking out your
profile by allowing others to see
who you are if you view theirs.
● Be curious and check them out
back! Maybe they are a competitor,
a potential client...
– Look at their profile, news
feeds, portfolio or whatever you
have bench marked in regards
to a target.

Endorsements/
Recommendations
Getting Endorsements: I get two questions
about endorsements most often. What is
the difference between an endorsement
and a recommendation and why should I be
worried about endorsements? The
difference between an endorsement and a
recommendation is that an endorsement is
just someone “endorsing you” or letting
everyone on LinkedIn know that they
believe you are a valuable resource for a
specific skill.
.... I have a theory on this....
A recommendation is a written
recommendation for you in a specific role.
The reason why getting an endorsement is
important to you is because as you get
more endorsements for a specific skill, it is
more likely that you’ll come up in the search
results when someone is searching that
skill. For example: I have 58 people who
have endorsed me for Social Media
Marketing so when someone searches for
people with the skill social media marketing
in my area, it is likely that I will come up
somewhere on the first few pages of the
search results

Recommendations
Getting Recommendations:
It is important to have at least three recommendations from co-workers, people you
manage, or clients. Recommendations now appear right below your job description for a
certain position. LinkedIn does not require 3 recommendations anymore to get to a 100%
complete profile however I still think this is best practice.

What Groups should you join?
... I suggest 3 or each
to start...
● 1- Join groups your competition is
in.. and listen
● 2- Join groups your potential leads
are in or people who would be
interested in being on your list
..and listen
● 3 Join Groups that contain people
or companies that are also
marketing to your potential
clients ... and you guessed it..
Listen..
● When you have found valuable
information or made some good
connections.. then move on to
joining more groups so it does not
suck to much of your time.

Group behaviours!Group behaviours!
(that don't really work)
Don't bother reading the group rules. Just dive right in.
One group sends a welcome letter to every new member and posts expectations through a convenient "Group Rules" link and
regular announcements. In spite of this, it is amazing how many members don't bother reading them.
Tip: Take the time to read the group rules.
Every LinkedIn Group configures the LinkedIn infrastructure in a different way. Rules are also different from group to group. For
example, some groups don't allow any blog content and you can only post articles from bonafide journalist sources.
Immediately start a discussion to introduce yourself and promote your services.
Would you go to a professional association meeting and immediately shout a sales pitch to everyone in the room? It's just as
rude to shotgun promotional material out to the group.
Tip: Take the time to find out how each group handles member introduction discussions.
Many groups provide Member Introductions discussions with guidelines about what to post.
Invite people to join your own LinkedIn Group.
What you have to offer is of much greater value.
Tip: Just don't. It's just as rude as going to a party and shouting that there is a much better party across the street.
Keep posting your own topics. Don't bother responding to other discussions or trying to assist other members.
You're much too busy and someone with more time can do that.
Tip: If you reach out to other members, they'll be much more open to your content. Remember people tend to do
business with people they know and like and not in response to sales pitches.
Don't bother with subgroups. Just post each and every topic in the main group.
After all, you're way too busy to take an extra 30 seconds and post in the right subgroup and make it easier for members to find
your content.

Groups continued
Tip: Take a moment to find out the structure of the group and post content in the right area.
Seize every opportunity to shotgun your sales pitches out to the group. If another group member posts spam or a topic
that belongs in another area, take that as cue to add your own promotion.
Clearly spam is okay today and the other members love receiving digests filled with sales pitches.
Tip: Flag all promotional spam and misposted content.
LinkedIn automatically deletes content after a certain number of flags (set by the Group Owner and Manager).
If your discussions or comments are deleted, just post them again.
What you have is so valuable that the deletion must have been a mistake.
Tip: A deletion is a clear message from the community about what is inappropriate. So, suck it up and don't post it
again.
Take every opportunity to let members know that they are wrong.
A group member tried to ram his idea down the throats of other members. He alienated people instead of convincing them of
the merits of his service.
Tip: State your point of view once or twice. Listen to the merits of other ideas instead of pushing your own.
Join as many groups as possible and flood them all with generic content.
After all, if the content is generic, it applies to everyone, right?
Tip: Even if your blog content is generic, customize your LinkedIn discussion post for your audience.
If you have a lot of generic content, instead of flooding the group, start one discussion and use it for updates.
If you disagree with a decision by the group leaders, start a protest discussion or thrash them on your blog.
Your temper tantrum will earn the goodwill of other members and make them really enthusiastic about doing business with
you.

Basically you can decide to use Linkedin to
Sell - Market – Recruit – Partner - Connect
If you would like to build a communication strategy that involves
● LinkedIn
● Twitter
● Facebook
● Google+
● and other social media marketing platforms
that blends with your other traditional forms of marketing
or would just like to have a brainstorming session.