Studies have shown that LinkedIn generates more qualified B2B leads than any other social network. But where do you start? And what is the best use of your time on LinkedIn? Join us for a helpful introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation and brand-building.

1. HOW-TO:
MAKE LINKEDIN WORK
FOR YOUR BUSINESS
Attracting Highly-Qualified Leads From the
“World's Largest Professional Network”
+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

2. OUR JOURNEY
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Why & Who
Personal profile
Business page
Groups
Connections
Sharing
Recommendations
We’ll jump right in
Feel free to ask about my background after session

3. WHY & WHO
Getting Started

4. LINKEDIN: NOT FACEBOOK
● Think business networking
● Connect professionally
● “Business tool” over “social network”

5. LINKEDIN: B2B BUSINESS IN A BOX
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Market Research
Product Research (profiles, Answers)
Customer Interviews (polls)
Marketing Channel (ads, inbound)
Authority Building (share - strategically)
Community Building (groups)
Global Reach

6. ITS WORTH THE INVESTMENT
● 84.0% of power users say they’ve generated
“several” or “lots” of opportunities
● Research product/service ideas (look for
their key challenges on prospect profiles)
● Attract leads to you (build authority)
● Long-term (no instant miracles)
www.jillkonrath.com/linkedin-sales-code (optin)

7. LINKEDIN: B2C GOLDMINE
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Find suppliers / manufacturers
Find sponsors / advertisers
Find partners / joint ventures
Vet consultants
Recruit top talent

8. PROFESSIONAL PROFILE
Your Personal Presence

9. BE SEARCH FRIENDLY
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What would your prospect search for?
Model existing profile (keyword search)
Be complete (follow prompts to 100%)
Include samples of your work (rich media)
List 3 keywords you want to be found for
Sprinkle keywords throughout profile (SEO)
Claim your vanity url
Compelling anchor text for website links
Reorder components ("above the fold")
www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx

10. PAID ACCOUNTS
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More InMails
More Introductions
OpenLink
More intelligent search
Convey “I’m serious”
www.linkedin.com/mnyfe/subscriptionv2

11. COMPANY PAGE
Your Business Presence

12. BE SEARCH FRIENDLY
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What would your prospect search for?
Model existing profile (keyword search)
List 3 keywords company will be found for
Sprinkle keywords through profile (SEO)
List job openings
Use a compelling banner image
Insert a “no bounce” video
Capture & display client testimonials
Display blog posts & other social updates
socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile
socialmediaexaminer.com/optimize-new-linkedin-company-page
offers.hubspot.com/introduction-to-linkedin-for-business

13. JOIN & CREATE GROUPS
Target Your Niche

14. A COMMON WORLDVIEW
"The goal is not to do business with everybody
who needs what you have. The goal is to do
business with people who believe what you
believe."
~Simon Sinek
www.youtube.com/watch?v=qp0HIF3SfI4

15. HIGHLY-TARGETED PROSPECTING
● A specific cause, niche topic, worldview
● A forum to provide thought leadership
content and build a professional tribe
● Limits (help.linkedin.com/app/answers/detail/a_id/190)
● Send messages directly to group members
● Way to start conversations with prospects
● Check prospects for group membership
● Engage through relevant discussions
● Email & poll within your groups

16. BE SEARCH FRIENDLY
● What would your prospect search for?
● Search for groups using target keywords
● Create group content using keywords

17. “LINKEDIN INFLUENCER” PROGRAM
● Recently opened to all users (blog.linkedin.
com/2014/02/19/the-definitive-professional-publishing-platform )
● Create a blog on LinkedIn
● Keep it ultra-high quality
● Keep it focused on professional topics

18. NETWORK & CONNECT
Get Referrals & Introductions

19. START WHERE YOU STAND
● Add people you already know
● Search existing contact lists (gmail, etc.)

20. PERSONALIZE INVITE MESSAGES
● Something from their profile that you find
interesting or relevant
● Names of mutual acquaintances
● Common interests
● Other companies you’ve worked with
(credibility)

21. EXPANDING HORIZONS
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www.1linkedin.co.uk (boost number only)
Open Networkers (LION)
InMail (quality of the message is key)
Network introductions
OpenLink (help.linkedin.com/app/answers/detail/a_id/139)

22. SHARE INSIGHTS
Be a Thought Leader

23. CONTEXT IS KING
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Post discussions to your Groups
Post responses to LinkedIn Answers
Post updates to your Profile
Find existing content related to keywords
What's Hot (www.linkedin.com/today)
Use content aggregators to find ideas
(scottcowley.com/blog/algorithm-based-content-aggregator-websites)

24. BE THE "GO-TO" PERSON
● Must be visible, valuable and timely with
your participation
● Be “referable”: consistently share good
information, offer insights and contribute
to the conversation
● Give existing content a different spin, your
unique perspective
● Be in the relationship business, not the
content business

25. BE CONSISTENT

26. ENDORSEMENTS
Social Proof

27. BUILD YOUR SOCIAL PROOF
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Recommendations go with positions
Endorsements go with skills
Give to get
Use "ask to be recommended"
www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)

28. STAY ENGAGED
Consistency is Critical

29. STAY THE COURSE
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Make a plan, keep it
Activities (content) calendar
1 hour per day?
Explore features, get LinkedIn savvy
Get group discussion digest emails
Use “save search”
Backup your contacts (www.linkedin.
com/contacts/manage_sources)
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx

30. INVOLVEMENT IS JOB #1
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Like others’ shares
Comment on others’ posts in the group
Share your (helpful) content
Share other (helpful) blog content
Cross-promote with other networks (ie.
bring your pinterest traffic into LinkedIn)

31. GET LEADS
Be "Referable"

32. A 7-STEP PLAN
● Its not about the bells/whistles, its about
people - developing relationships
● Stay focused on what matters to your
prospects (resolve their challenges)
● Propose a short initial conversation
● Suggest online meetings
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx

33. THE NEXT LEVEL
Making it a Little More Useful

34. LINKEDIN LABS
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Swarm
Resume
InMaps
Timeline
engineering.linkedin.com/linkedinlabs

35. ADDITIONAL RESOURCES
● rocklinkedin.com (forbes.
com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social-
)
● youtube.com/results?search_query=linkedin
media-power-influencers-2013/2/

36. RECAP
● Tons of resources available
● LinkedIn is a channel for developing
professional relationships
● “Selling is all about relationships, building
trust and establishing rapport.”
● “It all starts with your profile; it has to be
created with your buyer in mind.”

37. Questions?
Feedback?
linkedin.com/in/chrismohritz