About Me

What we will cover in today’s workshop
• What is LinkedIn
• Australian Social Media statistics
• Why is LinkedIn important for Business Development
• Why we should use LinkedIn
• How to create a company page
• 4 steps to generate leads on LinkedIn
• The 5 Principles of persuasion
• Understanding LinkedIn analytics
• How to export your LinkedIn connections
• How to create a content plan for your posts
• Where to source great images for your social media
• How often to post on LinkedIn and what to post

What is LinkedIn
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow
registered members to establish and document networks of people they know and trust professionally.
A LinkedIn member’s profile page, which emphasizes skills, employment history and education, has professional network
news feeds and a limited number of customizable modules. Basic membership for LinkedIn is free. Network members are
called “connections.”
LinkedIn was co-founded by Reid Hoffman, a former Executive Vice President in charge of business and corporate
development for Pay Pal. The site, which was launched in May 2003, currently has over 300 million members from 200
countries, representing 170 industries

Why is LinkedIn Important for Business
Development
Think of your LinkedIn page as a supplement to your
website: It helps you drive traffic to your site and
provides an outlet to promote your products,
services, and content. Your LinkedIn Page provides
free marketing opportunities and enhances the
credibility of your company

How to create a Company page
• To create a Company Page:
• Click the Work icon in the top right corner of your
LinkedIn homepage.
• Click Create a Company Page.
• Enter your Company Name and choose a URL. ...
• Check the verification box to confirm you have the
right to act on behalf of that company in the
creation of the page.
• Click the Create page button

HIGH QUALITY LEAD GENERATION
The reason why I have chosen LinkedIn as a preferred
social media site is because of its high quality lead
generation capabilities. Regardless of what product you
sell, where your company is located or what industry
you’re in, ultimately we are all in the business of sales.
With a network of over 500 million members across 130
different industries and 200 countries it has never been
easier to search, find and connect with thousands of
potential clients with a click of a finger.
Why use LinkedIn

STEP 1: PLAN
For any campaign to be successful you first need a plan and LinkedIn is no different.
Not having a clear and actionable plan is the main reason why 90% of businesses fail to effectively use
LinkedIn to increase their sales. And the first step in creating a plan is to get clear on your outcome for using
LinkedIn.
So what’s your outcome for using LinkedIn? Is it to grow sales in a new industry? If so how much? Get real specific,
because every activity you do moving forward will be based on you achieving this outcome.
3 STEPS TO GENERATE LEADS ON LINKEDIN

Step 2: BUILD A PROFESSIONAL LINKEDIN PROFILE
Once you are clear in terms of who you need to connect with, you now need to build a compelling LinkedIn
profile. You can create a personal one and a company page.
Your profile is the centrepiece of everything you do on LinkedIn. Before someone accepts your invitation to
connect or responds to an email you’ve sent, you can bet nine out of ten times they will view your profile first.

Add your skills - put them in the
Order that is most relevant to
what you do.
Update your cover photo
Update your contact details
Create a professional summary
Ensure readability on mobile. Two lines maximum for each sentence – it makes it much easier to read on
mobile

STEP 3: CONNECT
Without the right foundation you may end up connecting with the wrong audience
Once you have an outcome in mind, the next step is to breakdown your outcomes into 3, 6 and 12
month chunks to make the process realistic and measurable.
Identify your client avatar. The key here is to breakdown this avatar into 5 key metrics which you can
then use in the Connect stage to find them on LinkedIn.
Location
Seniority Level
Company Size
Industry
Title LinkedIn Tip:
Try and connect with at
least 500-1000 people
before you start to
message them

• There are two new members joining LinkedIn per second.
• With so many people fighting for attention, your first impression can most often be your best or last.
• Now there are many ways to build a profile. Identify your outside approach
• Once you’ve answered these three, you will then need to go back into your profile and re-design all of the
various section including your summary, work experience, headline, skills and endorsements, etc. to address
these points.

STEP 4: Profit
Over the past few years there have been many different marketing methods tested on LinkedIn ranging from
long copy to short copy, number of emails to send, best days and time, etc.
Based on this research there are a series of steps required to turn a connection into a meaningful relationship
and to build rapport.
Before you begin spend a bit of time thinking about the type of content you can include in this three-step
process to establish trust and rapport with your contacts before promoting your call to action. Have a look back
at your ideal client.

In the second part of the message it’s really about
providing a bit of valuable content, it could be an
infographic, an article that the prospect would find
interesting. This builds up trust in you and positions
you as a subject matter expert.
The third part of the message is your call to action, this is where
you promote either a phone call or to catch up for a coffee.
Keep it short and sweet there’s nothing worse than sending a
prospect a huge sales letter assuming they will
read it and buy.
The purpose of this is to build rapport and show that you’re not
like everyone else who is just out to pitch their prospects
straight away.

What to do once you have connected with a
potential client
Over the years I have found that if your message is not personalised and
relevant on LinkedIn, it’s virtually impossible to get results.
Your connections are a lot more likely to respond to you if they are familiar
with you due to quality comments and posts that you have been sharing.
Keep copy under 1,000 characters
Use a clear call to action
Choose a sender that’s relevant and credible to your target audience
Include member’s name in the greeting
Set up A/B tests to learn what resonates
Select a concise subject line that demonstrates clear value. ( Consider
including wording such as ‘Exclusive invitation’, ‘opportunities’, and
‘connect’.)

The 5 Principles of Persuasion on LinkedIn
1 – Reciprocate
2 – Consistency
3 – Social Proof
4 – Liking
5 – Authority

Reciprocate

Consistency
If someone has previously liked your articles, posts and comments and
generally supported your LinkedIn activity, you would be more open to
meet with them and to get introduced to another colleague.

Liking
Regularly seeing your profile in a feed makes people feel closer to you.
Make sure you spend at least 10 minutes a day interacting , liking and
commenting on other peoples posts.

Authority
By carefully crafting your profile and with the ongoing support from
others (comments, shares and likes) you have higher levels of perceived
authority to me. Meaning I’m more likely to respond positively to your
requests. Especially if those requests are congruent with your areas of
authority.

Social Proof
LinkedIn social proof, in the form of endorsements and recommendations on your
profile as it verifies what you say and makes it easier for your Ideal Client to take the
next step with you.
The recommendations and endorsements you get from those who are connected
with you and have worked with you add value and strengthen your brand.
In short, it shows that you are legitimate and credible…you are who you say you are.
When an Ideal Client gives you positive feedback on their experience working with
you, ask them if you can send them a LinkedIn Recommendation request.

Asking for a Recommendation
Step 1: Go to the LinkedIn profile of the person you're requesting a
recommendation from.
Step 2: Click the "More ..." button below their profile picture, and
select "Request a Recommendation" from the drop-down menu.
Please give me a good
recommendation

LinkedIn Groups
Click the Work icon in the top right of your LinkedIn homepage and
select Groups from the menu that appears.
Click Discover at the top of the page to view suggested groups.
You can then request membership by clicking the Ask to join button
under the group description.

How to export your LinkedIn connections
• Your network is your net worth, as they say.
You may want to get the names of your
contacts and their contact information out
of Linkedin.
• Login to your LinkedIn page
• Click on Settings and Privacy
• Click on Download your data
• It may take up to 24 hours for them to email
you a link to the data base

FAIL TO PLAN, PLAN TO FAIL
Marketers with a documented strategy are 4x more effective and yet only 28% of marketers have a
documented content marketing strategy.
LET’S START WITH 3 PLANNING BASICS TO SET YOU UP FOR CONTENT MARKETING SUCCESS:
1- Follow brand guidelines. Maintain your brand to ensure your content reflects a consistent look, voice
and tone.
2- Look at what your competitors are doing – this is a great way to learn from others successes and
failures
3- Build an editorial calendar. Based on your objectives, fill your calendar with a variety of top, mid and
lower funnel content to help you engage your audience and achieve your goals.

How often should I post on LinkedIn ?
• Post 1-2x a day
• Posts in the morning earn the highest
engagement
• Engage with & respond to followers’
comments
• Start with 20 quality posts per month

Overview of what to share?
LinkedIn has become known as the definitive professional publishing platform around the world. In
fact, more than 1 million people have published more than 3 million posts.
WHAT TO SHARE
• Professional expertise & experiences
• Industry trends
• Lessons learned
• Links to your Blogs
• eBooks
• Case studies
• Industry articles
• Helpful how-to content
• Bright visuals (visual is the new headline!)
Tip: Link images and
keywords back to
your company blog or
eBooks for increased
traffic to your website

Industry trends and how-tos
BuzzSumo analysed the headlines of 10
million articles shared on LinkedIn to find
out the topics that resonate with people on
LinkedIn.
They looked at the top phrases used in the
headline of the most shared articles, and
two types of content stood out: Industry
trends and how-to articles.
Industry trends and news: “the future of”,
“in the world”, and “of the year”
How-to articles: “X ways to”, “how to get”,
and “how to make”

Understanding your analytics
• Make use of the analytics
Besides measuring your LinkedIn marketing performance, your Company Page analytics is a great tool for
understanding what content your followers like. Here are two ways to make good use of the analytics:
Click on the company page and then click on the analytics
• Understand what content does well on your Company Page
In the “Updates” section of your analytics, you get a wealth of information about your recent LinkedIn posts (or
“updates”). Besides providing data such as the impressions, clicks, and social actions, it also calculates each post’s
clickthrough rate (CTR) and engagement rate.

According to LinkedIn one of the best practices for running a LinkedIn Company Page is to use rich
media like images and videos. They found that images lead to a 98 percent higher comment rate
while links to YouTube videos can result in a 75 percent higher share rate.

How to filter through your connections
• Click my network
• Click my connections
• Then click see all
• Click Search with Filters
• Filter by Keywords, Locations, Industries
etc

Edit public profile URL
LinkedIn Tip
Click on view profile
Enhance your personal brand by
creating a custom URL for your
LinkedIn public profile.
Create a profile in another
language

Study other company pages
LinkedIn has a feature called Companies to track. I believe it’s as useful in helping you with your LinkedIn
marketing.
You can find this table at the bottom of the “Followers” section of your analytics.
Is my Company Page growing as fast as other Company Pages that have roughly the same number of followers?
How do my number of updates and social engagement compare with similar Company Pages?
What types of content are doing well for them? (You can click on their name to visit their Company Page

Optimize your Company Page for search
A well-optimized LinkedIn Company Page allows your target audience to easily find you on and off LinkedIn
(e.g. Google). To optimize your Company Page for search
Insert keywords. Be sure to incorporate keywords into the company profile information, clearly representing
who you are and what you do.
There are two places on your profile where you can insert keywords: your company description and
specialties.

Ads for LinkedIn
There are three types of ads you can create on LinkedIn:
Sponsored content – ads that appear directly in the LinkedIn feed
Sponsored InMail – ads that allow you to deliver personalized, relevant content through LinkedIn
Messenger
Text ads – pay-per-click (PPC) or cost-per-impression (CPM) ads that appear on the side

CONTENT PLANNER

Where to find photos
• Promo – Create videos
• Pixabay- A huge database of public domain images
• New Old stock -Vintage photos from the public archives
• Unsplash -10 new high-quality photos released every 10 days. Released under the CC0 license.
• Foodies Feed High-res food images. Free to use without attribution; however, the may not be resold.
• Death to the Stock Photo--Free images for commercial use. Delivered monthly to your inbox. You do not have
the right to claim these photos as your own.
• Magdeleine--One free high-res photo every day (and access to a full repository of images). Use the handy filter
to find images that are either public domain or require attribution.

For the first time in the history of media, you can reach the world’s professionals-all in one place.
More than 467M people worldwide gather on LinkedIn to stay connected and informed, advance
their careers, and work smarter. Together they comprise the largest global community of business
professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow-
precisely the people you want to target.

Upcoming LinkedIn Masterclass

THE END