Using LinkedIn for Business
November 20, 2015
Jim DeLorenzo

Brief Agenda
 LinkedIn basics
 The Company Page
 Market Research
 Target Research
 “Blogging” on LinkedIn
 100 Percent

LinkedIn Profile Page
 LinkedIn stats show that its members
with 100 percent full Profiles receive
46 percent more Profile Page views
than those who don’t. The more
complete your page, the more you’ll
open yourself up to opportunities.
 A must: A professional photo.

What’s wrong with this
picture?

Some LinkedIn Profile Photo
Tips
 DO include your face. The ideal LinkedIn portrait is
cropped close and tight, like this: shoulders, some neck,
and definitely your face. Think of "profile photo you" as
a triangle with hair inscribed within a LinkedIn square.
People want to be able to instantly recognize you."
Don’t be afraid to get in there.
 DON’T crop an obvious group shot. In other words:
no half-cropped faces of ex girlfriends, as in the photo
in the last slide. No dangling arms of your college
buddies from that time you guys flew down to Señor
Frog’s and did Fireball shots. Your photo should be of
you, and only you.
 DO wear what you would wear to work. Or at least
where you’d ideally like to work. That sweaty photo of
you hiking above the clouds in Machu Picchu? Your
adventurous side holds little currency in the LinkedIn
universe.

Build Your LinkedIn Connections
to 500 or more.
 It’s been said that a strong network is
like money in the bank. For example,
your network can help you become
better known, introduce you to
influencers and help you secure
clients. Getting and staying connected
with others is a powerful strategy for
marketing your business.

Leverage the power of
LinkedIn Alumni Groups
 Joining an Alumni Group is a great
way to reconnect with people who
know enough about you to willingly
help you grow your business;
purchase your services or products or
introduce you to those who may. It
presents another opportunity to make
new connections.

Secure Endorsements from
past & present Clients
 Prospective clients are likely to scan
your LinkedIn endorsements before
reading your entire Profile Page or
considering hiring you.
 Add in the 25 top skills you want to be
endorsed for, with your best skills at
the top.
 Endorsements are a place where
opportunities find you.

Regularly share valuable
information with connections
 Aside from updating your Profile, this
simple box lets you add tips and
resources and refer others to industry
information such as articles and
whitepapers. It’s another excellent —
yet subliminal — strategy for
marketing yourself.

Join 10 LinkedIn Groups
 While LinkedIn encourages members to
join up to 50 of its groups, if you’re just
starting out, 10 is a manageable number.
Don’t be a “lurker” though; comment
regularly in these groups when you have
valuable info to share and start
discussions.
 To stay active in a group, it’s important to
visit and share on a regular basis — at
least three days a week. I’ve found that
the best time to participate is 8 a.m. your
time.
 One more tip: Always thank others for
their comments.

Upload PDFs, Videos, Audio &
Slides
 This “show and tell” technique allows
you to strut your stuff. Since adding
these types of things lets others see
you in action, it’s a great way to
market your skills and expertise to
potential clients and brands.
 Slideshare
 Presentations
 Interviews

Lazy LinkedIn Behaviors
 Sending a pre-written connection messages
 If you met someone at an event, would you
say: “ I'd like to add you to my professional
network.”
 Why would you say it on LinkedIn, when you
want to make a great first impression?
 If you want to avoid scripted invitation messages,
there’s only one “Connect” button to use: The
one located below a person’s picture when you
open up his or her full profile. Read all about
them, scroll through their bio, and then click that
“Connect” button.
 Once the customizable message box opens up,
erase all of the standard content and write
something personal.

Selling something without
building a relationship
 Study the prospect’s profile. Go to his or
her personal website if they have one, and
search out more information about them.
 Write a formal business note using
LinkedIn. Try something like this: “Dear Jim,
thank you for connecting with me here on
LinkedIn. I read about your successful
background and am interested in asking you
a few questions. I may be able to provide you
services and I would like to explore the
possibilities. May I have the e-mail address
you prefer for business correspondence?
Sincerely, Janice.”

LinkedIn – ANOTHER tool in
your Marketing Arsenal
 LinkedIn is a tool for developing
meaningful professional relationships.
Use it as a launching pad to talk to
people on the phone or meet face-to-
face for the best results.

The Company Page
5 steps to engaging followers on
LinkedIn
 1. Establish your presence
 2. Attract followers
 3. Engage followers
 4. Amplify through the network
 5. Analyze and refine

Build Out Your Products &
Services Page
 Marketers who build out their Products & Services page tend to have
twice as many company followers.
 Use this page to tell members what you do best – and give them
compelling reasons to follow you.
 Tailor your offerings: You can design multiple configurations of
your Products & Services page based on one or two of the following
criteria: members’ geography, company size, seniority, job function,
or industry.
 Go beyond products:You can link to just about anything from your
Products & Services page.
 Direct members to your latest and greatest white papers, case
studies, or how-to content.
 Tell a story through video: If your company has a YouTube
channel, embed product demos or customer testimonial videos that
tell a compelling

Optimize for Search
 Company Pages are very SEO-
friendly.
 Google shows previews of up to 156
characters of your page text, so be
sure your description leads with
powerful, keyword-rich sentences.
 Members can also search for
companies by keyword on LinkedIn,
so include words and phrases that
describe your business, expertise, and

Attract Followers
 Employees are 70 percent more likely
to engage with your Company
Updates. Encourage them to add a
link to your Company Page to their
email signatures.
 Once your page is all set, drive traffic
its way with a compelling blog post or
email newsletter announcement.
 Add a “Follow” button to your website.

Join the discussion in LinkedIn
Groups
 Target Groups relevant to the industries or
customers you serve. Use LinkedIn’s search bar
to find groups by keyword.
 Find the right Groups: Contribute to popular
discussions members have started. As people
like and reply to your comments, you have a
chance to become a “Top Influencer” in the
group.
 When appropriate, link to your Company Page to
help interested members gather more insights
and info.
 When you post in Groups, aim to help members
solve problems and share insights with one
another.

Analyze & Refine
 In any marketing campaign, success
depends on your ability to measure
performance and use that data to
optimize content.
 LinkedIn’s analytics tools empower you
to do just that, ensuring you have the
insights you need to strengthen follower
relationships.
 Experimenting with different kinds of
content is the best way to improve
engagement and amplification.

Measure Engagement
 Engagement rate is the ratio of clicks,
likes, comments, and shares to total
impressions.
 This is a key metric for understanding
how often members take action on
your updates.

Measure Amplification
 Amplification rate is the ratio of likes,
comments, and shares to total update
impressions.
 This helps you understand how often
members are sharing your content
and what they find most interesting.

Market Research
 Use LinkedIn to look at competitors
and peers – what are they doing, who
are they doing business with, etc.
 Use LinkedIn to find potential clients –
find employees at companies you wish
to do business with and make a
connection.
 Follow-up with personal notes via
LinkedIn, learn who they are & what
the company does.

Target Research - Finding
Clients
 Take a Target Client and search
LinkedIn for any users from that client
 Connect with as many LinkedIn users
from that client as possible
 Begin sending them notes, special
information, targeted information
 Update them on your company’s
activities as often as possible
 Tailor messages directly to them

100 Percent
 Your goal as a company and as
employees of the company is to have
100 percent completion of your profile
 Devote 100 percent of a given time
each day to update and utilize all the
tools available on LinkedIn.
 Stay in touch with 100 percent of the
connections you have on LinkedIn.
 Stick with it – 100 percent.

“Blogging” on LinkedIn
 “Publish a Post”
 Your opportunity to use LinkedIn to
connect your blog content to fellow
LinkedIn members
 Generate additional views of blog
copy
 Generate additional clicks to your
website
 Generate good will and interest in your
business with potential clients

Thank you!
 I will be happy to answer any
questions.
 If you wish to ask me other questions
after today’s presentation, I can be
reach through LinkedIn!
 https://www.linkedin.com/in/jimdeloren
zo
 Cellphone: 215-266-5943
 E-mail: jim@jhdenterprises.com