Maximizing LinkedIn (July 2014 Edition)

 Intro
 Strategy
 Profile Optimization
 Recommendations &
Endorsements
 Connecting & Prospecting
 Group Membership
 Ads
 Premium Features
 Maximizing Chamber Membership via LinkedIn
 Measuring the Results
Download this slide deck at http://bit.ly/MAXLINK2

 We will have Q&A at the end of each
section.

Download this slide deck at:
http://bit.ly/MAXLINK
2

 What is your one main desired
takeaway today?

 LinkedIn launched in 2003. Now 11 years old.
 LinkedIn has over 200 million users (in total) and
gains 2 new users every second.
 LinkedIn has an above-average number of users that
are well-educated, male, aged 25 to 64, high-
income individuals
 53% of B2B marketers have acquired a customer
through LinkedIn, compared to 22% for B2C
 LinkedIn received over 1 BILLION pageviews in the
last 30 days (as of 7/8/14)

 I recently posted a downloadable piece of
content on my blog (with registration form)
 Shared that blog article:
 As a LinkedIn status update
 In 49 out of 50 LinkedIn groups

 I received the following from LinkedIn
 4,755 pageviews on that article
 1,634 website visits
 1,083 downloads on new content
 460 downloads on old content (linked to by new)
 851 new email subscribers
 930 pageviews on an older article (linked to by new)
 51 group post “likes”
 36 new connection requests
 27 group post comments

SEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS

 Who EXACTLY are you going after?
 Prospects? Strategic Partners? Referral Sources?
 What EXACTLY makes you different?
 What EXACTLY do you want to get from this?
 Meetings? Email subscribers?Website visitors?
BE SPECIFIC.

 Define demographics
 Age
 Gender
 Occupation/position
 Family situation (marriage, number of children, caring for an elder
adult, etc.)
 Income/revenue level
 Geographical region
 Education level or number of years in business

 Define psychographics
 What are their needs?
 What are their buying habits?
 What are their lifestyle patterns (hobbies/interests, beliefs, values,
behavior patterns/habits)?
 What publications do they read (online & offline)?
 Where do they go for their education/research?
 What do they love to do (hobbies/activities)?
 What do your clients care about when it comes to your services?

 Define situational characteristics
 What are the common situations that they are in?
 Define pain points
 What are the most painful problems or issues that your market is
trying to deal with?Why?
 What keeps them up at night?
 What are they scared/afraid of?
 What negative things will happen if they DON’T use your
products/services?

 Why are you better than your competition?
 Mission,Vision,Values
 Education? Experience? Customer Service?
 Define benefits of them using your services
 What good things will happen for them or their business?
 What positive emotional or egotistical effects would they experience?

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LEADS

 Increase my total number of connections by a
minimum of X per X (week, month, etc.)
 Increase LinkedIn-driven website & blog traffic by a
minimum of X% per X (week, month, etc.)
 Post activity should be a minimum of X posts per
(week, month, etc.)
v

(Yes, these are actual LinkedIn profile pictures. *sigh*)

 PROFESSIONAL headshot
 GREAT headline (TIP: For SEO purposes, put
your name first, i.e. “Pam Aungst is a…”)
 CUSTOM profile link (URL)
 LINKS to Company Profile &Website
 COMPLETELY filled out
 SMART keywords
 Projects
 Multimedia
 SPEELCHEK!

 Interests -> Companies ->
Add a Company
 Fill out 100%
 Add Showcase Pages
 Link to your profile as
place of employment

 The company logo should be
100px x 60px.
 The square company logo should be
50px x 50px
 A branded cover photo should be on the
page. Cover photos are 646 pixels wide
and 220 pixels tall

 Products & Services pages have been replaced with
Showcase Pages
 Showcase Pages are extensions of your Company Page,
designed for spotlighting a brand, business unit, or
initiative
 Can have up to 10
 Can post updates & sponsored updates
 Can optimize for SEO

 Choose your words
carefully
 Be authentic
 Recommendations you
GIVE are shown on YOUR
profile. If you wouldn’t
recommend that person
“IRL”, don’t do it online.

Download this slide deck at http://bit.ly/LIBASICS14
 Promptly thank people
for recommending you

 To ask for a
clarification/correction on a
recommendation you receive.
It’s a reflection of you!

 “I received your request for a LinkedIn recommendation.
I’m happy to vouch for your expertise, but since we didn’t
actually work together and I wouldn’t be able to answer
any specific questions about my experience with you if
they arise, I think it might be best if I contributed to your
profile with an endorsement instead of a detailed
recommendation.”

 DON’T be too restrictive
Would you go to a
networking event and
REFUSE to speak to
people that you
haven’t already met?

1. LinkedIn Premium
1. Business, Business Plus, Executive
2. Premium For Recruiters
1. Talent Basic, Recruiter Lite, Recruiter Corporate
3. Job Seekers Premium
1. Job Seeker Basic, Job Seeker , Job Seeker Plus
4. Sales Navigator
1. Sales Basic, Sales Plus, Sales Executive

 BOTH allow for:
 InMails
 Better searching capabilities
 Full profiles
 More introduction requests

 Sales Navigator adds:
 Lead recommendations
(finds decision makers)
 Lead Builder (list maker)
 TeamLink (find common connections)

1. Import your email
contacts
2. Use the “PeopleYou
May Know” feature
3. Explore connections
of your connections

 People who comment on your posts
 People who post interesting things
 People who converse a lot
 People in the group directory

 Connect and/or ask:
 How they found
you
 Why they were
looking for
people like you
 How you can
help them or
each other

 Basic (free) account search results include:
 Full profiles w/names for 1st &2nd degree connections
+ full profiles when searching by name
 Profile summaries for 3rd degree, out-of-network profiles, and fellow group members
 Max 100 profiles
 Basic filters to refine results
 Premium account search results include:
 Full profiles of 1st and 2nd degree connections
 Full names for members in your network, and those you share groups with.
 Profile summaries for out-of-network profiles
 Extensive search results (varies between account types)
 Premium filters to refine your results

•Keywords
•First Name
•Last Name
•Title
•Company
•School
•Location
•Country
•Postal Code
•Relationship
•Current Company
•Industry
•Past Company
•School
•Profile Language
•Groups
•Years of Experience
•Function
•Seniority Level
•Interested In
•Company Size
•Fortune
•When Joined
RED = Premium Only

 Quoted searches - For an exact phrase, enclose the phrase in quotation marks
(e.g. "product manager").
 NOT searches - To exclude a particular term, type that term with an uppercase
NOT immediately before it (e.g. programmer NOT manager).
 OR searches - To see results that include 1 or more terms in a list, separate the
terms with an uppercase OR (e.g. sales OR marketing).
 AND searches - To get results that must include 2 or more terms in a list, you
can use the upper-case word AND as a separator (e.g. manager AND director).
 Parenthetical searches - To do a complex search, you can combine terms
using parentheses. For example, to find people who have "VP" in their profiles,
or have both director AND division in their profiles, type: VP OR (director AND
division)

 Mention:
 Common ground
 Where/how you met
 Why you’d like to
connect

When clicking “Connect” from the following places, youCAN’T
customize a connection request greeting.
 Search results
 PeopleYou May Know
You CAN customize a connection request greeting when clicking
“Connect” from:
 The person’s profile
 Group membership list
 When “hovering” over a member’s picture in a group

Need to say more than you can
fit in the connection request intro
box?
Send an InMail (Premium
feature) explaining why you want
to connect.
InMails only get deducted from
your balance if accepted.

 Be wary of
profiles that:
 Are from *certain*
foreign countries
 Are named “Prince
So-And-So”
 Lack a profile
picture
 Have spammy
headlines
Anatomy of a Spammy Profile:

 Want to be a little more conservative?Try this:

 Consider replying toALL
connections with a message
 Or be selective and reply to
potential good offline
connections
 Good to reply to all
customized connection
requests

 Easier to reply before
accepting than after
 Just remember to go
back and accept

 If you WOULD
do it offline, DO
do it online!

 Use sparingly
 Be as genuine as possible
 Up to 50 people at a time
 Click on “Connections”
 Filter by “Connections Only”
 Click “Select All”
 Keep scrolling down to expand list (but not beyond 50)
 Back up at the top, click “message” (next to “Select All”

 Click on “Home”
 Go to “Connections” ->
“Keep inTouch”
 Like, Congratulate, and
Comment

 Research the people
you’ll be meeting with
 Find common ground
for conversation
(but don’t be creepy
about it)

 CamCard or Evernote
Scan business cards & connect instantly
 Rapportive Plugin (Gmail) or Xobni (Outlook)
Email plugin that displays social profiles of contacts
 Nimble (Social CRM system)
Customer Relationship Management software that integrates social
communications
 Zoho & Salesforce Add-ons
(TraditionalCRM Systems with LinkedIn “plugins”)

OBEY CAN-SPAM LAWS – Send an opt-in campaign
 Click on “Connections”
 Under “Advanced Settings,” click on “Export
LinkedIn Connections”

 Do NOT join groups YOU are interested in
 Join groups yourTARGET PROSPECTS are in

 “Either/or” type questions
 “Hot button” issues, i.e.:

 Interesting articles, your own articles
 Check the group rules first

 Do NOT post anything in a group
without asking yourself:
“Will they find this information
GENUINELY USEFUL whether they
do business with me or not?”

 On Mondays, I post a question about X
 On Wednesdays, I post an article aboutY
 On Fridays, I share one of my recent blogs

 LinkedIn Bookmarklet
lets you post a link to several groups at once
http://www.linkedin.com/static?key=browser_bookmarklet

 Hootsuite Pro
lets you post a link to several groups at
once AND utilize scheduling
 Watch that posts don’t get cut off
(group max char is less than status
update)

 If someone came up to you “IRL” and
said “Great job on that article!” –
Would you just stare at them and not
reply?

 Website (External)
 (min bid $2.00 per click or $2.00 CPM)
 Company Page
 (min bid $2.00 per click or $2.00 CPM)
 Sponsored Update
 (min bid $2.50/click or $10.50 CPM)

 WEBSITE ADS:
 Drive website traffic from an extremely
targeted audience
 COMPANY PAGE ADS:
 Company pages do not see a lot of
engagement on LinkedIn, so may have a
limited return.
 SPONSORED
UPDATES:
 Promoting company page posts in the
newsfeeds of both followers and non-
followers whose meet targeting. Use for
specific events/promotions.

Will LinkedIn ads work for you?
Try it and find out.
Run small tests & measure results.

 Connections made
 Connection requests sent
 Introductions Requested
 Recommendations Given
 Messages Sent
 Status Updates
 Stream interactions
 Group posts
 Group comments
 Company Page Posts
 Ads
 WebsiteTraffic
 Your Goals (KPIs)

 2 out of every 10 messages sent results in a meeting
 1 out of every 5 meetings leads to a proposal
 20% close ratio
Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops)
Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)
 Behavior Goal = Send 150 messages per month

 Strategy
 Define Target Market
 Define Brand Differentiators
 Define Why DoingThis - Set Goals
 Profile Optimization
 Professional photo
 Tagline – 3rd Party – Differentiate
 Spellcheck!
 Extras: Multimedia, Projects
 Fill out company profile & Showcase
pages
 Fill all out ONE HUNDRED PERCENT
 Recommend/Endorse
 GIVETO GET!
 Connect/Prospect
 Don’t be too restrictive
 Import, Explore, Search, Browse Groups
 Connect Request Intro, or send InMail
 Use CRMTools
 Start networking: send a message, stay
in touch
 Groups
 Ask questions
 Post GENUINELY USEFUL info
 Strategy, Routine &Tools
 Ads
 Experiment/Measure
 Measure
 Track EVERYTHING
 Find Trends & Set Behavior Goals

Maximizing LinkedIn
Download this slide deck at:
http://bit.ly/MAXLINK22
Ask about my coaching!

Maximizing LinkedIn (July 2014 Edition)

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Maximizing LinkedIn (July 2014 Edition)