Download - Local vox linkedin-webinar
Become a LinkedIn Expert
Build a Marketing Plan that Increases Business
Hosted by:
Jake Lieberman, Lead Gen & Marketing Analyst
Catherine Schutten, Content & Brand Strategy
Local online marketing
made simple
What We Will Cover Today
A 5-minute “beginner’s guide”
Build great personal and company pages
Optimizing your pages and content
Best practices and etiquette
Tips and tools
Additional resources
Local online marketing
made simple
The largest social network for professionals
Currently there are 313 million members,
including senior-level decision-makers
Two new people sign-up every second
Background & Statistics A Beginner’s
Guide
Local online marketing
made simple
41% of users have 500+ connections
Who’s Viewed Your Profile? is #1 feature
There are 4 million Company Pages
Background & Statistics A Beginner’s
Guide
Local online marketing
made simple
Press pickup is an influential marketing vehicle
94% + of journalists and editors use LinkedIn
A Powerful Tool for Media Exposure A Beginner’s
Guide
Local online marketing
made simple
A Powerful Tool for Partnerships
As a professional social network, LinkedIn is
the ideal platform to seek out opportunities
Be selective/strategic with partners: key
industry players have more impact
A Beginner’s
Guide
Local online marketing
made simple
A Powerful Tool for Networking
Make an effort to connect with everyone you
know professionally
A Beginner’s
Guide
Local online marketing
made simple
A Powerful Tool to Find Customers
Company Pages and Groups allow your
business to be discovered by members
Start building relationships with prospective
customers
A Beginner’s
Guide
Local online marketing
made simple
Build a Great
Personal Page Why Create a Personal Page?
People are searching for you – if you’re not on LinkedIn,
you can’t be found
Power your business
Learn and share
Local online marketing
made simple
HEADER IMAGE
Share your mission,
school-pride, activities
you enjoy, causes you
are passionate about
PROFILE PICTURE
• Recent, professional-
looking photo
• Portray credibility
and confidence
• Don’t use your
business’s logo
Sample Profile
Build a Great
Personal Page Example
HEADLINE
120 characters that feed into
search
Use keywords to create your
value proposition
Local online marketing
made simple
Other Available Profile Sections: (if applicable)
Summary
Organizations
Honors/awards, test scores, courses
Patents
Publications
Certifications
Interests
Personal details
Advice for contacting
Volunteering
Projects
Languages
Skills and endorsements
Education
Recommendations
Sections You Can Include
Make sure your profile is
completely filled out!
Build a Great
Personal Page
Local online marketing
made simple
Don’t miss out on opportunities because
people can’t get in touch
3 places to include contact information:
1. Top box of your profile
2. Bottom of summary
3. Additional information
Contact Information Build a Great
Personal Page
Local online marketing
made simple
Raise brand awareness
Promote career opportunities
Educate potential customers
Why Create a Company Page? Build a Great
Company Page
Local online marketing
made simple
Write a compelling summary (keywords!)
Your products and services
Use dynamic photos for your cover image to
grab attention
Always Include Build a Great
Company Page
Local online marketing
made simple
Showcase Pages
Ideal for spotlighting a brand, business unit or initiative
Allows you to have a different message than your
Company Page
You control the audience segments it reaches
Build a Great
Company Page
Local online marketing
made simple
Make sure your profile is as complete as
possible
Customize your public profile URL
Show work samples and get endorsed
Optimize Your
Pages Personal Page
Local online marketing
made simple
Be consistent with your branding standards
Include images, banners and videos
Link to a webpage
Company Page Optimize Your
Pages
Local online marketing
made simple
Four ways to update your network:
1. Status
2. Links
• Titles < 70 characters
• Descriptions < 250 words
3. Photo
4. Video Link
Post Regular Updates Optimize Your
Pages
Local online marketing
made simple
Members can search for: employee
candidates, freelancers, industry experts, etc.
Show up more often in searches
Increase your chance of being discovered
SEO Optimize Your
Pages
Local online marketing
made simple
Videos
SlideShare presentations
Photos from conferences
Screenshots of published articles
Press releases
Sell sheets
Designed products
Use Rich Media Optimize Your
Pages
Local online marketing
made simple
Practical, data-driven articles
Self-improvement content related to
practical topics is most popular
Popular topics:
Career development
Leadership
Management
Marketing
Customer service
Industry-specific
Write About Compelling Topics Optimize Your
Content
Local online marketing
made simple
Crucial to success of story
Image and headline should work together
Entice members to click on your post from
their newsfeed
Use Impactful Headlines and Images Optimize Your
Content
Local online marketing
made simple
Always include a call-to-action at the bottom
of your article
Keep it simple
Direct traffic to a compelling landing page
Close with a Call-to-Action Optimize Your
Content
Local online marketing
made simple
Plan Publishing Times
Different social media platforms work well
at different times
Downtime during office hours works well for
catching people who have a few spare
minutes to read
Don’t post on weekends or holidays
Optimize Your
Content
Local online marketing
made simple
Open Networking Best Practices
& Etiquette
Pros: larger network, more connections
Cons: spam, impersonal network
Communication tips:
1. Lead with a commonality
2. Quickly get to the point
3. Explain your qualifications
4. Action item
Local online marketing
made simple
Exclusive Networking Best Practices
& Etiquette
Only connect with members you know
Pros: personal connections,
quality vs. quantity
Cons: smaller network,
less reach
Local online marketing
made simple
Be identifiable
Check out who has viewed your profile
Find new connections (and connect with old
ones) by using the Contacts tool and Groups
Networking Etiquette Best Practices
& Etiquette
Local online marketing
made simple
Help others while helping yourself
Recommend colleagues and vendors you
have done business with
Recommending others without a request
verifies their skills and social profile proof
Recommend Colleagues Best Practices
& Etiquette
Local online marketing
made simple
Join Targeted Groups
Groups span all industries
Generate discussions or message individuals
Many groups have 10,000+ members, an
ideal opportunity to spread the word about
your business and build your network
Tips & Tools
Local online marketing
made simple
Add your Twitter account and feed your
LinkedIn posts to Twitter
Include your Twitter handle in your profile or
pages to create cross-promotion
Incorporates real-time services (search)
Twitter Tips & Tools
Local online marketing
made simple
Import your WordPress blog to your profile
OR use RSS feeds for other platforms
Good way to repurposing content you have
already created
Tips & Tools Synch Your Blogs
Local online marketing
made simple
Target by audience
Choose different formats
Sponsored updates
Text
Banner
Video
Create Ad Campaigns Tips & Tools
Local online marketing
made simple
Meet face-to-face with your network
LinkedIn will call out popular events in your
industry and highlight your connections
that are attending
Create Events Tips & Tools
Local online marketing
made simple
Find and vet vendors through the network of
your peers
Trade service recommendations with peers
Provides quality assurance
Find the Right Vendor Tips & Tools
Local online marketing
made simple
Find mentors, potential investors or
professionals interested in franchising
opportunities
Keeps your business top-of-mind
Expand Your Business Tips & Tools
Local online marketing
made simple
Review past comments for items you need
to follow-up on
Search for conversations by keyword and
add your comments
The links you comment on can spark ideas
Search Comments Tips & Tools
Social Inbox
Visit localvox.com/solutions/social-inbox for a free demo!
See entire conversations on
1 screen
Smarter metrics
Enhanced photo-sharing
capabilities
Link all your networks
Enter today! localvox.com/nextbigsmb
1 grand prize winner will receive
$15,000 worth of free marketing services!
20 runner-ups will get a free 6-month subscription to LocalCast.
Simple, Effective and Affordable
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