maximizing linkedin - spring 2015 edition
TRANSCRIPT
Agenda
Intro Strategy Profile Optimization Recommendations &
Endorsements Connecting & Prospecting Group Membership Ads Premium Features Maximizing Chamber Membership via
LinkedIn Measuring the Results
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Download This!
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What do you want?
What is your one main desired takeaway today?
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Fun Facts
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LinkedIn launched in 2003. Now 12 years old.
LinkedIn has over 340 million users (in total as of end of 2014) 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 receives an average of 93 million visits per month (4th quarter 2014)
A Story
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
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The Power of LinkedIn
A Story
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One Week Later… 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
A Story
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My Online Sales FunnelSEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS
Strategy
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.
Strategy
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Strategy
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
Target Market
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Strategy
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?
Target Market
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Strategy
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?
Target Market
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Strategy
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?
Brand Differentiators
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Strategy
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.)
Set Goals
v
Profile Optimization
Profile Picture DON’Ts
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(Yes, these are actual LinkedIn profile pictures. *sigh*)
Profile Optimization
Profile Optimization
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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!
Profile Optimization
Position Description = What You Do At Your Co.
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Profile Optimization
Publish FULL Articles!
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Profile Optimization
Each Skill is Clickable: A Way to Get Discovered
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Profile Optimization
Interests -> Companies -> Add a Company
Fill out 100%
Add Showcase Pages
Link to your profile as place of employment
Company Profile
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Profile Optimization
Link Personal & Company Profiles
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Profile Optimization
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
Company Profile Images
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Profile Optimization
Showcase Pages
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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
Recommend & Endorse
Endorsements
Quantity = Credibility
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Recommend & Endorse
Recommendations
Quality AND Quantity
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Recommend & Endorse
The Gracious Way: GIVE to GET
“Reciprocal gifting is a driving force in how people build relationships
with one another.”
–Ric Dragon, Social Marketology
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Recommend & Endorse
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.
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Remember!
Do’s and Don’ts
DO NOT: Forget Your
Manners
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Promptly thank people for recommending you
“Keep it IRL”
If you wouldn’tdo it offline,
don’t do it online!
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Recommend & Endorse
To ask for a clarification/correction on a recommendation you receive. It’s a reflection of you!
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Don’t Be Afraid…
Recommend & Endorse
“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.”
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Endorse Instead
DON’T be too restrictive
Would you go to a networking event and REFUSE to speak to people that you haven’t already met?
Build Your Network
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Connecting/Prospecting
“Keep it IRL”
If you wouldn’tdo it offline,
don’t do it online!
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1. LinkedIn Premium1. Business, Business Plus, Executive
2. Premium For Recruiters1. Talent Basic, Recruiter Lite, Recruiter
Corporate3. Job Seekers Premium
1. Job Seeker Basic, Job Seeker , Job Seeker Plus
4. Sales Navigator1. Sales Basic, Sales Plus, Sales Executive
Premium Subscriptions
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Premium
BOTH allow for: InMails Better searching capabilities Full profiles More introduction requests
Premium vs. Sales Navigator
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Premium
Sales Navigator adds: Lead recommendations
(finds decision makers) Lead Builder (list maker) TeamLink (find common connections)
Premium vs. Sales Navigator
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Premium
Connecting/Prospecting
Find People to
Connect With
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Connecting/Prospecting
1. Import your email contacts
2. Use the “People You May Know” feature
3. Explore connections of your connections
Import & Explore
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NoUpgradeNeeded
Connecting/Prospecting
Fellow Group Members
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People who comment on your posts
People who post interesting things
People who converse a lot People in the group directory No
UpgradeNeeded
Connecting/Prospecting
People Who Viewed You
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Connect and/or ask: How they
found you Why they
were looking for people like you
How you can help them or each other
UpgradeTo See More
Connecting/Prospecting
Search
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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
Upgrade forMore Functionality
Connecting/Prospecting
Advanced Search
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• 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 OnlyUpgrade for
More Functionality
Connecting/Prospecting
Boolean Search
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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)
NoUpgrad
eNeeded
Connecting/Prospecting
Customizing the Intro
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Mention: Common ground Where/how you
met Why you’d like
to connect
Connecting/Prospecting
Request Introduction
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Upgrade to getMore than
5 per month
Connecting/Prospecting
Send InMail
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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.
UpgradeRequired
Connecting/Prospecting
Accepting Connections
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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:
Connecting/Prospecting
Accepting Connections
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Want to be a little more conservative? Try this:
Connecting/Prospecting
Accepting Connections
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Consider replying to ALL connections with a message
Or be selective and reply to potential good offline connections
Good to reply to all customized connection requests
Connecting/Prospecting
Accepting Connections
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Easier to reply before accepting than after
Just remember to go back and accept
Connecting/Prospecting
Start Networking:Send a Message
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Connecting/Prospecting
It’s Networking!
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If you WOULD do it offline, DO do it online!
Connecting/Prospecting
Bulk Messaging
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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”
“Keep it IRL”
If you wouldn’tdo it offline,
don’t do it online!
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Connecting/Prospecting
Keep Networking: Stay in Touch
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Click on “Home” Go to
“Connections” -> “Keep in Touch”
Like, Congratulate, and Comment
Connecting/Prospecting
Enhance Networking & Sales Meetings
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Research the people you’ll be meeting with
Find common ground for conversation(but don’t be creepy about it)
Connecting/Prospecting
Get Techy: CRM Tools for LinkedIn 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 (Traditional CRM Systems with LinkedIn “plugins”)
LinkedIn “Connected” App (Gives you relevant updates about the people you know, i.e. birthdays, job changes, etc.)
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Connecting/Prospecting
Export Email Addresses
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OBEY CAN-SPAM LAWS – Send an opt-in campaign
Click on “Connections”Under “Advanced Settings,” click
on “Export LinkedIn Connections”
Group Membership
Target MarketTarget MarketTarget Market
Do NOT join groups YOU are interested in
Join groups your TARGET PROSPECTS are in
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Group Membership
Foster Discussion “Either/or” type questions
“Hot button” issues, i.e.:
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Group Membership
Post Articles Interesting articles, your own articles
Check the group rules first
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Group Membership
Is it GENUINELY USEFUL? 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?”
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Group Membership
Strategy & Schedule
On Mondays, I post a question about X
On Wednesdays, I post an article about Y
On Fridays, I share one of my recent blogs
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Group Membership
Group Posting Tools LinkedIn Bookmarklet
lets you post a link to several groups at once
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Group Membership
Group Posting Tools 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)
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Group Membership
Always Reply to Comments
If someone came up to you “IRL” and said “Great job on that article!” – Would you just stare at them and not reply?
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“Keep it IRL”
If you wouldn’tdo it offline,
don’t do it online!
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Ads
Types of Ads
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)
Display Ads $25,000 minimum monthly
commitment
Retargeting (NEW!) Extension of display network
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Ads
Uses for Ads
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.
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Ads
Experiment & Measure
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Will LinkedIn ads work for you?
Try it and find out.
Run small tests & measure results.
Measurement
Track EVERYTHING Connections made
Connection requests sent
Introductions Requested
Recommendations Given
Messages Sent
Status Updates
Stream interactions
Group posts
Group comments
Company Page Posts
Ads
Website Traffic
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Measurement
Find Trends & Set Behavior Goals 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
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Recap
Strategy Define Target Market Define Brand Differentiators Define Why Doing This - 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 GIVE TO GET!
Connect/Prospect Don’t be too restrictive Import, Explore, Search, Browse
Groups Connect Request Intro, or send
InMail Use CRM Tools 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 GoalsDownload this slide deck at http://bit.ly/MAXLINK5
“Keep it IRL”
If you wouldn’tdo it offline,
don’t do it online!
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