leveraging linkedin to prospect, promote, sell, & succeed

Leveraging LinkedIn to

Prospect, Promote, Sell & Succeed

Joel Don @joeldon joel@commstrategies.com

Pure business network >200 million users Profile + work/education timeline =

invaluable (free) business intelligence

Accurate (mostly) business data Not a static resume site (if you

engage)

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How you show up What you share How you share

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Only maintain one LinkedIn account at any given time

You may not create a user profile for anyone other than a natural person; don’t be a logo

Profile image: “your likeness or a head-shot photo” If you are a business and plan to put a

business name as your name, don’t join LinkedIn. LinkedIn is a social network for professionals and people, not companies.

Neal Schaffer, Author, LinkedIn Expert

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Create a robust profile; complete every profile field

Use a professional photo Don’t forget the headline Include websites or links (up to 3) Polish summary ◦ experience (employment history +

accomplishments) ◦ specialties ◦ skills/expertise (endorsements) ◦ education ◦ organizations

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Competitive issues Current employer Prospecting

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Reveal ID to companies Job/career hunting Recruiting

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Join maximum 50 groups Groups enable backdoor email access (skip

InMail or “Introductions”) Sections: ◦ Discussions ◦ Promotions ◦ Jobs (LinkedIn paid listings) ◦ Jobs Discussions

Read the Group Rules before posting Every group set specific posting and

moderation policies ◦ Manager and/or member moderated ◦ Section policies ◦ New member and new LinkedIn account policies

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Questions Ideas Issues Trending topics Interesting articles (say why) Technical tips News Advice

Webinars White papers Products Meetings Conferences Events Services

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Avoid exceeding 130 characters Start a discussion = headline and

link to full post Add more details = supporting text Add link to “Attach a link” field ◦ Grabs summary of post/article ◦ Resolves post illustration graphic

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“a leader in building automation and security”

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Discussions

Engagement

Reputation LinkedIn

Profile

Company

(Products & Services)

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Most groups set to be moderated by managers and members

Post to the appropriate section Flagging = brand diminished with min 2

members New LinkedIn policy on members that are

blocked Blocked: “Requires Moderation” in all groups

(aka LinkedIn jail)

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Focus on Discussions ◦ Deliver LinkedIn “business card” & engage

Multiple group posting/same content ◦ Risks: cut, paste & run profile

Promotions: Watch post frequency Sell reputation & resource first; then products or

services Make every post an opp to engage, discuss Endorsements = poke ◦ Shortcut for recommendations ◦ Poke who you know; not sales/marketing strategy

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Joel Don @joeldon joel@commstrategies.com

public relations + social media + reputation enhancement