HOW-TO:MAKE LINKEDIN WORK
FOR YOUR BUSINESSAttracting Highly-Qualified Leads From the
“World's Largest Professional Network”
+Chris Mohritz | [email protected] | #IdeaToOperations
OUR JOURNEY
● Why & Who● Personal profile● Business page● Groups● Connections● Sharing● Recommendations
We’ll jump right inFeel free to ask about my background after session
WHY & WHOGetting Started
LINKEDIN: NOT FACEBOOK
● Think business networking● Connect professionally● “Business tool” over “social network”
LINKEDIN: B2B BUSINESS IN A BOX
● Market Research● Product Research (profiles, Answers)● Customer Interviews (polls)● Marketing Channel (ads, inbound)● Authority Building (share - strategically)● Community Building (groups)● Global Reach
ITS WORTH THE INVESTMENT
● 84.0% of power users say they’ve generated “several” or “lots” of opportunities
● Research product/service ideas (look for their key challenges on prospect profiles)
● Attract leads to you (build authority)● Long-term (no instant miracles)
www.jillkonrath.com/linkedin-sales-code (optin)
LINKEDIN: B2C GOLDMINE
● Find suppliers / manufacturers● Find sponsors / advertisers● Find partners / joint ventures● Vet consultants● Recruit top talent
PROFESSIONAL PROFILEYour Personal Presence
BE SEARCH FRIENDLY
● What would your prospect search for? ● Model existing profile (keyword search)● Be complete (follow prompts to 100%)● Include samples of your work (rich media)● List 3 keywords you want to be found for● Sprinkle keywords throughout profile (SEO)● Claim your vanity url● Compelling anchor text for website links● Reorder components ("above the fold")
www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
PAID ACCOUNTS
● More InMails● More Introductions● OpenLink● More intelligent search● Convey “I’m serious”
www.linkedin.com/mnyfe/subscriptionv2
COMPANY PAGEYour Business Presence
BE SEARCH FRIENDLY
● What would your prospect search for? ● Model existing profile (keyword search)● List 3 keywords company will be found for● Sprinkle keywords through profile (SEO)● List job openings● Use a compelling banner image● Insert a “no bounce” video● Capture & display client testimonials● Display blog posts & other social updates
socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile
socialmediaexaminer.com/optimize-new-linkedin-company-page
offers.hubspot.com/introduction-to-linkedin-for-business
JOIN & CREATE GROUPSTarget Your Niche
A COMMON WORLDVIEW
"The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe."~Simon Sinek
www.youtube.com/watch?v=qp0HIF3SfI4
HIGHLY-TARGETED PROSPECTING
● A specific cause, niche topic, worldview● A forum to provide thought leadership
content and build a professional tribe● Limits (help.linkedin.com/app/answers/detail/a_id/190)● Send messages directly to group members● Way to start conversations with prospects● Check prospects for group membership● Engage through relevant discussions● Email & poll within your groups
BE SEARCH FRIENDLY
● What would your prospect search for? ● Search for groups using target keywords● Create group content using keywords
“LINKEDIN INFLUENCER” PROGRAM
● Recently opened to all users (blog.linkedin.
com/2014/02/19/the-definitive-professional-publishing-platform)● Create a blog on LinkedIn● Keep it ultra-high quality● Keep it focused on professional topics
NETWORK & CONNECTGet Referrals & Introductions
START WHERE YOU STAND
● Add people you already know● Search existing contact lists (gmail, etc.)
PERSONALIZE INVITE MESSAGES
● Something from their profile that you find interesting or relevant
● Names of mutual acquaintances ● Common interests● Other companies you’ve worked with
(credibility)
EXPANDING HORIZONS
● www.1linkedin.co.uk (boost number only)● Open Networkers (LION)● InMail (quality of the message is key)● Network introductions● OpenLink (help.linkedin.com/app/answers/detail/a_id/139)
SHARE INSIGHTSBe a Thought Leader
CONTEXT IS KING
● Post discussions to your Groups● Post responses to LinkedIn Answers● Post updates to your Profile● Find existing content related to keywords● What's Hot (www.linkedin.com/today)● Use content aggregators to find ideas
(scottcowley.com/blog/algorithm-based-content-aggregator-websites)
BE THE "GO-TO" PERSON
● Must be visible, valuable and timely with your participation
● Be “referable”: consistently share good information, offer insights and contribute to the conversation
● Give existing content a different spin, your unique perspective
● Be in the relationship business, not the content business
BE CONSISTENT
ENDORSEMENTSSocial Proof
BUILD YOUR SOCIAL PROOF
● Recommendations go with positions● Endorsements go with skills● Give to get ● Use "ask to be recommended"
www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)
STAY ENGAGEDConsistency is Critical
STAY THE COURSE
● Make a plan, keep it● Activities (content) calendar● 1 hour per day?● Explore features, get LinkedIn savvy● Get group discussion digest emails● Use “save search”● Backup your contacts (www.linkedin.
com/contacts/manage_sources)
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
INVOLVEMENT IS JOB #1
● Like others’ shares● Comment on others’ posts in the group● Share your (helpful) content● Share other (helpful) blog content● Cross-promote with other networks (ie.
bring your pinterest traffic into LinkedIn)
GET LEADSBe "Referable"
A 7-STEP PLAN
● Its not about the bells/whistles, its about people - developing relationships
● Stay focused on what matters to your prospects (resolve their challenges)
● Propose a short initial conversation● Suggest online meetings
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
THE NEXT LEVELMaking it a Little More Useful
LINKEDIN LABS
● Swarm● Resume● InMaps● Timeline
engineering.linkedin.com/linkedinlabs
ADDITIONAL RESOURCES
● rocklinkedin.com (forbes.com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social-
media-power-influencers-2013/2/)● youtube.com/results?search_query=linkedin
RECAP
● Tons of resources available● LinkedIn is a channel for developing
professional relationships● “Selling is all about relationships, building
trust and establishing rapport.”● “It all starts with your profile; it has to be
created with your buyer in mind.”
Questions?Feedback?
linkedin.com/in/chrismohritz
