maximizing linkedin late 2014 edition
TRANSCRIPT
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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We will have Q&A at the end of each section.
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Download this slide deck at:
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What is your one main desired takeaway today?
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Download this slide deck at http://bit.ly/MAXLINK3
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)
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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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Download this slide deck at http://bit.ly/MAXLINK3
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
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SEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS
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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.
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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
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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?
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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?
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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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Download this slide deck at http://bit.ly/MAXLINK3
?
?
?
?
?
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
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
(Yes, these are actual LinkedIn profile pictures. *sigh*)
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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!
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Interests -> Companies -> Add a Company
Fill out 100%
Add Showcase Pages
Link to your profile as place of employment
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Download this slide deck at http://bit.ly/MAXLINK3
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
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Download this slide deck at http://bit.ly/MAXLINK3
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
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
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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Promptly thank people for recommending you
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To ask for a clarification/correction on a recommendation you receive. It’s a reflection of you!
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“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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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
v
DON’T be too restrictive
Would you go to a networking event and REFUSE to speak to people that you haven’t already met?
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
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
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BOTH allow for:
InMails
Better searching capabilities
Full profiles
More introduction requests
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Sales Navigator adds:
Lead recommendations(finds decision makers)
Lead Builder (list maker)
TeamLink (find common connections)
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Download this slide deck at http://bit.ly/MAXLINK3
1. Import your email contacts
2. Use the “People You May Know” feature
3. Explore connections of your connections
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Download this slide deck at http://bit.ly/MAXLINK3
People who comment on your posts People who post interesting things People who converse a lot People in the group directory
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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
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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
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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 Only
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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)
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Mention:
Common ground
Where/how you met
Why you’d like to connect
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
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.
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Download this slide deck at http://bit.ly/MAXLINK3
Be wary of profiles that: Are from *certain*
foreign countries
Are named “Prince So-And-So”
Lack a profile picture
Have spammyheadlines
Anatomy of a Spammy Profile:
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Want to be a little more conservative? Try this:
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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
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Easier to reply before accepting than after
Just remember to go back and accept
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
If you WOULD do it offline, DO do it online!
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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”
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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Click on “Home”
Go to “Connections” -> “Keep in Touch”
Like, Congratulate, and Comment
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Research the people you’ll be meeting with
Find common ground for conversation(but don’t be creepy about it)
CamCard or EvernoteScan 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”)
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Download this slide deck at http://bit.ly/MAXLINK3
OBEY CAN-SPAM LAWS – Send an opt-in campaign
Click on “Connections”
Under “Advanced Settings,” click on “Export LinkedIn Connections”
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Download this slide deck at http://bit.ly/MAXLINK3
Do NOT join groups YOU are interested in
Join groups your TARGET PROSPECTS are in
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“Either/or” type questions
“Hot button” issues, i.e.:
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Interesting articles, your own articles
Check the group rules first
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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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Download this slide deck at http://bit.ly/MAXLINK3
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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LinkedIn Bookmarkletlets you post a link to several groups at once
http://www.linkedin.com/static?key=browser_bookmarklet
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Download this slide deck at http://bit.ly/MAXLINK3
Hootsuite Prolets 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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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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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
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)
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Download this slide deck at http://bit.ly/MAXLINK3
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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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Will LinkedIn ads work for you?
Try it and find out.
Run small tests & measure results.
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Download this slide deck at http://bit.ly/MAXLINK3
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
Your Goals (KPIs)
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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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Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
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 Goals
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Download this slide deck at http://bit.ly/MAXLINK3
Maximizing LinkedIn
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