optimizing linkedin for marketing your company & personal profiles

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SEK&Co LinkedIn Training Information and training provided by Smith Elliott Kearns & Company, LLC is intended for reference only. As the information is designed solely to provide guidance to the participants, it is not intended to be a substitute for someone seeking personalized professional advice based on specific factual situations. Although Smith Elliott Kearns & Company, LLC has made every reasonable effort to ensure that the information provided is accurate, Smith Elliott Kearns & Company, LLC and its Members, managers and staff make no warranties, expressed or implied, on the information provided. The participant accepts the information as is and assumes all responsibility for the use of such information

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Optimize your personal and company pages to market YOU and your Business - write keyword-rich copy to make the most out of Search engine optimization. Whether you're looking for your next client or your next job, you can do better following these tips.

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Page 1: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

SEK&Co LinkedIn Training

Information and training provided by Smith Elliott Kearns & Company, LLC is intended for reference only. As the information is designed solely to provide guidance to the participants, it is not intended to be a substitute for someone seeking personalized professional advice based on specific factual situations.

Although Smith Elliott Kearns & Company, LLC has made every reasonable effort to ensure that the information provided is accurate, Smith Elliott Kearns & Company, LLC and its Members, managers and staff make no warranties, expressed or implied, on the information provided. The participant accepts the information as is and assumes all responsibility for the use of such information

Page 2: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Useful LinkedIn Statistics

• > 259 M users on LinkedIn

• > 2.9 M “C” level execs

• > 9.9 M business owners

• > 5.3 M VP level executives

• 27.9% of CEOs are active on LinkedIn

Page 3: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Useful LinkedIn Statistics*

• 93% of Fortune 100 companies use LinkedIn to hire

• > 3.4 M Company Pages

• ~ 5.3 B people searches in 2012

• ~ 4.2 B people searches in 2011

*Colleen McKenna intero ADVISORY

Page 4: Optimizing LinkedIn for Marketing Your Company & Personal Profiles
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Your LinkedIn Plan – Connect

• Make connections

• Ask for introductions

• Ask for recommendations

• Share meaningful content

Page 6: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Your LinkedIn Plan – Engage

• Follow up on meetings, mixers, introductions

• Don’t use “canned” link request

• Nurture connections with periodic emails

• Comment & Like

• Blog

Page 7: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Your LinkedIn Plan – Brand

• Are you “keyword” optimized?• 100% complete?• Add video, publications, slide decks• Nurture connections w/ periodic emails

• Don’t be afraid to be You

Page 8: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Your LinkedIn Plan – Network

• Clients & Prospects• Groups• Potential employers• Thought leaders• Competitors• Referral Partners• Others who serve your target client(s)

Page 9: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Showcase your firm’s products & services

• Prospects learn what customers say about you

• LinkedIn jobs appear in search results & on Twitter

• LinkedIn is its own search engine for finding jobs, people & companies

Company Pages can be great to promote your business

Page 10: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Company page updates reach all followers

• Updates can involve calls to action

• Can include calls to action

• Can include recommendations, video testimonials, calls-to-action

Why LinkedIn can be great to promote your business

Page 11: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Add links (profile, company page) to email signature

• Add LinkedIn profile URL to business card

• Add social media links to your website

• Add social sharing links to your blog posts

Your LinkedIn Company Page – Connect

Page 12: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Share useful content regularly

• > frequency as you curate more useful content

• Develop and post your own content

• Blogs

• Video

• Podcasts

• Slide decks

Your LinkedIn Company Page – Engage

Page 13: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Build out these pages

• Add an overview – history, mission, focus

• Add products or services

• Add offers or promotions

• Add links to your website, CTA, downloads

• Add video

• Describe products or services

• Client testimonials

Your LinkedIn Company Page – Brand

Page 14: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

• Have employees follow your page

• Have staff re-post items posted to your company page

• Make sure staff profiles “link” to company page

Your LinkedIn Company Page – Network

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Targeting New Business

Page 19: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Target & Wish List Accounts

• Learn more about them• Follow their company page(s)• Gain insight on firm management• Connect with folks to whom they’re

connected

Page 20: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Use LinkedIn for Research

• Competitors• Prospects• Industry segments, niches• Who your clients are connected to

– Referral opportunities– Ask for introductions

Page 21: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Use LinkedIn for Research

Page 22: Optimizing LinkedIn for Marketing Your Company & Personal Profiles

Use LinkedIn for Research

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