tips harnessing the power of linkedin for your business
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DESCRIPTIONThe key to harnessing the power of LinkedIn? Gain greater visibility. This presentation explore ways that you can optimize certain elements of your LinkedIn presence (both personal and company), so you will increase your visibility and sales funnel for more business.
Harnessing the Power of LinkedIn
Jennifer Culbertson | Looking Glass Marketing October 22, 2013
What Well Cover Today
Tips for Improving Personal Profile
Get More Out of Company Pages on LinkedIn Using LinkedIn Analytics
Q & A
Worlds largest professional networking site
It is one of the leading go to social media resources
More than 85 million members in more than 200 countries
40% of users check LinkedIn daily Average time user spends on LinkedIn 17 minutes 3 million LinkedIn Company pages 1.2 million products/services showcased on LinkedIn
Company pages 1.5 million LinkedIn groups 1 billion total LinkedIn endorsements Only 50.5% of users have complete profiles as defined by
LinkedIn 90.9% prefer using the Free version
B2B Statistics on LinkedIn
LinkedIn is 227% more effective for B2B lead
generation than Twitter
and Facebook - (Hubspot)
How Can LinkedIn Help You?
77% users say LinkedIn helped them research people and companies
69% said that it helped reconnect with past business associates
50% said it was good for building new network relationships with individuals who may influence potential customers
Source - LinkedIn
Why Should You Care?
Improve SEO and online presence (Google typically scores optimized LinkedIn profiles high)
Provides unique and targeted networking/relationship-building opportunities
Enhance your credibility and influence
Earn trust and recommendations
Generate more leads and build more business!
Tips for Improving Your Personal Profile
Typical Issues with Profiles
Not displaying your photo
Headline doesnt describe what you do
Status updates are not appealing
Not having at least 3 recommendations
No effort to make connections
Not listing 3 websites
Not claiming your personal URL
Summary lacks rich keywords
What makes your profile complete?
Your industry and location
An up-to-date current position (with a description)
Two past positions
Your skills (minimum of 3)
A profile photo
At least 50 connections
Profiles that are complete
Networks of connected people
Profiles chock-full of the same keyword(s) - Name, Headline, Company Name, Job Title and Skills
Professional Photo - This will make your profile 7x more likely to be viewed
Photo should be formal and professional
Format - JPG, GIF or PNG file
File size - 4MB maximum
Pixel size - 80 x 80 minimum and 500 x 500 maximum
Write a Descriptive Headline
3 LinkedIn Headline Tips 1. First think value proposition
How do you provide value? 2. Think target audience Whom do
you provide value for and who will read this?
3. Included keywords Include keywords in your headline that you think people will do searches for
LinkedIn will create a public profile address for you.
Not really memorable or likely to get you found on Google.
Personalize Your URL
TIP: Dont use your company name in your LinkedIn URL. A better choice is use your full name or Twitter username.
Customize Your Websites
TIP: Choose Other regardless of what kind of website it is. This will allow you to insert your own title and be more
Connect Your Twitter Account
TIP: Go to Settings, add Twitter account.
Complete Your Experience/Summary
TIP: Write your summary in the third person. Otherwise,
youll be using the letter I quite a bit.
Add Work Samples Add samples to the Summary, Education, and Experience sections on your profile
Presentations, eBooks, blog posts, videos, etc.
List Work History
TIPS: List at least 2-3 past positions. If your company
appears in the drop down once you type, click on it to
ensure you get grouped with fellow employees.
Add Educational Achievements
Make Your Profile Public
TIP: Be visible to Everyone in the effort to build your network.
Connections - Connections are two-way relationships of trust between people who know each other.
You will want to connect with co-workers, colleagues, classmates and friends Invite contacts you know through email
to connect with you They will have to accept your invitation Personalize the invitation to someone you
met at a networking event It was really great meeting you today, I would like to add you to my professional network
How many connections? Some say 10 times your age Average around 300 or so
Endorsements - This is where you can portray your specific skills
Connections will be able to endorse you for the skills that are relevant
Endorse someone in your network for a skill
This will increase the likelihood that they will reciprocate
Make sure you only endorse someone for skills that you know they possess
You can hide endorsements as well
Groups provide a social network for people to share similar interests
Groups are a top feature of what users like in LinkedIn
Research groups to join
Look for groups in your target audience
Start your own group to host discussion
Leverage LinkedIn Groups
If you're a member of the same group as another user, you can bypass the need to be a first-degree connection in order to message them.
Group members are also able to view the profiles of other members of the same group without being connected.
Join more groups to enable more messaging and profile viewership capabilities.
Optimize Company Page
Exposure and Visibility - Company page gives more exposure and visibility
to your business, products or services.
Gain Followers - This will allow your page followers to be able to keep in track of your company news, status updates and/or announcements.
Add products and services - You can also add videos to each of your product or service listings. This gives you the ability and opportunity to showcase what you can do and what you have to offer.
Recommendations - Company pages also have recommendations just like your own profile. Satisfied customers can now easily recommend you, your products and services
Lead Generation Utilize LinkedIn advertising and Sponsored Updates to reach your target audience. Drive people back to your website capture leads via online forms and landing pages
Reasons to Have Company Page
LinkedIn can help you generate leads!
According to HubSpot, LinkedIn generates the highest visitor-to-lead conversion rate than both Twitter and Facebook
Get the most out of LinkedIn for lead generation:
Maximize Company Page
Consistent Status Updates
Utilize LinkedIn Groups
Get More Out of Company Pages
Capture attention with a fantastic cover image
Pay Attention to Specialties section of your company description, you will want to use relevant keywords for your company so youll be found in LinkedIn searches
Add images Talk about how
users can benefit from your product or services
Make sure your most important product/service is listed first
Add videos and offers
Company Products and Services
Ask for product and service reviews
Users can leave a recommendation for anything you feature within the Products & Services tab of your Company Page
Generate reviews of your marketing offers too if you choose to list them in promotions
BONUS Use LinkedIn recommendations you've collected as testimonials on your website.
Add Company Follow and LinkedIn Share Buttons to Website
Promote your company's LinkedIn presence and help grow the reach of your Company Page by adding the Company Follow button to your website.
Consider adding the LinkedIn share button to your various content assets like blog posts, emails, and landing pages to extend the reach of your content to LinkedIn users.
You can post and share items like company news, events, promotions, relevant industry articles, and YouTube videos
What should I post? LinkedIn members are interested in: 60% are interested in industry
insights 53% are interested in company news 43% are interested in new products
and services Time your status updates - LinkedIns
busiest hours are morning and mid-day, Monday through Friday
Post regularly and consistently Post up to 700 characters! Best Practices for Status Updates:
Company Status Updates
Paid Sponsored Updates allow you to promote your message to others outside your company page following
Target your update by location, company, job title, skills, group, gender or age
Appear in the natural flow of a