1. Make It Count Marketing for Networking Your Biz
LinkedIn
How to use LinkedIn to
help grow your business
Personal Profile
Company Pages
2. Make It Count Marketing for Networking Your Biz
LinkedIn – 3 Questions. . .
• First: Are you ON LinkedIn?
• Second: Is your profile complete?
• Third: Are you using it to produce
business?
2
3. Make It Count Marketing for Networking Your Biz
3
Demonstrate Expertise on
Build my network; build my brand
People get to know me
Develop your personal profile
Title Summary Skills & Expertise
4. Make It Count Marketing for Networking Your Biz
LinkedIn – If you’re serious. . .
Do you have a photo?
Is your profile complete?
What does your title say?
Your summary: what’s your strategy?
Are your skills and expertise listed?
Do you have at least three
recommendations?
4
5. Make It Count Marketing for Networking Your Biz
5
Sample Profile
6. Make It Count Marketing for Networking Your Biz
LinkedIn – Summary
6
Bulleted list – how do
you help your clients?
List your specialties
Call to action
7. Make It Count Marketing for Networking Your Biz
7
Skills & Expertise
A word about
endorsements
8. Make It Count Marketing for Networking Your Biz
“Working” LinkedIn
8
•Build your network
•Post on LinkedIn
•Use LinkedIn Home & Today
•Who’s viewed?
•Search/advanced search
•Use the Interests menu
9. Make It Count Marketing for Networking Your Biz
LinkedIn Home
9
10. Make It Count Marketing for Networking Your Biz
LinkedIn Today
10
11. Make It Count Marketing for Networking Your Biz
LinkedIn Influencers
11
12. Make It Count Marketing for Networking Your Biz
LinkedIn Channels
12
13. Make It Count Marketing for Networking Your Biz
LinkedIn Interests
13
14. Make It Count Marketing for Networking Your Biz
LinkedIn – Free profile or paid?
14
• What’s the difference?
• Various profiles available
• Use the help center
15. Make It Count Marketing for Networking Your Biz
How to create a company page
http://marketing.linkedin.com/get-started
• Member of your company has to create your
page – or someone with the same URL in the
email address (email domain must be specific).
• Online video on how to set up a company page
• Step by step process, asks questions, you upload
image and logo
15
16. Make It Count Marketing for Networking Your Biz
Company Pages
• Create a company profile
• Add a products and services tab
• Spotlight customer recommendations
• Optional: add a career page
• Post to the company page regularly
• Link from your profile to your company page
16
17. Make It Count Marketing for Networking Your Biz
Advertising Strategy on LinkedIn
• What’s your strategy for
LinkedIn advertising?
• Build your reputation
• Raise awareness for a brand
• Deepen relationships
• Get followers – Follower Ad Campaign
• Reach precise audiences
• Are we in the growth phase for LinkedIn?
17
18. Make It Count Marketing for Networking Your Biz
LinkedIn Advantages
• Precise targeting
• Highly engaged and high-level professional
audience
• Offers custom design and content options for
up to 15 target markets
• It’s measurable
• It’s controllable
18
19. Make It Count Marketing for Networking Your Biz
LinkedIn Advertising
• How does it work?
• You decide on your budget & what you want to
spend daily
• You control the cost
• There are two options for how to pay:
• pay-per-click (CPC) and
• pay-per-1,000 impressions (CPM).
19
20. Make It Count Marketing for Networking Your Biz
LinkedIn – CPC vs. CPM
• LinkedIn shows you a suggested bid range
using the current competing bids by other
advertisers targeting the same audience.
• The higher you bid in this range, the more
likely you are to receive impressions and
clicks.
• No set cost – you’re in competition with other
advertisers.
20
21. Make It Count Marketing for Networking Your Biz
Creating your ad
• Make sure it’s effective
• Compelling words
• Keep it clear and concise
• Give people a reason to take notice – simple
graphics
• Use call to action words:
• Try, Download, Sign up, Request a quote
21
22. Make It Count Marketing for Networking Your Biz
22
Questions?
My LinkedIn Philosophy
15 minutes or 5 connections!
Notas do Editor
Do you have a photo?Is your profile complete?What does your title say? Make it descriptiveYour summary – does it say what you do for potential customers?Are your skills and expertise listed? This is how people endorse you.Do you have at least 3 recommendationsDo you WORK LinkedIn daily
Let’s examine LinkedIn first. Making connections and developing them on LinkedIn is important. Each connection is multiplied by the number of connections that person has. This is a very professional site, so your sphere of professional influence grows broader and deeper as you connect with more people. LinkedIn is an especially attractive site for B2B marketing. Spending time on LinkedIn, working your connections, will influence prospects and clients positively.Network: One good but easy way to network is to make it a practice to connect on LinkedIn with everyone you meet. And make it personal. Rather than use the default connection request, customize it to the person. For example: “I met you at the Chamber of Commerce event last night.
Do you have a photo?Is your profile complete?What does your title say? Make it descriptiveYour summary – does it say what you do for potential customers?Are your skills and expertise listed? This is how people endorse you.Do you have at least 3 recommendationsDo you WORK LinkedIn daily
Let’s look at a profile quickly.We’ve chosen this personal profile as an example because it demonstrates how your profile can stand out. First, instead of “Owner” or “President,” she’s used the words “Pharmaceutical Marketing Compliance Expert” in her title. When someone uses LinkedIn’s search engine to find this type of experts, her profile will be one of the first they see. Edit your LinkedIn URL (right underneath your photo is your LinkedIN URL. Here, in red, is my LinkedIn URL. Only you see your URL when you view your profile. I believe you have to have a certain number of connections, but when you are able to edit this URL, please do. It will normally have a string of letters and numbers, and what you want to do is make it as simple as possible, so you can add it to business cards, website, spec sheets, etc. URLs are first come, first served.
Customize your website listings (you may list up to three). Describe them with good descriptors. For example: add website, blog and any other URL you have. Instead of calling the url for you blog “Blog” call it something interesting like: “Articles of interest.”Add images to the profile – logos of associations - projects Add projects to your profile on LinkedIn. You can talk about a solution that you provided to a client and how you helped to solve their problem. Posting projects is similar to adding case studies – you don’t have to give the client name, just talk about what they do and how you helped them solve a problem. Let’s take a look at her summary.Company LinkedIn page. If you do, there are a few rules. One is that companies must have their own distinct email domain to create a Company Page. LinkedIn wants to know that you do work at that company - gmail or hotmail address won’t work.Why build a company page? You can invite customers to recommend your products or services. Recommendations provide an authentic endorsement, making it easier for prospective customers to feel confident about doing business with you. In your personal profile, you can link to your company LinkedIn page. So now you are giving prospects more information at who you are and what your company offers to them. How to build, look at Help Center
The Skills and Expertise section of LinkedIn provide a snapshot of your value. List your most important skills first. This person has her knowledge of the “Pharmaceutical Industry” first – and note that she has 30 endorsements for this expertise. When you list skills and expertise in your profile, put them in the order of importance. But here’s a note about that – You can only re-order the skills or expertise on your profile that do NOT haveendorsements– so it’s a good idea to re-order now if you don’t yet have many endorsements!