Discover how to use LinkedIn to integrate social media to grow your real estate business. Presented by Pete Sabine and moderated by Brad Andersohn with the Zillow Academy.
How to Build your business with LinkedIn - Presented by Pete Sabine for the Zillow Academy
1. Build Your Business with
Sponsored by Zillow®
Presented by Brad Andersohn and the Zillow Academy
2. How to build a solid LinkedIn
foundation for your success
- How to optimize your LinkedIn Profile for
maximum exposure
- How to use targeted keywords so anyone can
find your Profile
- How to build an email database list of prospects
- The power of LinkedIn Groups to find, add and
grow targeted connections
- Leveraging LinkedIn Recommendations
3. What’s new with LinkedIn?
• LinkedIn Publishing platform is becoming available to
all LinkedIn members
• LinkedIn Company Pages upgrades
• Changes with LinkedIn Apps for your LinkedIn Profile
4. LinkedIn Publishing
Share your knowledge and expertise with over 277 million LinkedIn members
• Build your professional brand with long form posts
• When you publish a post on LinkedIn, your original content becomes
part of your professional profile
• Your post is shared with your LinkedIn network with the potential to go
viral throughout the LinkedIn Community
• Post photos, images, videos and use Slideshare for your presentations
5. LinkedIn Publishing
LinkedIn will notify you when you are able to publish posts
Publishing tips…
• The more you post, the more credibility you build to strengthen
your professional profile
• The posts that are best received are no more than 3 paragraphs
• Upload photos, video, presentations and documents to add to
your content and showcase your expertise
6. Your profile is your business persona. Over 277 million users with
an average annual income of over $110k.
– Set up your LinkedIn profile using a resume’ format
– Optimize your profile – use strategic keywords and keyword
placement to ensure top LinkedIn personal profile search
ranking
– Optimize your company page using strategic keywords and
keyword placement to ensure top LinkedIn company profile
search ranking
– Use LinkedIn as a follow up tool to connect with others
and build your professional network
7. LinkedIn Forums & Networks
Set up your profile and use searchable keywords for top ranking
– Join LinkedIn groups and participate in group “discussions”
– Add your LinkedIn Connections to your LinkedIn Groups
– Post your client testimonials
– Post your Power Point presentations and video
18. Current Position - Use local geographic
keywords with your specialty keywords
19. Your Profile Summary – use keywords
• Include your contact info
•What do you do?
• What problem do you solve?
• What solution do you offer?
• Add Rich Media…
• Video
• Slideshare
32. LinkedIn Apps Replacement Shows
Work Samples on Your Profile
LinkedIn Applications have been replaced with a new feature
that lets you display samples of your work on your profile.
You can link to or upload images, presentations, videos, or
documents.
If you had the SlideShare Presentations or Portfolio Display
application…
• Content was moved to the Summary section of your profile
• Other third-party application content was not moved
33. Approved Providers & Content Types for
Work Samples on Your Profile
Approved Image Providers:
• ow.ly
• pikchur
• somecards
• twitgoo
• twitpic
• TwitrPix
• Twitter
• And many more image provider sources
Other content providers may also work, but all links must have
a public URL
34. Approved Providers & Content Types for
Work Samples on Your Profile
Approved Video Providers:
• YouTube
• Vimeo
• Viddler
• Animoto
• Any many more video sources
35. Approved Providers & Content Types for
Work Samples on Your Profile
Approved Audio Providers:
• AudioBoo
• Band Camp
• Free Music Archive
• gogoyoko
• Grooveshark
• Hark
• Huffduffer
• Mixcloud
• RadioReddit
• Rdio
• SoundCloud
• Spotify
• Zero
36. Approved Providers & Content Types for
Work Samples on Your Profile
Approved Presentations and Document Types:
• Prezi
• Scribd
• SlideShare
File size not to exceed 100 MB
40. Jetpack Wordpress Plugin
If you self-host your WordPress site…
• Enable auto posting to LinkedIn through the Jetpack
Wordpress plugin from Automatic
If your site is on WordPress.com…
• Enable the Publicize setting for LinkedIn from your
WordPress.com Dashboard
41. Your blog post feeds direct to
your LinkedIn Profile newsfeed
43. LinkedIn Company Pages
Make it easy for the right people to
find your Company Page…
• Add SEO terms in the description
•Add SEO terms in Specialties section
44. LinkedIn Company Pages
Keep your Company Page fresh with
rich cover images that reflect your
company’s achievements, events
and services
45. LinkedIn Company Pages
Every like, comment and share
increases your reach.
Prompt your Page Followers to take
action on your updates by asking
thoughtful questions
46. LinkedIn Company Pages
Optimize your Company Page Update
posts…
• Paste a link into the post box
• Then wait for the preview to appear
• Delete the link from the post box and
type in your commentary
(just like Facebook)
47. LinkedIn Company Pages
Target your Company Page
Update posts…
Click on “Targeted Audience” option
Choose from:
• Company size
• Industry
• Function
• Seniority
• Geography
48. LinkedIn Company Pages
The Summary or “About Us”
has been moved to the very bottom of
the Overview Page.
LinkedIn Users will see your Company
Page cover image first…
…then your Company Updates
…Users must scroll to the bottom to
find the Company Page Summary
49. LinkedIn Company Pages
Looking to expand your
Real Estate Team?
Find the best job candidates by
showcasing your Company using a
Careers Page
Use video to enhance the viewer
experience to get to know you and
your Company culture
50. LinkedIn Company Pages
Showcase Pages
For your specialty services or
products…
• Create specific Showcase Pages with
unique messaging
• Target specific LinkedIn audience
segments
51. LinkedIn Company Pages
Showcase Pages
The right sidebar highlights the
names, job titles, companies and
profile images of LinkedIn users
in the visitor’s network who have
recommended your specific
product or service.
Recommendations and testimonials
are prominently displayed on the
page.
Embed videos to enhance the user
experience or use a video testimonial.
52. LinkedIn Company Pages
Measure your Company Page
Update performance…
# of impressions
# of clicks
# of shares
% of engagement
54. LinkedIn Company Pages
Target the right people to find
your Company Page…
• Promote your Company Page
through PPC LinkedIn Ad Campaigns
• Spread the word about your
Company Page and your Product or
Service Showcase Pages
82. Post your questions on our Facebook page. Like the Page
and Receive “LinkedIn Strategies to Build your Business”
Facebook.com/Marketing4MainStreet
83. Connect with Pete Sabine online…
LinkedIn.com/in/PeteSabine
Facebook.com/Marketing4MainStreet
YouTube.com/user/Marketing4MainSt
LinkedIn and Social Media training videos
@smm4MainStreet
Pete@Marketing4MainStreet.com
Notas do Editor
LinkedIn is one of the best social media sites to build a following of Connections for your Profile and Company Page
You can create a Company Page under your LinkedIn Profile that features sub-pages for each of your niche’ products and services
Its simple and easy to use with user friendly intuitive dashboards
It’s a much more mature and stable environment
compared to Facebook which changes frequently and is plagued with quirky functionality and cumbersome interfaces.
Lets take a look at some of the features of LinkedIn
Lets take a tour of where and how you can optimize your LinkedIn profile…
Find Your Name at the right hand side of the tool bar on your LinkedIn Profile
Click on the drop down menu
Then click on Settings
Then Click on Profile
And then click on Edit your Public Profile
Now you can make some selections to enhance the visibility of your Public Profile
Click on “Make my Public Profile visible to Everyone
Then go down the list of options and click on each specific item
Make the details of your Public Profile visible to everyone
Be sure to create your LinkedIn vanity URL with Your Name
If Your Name is not available consider adding your company name to Your Name as your Public Profile URL
You can now use this vanity URL in your email signature, web site, social media, print media and even LinkedIn Ads to drive traffic to your Profile
You can also get a LinkedIn Profile Badge to promote your profile
You can also manage your privacy controls here
I recommend that you turn off your activity broadcasts to your connections until you have completed your profile optimization
Then turn on your activity broadcasts and allow your LinkedIn Connections to see your activity feed
Make sure you use a professional style photo
This isn’t Facebook, so a more formal photo is best suited for your Linkedin Profile
After you upload your photo
Make sure its visible to everyone
LinkedIn uses internal SEO to allow LinkedIn users to find people and companies using keywords in their LinkedIn searches
Its important to create your LinkedIn Profile using keywords
to get the highest internal SEO search rankings
There are 5 key sections on your LinkedIn Profile that you can optimize using keywords
Your Profile Header should have keywords that describe what you do
You should also use geographic keywords in your header and select your geographic region
Most LinkedIn users will search by Industry and Region as a basic starting point
I recommend that you create a master source document that can be used to cut and paste your information as you build out your Profile
It will save a lot of time as there is a fair amount of repetition in the posting of your info
Under Current Position you can post and repeat What you do matched with Where you provide your services
This keyword strategy is critical to being found by LinkedIn users searching Locally
This is where Cut and Paste can save a lot of time
Your Profile Summary should include relevant keyword search phrases in addition to basic individual keywords like Real Estate and the Name of a City
Weave in the keywords and search phrases to tell your story…
What do you do?
What problem do you solve?
What solution do you offer?
Add Specialties to your Summary
Your designations usually have good keyword search phrases in their titles
Under Experience do the same as with your Current Position…
Use Geographic keywords and repeat your Current Position for each location
Be sure to include the specific zip code for each location
This is where most of us get this wrong…
Under Interests list all of your industry related specialties, Designations and certifications that have keywords
Do not list your personal interests. Leave personal interests for your Facebook Profile
Its all about being found Locally
Type in your City Name in the People search and see who comes up
(click on arrow under Walnut Creek)
(Click on arrow to go to walnut creek real estate)
Its important to include city zip codes along with city names as keywords in your Current Position and Experience profile sections
Don’t use the default “website” tab name to link to your website or social media
Instead, create Call to Action tab titles for each site
Go to Additional Information on your profile
Click on the tab drop down menu
Select “Other”
Then type in the Call to Action tab title and cut and paste the site link from your web browser
Hit save changes and you’re done
Add Certifications and Skills apps
List all of your certifications here- the certification titles usually have good keyword search terms
List your skills – as you begin typing in the keyword “real estate” you will notice that LinkedIn will auto-fill the field with internal LinkedIn keyword search phrases
Be sure to use these keyword phrases.
You can list up to 50 Skills. List all of your “transferable skills” when you run out of industry related specific skills
LinkedIn has Authorized Applications that you can add to your Profile
You can also grant access to external partner websites to access your LinkedIn profile and network data
Slide share allows you to easily upload documents and video to display on your LinkedIn Profile
You can upload PDF docs and PowerPoint presentations
I upload my Client Testimonials into Slideshare to allow my profile visitors to read commentary from my clients
Given a choice, most of us would rather watch the web rather than read the web
Add an introduction to your services video that visitors can watch to get to know you better
Here is an example of a wordpress blog post
And this is how it appears in your LinkedIn Newsfeed
Your LinkedIn Newsfeed is just like the Facebook Newsfeed and your posts notify your LinkedIn Connection network
Here is the blog post on the Profile Newsfeed
A keyword optimized LinkedIn Profile has external search engine optimized value
Google search engines provide high organic ranking of your LinkedIn Profile
If you are just getting started building a digital footprint for you and your business, your LinkedIn Profile can provide immediate results for being found on the web
Social media offers unprecedented access to online connections
A successful online marketing strategy has a systematic approach to cultivating online connections into clients and customers
The goal with social media and online marketing is to make connections, collect their contact info,
Then build relationships with them offline with ongoing consistent keep in touch campaigns
One of the challenges with social media like Facebook or Twitter is the ability to collect your follower’s email addresses
Build your close relationships offline using an email drip system campaign that enables you to build a pipeline of prospects in a controlled, relevant and on-message manner
LinkedIn allows you to export your entire Connection database including their email addresses
This is a powerful and effective way to build your offline database of prospective clients and referral sources
Lets take a look at some of the ways you can quickly jump start building your LinkedIn Connections
Start with inviting your existing contacts to connect with you on LinkedIn
If you already use an email service provider like Constant Contact, Aweber or others
Create an email campaign to send to your database asking them to connect with you on LinkedIn
Embed your LinkedIn Profile Badge or use your vanity LinkedIn URL as a link in your email invitation
You can import your existing Outlook or Apple Mail contacts directly into LinkedIn
Once you have imported your contacts into LinkedIn
LinkedIn will tell you how many of the total number of contacts are already using LinkedIn
Select which contacts you want to invite to connect
If you have a gmail, hotmail, yahoo, aol email account, you can send an invitation to connect on LinkedIn directly to their email inbox
You can also search for and connect with company Colleagues who use the same company email domain name or work for the same employer as you.
You can search for Classmates, as well. Be sure to include your Education on your LinkedIn Profile so your Classmates can find you.
Finding new friends on LinkedIn requires an understanding of its rules and ettiqutte
Select one of the options listed on the Invitation
Make sure you are connecting with people you know well
Otherwise the invitation recipient might mark your invitation as “I don’t know this person”. Too many of these responses and LinkedIn might freeze your account.
Always include a personal note with your invitation to increase your acceptance
After you meet someone in person, log on to LinkedIn to see if they have a profile.
Then send your invitation with a note referencing where, when and why you met them in your personal note. This is a great way to elevate your professional status with your networking.
You can add email addresses manually, as well.
The power of social media and LinkedIn allows you to grow your network exponentially
There are 3 degrees of separation with your LinkedIn Connections
This is a screen shot of my 987 Linkedin connections from last year.
Those 987 Connections provides access to over 9 million LinkedIn users!
Having common connections with others increases your chances of having a direct connection with that person through a third party introduction or InMail
You can enlist the support of one of your shared connections to Introduce you to a desired contact
In this case, I can ask John to make an introduction on my behalf to Kristin
LinkedIn allows the user to search by keywords, names, titles, company, school, industry, groups, relationships and more
You can find Linkedin users by location
LinkedIn allows you to assign Tags to your Connections, just like Facebook Friends Lists
You can use the default Tag Categories or create your own custom Tag labels
Tags are a must for Connection management and database exporting into specific categories
When you receive a LinkedIn Recommendation, its posted on your Profile
These Recommendations are critical to provide social proof to your Profile visitors
We are being conditioned to make online decisions based on consumer ratings such as Yelp
As a relationship building pay it forward strategy
Try providing Recommendations for your LinkedIn Connections first…
The recipient of your Recommendation will be prompted to Recommend you
The chances are good that you will receive a lot of your own Recommendations with this strategy along with
the possibility of getting repeat or referral business from your Recommended Connection
There are thousands of Groups on LinkedIn
Take the time to search and join as many as 50 relevant Groups
You can gain access to key decision makers, influential connectors and hard to reach industry leaders who belong to LinkedIn Groups
And, you don’t have to be Connected to these people to reach them through a LinkedIn Group
After you join a Group, be sure to adjust the Frequency of Group Digest emails
Whenever someone posts to a Group, the Group member receives an email notification directly in their personal email inbox
This provides a direct channel of communication to your Group members
Here is an example of a Group Discussion post
When you receive a Group Digest email
Respond to these Discussions and join in the conversation, Become a thought leader and provider of valuable information within your Groups
Post links to your blog articles or share other industry related content links with your own insightful commentary
Create your own LinkedIn Groups. You can have up to 10 Groups on LinkedIn
Each Group can have several sub groups that can be open, private or members only
Use your own Groups to attract members from your own Connections as well as from other LinkedIn users who request to join your groups…
LinkedIn Group have built-in automation for requests to join or welcome messages for recently added Group members
Create custom Group email message templates with live links back to your LinkedIn Profile, Company Page, website or social media.
Let me show you how you can easily share your LinkedIn Updates to your LinkedIn Groups
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