For the Cahaba Media Group - slides from training on April 20th, 2015

1. Tina Clark and Gregg Dinino
for Sales Results

2. Tina Clark
Manager, Digital &
Social Media
Gregg Dinino
Director of PR

3. Agenda
3
TIME TOPIC
9:00 Introductions
9:15
LinkedIn 101
Profile Optimization - Bringing Leads to You
Groups
10:00 WORKSHOP: Groups: identifying groups to connect with prospects
10:30 Break
10:45
Smart Searching - Build your network and identify prospects
Premium Accounts –Options and value for sales
3 ways to engage prospects & build relationships
11:30
Assignment + follow up timing information
Assignment 1: Optimize your profile
Assignment 2: Identify 10 potential prospects
11:45 General Q&A & discussion

4. LinkedIn 101

5. WhatisLinkedIn?
No, it’s like Facebook for business people.

6. 322Million Users
35%
Access Site Daily
2.1Million Groups
2.8Million Company Pages
200Countries

7. WhyLinkedInforSales?
39%
41%
41%
Generate Business with LinkedIn
39%
Pay for Premium

8. MoreBusinessElite
459K Business Elite visit LinkedIn monthly
202K Business Elite visit LinkedIn daily

9. ElementsforSuccessfullyUsingLinkedIn
• Profile
• Multi-media
• Endorsements
• Publishing
• Groups

10. Profile Optimization

12. FillinAllInformation
Be as detailed as possible
Use relevant keywords
Include full contact info
12
 Update frequently – ~1x/mo - notifications put
you on connections’ radar
 Customize your vanity URL
 Add media (photos/docs) to your experience
TIPS

13. AddaProfessionalPhoto
Post a professional headshot
Use a close cropped view
13
BE THIS ROB LOWE NOT THIS ONE OR THIS ONE
11xM O R E L I K E L Y
T O B E V I E W E D
W I T H A P H O T O

14. CraftaHeadline
Craft your headline to be a mini value proposition
Say WHAT you are, WHO you help and HOW you
can help them
Use active words and keywords
14
 Be mindful of 120 character limit
 In edit mode: look at "Show examples" and
"See what others in your industry are using”
TIPS

15. WriteSummarywithBuyerinMind
Keep it short, engaging, and focused on
successes
Use keywords that your buyers might
search for
Tell a story in natural language to capture
attention of your ideal buyer
Close with a concise call-to-action
Include a “company sales” paragraph
consistent across the sales force
15

17. List skills to allow connections
to “endorse” you
Reciprocate: endorse others
to grow your endorsements
Keep your skills tree pruned
6
UtilizeSkillsEndorsements

18. EditingYourProfile

19. NowWe’reTalkin’

21. Personal Business
participate
& create
boost thought
leadership
meet
colleagues
grow
connections
grow leads
connect with
customers
recruit new
talent
conduct market
research
connect with
employees
expand your
network
talk to your
current network
find job
opportunities
 Be a part of the community, engage
 Stay focused and relevant
 Don’t promote – help, inform and ask questions
TIPS

22. Groups
Option: Moderator

23. Groups

24. Typesof Groups
CLOSED
• Discussions are only
viewable by members of
that group
OPEN
• Discussions are visible to
all LinkedIn visitors and
indexed for search

25. GroupsCategories
Job related – ex: Sales
Sector – ex: industrial manufacturing
Geographic
Alumni
Brain food: to help you develop your skills
 Review the “Groups You May Like”
Suggestions From LinkedIn
 Get group ideas by looking at profiles of
influential people in your industry & their group
list
TIP

26. FindingGroups
Search by keyword in menu bar
Browse connections’ groups

27. FindingGroups

28. PostingtoGroups
Publish best content to on-topic groups
Check for clicks and comments and respond
Follow group guidelines on spam and self-promotion
 Cannot add photos/videos directly, but featured
image will be pulled in automatically
 Post links to content from one of your
publications or your own when relevant to the
group
TIPS

29. MessagingGroupMembers
Send a message to a group member without
being connected
Click the “Send message” link under the
member's name. (note: this link will appear only if the
member's settings allow them to be contacted by other group members)

30. Workshop: GROUPS

31. Workshop:GROUPS
Identify and join five groups relevant to your
interests (personal and professional)
Be prepared to share a group and it’s value to you

33. Smart Searching
Build your network and identify prospects

34. BuildingYourNetwork
Search people by
company or title
Look for secondary
connections
Use manual search
for names
Request an
introduction
Ask for referrals

35. MakingLinkedInPartofYourRoutine
Daily or Weekly
Connect with people
you’ve met
Check connections’
connections
See who’s viewed your
profile

36. IdentifyingProspects
Use Search to find the
right decision maker at
the right company.
Look for pride points,
stats, or common
groups or interests
you can reference to
make your message
more relevant.
Look at the
connections that you
and the prospect
might share and use
those connections to
your advantage.

37. 3 Ways to Engage Prospects
& Build Relationships

38. InMail
Reach anyone on LinkedIn,
no introduction or contact
info required
Professional, credible
outreach - with your
LinkedIn profile attached
Available with Premium
accounts

39. MakePartof DailyRoutine&Interact
Congratulate connections
Endorse connections
View profiles
Comment
Like content & share relevant content
Ask best clients for testimonials
Make part of daily routine
Add icon/link to your email signature
Review suggested people to connect with & build
your network

40. ProvideThoughtLeadership
Post educational content
Use LinkedIn Publisher
Comment in groups and on posts
Share relevant articles
64%O F B 2 B B U Y E R S
A P P R E C I A T E H E A R I N G
F R O M S A L E S P E O P L E

41. LinkedInPublisher
Extend the reach of your content
Look for the pencil
Posts at least 3 paragraphs
Headlines : Clear beats clever
Promote content on LinkedIn
AND elsewhere
Use images, video, presentations,
and documents for support
Keywords count

42. Premium Accounts

43. PremiumAccountOptions
For Job Seekers LinkedIn
Premium
For Sales
Professionals
For Recruiters

44. LinkedInPremium
See expanded profiles
More search filters and results
Up to 25 InMail messages per month
Up to 25 introduction requests

45. LinkedInPremium

46. LinkedInSalesNavigator
An enhanced experience for sales professionals
Find and target prospects more quickly
Get insights on people and companies
Personalized recommendations on new leads
‒ Integrates with SalesForce
‒ Mobile app available
‒ Starts at $79.99 /month
‒ Team pricing available

47. Assignments: go to the
group, join, see assignment,
pick a date

48. Assignments
Optimize your profile
Join 10 groups
Add 20 connections
Follow-up conference
call to review

49. Questions?