3. •SMB Marketing Strategist
working with companies to align brand, develop
marketing plans to reach business goals, connect
with resources, assist/advise as needed
5. Today’s agenda
•UnderstandWHY LinkedIn is important for business
•Learn basics to gettingYOUR Profile and your
COMPANY Page set-up or improved
•Using LinkedIn to grow business
6. Why LinkedIn?
• B2B uses LinkedIn to find employees, sales leads, resources and
expertise
• Increase your company’s organic search
• Increase traffic to your company website
• Demonstrate your expertise; promote your company and offerings
• LinkedIn offers credibility
7. 2 Components to know
Company Page
• Increases SEO
• Keeps company news current
• Highlight products & services in
Showcases
• Post job openings
• Customer testimonials
Your Profile
• Add to your brand –have a robust
profile
• Add your visibility and credibility
• Demonstrate your expertise
• Highlights career accomplishments
8. Top 5ThingsYour Profile Must Have
1. Keyword Descriptors
(words others would use to
look for someone with your
expertise)
2. Excellent picture
3. Contact details
9. Top 5ThingsYour Profile Must Have (con’t)
4. Impressive summary:
what makes you different?
5. Expanded experience:
what did you accomplish? (not a job description)
10. 5 Features you should capitalize on
1. Connecting
Make it personal
2. Feature documents,
presentations
11. 5 Features you should capitalize on
3. Recommendations
these are gold dust
4. Groups
Join,
but thoughtfully!!
12. Posting to Groups
EASY STEPS
• Set Google Alerts for content
• Post to LinkedIn main (home) page
• Share with your groups
or
• Re-post someone else’s post with a comment
or
• Post a question, statement or “thought for the day:
13. 5 Features you should capitalize on
5. Projects
Link toYouTube, Slideshare
14. LinkedIn Premium
• 4 different pay-for plans
• Job Seeker- designed for job hunting
• Business Plus – expand network to the 3rd degree
• Sales Navigator – lead generation focused
• Recruiter Lite – tools for talent searching
15. Maintenance
• Check regularly
• Participate in discussions and/or post weekly/bi-weekly
Use “share”, re-post from other sides, or just toss out a quote
• Update profile regularly…while it’s fresh
27. 4. About content that
matches your website and
other materials. Use
keywords.
5. Highlighted specialties
6. Contact details
Top 6ThingsYour
Company Page
MUST Have
32. Things to Add toYour Company Page
• Photo of products
• URL directly to the product or service page on your website
• Additional contacts in your company
• A promotion!
• An industry or other business event you’re attending
• AYouTube video – think demo or testimonial
• Employee opening and hiring
33. Putting It AllTogether
• Demonstrate your expertise; keep content current; utilize Google Alerts
• Join groups and be part of the discussion; offer advise, make connections
• Offer informative customize material via Slide Share,YouTube and webinars
• Use LinkedIn Mail to reach prospects with specific asks or offers but not
aggressively
• Use analytics to see what posts are reaching your audience, make adjustments
• Search by title, company, location to find prospects; use connections to get
introductions
34. Ginny Brandreth
ginny@brandrethworks.com
585.314.7364
Some images licensed under Creative Commons, other through paid permission
from FreeDigitalPhotos.com
• Connect with me on LinkedIn
• Follow BrandrethWorks
• Join Brighton Chamber of Commerce Group
Last But Not Least….
Notes de l'éditeur
Keywords are vital. Hint: Search LinkedIn for others in the field with keywords you would use to find your peers. Use common keywords (Certified XXX) before promotional ones (i.e.: The IT guru)
Having a professional photo sends the message you’re serious, paying attention to your career!
Don’t forget contact details
The summary is your opportunity to WOW people.
Use keywords from your description repeatedly
Focus on what benefit your expertise brings to an organization – why your expertise matters, what’s different about your approach, your style
List your expertise and contact details (again)
Add detail to your expertise; what did you do in general that was unique, beneficial, different; highlight major accomplishments
Connect! Goal should be to reach 500
If you haven’t worked with or are friends with someone you’ll need the person’s email address.
Use the message block to send a unique message WHY you want to connect.
Post documents, presentations, etc.
These documents have to reside on a website or database somewhere else. LinkedIn does not have a data base to store your files
See PR section for more on this
Recommendations are gold dust.
They allow prospective employers to know more about you than they can get from calling previous employers.
Ask people to recommend you. It’s often helpful to give them either some ideas of what to recommend you for or write what you would like them to say and have them re-write in their own words. You’ll get much better results of you do this.
ALWAYS return the favor and write a recommendation for the other person.
Consider writing a recommendation for someone then asking them to reciprocate.
You can join up to 50 groups on LinkedIn… so start joining!
Participate …even casually. Like, share, comment, post
List significant projects with details in the description of what the outcome/benefit was to the organization.
If it at all possible, link to an example of your work
Check daily for messages from other members
See who’s looking at your profile. If you are interested in them, message them noting they were looking at your profile
Post, comment, like. Post when you are attending events, making a presentation.
Changing your keywords and your summary sends a message to your connections that you’re on the move, doing something. Gives them reason to check your profile
Don’t forget to post your accomplishments!