Published on February 22, 2014
HOW-TO: MAKE LINKEDIN WORK FOR YOUR BUSINESS Attracting Highly-Qualified Leads From the “World's Largest Professional Network” +Chris Mohritz | firstname.lastname@example.org | #IdeaToOperations
OUR JOURNEY ● ● ● ● ● ● ● Why & Who Personal profile Business page Groups Connections Sharing Recommendations We’ll jump right in Feel free to ask about my background after session
WHY & WHO Getting Started
LINKEDIN: NOT FACEBOOK ● Think business networking ● Connect professionally ● “Business tool” over “social network”
LINKEDIN: B2B BUSINESS IN A BOX ● ● ● ● ● ● ● Market Research Product Research (profiles, Answers) Customer Interviews (polls) Marketing Channel (ads, inbound) Authority Building (share - strategically) Community Building (groups) Global Reach
ITS WORTH THE INVESTMENT ● 84.0% of power users say they’ve generated “several” or “lots” of opportunities ● Research product/service ideas (look for their key challenges on prospect profiles) ● Attract leads to you (build authority) ● Long-term (no instant miracles) www.jillkonrath.com/linkedin-sales-code (optin)
LINKEDIN: B2C GOLDMINE ● ● ● ● ● Find suppliers / manufacturers Find sponsors / advertisers Find partners / joint ventures Vet consultants Recruit top talent
PROFESSIONAL PROFILE Your Personal Presence
BE SEARCH FRIENDLY ● ● ● ● ● ● ● ● ● What would your prospect search for? Model existing profile (keyword search) Be complete (follow prompts to 100%) Include samples of your work (rich media) List 3 keywords you want to be found for Sprinkle keywords throughout profile (SEO) Claim your vanity url Compelling anchor text for website links Reorder components ("above the fold") www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
PAID ACCOUNTS ● ● ● ● ● More InMails More Introductions OpenLink More intelligent search Convey “I’m serious” www.linkedin.com/mnyfe/subscriptionv2
COMPANY PAGE Your Business Presence
BE SEARCH FRIENDLY ● ● ● ● ● ● ● ● ● What would your prospect search for? Model existing profile (keyword search) List 3 keywords company will be found for Sprinkle keywords through profile (SEO) List job openings Use a compelling banner image Insert a “no bounce” video Capture & display client testimonials Display blog posts & other social updates socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile socialmediaexaminer.com/optimize-new-linkedin-company-page offers.hubspot.com/introduction-to-linkedin-for-business
JOIN & CREATE GROUPS Target Your Niche
A COMMON WORLDVIEW "The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe." ~Simon Sinek www.youtube.com/watch?v=qp0HIF3SfI4
HIGHLY-TARGETED PROSPECTING ● A specific cause, niche topic, worldview ● A forum to provide thought leadership content and build a professional tribe ● Limits (help.linkedin.com/app/answers/detail/a_id/190) ● Send messages directly to group members ● Way to start conversations with prospects ● Check prospects for group membership ● Engage through relevant discussions ● Email & poll within your groups
BE SEARCH FRIENDLY ● What would your prospect search for? ● Search for groups using target keywords ● Create group content using keywords
“LINKEDIN INFLUENCER” PROGRAM ● Recently opened to all users (blog.linkedin. com/2014/02/19/the-definitive-professional-publishing-platform ) ● Create a blog on LinkedIn ● Keep it ultra-high quality ● Keep it focused on professional topics
NETWORK & CONNECT Get Referrals & Introductions
START WHERE YOU STAND ● Add people you already know ● Search existing contact lists (gmail, etc.)
PERSONALIZE INVITE MESSAGES ● Something from their profile that you find interesting or relevant ● Names of mutual acquaintances ● Common interests ● Other companies you’ve worked with (credibility)
EXPANDING HORIZONS ● ● ● ● ● www.1linkedin.co.uk (boost number only) Open Networkers (LION) InMail (quality of the message is key) Network introductions OpenLink (help.linkedin.com/app/answers/detail/a_id/139)
SHARE INSIGHTS Be a Thought Leader
CONTEXT IS KING ● ● ● ● ● ● Post discussions to your Groups Post responses to LinkedIn Answers Post updates to your Profile Find existing content related to keywords What's Hot (www.linkedin.com/today) Use content aggregators to find ideas (scottcowley.com/blog/algorithm-based-content-aggregator-websites)
BE THE "GO-TO" PERSON ● Must be visible, valuable and timely with your participation ● Be “referable”: consistently share good information, offer insights and contribute to the conversation ● Give existing content a different spin, your unique perspective ● Be in the relationship business, not the content business
ENDORSEMENTS Social Proof
BUILD YOUR SOCIAL PROOF ● ● ● ● Recommendations go with positions Endorsements go with skills Give to get Use "ask to be recommended" www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)
STAY ENGAGED Consistency is Critical
STAY THE COURSE ● ● ● ● ● ● ● Make a plan, keep it Activities (content) calendar 1 hour per day? Explore features, get LinkedIn savvy Get group discussion digest emails Use “save search” Backup your contacts (www.linkedin. com/contacts/manage_sources) blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
INVOLVEMENT IS JOB #1 ● ● ● ● ● Like others’ shares Comment on others’ posts in the group Share your (helpful) content Share other (helpful) blog content Cross-promote with other networks (ie. bring your pinterest traffic into LinkedIn)
GET LEADS Be "Referable"
A 7-STEP PLAN ● Its not about the bells/whistles, its about people - developing relationships ● Stay focused on what matters to your prospects (resolve their challenges) ● Propose a short initial conversation ● Suggest online meetings blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
THE NEXT LEVEL Making it a Little More Useful
LINKEDIN LABS ● ● ● ● Swarm Resume InMaps Timeline engineering.linkedin.com/linkedinlabs
ADDITIONAL RESOURCES ● rocklinkedin.com (forbes. com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social- ) ● youtube.com/results?search_query=linkedin media-power-influencers-2013/2/
RECAP ● Tons of resources available ● LinkedIn is a channel for developing professional relationships ● “Selling is all about relationships, building trust and establishing rapport.” ● “It all starts with your profile; it has to be created with your buyer in mind.”
Questions? Feedback? linkedin.com/in/chrismohritz
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