Local vox linkedin-webinar

Become a LinkedIn Expert

Build a Marketing Plan that Increases Business

Hosted by:

Jake Lieberman, Lead Gen & Marketing Analyst

Catherine Schutten, Content & Brand Strategy

Local online marketing

made simple

What We Will Cover Today

A 5-minute “beginner’s guide”

Build great personal and company pages

Optimizing your pages and content

Best practices and etiquette

Tips and tools

Additional resources

A Beginner’s Guide

to LinkedIn


made simple

The largest social network for professionals

Currently there are 313 million members,

including senior-level decision-makers

Two new people sign-up every second

Background & Statistics A Beginner’s

Guide


made simple

41% of users have 500+ connections

Who’s Viewed Your Profile? is #1 feature

There are 4 million Company Pages

Background & Statistics A Beginner’s

Guide


made simple

Press pickup is an influential marketing vehicle

94% + of journalists and editors use LinkedIn

A Powerful Tool for Media Exposure A Beginner’s

Guide


made simple

A Powerful Tool for Partnerships

As a professional social network, LinkedIn is

the ideal platform to seek out opportunities

Be selective/strategic with partners: key

industry players have more impact

A Beginner’s

Guide


made simple

A Powerful Tool for Networking

Make an effort to connect with everyone you

know professionally

A Beginner’s

Guide


made simple

A Powerful Tool to Find Customers

Company Pages and Groups allow your

business to be discovered by members

Start building relationships with prospective

customers

A Beginner’s

Guide

Build a Great

Personal Page


made simple

Build a Great

Personal Page Why Create a Personal Page?

People are searching for you – if you’re not on LinkedIn,

you can’t be found

Power your business

Learn and share


made simple

HEADER IMAGE

Share your mission,

school-pride, activities

you enjoy, causes you

are passionate about

PROFILE PICTURE

• Recent, professional-

looking photo

• Portray credibility

and confidence

• Don’t use your

business’s logo

Sample Profile

Build a Great

Personal Page Example

HEADLINE

120 characters that feed into

search

Use keywords to create your

value proposition


made simple

Other Available Profile Sections: (if applicable)

Summary

Organizations

Honors/awards, test scores, courses

Patents

Publications

Certifications

Interests

Personal details

Advice for contacting

Volunteering

Projects

Languages

Skills and endorsements

Education

Recommendations

Sections You Can Include

Make sure your profile is

completely filled out!

Build a Great

Personal Page


made simple

Don’t miss out on opportunities because

people can’t get in touch

3 places to include contact information:

1. Top box of your profile

2. Bottom of summary

3. Additional information

Contact Information Build a Great

Personal Page

Build a Great

Company Page


made simple

Raise brand awareness

Promote career opportunities

Educate potential customers

Why Create a Company Page? Build a Great

Company Page


made simple

Write a compelling summary (keywords!)

Your products and services

Use dynamic photos for your cover image to

grab attention

Always Include Build a Great

Company Page


made simple

Showcase Pages

Ideal for spotlighting a brand, business unit or initiative

Allows you to have a different message than your

Company Page

You control the audience segments it reaches

Build a Great

Company Page


made simple

Showcase Page Example Build a Great

Company Page

Strategies to Optimize

Your Pages and Content


made simple

Make sure your profile is as complete as

possible

Customize your public profile URL

Show work samples and get endorsed

Optimize Your

Pages Personal Page


made simple

Be consistent with your branding standards

Include images, banners and videos

Link to a webpage

Company Page Optimize Your

Pages


made simple

Four ways to update your network:

1. Status

2. Links

• Titles < 70 characters

• Descriptions < 250 words

3. Photo

4. Video Link

Post Regular Updates Optimize Your

Pages


made simple

Members can search for: employee

candidates, freelancers, industry experts, etc.

Show up more often in searches

Increase your chance of being discovered

SEO Optimize Your

Pages


made simple

Videos

SlideShare presentations

Photos from conferences

Screenshots of published articles

Press releases

Sell sheets

Designed products

Use Rich Media Optimize Your

Pages


made simple

Practical, data-driven articles

Self-improvement content related to

practical topics is most popular

Popular topics:

Career development

Leadership

Management

Marketing

Customer service

Industry-specific

Write About Compelling Topics Optimize Your

Content


made simple

Crucial to success of story

Image and headline should work together

Entice members to click on your post from

their newsfeed

Use Impactful Headlines and Images Optimize Your

Content


made simple

Always include a call-to-action at the bottom

of your article

Keep it simple

Direct traffic to a compelling landing page

Close with a Call-to-Action Optimize Your

Content


made simple

Plan Publishing Times

Different social media platforms work well

at different times

Downtime during office hours works well for

catching people who have a few spare

minutes to read

Don’t post on weekends or holidays

Optimize Your

Content

Best Practices &

Networking Etiquette


made simple

Open Networking Best Practices

& Etiquette

Pros: larger network, more connections

Cons: spam, impersonal network

Communication tips:

1. Lead with a commonality

2. Quickly get to the point

3. Explain your qualifications

4. Action item


made simple

Exclusive Networking Best Practices

& Etiquette

Only connect with members you know

Pros: personal connections,

quality vs. quantity

Cons: smaller network,

less reach


made simple

Be identifiable

Check out who has viewed your profile

Find new connections (and connect with old

ones) by using the Contacts tool and Groups

Networking Etiquette Best Practices

& Etiquette


made simple

Help others while helping yourself

Recommend colleagues and vendors you

have done business with

Recommending others without a request

verifies their skills and social profile proof

Recommend Colleagues Best Practices

& Etiquette

Tips & Tools

For Local Businesses


made simple

Join Targeted Groups

Groups span all industries

Generate discussions or message individuals

Many groups have 10,000+ members, an

ideal opportunity to spread the word about

your business and build your network

Tips & Tools


made simple

Add your Twitter account and feed your

LinkedIn posts to Twitter

Include your Twitter handle in your profile or

pages to create cross-promotion

Incorporates real-time services (search)

Twitter Tips & Tools


made simple

Import your WordPress blog to your profile

OR use RSS feeds for other platforms

Good way to repurposing content you have

already created

Tips & Tools Synch Your Blogs


made simple

Target by audience

Choose different formats

Sponsored updates

Text

Banner

Video

Create Ad Campaigns Tips & Tools


made simple

Create Ad Campaigns Tips & Tools

Creative

Targeting


made simple

Meet face-to-face with your network

LinkedIn will call out popular events in your

industry and highlight your connections

that are attending

Create Events Tips & Tools


made simple

Find and vet vendors through the network of

your peers

Trade service recommendations with peers

Provides quality assurance

Find the Right Vendor Tips & Tools


made simple

Find mentors, potential investors or

professionals interested in franchising

opportunities

Keeps your business top-of-mind

Expand Your Business Tips & Tools


made simple

Review past comments for items you need

to follow-up on

Search for conversations by keyword and

add your comments

The links you comment on can spark ideas

Search Comments Tips & Tools

Additional

Resources

Social Inbox

Visit localvox.com/solutions/social-inbox for a free demo!

See entire conversations on

1 screen

Smarter metrics

Enhanced photo-sharing

capabilities

Link all your networks

Enter today! localvox.com/nextbigsmb

1 grand prize winner will receive

$15,000 worth of free marketing services!

20 runner-ups will get a free 6-month subscription to LocalCast.

Simple, Effective and Affordable

Local Online Marketing

Search

Social

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Enter our next big SMB contest

at localvox.com/nextbigsmb

MORE RESOURCES

E-Books

Blog Posts

White Papers

Research

Templates

localvox.com/resources

Questions?

Please use the chat feature to ask

your questions

Local vox linkedin-webinar

Small Business & Entrepreneurship

Transcript of Local vox linkedin-webinar