Download - Leveraging the Marketing Power of LinkedIn

Friday, June 6, 14Wednesday, June 11, 2014

Leveraging the Marketing Power of LinkedIn

CONFIDENTIAL ‹#›Wednesday, June 11, 2014

What kind of LinkedIn User Are You?

• How many of you have a LinkedIn account?

• How many of you think you have a 100% updated profile?

• How many of you login to LinkedIn at least 1X per week?

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• How is LinkedIn being used?

• Get Started: Simple Actionable Ideas

• Set Goals to Solidify Your Success

• Should You Pay?

• Case Study

• Conclusion

Objective

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Objective

Determine how LinkedIn is best suited for your business.

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Provide you with the tools to develop an effective LinkedIn campaign and profile.

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Visualize Your Network

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CONFIDENTIAL ‹#›Wednesday, June 11, 2014Friday, April 7, 2023 CONFIDENTIAL 6


• Objective




• Should You Pay?

• Case Study

• Conclusion

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Recruiting

Lead Generation

Though Leadership


Recruiting Made Easy

93% are college graduates, more than the average online adult

46% Following industry discussions

60% of users are in 10+ groups

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LinkedIn users are focused on their careers, allowing you to find the best candidates faster


Recruiting Made EasyYou can find the best candidates faster—even when they aren’t openly looking

Stay in touch with former, valued colleagues for potential re-hire

Search for potential employees by past or current employer

For a fee, you can post jobs on LinkedIn to recruit and hire candidates

Reach potential employees who are hesitant to publicly put themselves on the market

Recr

uit

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Post a job from the main menu

Follow LinkedIn’s simple steps to post your job, including the job title, company and location

Include job benefits, but we do not recommend posting exact

salary figures

To post a job, log into your personal LinkedIn account. You must be connected to your company’s page to post,

although you do not need to be a company admin

Certain locations are more expensive than others (ex:

Boston is $295/job per month, while Providence is $195/job)

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Recruitment Tips

Need to hire

quickly?

LinkedIn can provide you with instant Profile Matches once job is posted.

Want more

exposure?

Select the “Share” button on the job posting and send to network, groups and other social media. Encourage other employees to do the same.

Plan to post

multiple positions

and often?

Sign up for a “Corporate Account.” You will need to provide LinkedIn with more specific data before signing up.

Do you hire

veterans?

LinkedIn will post a link to your job posting on the Veteran’s Job Bank Group.

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LinkedIn Offers Increased Functionality with Upgraded Recruiting Accounts

Recruiter Corporate

$899.95/month

Recruiter Lite $119.95/month

Talent Basic $49.95/month

• 10 InMails per month• Premium Search• See who’s viewed your profile

• 25 InMails per month• Premium Search & Full Network

Visibility• Recruiting Specific Design &

Pipeline Management

• 50 InMails per month• Premium Search & Full Visibility

(In- and Out-of-Network)• Custom Workflow & Team

Collaboration

If recruiting is a top priority for your company, an upgraded recruiting account is a worthwhile addition to your existing

efforts

*Each account level includes all of the features of the level below it, as well as the additional features stated

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• Objective




• Should You Pay?

• Case Study

• Conclusion

• Recruiting

• Lead Generation

• Thought Leadership

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Lead Generation

Users not only make more money, but decide where money will be spent

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LinkedIn has a visitor-to-conversion rate of 2.74%, which is nearly 3x the rate of Facebook and Twitter

45% of LinkedIn’s members are considered major decision makers for their companies

23% Higher household income than the U.S. general population


Lead Generation

Start by providing helpful information before you

turn it into a sale

Don’t try to sell at the very beginning of the

conversation

Reach out to people with their interest in

mind

Take an indirect approach to gain credibility before you make a pitch

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• Objective




• Should You Pay?

• Case Study

• Conclusion

• Recruiting

• Lead Generation

• Thought Leadership

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Thought Leadership

Make sure your LinkedIn profile and page represent how you would like to be viewed

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3 out of 4 use LinkedIn to keep up on business news

43% Are learning about companies on LinkedIn


Thought Leadership

View groups you’re currently a member of, search for groups to join, or create a new group

Make a name for yourself by joining groups outside your

industry to network with potential clients

College Alumni Groups are great ice breakers, even for

alumni outside of your current industry but whom could still benefit from your

services

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Thought Leadership

Maintain your leadership position be keeping active on LinkedIn

Find out what the competition is doing

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Stay ahead of the latest trends

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Show your audience that you are “in-the-know”

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• Should You Pay?

• Case Study

• Conclusion

Objective

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Create a LinkedIn Profile

Make it Personal

Build Your Recommendations

Show Samples of Your Work

Create a Company Page


#1: Create a LinkedIn Profile

Your LinkedIn profile is an upload of your resume in a digital format. Make sure your LinkedIn profile represents how you would like to be viewed by colleagues, potential employers

and potential employees.

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Visit www.linkedin.com to fill out the simple sign-up sheet.

You must use a company email address as your

primary email (any personal email addresses can be listed as

secondary)

Follow LinkedIn’s simple steps to complete your profile, using

its guided editing tour





• Should You Pay?

• Case Study

• Conclusion

Objective

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Make it Personal





#2: Make it Personal by Customizing your URLS

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Customize your URLs:

1.Click “Edit” next to the default name

2.Select “Other” in the drop-down menu next to the site name

3.Type the name as you want it to appear

Customized URLs are important to boost organic search

results within LinkedIn, and they also increase the chances

that prospects will click on your links


#2: Make it Personal by Creating a Vanity URL

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Create a URL that identifies with you and your industry

On your profile, click the dropdown next to Edit, then

“Manage public profile settings”





• Should You Pay?

• Case Study

• Conclusion

Objective

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Make it Personal





Remember: Don’t Be Shy! Networking success in social media comes from an active,

not passive, presence.

Reciprocity is key: Recommend others, and they

will recommend you.

#3: Build Your Recommendations

Standout from the crowd and get instant credibility with LinkedIn recommendations

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How to Get Recommendations

Hover over your profile picture to reveal Account & Settings, then click

Privacy & Settings

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In the middle of the Privacy & Settings page, click Manage Your

Recommendations

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Click Ask to Be Recommended

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Fill in the 3 fields on theRecommendation Form

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How to Give Recommendations

View the person’s profile you’d like to recommend

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Click the dropdown next to Send A Message, then click Recommend

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Select what you want to recommend the person as:

Colleague, Service Provider, Business Partner, Student

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Create your recommendation

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Endorsements are another way to gain credibility

Because these are searchable, as many

relevant skills as possible should be added (max: 50)

Use your coworkers – endorse each other for

important skills, as these items will be listed first

Avoid repetition to maximize the power of your

endorsements for each distinct skill

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How to Add Skills

Add up to 50

Look to coworkers and competitors

for examples

Re-order skills based on order of importance and endorsements

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Managing Endorsements

Display endorsements for credibility

You can manage/ hide endorsements from users if necessary

Endorse other coworkers to

encourage them to do the same for you

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• Should You Pay?

• Case Study

• Conclusion

Objective

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Make it Personal





#4: Show samples of your work

LinkedIn allows you to keep your content fresh easily and seamlessly

Add samples of your work, including

images, videos, audio files,

presentations and other

documentsYou can upload pieces of your portfolio in the

Summary, Experience and

Education sections

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• Should You Pay?

• Case Study

• Conclusion

Objective

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Make it Personal





#5: Create a Company Page

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Click Add a Company in the top right corner of the Companies page

From your personal profile, click Companies in the dropdown under Interests

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Complete the required fields on the given form – you must use your company email address and make sure the company name listing matches the name you use in your profile

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Designated 2-3 employees as Admins to help keep your page fresh

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Your company profile must be built out and incorporate the company’s message for target segments

Think big[ger] picture when

describing who you are and what you do

Company Description

Add your company logo and cover

photo to encourage brand recognition

and provide a social media identity

Describe your status in company

type and company size. Link to your

company website directly from this

page

Ensure you are found by selecting 2-3 specialties or

keywords that describe what you

do

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Keep your company page active, relevant and current by sharing updates

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Similar to Facebook, any press releases that your

company writes, articles that your company is featured in,

presentations that your company gives, and more can be shared on your company page give credibility and show you are a thought

leaderYou can Sponsor your

company updates so that they appear in the feeds of

LinkedIn members outside of your company page followers. You can pay per impression

or per click, and the cost depends on your target

audience


Build out your company’s Products & Services page

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TribalVision uses product visuals and an

introductory video to showcase its products to

prospects viewing its profile

TribalVision then separates its product offerings into relevant

segments, so prospects can more easily find the information that they’re

interested in





• Should You Pay?

• Case Study

• Conclusion

Objective

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Analytics

Set Goals


Analytics: What can you measure with LinkedIn?

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Track

Learn

UnderstandUnderstand who’s visiting your company page and what content they find most engaging

Learn about your follower community-how it’s growing and what types of followers you’re attracting

Track which status updates are drawing the most traffic to your page and greatest engagement


Analytics: What can you find out about your audience?

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The Analytics feature can give you insight into the engagement level of any articles/links you post, your page’s daily reach and demographic

information of your followers based on several filters


You can access analytics for company pages and premium personal accounts

Personal Account: See Keywords that Led to You and Frequency of Profile Views

Company Account: See Demographics

based on Industry, Seniority,

Company Size, etc

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• Should You Pay?

• Case Study

• Conclusion

Objective

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Analytics

Set Goals


GOAL #1: Reach 500+ Connections

Set Goals

Reach out to people whom you have talked

with--don’t blindly request a connection.

Commit one day a week to make 1-3

connections

This keeps your company “Top of

mind”

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Don’t be like everyone else and only join 2 or 3 groups.

Remember the trick: Join groups that have potential clients!

GOAL #2: Join 10 groups

Set Goals

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Include links to your website

Show people you are engaged

Meet new people, make new connections

GOAL #3: Every week, start 2 discussions in each group

Set Goals

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• Should You Pay?

• Case Study

• Conclusion

Objective

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Should you pay?


Executive$99.95/month

Business Plus $49.95/month

Business Account

$24.95/month

• 3 InMails per month• 300 Profiles per search• 5 weekly Saved Search Alerts

• 10 InMails per month• 500 profiles per search • 7 weekly Saved Search Alerts

• 25 InMails per month• 700 profiles per search • 10 daily Saved Search Alerts

If you are committed to using LinkedIn as a tool for your business,yes you should pay for an account

Should You Pay?

*If you pay annually you can save 25% off the listed price

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In addition to how often you plan to visit LinkedIn, you also need to consider what you’ll get out of it

Should You Pay?

You should pay for an upgraded

LinkedIn account IF…

You want to know exactly who is searching for you.

You will actively use the additional features.

You need Profile Organizer because your account is flooded with contacts.

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Increase the chance your InMail will be read by giving it an appropriate Subject Title

Look at the “Interested In” section of any profile. If they are interested in “Business Deals,” you can title your message with “Potential Business Deal.”

How many new prospects will you need to contact to reach your goals?

InMails Allow You to Contact High Quality Leads

InMails generate response rates up to 30x higher than cold calling and

10x higher than email campaigns. Employees can also ask

for introductions from mutual contacts to improve credibility and

response rates.

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Access to Advanced Search Features are Available with a Premium Account

How important is it for you to monitor competitors, prospects and industry trends?

Refine search results to get in contact with more

of theright people

Save your search to be notified when a person

who fits the criteria joins LinkedIn

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Save and retrieve profiles of interest.

Make notes or bookmark certain profiles.

Organize profiles of interest into folders with different categories such as: Top

Prospects, Industry Experts, High Touch Clients

Keep Your LinkedIn activity organized with a Premium Account

This helps you to manage relationships to grow business and remember your LinkedIn connections. Will organization (or

disorganization) make or break your success?

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Stand Out From the Crowd by Distinguishing Yourself as a Premium member

Displays a golden “In” Badge next to your name, both on your profile and

when people search for you

Do you need that little “extra” to standout?

You may turn visibility of the badge off at any time.

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Receive Messages from LinkedIn Members Outside of Your Network with OpenLink

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Anyone on LinkedIn can send an OpenLink message to these Premium members without an introduction or

paying for an InMail

Visit your Privacy & Settings page and select the option to Accept

Messages in the OpenLink section. An icon will be displayed nextto your name once you opt-in.

OpenLink messages are free InMail messages that can be sent to any OpenLink Network member, even if they are

outside of your network


Is It Worth It to Pay For a Premium LinkedIn Account?

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If you are only a casual user without use of advanced features

No

YesIf you see value in any of these features discussed





• Should You Pay?

• Case Study

• Conclusion

Objective

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Case Study


Case Study

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Background

Challenge

Solution

Results

A postcard-based marketing company that focuses on giving away free marketing advice and offers affordable direct-mail printing for small businesses.

The company needed to increase its online presence and generate leads on a small budget.

The company became very active users of LinkedIn – it became a thought leader and joined and participated in Groups. It also personalized responses that were issued to individuals looking for a connection request.

The company generated 600 quality leads – with contacts providing their information – in just one year. LinkedIn leads resulted in more than 72% of the company’s actual business.





• Should You Pay?

• Case study

Objective

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Conclusion


Grasp the vast opportunities within reach for small to medium sized

businesses.

Capitalize and reap the benefits

Increase your ability to succeed

Conclusion

LinkedIn is networking the smart way for small business. It is an interactive solution that allows you to compete in a larger market,

generate leads, and increase profit all from your computer.

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