Leverage LinkedIn for Business - BEGINNERS

Leveraging LinkedIn
for Business
-The Basics-
What can LinkedIn do
for You?
Wednesday, September 18, 13

Two Part Series

Two Part Series
Power of LinkedIn
5-Step Basic Strategy
Crafting an attractive proﬁle
Building your network
Lead Generation & Visibility (session 2)
Building your brand (session 2)
Advanced tools and Paid (session 2)

Today

Today
Why LinkedIn
How to Navigate
Home page
Settings area
Create a PROFITABLE proﬁle
How to build your Network

Build your personal brand 1

Build your personal brand
Establish yourself as an
industry expert
2
1

industry expert
Connect with: prospects,
customers, vendors & peers
2
1
3

industry expert
Drive leads & sales
2
1
3
4

industry expert
Drive leads & sales
Grow network deep & wide
2
1
3
4
5

8
LinkedIn Age
Demographics

7 LinkedIn Gender
Distribution

8 LinkedIn by Industry

9
LinkedIn Age Distribution
 200k+ Million users
 35% of users check in daily
 200 countries represented
 1.5 Million groups
 3 million Company pages
 Average income is $86,000 per year
 40% pay for LI Premium
 43% of marketers have found a customer
And even more…

8
LinkedIn Age
Demographics
COLD CALLING

Getting Started....

Step 1: Navigating through
the Maze

Let’s look at .....
Step 1: Navigating through
the Maze

12 Home Page: What is it?

13 Home Page -Newsfeed

Choose Updates
based on what you
want to see

Newsfeed:
• See Shares and Likes
• Group Discussions
• Updates on proﬁles, new job
•Your network new connections, etc.

16 Home Page: Making Updates
eSpark Tips:
1. Add ﬁle, picture to make it snazzy
2. Share with Twitter if ??
3. Make it interesting
4. Share link via bit.ly

17 Who has Viewed YOU??

18 Who has Viewed YOU??
eSpark Tips:
1. If you can see, they can see!
2. 3 choices to decide from
3. Edit in Settings
4. Extra options for Premium

19 Pre-start - Settings!
Hint 1:Before we start... Change Settings!!

20 What to Change in Settings
Hint 2: Edit section before doing changes

21
PROFILE
•Activity Broadcasts
•Activity Feed
•Who can see you/who you can see
•Who can view your connections
•Photo visibility
•Show/hide viewers also viewed
Important Settings Options

22
COMMUNICATIONS
•Set frequency of
Group Emails
•Set notiﬁcations
•Select types of messages
•Who can send you invitations
•Photo visibility

23
GROUPS, COMPANIES, APP…
•Set Display Order
•View your groups
•Set frequency of digest emails
•Turn on/off invitations
•View companies you are following

25
ACCOUNT
•Manage advertising preferences
•Change photo and visibility
•Customize updates that you see on HP

Step 2: Create a Proﬁtable
Proﬁle

Let’s look at .....
Step 2: Create a Proﬁtable
Proﬁle

LinkedIn Proﬁles

Proﬁle: How to Edit

Make a Good First Impression

Full Name

Personalize
your headline
Full Name

Work
history
Personalize
your headline
Full Name

Work
historyInsert Web Links
Personalize
your headline
Full Name

Work
Personalize
your headline
Full Name
Customize
Your
Unique URL

Work
Personalize
your headline
Full Name
Customize
Your
Unique URL
Personalize
your
Background

LinkedIn Headline
eSpark Tips:
1. Headline – 120 characters
2. Public Proﬁle
3. Create a custom URL!!

31 Proﬁles: Background Section

32 Proﬁles: Background Section
eSpark Tips:
1.Talk to target client
2. What makes you unique
3. Why should you be hired
4. Conversational
5. Customer - .....???

33 Proﬁle: Experience Section

34 Proﬁle: Experience Section
eSpark Tips:
1. What does company do?
2. What do you do at company?
3. How do you contribute to BL?
4. Update and change order
Your elevator pitch!

35 Proﬁle: Skills & Experience
eSpark Tips:
1. Endorse to get endorsed
2. Rearrange based on goals
3. Do it but not Key to success

36 Proﬁle: Education

37 Proﬁle: Interests and ...
eSpark Tips:
1. Add personality!
2.Show what you are about

Create buyer personas

What are their problems & challenges?

What is important to them?

What inﬂuences their decision to buy or take action?

What inﬂuences their decision to buy or take action?
What sorts of images & information appeals to them?

Create your Prospect Proﬁle

Geographic region
you serve
Where are your prospects & suppliers
located (NV, Tucson, other countries)

Geographic region
you serve
Industries you serve
Industries you provide travel to (Marketing;
Sales)

Geographic region
you serve
Sales)
Professional interest
You areas of expertise (Budget travel;
Luxury or Bespoke travel)

Geographic region
you serve
Sales)
Professional interest
You areas of expertise (Budget travel;
Luxury or Bespoke travel)
Products/Services you
sell
Travel packages; Group packages; Travel
arrangements

1
2
3
1
2
3
Who am I? 3 Reasons I use your products 3 Reasons I buy from you
What do I do online?
Search Terms I use to
ﬁnd your products
What information do I
look for My Social Life Online
My Relationship with
technology
Draft Persona Name: Customer Segment:

Get Recommendations

Subject: Can you please recommend me for the training that I
did at your company?
Hi James,
I am following up on the training I conducted for your company. Did your team implement the
suggestions I made? Please let me know if can be of more service.
I was hoping you could take a few minutes to write me a recommendation on LinkedIn.You may
write whatever you like, but if it helps I have listed a few talking points below:
•Knowledge of your industry
•Experience in my industry
•Effectiveness of the training
Thank you so much for your time, I really enjoyed working with you!
Yours truly,
Valerie
Get Recommendations

22 Optimize

Top 10 Tips for a complete proﬁle

•☐Your industry and location
•☐ An up-to-date current position
•☐ Two past positions
•☐ List education/certiﬁcations
•☐ List skills (minimum of 3)
•☐ Compelling summary in
conversational tone
•☐ Get 50 connections

TOP 4 eSpark Tips
•☐ Get Recommendations
•☐ Customized URL
•☐ Attention grabbing Headline
•☐ A professional photo

Step 3: Build your Network

Its better to be the best
connected

Its better to be the best
connected
Than the most connected
• Do they live in my community?
• Do we belong to the same group(s)?
• Are they connected to someone I know?
• Do we or have we worked in the same
industry?
• Do we share common hobbies, interests
or causes?
• Have they read or spread my content?
• Have they included a personal note with
the invitation?

22Connect With People You May Know
Tips
✦ Start from home page
✦ Use search bar
✦ Use “PeopleYou May Know”

Upload your Contacts
Tips
✦ Chose Network Tab
✦ Chose “Add Connections”

22
Advanced Search Tool
✦ Keywords
✦ Title
✦ Location
✦ Level of connection
More options with PAID
account
Used Advanced Search

22
Tips
✦ Know email address
✦ Shared group no email
✦ Customize message!!
✦ Mobile BEWARE
Connect the RIGHT
Way

52 Sign up for Groups

The Power of LinkedIn

Make connections

Make connections
Maintain relationships

Make connections
Listen for opportunities

Make connections
Listen for opportunities
Powerful search for people and clients

Next Month

Next Month
Proﬁle 2.0- how to boost your brand
even more!
How and Why build a company page
Prospecting on LinkedIn
The “Group How-To’s”
Advanced Search
Brand Building
Paid LinkedIn Options
New Features & Tools

FREE 30 MINUTE
Phone Consultation to
discuss your LinkedIn
Strategy, Proﬁle
or website analysis

Let’s Connect
Questions & discussion welcome
Email me for copy of presentation or for FREE 30 minute consultation:
vmarbach@esparkmarketingwsi.com
www.linkedin.com/in/esparkmarketing
Valerie Marbach
twitter.com/valmarketinggal facebook.com/eSparkMarketingWSI.com
www.eSparkMarketingWSI.com
eSpark MarketingWSI

Leverage LinkedIn for Business - BEGINNERS

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