The document outlines powerful LinkedIn marketing strategies presented by Stephanie Sammons. It discusses four key strategies: 1) building a powerful profile, 2) developing an intelligent network, 3) building influence, and 4) leveraging LinkedIn tools. The presentation provides best practices for each strategy, including completing profiles, strategic networking, engaging in discussions, using LinkedIn ads and other tools to position oneself as a thought leader and drive business opportunities.

1. Powerful LinkedIn
Marketing Strategies
Presented by
Stephanie Sammons #SMMW13
(@stephsammons)
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2. Who Are You?
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3. Every Professional Can Benefit...
Cultivate new leads, clients/customers, and
business advocates (or help your firm do this)
Engage with existing clients/customers
Identify, source, recruit partners/employees
Find employment/work projects
Become an influencer/industry thought leader
Uncover countless professional growth
opportunities
Teach employees/partners/vendors/clients to
follow your lead
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4. A Network of 200 Million Affluent,
Educated Decision-Makers
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5. LinkedIn = The Professional Web
200 Million+ active and engaged members with
a purpose (to gather insights and network)
Default Professional Online Identity (1st stop)
5.7 Billion People Searches (2012)
2 new members per second (39% YoY Growth)
1 Billion Endorsements Given/Received
25 Million Daily Profile Views
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6. What Makes LinkedIn a “Premium”
Social Network?
Aspirational/Productive
Relationship-centered
Higher quality network (scale more quickly)
Good Behavior (mostly)
Email inbox integration (opt-in, trusted)
Search engine visibility
Inside search capabilities (recently improved!)
Less competition (for the time being)
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7. Always Have an Influence Mindset:
1) Help someone solve a problem
2) Help someone get smarter
3) Help someone achieve more
If you build influence, you won’t have to sell
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8. 4 LinkedIn Marketing
Strategies for Building
Influence...and Business
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9. #1)Build Powerful LinkedIn
Profile Equity
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10. Your Professional Store Filled With Help
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11. Professional Profile Best Practices
Complete every section possible (make
LinkedIn smarter about you)
Update/improve frequently
1st person (Avoid industry jargon)
Add Skills/Expertise (keywords!)
Give (to get) endorsements (search equity?)
Add Media (use supported providers)
Make everything public (exposure/visibility)
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12. Embrace Endorsements...G2G
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13. Build a Company Page (Brand Asset)
Small Business
Big Brand
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14. Company Profile Best Practices
Complete page leveraging all features possible
Add graphics and rich media to page
Product/Services (calls to action?)
About section - use keywords
Ask for recommendations from clients/customers
(through LinkedIn)
Create different views for different target markets
Showcase career opportunities (paid)
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15. Ask for Product/Service Recs
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16. #2)Build an Intelligent
Network
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17. Your Network is Your Ticket to Growth
Every new connection is an opportunity to grow your
visibility and expand your influence within your
industry...and beyond.
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18. Build Your Personal Network Strategically...
Make relevant and targeted connections (make LinkedIn
smarter about you)
Don’t limit your connections (bigger network = more
related search appearances)
Find the low hanging fruit (PYMK, Alumni, Groups)
Follow and connect with industry influencers
Follow relevant companies to find connections
Invite connections on website/blog/email
Use improved LinkedIn people search! (find intersections)
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19. Build Your Company Page Followers
Initiate “Follow exchanges” with industry partners,
vendors, advocates
Promote page to email database
Utilize Company Follow button on website/blog
Cross promote on other social networks
Run “follow” or “recommendation” ads
Strive for engagement (follower network exposure)
Get to 200 followers for traction (best advocates)
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20. #3)Build Network Influence
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21. How to Build Influence on LinkedIn?
Help your network solve a problem, get smarter,
achieve more
Position yourself/your company as an industry thought
leader
Be Personable
Be the “go-to” resource in your industry (leverage
LinkedIn Today)
Be consistent to be memorable
Invest in dialogue (discussions/engagement)
IT’S A PROCESS!
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22. Building Influence Drives Profile Views
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23. LinkedIn Profile Views Lead to...
More Connections and Followers
More exposure to your status updates
Recommendations/Endorsements
Engagement/Dialogue
Referral Traffic
Recognition/Memorable
Business opportunities
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24. Comments = Dialogue & Exposure
Comments trump “Likes” and “Shares”
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25. LinkedIn Groups
Use Groups to build thought leadership and facilitate discussions...
Source high quality well-managed
LinkedIn Groups
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26. Find Influencer topics that do well
-Comment & Share
-Blog about it and share again!
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27. Strive for Engagement on Company Pages
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28. #4)Leverage LinkedIn Tools
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29. LinkedIn Today (News with Social Context)
Sharing relevant news with insightful commentary
and opinion positions you as the expert...
use the news!
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30. LinkedIn InMail
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31. LinkedIn Social Ads
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32. @Mentions
Initiate dialogue
Empower, compliment, thank, promote others
(G2G)
1st degree connections (and comments)
Twitter integration
Exposure to connections networks
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33. Slideshare
LinkedIn owns Slideshare.net
Expand visibility and reach in both networks
Add to profile - showcase your professional insights
Slideshare ads
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34. Consider Advanced Tools & Strategies
Premium Accounts
Start your own group
Mobile apps for on-the-go engagement
LinkedIn publisher/share button
LinkedIn Developer Tools (LinkedIn logins)
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35. LinkedIn Developer Tools/Integrations
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36. More LinkedIn Insights?
http://www.stephaniesammons.com
@StephSammons
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