LinkedIn basic and advanced features - advanced search, optimizing your profile for search, linkedIn advertising.

1.
Using LinkedIn to Dominate Your Market

2. LinkedIn
● The world’s largest professional network with over
300 million registered members in 200 countries and
territories worldwide.
● Executives from all Fortune 500 companies are
members and 66% of LinkedIn users are decision
makers or have influence on purchasing decisions for
their companies.
● Average household income is $109,000 – highest
social media site.

3. Business Goals
● Driving more traffic to your website
● Getting media attention
● Promoting your events
● Interacting with professionals from around the globe
● Obtaining advice from top consultants on urgent
business issues

4. Agenda
● Your Power Profile
● Endorsements vs Recommendations
● Optimizing Your Profile For Search
● Company Pages
● Using Advanced Search for Prospecting
● Leveraging Introductions
● Groups
● LinkedIn Advertising

6. Your Power Profile
● 100% Complete
● All Star profile bring benefits – you show up in more
searches for your expertise
● Current position with description
● Industry and postal code
● At least 2 past positions
● Education
● At least 5 skills
● A profile summary and photo
● At least 50 connections

7. 7

8. Profile is mini website
● Multidimensional marketing tool for yourself and
your company
● Make sure everything on your profile is client-
focused and benefits-oriented
● Text should be scannable, easily digestible bites of
information

10. Profile
● Professional headshot
● Great Professional Headline
● List of skills separated by pipe |
● Bridget Gibbons | Digital Media Consultant | Customized
Social Media Training
● Benefit statement approach
● Top Graphic Designer Makes All Your Promotional Materials
Pull Customers in Like a Magnet
● Helping Small Businesses and the Tri-State Area Leverage
Social Media to Grow Their Business
● Concise, compelling and Value-Driven

11. Contact Info Section

12. Editing Contact Info on Phone
● Click on Me
● Scroll Down to contact section

13. Summary
● One of the most important parts of your profile
● You have 2000 characters to use them all!
● Outline format easiest to scan
● Who you are
● Whom you help
● How you can help
● How to get in touch with you

14. Editing Contact Info on Phone
● Click on Me
● Click on Edit Pencil next to profile pic

15. Addition sections that make your
profile shine!

16. 16

17. 17

18. On Mobile

19. Recommendations
● Quick way for people to get a sense of your
strengths as a professional and for you to help out
your connections in a few simple steps.
● Click on “Asked to be Recommended” on any
position on your profile and select which connection
can speak to your work at that position.
● They’ll submit a brief recommendation for your
approval.
● You can control which recommendations to display
by clicking “Manage”
19

20. 20

22. Experience
● Add at least 3 recent positions.
● Provide details on your responsibilities. This
dramatically helps improve search results.
● Hover over this section to see edit pencils.
22

23. Editing Contact Info on Phone
● Click on Me
● Scroll Down

24. 24

25. 25

26. Endorsements
26

27. 27

28. 28

29. 29

30. Editing Contact Info on Phone
● Click on Me
● Scroll Down

31. Optimizing Your Profile to Be Found
in Searches
● What do you want to be known for? What’s your
specialty? What sets you apart?
● Determine which phrases you want to be found for
and integrate them into the key aspects of your
profile
31

32. Four Required Places for Your
Keywords
● Headline – one of the key areas LinkedIn considers
when ranking you in search results
● Current Work Experience – This is the 2nd
place LinkedIn
looks, make sure keywords are in the job title.
● CEO is less helpful, consider changing to what you do
rather than your title
● Past Work Experience – LinkedIn will rank you higher
for keywords in your past job titles
● Summary – include keywords in your value driven,
benefits oriented summary. You have 2000 characters –
use them!

33. Advanced Optimization Strategies
● Having more recommendations and connections
● Having a paid account

34. Other Optimizing Opportunities
● Recommendations – provide bullets containing your
keywords for people who agree to recommend you
● Website section - use keywords
● Public Profile website address – Add keywords to the end
of your hyperlink address
● Groups – join groups with your keywords in the title,
you can join up to 50 groups
● Skills – add your keywords in the Sills & Exprtise section
● Interests – Very few people us this strategy; you can also
add names of experts you are interested in; you might
be displayed in the results for searches on their names.

36. Where NOT to Optimize
● Your Name Field – it’s against LinkedIn’s T&Cs

37. Company Pages
● Promote your company or the company you work for
and provide an entertaining, multimedia display of
information
● Use the company page as of the most powerful
prospecting and information tools you will ever use
to seek new business, find new opportunities, stay
up to speed on your industry
37

38. Company Page
● Specialties, website, industry, type, headquarters,
company size
● Logo and cover image

39. 39

41. 41

42. 42

43. Company Status Updates
● Company updates allow Company Page
administrators to directly engage with viewers and
followers of their Company Page.
● Admins can post and share items like company news,
promotions, relevant industry articles, SlideShare
presentations, and videos.
● LinkedIn members can see your company updates on
your company's Home tab. Followers of your
Company Page will also get the updates on their
homepage.
43

44. Targeted Updates
● Company updates can be targeted to give companies the
ability to tailor content to specific audiences. Updates
are targeted based on followers' profile data. Targeted
company update filters include company size, industry,
function, seniority, geography, and language preference.
You can also specifically reach non-employee followers
with these same targeting parameters.
● A company must have at least 100 followers within the
selected target group in order to post a targeted
company update.
● Only Company Page administrators can post company
updates and targeted company updates.

45. Showcase Pages
● Showcase Pages are extensions of your company
page, designed for spotlighting a brand, business
unit, or initiative. Create a page for aspects of your
business with their own messages and audience
segments to share with.
1. Identify business areas that need a Showcase Page.
2. Click the "Edit" menu on your Company Page. Select
"Create a Showcase Page.”
3. Now you’re ready to start sharing your content.

46. Introductions for Prospecting
● Like Google, enter a keyword in the search box
● Search your own connections and groups.
● Find and reconnect with people, or look for new
connections by company, expertise, or education.
● Filter search results by powerful facets like location,
industry, language, and more.

47. Agenda
● Advanced Search
● Leveraging Introductions
● LinkedIn Advertising
● Groups

49. 49

50. 50

51. 51

52. 52

53. Groups for Prospecting
● Check second and third-degree connections
● Click on profile and look for groups you share
● Enter the group, find them in the group
● Send message, introduce yourself, explain you share
a group, ask for information – fact finding
53

54. Search On Mobile
● Enter search term in box
● Click on two-way arrows to refine
● Select degree of connection, locations, etc.
● Click done
● Click into each profile to see shared connections

55. Company Pages to Create
Opportunities
● Find and get to know target company employees
● Follow companies you want to sell to
● Follow companies you may be thinking of acquiring,
merging with or partnering with
● Research your competitors in your industry
● Stay current in your field by following the leading
companies in your industry
● Look for updates you can use as talking points and
relationship builders when reaching out to
connections at companies

56. Successful Selling on LinkedIn
● Create value first, then sell
● Put yourself in your prospects’ shoes – is there
something they need to achieve, some goal they need
to accomplish? What is that? Focus first on helping
them achieve it.
● How? Focus on what information you have assembled
– e-books, videos, articles, blogs, interviews, white
papers, webinars, etc. Make sure they are valuable,
that they speak to your prospects’ needs.
● Give them away without expectation of a purchase.
56

57. Successful Selling on LinkedIn
● Identify prospects and then give them something of
value.
● Example:
● Hi, Dr. Smith, I read your profile here on LinkedIn, and I
see you have a family dental practice in White Plains, NY.
I have helped hundreds of dentists just like you triple
their client base in a very short time by leveraging social
media. I’d like to send you my free report “The Top 10
Social Media Strategies for Building Your Dental
Practice.” There’s nothing to buy and no strings
attached. Please let me know if I can send it to you.
Thanks for your time.

58. Successful Selling on LinkedIn
● As a next step, could offer 20 minute free
consultation.
● This strategy is dependent upon having valuable
content.
● If you don’t have, that’s the place to start

59. Growing Your Network Strategically
● Add current and past clients, reach out to current
and past colleagues, former classmates, other you
meet in the community at networking events.
● The larger your network the greater your influence

60. Post LinkedIn Updates Regularly
● One way in which a large network benefits you is if
you are posting LinkedIn status updates on a regular
basis.
● Everyone you are connected to can see them on
their home page.
● Demonstrate that you’re a valued resource and
someone worth getting to know.
● Limited your updates to a couple a day
● Restrict updates to business topics – everything you
do and say on LinkedIn is branding you.

61. Guidelines for LinkedIn Updates
● Share helpful information – Links to articles, case
studies on your website, upcoming event that will
help people in your network.
● Stir people’s curiosity – provide something that
makes people want to learn more “Read this case
study to see how one company increased client
loyalty by 20 percent.” with a link.
● Announce business events – use updates to alert
others about large sales your company just made or
upcoming events where you will have a booth.

63. Search for your best prospects
● Identify the position/title of your best prospects
● Run an advanced people search to generate a list
● Save the search and have LinkedIn send you the
report monthly or weekly

64. Agenda
● Advanced Search
● Leveraging Introductions
● LinkedIn Advertising
● Groups

66. 66

67. Search for your best prospects
● Run a People Search in any of the groups you have
joined
● Benefit is that you are starting from a targeted list,
narrowed either by geography or a common interest
or job title
● Search and find the list, connect with those who it
makes sense
● Save the search
67

69. 69

70. Search for your best prospects
● Run a company search
● Select companies from the center drop-down menu
and then click on the blue magnifying glass
● There are filters on the left side – company size,
location, industry
● Run the search, select a company page to visit and
you will “see how you are connected”

72. 72

73. 73

74. Research your prospects
● Once you have the potential client lists, you should go
through their profiles one by one and research the
valuable information they have shared about
themselves.
● This is a gold mine of information to absorb before you
contact them
● You can learn:
● What they are measured on – investigate their current job,
what are they responsible for and how are they measured
● Where they worked before – look through their prior work
history – is there a personal connection?
74

75. Research your prospects
● You can learn:
● What you have in common – check out their
organizations, charities, community involvement, and
groups. Find something you can use to develop
rapport.
● What’s on their mind – look at their status updates
and find topics you can talk to them about or learn
what they are working on right now.
● All this information allows you to decide if they are
a good prospect and the best way to approach them.

76. Join Groups to Sell More
● People self-select and organize themselves into
special-interest groups that you can join.
● There’s a group for every industry, and you have the
opportunity to learn from and engage with your
best clients, demonstrate what a valuable resource
you are by posting interesting information and send
a message to anyone in the group, even if you’re not
first-level connections.
● Gives you an opportunity to listen and discover the
problems you can solve.

79. 79

80. 80

81. 81

82. Groups
● Some groups feature a jobs tab where you can review jobs posted by
other group members, or post a job of your own to increase
distribution for the opening.
● Click on the search tab when looking for a specific topic across all
discussions.
● Add your voice without expecting an immediate return – think
engagement, not sales
● Check out profiles – when you see people in a particular group you
want to meet, click on their profile and review their info
● Go where your prospects are – you can join 50 groups – make them
count. If the group does not work, change groups.
● Share interesting resources (white paper, e-book), ask questions.
● If you have a partner, join different groups to increase presence.

83. Look for trigger events
● New management or a change in ownership – new
managers typically bring in new vendors
● Company name change or new positioning – company
could need marketing or PR help
● New clients acquired – company may need to beef
up customers support services
● Expansion into new market segments- company
might need your expertise
● Lots of new job openings – could indicate expansion
and growth, meaning need for logs of new sevices

84. Look for trigger events
● Make up a list of trigger events, think about your
recent client acquisitions
● Think about how your products or services can help
the individuals involved achieve their business
objectives.
● Finding trigger events will shorten your sales cycle
and you’ll get a jump on the competition

85. LinkedIn Advertising
● Sponsored Updates - Boost your company's
content across all devices
● Attract new followers to your Company or Showcase
Page
● Reach just the right audience with comprehensive
targeting options – Job title, function, seniority,
industry, etc.
● Get your message out on every device: desktop,
tablet, and mobile

87. 87

88. 88

89. 89

90. 90

91. 91

92. 92

93. 93

94. 94

95. 95

96. 96

97. Sponsored Updates Best Practices
97

98. LinkedIn Advertising
● Text Ads - Start generating leads in minutes
● Add a compelling headline, description and even a
50x50 image
● Choose your target audience with precision B2B
filters
● Set your own budget and measure performance in
Campaign Manager

100. Long-Form Published Posts
100

101. Long-Form Published Posts
● LinkedIn members can publish long-form posts about
their expertise and interests. Publishing allows you
to further establish your professional identity by
expressing your opinions and sharing your
experiences.
● When you publish a long-form post on LinkedIn:
● Your original content becomes part of your
professional profile. It is displayed on the Posts
section of your LinkedIn profile.
● It's shared with your connections and followers.
101

102. Long-Form Published Posts
● When you publish a long-form post on LinkedIn:
● Members not in your network can now follow you from
your long-form post to receive updates when you
publish next.
● Your long-form post is searchable both on and off of
LinkedIn.
● Long-form posts should share your professional
expertise. Write about challenges you've faced,
opportunities you've seized, or important trends in
your industry.
102

103. Long-Form Published Posts
● Keep your voice authentic. Write about specific
areas in which you have experience and/or
expertise. Keep your writing focused. Avoid covering
too many topics in the same long-form post.
● Don't shy away from expressing your opinion.
However, keep your long-form posts appropriate for
the LinkedIn audience.
● Don't post anything obscene, shocking, hateful,
intimidating or otherwise unprofessional.

104. Account Settings
● From this page, you can:
● Change your primary email and password.
● Compare account types and see how many InMails and
introductions you have left.
● Manage any jobs or LinkedIn Ads you've purchased.
● View and manage settings for your:
● Profile
● Email Preferences
● Group, Companies and Applications
● Account
104

105. 105

106. 106

107. Settings On Mobile
● Click on Me
● Click on gear icon to right of search box

108. 108
Thank you!