Instructed by Victoria Ipri.

1. Holistic Integration with
LinkedIn™ Innovation
Victoria Ipri
CEO
Ipri International

2. Today You Will Learn
•
•
•
•
The meaning of “social selling” with LinkedIn
Why "holistic" in relation to social selling
How a holistic approach fosters integration
Where your holistic strategy begins (Pulling
together the „pieces‟ - profile, company page,
groups, invitations)
• Benefits of holistic integration for small biz
• When to ask for help

3. About Me
Former sales director (healthcare, e-learning)
2006: Began copywriting biz
2008: Incorporated SEO
2010: Earned Masters Advanced
Internet Marketing, U. of San Francisco
2010: Authored LinkedIn For The Clueless
2012: Founded Ipri Philadelphia,
emphasizing social selling
2013: Ipri International takes the stage!

4. Today’s Mission
To see the trees,
and then…
create your own forest.

5. What is “Social Selling”?
The best of both the social media and sales
worlds, working harmoniously to:
Engage prospects earlier in the decisionmaking process
Maximize your time
Augment current sales efforts

6. What is “Holistic”?
• “emphasizing the organic or functional
relation between parts and the whole”
(dictionary.com)
For This Discussion…
• The holistic approach analyzes all key
factors contributing to consistent sales
excellence.

7. Challenges of Holistic Social Selling
Small business owners…
…put greater care into every sales step.
…are creative; often dislike the „business‟ side of
business.
…often struggle to communicate product or service
value.
…often loathe „sales” („read: coercion‟).
…reluctant to “toot their own horns”.
…feel paralyzed by modern technology: “Can one
mistake ruin me?”

8. Benefits of Holistic Social Selling
•
•
•
•
•
•
•
•
•
•
•
Set intentions, visualize the results
Establish a brand with a soul
Align communications with the brand
Identify, consistently communicate unique value
See customer service individually and from 40,000 feet
Share stories of how your solutions benefitted others
Allow others to talk about your excellent services
Connect, share resources, exchange information, refer
Educate the public (presentations, public speaking)
Offer low-risk samples (added benefit: goodwill!)
Develop a referral-generating strategy
A delighted customer is your best sales tool!

9. 6 Pillars of Holistic Integration w/LinkedIn:
Pulling the Pieces Together
1. Keywords: Think Headline, Summary,
Endorsements, Job Descriptions
2. Effective Messaging: Free & simple branding
moments
3. Intelligent Network Expansion: Apply “deep smarts”
4. Endorsements: Manage them, love them
5. Groups: Your secret branding weapon
6. The Company Page: People are paying attention

10. Key Takeaway: Selling the Brand YOU
"LinkedIn is not primarily your online resume...If you
are a salesperson, you must think of LinkedIn as a
super-charged sales tool that can radically transform
your business.” Brian Gainor, LinkedIn Enterprise Account Executive
Who here is NOT a salesperson?
If sales is not your business objective,
then what is the point?
“A business exists to create a customer.”
Peter Drucker

11. Move The Needle

12. Keyword Activity
Develop 5 new, strong keywords for use in
creating your holistic branding strategy.
•
•
•
•
•
Log in to your LinkedIn account
Check your Driving Keywords via WVMP chart
Type a search word/phrase into main search field
Click on the people symbol
How many members are using this phrase? These are
your competitors
• Adjust as needed to increase page rank and visibility
Move The Needle

13. See For Yourself…
Move The Needle

14. More Keyword Proof…
Move The Needle

15. Key Takeaway: Keywords & Your Profile
It‟s all so much simpler than we think.
•
•
•
•
•
Keywords drive the LinkedIn engine
People are members of LinkedIn
Members type in keywords to find you
If not you, they find your competitor
You lose potential business
Keywords Are An Essential Innovation to
Ensure Holistic Integration

16. Elements of a Holistic LinkedIn Profile
•
•
•
•
•
Use Keywords: headline, summary, endorsements, job history
Headline: A Snapshot
Summary: The Brand You
Endorsements: Rule of Reciprocity, Like/Know/Trust Factor
Job Descriptions: Your value, your „deep smarts‟
Remember:
…Easy on the resumespeak…
…Include a call to action…
…Contact Info…

17. Invite In, Message Out…Ho Hum…
Are you missing out on free & simple
Brand integration moments?
•
•
•
•
•
•
•
•
•
Sending invitations
Accepting invitations
Messaging group members
Posting in groups
Supporting group content
Status updates
Mentions
Contacts/Birthdays
Any type of content sharing
Every message is an opportunity to positively promote
yourself or your brand.

18. Start a Branding Fire!
STOP using Standard LI Language! Yes, it‟s there for your
convenience. But who ever built a strong brand on that?
DROP the “shoulds”. “I should be using this tool”. “I should be
accepting every invite.” I should be paying for a premium
subscription.” Shoulds focus on failure and drain your energy.
Instead, enjoy what you‟re doing well.
ROLL out your likemindedness, your warmth, your intelligence …be
human! Support others‟ efforts, invoke the Rule of Reciprocity, help
where you can…but always with an eye to opening the door to new
business.
Holistic marketing takes patience and long-term vision.
It’s not a race!

19. 4 Key Holistic Actions
1.
2.
3.
4.
Mindful Network Growth
Endorsements
Groups
The Company Page

20. 1. Mindful Network Growth
It‟s About Quality, Not Quantity.
-- Select 3-5 Focus Niches.
-- Accept only those invites that fit your goals.
-- View invites as targets/prospects.
-- Follow up, just like a sales call.
-- IMMEDIATELY support him/her.
Endorsements? Mentions?
--Don‟t ask for anything! Info sharing only.

21. 2. Endorsements: Why You MUST {learn to} Love Them
Truth #1: Recommendations are “old-school” in a world driven by
micro-messaging, images and 6-second videos.
Truth #2: Endorsements can be effective, if managed properly.
Top Endorsement Management Tips
•
•
•
•
•
Be Astute: Grasp the power of “testimonials” (The 57% Rule)
Don’t Dilute: Select 10 or fewer skills.
Do Uproot: Delete slowly to avoid a big dip in position.
Don’t Pollute: Going forward, ignore the irrelevant.
Do Recruit: Ask for re-endorsements from those you know well.
Learn More on Business2Community: http://bit.ly/14DyZUU

22. 3. Groups: Your Secret Branding Weapon
If your local newspaper offered you a free full page ad,
would you turn them down?
Then Why Ignore Groups?
•
•
•
•
•
•
•
•
Make contact with a broad range of likeminded people
Increase your opportunities by meeting new people
Learn from others, especially experts
Bounce ideas off others
Do market research
Showcase your knowledge with original content
Improve your status as a thought leader
Curate great content for use elsewhere
Challenge: Where Else Can You Get ALL of These Benefits for FREE?

23. Key Takeaway: Groups
• Can join up to 50, not counting subgroups
Great for heavy networking
•
•
•
•
•
•
Maintain 5-10 of the best
Size does NOT matter
Read the rules to avoid SWAM‟ing
Don‟t sell!
Support others
Concentrate on connecting at 1st level

24. 4. The Company Page: Yes, You Need One!
Recent LinkedIn study:
50% of members are more likely to purchase from
a business with whom they engage(d) on the site.
Company page features:
•
•
•
•
•
A small logo
Good content space
Landscape-style image (better branding & design appeal)
Right-hand navigation features your products, services, & job openings
Two featured product spaces on right side with an image, brief
description, & link to “More Products”
• Basic information about your business
• A better news stream to ensure your content finds the right LinkedIn
members

25. Key Takeaway: Company Pages
1. Use keywords. Companies get found via search — so think
about SEO/keywords when creating your page.
2. Socialize. Post status updates, gain followers, and share content
to engage prospects, customers, share industry expertise, and
establish thought leadership
3. Think locally. For service providers, most customers are local, so
include your location — (up to five) — to ensure your business
pops up in ZIP code searches. (But not if you work from home!)
4. Add banner images. Banner image options exist for each section
of the company profile, including three photos on your products
page. Use them to liven up your presence and tell your story. The
home page banner cannot be clickable, but all others can be!
5. Remember to add your logo. You‟ll need a standard logo for the
profile page and a square logo to serve as your icon attached to
status updates.

26. Where to Get More Help
Connect with me on LinkedIn:
www.linkedin.com/in/victoriaipri
Follow me on Twitter:
@VictoriaIpri
Preorder LinkedIn For The Clueless:
(Newly revised!)
www.linkedinfortheclueless.com
LinkedIn Training Programs: www.getlinkedintraining.com
Group Webinars & On-Site Team Training Available

27. Thank You!
Learn more at
www.onlinemarketinginstitute.org