MDMC 2021 LinkedIn for Marketing and Sales

LinkedIn for Marketing and Sales Kathy Bernard WiserU.com | kathy@wiseru.com

Welcome!

Kathy Bernard Invite me to connect: linkedin.com/in/kathybernard WiserU.com | kathy@wiseru.com

Introduce yourself Name, company, and how you use/want to use LinkedIn

Get today’s SLIDES & MATERIALS at wiseru.com/linkedin-class-resources

LinkedIn is HUGE for business …

• World’s largest business network • 738+ million members • 176+ million in the U.S.

Source: LinkedIn

It’s where your PROSPECTS are • Most affluent social media • Average income: $100,000 • 100% of Fortune 500

It’s HUGE for B2B lead generation 274% more effective than Facebook

Source: Hub Spot

You can … SCORE HIGH FIND YOUR PROSPECTS o

o

With free or premium account Whether you advertise or not

Today’s Agenda Part 1: Developing a strong LinkedIn profile Part 2: Building a powerful network and prospecting BREAK Part 3: Promoting your business Part 4: Using LinkedIn’s free, paid and premium tools

Why start with your PROFILE? • LinkedIn is a NETWORKING site • Prospects find YOU first before they find your company

The good news: Almost NO ONE is doing it right …

Almost NO ONE is doing it right … … but you CAN!

You can SCORE HIGH for what you do or sell

Score HIGH for Jobs/Business Sales position

Customer Service position

#1 on LinkedIn

#1 on Google …

Works for me, too!

Maximize your

PROFILE

Add a BANNER

1584 x 396 pixels

Be careful with type!

Maximize

PHOTO  Include

logo or product  500 x 500 pixels

Banner + Photo for Business:

PERFECT!

Maximize

HEADLINE 220 characters max.

Owner, PlungerPens.com - Imprintable Pens with Tiny Toilet Plunger Attachment - Fun Gifts for Plumbing Companies, Water Districts, Realtors, Nonprofits, PTAs | Founder, The Awards Project - Free Gift Cards to Reward Kids

Avoid wasted HEADLINES

Maximize the Summary For Business  2600 characters  PACK it with what you

want to be found for + contact info!

Add YOUR SKILLS PRODUCT MANAGEMENT SKILLS (Alphabetical)

Advertising, Agile Methodologies, Analytical Skills, Business Analysis, Business Process Improvement, Business Intelligence, Business Process Mapping, Business Strategy, Category Management, Change Management, Communication, Content Marketing, Cross-functional Team Leadership, Customer Service, Customer Support, Data Analysis, Data-driven Marketing, Decision Making, Development Strategy, E-Learning, Enterprise Software, Forecasting, Inventory Analysis, Leadership, Marketing, Management, Market Information, Market Research, Marketing, Marketing Analytics, Marketing Strategy, Microsoft Excel, Microsoft Office, Microsoft PowerPoint, Microsoft Word, Problem Management, Presentation Skills, Problem Solving, Product Management, Product Development, Product Lifecycle Management, Product Management, Product Marketing, Program Management, Project Management, Public Speaking, Quality Control, Release Management, Requirements Gathering, Research, Sales & Marketing, Sales Management, Social Media Marketing, Software as a Service (SaaS), Software Development Life Cycle (SDLC), Strategic Planning, Strategy, Tableau, Team Building, Team Leadership, Test Management, Training, Vendor Management, Web Analytics, Wholesale, Written Communication

PACK KEYWORDS In Your Summary

Learn your

SKILLS

 Ask employees

to post a brief

STANDARD BLURB

SUMMARY

Gates Corporation is the leading manufacturer of power transmission belts and fluid power products. Gates.com (636) 332-6150 | george.betz@gates.com Our products are used in industrial and automotive applications where the cost of failure is high relative to our product costs.

We offer a complete portfolio of product and service solutions for replacement and first-fit …

st Maximize 1

300 characters JAC Products designs, engineers and manufactures roof carrier systems for the international automotive industry jacproducts.com | 248-874-1800 | nsmith@jacprod.com

Add VISUALS In: FEATURED ▪ Posts ▪ Articles ▪ Links ▪ Media

Maximize JOB TITLES  100 characters max.

Maximize EXPERIENCE  Include duties

and keywords

THAT MATTER TO CUSTOMERS

►Oversee day-to-day operations for Temtron Inc., which services and sells process heat control products & systems ►Analyze cost-benefit ratios of equipment, supplies and service applications to ensure best pricing for customers.

Link to

COMPANY PAGE by picking

COMPANY NAME from list

Add VISUALS In:  Experience  Education

Pump Up Past Jobs too

Maximize EDUCATION 

Choose school from list so logo shows



Add activities, etc.



Put most important degree first

Maximize SKILLS 

Add up to 50



Get endorsed



Use same words in summary

sometimes this

Skills suggested are the most sought after for job openings based on your profile.

Not the right skills? Change your profile!

Put most important 3 skills on top

Unclick green pin to move entry from the top 3

Click clear pin to move it to the top 3 Click/move “hamburger menu” to reorder skills within sections

Include SKILLS related to what people can buy from you not just your abilities Examples: 

Process heating



Soundproofing



Automotive repair

Endorse OTHERS

Add ACCOMPLISHMENTS

Add

ACCOMPLISMENTS Click “Add profile section”

Part 2: Grow your network for prospecting • Invitations and acceptances • Mobile features • Snagging your connections list

Why it MATTERS

Use Search to FIND PEOPLE CFO, St. Louis

Explore your My Network page

But don’t INVITE them there …

Connect from person’s profile to customize invitation

Jack, It was great meeting you at SEMA Show.

Let’s connect and let’s meet! Tom

Invitation BEST PRACTICES  Be friendly/pertinent: “Hoping to meet you at MDMC”  Ask a question: “What’s the most challenging aspect of the

pandemic on your business?”  “We’re both in the St. Louis Engineering LinkedIn group. I enjoy

learning from other group members. Let’s connect”  Reiterate invitation message in follow-up message :

“As I mentioned in my invitation …”

Customize your invitation on mobile

Use LinkedIn QR code reader

Click My Network > Invitations > See all [NUMBER] to respond

Don’t just accept, RESPOND

Click My Network > Connections

Find 2nd degree prospects

FIND prospects Director, Purchasing

PROSPECTS find you the same way Sales, Widgets

recruitmentgeek.com

 LinkedIn: Only 60 free

searches/mo.  Search carefully  Research names on

RecruitmentGeek.com

It works FOR FINDING YOU!

Search COMPANY PAGE EMPLOYEES

Reach out to PREMIUM-ACCOUNT HOLDERS

Join GROUPS  Join up to 100

(20 at a time)  Attract

prospects to you

Join GROUPS prospects are in Scroll to the Interests section of a person’s profile.

Click “See all” to view Groups.

Post and comment in groups  Include hashtags to

focus messages to the right prospects

 #websitecontent

The best part of GROUPS … you can message any member for free

Reach ANY group member ... FREE!

Create a group ... FREE!  Location or topical

relevant to potential customers  Invite prospects

Let’s BREAK • Back in 10 minutes • I’ll be back in 5, if you have questions

Part 3: Promoting your business • • • •

Posting on your home page Liking, commenting, and sharing Writing articles Sharing videos and events

Post on your HOME PAGE Drive traffic to your blog, site, or an article

Build a following on LinkedIn

Copy/paste link into box  Copy / paste article link

into the “Share an article” box

Follow hashtags and variations Example: #talent

Use hashtags in your posts

Like, comment, & share DAILY  Promote good news  Support client posts  Share industry articles  Send articles to clients

Comment on posts using hashtags

Click “Write an article” button

Add IMAGES or VIDEOS

Best PRACTICES  Add a large banner image (600 x 322 pixels)  Add multiple images, videos, snippets, etc.

 Include an author bio box  Share link on your home page,

in groups, on company page  Check Notifications for comments  Write often/build a following

Sometimes an article goes BIG

Find all your articles from Activity your profile

Also find all your posts

And see all your activity, including likes, comments and shares

Promote EVENTS

LinkedIn Live Livestreaming video  Invitation only now  Events, Q&A, product

announcements

Ultimate Live Streaming Guide at wiseru.com/linkedin-class-resources

Send prospects a VOICE MESSAGE 

Mobile only



Huge open rate!



Click Message icon > select recipient, click microphone icon

BE ACTIVE -- Get more profile views Get more views through connections, endorsements, likes, comments, and shares

Part 4: Using LinkedIn’s Free, Paid & Premium Tools • • • •

Company pages Job postings Premium accounts Advertising

Create a COMPANY PAGE

Add a logo &

COLORFUL BANNER 1536 x 768 pixels

?

Add

ABOUT US & COMPANY DETAILS

Invite

CONNECTIONS to follow your company page

Add up to 20

COMPANY SPECIALTIES

Add

DETAILS & LOCATIONS

Post ARTICLES

Share from your company page, or …

Share from your home page by clicking the arrow to post as your company

Share POSTS

TIPS

BRAG

JOBS FUN

THANKS

SELL

Share POSTS VIDEO SERIES SERVICE

CIVIC PRIDE EXEC PROFILES

EVENTS

EMPLOYEE SPOTLIGHT

Start a group and link it to your

COMPANY PAGE

Group Creation EXAMPLE

View Company Page FOLLOWERS

View competitors on the right side of each company’s page

Add PAID

CONTENT

Linkedin Career Page: Price varies, $10K - $65K • Visitor-personalized job recommendations/messaging • Select company name in job post to link to Company Page

Learn insights about employees

JOB POSTINGS all in 1 place

Job POSTING • • • • • • •

Click the Work icon, then "Post a Job" Add company name, job title, location Add details (job type, seniority level, description) Set your daily budget Review your order Enter payment info Click "Post Job"

Job posting cost

• Price-per day (like Indeed)

• 2x daily rate/day or your planned total per month • Price varies by job title, location, competition

Job posting cost, cont.

• Site average: $1.20-$1.50 per click • Still searchable/apply-able after daily budget reached • Spend more to show up higher in results

Job Posting, cont.

• When you add a company to your job posting, it links directly to your company page job page • Company logo + link to your page is included • You can show your profile on a job posting

Job TRENDS

Score HIGH for Jobs & Business

$29.99/mo.

$47.99/mo.

$64.99/mo.

$99.95/mo.

Advertising

1) Establish a company page 2) Open LinkedIn Campaign Manager

Sponsored

CONTENT

Best PRACTICES • Headline < 150 characters • Descriptive copy < 70 characters (> 100 characters gets truncated ) • 1200 x 627-pixel image LinkedIn Advertising Specifications for Sponsored Content

Best PRACTICES, cont.

• Few or no words in image or use video • Clear call to action • Location + 2 other criteria • Change ads often LinkedIn Advertising Specifications for Sponsored Content

Text

ADS

Best PRACTICES • 50x50 pixel image • Up to 25-character headline • Up to 75-character description • Buy ads as PPC or CPI • Establish a strong landing page • Test and tweak

business.linkedin.com/ marketing-solutions/ppc-advertising

Sponsored

INMAIL

Automated, personalized messages to prospects • Call-to-action button is always visible, ever format • Only delivered when recipient is active on LinkedIn • Boost registrations, drive promotions, promote downloads

Best PRACTICES •Focus on the benefit to the recipient •Subject line: Personable, concise, friendly •Send from a prominent person •Consider a 300x250 banner image Sponsored InMail Overview

Best PRACTICES, cont.

•Body: Personal introduction + clear purpose •Copy: < 500 characters •Clear call to action that reflects landing page Sponsored InMail Overview

Pricing STRATEGIES • • • •

Minimum total campaign budget: $25 Expect to pay $.75 to $.80 per send Current cost per open: $1.70 Open rate: 44%

Features & QUIRKS •Optimized for mobile and desktop •Arrives at top of member’s inbox •Can personalize name •Recipients respond by clicking call-to-action (CTA) button •Strong landing page required or use LinkedIn Lead Gen Form

Lead GENERATION forms

In CONCLUSION • • • •

Work your profile Reach out to your prospects Tell your story And grow your business on LinkedIn!

Find detailed guidance at wiseru.com/linkedin-class-resources

Q&A:  What LinkedIn questions

do you have?

Kathy Bernard, Kathy@wiseru.com Slides and resources: wiseru.com/linkedin-class-resources

INVITE ME to connect!  Kathy Bernard, St. Louis, MO

 kathy@wiseru.com  Request your skills  Individual review/training