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