Maximizing LinkedIn for Business, Marketing & Sales Kathy Bernard wiserU.com | kathy@wiseru.com
Kathy Bernard LinkedIn 27
optimizer/trainer
communications awards
Enterprise
Holdings, Caleres and CBS Radio
Invite me to connect:
Kathy Bernard, St. Louis kathy@wiseru.com
.com
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LinkedIn is HUGE for job search 97%
of recruiters 40x greater chance of employment
Source: LinkedIn
LinkedIn is HUGE for business … World’s
largest business network 700+ million members 169+ million in the U.S.
Source: LinkedIn
700+
200
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
It’s … PACKED with features VALUABLE
There’s a way to … SCORE HIGH
for what you want to be found for
FIND YOUR PROSPECTS o
o
With free or premium account Whether you advertise or not
Let’s Maximize LinkedIn for Marketing & Sales
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
Part 1: Part 1: Developing a strong LinkedIn profile • • • • •
Headline, photo, banner Summary Work experience and education Skills Special sections
PUMP UP Your LinkedIn PRESENCE & NETWORK
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
ScoreHIGH for Jobs/Business
#1 on LinkedIn
#1 on Google …
Works for me, too!
Maximize your
PROFILE
Banner – 1584 x 396 pixels Headshot photo 500 x 500
Headline – 120 characters
Maximize 1st 306 characters of Summary Add Media
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 Summit Racing Parts Sales-Racers, StreetRods, Musclecars, Offroad, SportCompacts FAST Ship 800-230-3030/summitracing.com 120 maximum / 120 used
Maximize your HEADLINE for career Lead employers to you | 220 characters max.
Formerly 120 characters
Now 220 characters
Avoid wasted HEADLINES
Exercise: Modify your 220-character headline
Maximize the Summary For Business 2000 characters PACK it with what you
want to be found for + contact info!
Maximize the
SUMMARY For Career
PACK KEYWORDS in for your company
PRODUCT MANAGER (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 Development, Product Lifecycle Management, Product Management, Product Marketing, Marketing Strategy, 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), SQL, Strategic Planning, Strategy, Tableau, Team Building, Team Leadership, Test Management, Training, Vendor Management, Web Analytics, Wholesale, Written Communication
PACK KEYWORDS in for career
ď ľ 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
Another example …
Exercise: Maximize the first 300 characters of your summary
Add VISUALS In: FEATURED
Add VISUALS In:
EXPERIENCE Education
Add an EMOJI Emoji sites https://coolsymbol.com /cool-fancy-textgenerator.html https://www.linkedin.co m/pulse/add-emojiyour-linkedin-profilesimple-copy-pastebrynne-tillman/
Maximize JOB TITLES ď ľ 100 characters max.
Maximize JOB TITLE For Career
ď ľ 100 characters
max. for career
Exercise: Practice maximizing your job title box
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.
Add a Current Position COMPANY NAME: St. Louis Hospitals & Health Centers JOB TITLE: What you want to be (including variations): Senior Vice President | Vice President | Controller Operations Director | Chief Operations Officer LOCATION: Greater St. Louis Area (or where you want to move) FROM: When you lost job to present DUTIES: Include everything that you are capable of doing. Include keywords, such as Six Sigma, Java, project management ATTACH: Your final project + other proof
Link to
COMPANY PAGE by picking
COMPANY NAME from list
Add VISUALS
Pump Up Current & Past Jobs
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
Click “Add new profile section” Choose Background • Skills
sometimes this
Skills suggested are the most sought after for job openings based on your profile. Not the right skills? Change your profile!
Rearrange skills Put top 3 on top
To change a top 3 pin, unclick pin, then click pin of your preferred skill
To change order of skills, click the 4 lines and move skill to preferred place within the same category
Include SKILLS related to what people can buy from you not just your abilities Examples:
Process heating
Soundproofing
Automotive repair
ScoreHIGH for Jobs & Business
Exercise: Choose and position your top three skills
Endorse OTHERS
Add
ACCOMPLISMENTS Click “Add new profile section” Choose Volunteer Experience Accomplishments
Maximize ACCOMPLISHMENTS
Get RECOMMENDATIONS
Give RECOMMENDATIONS
Part 2: Building a powerful network for prospecting • Invitations and acceptances • Mobile features • Snagging your connections list
Grow
Your Network!
Why it MATTERS
Use Search to FIND PEOPLE Anne Drozda, St. Louis
Explore your My Network page
But don’t INVITE them there …
Connect from person’s profile to customize invitation
Paul, 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: How’s your tenure with KU compared to MU?
Reiterate invitation message in follow-up message :
“As I mentioned in my invitation …”
Exercise: Add LinkedIn mobile app to your phone
Customize your invitation on mobile
Use LinkedIn QR code reader
Click My Network > Manage [NUMBER] to respond
Don’t just accept, RESPOND
Snag your connections’
in one spreadsheet
Exercise: Request your connections list
Reaching your PROSPECTS • • • • • • •
Through connections Through People search Recruitment Geek Company page search Premium account messaging Groups Articles and posts
Reaching Your Prospects using LinkedIn
Click My Network > Connections
Find 2nd degree prospects
FIND prospects Director, Purchasing
PROSPECTS find you the same way Soundproofing
recruitmentgeek.com
LinkedIn: Only 60 free
searches/mo. Search carefully Research names on
RecruitmentGeek.com on separate browser
Search COMPANY PAGE EMPLOYEES
Invite OPEN NETWORKERS
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 ď ľ Include hashtags to
focus messages to the right prospects
ď ľ #websitecontent
The best part of GROUPS ‌ message any member for free
Reach ANY group member
... FREE!
Create a group ... FREE! Location or topical
relevant to potential customers Invite prospects
Exercise: Join up to 10 groups relating to your prospects