Maximizing LinkedIn for Business, Marketing and Sales Parts 1 and 2

Maximizing LinkedIn for Business, Marketing & Sales Kathy Bernard wiserU.com | kathy@wiseru.com

Kathy Bernard  LinkedIn

 Career

optimizer/trainer

Coach

Invite me to connect:

Kathy Bernard, St. Louis kathy@wiseru.com

.com

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

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  810+ million members  180+ million in the U.S.

Source: LinkedIn

810 Million Members, About 180 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

Source: LinkedIn

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 – 220 characters

Maximize 2,600 character About Summary

Add a

BANNER

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 • • • • •

Make use of the 220 characters!

Include your title + what the company does or what you do Or, add alternate titles, industries, regions served, specialties Or, add website, contact information Or, tell a short story

Maximize your HEADLINE for work Help promote your company| 220 characters max./218 used

IT Project Manager/Analyst at XYZ Corp – Scanning/indexing software that seamlessly integrates with Epic or Cerner medical records to improve healthcare data/better outcomes. No more manual patient data classification!

Maximize your HEADLINE for sales Help promote your company| 220 characters max./216 used

Client Success Manager / Sales Representative for MO/KS/IA – Contact me for Digital Advertising Strategy / Social Media Marketing, E-tail & Email Marketing -tmtmarketing.com | 800-000-0000 | George@TMTMarketing.com

Maximize your HEADLINE for career Lead employers to you | 220 characters max./217 used

President, CEO, COO – Healthcare, MedTech, Medical Devices – Sleep Apnea, Sleep Deprivation, Medicine, Digital Health | Private Equity, Mergers & Acquisitions, Healthcare Reimbursement – Available in Boston or Remote

Lead investors to your organization

Avoid wasted HEADLINES

Exercise: Modify your 220-character headline

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

want to be found for + contact info!

Maximize the

SUMMARY For Career  2600 characters  PACK it with what you

want to be found for + contact info!

PACK in 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 SKILLS in for career

I will email you your

SKILLS

 Skills for your job title and your industry/field  Include them in your Skills section and re-

type them into your Summary section

st Maximize 1

300 characters of About summary Ultrasound First is the only private clinic in Greater St. Louis offering just musculoskeletal ultrasound imaging/ ultrasoundguided injections. Same day/next day appointments available.

Ultrasound-first.com / 314-782-2034. Physicians refer patients because … SEE MORE >>

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

 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 …

Exercise: Maximize the first 300 characters of your summary

Add VISUALS In: FEATURED

Add an EMOJI

Emoji sites

https://coolsymbol.com/ cool-fancy-textgenerator.html https://www.linkedin.co m/pulse/add-emoji-yourlinkedin-profile-simplecopy-paste-brynnetillman/

The Most IMPORTANT Box …

Maximize JOB TITLES  100 characters max.

Maximize JOB TITLES  100 characters max.

Maximize JOB TITLE For Career  100 characters

max. for career

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

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.

Link your

COMPANY PAGE by picking

COMPANY NAME from list

Add VISUALS In:

EXPERIENCE Education

Add VISUALS

194 x 106 pixels

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



Retype same skills into your summary

Click “Add profile section” Choose Core > “Add Skills”

sometimes this

Skills suggested are often the most sought after for job openings based on your profile. Not seeing relevant skills? Change your profile!

I will email you your

SKILLS

 Skills for your job title and your industry/field  Include them in your Skills section and re-

type them into your Summary section

Another way to find your

SKILLS

Rearrange skills Top 3 show on profile

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

Process heating



Soundproofing



Automotive repair

Score HIGH for Jobs & Business

Exercise: Choose and position your top three skills

Endorse

OTHERS

Add ACCOMPLISMENTS Click “Add profile section” Choose  Additional > ▪ Accomplishments

Maximize ACCOMPLISHMENTS

Get RECOMMENDATIONS

Give RECOMMENDATIONS

Any

Questions?

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 Use filters

Explore your My Network page

But don’t INVITE them there …

CONNECT on their profile

Toby, 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?  “Beth Brown speaks so highly of you …

 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

Reach your PROSPECTS • • • • • • •

Through connections Through People search Recruitment Geek Company page search Premium account messaging Groups Articles and posts

Reaching Your Prospects using LinkedIn

Find FRIENDS of your friends

Change to 2nd degree connections to find/connect with a friend’s friends

FIND prospects

PROSPECTS find you the same way

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 Premium-Account Holders

Valerio accepts free messages

Allyson doesn’t accept free messages

Find INVESTORS & BUYERS

Search & Follow by COMPANY

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 … message ANY member for free

Reach ANY group member

... FREE!

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

relevant to potential customers  Invite prospects to join

Exercise: Join up to 10 groups