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- 3. What we willcover in today’s workshop • What is LinkedIn • Australian Social Media statistics • Why is LinkedIn important for Business Development • Why we should use LinkedIn • How to create a company page • 4 steps to generate leads on LinkedIn • The 5 Principles of persuasion • Understanding LinkedIn analytics • How to export your LinkedIn connections • How to create a content plan for your posts • Where to source great images for your social media • How often to post on LinkedIn and what to post
- 4. What is LinkedIn LinkedInis a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally. A LinkedIn member’s profile page, which emphasizes skills, employment history and education, has professional network news feeds and a limited number of customizable modules. Basic membership for LinkedIn is free. Network members are called “connections.” LinkedIn was co-founded by Reid Hoffman, a former Executive Vice President in charge of business and corporate development for Pay Pal. The site, which was launched in May 2003, currently has over 300 million members from 200 countries, representing 170 industries
- 9. Why is LinkedInImportant for Business Development Think of your LinkedIn page as a supplement to your website: It helps you drive traffic to your site and provides an outlet to promote your products, services, and content. Your LinkedIn Page provides free marketing opportunities and enhances the credibility of your company
- 10. How to createa Company page • To create a Company Page: • Click the Work icon in the top right corner of your LinkedIn homepage. • Click Create a Company Page. • Enter your Company Name and choose a URL. ... • Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page. • Click the Create page button
- 11. HIGH QUALITY LEADGENERATION The reason why I have chosen LinkedIn as a preferred social media site is because of its high quality lead generation capabilities. Regardless of what product you sell, where your company is located or what industry you’re in, ultimately we are all in the business of sales. With a network of over 500 million members across 130 different industries and 200 countries it has never been easier to search, find and connect with thousands of potential clients with a click of a finger. Why use LinkedIn
- 12. STEP 1: PLAN Forany campaign to be successful you first need a plan and LinkedIn is no different. Not having a clear and actionable plan is the main reason why 90% of businesses fail to effectively use LinkedIn to increase their sales. And the first step in creating a plan is to get clear on your outcome for using LinkedIn. So what’s your outcome for using LinkedIn? Is it to grow sales in a new industry? If so how much? Get real specific, because every activity you do moving forward will be based on you achieving this outcome. 3 STEPS TO GENERATE LEADS ON LINKEDIN
- 13. Step 2: BUILDA PROFESSIONAL LINKEDIN PROFILE Once you are clear in terms of who you need to connect with, you now need to build a compelling LinkedIn profile. You can create a personal one and a company page. Your profile is the centrepiece of everything you do on LinkedIn. Before someone accepts your invitation to connect or responds to an email you’ve sent, you can bet nine out of ten times they will view your profile first.
- 14. Add your skills- put them in the Order that is most relevant to what you do. Update your cover photo Update your contact details Create a professional summary Ensure readability on mobile. Two lines maximum for each sentence – it makes it much easier to read on mobile
- 15. STEP 3: CONNECT Withoutthe right foundation you may end up connecting with the wrong audience Once you have an outcome in mind, the next step is to breakdown your outcomes into 3, 6 and 12 month chunks to make the process realistic and measurable. Identify your client avatar. The key here is to breakdown this avatar into 5 key metrics which you can then use in the Connect stage to find them on LinkedIn. Location Seniority Level Company Size Industry Title LinkedIn Tip: Try and connect with at least 500-1000 people before you start to message them
- 16. • There aretwo new members joining LinkedIn per second. • With so many people fighting for attention, your first impression can most often be your best or last. • Now there are many ways to build a profile. Identify your outside approach • Once you’ve answered these three, you will then need to go back into your profile and re-design all of the various section including your summary, work experience, headline, skills and endorsements, etc. to address these points.
- 17. STEP 4: Profit Overthe past few years there have been many different marketing methods tested on LinkedIn ranging from long copy to short copy, number of emails to send, best days and time, etc. Based on this research there are a series of steps required to turn a connection into a meaningful relationship and to build rapport. Before you begin spend a bit of time thinking about the type of content you can include in this three-step process to establish trust and rapport with your contacts before promoting your call to action. Have a look back at your ideal client.
- 18. In the secondpart of the message it’s really about providing a bit of valuable content, it could be an infographic, an article that the prospect would find interesting. This builds up trust in you and positions you as a subject matter expert. The third part of the message is your call to action, this is where you promote either a phone call or to catch up for a coffee. Keep it short and sweet there’s nothing worse than sending a prospect a huge sales letter assuming they will read it and buy. The purpose of this is to build rapport and show that you’re not like everyone else who is just out to pitch their prospects straight away.
- 19. What to doonce you have connected with a potential client Over the years I have found that if your message is not personalised and relevant on LinkedIn, it’s virtually impossible to get results. Your connections are a lot more likely to respond to you if they are familiar with you due to quality comments and posts that you have been sharing. Keep copy under 1,000 characters Use a clear call to action Choose a sender that’s relevant and credible to your target audience Include member’s name in the greeting Set up A/B tests to learn what resonates Select a concise subject line that demonstrates clear value. ( Consider including wording such as ‘Exclusive invitation’, ‘opportunities’, and ‘connect’.)
- 20. The 5 Principlesof Persuasion on LinkedIn 1 – Reciprocate 2 – Consistency 3 – Social Proof 4 – Liking 5 – Authority
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- 22. Consistency If someone haspreviously liked your articles, posts and comments and generally supported your LinkedIn activity, you would be more open to meet with them and to get introduced to another colleague.
- 23. Liking Regularly seeing yourprofile in a feed makes people feel closer to you. Make sure you spend at least 10 minutes a day interacting , liking and commenting on other peoples posts.
- 24. Authority By carefully craftingyour profile and with the ongoing support from others (comments, shares and likes) you have higher levels of perceived authority to me. Meaning I’m more likely to respond positively to your requests. Especially if those requests are congruent with your areas of authority.
- 25. Social Proof LinkedIn socialproof, in the form of endorsements and recommendations on your profile as it verifies what you say and makes it easier for your Ideal Client to take the next step with you. The recommendations and endorsements you get from those who are connected with you and have worked with you add value and strengthen your brand. In short, it shows that you are legitimate and credible…you are who you say you are. When an Ideal Client gives you positive feedback on their experience working with you, ask them if you can send them a LinkedIn Recommendation request.
- 26. Asking for aRecommendation Step 1: Go to the LinkedIn profile of the person you're requesting a recommendation from. Step 2: Click the "More ..." button below their profile picture, and select "Request a Recommendation" from the drop-down menu. Please give me a good recommendation
- 27. LinkedIn Groups Click theWork icon in the top right of your LinkedIn homepage and select Groups from the menu that appears. Click Discover at the top of the page to view suggested groups. You can then request membership by clicking the Ask to join button under the group description.
- 28. How to exportyour LinkedIn connections • Your network is your net worth, as they say. You may want to get the names of your contacts and their contact information out of Linkedin. • Login to your LinkedIn page • Click on Settings and Privacy • Click on Download your data • It may take up to 24 hours for them to email you a link to the data base
- 30. FAIL TO PLAN,PLAN TO FAIL Marketers with a documented strategy are 4x more effective and yet only 28% of marketers have a documented content marketing strategy. LET’S START WITH 3 PLANNING BASICS TO SET YOU UP FOR CONTENT MARKETING SUCCESS: 1- Follow brand guidelines. Maintain your brand to ensure your content reflects a consistent look, voice and tone. 2- Look at what your competitors are doing – this is a great way to learn from others successes and failures 3- Build an editorial calendar. Based on your objectives, fill your calendar with a variety of top, mid and lower funnel content to help you engage your audience and achieve your goals.
- 31. How often shouldI post on LinkedIn ? • Post 1-2x a day • Posts in the morning earn the highest engagement • Engage with & respond to followers’ comments • Start with 20 quality posts per month
- 32. Overview of whatto share? LinkedIn has become known as the definitive professional publishing platform around the world. In fact, more than 1 million people have published more than 3 million posts. WHAT TO SHARE • Professional expertise & experiences • Industry trends • Lessons learned • Links to your Blogs • eBooks • Case studies • Industry articles • Helpful how-to content • Bright visuals (visual is the new headline!) Tip: Link images and keywords back to your company blog or eBooks for increased traffic to your website
- 33. Industry trends andhow-tos BuzzSumo analysed the headlines of 10 million articles shared on LinkedIn to find out the topics that resonate with people on LinkedIn. They looked at the top phrases used in the headline of the most shared articles, and two types of content stood out: Industry trends and how-to articles. Industry trends and news: “the future of”, “in the world”, and “of the year” How-to articles: “X ways to”, “how to get”, and “how to make”
- 34. Understanding your analytics •Make use of the analytics Besides measuring your LinkedIn marketing performance, your Company Page analytics is a great tool for understanding what content your followers like. Here are two ways to make good use of the analytics: Click on the company page and then click on the analytics • Understand what content does well on your Company Page In the “Updates” section of your analytics, you get a wealth of information about your recent LinkedIn posts (or “updates”). Besides providing data such as the impressions, clicks, and social actions, it also calculates each post’s clickthrough rate (CTR) and engagement rate.
- 35. According to LinkedInone of the best practices for running a LinkedIn Company Page is to use rich media like images and videos. They found that images lead to a 98 percent higher comment rate while links to YouTube videos can result in a 75 percent higher share rate.
- 36. How to filterthrough your connections • Click my network • Click my connections • Then click see all • Click Search with Filters • Filter by Keywords, Locations, Industries etc
- 37. Edit public profileURL LinkedIn Tip Click on view profile Enhance your personal brand by creating a custom URL for your LinkedIn public profile. Create a profile in another language
- 38. Study other companypages LinkedIn has a feature called Companies to track. I believe it’s as useful in helping you with your LinkedIn marketing. You can find this table at the bottom of the “Followers” section of your analytics. Is my Company Page growing as fast as other Company Pages that have roughly the same number of followers? How do my number of updates and social engagement compare with similar Company Pages? What types of content are doing well for them? (You can click on their name to visit their Company Page
- 39. Optimize your CompanyPage for search A well-optimized LinkedIn Company Page allows your target audience to easily find you on and off LinkedIn (e.g. Google). To optimize your Company Page for search Insert keywords. Be sure to incorporate keywords into the company profile information, clearly representing who you are and what you do. There are two places on your profile where you can insert keywords: your company description and specialties.
- 40. Ads for LinkedIn Thereare three types of ads you can create on LinkedIn: Sponsored content – ads that appear directly in the LinkedIn feed Sponsored InMail – ads that allow you to deliver personalized, relevant content through LinkedIn Messenger Text ads – pay-per-click (PPC) or cost-per-impression (CPM) ads that appear on the side
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- 43. Where to findphotos • Promo – Create videos • Pixabay- A huge database of public domain images • New Old stock -Vintage photos from the public archives • Unsplash -10 new high-quality photos released every 10 days. Released under the CC0 license. • Foodies Feed High-res food images. Free to use without attribution; however, the may not be resold. • Death to the Stock Photo--Free images for commercial use. Delivered monthly to your inbox. You do not have the right to claim these photos as your own. • Magdeleine--One free high-res photo every day (and access to a full repository of images). Use the handy filter to find images that are either public domain or require attribution.
- 44. For the firsttime in the history of media, you can reach the world’s professionals-all in one place. More than 467M people worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. Together they comprise the largest global community of business professionals. These are the decision-makers, influencers, and the leaders of today and tomorrow- precisely the people you want to target.
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