Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014
Leeds business week competitive edge with linked in yorkshire mafia #leedsbizweek
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Get a competitive edge with LinkedIn
by Jonny Ross
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What we will cover …
• Social media as powerful search engines• Keywords – be found• Strategic LinkedIn – sales targeting
• … all to help you win new business
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Work with a partner
What are you key business goals?
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Keywords
What have you searched for on Google?
• Best Thai restaurant in Leeds• Intellectual property lawyer, UK• Ebook cover designer
All this could be new business for you
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Search Engine Optimisation
• Create great content• Ensure this content is accessible to search
engines.• Make pages unique and relevant• Make the content popular
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On Site
• Keywords• Content• Technical Aspect• Usability
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Off site
• Relevancy• Links• Reviews• Reputation
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Work with a partner
Who are your target audiences?
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Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!
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Optimising your profile• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.
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Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.
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What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections }
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In this room, who has ...
• A Solicitor in London?
• Contacts at PwC?
• Retailer in Australia?
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Winning business from LinkedIn
• Joined groups• Got involved • Networked• 30% of my
business now comes from this group
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• Powerful search engine
• Keywords in profile
• Strategic searches for sales
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To be found – 100% complete; Summary
– Your industry and location– An up-to-date current position/job
(with a description)– Two past positions– Your education– Your skills (min 3)– Photo– At least 50 connections
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How to increase your network
• Same group• Common interests• Common connections
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Make a connection, then stalk their list!
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Look at contacts via Companies
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Work with a partner
What do you want to achieve from
LinkedIn?
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Recommendations/Endorsements
• Accessed via a direct link on your profile and links under each of your previous roles or activities.
• Useful because they engender trust.• Excellent for improving SEO
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Endorsements
• http://podcast.ft.com/index.php?pid=1937
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Recommendations/Endorsements
• People will request recommendations from you. The test here is would you give them a reference offline for a job? Or for a tender?
• Only request a recommendation if you think you deserve one.
• If someone does recommend you, you can reciprocate, but wait until the next day, otherwise you might appear in the same update stream and this can look contrived. Think about the time of day you accept one too!!
• Don’t be afraid to turn down a request for recommendation, but do it kindly and with positive attitude.
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Groups
• How to find the right group• Email Settings• Promotions• Search• Members• How to get the most out of them
– Listen– Add Value
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Company Pages
• Great for SEO• Great to get onto peoples homepages
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Work with a partner
Quick update on what you want to achieve
from LinkedIn
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To win business …
• 100% complete LinkedIn profile• Keywords to be found in searches• Build relationships• Use LinkedIn to support targeted sales• Be yourself as you would offline• Be useful pass on information, help people• Become a trusted contributor in groups
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And I can help you…
• Research your keywords• Create and help write a blogs• Train teams or individuals on
LinkedIn/Twitter/Facebook/Google Plus• Use LinkedIn for sales targeting …. And of course, SEO/websites!
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Work with a partner
Social Media Goals
• Connect with 2 target audience a day for next week
• Listen in 3 new groups• Start a discussion in a group
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Question Time
Do you want to challenge me? Is this a load of nonsense?It’s time to ask questions!
Also for Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com