LINKEDIN TRAINING28/01/16

Hello!I’m Kate TolleyI’m here to talk to you about LinkedIn.

You can find me at:linkedin.com/in/katetolley

1.WHY LINKEDIN?How do you use LinkedIn?Why do you use LinkedIn?

Why use LinkedIn?

▷Professional network▷Users drive website traffic and conversions

▷Highly trusted by Google▷SEO friendly▷Your competitors are using it!

17 millionLinkedIn users in the UK (source: LinkedIn)

59%of LinkedIn users don’t use Twitter (source: Marketing Pilgrim)

40%of users check LinkedIn daily (source: LinkedIn)

80%of all social media business leads are driven by LinkedIn (source: Kissmetrics)

“LinkedIn is not just a place

to find your dream job, but a way to be better at the job

you already have.

▷Jeff Weiner, CEO of LinkedIn

Opportunities for your business

▷Lead generation▷Recruitment

Both use the same toolset:▷Your profile▷Your network▷Groups▷Search

Lead generation

▷Advanced search▷Saved search alerts▷Ask for introductions▷Take part in groups▷Export and analyse contact data

▷Use tagging to categorise contacts

Benefits of a paid account

▷InMail▷More Saved Searches▷Who’s Viewed Your Profile▷Open Profile▷Unlimited people searches

The cheapest premium option is £19.99 + VAT per month.

Your profileis the key to your success on LinkedIn because it is central to all of your activity on the platform.

Key parts of your profile show up wherever you go:

▷Search results▷Posts in groups▷Comments on status updates▷“Who’s Viewed Your Profile”▷Connection suggestions

The three most important components are your name, photo and professional headline.

How you appear in search results

The most important parts of your profile are the parts that show in search results:▷ Name▷ Photo▷ Professional

Headline▷ Current Position

Benefits of improving your profile

▷Better visibility in search results

▷Higher position in search results

▷Indexed on Google too!▷Establish credibility

14x more likelyto be found if you have a profile photo (source: LinkedIn)

13x increasein profile views when you list skills (source: LinkedIn)

Professional Headline▷The single most important part of your profile

▷This is NOT your job title!▷Include keywords▷Describe what you do▷Up to 120 characters

Summary

▷Probably the second most important part of your profile

▷Use it to introduce yourself and explain what you can do for the reader

About MeAbout YouCall to action

▷Up to 2000 characters

Other important sections

▷Contact details▷Vanity URL▷Experience▷Projects▷Skills▷Recommendations▷Cover photo

Other important sectionsContact Details

▷ Fill in as much as possible

▷ Use descriptive titles for website links

Vanity URL▷ Choose your name

if it’s available▷ Avoid using a

company name

Experience▷ Your current

position should be the focal point

▷ Include a summary of what the company does where relevant

Projects▷ Add media▷ Tag people who

worked with you on the project

Skills▷ Don’t list

duplicates (e.g. Audio Visual and AV)

▷ Keep your list relevant and specific

Recommendations▷ Ask contacts for

recommendations▷ Leave

recommendations for others

Best practice tips

▷Use the language your clients would use rather than overly technical jargon

▷Don’t just set and forget!▷Focus on your prospects - it’s about them as much as it is about you.

To share or not to share

Just because you can share everything on your profile doesn’t mean you should…

▷Groups▷Contacts▷Profile updates▷“Viewers of this profile also viewed”

▷Too much personal information!

Test it on mobileCheck your profile on amobile device to see how it looks.

Place your screenshot here

Your networkGrow your network and stay front of mind with your contacts.

It’s not what you know,it’s who you know.

Why grow your network?

▷Improved performance in search results

▷Improved visibility beyond your immediate contacts

▷When a contact ‘likes’ or comments on your update, their network will see it

▷Your network’s network (2nd tier connections) are extremely valuable

Grow your network!

▷Upload email contacts▷Connect with Gmail▷Go through business cards and contacts

▷Use Alumni search and look for former colleagues

▷Take part in groups and connect to other group members

▷Use “People You May Know”

Making a connection

▷Personalise your connection requests

▷Remind them how you know them

▷Find common ground▷If you don’t know them or haven’t got common ground, create it

▷If you are in the same group as your prospect, you can view their full profile and message them even if not connected to them

Groups

▷Join up to 50▷Choose which to display on your profile

▷Connect with fellow group members

▷Show up in email alerts when you post or comment

▷Share knowledge - establish credibility

Forget the search limitsGet around LinkedIn’s search limits

Get around the search limitationIf you find a great profile but it’s too far outside your network to view the full name or other details, copy and paste the professional headline, first name (and if necessary, location or other info) into Google. LinkedIn pages are well indexed in Google, and you should be able to find what you’re looking for.

Help your visitors get around the search limitation (premium accounts only)Premium accounts can set their profiles as “Open Profile”. This means that anyone, even free members, can view your profile and send a free message to you without an introduction or paying for an InMail.

Join GroupsYou’ll be able to see full profiles of other group members and send them messages even if they haven’t got an Open Profile.

Stay visible to your contacts

▷Give recommendations▷Endorse your connections▷Update your profile▷Post and comment in groups▷Post status updates▷Comment on others’ status updates

▷Send personalised messages to your contacts to stay in touch

▷Use “Ways to keep in touch”

Other LinkedIn Services

▷Connect with Newsle▷Publish on SlideShare and use it for lead generation

▷Publish on Pulse to increase credibility and visibility

▷Create a group (but only if you can keep it up) to grow your network

Thanks!Any questions?You can find me at:linkedin.com/in/katetolleykate@reallygoodmarketing.co.uk

Credits

Special thanks to all the people who made and released these awesome resources for free:▷ Presentation template by

SlidesCarnival▷ Photographs by Unsplash