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Extending Your Reach on Linked
Andrew Bungert
Community Manager
What is Linked In?
• Online professional social networking site • Launched in May 2003 • 259 million users as of Oct. 2013 • 3 million business pages • 2.1 million groups
What does Linked offer?
• The primary use of LinkedIn is networking – 200 countries are represented (in 20 languages) – 1 billion endorsements (3/17/13) – 200 conversations per minute (8/22/13)
What does Linked offer?
• Valuable promotional tools aren’t as widely used
• Help increase business exposure – Company pages – Group pages – Event promotion
Company Pages
• Opportunity to showcase company to LinkedIn communities
• Include company overview, products & services, careers • Adds credibility to organization
Company Pages
1. Include only the most important information – Create short, clear company overview
Company Pages
2. List key products & services – What your company offers – Make sure all information is clear and concise – Make sure information lists key benefits – List an informed contact – Include relevant links
Company Pages
3. Take advantage of additional customization – Make sure content is interesting and reader-
friendly – Add logos, include pictures of your products and
services, create banners, videos
Company Pages
4. Use key words throughout content – SEO – Capture people searching for relevant
organizations – Specific to your areas of expertise
Company Pages
5. Include a call to action – To each product or service – Make them appeal to target audiences to drive
interest
Group Pages
1. Identify the right groups to join – Join up to 50 – Find relevant groups, but choose carefully
Group Pages
2. Review group statistics – View demographics, growth, and activity
• Compare to target audience
Group Pages
Group Pages
3. Be cautious of group environment – Be aware of group culture and rules – You don’t want to be off-putting
Group Pages
4. Contribute valuable, relevant information – Spamming is negatively received and against
most group rules – Promote yourself when it applies – Provide your quality, relevant, and helpful
insights to gain credibility
Event Promotion
1. Leverage your following if you already have one – Update personal and professional pages – Define your audience and tailor the message – Concise, clear call to action – Link to a registration page
Event Promotion
2. Direct message your connections – Short, benefit-focused – Keep in mind sending
limit of 50 at a time • Send to those who are
likely to be interested
Event Promotion
3. Post to relevant groups – A lot of groups on LinkedIn tailored to very
specific purposes – Join and begin discussions around event
Event Promotion
4. Use paid advertising – Decide who
will see the ad using LinkedIn data
Event Promotion
Event Promotion
5. Ask speakers & participants to promote to their networks – Likely to have engaged relevant networks
already – Already interested on the topic
Recap
• Company Pages – Make concise yet personalized company page
with SEO value
• Group Pages – Join relevant groups and contribute quality
insight to conversations
• Event Promotion – Reach out to your network, groups, and consider
paid advertising
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