Using LinkedIn to Build Business

Presented by:

Mandy BoyleSEO Manager

Question Time….

Who uses LinkedIn?

Presentation Overview

• Getting Started With LinkedIn

• Using LinkedIn’s Features• Growing Your Network• Demonstrating Your Knowledge• Showing Off Expertise• Gaining Testimonials• Generating Leads• Managing Your Online Reputation

LinkedIn At A Glance

• LinkedIn is a social network aimed toward professionals

• More than 50 million users

• Usually seen as an online version of your resume, but it’s actually so much more than that

• LinkedIn can help you grow your business, expand your knowledge, and promote your best work!

Getting Started

LinkedIn can: Increase visibility Create outlets to gain new leads Connect you with vendors, future partners, and clients Build trust in brand Establish leadership in the industry Allow for you and your company to demonstrate expertise, knowledge, quality of service, etc.

Building Your Profile

Your LinkedIn Page is So Much More than a Resume!

Setting Up Your Profile

The Photo• Choose something professional• For a company profile, choose your logo or a photo of your team

The Summary• Make it explain why someone would want to do business with you or your company• Your elevator pitch• Read it out loud - would you stop and take a closer look?

Experience & Skills• Explain what you've done as well as what you CAN do

Interests, Groups & Associations• Showcase where you're active

Recommendations• You need them• Testimonials to your service, expertise, and skill can build trust and make you look more attractive

Setting Up Your Profile: Best Practices

• Write an SEO-friendly bio and set up the profile using relevant keywords that pertain to the industry.

• Fill out profiles for company leaders as well as company itself.

• Use widgets and applications to integrate other marketing tools, such as importing blog entries, slideshows, or Twitter stream into the profile.

• List newsletter subscription, social media links, etc.

• Personalize your URL.

Applications

Add something different, interesting, and engaging to your profile

Some Favorite Applications:Wordpress: Pull in posts from your blog

Tripit: Share upcoming trips, conferences, meet-ups

LinkedIn Polls: Conduct market research, get opinions and ideas

Company Buzz: See who's talking about you on Twitter

SlideShare: Embed PowerPoint presentations

Box.net Files: Manage files online and share content through the profile

Making Updates

• Status Updates• Can be linked with other social media (e.g. Facebook)• Post status updates that are engaging, interesting, and relevant

LinkedIn Questions & Answers

• A lot like Yahoo! Answers, only with more targeted categories

• Get a feel for the industry atmosphere on LinkedIn and how you might fit in• Also use it to gain insight for marketing efforts

• Share useful articles, published by you or a partner company• A great way to network with other vendors in the industry• Show others that you have an edge over the competition

Growing Your Network

Asking to connect is like sharing a business card.

Growing Your Network

Building your network from the beginning: 1. Start out by connecting with people you know

2. Search feature

3. Let LinkedIn scan your email address book and select who you want to connect with

Growing Your Network: Best Practices

• Seek out current employees, clients, friends, and professional connections

• Introduce contacts to one another

• Suggest an expert in the industry

• Answer questions in relevant groups or forums or in the answer feature

• Notify your contacts on interesting events happening in your company

• Recommend employees, partners, or vendors

• React on the successes of your contacts

• Start and have conversations with those in your industry, including prospects and leads!

Other Ways of Growing Your Network

• Develop your network by asking for introductions• Join groups and communities• Use LinkedIn's Questions & Answers feature • Use your LinkedIn URL in your signature• Link to your LinkedIn profile on your site• Link to your LinkedIn profile on your Facebook or Twitter

LinkedIn For…

1. Lead Generation• Used LinkedIn Questions & Answers to find and respond to targets• Participate in industry-related groups where your leads may be• Reach out to leads by providing assistance• Include appropriate contact information in your profile

2. Thought Leadership• LinkedIn Questions & Answers• Industry Groups• Using apps to showcase successes

3. Showcasing Expertise• Embed whitepapers, blog posts, and presentations• LinkedIn Questions & Answers• Recommendations

4. Gaining Testimonials• Ask for recommendations from your existing network• Respond in kind

LinkedIn For Online Reputation Management

• Your LinkedIn profile(s) can be made SEO-friendly• Testimonials help to reinforce a good reputation, even during crisis• Start an industry or interest related group to enhance reputation and demonstrate that you’re a leader in your industry• Be responsive to questions about your brand or services• Mobilize your employees and connections to spread the word

LinkedIn for Online Reputation Management

• Update often

• Use LinkedIn as an informal “media center” for your business

• A more social, but professional, look at your company

• Celebrate your employees and successes Many people use LinkedIn to gauge the health of a company and what it’s like to work there

LinkedIn is Good for SEO• LinkedIn profiles and pages can use search-engine friendly text.

• Lots of opportunity for gaining social exposure.

• Links back to your site are good, even if they are nofollow.

• LinkedIn can be used in link building efforts – try reaching out to experts in your field for guest posting opportunities.

• Do market research and gain knowledge with LinkedIn Polls. Share results through a blog post, case study, infographic, or other form of marketing material that has viral potential.

The secret of LinkedIn….

…the more you give, the more you get!

Thank you!

Any Questions?