Building Your Business through

LinkedIn

Carol O’Kelly

• Launched Esat Telecom

• Launched Baltimore Technologies

• Moved to DotCom-Land in US

• Strategy Director for Intel

• Launched Redstorm

• Launched LinkedIn Maximiser

• Ex Pro Sailor, Swimmer, Triathlete

What Do We Do?

Build and Develop SMEs Through:

• Marketing Strategy

• Results Driven Social Media

• LinkedIn Development & Training

• Web Development

• Business Development Coaching

Core Concepts for LinkedIn

• Who am I?

• What Business am I in?

• Who are my target customers?

• What do I offer each group?

• How am I different?

3 Step SM Marketing Program

• Create SMM strategy that defines your audience and marketing goals

• Implement tactics on multiple social media channels that set out to deliver on achieving results aimed at the above strategy

• Measure your efforts

LinkedIn Marketing Principles

• Not a One Way Conversation

• Create Content - Engage & Build Tribes

• Build Long Lasting Marketing Foundations

• Publish to multiple platforms - core content residing on your web/blog

• Create compelling “Multi-Media” Content -Youtube, Slideshare, Podcasts, Facebook, Google+, Pinterest, Instagram

• Sharing Buttons

LinkedIn Goals

• Umbrella Goals

• Campaign Goals

• Personal Goals

Always SMART Goals!

LinkedIn Goals

• Attract New Customers

• Create Referral Partnerships

• Attract Affiliates

• Position as a Thought Leader

• Become the Go-To Person

• Share Information on Products/Services

• Publicise an Event

Measure, Measure, Measure!

Quantitative:

• Total Connections

• New Invitations

• Personal Profile/Company Page Views

• Search Results

• Company Followers

• Update Click-throughs (Bitly)

Measure, Measure, Measure!

Qualitative:

• Inbox Activity

• Requests for Business

• Signal Keyword Mentions

• Likes & Comments on Updates

• Recommendations

LinkedIn Tour

Companies Don’t Give You Business

People Do!

Personal Profile

• Photo

• Headline

• Position – now + 2 past

• Education

• Customised Websites

• Twitter Profile

• Vanity URL

• Make it Public

Key Words

What are people actually

searching for when you want

them to find you?

www.LinkedIn.com/Skills

Headlines

Personal Summary Section

• Differentiating Factors – Why You?

• Who You Serve – What Problem you solve

• How You Help Your Clients – WIIFM?

• Lots of Key Words + Calls to Action

• Stay Away from Industry Jargon

• Add Sections

• Make it Public

• Specialities Section – USE IT!

Adding Positions

• Title Field – 100 Characters

Most Heavily Weighted Search Field

i.e. CEO Redstorm

Vs

CEO / Marketing Strategy / Social Media Marketing / Branding / Digital Strategy

• Description

Why Hire Us? What Problem do we solve?

Strong Call to Action

Specialities/Interests

1000 characters of Key Word Heaven!

Personalise It

Brand Yourself

• Advertise your Profile on Your Email Signature

• Use LinkedIn Plug-ins on Your Website

• Utilise Network Updates 

• Share Your Twitter Feed

• Create or Join a LinkedIn Group

• Work Your (Targeted) Company Page

Company Pages

• Companies Page - Add a Company

• Welcome Message & Description, Industry, Location

• Post Company Status Updates – Target

• Products/Services – Keyword/Value Rich - Target

• Liquid Content – Video, Podcasts, Slideshare

• Delete a Page/ Change the Name – LinkedIn Internal

Build Your Network

• Search Your Email, Colleagues, Classmates

• Browse Networks of Your 1st Degree Network – Connect with Personalised Message

• Use “Advanced Search”

• Join Groups That Your Target Market Joins

• Save Your People Searches & Create “An Alert”

• Follow Your Network’s Updates & Contacts’ Interactions

Groups

LinkedIn Signal

• News – Signal

• Works Like Twitter #

• Search Engine on Connections’ Updates

• Keep in Mind – Update Keywords

LinkedIn Tools

• Blog Link

• Summary File/http uploads

• SlideShare

• LinkedIn Groups & Discussions

• LinkedIn Advanced Searches 

• Network Updates

• Send Mass Emails

Lead Generation on LinkedIn

• Get Active in Groups

• Use Landing Pages in Updates – Bring them home, CTA

• Promote Company Status Updates

• Promote Product/Service Updates

• Think of Offers as Products

• Targeted Company Pages/Products/Services

• Engage

Tune Up in 6 Simple Steps:

• Revisit Your Goals

• Layer in Your Keywords 

• Strip Out the Clutter

• Reintroduce Your Personality

• Take a Hard Look at Your Profile Photo

• Get Recommendations

• Get Involved!

Craft Your LinkedIn Strategy• Touch up your profile at least x2/mth

• Join 25 Groups

• Get weekly digests for 5-10 Groups

• Spend 1 hr/wk involved in discussions of interest• Send personalised connection invitations to people you meet

in discussions

• Ask connections if they would like to connect by phone or Skype or for a coffee

• Every 3 months re-evaluate groups and digests

Finally

Thank You!Carol O’Kelly

Redstorm Marketing

m: 087 2476600e: carol@redstorm.ie

Twitter.com/CarolOKellyLinkedIn.com/in/CarolOKelly

Facebook.com/RedstormMarketing

www.redstorm.ie