Linked In for Small Business

How to make the most of Linked In

Goals for this session

Introduction to Linked In

How to develop your own profile

How to make the right connections and manage your network

How to develop a page for your business

How to grow your page’s following

What is Linked In?

Professional online ‘social’ network

Approximately 4 million users in Australia

Approximately 250 million users worldwide

Global network

Some consider it ‘Facebook for business’

Why Linked In?

Online rolodex

Networking every day, 24/7

Nurture relationships

Stay top of mind

Establish expertise

Optimise recruitment

Showcase products and services

Learning and sharing

But it’s not perfect!

Linked In Liars and Half Truth Harries

Self promotion meets content sharing – the fine line

False endorsements

Non-legit recommendations

Connection junkies

Getting started: your profile

The sign up process is simple (there are video tutorials available)

PLEASE spell your name right and use correct case!

Build your profile

Dust off your resume

Be thorough – it will take a couple of hours

Choose whether you wish to use first or third person – and stick to it

Create a strong cover statement / headline

Add video, presentations, website, your blog and other media

Linked In picks up your details to create a kind of snapshot ‘business card’

Choose a professional photo

Bad Photos

• Blurry• Cropped• Distorted• Logo not

photo• Too small• Too far away• Unprofession

al

Making connections

Use your business card collection Do a search for:

Colleagues Clients Peers Friends and family

Look at your connections’ connections Use Linked In’s suggested connections feature Use a personalised invitation

Making connections well

The personalised invitation

Better response rate – jogs person’s memory – makes you look good

Making Connections (continued)• Use the social connectors (under ‘Tools’ at bottom of page)• Or just go to ‘Connections’ – ‘add connections’

Making connections (continued)

Request an introduction from their profile page

Fielding connections

This isn’t Facebook – business, not personal! So don’t be afraid of connections

You may be a target if you are in a desirable industry or have powerful connections

Two options: confirm or ignore

If no personal request, don’t ignore; view the profile.

Any valuable mutual connections?

In a related industry?

Posting interesting or relevant updates?

How many connections?

Are they in your target market?

You can ask questions (premium members!)

If it’s an introduction request, you can ask your mutual connection questions

You can think about it

Your personal brand

Your profile Your connections Your business page What Linked In shares about you What you share Your photo Your interactions Your personal brand

Your business on Linked In

Why put your business on Linked In?

Ownership of the brand, control of messages Staff can list your business as their employer People can follow your company Allows you to showcase products and services Some SEO value Recruitment

Why not? If you ARE your business and brand

Company Profile When adding info about your business:

There are word limits

The appearance is standardised as shown here

Products and Services

• Upload media – images, videos, presentations

• Add a product banner (calls to action, linkable)

• Link to specific people within your company as contact people

• Request recommendations• Add link to product page on

your website• Add promotions and special

deals

Recruitment

Add jobs and manage applicants

Showcase company culture

Linked In talent solutions

Content and Updates

ADD VALUE!! Relevant and appropriate (no cat videos!)

Company news Industry news Product news Website and blog updates Partner and client news, if appropriate Staff achievements

Mix it up: links, multimedia and images add interest for users Linked In’s Share Bookmarklet (under tools) to help you share content Other apps like Buffer and Hootsuite allow you to schedule your posts

Review your progress using analytics

Look at impressions (numbers of people who have seen your post)

Look at interactions on posts (clicks, etc)

Compare post stats to see what type of posts work better than others

Learn and adapt from the information in Analytics

Google Analytics

Shows network referrals to your website

Also shows referrals to your blog and other social media

Alows you to develop goals

Optimising your Page’s Performance

Add your social connectors to your email signature Get your staff on board, listing your business as an employer Send In-mail to your (close) connections to let them know you

have a company page and invite them to follow Share and comment on your page updates using your personal

profile Respond to anyone who engages Encourage staff to share/engage with your page updates Join industry groups and contribute to relevant conversations Learn to use the more advanced features – banners, media

sharing, audience targeting, recommendations, etc. Considered shared administration Post at strategic times

Linked In Best Practices

Try to visit daily and spend a little time Get mobile Connect respectfully – quality not quantity Stay professional and be considerate Don’t spam or self-promote Thank people for endorsements and recommendations Engage – congratulate, share, respond Be useful and provide insights that will help others Join groups and leave those that don’t work for you

Thanks for your attention!

I’d love to connect:I’d love to connect:

ozcopywriter.blogspot.com.au/www.razzed.com.au

sasha@razzedcommunications.com.au

Linked In: Sasha Wasley / Razzed Communications

Facebook: Razzed CommunicationsTwitter: @RazzedComms