Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Using LinkedIn ImpactOnlineMarketing.com

LinkedIn: Smart Tool for Leads Hubspot study LinkedIn vs. Facebook and Twitter. LinkedIn proved to be the most effective social media channel for lead generation - 277% more effective Tips and techniques to get the most out of LinkedIn’s networking capabilities We’ll cover: Goals, Profiles, Connections, Groups, Updates, Endorsements and Recommendations, and more… ImpactOnlineMarketing.com

Setting Your LinkedIn Goals Determine what it is you want to accomplish Develop (or modify) your profile to reinforce goals If you’ve changed careers, focus more on the current one Align time spent on LinkedIn to activities that achieve your goals Don’t let distractions eat up your time ImpactOnlineMarketing.com

Manage Your Profiles Manage your Profile vs. your Public Profile (did you know you have 2?) LinkedIn.com/settings (you must be logged in) Edit Your Profile>> where you complete and edit your profile Edit Your Public Profile>> where you determine what the public sees (i.e. those you are not already connected to) Be transparent (to the extent appropriate for your industry) ImpactOnlineMarketing.com

Create a Stellar Profile Develop a stand-out Profile (public and not) Headshot Keyword rich Description (line right under name) – VERY important Summary – also very important Rest of profile – still important so be very thoughtful  Words in profile drive your “Skills” that will presented to others to endorse (those that automatically appear)  Ex: MIS graduate has a skill listed as dog grooming Specific accomplishments vs. ‘hollow’ wording ImpactOnlineMarketing.com

Make Profile “Complete” A strong profile is one that is complete LinkedIn will walk you through and let you know where you stand Profile “Strength” level appears on Profile page in right sidebar Leveraging ‘extras’: example is rich media content Go to Profile > Edit > Summary section Add key elements: whitepapers, videos, podcasts, etc. ImpactOnlineMarketing.com

Connections and Updates Grow your connections list – Like 7 Degrees of Kevin Bacon The more people you personally connect to, the more connections you have to leverage through your network First 3 levels are most important Make use of Updates (just like posting on Twitter and Facebook) Use time saving techniques… Can directly link Twitter and LinkedIn (do in Settings) Use a posting tool like Hootsuite to pre-populate updates ImpactOnlineMarketing.com

Join Relevant Groups Go to Interests > Groups > use Search function Note size and activity level of groups Join active groups where there is lots of discussion Great way to be proactive in targeting your market Participate regularly Be helpful and discreet Huge benefit: Direct access to anyone in Group No 1 st level connection? No problem! Join Groups relevant to your goals and participate Be helpful and discreet, never overtly “sell” or “spam” Participate regularly Be helpful and discreet Do not be pushy or “salesy” in your messages Huge benefit: You have direct access to anyone in same group Not a 1 st level connection? No problem! Join groups relevant to your goals and participate in those groups Be helpful and discreet, never overtly “salesy” ImpactOnlineMarketing.com

LinkedIn Advertising Not necessarily the best way to go - expensive An alternative for those wanting to get in front of a particular audience Can directly reach that group without having to “work at it” more indirectly Con: never has the same level of credibility as direct interaction and personal interface Facebook advertising generally delivers better ROI ImpactOnlineMarketing.com

LinkedIn Best Practices Endorse others and request they endorse you Recommend others/request they recommend you Be selective with recommendations (want well- conceived and well-written recommendations) Always be discreet and helpful – selling directly is never the goal (frowned upon and leads to a reputation as a LinkedIn spammer) Have fun with it - don’t let it bog you down ImpactOnlineMarketing.com

LinkedIn Assignment Find assignment at Download LinkedIn Guide Develop a profile Relevant and thorough Spelling and grammar is vital! Note number of current connections – add 25+ more Relevant to your field of choice, work experience NOT just classmates and personal friends Join 2+ groups relevant to your intended field Ask question or otherwise “participate” in each group ImpactOnlineMarketing.com