maximizing linkedin

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Maximizing LinkedIn

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Learn how to go WAY beyond basics on LinkedIn!

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Page 1: Maximizing LinkedIn

Maximizing LinkedIn

Page 2: Maximizing LinkedIn

Agenda

Intro

Strategy

Profile Optimization

Recommendations & Endorsements

Connecting & Prospecting

Maximizing Group Membership

Ads

Measuring the ResultsDownload this slide deck at http://bit.ly/MAXLINK

Page 3: Maximizing LinkedIn

Q&A

We will have Q&A at the end of each section.

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Page 4: Maximizing LinkedIn

Download This!

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Page 5: Maximizing LinkedIn

What do you want?

What is your one main desired takeaway today?

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Page 6: Maximizing LinkedIn

Fun Facts

LinkedIn has over 200 million users (in total) and gains 2 new users every second.

45 million people visited LinkedIn in June 2013.

LinkedIn has an above-average number of users that are well-educated, male, aged 35 to 54, high-income Caucasians or Asians with no kids.

53% of business-to-business marketers have acquired a customer through LinkedIn, compared to 22% for business-to-consumer

43% of all marketers have found a customer via LinkedIn in 2013

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Page 7: Maximizing LinkedIn

Fun Facts

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LinkedIn Demographics

Page 8: Maximizing LinkedIn

A Story

I posted a downloadable piece of content on my blog (with registration form)

Shared that blog article: As a personal status update In 49 out of 50 LinkedIn groups

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One Recent Thursday…

Page 9: Maximizing LinkedIn

A Story

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One Week Later… I received the following from LinkedIn

4,755 pageviews on that article 1,634 website visits 1,083 downloads on new content 460 downloads on old content (linked to by

new) 851 new email subscribers 930 pageviews on an older article (linked to by

new) 51 group post “likes” 36 new connection requests 27 group post comments

Page 10: Maximizing LinkedIn

A Story

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My Online Sales FunnelSEO & Social

Media

Blog Articles

Downloads

Email Mktg

Webinars

LEADS

Page 11: Maximizing LinkedIn

STRATEGY

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Page 12: Maximizing LinkedIn

Strategy

Who EXACTLY are you going after? What EXACTLY makes you different? What EXACTLY do you want to get from

this?

BE SPECIFIC.

Strategy

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Page 13: Maximizing LinkedIn

Strategy

Define demographics Age Gender Occupation/position Family situation (marriage, number of children, caring

for an elder adult, etc.) Income/revenue level Geographical region Education level or number of years in business

Target Market

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Page 14: Maximizing LinkedIn

Strategy

Define psychographics What are their needs? What are their buying habits? What are their lifestyle patterns (hobbies/interests,

beliefs, values, behavior patterns/habits)? What publications do they read (online & offline)? Where do they go for their education/research? What do they love to do (hobbies/activities)? What do your clients care about when it comes to your

services?

Target Market

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Page 15: Maximizing LinkedIn

Strategy

Define situational characteristics What are the common situations that they are in?

Define pain points What are the most painful problems or issues that

your market is trying to deal with? Why? What keeps them up at night? What are they scared/afraid of? What negative things will happen if they DON’T use

your products/services?

Target Market

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Page 16: Maximizing LinkedIn

Strategy

Why are you better than your competition? Mission, Vision, Values Education? Experience? Customer Service?

Define benefits of them using your services What good things will happen for them or their business? What positive emotional or egotistical effects would they

experience?

Brand Differentiators

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Page 17: Maximizing LinkedIn

A Story

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Your Online Sales Funnel?

?

?

?

?

LEADS

Page 18: Maximizing LinkedIn

Strategy

Increase my total number of connections by a minimum of X per X (week, month, etc.)

Increase LinkedIn-driven website & blog traffic by a minimum of X% per X (week, month, etc.)

Post activity should be a minimum of X posts per (week, month, etc.)

Set Goals

v

Page 19: Maximizing LinkedIn

Questions

Questions on Strategy?

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Page 20: Maximizing LinkedIn

PROFILEOPTIMIZATION

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Page 21: Maximizing LinkedIn

Profile Optimization

PROFESSIONAL headshot

GREAT headline (TIP: For SEO purposes, put your name first, i.e. “Pam Aungst is a…”)

CUSTOM link (URL)

COMPLETELY filled out

SMART keywords

Multimedia

Profile Optimization

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Page 22: Maximizing LinkedIn

Profile Optimization

Profile Optimization

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Page 23: Maximizing LinkedIn

Profile Optimization

Contact Info

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Page 24: Maximizing LinkedIn

Profile Optimization

“Summary” is About YOU

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Page 25: Maximizing LinkedIn

Profile Optimization

Position DescriptionCan Have More Co. Info

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Page 26: Maximizing LinkedIn

Profile Optimization

Multimedia Looks GREAT

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Page 27: Maximizing LinkedIn

Profile Optimization

Projects

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Page 28: Maximizing LinkedIn

Profile Optimization

Skills: It’s a #s Game

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Page 29: Maximizing LinkedIn

Profile Optimization

Each Skill is Clickable: A Way to Get Discovered

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Page 30: Maximizing LinkedIn

Profile Optimization

Stuff & Things

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Page 31: Maximizing LinkedIn

Profile Optimization

Interests -> Companies -> Add a Company

Fill out 100%

Add Products/Services

Link to your profile as place of employment

Company Profile

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Page 32: Maximizing LinkedIn

Profile Optimization

The company logo (in square format) should be 100px x 60px.

A branded cover photo should be on the page. Cover photos are 646 pixels wide and 220 pixels tall

Company Profile Images

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Page 33: Maximizing LinkedIn

Profile Optimization

Products & Services

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Page 34: Maximizing LinkedIn

Profile Optimization

Quora Link Quora to LinkedIn to demonstrate

expertise

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Page 35: Maximizing LinkedIn

Questions

Questions on Profile

Optimization?Download this slide deck at http://bit.ly/MAXLINK

Page 36: Maximizing LinkedIn

RECOMMENDATIONS & ENDORSEMENTS

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Page 37: Maximizing LinkedIn

Recommend & Endorse

Endorsements

Quantity = Credibility

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Page 38: Maximizing LinkedIn

Recommend & Endorse

Recommendations

Quality AND Quantity

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Page 39: Maximizing LinkedIn

Recommend & Endorse

The Greedy Way

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Page 40: Maximizing LinkedIn

Recommend & Endorse

The Gracious Way: GIVE to GET

“Reciprocal gifting is a driving force in how people build relationships

with one another.”

–Ric Dragon, Social Marketology

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Page 41: Maximizing LinkedIn

Recommend & Endorse

Choose your words carefully

Be authentic

Recommendations you GIVE are shown on YOUR profile. If you wouldn’t recommend that person “IRL”, don’t do it online.

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Remember!

Page 42: Maximizing LinkedIn

“Keep it IRL”

If you wouldn’tdo it offline,

don’t do it online!

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Page 43: Maximizing LinkedIn

Recommend & Endorse

“I received your request for a LinkedIn recommendation. I’m happy to vouch for your expertise, but since we didn’t actually work together and I wouldn’t be able to answer any specific questions about my experience with you if they arise, I think it might be best if I contributed to your profile with an endorsement instead of a detailed recommendation.”

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Endorse Instead

Page 44: Maximizing LinkedIn

Recommend & Endorse

To ask for a clarification/correction on a recommendation you receive. It’s a reflection of you!

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Don’t Be Afraid…

Page 45: Maximizing LinkedIn

Questions

Questions on Recommend/

Endorse?Download this slide deck at http://bit.ly/MAXLINK

Page 46: Maximizing LinkedIn

CONNECTING& Prospecting

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Page 47: Maximizing LinkedIn

Connecting/Prospecting

v

Page 48: Maximizing LinkedIn

DON’T be too restrictive

Would you go to a networking event and REFUSE to speak to people that you haven’t already met?

Build Your Network

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Connecting/Prospecting

Page 49: Maximizing LinkedIn

“Keep it IRL”

If you wouldn’tdo it offline,

don’t do it online!

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Page 50: Maximizing LinkedIn

Connecting/Prospecting

1. Import your email contacts

2. Use the “People You May Know” feature

Import & Explore

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Page 51: Maximizing LinkedIn

Connecting/Prospecting

Search

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Basic (free) account search results include: Full profiles w/names for 1st &2nd degree connections

+ full profiles when searching by name Profile summaries for 3rd degree, out-of-network profiles, and fellow

group members Max 100 profiles Basic filters to refine results

Premium account search results include: Full profiles of 1st and 2nd degree connections Full names for members in your network, and those you share groups

with. Profile summaries for out-of-network profiles Extensive search results (varies between account types) Premium filters to refine your results

Page 52: Maximizing LinkedIn

Connecting/Prospecting

Advanced Search

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• Keywords• First Name• Last Name• Title• Company• School• Location• Country• Postal Code• Relationship

• Current Company• Industry• Past Company• School• Profile Language• Groups

• Years of Experience

• Function• Seniority Level• Interested In• Company Size• Fortune• When Joined

RED = Premium Only

Page 53: Maximizing LinkedIn

Connecting/Prospecting

Boolean Search

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Quoted searches - For an exact phrase, enclose the phrase in quotation marks (e.g. "product manager").

NOT searches - To exclude a particular term, type that term with an uppercase NOT immediately before it (e.g. programmer NOT manager).

OR searches - To see results that include 1 or more terms in a list, separate the terms with an uppercase OR (e.g. sales OR marketing).

AND searches - To get results that must include 2 or more terms in a list, you can use the upper-case word AND as a separator (e.g. manager AND director). 

Parenthetical searches - To do a complex search, you can combine terms using parentheses. For example, to find people who have "VP" in their profiles, or have both director AND division in their profiles, type: VP OR (director AND division)

Page 54: Maximizing LinkedIn

Connecting/Prospecting

Fellow Group Members

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People who comment on your posts

People who post interesting things

People who converse a lot People in the group directory

Page 55: Maximizing LinkedIn

Connecting/Prospecting

People Who Viewed You

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(Upgrade to see all)

Page 56: Maximizing LinkedIn

Connecting/Prospecting

Customizing Greeting…

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When clicking “Connect” from the following places, you CAN’T customize a connection request greeting.

Search results People You May Know

You CAN customize a connection request greeting when clicking “Connect” from:

The person’s profile Group membership list When “hovering” over a member’s picture in a group

Page 57: Maximizing LinkedIn

Connecting/Prospecting

Request Introduction

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Page 58: Maximizing LinkedIn

Connecting/Prospecting

Request Introduction

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Page 59: Maximizing LinkedIn

Connecting/Prospecting

Requesting Connection

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Customize Intro Mention:

Common ground Where/how you met Why you’d like to

connect

Page 60: Maximizing LinkedIn

Connecting/Prospecting

Send InMail

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Need to say more than you can fit in the connection request intro box?

Send an InMail (Premium feature) explaining why you want to connect.

InMails only get deducted from your balance if accepted.

Page 61: Maximizing LinkedIn

Connecting/Prospecting

Accepting Connections

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Be wary of profiles that: Are from *certain*

foreign countries Are named “Prince

So-And-So” Lack a profile

picture Have spammy

headlines

Anatomy of a Spammy Profile:

Page 62: Maximizing LinkedIn

Connecting/Prospecting

Accepting Connections

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Want to be a little more conservative? Try this:

Page 63: Maximizing LinkedIn

Connecting/Prospecting

Accepting Connections

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Consider replying to ALL connections with a message

Or be selective and reply to potential good offline connections

Good to reply to all customized connection requests

Page 64: Maximizing LinkedIn

Connecting/Prospecting

Accepting Connections

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Easier to reply before accepting than after

Just remember to go back and accept

Page 65: Maximizing LinkedIn

Connecting/Prospecting

Try to Take it Offline

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Page 66: Maximizing LinkedIn

Connecting/Prospecting

It’s Networking!

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If you WOULD do it offline, DO do it online!

Page 67: Maximizing LinkedIn

Connecting/Prospecting

CRM Tools for LinkedInCardMunch (iPhone) or CamCard

(Android)Scan business cards & connect instantly

Rapportive Plugin (Gmail) or Xobni (Outlook)Email plugin that displays social profiles of contacts

Nimble (Social CRM system)Customer Relationship Management software that integrates social communications

Zoho & Salesforce Add-ons (Traditional CRM Systems with LinkedIn “plugins”)

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Page 68: Maximizing LinkedIn

Connecting/Prospecting

Export Email Addresses

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OBEY CAN-SPAM LAWS – Send an opt-in campaign

Page 69: Maximizing LinkedIn

Connecting/Prospecting

Bulk Messaging

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Use sparingly Be as genuine as possible Up to 50 people at a time

Page 70: Maximizing LinkedIn

Connecting/Prospecting

Good Bulk Messaging

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Page 71: Maximizing LinkedIn

Connecting/Prospecting

Bad Bulk Messaging

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Page 72: Maximizing LinkedIn

“Keep it IRL”

If you wouldn’tdo it offline,

don’t do it online!

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Page 73: Maximizing LinkedIn

Connecting/Prospecting

Staying in Touch / Top of Mind

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Page 74: Maximizing LinkedIn

Connecting/Prospecting

Enhance Networking & Sales Meetings

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Research the people you’ll be meeting with

Find common ground for conversation(but don’t be creepy about it)

Page 75: Maximizing LinkedIn

Questions

Questions on Connecting & Prospecting?

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Page 76: Maximizing LinkedIn

MAXIMIZINGGROUP

MEMBERSHIPDownload this slide deck at http://bit.ly/MAXLINK

Page 77: Maximizing LinkedIn

Group Membership

Target MarketTarget MarketTarget Market

Do NOT join groups YOU are interested in

Join groups your TARGET PROSPECTS are in

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Page 78: Maximizing LinkedIn

Group Membership

Foster Discussion “Either/or” type questions

“Hot button” issues, i.e.:

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Page 79: Maximizing LinkedIn

Group Membership

Run a Poll

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Page 80: Maximizing LinkedIn

Group Membership

Post Articles Interesting articles, your own articles

Check the group rules first

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Page 81: Maximizing LinkedIn

Group Membership

Is it GENUINELY USEFUL? Do NOT post anything in a

group without asking yourself:

“Will they find this information GENUINELY USEFUL whether they do business with me or not?”

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Page 82: Maximizing LinkedIn

Group Membership

Become a Thought Leader

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Page 83: Maximizing LinkedIn

Group Membership

Strategy & Schedule

On Mondays, I post a question about X

On Wednesdays, I post an article about Y

On Fridays, I share one of my recent blogs

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Page 84: Maximizing LinkedIn

Group Membership

Group Posting Tools LinkedIn Bookmarklet

lets you post a link to several groups at once

http://www.linkedin.com/static?key=browser_bookmarkletDownload this slide deck at http://bit.ly/MAXLINK

Page 85: Maximizing LinkedIn

Group Membership

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Page 86: Maximizing LinkedIn

Group Membership

Group Posting Tools Hootsuite Pro

lets you post a link to several groups at once AND utilize scheduling

Watch that posts don’t get cut off (group max char is less than status update)

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Page 87: Maximizing LinkedIn

Group Membership

Always Reply to Comments

If someone came up to you “IRL” and said “Great job on that article!” – Would you just stare at them and not reply?

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Page 88: Maximizing LinkedIn

“Keep it IRL”

If you wouldn’tdo it offline,

don’t do it online!

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Page 89: Maximizing LinkedIn

Group Membership

Connect w/Group Members

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Page 90: Maximizing LinkedIn

Questions

Questions on Maximizing

Groups?Download this slide deck at http://bit.ly/MAXLINK

Page 91: Maximizing LinkedIn

ADVERTISINGON LINKEDIN

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Page 92: Maximizing LinkedIn

Ads

Types of Ads

Website (External) (min bid $2.00 per click or

$2.00 CPM)

Company Page (min bid $2.00 per click or

$2.00 CPM)

Individual Profile (min bid $2.00 per click or

$2.00 CPM)

Sponsored Update (min bid $2.50/click or $10.50

CPM)

Video Ad (min bid $4.00/view)

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Page 93: Maximizing LinkedIn

Ads

Uses for Ads

WEBSITE ADS: Drive website traffic from an

extremely targeted audience

VIDEO ADS: Brand awareness

PROFILE ADS: Best suited for job seekers, but

can have applications for business networking as well.

COMPANY PAGE

ADS: Company pages do not see a lot

of engagement on LinkedIn, so may have a limited return.

SPONSORED UPDATES: Promoting company page posts

in the newsfeeds of both followers and non-followers whose meet targeting. Use for specific events/promotions.

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Page 94: Maximizing LinkedIn

Ads

Example Sponsored Update

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Page 95: Maximizing LinkedIn

Ads

Experiment & Measure

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Will LinkedIn ads work for you?

Try it and find out.

Run small tests & measure results.

Page 96: Maximizing LinkedIn

Questions

Questions on Advertising?

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Page 97: Maximizing LinkedIn

MEASURING SUCCESS

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Page 98: Maximizing LinkedIn

Measurement

Track EVERYTHING Connections made

Connection requests sent

Introductions Requested

Recommendations Given

Messages Sent

Status Updates

Stream interactions

Group posts

Group comments

Company Page Posts

Ads

Website Traffic

Your Goals (KPIs)Download this slide deck at http://bit.ly/MAXLINK

Page 99: Maximizing LinkedIn

Measurement

Find Trends & Set Behavior Goals 2 out of every 10 messages sent results in a

meeting

1 out of every 5 meetings leads to a proposal

20% close ratio

Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops)

Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)

Behavior Goal = Send 150 messages per month

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Page 100: Maximizing LinkedIn

Questions

Questions on Measurement?

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Page 101: Maximizing LinkedIn

RECAP

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Page 102: Maximizing LinkedIn

Recap

Strategy Define Target Market Define Brand Differentiators Define Why Doing This - Set

Goals

Profile Optimization Professional photo Tagline – 3rd Party - Differentiate Multimedia, Keywords, Custom

link Fill out company profile Both ONE HUNDRED PERCENT

Recommend/Endorse GIVE TO GET!

Connect/Prospect Don’t be too restrictive Import, Explore, Search, Browse

Group Members Customize Connect Request,

Request Intro, or send InMail Use CRM Tools

Groups Ask questions Post GENUINELY USEFUL info Strategy, Routine & Tools

Ads Experiment/Measure

Measure Track EVERYTHING Find Trends & Set Behavior Goals

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Page 103: Maximizing LinkedIn

But what weREALLY learned

today is…Download this slide deck at http://bit.ly/MAXLINK

Page 104: Maximizing LinkedIn

“Keep it IRL”

If you wouldn’tdo it offline,

don’t do it online!

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Page 105: Maximizing LinkedIn

Questions???Maximizing LinkedIn

Download this slide deck at:

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Ask about my classes!