HOW TO LEVERAGE LINKEDIN

STORY OF LINKEDIN

LinkedIn’s early revenue streams were founded by launching job listings and subscriptions, which was enhanced communications and search capability. People need to talk to people they don’t already know in order to get the job done.  Advertising has been successful with them because they have the ability to have a good professional demographic and their ability to build unique business products.  Hoffman transformed the way people could take control of their professional lives and easily work together to find the right people and right information. “Linkedin” wildapricot.  Share answers to Faxs.  Use top 10 lists.  Ask “Let me know what you think?”  Your employees can help you build out your content. Check out Keith Ferrazzi and Barbara Giamanco.

LinkedIn = Human Resources Database of the 21st Century.

LINKEDIN STATISTICS

  • More than 80% of members are decision makers
  • The standard user is a male 25-45 years old, average user is aged 35 or over
  • 50% of Fortune 100 companies hire through LinkedIn
  • 200,000 Industry Groups
  • 70% of Jobs are found through networking
  • highly educated: 75% hold college or post-secondary degrees
  • affluent: 39% of users earn over $100,000
  • LinkedIn: 300 million active users

LINKEDIN BASICS

Your employees are updating their personal profiles to show where they work.  LinkedIn is the world’s largest professional network with 161 million registered users in 200 countries and territories, more than two million LinkedIn Company pages, and professionals signing up at a rate of approximately two members per second.

“People go on linkedin to make themselves better and organization better.”

B2b Marketing Nirvana, Click Intelligence to know who you want to talk with. Advertising in Linkedin groups, look at Salesforce and HP for brands that have been successful.  Target your status updates, but you need a certain number of followers  Currently there isn’t anything for spammers or how to post on other company pages.  Some clicks are coming from Bots.  Look into your Data Science Team.  Products coming soon from LinkedIn include things for colleges.

PROFILE

Create a personal profile that details your current position, past business experience, publications, awards, and skills. Make a list of available multimedia items to use in your LinkedIn gallery including videos, PowerPoint, Keynote, or Google presentations, Infographics, White papers, reports, or other helpful documents in .PDF form.

CONNECTIONS

Add college alumni, former co-workers, colleagues, clients, vendors, local businesses, and super connectors in politics and law, head of your local Chamber of Commerce or Rotary. You can add contacts to your connections by going and adding the people you communicate with through email.  Every person that connects with one of your employees may potentially click on your company name and be navigated to your company page.  There are several groups, professional and alumni based, that you could join and post discussion topics.  These serve as forums to pose questions on best practices in your field, ask for job search tips, and to stay up to date on current industry news to further seek advice for your career.  You can identify networking paths by using the unique feature of identifying how you are connected to various professionals.  Those that you are directly connected with are 1st contacts.  A 2nd contact icon will show when you have a 1st contact that knows the 2nd contact personally.  These icons show when you look at group members, company profiles, and so on.  Here’s a MAJOR tip for success when building your LinkedIn network:  change the standard “I’d like to invite you to join my personal network” message to something personal. Follow-up after a networking event or conference, to make permanent connections with those people you met at the event.

POSTING

Post text-only status updates (no photos) and post links to interesting articles and videos.  The new posting blog feature on LinkedIn is also another way to stay top of mind with your network and establish thought leadership in your industry.

LINKEDIN SEARCH

Find College alumni, people, companies, status updates, jobs, inbox, groups, past colleagues, or previous bosses you’d like to connect with using  People search . While they may not be a direct source of leads, you never know who they’re in touch with. Growing your network strategically is one of the best ways to generate new business. Do an advanced search for people with job titles, experience, and keywords in their profile that would be a potential sales lead for you. For example, a small business consultant would search for keywords like “entrepreneur” or “startup” in keywords. Note:  You’ll learn how to save this search and have it emailed. Search for keywords relevant to your business and review the results. Are any of these potential leads for you?

You can generate leads with search by saving more than three searches, you need a LinkedIn paid account. You can however, edit existing searches and change their criteria to adapt to changing business needs. Perform a basic or advanced search for the criteria that will generate the best targeted leads for your business. When LinkedIn displays the search results, you’ll see Save Search with a green plus icon on the right part of the screen:

saved searches_new1Click on Save Search and LinkedIn will allow you to name the search and identify how often you’d like leads emailed to you. To change an existing search, select Saved Searches, which appears under the Save Search plus icon. Identify the people on LinkedIn who would make the best leads for your business.  What do they have in common on their profiles?  Those commonalities will be the search criteria you use for your Saved Searches. Save each search and review them when LinkedIn delivers the results to your Inbox next week.  Were these the types of leads you were looking for?  If so, great!  Reach out to them, invite them to connect, and begin building a relationship.  If not, then return to the Saved Search section and edit those searches to more narrowly focus on better leads.

WHO’S VIEWED MY PROFILE

Tells you how many times your profile has appeared in search results.  What it doesn’t tell you is why or what LinkedIn users were searching for.  You need a LinkedIn Premium account to see that.  This is a “tease” to get you to upgrade to their Premium membership, but I have found: 1)the keywords you use in your profile; and 2) the group discussions you participate in affect this the most. LinkedIn is not officially saying anything about your post’s reach, but in making your “Views” public, it’s easy to calculate.  Your post reach=views/network connections

LINKEDIN COMPANY PAGES

For marketers, LinkedIn company pages provide excellent opportunities to highlight products and services, link to marketing offers, drawing in leads that are in need of your content or deals, tell your company’s story, engage with your audience, share career opportunities within your company, and drive word of mouth at scale. Create a company profile outlining your business, products, and employees. For your audience, LinkedIn company pages are a place to conduct product and service research and learn about company updates, industry, news, job opportunities, and companies of interest.  By having a LinkedIn company page, you will greatly increase your visibility across the web, provide company updates, and drive lead generation with call-to-action capabilities in the products page.

You can market to specific people on LinkedIn by using the “targeted audience” option; a box will pop up and go into detail based on company size, industry, function, seniority, or geography. These options are available for employees or non-employees, depending on whom you’re trying to reach.  24 hours after you’ve posted your company update, you will see a few different metrics in grey font. These show the number of impressions, clicks, and percent of engagement with your post and are located on the bottom left side under the preview photo.  You can also use an image that represents your company/brand at the top of your Overview page

COMPANY OVERVIEW

Include why someone should become interested in your company? When was the company founded? By whom? Has your company accomplished anything noteworthy since its first days? In the summary section, the Overview tab includes company updates, job postings, and new hires. This feed is your company’s way of communicating important messages to your audience.

To add a company profile, select Interests, then Companies from the LinkedIn main menu. Then select Add Company from the top right area of the screen.  LinkedIn will ask for your company name and email address, and send you a confirmation email. Once you click on the link in the email, you can begin filling out the profile (the process is much the same as creating your professional profile).

  • Upload images for the Banner and Logo by clicking on Add Image & Add Logo.  Here are the sizes for each, in pixels:
  • Banner Image = 646 x 220
  • Standard Logo = 100 x 60
  • Square Logo = 50 x 50

CAREERS

Did you know that LinkedIn Jobs appear in search results and on twitter?  Additionally, LinkedIn is its own search engine for finding jobs and companies.  Post jobs, showcase awards, map out career paths within your company, highlight your best employees, and post jobs that target the right candidates using automated job matching.  Not only can you reach over 175 million professionals worldwide, but you also have the ability to see exactly who has viewed your job, how closely they match your posting, and then dig even further by seeing who the applicant is connected to.

PRODUCTS

Your Products (or Services) tab is a great place to collect recommendations and showcase what you sell.  70% of people follow links posted by friends and family, which is exactly why LinkedIn is so important.

FOLLOWER INSIGHTS

This section shows company update engagement, follower demographics, company update impressions, and your follower progress including recent users, new followers, and member growth.  Through these statistics, you are able to take an even deeper dive into your page analytics by viewing engagement by clicks, likes, comments, shares, and percentage.  You can also narrow down your follower demographics by seniority, industry, function, region, company size, or employee/non-employee.

PAGE INSIGHTS

Provides information regarding page visitor demographics including analytics based on Seniority, Industry, Function, Region, Company Size, and Employee/Non-employee. The great thing about Page Insights is that it shows page views and unique visitors by tab and how many clicks you’ve received on your Products page.

EMPLOYEE INSIGHTS

With Employee Insights, you can learn exactly which employees have new titles, which have departed recently, which previous companies the employees came from, top skills and expertise these employees have, and which employees have received the most recommendations.

GROUPS

Local businesses can join their local Chamber of Commerce group to network and ask questions of members. Join your alumni group to stay in touch and offer internships to current students. LinkedIn is all about connections, so if someone in a group you’re in is searching for something, you are far more likely to show up in their search results. How do you use Linkedin for making sales?  Get people into groups to ask questions and answer them. Join groups of like-minded professionals in your industry.

FINDING JOBS ON LINKEDIN

Click on the “Jobs” tab on the homepage when you log in. Click on the “Jobs” tab located in-group pages.  Be sure to click on “Career Discussions” to see job postings from group members. Did you know you could see what companies have been recently hired in various positions?  Search for your company of interest, look for the “new hires” section and benchmark yourself against your competition.

ENDORSEMENTS

LinkedIn added the endorsements feature as a way to boost their revenue from employers looking to hire:  they’re hoping an impressive collection of endorsements will encourage employers to consider candidates for hire and get them using LinkedIn more for job candidates.  Display recommendations & endorsements from colleagues who are also LinkedIn users. LinkedIn’s most popular new feature is the Endorsement:  a one-click recommendation of a connection for a specific skill.  LinkedIn emails you when you receive a new endorsement on your profile.  Use this as a reminder to send that person a gracious “Thank You” in a LinkedIn message.  Most people don’t thank their endorsers, and you’ll stand out from the rest as someone who went the extra mile.

RECOMMENDATIONS

Name & title of person offering recommendation with the nature of professional relationship (colleague, client, employer, etc).  You can add Recommendation content that will really speak dividends of your experience.

ADVERTISING

LinkedIn Ads allow you to promote your company page through an ad campaign. There’s not a ton of room to work with due to these ad limits, but you can still craft effective calls to action, branding, and visual impact. Remember to test your Ads! Try different pictures, headlines, and offers depending on your goals.

  1. Ad Campaign Name: Your ads in LinkedIn are grouped by Campaign so if you’ll be testing multiple targets and goals, you should name your campaign something relevant. There can be up to 15 ads in each Campaign.
  2. Ad Destination: Are you going to send them to a page on your website or one of your company pages on the social media network? This all comes down to what your goal is for advertising in the first place.
  3. Ad Copy & Image: LinkedIn Ads allow you to have an Image of 50×50 icon, at LinkedIn Ad Title Headline Length of 25 characters, and a LinkedIn Ad Body Description Length of 75 characters across two lines.

TARGETING YOUR LINKEDIN ADVERTISING

Narrow your target audience by filtering members by geography, company, title, group, gender, and age.  Now comes the fun part of social media advertising, figuring out whom to serve your ads to. Without delving into the specifics of the above displayed options here are some suggestions on best practices. Know who you’re looking to influence. Are you trying to reach people early in the buying cycle or later? Reaching the right people with the right message is what you are after here. So know who makes the decisions and how those are processed in your target customer. Job Titles – Ask! Every organization seems to have a different naming system for the same role so while you’re searching for various positions are open to trying similar roles. You might be trying to target a role but it’s not called what you thought it was. Targeting Groups with LinkedIn Direct Ads is another tricky one as groups can be named all sorts of different things. You might want to try searching for group names based around job positions crossed with your target industry or Professional or Trade Associations that your audience might be members of outside of LinkedIn might have a group here as well. LinkedIn Audience Network Advertising is your last option for targeting. It runs basically like any display/content network would and comes with the same pitfalls.

LINKEDIN ADVERTISING BUDGET AND BILLING

LinkedIn will set a Minimum CPC for each of your ads and the lowest is about $2.00. They also will give you a Suggested CPC Range that might be a good starting point for you. These vary wildly based on your targeting settings. There is a minimum daily budget requirement of $10 (~$300/month).

Millennials moving in – video / messaging friendly – millennials are in a rough spot with unemployment and underemployment and need to build up their personal brand.  LinkedIn is one of the best spots on the planet with this, boasting 500 million+ users and every company in the Fortune 500 represented.  Watch this space closely for movers and shakers such as Michaela Alexis Manu Goswami String Nguyen Justin Wu Thomas Ma, Brand Amplifier, Mehak Vohra @Ishan Goeland many more. 3 – Personal storytelling – text based posts are still king.  Watch great folks such as Oleg Vishnepolsky and Josh Fechter telling their stories – and tell yours!

LINKEDIN SALES

People started to get serious about getting sales on LinkedIn in 2013. People need to have a LinkedIn Sales Checklist: 5 Ways to Rock Your Profile to Generate Leads [INFOGRAPHIC].  Networking on LinkedIn creates lead.  Make sure to create a guide to Profitable LinkedIn Networking.

LINKEDIN PREMIUM

  • Inmail: Allows you to send a message to any LinkedIn member, without an introduction.
  • Expanded Search tool:  Allows you to view full profiles that you are not connected to.  Have alerts to saved searches.
  • Profile stats pro: See the expanded list of the titles, regions, and companies of people who have viewed your profile.
  • Premium Badge: The Premium badge is featured prominently on your profile and next to your name in search results.
  • Open Link: allows anyone on LinkedIn to send you a message for free, even if they are outside of your network.
  • *There are also upgrades such as a talent finder for recruiters and sales lead generator for sales teams

http://www.socialmediatoday.com/content/12-linkedin-secrets-you-need-start-using

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