linkedin training - business development and sales
TRANSCRIPT
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LINKEDIN TRAINING28/01/16
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Hello!I’m Kate TolleyI’m here to talk to you about LinkedIn.
You can find me at:linkedin.com/in/katetolley
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1.WHY LINKEDIN?How do you use LinkedIn?Why do you use LinkedIn?
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Why use LinkedIn?
▷Professional network▷Users drive website traffic and conversions
▷Highly trusted by Google▷SEO friendly▷Your competitors are using it!
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17 millionLinkedIn users in the UK (source: LinkedIn)
59%of LinkedIn users don’t use Twitter (source: Marketing Pilgrim)
40%of users check LinkedIn daily (source: LinkedIn)
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80%of all social media business leads are driven by LinkedIn (source: Kissmetrics)
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“LinkedIn is not just a place
to find your dream job, but a way to be better at the job
you already have.
▷Jeff Weiner, CEO of LinkedIn
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Opportunities for your business
▷Lead generation▷Recruitment
Both use the same toolset:▷Your profile▷Your network▷Groups▷Search
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Lead generation
▷Advanced search▷Saved search alerts▷Ask for introductions▷Take part in groups▷Export and analyse contact data
▷Use tagging to categorise contacts
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Benefits of a paid account
▷InMail▷More Saved Searches▷Who’s Viewed Your Profile▷Open Profile▷Unlimited people searches
The cheapest premium option is £19.99 + VAT per month.
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Your profileis the key to your success on LinkedIn because it is central to all of your activity on the platform.
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Key parts of your profile show up wherever you go:
▷Search results▷Posts in groups▷Comments on status updates▷“Who’s Viewed Your Profile”▷Connection suggestions
The three most important components are your name, photo and professional headline.
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How you appear in search results
The most important parts of your profile are the parts that show in search results:▷ Name▷ Photo▷ Professional
Headline▷ Current Position
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Benefits of improving your profile
▷Better visibility in search results
▷Higher position in search results
▷Indexed on Google too!▷Establish credibility
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14x more likelyto be found if you have a profile photo (source: LinkedIn)
13x increasein profile views when you list skills (source: LinkedIn)
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Professional Headline▷The single most important part of your profile
▷This is NOT your job title!▷Include keywords▷Describe what you do▷Up to 120 characters
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Summary
▷Probably the second most important part of your profile
▷Use it to introduce yourself and explain what you can do for the reader
About MeAbout YouCall to action
▷Up to 2000 characters
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Other important sections
▷Contact details▷Vanity URL▷Experience▷Projects▷Skills▷Recommendations▷Cover photo
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Other important sectionsContact Details
▷ Fill in as much as possible
▷ Use descriptive titles for website links
Vanity URL▷ Choose your name
if it’s available▷ Avoid using a
company name
Experience▷ Your current
position should be the focal point
▷ Include a summary of what the company does where relevant
Projects▷ Add media▷ Tag people who
worked with you on the project
Skills▷ Don’t list
duplicates (e.g. Audio Visual and AV)
▷ Keep your list relevant and specific
Recommendations▷ Ask contacts for
recommendations▷ Leave
recommendations for others
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Best practice tips
▷Use the language your clients would use rather than overly technical jargon
▷Don’t just set and forget!▷Focus on your prospects - it’s about them as much as it is about you.
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To share or not to share
Just because you can share everything on your profile doesn’t mean you should…
▷Groups▷Contacts▷Profile updates▷“Viewers of this profile also viewed”
▷Too much personal information!
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Test it on mobileCheck your profile on amobile device to see how it looks.
Place your screenshot here
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Your networkGrow your network and stay front of mind with your contacts.
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It’s not what you know,it’s who you know.
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Why grow your network?
▷Improved performance in search results
▷Improved visibility beyond your immediate contacts
▷When a contact ‘likes’ or comments on your update, their network will see it
▷Your network’s network (2nd tier connections) are extremely valuable
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Grow your network!
▷Upload email contacts▷Connect with Gmail▷Go through business cards and contacts
▷Use Alumni search and look for former colleagues
▷Take part in groups and connect to other group members
▷Use “People You May Know”
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Making a connection
▷Personalise your connection requests
▷Remind them how you know them
▷Find common ground▷If you don’t know them or haven’t got common ground, create it
▷If you are in the same group as your prospect, you can view their full profile and message them even if not connected to them
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Groups
▷Join up to 50▷Choose which to display on your profile
▷Connect with fellow group members
▷Show up in email alerts when you post or comment
▷Share knowledge - establish credibility
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Forget the search limitsGet around LinkedIn’s search limits
Get around the search limitationIf you find a great profile but it’s too far outside your network to view the full name or other details, copy and paste the professional headline, first name (and if necessary, location or other info) into Google. LinkedIn pages are well indexed in Google, and you should be able to find what you’re looking for.
Help your visitors get around the search limitation (premium accounts only)Premium accounts can set their profiles as “Open Profile”. This means that anyone, even free members, can view your profile and send a free message to you without an introduction or paying for an InMail.
Join GroupsYou’ll be able to see full profiles of other group members and send them messages even if they haven’t got an Open Profile.
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Stay visible to your contacts
▷Give recommendations▷Endorse your connections▷Update your profile▷Post and comment in groups▷Post status updates▷Comment on others’ status updates
▷Send personalised messages to your contacts to stay in touch
▷Use “Ways to keep in touch”
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Other LinkedIn Services
▷Connect with Newsle▷Publish on SlideShare and use it for lead generation
▷Publish on Pulse to increase credibility and visibility
▷Create a group (but only if you can keep it up) to grow your network
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Thanks!Any questions?You can find me at:linkedin.com/in/[email protected]
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Credits
Special thanks to all the people who made and released these awesome resources for free:▷ Presentation template by
SlidesCarnival▷ Photographs by Unsplash