LinkedIn Small Business Playbook

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How can LinkedIn help your business? Whether you’re just starting out or have been around for many years, LinkedIn can help you access the right people on the world’s largest professional network to have the same hiring, marketing, and selling opportunities as if you were a Fortune 500 Company. Where do I start? This book will help you break down LinkedIn into foundational pieces focused on personal branding, marketing, selling, and hiring. Depending where you’re at in your business, jump right into the sections that best fit your needs. To learn more about how to make the most of LinkedIn for your small business, visit us at http://smallbusiness.linkedin.com, or follow us on Twitter at @LinkedInSMB.

Text of LinkedIn Small Business Playbook

  • Small Business Playbook

  • Createyourhiringgameplan

    Establishyourcompanypresence

    Buildyourpipeline

    Contactcandidates

    Screen,interview,hire

    Createawinningprofile

    Stayinformed

    Establishyournetwork

    Buildyourbrand

    PAG E 0 3

    Personal Branding

    Establishyourcompanypresence

    Attractfollowers

    Buildyourcontentstream

    Engagewithfollowers

    Extendyourreach

    Createaprofilethatsells

    Getinformed

    Findtherightcontacts

    Engageleads

    Prepareforyourmeeting

    PAG E 1 6

    MarketingPAG E 3 1

    SalesPAG E 4 3

    Hiring

    WhereprofessionalsgotodobusinessHow can LinkedIn help your business? Whetheryourejuststartingoutorhavebeenaroundformanyyears,LinkedIncanhelpyouaccesstherightpeopleontheworldslargestprofessionalnetworktohavethesamehiring,marketing,andsellingopportunitiesasifyouwereaFortune500Company.

    Where do I start? ThisbookwillhelpyoubreakdownLinkedInintofoundationalpiecesfocusedonpersonalbranding,marketing,selling,andhiring.Dependingwhereyoureatinyourbusiness,jumprightintothesectionsthatbestfityourneeds.

    Ready?Set.Go!

  • PERSonALBRAnDInGYourLinkedInidentitystartshere.

  • PERSonALBRAnDInGYourLinkedInidentitystartshere.

    PersonalProfile

    Products covered in this section:

    PremiumSubscriptions

    LinkedInGroups

  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    B EG I nn E R :

    Tell your full story.

    UsetheSummaryandExperiencesectionsofyourprofiletoshowcaseyourcareerandaccom-plishments.ThesesectionsarefoundationalandhelpestablishyourbrandonLinkedIn.

    B EG I nn E R :

    Put a face to your name.

    Professionalheadshotsgeneratemoreprofileviewsanddrivehigheroverallengagement.Includingaphotoinyourprofilebringsittolifeandletspeopleknowyoureforreal.

    B E G I nn E R :

    Create a punchy headline.

    Yourheadlineisthefirstthingpeoplelookatonyour

    LinkedInprofile.Trydescribingyourselfcreativelyinonelinetocapturepeoplesattention.

    h e l p . l i n k e d i n . c om 5

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    I n T E Rm ED I AT E : Let your network speak for you.

    Getendorsementsandrecommendationsfromcolleagues,employers,andcustomerswhocanspeakcrediblyaboutyourabilitiesandcontributions.Thiswillhelpcatchtheeyeofprospectivecustomersandclients.

    I n T E Rm ED I AT E :

    Showcase your work.

    nothingshowsyourqualityofworktopotentialbusiness

    contactsbetterthanrich,tangibleexamples.Upload

    orlinktopreviouswork,suchasblogposts,presentations,images,andwebsites,and

    givepeopleareasontoengagewithyou.

    h e l p . l i n k e d i n . c om 6

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    CREATEA WInnInGPRoFILE 1 o F 4

    ADvAnC ED :

    Optimize your profile for search.

    Getfound!AddwordsorphrasesthroughoutyourprofilethathighlightyourbestskillstoimproveyourvisibilityinLinkedInandGooglesearchresults.

    A DvAnC ED : Create a unique URL.

    ChooseapersonalizedURLtoimprovesearchengineoptimization(SEo)andmakeiteasyforpeopletofindyou.

    ADvAnC ED : Link to the rest of your web presence.

    maximizeopportunitiestoshowcaseyourworkexperiencebylinkingyourLinkedInProfiletoyourwebsites,blogs,andothersocialplatforms.

    h e l p . l i n k e d i n . c om 7

    To learn more about unique URLs, go to help.linkedin.com/app/answers/detail/a_id/87

    http://help.linkedin.comhttp://help.linkedin.com/app/answers/detail/a_id/87http://help.linkedin.com/app/answers/detail/a_id/87
  • P E R SonA L B R AnD I nG

    STAYInFoRmED 2 o F 4

    Stayinformedandchallengeyourcurrentthinkingby followingchannelsandthoughtleaders(Influencers)relevanttoyourindustryorspecialization.

    B EG I nn E R : Follow relevant channels and Influencers.

    Learndirectlyfromindustryleadersandbest-in-classbrandsbyfollowingcompaniesonLinkedIn,gettingtheirupdatesrightinyourfeed.

    B EG I nn E R : Follow companies.

    Lookforgroupsrelatingtoyourindustry,function,andcareerinterestthenjoinafewtostayuptodateontrendingtopicsandnews.

    B EG I nn E R : Find and join LinkedIn Groups.

    h e l p . l i n k e d i n . c om 8

    To learn more about channels and Influencers, go to www.linkedin.com/today/influencers

    http://help.linkedin.comhttp://www.linkedin.com/today/influencershttp://www.linkedin.com/today/influencers
  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    B EG I nn E R :

    Connect with a broad range of contacts.

    Buildyourinitialnetworkbyconnectingwithcolleagues,clients,friends,andfamily.Rememberthatbuildingoutyournetworkhelpsyouconnectnotonlywithwhoyouknow,butalsowhotheyknow.

    I n T E Rm ED I AT E : Reach out to fellow alumni.

    Broadenyournetworkbyconnectingwithmembersfromyouralmamater.UsingUniversityPages,quicklysortalumnibyfunction,location,andcurrentcompany,andfindcontactsthatwillhelpyouachieveyourbusinessgoals.

    h e l p . l i n k e d i n . c om 9

    Notable alumni

    Who you know

    51

    4,820

    Similar schools

    Share something or ask a question...

    Explore Careers of 228,521+ Alumni

    General Information

    Find your peers

    Im an alumnus here

    Follow

    Austin, Texas Area

    University

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    I n T E Rm ED I AT E :

    Search on LinkedIn.

    RunaLinkedInpeoplesearchtofindcontactsthatmighthelpyouachieveyourbusinessgoals.Usekeywordsandsearchfilterslikelocationandindustrytoillustratethetypeofconnectionyourelookingfor.

    A DvAnC ED :

    Narrow down your results.

    SpendlesstimesearchingandmoretimeengaginguseadditionalPremiumsearchfilterssuchasfunction,yearsofexperience,andseniorityleveltoquicklyfindtherightbusinesscontact.

    h e l p . l i n k e d i n . c om 10

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    ESTABLIShYoURnETWoRk 3 o F 4

    ADvAnC ED : Message potential contacts outside your network.

    messageanypotentialbusinesscontactonLinkedInusingInmail,aPremiumfeature.onaverage,theresponserateforInmailmessagesis3xhigherthanemail.Plus,ifyoudontgetaresponsetoyourInmailwithinsevendays,youllreceiveanotherInmailcreditforfree.

    ADvAnC ED :

    Stay in touch.

    keepinganactivelineofcommunicationwithyourcontactsiskeytomaintainingaqualitynetwork.UseLinkedInContactstosetremindersandfollowupwithbusinesscontactsoneday,oneweek,oronemonthdowntheroad.

    h e l p . l i n k e d i n . c om 11

    To learn more about LinkedIn Contacts, go to contacts.linkedin.com

    http://help.linkedin.comhttp://contacts.linkedin.comhttp://contacts.linkedin.com
  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    B EG I nn E R :

    Share updates with your network.

    Passalonginterestingarticles,news,orvideosyoufindinformative.notonlywillyournetworkappreciategettingthisinformation,buttheyllstarttolooktoyouforexpertiseandinsights.

    B EG I nn E R :

    Like, comment, or share updates you enjoy.

    TakinganactiononupdateskeepstheconversationgoingandhelpsspreadthatinformationacrossLinkedIn.Andremember,ifyoufounditinteresting,chancesareyournetworkwilltoo.

    I n T E Rm ED I AT E :

    Integrate your personal brand into updates.

    Dontbeshy.Promoteyouraccomplishments,bodiesofwork,andotheraccoladesthroughsharingonLinkedIn.Foreveryfourupdatescoveringnewsandtrends,trysharingapostpromotingyourpersonalbrand.

    h e l p . l i n k e d i n . c om 12

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    I n T E Rm ED I AT E :

    Get a deeper look at whos viewing your profile.

    WithWhosviewedYourProfile,seethetypes,industries,andlocationsofmembersviewingyou,aswellaswhichkeywordsarebeingusedinLinkedInsearchtofindyou.Usethisinformationtofine-tuneyourprofile.

    h e l p . l i n k e d i n . c om 13

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    BUILDYoURBRAnD 4 o F 4

    UseLinkedInGroupsasapublicforumtodiscusstopicsandtrendswiththoughtleadersorexperts.Byprovidingknowledgeableinsights,youcanbuildarapportwithother topcontributorsandeventuallyestablishyourselfasone,too.

    ADvAnC ED : Engage in LinkedIn Groups.

    Usesuccessfulbusiness-orientedblogposts,articles,andupdatesfromyourothersocialplatformstocreateahigh-qualitystreamofpersonalupdates.

    ADvAnC ED : Leverage existing content streams.

    EmbedyourLinkedInprofileintoyouremailsignatureoraddyourpersonalizedprofileURLtoyourbusinesscard.Thisprovidesnewcontactswithaneasywaytolearnmoreaboutyou.

    ADvAnC ED : Link to your personal communications.

    Increaseexposureforyourpostsandstartaconversationaroundatopicbymentioningcompaniesorconnectionsinupdates.

    ADvAnC ED : Start a dialogue.

    h e l p . l i n k e d i n . c om 14

    http://help.linkedin.com
  • P E R SonA L B R AnD I nG

    ChECkLIST

    MonthlyCh EC k L I S T :

    Reviewandupdateyourprofile,addingrichcontenttoshowcaseyourmostrecentwork.

    Getrecommendedbycolleagues,customers,orbusinesspartners.

    SetreminderstostayintouchwithimportantconnectionsusingLinkedInContacts,orgetintouchusingInmailandIntroductions.

    DailyCh EC k L I S T :

    Stayuptodateonindustry newsandinsightsusingLinkedInchannelsandInfluencersassources.

    Buildyourreputationbypostingqualityupdates.

    Weekly Ch EC k L I S T :

    Connectwithnewandexistingbusinesscontacts.

    ParticipateinLinkedInGroupdiscussionsrelevanttoyourindustryorfunction.

    Reviewwhosviewingyourprofiletoseeifyoureattractingtherightaudience.

    h e l p . l i n k e d