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Advanced LinkedIn Strategies to Grow
Your Business Creating a Powerful Presence on LinkedIn
Tampa Bay Business Owners 8/28/2012 Presentation
About Me
Outsourced CFO Services • Grow & Improve Businesses
• Increase Revenues, Profits, Cash
• Identify Opportunities
• Unique blend of analytics, strategy and operations
• Experience as a CFO/COO
• Education: BS, MBA
• “Big 4” CPA
Experience and accomplishments in diverse industries:
Business
Services
Technology
Software
Healthcare
Theme Park
Hotel
Environmental
Catalog
Retail
e-Commerce
Telecom
Construction
Insurance
Objectives
This presentation is designed for professionals who want to
unlock and leverage LinkedIn’s hidden power to supercharge
their professional networking.
Learn how to:
• Optimize your profile
• Build your brand
• Prospect
• Research opportunities
• Stay top of mind
• Share expertise
• Gain valuable business advice
Agenda
– Profile
– Applications
– Groups
– Connections
– Advanced Search
– Signal
– Keys to Success
About LinkedIn
• 161 million members in over 200 countries and
territories
• Forecast 5.3 billion professionally-oriented searches
on the platform in 2012
• Used by 82 of the Fortune 100 companies for hiring
• More than 2 million companies have LinkedIn
Company Pages
• Insights and knowledge shared in more than one
million LinkedIn Groups
What can I use LinkedIn for?
• Sales
• Marketing
• Customer Service
• Research and Business Intelligence
• Career
Profile
10 Things You Must Do to Optimize Your LinkedIn Profile
1. Photo 6. Skills
2. Headline 7. Recommendations
3. Story 8. URL
4. Current position 9. Links
5. Past positions 10. Questions (Answers)
Professional Photo
Good Photos Bad Photos
You’d like to be unique, novel, poetic, creative. But…
a) SEO
b) 120 characters
c) Word choice
d) Title vs. What do you do? WIIFM?
e) Keyword density
f) Keyword search terms
Headline
Summary & Specialties
1. 2,000-character limit;
Specialties – additional 500
2. It’s an ad, not a resumé
3. How can you help me?
4. Call to action
5. Keywords (Summary & Specialties)
6. Break it up
7. Include contact information
Pain!
How I Can Help?
CTA
Current Position
1. Keywords
2. Consistent with Headline
3. Before adding scattered titles:
- Who do you want to connect with?
- Who is your ideal client?
- What field/industry do they work in?
- What types of services would they be searching for?
- What type of services do you provide?
- Consider the services you provide and use these words in the title of your current
position.
Past Positions
• Keywords
• Supports Brand
• List at least two past positions, for your profile to be
considered “complete”
Skills
1. Allows users to search the
network for a particular skill
2. Select skill and level of
expertise that you want to
be known for
3. Trends of skill in the network
Skills
Recommendations
1. Provides references
2. Can help your cause
3. Give recommendations to get recommendations
4. Ask
5. Provide guidance
6. Quality over quantity
Elements of a Recommendation
1. Names
2. Business Relationship / Length
3. Keywords
4. Skills
5. Benefits Provided
6. Call to Action
7. 60-100 words
8. Spell Check!
9. Thank You!
Public Profile URL
• Non-customized LinkedIn Public Profile:
http://www.linkedin.com/pub/Dennis-Fredrickson/19/a37/4cd
• Customized:
http://www.linkedin.com/in/fredricksond
• Easier to remember, and therefore use
• Use it in emails, business cards, brochures, Blogs, and at the end
of Videos to direct readers to find out more
• Enable your LinkedIn profile link to show up in search results
under your name on all the major search engines!
• Brands your profile!
• Tells other LinkedIn users that you know your way around
LinkedIn!
Customize Links
1. Up to 3 customizable links
2. Do not use “My Website”,
“My Blog”, etc.
3. Websites – choose “Other”
then add name & URL
4. SEO for your websites
Answers
Answers
• Ranked
• Provide value
• Demonstrate expertise
• Strategic
• “Comments”
Create a Business Page
1. 1 Company per domain name
2. Must own domain name
3. Ability to focus and target
prospects
4. Links to documents and
videos
Be Discovered!
Search on Keywords
#1 out of 1,103 results !
#3 out of 379,222 results !
Be Discovered!
Your personal stats!
Applications
Applications
- Applications are added to your
homepage and profile
- Enable you to enrich your
profile
- Share and collaborate with
your network
- Get key insights
Showcase Your Work
This is how I help organizations:
Groups
Gaining Value from LinkedIn Groups
1. Finding Groups
2. Selecting Groups
3. Creating Groups
4. Participating in Groups
Finding Groups
• Groups directory
– Keywords: subject, location
• Through groups already joined
– Suggestions from LinkedIn
• Through connections
Group Statistics
Make sure the Group is active!
Does Size Matter?
Large Groups
Small Groups
Pros • More exposure • More specifically tailored to
member interests
• More useful updates and
information
Cons • Information is more
promotional or irrelevant
• Less exposure
Selecting Groups
1. Can join up to 50 Groups
2. Mix of large and small groups
3. Strategic blend of professional peer groups and
your target prospect & customer groups
4. Vocation/Industry relevance
Target Customer Examples
1. Business owners, local owned, revenues from
$1MM - $10MM
2. Office managers – physician practices
3. Hotel managers – local owned
4. Start-up internet technology companies
Creating Groups – the “Why”
• Control the discussion & agenda
• Control membership
• Become known as a person of value &
resource
• Create visibility
• Instant communications with all members
• Another avenue to grow connections
Creating Groups – the “What”
• Monitor similar groups before you
establish yours
• Create a group that focuses on prospects
• Create a group that focuses on customer
service
Participating in Groups
1. Actively participate regularly in up to 5 groups
2. Regularly monitor and participate occasionally in other
groups
3. Provide value-added information, comments or
discussion
4. Do not sell!
5. Do not self-promote!
6. Do not make “off-the-cuff” comments
Connections
Connections
There are two camps on LinkedIn. They believe:
1. Connect only with a small percentage of
professionals you know and trust
2. Connect with everyone, even if you
vaguely know them
Who to Connect to?
1. People you already know
2. People you should know
3. People you should meet
4. Blend of peers, subordinates, superiors and leaders
5. Connect to connectors
6. Target prospects
7. Customers
Connections
1. Make yourself visible
2. Don't use LinkedIn's standard invitation "form letter“
3. Say "thank you“
4. Go beyond the connection
5. Participate in discussions
6. Invitation survey
7. Don’t sell
Advanced Search
Using Advanced Search
1. Only shows up when People, Jobs or Answers is selected
2. Context specific – different for each category
Advanced Search – Section 1
Advanced Search – Sections 2 & 3
Signal
Filtering Information from the Noise
Too Much Information!!!
Using Signal
Signal lets you see and filter updates from LinkedIn professionals who choose
to make their updates visible to anyone.
Signal features:
• Browse real-time updates with content summaries.
• Filter updates to show only those that you care about.
• Search for keywords, topics, companies or people across the updates stream.
• Find trending links and Industry top headlines.
Signal Menu
By Me, 1st, 2nd, 3rd Level connections
City / Area
Last: Minute, Hour, Day, Week, 2 Weeks
LinkedIn Groups
Hashtag topics (e.g., #cloudcomputing)
CXO, Owner, Manager, etc.
Connections, Groups, Answers, Profiles,
News, etc.
Other
LinkedIn Events
LinkedIn Paid Accounts
Keys to Success
• Build relationships
• Establish trust
• Become a thought leader
• Establish expertise
• Develop your brand; be consistent
• GVF – Give Value First
Resources
For more Information:
YouTube: Search
• “LinkedIn SEO”
• “Optimize LinkedIn Profile”
Google: Search
• “Optimize LinkedIn”
HubSpot
• “How to Use LinkedIn for
Business”
Call to Action: Connect with Me
Dennis Fredrickson
http://www.linkedin.com/in/fredricksond
Special Introductory Offer:
Free 30 Minute
Consultation
If you sign up now
Questions?
Dennis Fredrickson
813-390-5545
www.CFOsolve.com
Are you satisfied with your business performance ?
-- Move your success from chance to choice ©