LinkedIn Masterclass

Course Handbook

Grumbolds Ltd (www.grumbolds.com)

CONTENT
1 Welcome from Richard Morgan 01

2 Golden Rules of using LinkedIn for B2B sales 02

3 Creating an amazing personal profile 03

4 Profile your best clients 06

5 Start connecting with people 07

6 Build relationships, not just connections 08

7 Post amazing content 08

8 Use a video message to take the conversation offline 10

9 Your LinkedIn Business Page 11

10 LinkedIn paid adverts 12

11 Your notes 13
LinkedIn Masterclass Course Handbook

WELCOME!
FROM
RICHARD MORGAN
Thank you for signing up for our LinkedIn masterclass course.
I honestly believe that LinkedIn should be at the centre of your sales and marketing efforts,
because this humble social media site can deliver your business a consistent flow of FREE,
high quality leads and clients.
Also, the time to strike is right now! LinkedIn has recently been purchased by Microsoft, and
they are putting in a considerable amount of time, effort and money to building LinkedIn into
the biggest and best social media platform for professional people in the world. The next 18
months represent a window of opportunity for us all.
LinkedIn has millions of users listed by their job title, so they are easy to find and the platform
has made it easy for you to connect and build a one-2-one relationship with them.
Perhaps the most exciting aspect is how few people post any content on LinkedIn, meaning
our businesses and our offerings can stand out and be seen with little or no effort!
If you complete this course, you will have all the direct skills and knowledge you need to build
a continuous free flow of leads and prospects for your business. The next five days could
literally transform your business and your life.
I have made the course as easy and accessible as possible. You only need to invest one hour
per day for five days to get LinkedIn working for you and your business. However,
implementing what you have learnt is crucial, so in this workbook, I have listed the steps you
need to take.
Furthermore, I hope by offering you this course for free, it will start a long-term relationship
between us. I have previously built two businesses from start up (in my spare bedroom) to sale
to a venture capital company, so I know how lonely being an entrepreneur can be. I now work
with small business owners across the country helping and guiding them on their
entrepreneurial journeys, and I hope over the next five days to demonstrate that I know what
I am talking about and could potentially help you as well.
I hope you enjoy the next five days and I also hope they transform your business.

Richard Morgan
Owner of Grumbolds

01
LinkedIn Masterclass Course Handbook

GOLDEN RULES OF USING

LINKEDIN FOR B2B SALES

1 Do not try to sell too soon.

Don’t be like a bull in a china shop, LinkedIn is already full of failing salespeoplewho are
using LinkedIn to mass cold contact people and to try to immediately sell to people who
don’t know them and who don’t want the hassle.

2 Do not just build connections, build relationships.

Use LinkedIn to connect with your target customers and potential clients in your industry
but treat them like a human being rather than a potential cash machine. Spend time
building and nurturing your relationship with them and positioning yourself as a leading
expert in your industry. Once you have done this you can take the conversation “offline”
where you can sell!

3 Start sharing good content.

Very few people are sharing good high-quality content on LinkedIn (especially video).
You can really stand out in front of your network of peers if you produce great content.
Start producing and sharing great content on a consistent basis.

4 Systemize your activity

If this is sounding like a lot of work, you need a system! You need to allow 1 hour a day
for creating contacts and building relationships, and you also need to develop core
content so you have it ready and you know what you are posting and when. You do not
want to be in a position of waking up and trying to think of something you could post that
day, and a good system will do this for you!

5 Only use ONE account

Invest all your time and effort into one LinkedIn account (ideally yours). You don’t want a
situation where a salesperson leaves your business, and takes with them 1000 of your
contacts and a back history of fantastic posts.

02
LinkedIn Masterclass Course Handbook

Creating an amazing personal profile

At some point when people become interested in you, your business and your
products and services, they will look at your profile! Complete the tick list below
and you will have a killer personal profile. Remember to turn off your profile
change notifications before you start!

1 Do you have a professional profile photo?

You need a professional head and shoulders photo. This photo
alone could contribute 21x more views and 36x more messages.
***TIP*** run a couple of photos through www.photofeeler.com
and use the winning photo.

2 Do you have a professional banner photo?

Your banner photo needs to be visually impressive and needs to
grab their attention. Your banner photo is a large piece of
LinkedIn real estate (4 to 1 ratio or 1584 x 396 pixels).

3 Do you have a job title which “speaks” to your

target clients?
You need a job title that does two things:
1 Lists all your major keywords.
2 Has an “X Factor that speaks directly to your target clients.

4 Is your summary page “about them?”

The About section should be written to your clients explaining
how you can help them.What self-serving result will they receive
if they use your product or service?
Load this section with your keywords and make sure you use the
two crucial copywriting words “you” and “your”.Also make sure
your text is spaced out so it will look good when people are
reading your profile on their mobile phone.

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LinkedIn Masterclass Course Handbook

5 Have you got a personal URL?

Go to your profile and hit “Edit Public Profile & URL, Edit your custom
URL.
Once you have a personal URL, use it everywhere!

6 Have you added contact details to your profile?

Go to your profile and hit “Contact Info”, then edit your contact
information.
Make sure you list at least three of your webpages or social media
sites.

7 Have you featured your best content?

The featured section is very prominent and located above
the fold because it’s important.
Showcase your best content here and add colourful, rich
images or videos if possible.

8 Have you added your past experience?

Add as much detail to your past experience as possible.
Make sure your past experience is loaded with your keywords.

9 Have you added to your profile?

Have you added accomplishments, education, licences
&certificates and volunteer experience to your profile?

10 Can you ask for some recommendations?

As a minimum, you should have one recommendation for every 6
months you have been in business.
Send out some messages requesting a recommendation using the
following example message.
Could I ask for a small favour?

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LinkedIn Masterclass Course Handbook

I am about to launch a campaign on LinkedIn to attract more

customers to my business, and as a result I am currently working on
my LinkedIn profile.
I would really appreciate it if you could give me a recommendation on
LinkedIn which reflects the work my business has done for you in the
past.
I plan to launch my campaign next Monday so if you could give me a
recommendation this week I would be hugely grateful.
Thank you so much!

11 Have you added at least 10 skills?

It’s important you add at least 10 skills to your profile, list your top 3
skills first.Message your contacts and ask for some endorsements.
“Could I ask a small favour from you?
I am about to launch a campaign on LinkedIn to attract more
customers to my business, and as a result I am currently working on
my LinkedIn profile.
I would really appreciate it if you could spend a few seconds to give
me an endorsement or two which reflects the experience you have
had with me and my business.
I plan to launch my campaign next Monday so if you could give me
an endorsement this week I would be hugely grateful.
Thank you so much!”

12 Do you have “All Star Status”

Once you have filled in all the parts of your profile, you should get “all
star status.”All Star Status means your profile is seen by more people
and you have a higher profile when people are searching for people
in your industry area.If you don’t already have all star status, make
sure you get it!

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LinkedIn Masterclass Course Handbook

PROFILE YOUR BEST CLIENTS

You need to understand your clients:

Understand their problems. Understand their industry or sector.

? Understand their needs. Understand their worries and fears.

Understand how your solution will Understand what action they have
benefit them. already taken.

1 List your top 5 to 10 clients

2 In less than one paragraph for each client, describe them and what they do, their size, how
many years they have been in business and how many staff they have etc.
3 In less than one paragraph for each client, list why (their motivation) they are working with
you. What problem you are solving for them and what “self-serving need” is being
achieved by working with you.
4 Visit your top five clients profile pages and look at what specific & relevant industry groups
they are members of (and join those groups where appropriate).
5 Look at all the posts published in each of those industry groups over the last two months,
and list what the posts are about and what problems the posts are addressing.
Look at the previous LinkedIn activity of your top five clients, list what they are posting about
(if anything) and what they are interacting with (if anything).

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LinkedIn Masterclass Course Handbook

START CONNECTING WITH PEOPLE

You need to start to reach out and contact people.
CAUTION You only get one chance to make the first contact, get it wrong and you can’t
ever connect again.
CAUTION You can get blacklisted by LinkedIn if you randomly start approaching lots of
people, we think the number is 70 in one day. This results in automatic
suspension and you get put on a “watch list.”
For one hour’s work, the magic number is 30 contacts a day! This means you can send a
personalised contact request, and then a personalised follow up welcome message.

Your First Contact Message Needs To Be Personal, If Possible, But Use The
Message Below If You Have Nothing Obvious In Common.

“Hi <Their first name>

I stumbled across your profile whilst browsing on LinkedIn and I see that
we’re both in the same space of <keyword>so I thought I would reach
out and connect.
It would be great to keep in touch with you and follow your posts and
updates about our industry.
Thanks <your name>

Remember To Say “Thank You” For Connecting...

“Hi <Their first name>

Thanks for connecting and I am looking forward to staying in touch!
Please let me know if I can help you in any way, or if you would like me
to introduce you to any of my contacts or colleagues in our shared
industry.
Thanks again, <your name>

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LinkedIn Masterclass Course Handbook

Send 30 Contact Requests Today To Target

Clients In Your Industry.

Remember The Three Types Of Connection

First Second Third

level level level

Directly connected You are not directly You are not directly
connected with them, but connected with them, but
they are connected to one of they are connected to one of
your first level contacts. your second level contacts.

BUILD RELATIONSHIPS
NOT CONNECTIONS
1 “Like”, “Celebrate”, “Love”, “Insightful” or “Curious” their posts.
2 Make intelligent comments on their posts.
3 Give “endorsements” or “recommendations.”

POST AMAZING CONTENT

Start making content which is about your
clients, not about you…
10 ways to …
5 things you can do to …
What your staff are thinking when …
How to improve productivity …
How to improve your ROI on …

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LinkedIn Masterclass Course Handbook

List Examples Of Your

“Core” Content
Your core content is specific about your business and industry. It’s core content that you can
post all the time, 52 weeks a year. This is your “bread and butter” content which does not need
lots or time, effort, or research. List some examples:

List Examples Of Your

“Reaction” Content
You can support your core content with reaction content. For example, changes to the rules
and regulations in your industry or how your industry is being impacted by Coronavirus or
BREXIT. Talk about relevant things that other people in your industry are talking about. Speak
their language about their current problems and challenges.Understand your client and show
them you understand them. List some examples:

Write Articles And Make

Video Content
List below examples of any articles you could write, or any videos you could make:

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LinkedIn Masterclass Course Handbook

USE A VIDEO MESSAGE TO

TAKE THE CONVERSATION OFFLINE

Send a tailor made, personal video message (using the LinkedIn app on your mobile phone)
to stand outso as to take the conversation offline. You could use the script below…

Hi <first name>
I just wanted to reach out to you to explore the logic of <your busi-
ness> and <their business> working together.
I believe we could help you because we <describe what you do in a
way that benefits them> and our approach is unique because
<describe your approach and how that would solve one of their prob-
lems> , so I would be interested in having an informal meeting and
seeing if it’s worth us exploring the possibility of working together?
Since we are based in <your location> perhaps we could have a quick
zoom meeting rather than trying to meet face to face?
Would you have any time on Thursday or Friday this week for a virtual
coffee?
Thanks
<your name>

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LinkedIn Masterclass Course Handbook

To create a business page:

Go to “work” in the top right
YOUR LINKEDIN corner of your page
Hit “create company page +”
BUSINESS PAGE at the bottom

The golden rule of having a LinkedIn business page is you must complete your profile.
According to LinkedIn, complete pages get 5x more page views, 11x more clicks per follower
7x the average impressions per follower. Have you populated your business page with the
following…..

Your company logo

Your company tagline

Your company description

Your company size

Your company industry

Have your staff linked to your company page?

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LinkedIn Masterclass Course Handbook

LINKEDIN ADVERTISEMENTS

How the LinkedIn advertising auction works. There are two parts to the
LinkedIn auction:

Part 1 Part 2
LinkedIn use a second price LinkedIn use your
auction, meaning you pay $0.01 RELEVANCY score
more than who comes second. multiplied by your bid.

• Click Through Rate

• Historical Performance Data
• Landing Page Experience
• LinkedIn ads is objective based, make sure you select the right
objective for your ad at the beginning of the process.

Golden Rules For Linkedin Advertisements

1 Make sure your advert is relevant and visitors are taken to a relevant page on your website
(if applicable).
2 Don’t use hashtags on your paid ads because you are creating another link where they can
click away from your advert.
3 Never just run one advert, minimum is to run two adverts.Two identical adverts will give
you different results.Marketing is testing, so you also want to be testing different photos
or wording in your ads.

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LinkedIn Masterclass Course Handbook

YOUR NOTES

13