LinkedIn Marketing

Lesson 1—Understanding LinkedIn

Explain the global demographics of LinkedIn and how
members tend to use the system

Create a daily plan for leveraging the information

available in your LinkedIn news feed

Understand the difference between your profile

page and your networking page

Execute a customized search on LinkedIn for

prospective business contacts
 Understanding LinkedIn

LinkedIn took old rolodex and made it bigger, faster, and shareable.
The great news is you can also see who your connections are connected to.
 Understanding LinkedIn

From boosting credibility to providing insight on your skills to utilizing publishing platforms,
groups, networks, and ads, LinkedIn is a sales and networking toolbox.
 The Reigning B2B Social Channel

With more than 467M active members worldwide, LinkedIn is the largest professional
network in the world.

Source: LinkedIn
 LinkedIn Has Global Reach

133M LinkedIn users are U.S. based, which means 72% of LinkedIn users are
located outside the U.S.A.

Source: LinkedIn
 Usage Stats

There are 106M active monthly users of the service.

40% of these users access LinkedIn daily.

3M “power users” share content on the service weekly.

The average user spends 17 minutes a month on the site.

Source: LinkedIn
 Constantly Connected

Users are on the site at all hours, but their method of access changes based on time of day.

Spike
During
Work Hours

Morning

Spike
All Evening
Hours

Source: LinkedIn
 LinkedIn for Businesses

50% of LinkedIn users report they are likely to purchase from a company they
engage with on LinkedIn.

Source: LinkedIn
 LinkedIn’s Overhaul

LinkedIn started rolling out a pretty big design overhaul in early 2017 to help
users focus on its core features.
 LinkedIn’s Core Features

Home My Me
(Your LinkedIn Jobs Messaging Notifications (Your Profile Search
Feed)
Network
Page)
 LinkedIn: Home

Like Facebook, Pinterest, Twitter, and

Instagram, LinkedIn offers an
algorithmically determined news feed
made up of posts, shares, and updates
from your network.
 LinkedIn: My Network

This section offers an overview of

your current connections, requested
connections, and suggested
connections.
 LinkedIn: Jobs

LinkedIn now works to match you

up to relevant jobs and recruiters
based on your stated preferences.
 LinkedIn: Jobs

LinkedIn now works to match you

up to relevant jobs and recruiters
based on your stated preferences.
 LinkedIn: Messaging

LinkedIn’s revamped messaging service

brings a more immediate “post and
response” style to their private
communication system.
 LinkedIn: Notifications

Along with letting you know when you

have been tagged, or otherwise
mentioned, notifications keep you up
to date on job changes, important life
events, and more.
 LinkedIn: Me

This section not only shows your

standard profile info, but helps you
keep tabs on personal stats and
activities on the site.
 LinkedIn: Me

This section not only shows your

standard profile info, but helps you
keep tabs on personal stats and
activities on the site.
 LinkedIn: Search

While LinkedIn has removed its

Advanced Search feature, the new
search tool still allows you to apply
filters to search results.
 LinkedIn: Search

While LinkedIn has removed its

Advanced Search feature, the new
search tool still allows you to apply
filters to search results.
 LinkedIn’s Business Services

Discover and Manage

Talent Solutions Sales Solutions Learning Solutions

 LinkedIn’s Goals

Everything LinkedIn has built and added is designed to make LinkedIn the Facebook of the business world;
the place you come for daily updates and connections with relevant contacts and influencers.
LinkedIn has more than 450M users, 72% of which are located outside the United States.

LinkedIn users access the site from all types of devices. Time of day heavily impacts which
device is used.

LinkedIn’s interface is designed to facilitate connection and communication.

LinkedIn continues to develop business services aimed at helping companies with

sales, recruiting, and training.

LinkedIn continues to expand its offerings in order to become the central hub of
business networking and information.
This concludes “Understanding LinkedIn.”
The next lesson is “Your LinkedIn Presence.”
LinkedIn Marketing
Lesson 2—Your LinkedIn Presence
Explain the difference between personal and company
pages and why each matters

Examine your existing LinkedIn Profile and identify

areas that can be easily improved upon

Create at least two ideas for LinkedIn Content and

publish them via your profile
 First Impressions Matter

One of the first places people look when making contact with you online for business
is your LinkedIn profile.

LinkedIn Profile
 Building Credibility as a Thought Leader

Even if you are publishing B2B-related content, your LinkedIn profile is one of the
most likely places that they will click.
 Learn From Your Profile

Whether you are selling, connecting, or being sold to, people know they can learn a
lot about you from your LinkedIn profile.
 Two Types of Profiles

PERSONAL COMPANY

Your personal LinkedIn profile is Your company page is where people

where people go to find out more go to learn more about your business
information about YOU. or the business you work for.
 Anatomy of a LinkedIn Profile

Choose a recent,
professional looking
headshot and a
relevant cover photo. Consider bypassing
your title for a
descriptive headline.

Write a robust
summary of up to
2000 words.

Consider including rich

media like presentations
or videos.
 Anatomy of a LinkedIn Profile
Keep up to date on
connections. They can
open up contact points
or lend credibility.

Consider posting
content directly to
LinkedIn.

Focus on problem-
solving language in Consider keywords in
your experience. Job Title, Headlines,
and Skills

If you have written

books or white papers
at various positions,
highlight them.
 Anatomy of a LinkedIn Profile
Reorder or remove
skills based on your
Skills are an area that current goals.
gets picked up in
search.

Reach out to contacts

and ask for
endorsements.

Take the time to list

accomplishments,
certifications,
publications, etc.

Showcase interests
through the groups
and lists you join.
 LinkedIn Profile Tips

Profiles with headshots get 14 times more profile views.

Profiles with photos get 21 times more profile views.

Profiles with photos get 36 times more messages.

Profiles with skills listed get 13 times more profile views.

The most overused word in profiles has been “motivated” for the past four years.

Source: LinkedIn
 Company Profiles

Your company profile page is the LinkedIn home for your brand. Have a plan and flesh it out.
 Showcase Pages

Take advantage of showcase pages to build out a special profile and content home for
key areas of your business.

Showcase pages have their

own analytics.
 Optimizing Profiles

Google and LinkedIn index and return pages not only by name, but by keywords
listed in skills and endorsements.
 The LinkedIn Search Algorithm

When people are searching on LinkedIn, results are sorted according to how valuable
LinkedIn thinks they will be to you.

1st level connections 2nd level (then 3rd) Other LinkedIn users who All other LinkedIn
ranked by number of connections based belong to the same users, sorted by
connections and relevance on relevance groups as you, by relevance
relevance
 Leveraging SlideShare

Whether a slide deck, an e-book, or a collection of quotes or case studies,

SlideShare content reaches 70M unique visitors per month.
 Leveraging SlideShare

Whether a slide deck, an e-book, or a collection of quotes or case studies,

SlideShare content reaches 70M unique visitors per month.
 Leveraging SlideShare

Whether a slide deck, an e-book, or a collection of quotes or case studies,

SlideShare content reaches 70M unique visitors per month.
 Publishing Content on LinkedIn

Your sales team can strategically share curated and created content in the
areas they are targeting or focusing on.
 Publishing Content on LinkedIn

Your sales team can strategically share curated and created content in the
areas they are targeting or focusing on.
 Publishing Content on LinkedIn

In the past few years, LinkedIn has seen a dramatic increase in the volume
of content being posted each month.

2014 2015 2017

1K/mo 80K/mo 130K/mo

Source: BuzzSumo
 LinkedIn Pulse

You might be wondering what happened to LinkedIn’s well known content channel,
Pulse, which pretty much vanished in 2017.
 LinkedIn Pulse

Pulse content still exists, but now it shows up as part of your news feed.
You can use a shortcut to follow topics or people via a direct link.

https://www.linkedin.com/pulse/discover
 Tips for LinkedIn Content Sharing

They may sound simple, but a few tweaks to your approach can make a big
difference in your overall reach.

Source: LinkedIn

Articles, videos, and high- When relevant, boost post You can tag other LinkedIn Time your posts to the
quality images tend to catch strength by attaching members with a @user tag to standard office hours of
engagement. documents or media. draw attention. your target audience.

Updates with images Updates with links get

get 98% more 45% more follower
comments. engagement.
 Content Creation Tip

Long-form content is shared more often than shorter posts, and high-volume
sharing isn’t limited to recognized influencers.
 Most Popular Types of Content

Certain content themes consistently perform well on LinkedIn.

Personal Business Practical Tips for Life Lessons from

Topics Advice Ideas Change Experiences
 Publish Articles from Your Profile

To publish an article, simply choose that option from your status box when
posting to your news feed.
 Impact of Lists on LinkedIn

Content that included the word TOP and a number were amplified 40% more
than non-list content on LinkedIn.

Source: LinkedIn
 Impact of Lists on LinkedIn

Content that included the word TOP and a number were amplified 40% more
than non-list content on LinkedIn.

Source: LinkedIn
 Questions Elicit Responses

Status updates that featured questions received, on an average,

double the engagement as updates without questions.

Source: LinkedIn
 Questions Elicit Responses

Status updates that featured questions received, on an average,

double the engagement as updates without questions.

Source: LinkedIn
 Influencing Purchasing Decisions

According to a study by Google, an average of 10 pieces of content are consumed

before a purchasing decision is made.
 How Often to Post?

Post status updates an average of 2-3 times per day, and share longer form
content not more than 1-2 times per week.
 Follow-Up on Activity

If people are commenting on your updates, comment back.

If they send InMail, respond. If they connect, consider accepting.
 LinkedIn Publishing Tips

While content always requires testing and measurement, there are some best
practice tips you can follow.

The most successful Interestingly, within Posts with more images Posts perform best on
types of content are Pulse, questions do not (up to eight) perform Thursday, Sunday, and
how-tos and listicles. play well in article titles. better; however, go light Monday, in that order.
on attachments.

Source: OK Dork/Noah Kagan

Proper integration of images and media into your LinkedIn profile has a strong impact on
your visibility and connection potential.

LinkedIn’s search algorithm relies heavily on your existing connections and keywords
included in skill sets and profile descriptions.

LinkedIn Pulse still exists as a concept, but is now more fully integrated into status updates
and the news feed.

LinkedIn users tend to engage well with content that offers tips, ordered lists and lessons
learned from life experiences.
This concludes “Your LinkedIn Presence.”
The next lesson is “LinkedIn Groups and Prospecting.”
LinkedIn Marketing
Lesson 3—LinkedIn Groups and Prospecting
Understand how LinkedIn’s InMail feature can be
leveraged for making new contacts.

List two specific ways LinkedIn allows you to conduct

prospecting for your business.

Join or launch a LinkedIn Group related to your industry

for increased networking and skill development.
 Using LinkedIn for Prospecting

Keep in mind, I am a Marketer, not a Sales Guru.

Take this advice and pair it with best practice on the sales front.
 Building and Managing Connections

The amazing thing about LinkedIn is that you can connect with thousands of people.
That is also the pitfall of LinkedIn.
 Building and Managing Connections

After a show, meeting, or event, obtain business cards while the meeting is fresh on your mind.

Request connections using personal details if possible.

Use these cards for reference when you send connection requests on LinkedIn.
 Use InMail to Get Past Gatekeepers

• InMail is so simple, yet many

overlook it.
• LinkedIn claims that InMail is
30x more likely to get through
than a cold call.

If you get ANY response within 90

days, credits are refunded.
Prospecting Through Advanced Search on LinkedIn

• LinkedIn Advanced Search is

an amazing way to identify
potential leads.
• Save searches and subscribe
via email.
Prospecting Through Advanced Search on LinkedIn

• LinkedIn Advanced Search is

an amazing way to identify
potential leads.
• Save searches and subscribe
via email.
Prospecting Through Advanced Search on LinkedIn

• LinkedIn Advanced Search is

an amazing way to identify
potential leads.
• Save searches and subscribe
via email.
 Prospecting in Groups

You should participate in

industry groups to stay current,
but do not neglect the chance to
prospect as well.

Reach a tough prospect by

joining the same group
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
Reach out to Profile Viewers

Check to see who is looking at your

profile and decide whether and how
to reach out to them with an offer
to connect.

Your connection request is limited to

247 characters.
 LinkedIn Sales Navigator

Starting around $80 U.S. per month

If you do a lot of prospecting or networking, it may be worth the cost to be able to annotate
connections and keep a history of your efforts.

Source: LinkedIn
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Sales Navigator

One of the biggest problems with

LinkedIn used to be how quickly you
forgot a connection. Take the time to
add notes.

LinkedIn Sales Navigator adds a

section where you can specify
details about your connections.
 LinkedIn Community

There are over 1.5M LinkedIn Groups.

Source: LinkedIn
LinkedIn Groups

Access LinkedIn Groups from the Work

tab at the top of the LinkedIn interface.

You will see a news feed made up of

content from the Groups you are a
member of.
Joining New LinkedIn Groups

The Discover Tab takes you to a

listing of recommended groups
and shows which of your
connections belong to them.
Joining New LinkedIn Groups

The Discover Tab takes you to a

listing of recommended groups
and shows which of your
connections belong to them.
 Connecting through LinkedIn Groups

Like any other social community or forum, it’s a good idea to spend some time
reading before responding or posting.
 Connecting through LinkedIn Groups

Get a feel for the tone, style, and unwritten rules of the community.
Are links shared? Is there self-promotion?
Connecting through LinkedIn Groups

• Make sure your first posts are altruistic.

• Offer advice, resources, and input without
asking for anything in return.
• Invest in the group’s members.
 Connecting through LinkedIn Groups

After several days or weeks of participating in other people’s posts, consider launching one of
your own aimed at sparking discussion. Avoid self-promotion.
 Tips for Running LinkedIn Groups

Highlight conversations on other social channels and link back to the group from them.

Consider an email list that sends out highlights of the week’s best conversations.

Regularly ask specific questions related to the group and shared content.

Facilitate mutually beneficial introductions or connections between members.

 Choosing Group Types

Learning Jobs

Remember, different topics have different value.

Consider a group related to your job focus for professional input, but also join groups where you can
focus on learning and other groups where you can focus on offering.
 Launching a Group

If you see a void, consider filling it by creating a new group, such as a regional group for a topic
or an age-based or background-based group. If you offer a unique service or product, consider
a group related to your brand.
 LinkedIn for B2B Lead Generation

LinkedIn actually sends more social traffic to B2B

sites than Facebook does. It is second only to
Twitter when it comes to traffic.

Most marketers view it as the most effective B2B

lead generation channel.

Source: LinkedIn
Users only pay for InMail contacts if outreach efforts do not produce any type of
response within 90 days of contact.

While Sales Navigator carries a monthly subscription fee, it can be invaluable

when it comes to keeping tabs on contacts and how you met them.

Spend some time observing LinkedIn Groups before actively posting or

requesting help. Keep self promotion to a minimum.

Your highest chance of success launching a LinkedIn group is to fill a void or to

focus on a support group for specific products or services you offer.
Thank You