Putting LinkedIn to use for Lead Generation

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LinkedIn For Lead GenerationPutting the oldest social network to work for your business.Feb. 29, 2016

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WHY BE ACTIVE ON LINKEDIN?• Build your network through proactive engagement

• Promote yourself as a subject matter expert

• Be an information liaison

Active participation on LinkedIn is the best way to say, ‘Look at me!’ without saying ‘Look at me!’

“ ”

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ATTRACT LEADS, BUILD NETWORK• More people use LinkedIn

for professional purposes than any other network

• 13% don’t use Facebook

• 59% don’t use Twitter

• Used by 79% of D.C. insiders

• 70% of users from outside US

• Used in 200 countries

• It is the professional network of decision-makers

0-10 employees: decision-making by founder/chief executive level.10-50 employees: VPs generally have decision-making power.50-500 employees: specialized roles at director/manager level.More than 500 employees: regional specialized role is point of contact

Who makes decisions?

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ATTRACT LEADS, BUILD NETWORK

Loudoun County Economic Development

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PROMOTE YOUR EXPERTISE: NEW BIZ• Visibility is key to getting

noticed by potential leads

• Credibility is key to starting meaningful conversations

• Community allows you to inform and mobilize your network

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PROMOTE YOUR EXPERTISE: NETWORK

• Provide business updates

• Connect people in your network

• Build goodwill

Company A Company BShared

Interests

• Client Networking• Partnerships• Mergers/Acquisitions

Recent Loudoun County Collaboration in the News:• Bryan Voltaggio Consults For Vanish Brewery Menu• Orbital ATK Celebrates 1-Year Merger Anniversary

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BE AN INFORMATION LIAISON• What are we doing for your

network?• Translate business updates

to your connections

• What’s newsworthy in your network?

• Disseminate news back to connections

Information

Connections

Dissemination PromotionYOU

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3 MAJOR GOALS1. Build your network through proactive engagement2. Promote yourself as a subject matter expert3. Be an information liaison

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4 STEPS TO GET STARTED1. Set up an account 2. Update/correct information3. Publish all relevant past work4. Join industry-specific groups

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UPDATE/CORRECT INFORMATION1. Name, head shot and job title should be

current2. Previous jobs and education should be

complete3. Select a descriptive headline and unique url

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UPDATE/CORRECT INFORMATION

Professional head shot

Current employer

Former employers

Vanity url

Headline

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SELECT YOUR TOP SKILLS

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PUBLISH RELEVANT WORK SAMPLES• Portfolios show overviews of interest• Project recaps indicate breadth/depth of work

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PUBLISH ALL RELEVANT PAST WORK• Posts spike network interest in you

• Posts archive information relevant to your sector• Posts increase the chance of information going viral

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REPURPOSE BUSINESS CONTENT

• Blogs• Videos• Studies• Wins• Press releases

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CREATE YOUR OWN MATERIAL

Blogs ~ News ~ Studies ~ Wins ~ Resources

• Example 1• Example 2• Example 3

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BEST PRACTICES FOR PULSE POSTS• Write intriguing headlines: why should anyone care?• Tell the story: long-form or short posts both work well• Hyperlink to any source material• Embed videos and photos• Include your contact information• Respond to comments and start dialogue• Look at who viewed your post and follow up!

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JOIN INDUSTRY-SPECIFIC GROUPS• Follow the leads: where are they?• Be strategic: > 2 million LinkedIn groups• 70% more likely to get an appointment with someone in a

common group than not

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WHY POTENTIAL LEADS USE GROUPS• Good groups are discussion boards• Members ask questions looking for information• Provide information and engage directly with leads

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TOPIC GUIDELINES: A CHECKLIST• Establish credibility as a subject matter expert?

• Provide informative reflection on concrete topics?

• Seek to correct misinformation?

• Promote your business’ solutions?

• Promote topics with political implications?

• Divulge confidential or off-the-record information?

• Promote business advancements/partnerships/wins?

• Preview, recap or provide insight into what you do?

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THANK YOU

Brian Tinsman, Digital Properties Mgr. of Loudoun Economic DevelopmentBrian.Tinsman@Loudoun.gov

703-975-1729http://biz.loudoun.gov