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@jasgraff
Julie Graff
@polepositionmkg
TO BE LINK OR NOT TO LINK . . . . . . That is the question
@jasgraff
Julie Graff
@polepositionmkg
TAKE A PEEK – IS LINKEDIN IS RIGHT FOR YOU?
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Facebook is the party, LinkedIn is the business meeting
TAKE A PEEK – IS LINKEDIN RIGHT FOR YOU
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
LinkedIn is GREAT for business-to-business (B2B)
TAKE A PEEK – IS LINKEDIN RIGHT FOR YOU
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
For B2C, not so much
. . . But It’s Good to Have a Profile
TAKE A PEEK – IS LINKEDIN RIGHT FOR YOU
@jasgraff
Julie Graff
@polepositionmkg
GETTING STARTED
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Optimize your personal profile
Profile photo – no snapshots or selfies
Professional title – 120 characters, use keywords
Complete as much contact info as possible, especially website url
Create “vanity” url
GETTING STARTED
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Elements of a “complete” personal profile
Industry and location
Up-to-date current position with description
At least 2 past POSITIONS
At least 3 SKILLS
Profile photoAt least 50
CONNECTIONS
Source: LinkedIn
GETTING STARTED
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Your personal profile - go above and beyond
Professional “Portfolio”
Recommendations
Status Updates
GETTING STARTED
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Make your company profile stand out
Profile image = logo
Header or “hero” imageComplete
description with keywords
Specialties – include any words you want to come up in search for
GETTING STARTED
Make sure employees link their personal profiles to your company
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Post frequent updates to your company page
Company news
Blog posts
Curated content
VALUABLE information
GETTING STARTED
@jasgraff
Julie Graff
@polepositionmkg
GROUPS – LINKEDIN’S “SPECIAL SAUCE”
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Find groups
GROUPS – LINKEDIN’S SECRET SAUCE
• Search for groups in which your target audience is participating• Also check profiles of your connections
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
You can join up to 50 Groups, but . . .
Can you manage
50?
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Listen, then engage
Group rules
Group norms
What do people
respond to
THEN join in conversations and engage
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Whatever you do – DON’T SPAM . . .
Or post anything that even smells like self-promotion – big no-no in groups
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
So What CAN You Post?
Questions to provoke conversation
Responses to others’ posts
VALUABLE, relevant curated content
Your own NON-PROMOTIONAL blog posts
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Getting stuck in moderation
Don’t panic!
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
When to walk away from a Group
Won’t publish posts
Won’t publish
comments
No traffic or engagement
GROUPS – LINKEDIN’S SECRET SAUCE
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Starting your own Group
Groups – LinkedIn’s Secret Sauce
Publish what you want
Send Group announcements
Build a community
You are the “Group Cop”
Takes time to build
Have to make sure it’s updated
@jasgraff
Julie Graff
@polepositionmkg
BONUS ROUND – PUBLISHING LONG-FORM POSTS
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
How to publish
Bonus Round – Publishing Long-Form Posts
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
WHY to publish
Enhance personal profile
Shared with connections
Non-connections can follow posts
Posts are searchable on and off of LinkedIn
More shareable content
May be promoted to Pulse – LI’s online magazine
Bonus Round – Publishing Long-Form Posts
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Publishing tips
Bonus Round – Publishing Long-Form Posts
Longer the better
VALUABLE content
Many connections
Post frequently
Promote
Professional, conversational
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
Questions?
TO LINK OR NOT TO LINK, THAT IS THE QUESTION @PolePositionMkg
WebMarketingChecklist.com
Thank You!
