A Powerful Linkedin Training Guide - Invest In Yourself

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Linkedin Training guideAimed to propel your business and marketing needs

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About LinkedinFounded in 2002 and launched in spring of 2003 by Reid Hoffman

• Graduated from Stanford and Oxford Universities• Worked with Apple and Fujitsu• Was a member of the founding for Paypal

Founded LinkedIn after Paypal was acquired by Ebay in 2002

By 2011, LinkedIn had 135,000,000 users across the world• Includes all executives from the Fortune 500 companies• Includes all major industries and industry leading companies

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Geographical locations

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Industry and Company Size

^ Graph of Industry vs Company size on LinkedIn

< Vincenzo Cosenza’s infographics demonstrate the growing reach of LinkedIn.

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Setting up your Account

• How do you want your business to be portrayed?• What is goal of Linked in Profile?• What Key words for your profile?• Who are your friends on LinkedIn? Are they good choices?

There are 3 types of Linked in Premium Accounts to choose

• Business• Business Plus• Executive

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Types of Premium PlansBusiness Plus• Contact 10 people directly

through InMail with a guaranteed response

• See 500 profiles when you search

• Access to premium search filters

• Automatically see expanded professional profiles

• Full list of people who have viewed your profile

• 25 folder profile organizer• See first names for third

degree contacts• Access to reference search• Priority customer service

Business • Contact 3 people directly



• Access to premium search filters





Executive• Contact 25 people directly



• Access to premium and total search filters





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Making a Business Page• Log onto personal account• Go to company home page (on main bar, under the masthead)• Click the option “Add a Company”• Enter Company Name, Company email address• Tick box to verify you are the official representative of the company.• Click “Continue”• Go to the email account you use for your Linked in Account• You will receive a verification email from Linked in• Click on the confirmation link to be brought to a confirmation page• Click “Confirm” on the confirmation page.• Log in using primary email address and password.

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Basic Company info• Log onto personal account• Go to company home page (on main

bar, under the masthead)• Click the option “Add a Company”• Enter Company Name, Company

email address• Tick box to verify you are the official

representative of the company.• Click “Continue” (top picture)• Go to the email account you use for

your Linked in Account• You will receive a verification email

from Linked in• Click on the confirmation link to be

brought to a confirmation page• Click “Confirm” on the confirmation

page.• Log in using primary email address

and password. • Bottom picture is your fresh account

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Basic Company Info - Part 1Time to Flesh out your page!•Click the dropdown menu entitled: “Admin tools”

•Click on “edit.” What Type of Business are you running?

1.Company Type: Choose from eight options that include “public company” and “self-employed.”2.Company Size: Range of sizes depending on the number of employees.3.Company Website URL: Your website address4.Main Company Industry: What type of company do you run?5.Company Operating Status: Ranges from operating to out of business6.Year Founded7.Company Location: City, country, state etc.

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Permission & Logo - Part 2

Who do you want to modify your business page?

•You can allow everybody with a company email address•You can nominate employees whom are connected to you in LinkedIn

Want to add logos?•Click “edit”•On far right, click the “upload” button•2 logo limit•Rectangle logos are standard•Square logos can also work

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Company Description - Part 3What does your company do?

1.Company Description: Write about your company. Use short and simple sentences, keep to the point, be factual and remember key words.2.Company Specialities: You can add as many of these as you like. Think of them like tags. For example, your company might publish books or it might specialize in different types of cleaning service.3.3. Company Blog RSS Feed: Add your RSS feed to help your SEO.4.4. News Module: Toggle between showing news about your company and not showing it.

When you are done, click “Publish”

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2. Page OptimizationSearch Engine Optimization

• SEO = Search Engine Optimization• SEO helps search engines find your site through key words• LinkedIn uses SEO• Customers, employers, and contacts find your business profile

using SEO and key words in LinkedIn

TIPS for setting up efficient SEO

•

No spam. Keep to the point.

•

Don’t become a super advertiser.

•

Choose your keywords and stick to them.

•

Do not stuff your pages full of keywords.

•

Fill out all information boxes.

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Back-links• A Backlink takes a user from one website to another when clicked• Backlinks can be used to network between LinkedIn sites• Passive backlinks are written by followers and customers• Backlinks are valuable, but need to be done right:

– ONLY link to legitimate websites (Such as LinkedIn)– ONLY use one-way links

To set up a backlink you can…

• Put your company URL in your company description

• “Careers” and “Products & Services” can also have links

• Put your company URL in a status update (see right)

– Click “Attach a Link”

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Driving Traffic to your Site

1. Use Sociable on Wordpress (or LinkedIn Share button)

• If your company has a wordpress blog, go to the plugin section of your dashboard

• Click “add new” then • Search for “sociable”• Install the plugin then activate it

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Driving Traffic to your Site1.a. Other blogs allow you to install a

specialized Linkedin Share Button.

• Go to:https://developer.linkedin.com/plugins/share-plugin-generator

• At the developer screen, there will be a series of options.

• Paste the URL to Linkedin company page

• Choose shape of button• Click “get code” to generate

HTML• Paste HTML into website.

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1.Company Description: Write about your company. Use short and simple sentences, keep to the point, be factual and remember key words.2.Put a link in your profile:You can put a link on your personal profile to your company profile.

3.Auto Post Blog updates to your profile: You can search for plugins that automatically update your blog with activity from your Company or personal profile.

4.Applications: Wordpress & Blog Link Instead of finding plugins, you can use Wordpress or Blog link as your blogs because they already are LinkedIn compatible.

5.Join GroupsJoin or set up a group to facilitate discussions.

Driving Traffic to your Site

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Driving Traffic to your Site6. Answer Questions (appropriate blog posts only)

Click “more” section to get to the “answers” page. Answer questions. The quality of your answers increases your reputation.

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3. Business ToolsAdding a Product

• The first and most simple step in monetizing your LinkedIn page is to create product and services on your business page.

• Go to your business page, click “products”• Add products if you don’t have any on the main panel• If you do have products, go to the admin menu on the right hand

side and select “add product”

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11 Steps to Adding a ProductStep 1• Decide if consumers can buy or buy a service

or product.

Step 2• Choose a category that suits the product

Step 3• Enter product service name

Step 4• Upload image or logo of product. Make sure

it’s small enough for LinkedIn.

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11 Steps to Adding a ProductStep 5• Enter Description of Product (remember SEO

guidelines and key words)

Step 7• Link to company’s homepage or product site

page.

Step 6• Choose 1-3 keywords to describe product

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11 Steps to Adding a ProductStep 8• Add contact information for your product

(should be LinkedIn members)

Step 9• Are you running a special promotion on your

product or service? Say so here.

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11 Steps to Adding a Product

Step 10 and 11• Add URL and title to any YouTube promotional

video

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RecruitmentYou can post a Job advertisement under the “Careers” option on your

company page (LinkedIn charges a fee to post a job) How to post a job

Step 2• Fill in the descriptions in the fields

about the job. The last two options are optional.

Step 1• Type in Job Title and Location

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How to post a jobStep 3• Similar to the product/services descriptions,

describe the job and its outlines with SEO in mind.

Step 4• Enter the desired skills and experience you

want the employee to have.

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How to post a jobStep 5• Similar to the product/services descriptions,

describe the job and its outlines with SEO in mind.

Step 6• Similar to the

product/services descriptions, describe the job and its outlines with SEO in mind.

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Premium Career Page• In addition to the basic service, LinkedIn provides a premium career

service page.– Helps you develop company’s brand– To set up, you need to contact LinkedIn directly.– Additional features: videos, featured employee pages, banners, etc.

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Contact BuildingLinkedIn offers a platform for networking with likeminded individuals

and companies. Reasons for networking include:

• Future Jobs: LinkedIn gives you tools to hire and consider reputable recommendations• Advice: you can get advice from experts.• Contacts and Services: Your network will re-enforce your reputation with

recommendations

• Staff Networks: Companies like to show off their good staff to improve their reputation

• Groups: An group opens to collaboration and communication with networking and business.

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Events• Events are another tool to marketing and promoting your brand and your

business at LinkedIn– Publicizes your product, service, or new office– Includes followers in the project– Great opportunity to get feedback– Can also be used for private function

• To find the events page. First click on the “more” button• Click on“events”. • You will then see a list of suggested events.• On right-hand side, find a list of your events or click “create event”

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How to create an EventStep 1• Click “create an event”

• Enter the name of the event (ex: Bob’s Birthday Party”), when, where then a logo

Step 2• Write description of event

(keep SEO in mind)

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How to create an EventStep 3• Enter more details about the event

Step 6• Click “create event” to finish!

Step 5• Share your event via Twitter and Facebook

Step 4• What industry does your event relate to?

Where can people find out more? Is there a registration?

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AnalyticsAnalytics is on your company homepage under the “analytics” option, it provides

valuable testing and data on your LinkedIn page.

There are several types of analytics that LinkedIn offers.

1. Page Views• Overtime, this graph will show how much

your page, career pages, or product and services pages are viewed

2. Unique Visitors• How many times each visitor visits a page of

yours (if they are repeat visitors)

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Analytics3. Clicks: Products & Services• Who has been clicking on your products and

services page? What were they interested in?

4. Members Following [Company Name]

• Are your followers increasing or declining?

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4. Brand Building• Brand Building is a valuable tool to help monetizing your business and

LinkedIn business page• Brand Building includes Marketing and Advertising schemes• LinkedIn tailor makes each ad campaign with you, so each marketing

campaign is different.

1. Display Ads2. Social Ads3. Sponsorships

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Marketing and AdvertisingDisplay Ads:1. Standard Ad Units and Text Links are displayed on profile and other LinkedIn pages in

a standard web-ad format (IAB-Compliant ads, text links, and premium ads)

2. Content Ads are more dynamic and engaging

3. Homepage Takeovers designed for a specific target audience - High impact

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Marketing and AdvertisingSocial Ads:1. Follow Company Ads let you highlight your company followers and attract new ones.

2. Recommendation Ads shows off your endorsements and attract new recommendations

3. Join Group Ads create an advert out of group discussions

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Marketing and AdvertisingSponsorships:1. Designed to show off products and services.

2. Active promotion

3. May be negative due to “out and out” marketing

4. Creates sponsorships for products, interns, students, etc.

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Group Emails & Warm Calling

• Messaging potential clients and customers can be rewarding, with the right touch and non-spamming techniques.

• Partner Messages allows businesses to utilize the network’s InMail system. This system works because:– They are guaranteed to be kept at top of index pile– The number an y one user can receive is limited (no spam)– They can be personalized– They can be sent to specific people or types of people– They make a great impact

• To activate Partner Messages, contact LinkedIn team• Due to the system, your messages become exclusive and much more prone to

responses.

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Market Research• LinkedIn’s Insights act as a means of Market Research

– Long term and Short term– Data intended to be compared to actual product sales

• LinkedIn’s Insights data and analytics can be used to examine responses to certain products and certain styles of presentation– For example, are users responding more to web links than to videos or

vise versa?– What kins of messages are getting more comments than others?– Which products are selling well and which ones are not?

• Customer interaction is also highly recommended

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5. Interaction Tools• The internet has changed traditional • People can access more information and easier• Facebook, MySpace, and Twitter, as social networking sites,

helped revolutionize business • “Modern Business” demands a face for the company• Modern consumers want to feel that their voice matters and real

people run the companies they work with

This section will show you how to make this happen in LinkedIn

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LinkedIn GroupsLinkedIn groups can gather employees and fans together in one place

Setting up groups

Step 1• Create Logo for Group page.• Choose between “company/branded” group

or “interest” group• If you use “company/branded group” use the

same logo as your company• If you choose “interest group” pick a logo

relating to the nature of the group

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LinkedIn Groups Step 2• Enter group name• Choose what type it is

Step 3• Write quick summary of

group (remember SEO)

Step 4• Write quick summary of

group• (remember SEO)

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LinkedIn Groups Step 5• Enter website and email

Step 6• Determine the access of

your group. • An open group encourages

more people to join and network

• A closed group filters the type of people you wish to join the group

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LinkedIn Groups

Step 7• Enter the language of the

group to add a useful filter

• The location option is only useful if you plan bringing people together

• By linking to a twitter account, you can carry on a conversation with tweets

• Sign the agreement and click “Create a group”

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There are two main themes for groupsTo find out which group to choose, ask yourself, “Do you want group members to

know this group is run by your company?”

• A Branded Group is open about its company and intent. • People can discuss your products and services.

• Interest Groups can discuss a wider subject other than your company• You can use the group to gather feedback without overtly promoting your

group• Users may feel betrayed if they later find out you run the group and it is

used as a promotional machine.

Branded vs. Interest Groups

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Setting up a group is half the battleIf you don’t work on a group, it will die.

• Share• Click on “Share” option on right hand side of your group page• You will get 4 basic Option

• Share on LinkedIn• Share on Twitter• Share on Facebook• Invite others

• Inviting others to your group will help get the momentum going

Keeping Groups Active

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• Discussion• Starting a discussion to interact with fans and group members• This could be used as a press release• This could be used to gather feedback• Use SEO keywords and basic, clear description when setting up the discussion• What is the goal about the discussion?• Is your discussion question interesting? Will it attract people?• It is possible to attach links to discussions


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• Polls• Can ask customers if they like a product or service• Can ask which products or services need upgrading


• Members• Who are your members and which are most active and why?

• Promotions• You can set up your promotions as a separate from you group, but still visable

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• Jobs• You can create job discussions. • Layout is same as general discussion section, but you can identify positions

you are interested in.• Informal applications


• More• Check the activity on your site. Does it look good to you? Is it well targeted?• Check the settings to make sure the group is organized• Start a subgroup within your group• Check out the group’s profile. Is it attractive?• Look at the group’s statistics

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Create a company page Fill in your company details Remember your SEO Backlink to your company website Create a LinkedIn like button on your homepage Ask connections to become fans Add employees to your company list Create product pages Post jobs on your company careers page Ask staff and connections for recommendations Regularly update your page Create tailor made adverts for your products and services Create Events fro product launches Network with likeminded people and companies Answer questions on the linked in Answers page Create a group Invite your connections to become members Create new discussions and polls Use your group for market research Reward active group members

6. Your Checklist