Driving Results Through LinkedIn

About Tony Guarnaccia

About Big Fish

• Great Companies of all sizes • Market Exclusivity • Leverage Big Brand Experience • Greatest Digital Marketing System in the World!

Our Mission is to Grow Market Leaders

And Drive Positive Change

Agenda:

Why you need to pay attention to LinkedIn

How to get found and grow your business on LinkedIn

The Important Headshot not MugShot!

How to engage though LinkedIn groups

Expanding your presence for even greater results

The First In-Person Impression

Key Takeaways and audience questions

Why LinkedIn?

Best Social Network for Leads

complete Your personal profile!

Strong headline

Professional picture

Publish content of your own

Use keywords you want to identify with

Connect with as many people as possible

Optimize Your Profile

Leveraging Keywords

• Research Top 10 Keywords

• Study Competitors • Include keywords in

Position, Summary, Specialties, Education and Skills & Expertise

Enhance Your Profile with Media

• Welcome Videos • Commercials • Explainer Videos • Presentations • Research Studies • Books • Magazine Articles

Adding Media to Your Profile

Profile Checklist

• BENEFITS / RESULTS Headline • Relevant past positions listed • Recommendations • Clear Call-To-Action • Use Unicode symbols • SlideShare and YouTube • Add Websites

People search LinkedIn for Experts

Online Visibility & Website Traffic

In search (Google), LinkedIn has authority

Piggyback on LinkedIn’s success

Who’s Viewed Your Profile?

• Consistently check • Already interested • Explore opportunities

and start conversations

Interpreting Your Head Shot

The Crop!

The Grainy Mug Shot

The Distance Shot!

The Logo!

Your “live” resume!

What message does your headshot send?

Yes!

Post regular updates

Appear in LinkedIn Network Updates

Stay top of mind

Position as a source of good info

Others take notice and connect

Benefits of posting regularly

Articles you’ve written

Company news

Industry news

Events, meetings, webinars, etc.

What kind of content to share?

Add the LinkedIn share button to browser

Publish on your website, then share

Include a catchy image

Include keywords

Tips for updating

Make LOTS Of Connections

Adding Contacts

Add your friends and colleagues to your 1st degree connections if you haven’t already.

– To do this, go to “Contacts” and then go to “Add Connections.”

– From there you should be able to sync LinkedIn with your email account to invite your personal contacts.

It’s a SOCIAL Network!

Make it a daily routine

Collect business cards from everyone

Connect with everyone you’ve worked with

Have all employees build LinkedIn profiles and connect

Accept all connection invites

Tips for adding connections

Make Personal Requests

Gary, It seems we are both in the “XXXX XXXX” industry. I came across your profile on LinkedIn and thought we might benefit from being connected. I hope business is going well for you. Thanks, Tony

Personal recommendations

Do great work!

Don’t force it

Recommend others

Build great products!

Tips for getting recommendations

Identifying Your Target

• Think through exactly who it is you want

to target. Who is your ideal customer or client?

• These answers are not good enough: – Everybody – Any type of business owner – Anybody in marketing

Questions You Need to Answer:

1. What are your target industries? 2. What geographical area are you targeting? 3. Are your prospects most likely to be hanging out in certain LinkedIn groups? 4. What company size is the right fit for you? 1 man shop? Only companies with more than 50 employees? It’s important that you determine the right range. 5. What types of position titles does your buyer usually hold? Come up with the top 10-15 positions that you target. Some examples:

a. President b. Marketing Manager c. Purchasing Coordinator d. CTO

6. What level of annual revenue do your best clients have?

Collections of people by interest, industry, etc.

Great place to make connections

Great place to find your target audience

Demonstrate your expertise

Why groups?

Which Groups do you want to join?

• Join 50 groups • Group directory • Top 3 targets • Hold your

PROSPECTS • Active communities

and growing

Connect with the people in the group

Answer questions

Start thoughtful discussions

Don’t spam!

Group tips

Be consistent

Searching Groups for Talent

• Identify groups where candidate would appear

• Search group membership based on your criteria.

• Reach out to via a direct message.

Prospecting in Groups

Step 1 – Reach out to the shared connection and ask permission to use their name.

Subject: Matthew Durgin Jill, I noticed that you’re connected to Matthew Durgin. I was going to reach out to him, do you mind if I mention your name? Thanks, and hope business is going well! Tony

Step 2 – Once you have permission, time to message the prospect!

Subject: Reaching Out Hi Matthew, I saw that we’re both connected to Jill and wanted to reach out. Jill and I have known each other for some time and I’ve really valued the networking we’ve done over the years. I told her I’d be reaching out to you, and he thought it would be a good connection. It would be great to chat some time and learn more about your business. Do you have any time next Wednesday or Thursday? Thanks! Tony

InMail To Reach Out To People

Introductions

Advertising

Simple and fast

Great targeting

Huge exposure to otherwise hard to reach people

Affordable

Advertising Benefits

Title

Company

Location

Groups

Targeting Your Message

Always split-test your ads

Get really targeted

Test totally different images

Test different ad formats (video!)

Advertising Strategies

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