How to Build your business with LinkedIn - Presented by Pete Sabine for the Zillow Academy

Build Your Business with

Sponsored by Zillow® Presented by Brad Andersohn and the Zillow Academy

How to build a solid LinkedIn foundation for your success

- How to optimize your LinkedIn Profile for maximum exposure

- How to use targeted keywords so anyone can find your Profile

- How to build an email database list of prospects

- The power of LinkedIn Groups to find, add and grow targeted connections

- Leveraging LinkedIn Recommendations

What’s new with LinkedIn?

• LinkedIn Publishing platform is becoming available to all LinkedIn members

• LinkedIn Company Pages upgrades

• Changes with LinkedIn Apps for your LinkedIn Profile

LinkedIn Publishing

Share your knowledge and expertise with over 277 million LinkedIn members

• Build your professional brand with long form posts

• When you publish a post on LinkedIn, your original content becomes part of your professional profile

• Your post is shared with your LinkedIn network with the potential to go

viral throughout the LinkedIn Community

• Post photos, images, videos and use Slideshare for your presentations

LinkedIn Publishing

LinkedIn will notify you when you are able to publish posts

Publishing tips…

• The more you post, the more credibility you build to strengthen

your professional profile

• The posts that are best received are no more than 3 paragraphs

• Upload photos, video, presentations and documents to add to

your content and showcase your expertise

Your profile is your business persona. Over 277 million users with

an average annual income of over $110k.

– Set up your LinkedIn profile using a resume’ format

– Optimize your profile – use strategic keywords and keyword placement to ensure top LinkedIn personal profile search ranking

– Optimize your company page using strategic keywords and keyword placement to ensure top LinkedIn company profile search ranking

– Use LinkedIn as a follow up tool to connect with others

and build your professional network

LinkedIn Forums & Networks

Set up your profile and use searchable keywords for top ranking

– Join LinkedIn groups and participate in group “discussions”

– Add your LinkedIn Connections to your LinkedIn Groups

– Post your client testimonials

– Post your Power Point presentations and video

Make your Public Profile visible to everyone

Customize your Public Profile URL

Fine tune your Profile settings

How to dominate your LinkedIn Profile ranking

How to get found on LinkedIn

How to optimize your LinkedIn Profile

Your Profile Header – use keywordsand include a web site URL

Use geographic keywords

Cut and paste saves a lot of time

Current Position – use local geographic keywords

Current Position - Use local geographic keywords with your specialty keywords

Your Profile Summary – use keywords

• Include your contact info

•What do you do?

• What problem do you solve?

• What solution do you offer?

• Add Rich Media…• Video• Slideshare

Add keywords to your Specialties

Experience – use local geographic keywords

Experience – list each specialty with a local area

Experience – list all of your service area locations-include each zip code

Add keywords to your Profile Interests

People search locally

Its about being found locally

People search by local zip codes

Customize your Website titles

Use “call to action” website titles

Customize your website titles

Add LinkedIn Certifications & Skills apps

LinkedIn changes for adding Apps to your Profile

LinkedIn Apps Replacement Shows Work Samples on Your Profile

LinkedIn Applications have been replaced with a new feature that lets you display samples of your work on your profile.

You can link to or upload images, presentations, videos, or documents.

If you had the SlideShare Presentations or Portfolio Display application…

• Content was moved to the Summary section of your profile

• Other third-party application content was not moved

Approved Providers & Content Types for Work Samples on Your Profile

Approved Image Providers:

• ow.ly• pikchur• somecards• twitgoo• twitpic• TwitrPix• Twitter• And many more image provider sources

Other content providers may also work, but all links must have a public URL


Approved Video Providers:

• YouTube

• Vimeo

• Viddler

• Animoto

• Any many more video sources


Approved Audio Providers:• AudioBoo• Band Camp• Free Music Archive• gogoyoko• Grooveshark• Hark• Huffduffer• Mixcloud• RadioReddit• Rdio• SoundCloud• Spotify• Zero


Approved Presentations and Document Types:

• Prezi

• Scribd

• SlideShare

File size not to exceed 100 MB

Use Slideshare for presentations

Slideshare – add documents

• PDF documents

• PowerPoint presentations

Slideshare – add video

Jetpack Wordpress Plugin

If you self-host your WordPress site…

• Enable auto posting to LinkedIn through the Jetpack Wordpress plugin from Automatic

If your site is on WordPress.com…

• Enable the Publicize setting for LinkedIn from your WordPress.com Dashboard

Your blog post feeds direct to your LinkedIn Profile newsfeed

Wordpress post to your LinkedIn Newsfeed

LinkedIn Company Pages

Make it easy for the right people to find your Company Page…

• Add SEO terms in the description

•Add SEO terms in Specialties section


Keep your Company Page fresh withrich cover images that reflect your company’s achievements, events and services


Every like, comment and share increases your reach.

Prompt your Page Followers to take action on your updates by askingthoughtful questions


Optimize your Company Page Update posts…

• Paste a link into the post box

• Then wait for the preview to appear

• Delete the link from the post box and type in your commentary (just like Facebook)


Target your Company Page Update posts…

Click on “Targeted Audience” option

Choose from:

• Company size• Industry• Function• Seniority• Geography


The Summary or “About Us” has been moved to the very bottom of the Overview Page.

LinkedIn Users will see your Company Page cover image first…

…then your Company Updates

…Users must scroll to the bottom to find the Company Page Summary


Looking to expand your Real Estate Team?

Find the best job candidates by showcasing your Company using a Careers Page

Use video to enhance the viewer experience to get to know you and your Company culture


Showcase Pages

For your specialty services or products…

• Create specific Showcase Pages with unique messaging

• Target specific LinkedIn audience segments

LinkedIn Company PagesShowcase Pages

The right sidebar highlights the names, job titles, companies and profile images of LinkedIn users in the visitor’s network who have recommended your specific product or service.

Recommendations and testimonials are prominently displayed on the page.

Embed videos to enhance the user experience or use a video testimonial.


Measure your Company Page Update performance…

# of impressions

# of clicks

# of shares

% of engagement


Company Pages have gone mobile

iPhone, iPad and Android apps


Target the right people to find your Company Page…

• Promote your Company Page through PPC LinkedIn Ad Campaigns

• Spread the word about your Company Page and your Product or Service Showcase Pages

Google ranks your LinkedIn Profile

Organic Google SEO ranking

Social media marketing funnel

The #1 goal of online marketing…

Connect online – build relationships offline

Export your LinkedIn Connections

Build your LinkedIn network

Create an email marketing campaign to build your network

Import your Outlook or Apple Mail contacts…

Then select the contacts to build your network

Seek people you already know…Gmail, Hotmail, Yahoo, Aol account

Find common ground to connect

Always include a personal note

Leverage your LinkedIn Connections to build your network

Manage your network with Tags

“Tag” your Connections for targeted sharing and database management

Seek Recommendations from your LinkedIn network

Seek LinkedIn Recommendations

The Law of Reciprocity

Recommend first, then receive

LinkedIn Groups

Join LinkedIn Groups

Adjust Group Digest email frequency

LinkedIn Groups - Discussions

Create your own LinkedIn Groups

Use Group email message templates

Use live links in your Group message templates

Power Sharing Updates to Your LinkedIn Groups

Post your questions on our Facebook page. Like the Page and Receive “LinkedIn Strategies to Build your Business”

Facebook.com/Marketing4MainStreet

Connect with Pete Sabine online…

LinkedIn.com/in/PeteSabine

Facebook.com/Marketing4MainStreet

YouTube.com/user/Marketing4MainStLinkedIn and Social Media training videos

@smm4MainStreet

[email protected]