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LinkedIn For Lead GenerationPutting the oldest social network to work for your business.Feb. 29, 2016
1-(800)-LOUDOUN biz.loudoun.gov
1-(800)-LOUDOUN biz.loudoun.gov
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!’
“ ”
1-(800)-LOUDOUN biz.loudoun.gov
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
1-(800)-LOUDOUN biz.loudoun.gov
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
1-(800)-LOUDOUN biz.loudoun.gov
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
1-(800)-LOUDOUN biz.loudoun.gov
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
1-(800)-LOUDOUN biz.loudoun.gov
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!
1-(800)-LOUDOUN biz.loudoun.gov
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?
1-(800)-LOUDOUN biz.loudoun.gov
THANK YOU
Brian Tinsman, Digital Properties Mgr. of Loudoun Economic [email protected]
703-975-1729http://biz.loudoun.gov
