Building Your Business
through
LinkedIn
Carol O’Kelly
• Launched Esat Telecom
• Launched Baltimore Technologies
• Moved to DotCom-Land in US
• Strategy Director for Intel
• Launched Redstorm
• Launched LinkedIn Maximiser
• Ex Pro Sailor, Swimmer, Triathlete
What Do We Do?
Build and Develop SMEs Through:
• Marketing Strategy
• Results Driven Social Media
• LinkedIn Development & Training
• Web Development
• Business Development Coaching
Core Concepts for LinkedIn
• Who am I?
• What Business am I in?
• Who are my target customers?
• What do I offer each group?
• How am I different?
3 Step SM Marketing Program
• Create SMM strategy that defines your audience and
marketing goals
• Implement tactics on multiple social media channels
that set out to deliver on achieving results aimed at the
above strategy
• Measure your efforts
LinkedIn Marketing Principles
• Not a One Way Conversation
• Create Content - Engage & Build Tribes
• Build Long Lasting Marketing Foundations
• Publish to multiple platforms - core content residing on
your web/blog
• Create compelling “Multi-Media” Content Youtube, Slideshare, Podcasts, Facebook, Google+,
Pinterest, Instagram
• Sharing Buttons
LinkedIn Goals
• Umbrella Goals
• Campaign Goals
• Personal Goals
Always SMART Goals!
LinkedIn Goals
• Attract New Customers
• Create Referral Partnerships
• Attract Affiliates
• Position as a Thought Leader
• Become the Go-To Person
• Share Information on Products/Services
• Publicise an Event
Measure, Measure, Measure!
Quantitative:
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Total Connections
New Invitations
Personal Profile/Company Page Views
Search Results
Company Followers
Update Click-throughs (Bitly)
Measure, Measure, Measure!
Qualitative:
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Inbox Activity
Requests for Business
Signal Keyword Mentions
Likes & Comments on Updates
Recommendations
LinkedIn Tour
Companies Don’t Give You Business
People Do!
Personal Profile
• Photo
• Headline
• Position – now + 2 past
• Education
• Customised Websites
• Twitter Profile
• Vanity URL
• Make it Public
Key Words
What are people actually
searching for when you want
them to find you?
www.LinkedIn.com/Skills
Headlines
Personal Summary Section
• Differentiating Factors – Why You?
• Who You Serve – What Problem you solve
• How You Help Your Clients – WIIFM?
• Lots of Key Words + Calls to Action
• Stay Away from Industry Jargon
• Add Sections
• Make it Public
• Specialities Section – USE IT!
Adding Positions
• Title Field – 100 Characters
Most Heavily Weighted Search Field
i.e. CEO Redstorm
Vs
CEO / Marketing Strategy / Social Media Marketing /
Branding / Digital Strategy
• Description
Why Hire Us? What Problem do we solve?
Strong Call to Action
Specialities/Interests
1000 characters of Key Word Heaven!
Personalise It
Brand Yourself
• Advertise your Profile on Your Email Signature
• Use LinkedIn Plug-ins on Your Website
• Utilise Network Updates
• Share Your Twitter Feed
• Create or Join a LinkedIn Group
• Work Your (Targeted) Company Page
Company Pages
• Companies Page - Add a Company
• Welcome Message & Description, Industry, Location
• Post Company Status Updates – Target
• Products/Services – Keyword/Value Rich - Target
• Liquid Content – Video, Podcasts, Slideshare
• Delete a Page/ Change the Name – LinkedIn Internal
Build Your Network
• Search Your Email, Colleagues, Classmates
• Browse Networks of Your 1st Degree Network –
Connect with Personalised Message
• Use “Advanced Search”
• Join Groups That Your Target Market Joins
• Save Your People Searches & Create “An Alert”
• Follow Your Network’s Updates & Contacts’ Interactions
Groups
LinkedIn Signal
• News – Signal
• Works Like Twitter #
• Search Engine on Connections’ Updates
• Keep in Mind – Update Keywords
LinkedIn Tools
• Blog Link
• Summary File/http uploads
• SlideShare
• LinkedIn Groups & Discussions
• LinkedIn Advanced Searches
• Network Updates
• Send Mass Emails
Lead Generation on LinkedIn
• Get Active in Groups
• Use Landing Pages in Updates – Bring them home, CTA
• Promote Company Status Updates
• Promote Product/Service Updates
• Think of Offers as Products
• Targeted Company Pages/Products/Services
• Engage
Tune Up in 6 Simple Steps:
• Revisit Your Goals
• Layer in Your Keywords
• Strip Out the Clutter
• Reintroduce Your Personality
• Take a Hard Look at Your Profile Photo
• Get Recommendations
• Get Involved!
Craft Your LinkedIn Strategy
• Touch up your profile at least x2/mth
• Join 25 Groups
• Get weekly digests for 5-10 Groups
• Spend 1 hr/wk involved in discussions of interest
• Send personalised connection invitations to people
you meet in discussions
• Ask connections if they would like to connect by phone
or Skype or for a coffee
• Every 3 months re-evaluate groups and digests
Finally
Thank You!
Carol O’Kelly
Redstorm Marketing
m: 087 2476600
e: [email protected]
Twitter.com/CarolOKelly
LinkedIn.com/in/CarolOKelly
Facebook.com/RedstormMarketing
www.redstorm.ie