Before jumping into the content, I would like to thank Liam Austin for giving me the green light of writing these 5 articles, one each week, based on his LinkedIn Success Summit. Of course, none of this will be achieved without the input of all the LinkedIn Experts involved. Thank you all for being awesome!
1. How LinkedIn can change your life
Dave Kerpen – Chairman of Likeable Media
The formula for successful blogging on LinkedIn
1. The headline is the single most valuable thing – 90% of time & attention
- Write the article to put in with the title – 10%;
- A promise + List attached
- Up worthy strategy – create an emotional connection – like this title
2. Find a compelling photo, attention-grabbing photo – Shutterstock
- The second most important after the headline
3. Write the post
- Keep it short and concise – 500-600 words
- Embed SlideShare presentation
- Embed YouTube videos
- Block Quotes to call out aspects of the article
4. Include 2 calls to actions at the end of the post:
1. Whatever you are selling, learn more, etc. – Become a lead
2. Call to action for comments – the more comments, the better it works on LinkedIn
- “What’s been your experience?”
- “What do you think of this?”
5. Share the post on your own social media channels – LinkedIn, Facebook and Twitter.
- Tap into other influencers
- Send it to people that you know
How to meet just about anyone?
- Find a mutual connection with your dream client/ mentor
- You can’t be afraid to ask for an introduction
- Add value to them first
- LinkedIn is similar to networking in real life
- Don’t sell to people right away, get to know people, see how you can help them
- Get noticed by a person = Sharing his/her posts, endorse them, create an unsolicited recommendation
2. How a small business can benefit from LinkedIn
Mark White – Founder, LinkedIn Training
- LinkedIn – One of the many tools – part of the marketing & sales mix
- It’s about the targeting on LinkedIn
LinkedIn is like a big room – find the people, introduce yourself, talk directly with them or get introduced by someone you know that knows them;
- Poor on-time, poor on money – go in a target
- What is the strategy for LinkedIn? What do you want to achieve?
- Profile – present yourself in the right way
- Whom do I want to talk to? – Listen, research, find and engage
Small Business Industries that need to be on LinkedIn:
- B2B businesses
- Where your pain points are?
- Could you introduce me? – Using the client’s contacts to get better
Steps to get started on LinkedIn:
What is the strategy? What is the successful outcome?
Your own profile:
- Communicates to best attract potential clients in the right way
- The professional headline – something that attracts attention
- The professional banner
- Whom do we want to talk to:
- Get the first level around you, real people
- Build up your portfolio
- Find the right groups
- Always have a Call To Action in your profile
Push marketing, One-to-one, paid marketing
- Content strategy – Attract, Hold & Call to Action
- LinkedIn is rented space – use the platform & get people to your website/ face to face/ phone/ email
- Social Selling is a process. It is not going to be substituted by LinkedIn, but rather it will help with the actual sales process
- For most people – discover what you can do with your free account before upgrading. Make use of banners, advanced search and finding the right people.
- LinkedIn can deliver speed & power in reaching the right people in large quantity
- Plan your activity, set your foundations – your profile & tap into the word of mouth on LinkedIn
3. Go beyond brand awareness and reach with a Linkedin strategy
- What is the reasoning with sending new connection requests?
- How many of your connections are your potential buyers?
1. Social Media Presence
- Is your profile is it a CV or Case-study Marketing tool?
- What kind of content will you be creating & sharing
- Focus on your profile page
- Resource/ Your thoughts on the resource/ Creating content = 80% (own) – 20%(other)
- The underdog approach, the challenger stance – try to become that brand, add influence, inside into the expertise with proof
3. Intelligent prospecting
- Who is your target audience? Think in terms of industry, positions, etc.
- Focus on key decision-makers – high levels prospecting
- It’s not about quantity, but more about the quality connections
- “How many targeted leads can I connect with?”
4. Community building & engagement strategy
- Quality connections, not quantity; It’s all about building relationships
- Reach out to your current and past clients to add to your group
- Add content in the group and make it bigger than 100 to start adding new people
- Keep the group very targeted, make sure that the people inside get into that criteria
- Focus on the quality of the members, not so much on the comments
5. Lead generation & lead engagement strategy
- How are you going to get them to talk to you offline?
- What are their challenges right now?
- Provide them with valuable content
Timeframe after applying the strategies
- Month or two – website traffic increase
- Three to four months – prospects turning into clients
- Tell your story
- Focus on relationship building instead of the sales game
- Use the underdog approach to create an article to challenge one/ many of your industry’s leading companies/ people
- What is a success on LinkedIn? Good quality connections, interested prospects and clients, instead of focusing on vanity metrics – likes, shares.
4. Profit from your personality
- Personality doesn’t have to be big or funny
- It needs to encapsulate the message and offering you have to give to the world – simple or serious
- 3 Ls = Locatability, Likability, and Aliveness
- Photo – show your personality; Branded photography – three words that describe me, after that the photographer did the photoshoot
- Title – more keywords or something about the personality
- Summary – first-person writing; know & speak directly to your audience
- Think of 3 peak moments in your life/ business, write the stories – pull out the common threads out of those stories
- What do you want people to know when reading your profile?
- Ask what adjectives your best customer will describe you/ your company
- How would you describe what you/ your company do to a 5-year-old?
- Write articles not only on the topic of interest/ work you are focused on, open up to who you are as a person
- Build relationships in person
- Respond to comments & questions to your audience
- Send helpful tips after the connection, send something for free
- Be human
5. How to leverage LinkedIn to drive thought leadership
JD Gershbein – CEO, Owlish Communications
3 Pieces of the Thought Leadership Movement:
- Brand Storytelling
- Content Marketing
- Community Management
Why thought leadership is important?
Build a personal brand = impact & reach of the LinkedIn profile page
How do you manage conversations? (Keeping plates spinning is the challenge today, especially in B2B)
- This is how we nurture leads
- People are more real than in any other network
How do we start driving thought leadership through LinkedIn?
You have to come to the desired outcome in mind (Value proposition)
- Don’t just think about LinkedIn as your resume
- Imagine yourself as a thought leader
- Whom people will be collaborating with
How do you keep people scrolling down on your page?
- Engaging with a community with deep conversation
- You have to be on LinkedIn every day
- Thought leadership is an ongoing process; Intention has to equal results
- Building relationships – leverage conversation & give value
“You can’t leverage what you can’t build”
What prevents people from being successful on LinkedIn?
- What do you want to accomplish?
- Not having a commitment to excellence
- Not catering to the needs of your economic buyers, your potential buyers, strategic alliances
3 Pillars on LinkedIn – Marketing, Connecting & Learning
- Pull the conversations in the real world
- People resonate with stories
- How we present ourselves, the people we surround ourselves and how we interact?
6. How to ensure more visibility, amplification, and business with LinkedIn Groups
- Mobile app for LinkedIn Groups (Not available anymore)
- Focused relationship – the best use of the time, but with the highest conversion
- Real-time, real-life engagement
- Groups can take a lot of time to nurture it
- It’s another thing you need to manage on LinkedIn
- It’s a good place to mine for content
- All groups are closed now, the search is gone
- There is a potential for big companies to fully use groups
- Take the conversation offline
- Check out the discover tab
- Check out the highlights
7. How to set and accomplish goals for LinkedIn success
- Leverage the platforms you can use – Itunes, Facebook, LinkedIn
- There is no magic bullet for success
- Successful people know how to set and accomplish goals
- Keep the congruency in all your social media accounts – decide who you are and double down on your personality
How to set up goals
- Set up the S.M.A.R.T. goal – Specific, Measurable, Attainable, Relevant, Time-bound
- Accountability – 10 x 10-day sprints – break it down into steps, reflect on every 25 days
- Cut out the distractions – do it in power block – 4 hours for example
- Think about the niche and what you want to be an authority for
- Your will be coming with a plan – create content (articles), reaching out to other people (influencers) in the niche
- Connect with LinkedIn influencers and provide value to whomever you can connect with