Optimizing Your Personal and Company LinkedIn Pages

Optimizing Your Personal and Company LinkedIn Pages

Why is LinkedIn important?

• 4 out of 5 people on LinkedIn drive business decisions
• 59% of sales professionals count on LinkedIn to sell
• 89% of B2B marketers use LinkedIn for lead generation
• 303 Million Active Monthly Users

Optimizing Your LinkedIn Page

Take time to craft your profile – it is often the first impression

• Write it for your target audience
• Fill out every area and use all characters
• Write it for a person and for a computer – LinkedIn has search algorithms
• Review on desktop and mobile device

LinkedIn Profile Hit List

1. Photos – Pleasant and clear Profile Picture and Background Image
2. Headline – Descriptive and appealing
3. Contact Information – make it simple with email, website and phone number
4. About – Focus on the first 3 lines, describe how you can help your audience
5. Experience – Link company pages
6. Skills – Focus on top 3, but get as many as possible on there
7. Recommendations – Give and receive
    

Engaging Audiences with LinkedIn

Finding Your Leads: Utilize the search tool to find target audiences – define a potential customer

Refine search with all the filters

Tips – use personal information during search

• College
• Past Companies

Contacting your Leads

Identify a strategic target:

• Don't connect in this screen
• Click on the individual
• Learn more
• Customize your message ALWAYS, use
  • Hi
  • Have you met or not
  • Mention something about their profile or a recent item they posted
  • Let's connect
  • Closing – your name
• Do you have a contact in common? Can you ask for an introduction?

General Guidelines:

1. Connect: Make it all about them
2. Engage: Once connected, share how you can help them
3. Dialogue: Answer questions, share content, and then ask for a meeting

Posting Content

• The profile is for selling, but posts are for telling.
• Minimum once a week, ideally once a day.
• Posts drive profile views and ultimately engagement with targets.

Drafting an Effective Post

• Book time to engage on LinkedIn
• Like, comment, share
• When commenting use 5+ words – Algorithm
• Comment to build relationships
• Use reactions to differentiate yourself
• Tag people and companies in your post
• Use hashtags where appropriate

Sales Navigator?

You do not need Sales Navigator to effectively use LinkedIn.

Benefits of Sales Navigator

• Can send messages to those outside of your network (more than premium)
• More robust search engine
• Alerts - more easily monitor leads
• It stores leads separately; tracks activity
• Recommends leads based on your criteria/profile

To realize the benefits you must commit to using it daily - $780/annually
 

Maximizing your Company Page

Why?

• Share information about your company
• Position it as a thought leader
• Drive traffic to your website
• Attract leads and talent

How?

• Create a page (if you don't have one)
• Create a strategy – what to share
• Post at least once a week
• Comment/like as a member
• Reply to comments
• Invite connections
• Encourage employees to share
• Use the Analytics page to generate leads