LinkedIn Innovation and Integration
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This document provides an overview of holistic integration with LinkedIn for social selling purposes. It discusses key concepts like social selling, holistic approaches, and the benefits of a holistic LinkedIn strategy. Specific guidance is provided on developing keywords, using profile elements effectively, mindful network expansion, managing endorsements, leveraging groups, and setting up a useful company page to integrate all "pieces" of the LinkedIn platform. The goal is to think holistically and strategically about how to establish an online personal or company brand through consistent use of LinkedIn's various features.
LinkedIn Innovation and Integration
- 1. Holistic Integration with LinkedIn™ Innovation Victoria Ipri CEO Ipri International
- 2. Today You Will Learn • • • • The meaning of “social selling” with LinkedIn Why "holistic" in relation to social selling How a holistic approach fosters integration Where your holistic strategy begins (Pulling together the „pieces‟ - profile, company page, groups, invitations) • Benefits of holistic integration for small biz • When to ask for help
- 3. About Me Former sales director (healthcare, e-learning) 2006: Began copywriting biz 2008: Incorporated SEO 2010: Earned Masters Advanced Internet Marketing, U. of San Francisco 2010: Authored LinkedIn For The Clueless 2012: Founded Ipri Philadelphia, emphasizing social selling 2013: Ipri International takes the stage!
- 4. Today’s Mission To see the trees, and then… create your own forest.
- 5. What is “Social Selling”? The best of both the social media and sales worlds, working harmoniously to: Engage prospects earlier in the decisionmaking process Maximize your time Augment current sales efforts
- 6. What is “Holistic”? • “emphasizing the organic or functional relation between parts and the whole” (dictionary.com) For This Discussion… • The holistic approach analyzes all key factors contributing to consistent sales excellence.
- 7. Challenges of Holistic Social Selling Small business owners… …put greater care into every sales step. …are creative; often dislike the „business‟ side of business. …often struggle to communicate product or service value. …often loathe „sales” („read: coercion‟). …reluctant to “toot their own horns”. …feel paralyzed by modern technology: “Can one mistake ruin me?”
- 8. Benefits of Holistic Social Selling • • • • • • • • • • • Set intentions, visualize the results Establish a brand with a soul Align communications with the brand Identify, consistently communicate unique value See customer service individually and from 40,000 feet Share stories of how your solutions benefitted others Allow others to talk about your excellent services Connect, share resources, exchange information, refer Educate the public (presentations, public speaking) Offer low-risk samples (added benefit: goodwill!) Develop a referral-generating strategy A delighted customer is your best sales tool!
- 9. 6 Pillars of Holistic Integration w/LinkedIn: Pulling the Pieces Together 1. Keywords: Think Headline, Summary, Endorsements, Job Descriptions 2. Effective Messaging: Free & simple branding moments 3. Intelligent Network Expansion: Apply “deep smarts” 4. Endorsements: Manage them, love them 5. Groups: Your secret branding weapon 6. The Company Page: People are paying attention
- 10. Key Takeaway: Selling the Brand YOU "LinkedIn is not primarily your online resume...If you are a salesperson, you must think of LinkedIn as a super-charged sales tool that can radically transform your business.” Brian Gainor, LinkedIn Enterprise Account Executive Who here is NOT a salesperson? If sales is not your business objective, then what is the point? “A business exists to create a customer.” Peter Drucker
- 11. Move The Needle
- 12. Keyword Activity Develop 5 new, strong keywords for use in creating your holistic branding strategy. • • • • • Log in to your LinkedIn account Check your Driving Keywords via WVMP chart Type a search word/phrase into main search field Click on the people symbol How many members are using this phrase? These are your competitors • Adjust as needed to increase page rank and visibility Move The Needle
- 13. See For Yourself… Move The Needle
- 14. More Keyword Proof… Move The Needle
- 15. Key Takeaway: Keywords & Your Profile It‟s all so much simpler than we think. • • • • • Keywords drive the LinkedIn engine People are members of LinkedIn Members type in keywords to find you If not you, they find your competitor You lose potential business Keywords Are An Essential Innovation to Ensure Holistic Integration
- 16. Elements of a Holistic LinkedIn Profile • • • • • Use Keywords: headline, summary, endorsements, job history Headline: A Snapshot Summary: The Brand You Endorsements: Rule of Reciprocity, Like/Know/Trust Factor Job Descriptions: Your value, your „deep smarts‟ Remember: …Easy on the resumespeak… …Include a call to action… …Contact Info…
- 17. Invite In, Message Out…Ho Hum… Are you missing out on free & simple Brand integration moments? • • • • • • • • • Sending invitations Accepting invitations Messaging group members Posting in groups Supporting group content Status updates Mentions Contacts/Birthdays Any type of content sharing Every message is an opportunity to positively promote yourself or your brand.
- 18. Start a Branding Fire! STOP using Standard LI Language! Yes, it‟s there for your convenience. But who ever built a strong brand on that? DROP the “shoulds”. “I should be using this tool”. “I should be accepting every invite.” I should be paying for a premium subscription.” Shoulds focus on failure and drain your energy. Instead, enjoy what you‟re doing well. ROLL out your likemindedness, your warmth, your intelligence …be human! Support others‟ efforts, invoke the Rule of Reciprocity, help where you can…but always with an eye to opening the door to new business. Holistic marketing takes patience and long-term vision. It’s not a race!
- 19. 4 Key Holistic Actions 1. 2. 3. 4. Mindful Network Growth Endorsements Groups The Company Page
- 20. 1. Mindful Network Growth It‟s About Quality, Not Quantity. -- Select 3-5 Focus Niches. -- Accept only those invites that fit your goals. -- View invites as targets/prospects. -- Follow up, just like a sales call. -- IMMEDIATELY support him/her. Endorsements? Mentions? --Don‟t ask for anything! Info sharing only.
- 21. 2. Endorsements: Why You MUST {learn to} Love Them Truth #1: Recommendations are “old-school” in a world driven by micro-messaging, images and 6-second videos. Truth #2: Endorsements can be effective, if managed properly. Top Endorsement Management Tips • • • • • Be Astute: Grasp the power of “testimonials” (The 57% Rule) Don’t Dilute: Select 10 or fewer skills. Do Uproot: Delete slowly to avoid a big dip in position. Don’t Pollute: Going forward, ignore the irrelevant. Do Recruit: Ask for re-endorsements from those you know well. Learn More on Business2Community: http://bit.ly/14DyZUU
- 22. 3. Groups: Your Secret Branding Weapon If your local newspaper offered you a free full page ad, would you turn them down? Then Why Ignore Groups? • • • • • • • • Make contact with a broad range of likeminded people Increase your opportunities by meeting new people Learn from others, especially experts Bounce ideas off others Do market research Showcase your knowledge with original content Improve your status as a thought leader Curate great content for use elsewhere Challenge: Where Else Can You Get ALL of These Benefits for FREE?
- 23. Key Takeaway: Groups • Can join up to 50, not counting subgroups Great for heavy networking • • • • • • Maintain 5-10 of the best Size does NOT matter Read the rules to avoid SWAM‟ing Don‟t sell! Support others Concentrate on connecting at 1st level
- 24. 4. The Company Page: Yes, You Need One! Recent LinkedIn study: 50% of members are more likely to purchase from a business with whom they engage(d) on the site. Company page features: • • • • • A small logo Good content space Landscape-style image (better branding & design appeal) Right-hand navigation features your products, services, & job openings Two featured product spaces on right side with an image, brief description, & link to “More Products” • Basic information about your business • A better news stream to ensure your content finds the right LinkedIn members
- 25. Key Takeaway: Company Pages 1. Use keywords. Companies get found via search — so think about SEO/keywords when creating your page. 2. Socialize. Post status updates, gain followers, and share content to engage prospects, customers, share industry expertise, and establish thought leadership 3. Think locally. For service providers, most customers are local, so include your location — (up to five) — to ensure your business pops up in ZIP code searches. (But not if you work from home!) 4. Add banner images. Banner image options exist for each section of the company profile, including three photos on your products page. Use them to liven up your presence and tell your story. The home page banner cannot be clickable, but all others can be! 5. Remember to add your logo. You‟ll need a standard logo for the profile page and a square logo to serve as your icon attached to status updates.
- 26. Where to Get More Help Connect with me on LinkedIn: www.linkedin.com/in/victoriaipri Follow me on Twitter: @VictoriaIpri Preorder LinkedIn For The Clueless: (Newly revised!) www.linkedinfortheclueless.com LinkedIn Training Programs: www.getlinkedintraining.com Group Webinars & On-Site Team Training Available
- 27. Thank You! Learn more at www.onlinemarketinginstitute.org