LinkedIn for Business

[Video] How to get the Most out of LinkedIn for Business – Webinar Recording

Here is the video recording and transcript of the recent Webinar on LinkedIn we hosted with our special guest presenter, Toby Jenkins of Bluewire Media. Due to technical issues the first minute of this recording has been missed.

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Toby:

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It also shows things like his recommendations immediately. It also shows Adam’s presentations and that kind of thing too. That’s completing your profile. The other thing that LinkedIn will allow you to do that is really useful again as a way of demonstrating your expertise and authority around a particular topic, it will allow you to share things like slides and eBooks and presentations that you’ve done and blog posts as well.

In this particular slide; I’ll grab my highlighter again; in this particular slide we’ve got the eBook over here which we published as a business and that means that that’s included in Adam’s profile so people can get a real feel. Here’s a blog post that he’s done, why email punches a hundred times above social media. Here’s another presentation that he’s given, the truth about social media for business, and a master class on marketing and capitalizing on social media.

All of these things help to lend Adam’s profile credibility. That’s a really important piece of the puzzle. Hopefully as you go through this process for yourself you can really ramp up and make your profile much more interesting than just being a work history or an education history. It gives it a bit more meat, I guess would be the best way of looking at it.

The other piece of LinkedIn is that like all social media this is a really important principle, which is lead with generosity. I can’t highlight this enough. What you’ll see up here is that Adam has received eighteen recommendations from people and he’s given nineteen. The thing is that when you lead with generosity, if you consider any relationship that you have, whether online or offline, leading with generosity is a really important piece of the puzzle.

You can add value to others first and by doing so you get to build a relationship with them. If you’re always asking, asking, asking; and I’m sure you’ve been in those situations where someone is always asking favors of you as opposed to people offering to help you out with something, they’re two very different approaches.

Leading with generosity by giving recommendations means that you’re much more likely to receive recommendations as well. There’s a couple of recommendations from Adam speaking and presenting that people have given him.

The other thing with this is that because it gets associated with a real person, so Marty Wilson in this instance or Tony Hollingsworth in this instance, because that lends it more credibility because this particular person can; if I was looking at Adam’s profile for the first time I could go and have a look at Tony and say okay, what’s he about, or wow, he actually looks as though he knows what he’s talking about and he has some credibility.

It just gives; that like a testimonial with the name and contact details; it gives it that real substance that otherwise it would be easy to fake this stuff, but when it’s written and it’s linked to a public profile, then that gives it that substance that people tend to trust more as well.

I’m sure, again, we’ve all had those instances where the resume looks glowing, looks amazing, and do you actually want to be a part of it, but then you go to talk to the person and it doesn’t necessarily match up. In those instances, because it’s linked to a public profile, then you’re much more likely to trust it. That’s that concept of leading with generosity and it’s really important.

The other thing is thank you can be a good strategy to build your network as well. You can see on LinkedIn who has viewed your profile and over time that can be a great tool for reaching out to people if you feel as though there’s; if someone has come to view your profile; okay, if nine people have viewed my profile, maybe let’s go and find out who they are. LinkedIn will allow you to see that.

Obviously you could pay for the privilege. This is all free on the free version of LinkedIn and there’s obviously LinkedIn Premium, but we won’t go into that today because for the vast majority of people LinkedIn, the free version, is okay and more than enough in fact.

The profile allows you to see who’s been looking and then you can potentially reach out to them and say hey, thanks for looking at my profile. Is there anything I can help you with? Whilst that might sound a little bit creepy, I think everybody has that access to that functionality and so therefore it’s a bit more accepted I guess by people using LinkedIn.

The next piece of the puzzle is that LinkedIn is a great tool for outreach. It really allows you to reach out to people who you would like to get in touch with. This is a great example of someone looking to connect. There’s probably two contrasting examples here. There’s Anneliz Hannon here, who has reached out to Adam and said hi, Adam, enjoying all the templates you offer on your site; simple and very useful; thanks.

Instantly that shows that this person has taken the time to actually reach out to Adam, has considered what he’s about, has actually seen the templates and enjoyed them and wants to reach out, and therefore is a much more personal connection; whereas Simona Varga; since you are a person I trust, I wanted to invite you to join my network on LinkedIn down here. Really, who knows? Is that; there’s no real context for it. There’s not that personalization. The personal touch is really important if you want to make the most of the connecting and the outreach process on LinkedIn.

Here’s an example of Adam reaching out. That was one contact that reached out to him. Here’s an example of Adam reaching out to Erica Benton where he has personalized; again, personalized the introduction in terms of reaching out to write a guest blog post for O-Desk. He’s found them, he’s had a chat about them; chat with them, sorry; and then he’s trying to offer value with the reach out process. That’s such an important piece of the puzzle. He’s demonstrating with the odd blog about “I’ve blogged about O-Desk in the past too” that he’s already done it.

Because he’s asking for something, then giving the reasons why is really important. That’s a great example of how you might like to approach a reach out situation if you’re looking to do business or sales or generate leads from LinkedIn, which I’m sure a lot of you are.

Events is a really cool example too. I really like Events. What you can do in terms of using LinkedIn is that you can use LinkedIn; one of the things people often talk about is they go to Events and then they connect with people afterwards, but what LinkedIn allows you to do as well is that if you know the list of people who are attending an event, and often people publish the lists of people that are attending events.

If you’re familiar with EventBrite software as an event ticketing system, then you can use; EventBrite often shares the list of other attendees. You can go and find out who they are beforehand and reach out to them to build the connection and be strategic about what you’re doing at the event. Often the best part of an event is the networking and the connections you make.

I wanted to give you a quick example of how we used LinkedIn in that event scenario and you might be a little surprised to see Tim Tams and Bundy Rum, the Queensland cocktail up on the slides here, but the reason I say this is we went to Inbound Marketing 2012, which was over in Boston and there were a whole bunch of people; contacts who we really wanted to reach out to and get in touch with. LinkedIn really helped that process to do that beforehand.

What we were able to do was we loaded up on the legal limit of Bundy Rum at Brisbane Airport before we flew out and we also covered the legal limit of Tim Tams as well and we had about a dozen of each, packed them in our bags and off we went to this conference. At the conference then we were able to take these as thank you gifts to these people who we were really hoping to connect with, who we had already connected with on social media, LinkedIn and Twitter, following emails, newsletters; all of that kind of thing.

Ultimately we were able to; often we were able to interview them, which was great content for our website and also really interesting and a great way of learning. Ultimately these people; many of them became endorsers of our book, so web marketing works. A really important piece of the marketing process for the book was to get endorsements from these people who had great contacts, great networks, great communities, who might be willing to promote the book within their communities. Bundy and Tim Tams went a long way to forming and building those relationships and making those relationships memorable as opposed to just being another person who came up and said hi at the end of the conference, taking the Tim Tams and the Bundy was a really important piece of that puzzle.

We’ll get back to LinkedIn because that’s what we’re here about. We’ve just got a couple more slides to go. I’m conscious of time and I just want to make sure that we have time for the questions at the end. In terms of styles, LinkedIn is a really powerful tool because what you can do is in the Events search section is you can use key words as you’ll see here on the left; key words like marketing, second degree connections; the title needs to include marketing and the post code is 4000, so in Brisbane what we’ve got there is a list of people who have mentioned marketing in their profiles. Their title includes the word marketing. Therefore, around Brisbane and within an 80 kilometer radius of Brisbane; it means you can be really specific about generating a list of people who you might like to get in touch with.

That becomes a really powerful tool for finding leads, for qualifying leads, and to be really clear as to what it is that you’re trying to; and the people that you really want to get in touch with. Using that search functionality, the advance search, you might like to look through your first connections, your second connections or even group members if you’re a member of a group. You may even be looking specifically for particular companies and contacts within companies.
That to me, because you can be so specific around what you search for, gives you an incredible advantage in terms of being able to know who you’re talking to, how you might frame your conversation and your approach to those people as well. I really recommend when it comes to your sales and your lead generation processes, LinkedIn is a hugely powerful tool to help you with that too.

What you get then is; Andy Lark; in terms of looking for aspirational contacts and clients as well, you get that opportunity to find them, you can easily get to see how close they are to your own network, and then you also get to see who are the ten connections between you and Andy Lark and how well do you know these people.

In Adam’s instance, there are ten connections or something who might, depending on Adam’s relationship with each of them; might be able to introduce you to Andy Lark as the chief marketing and online officer of Commonwealth Bank. That’s an incredibly powerful piece of knowledge to have, is how could I get introduced to this person. If you’re into lead generation and the sales process, then I really encourage you to use that.

Finally, you can create company profiles as well, including products. There’s been numbers of people who have looked at it, a handful have downloaded it, so that’s another great example. I’ll just keep moving so we’ve got some time for questions.

The other way you can use it is with groups. You can identify which groups are marketing leaders in Australia. You can actually see and plan discussions and share your content through those groups which is, again, a great way of professional networking. There’s LinkedIn Today, which is another way of; if you’ve got really interesting content, then you can submit that content to LinkedIn Today and you may well show up in everyone’s news page. If you write a great piece and they like what you’ve got to say then LinkedIn Today is another great way of doing it and getting your content and sharing your expertise with the world.
This leads us to our templates. We have a ton of them on our website, thirty-three at least. We’ve got free eBooks and social media and premium courses as well. I’ll actually get Ben to email these resources out to everyone as a part of the followup process and I’ll give you the links too. Actually, I’ll jump into those links now. Here’s the links.

If you want to download it, thirty-three free marketing templates, then the LinkedIn five minute marketing plan included in those thirty-three free templates, you can just go to that URL www.bluewiremedia.com.au/book and The Social Media That Works Online course if you’re looking for more meat, that’s a premium paid course and that will give you access to LinkedIn, Facebook, Twitter; a whole bunch of your social media strategy guidelines.

Anyway, that’s another conversation, or you can visit that link and I’ll get Ben to send that link out included as well. Ben, we might throw back then for a couple of questions before time runs out. Give me one second and I’ll just get access to you. So, Ben …

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Ben:

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All right. Thank you, Toby.

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Toby:

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Have we got a few questions there?

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Ben:

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We’ve had a couple of questions come through. If anybody does have any questions or any follow up that they’d like to touch on now, please type it into that chat window. You can find the chat window by pressing on the chat button, which is either at the bottom or the top of your webinar window there, based on how you’ve got it set up. We are plowing through this content, obviously, with a short thirty minute webinar. There’s so much we could deep dive into.

One quick question we’ve got, Toby, how important is it to join groups within LinkedIn?

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Toby:

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That’s a great question. It’s an incredible opportunity I guess to get in touch with people who are interested in what you’re interested in. We’ve been talking about this with your businesses that; to take your content and to share it within that quasi-business group that you were talking about.

That specific one was on Facebook, Ben, as opposed to LinkedIn, but LinkedIn obviously has many groups as well. To get your expertise and participate in those discussions is a really important part of networking. Showing up to an event and standing in the corner and not talking to anyone is a bit like going onto LinkedIn and not participating in the group. Use the groups to your advantage and jump in and it’s a great way to get in touch with people who are passionate about the same such things as you are.

Ben, are you there? Okay, so Ben obviously …

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Ben:

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Thanks, Toby. I was automatically muted there. Just the last question that I’ll throw at you, and this is probably one for myself, if you were a professional out there in the industry, you might be an architect or an engineer or pick whatever your trade may be, and you were at the point where you needed to build up your own professional profile a little bit, what would be the first things that you would do in LinkedIn to get started on that? What’s some of the low hanging fruit?

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Toby:

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The low hanging fruit is to go through LinkedIn’s prompts and complete your profile. Your profile is really important, so go through and complete everything you can there. The second piece of the puzzle would be once you’ve completed your profile, then move into reaching out and building your network. You can do that finding who you already know on LinkedIn and making those contacts and connections.

The third piece of the puzzle is really about sharing interesting articles or pieces of content that you’re interested in, whether it’s blog posts or images or videos or TED Talks or what have you; sharing those. That way, you can start to interact with your community as opposed to just; as soon as you start to share, then that feeling of reciprocity kicks into effect and people will be inclined to get in touch and start to interact back with you as well.

That would be the first three. Complete your profile, connect with everyone who you need to connect with and who you know, and then thirdly begin that sharing process of interesting articles.

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Ben:

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So it sounds like the secret here is that you do need to use these platforms as a dialogue? It’s not simply a one-way publishing platform? You are looking to engage in a dialogue with other people within your networks or your target networks, whether you’re commenting on their posts or you’re encouraging then to comment on stuff that you post?

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Toby:

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Yeah. Absolutely. Yeah.

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Ben:

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Fantastic. All right. Toby, thank you very much. Folks, we will wrap it up there. Toby is available on email, Facebook, Twitter. He’s one of the most easily contactable people that I know.

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Toby:

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There’s my contact details. Thank you very much everyone for joining us today. I really appreciate your time and the questions too. Thank you.

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Ben:

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Thank you everybody. We will send an email out very shortly with the slide deck and some other resources up on the website for your reference a bit later on. All right, everybody, thank you so much. Have a great day.

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