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“LinkedIn for your business"
Creating a Company Page, Showcase Pages and building
your reputation via Groups
Sponsored by: Waterloo Region Small Business Resource Center
Presented by: Gordon Diver & Kelly Craft

About Gordon
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62 2
Principal at Diverse Achievements, focus on Micro, For Purpose and Solo Entrepreneur companies.
Helping these organizations level the playing field with overall business strategies primarily in Marketing,
Social Media training/execution, CRM business processes.
What we’re not - social media ‘gurus’. I’m an experienced business strategist, having been a worker bee, a
manager and a solo entrepreneur.
Digital Strategist at AptiSense (Kelly Craft, Founder) focuses on primarily the SMB
markets. Helping these organizations build effective strategies, then use proven tactics
and business processes to reach their goals as “Social Business” leaders in their
industries. We focus on CRM, Social, Digital Marketing and more.
We occupy the middle ground:
We’re tacticians as well.
Image: diverseachievements.com

Demonstrated Power of LinkedIn
A survey by Ardath Albee and Jill Konrath
discovered (sample 3,100 sellers):
• LinkedIn contributes opportunities (4.9%
lots, 39.4% several).
• 61.4% of respondents were able to initiate
offline conversations.
• Most valuable activities, sharing relevant
content and showcasing personal expertise.
• Biggest concerns; Not knowing how to use it
(58.0%) and not having time to learn
(41.2%).

What we’ll cover
• The Basics
• The new LinkedIn Company
Pages
• Deeper look at the Search
abilities within LinkedIn
• How to effectively use LinkedIn
to add to your network, using
groups.
• LinkedIn Etiquette

The Basics – Your Profile
1
2
3
4
5
Keys to a proper Profile:
1. First and foremost, complete your
entire profile.
2. Claim your name “URL”
3. Avoid rewriting your resume,
instead focus on key stories that
reflect your skills that your
prospects and connections will
need to know.
4. Take advantage of the “Summary”
area to demonstrate your
services.
5. Use a professional photo

If you’re just starting out: Go here
The Basics – Contact Information
Know how you want your
connections to be able to contact
you. There are lots of opportunities
for them to reach you. Choose
wisely.
You can protect who sees want on
your profile in your settings.
You can connect up to 3 web
addresses, all can point to one site.
For ex, Blog, Services and FAQ

The Basics – Build your Network
Now that you’ve built your profile, it’s
time to make connections.
You’ll note that folks have taken two
tactics for the most part being an
Open Networker (LION) or being a
Trusted Networker.
There is a third more valuable way,
choose the middle and be strategic
about who you connect with.
Your success will depend on how
much you give, as much as you get.

The Basics – How to add contacts
LinkedIn is a great way to stay in touch with professionals you know.
You may not work with them today, but might be able to help them or they
you in the near future – it’s your virtual rolodex.

LinkedIn – Company Page Before

LinkedIn – Company Page Current

Company Pages – Build Your Page
To Create a LinkedIn Company Page you must
meet these requirements:
 Be an employee of the company
 Your position is listed in your Experience
section
 You have a company email address
 Your company email domain is unique to your
business
 Your profile strength must be intermediate
 You have several connections already in
place.

Company Page – Build Step 1.
What you need to know:
• Profile Images: 100/60px
• Cover Photo: 646/220px
• Products/Services your going to
Showcase
• Images you’re going to use
• Content you’re going to share
• Who will be admins.

Information
What you’ll need to fill in:
 Company Language
 Name and type of
company
 Company Size
 Your company website
 Industry
 Operating Status
 Year founded and,
 Locations.
The company description is
critical, because Google ranks
company pages.

Company Page – Step 2

Company Page – Publish

Company Page – Status Updates Groups

Company Page – Let them know

Company Pages – Managing Your Page
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
18
What you can
do on your
company page.

Showcase Pages
A sub-page in your company
page, that will show up in
browser searches.
You can create up to 10
showcase pages for your
company.
You can use for products,
services, product launches, and
events.
Ensures that your followers will
get the relevant information that
they want and need and you
get more traffic and leads.
Appear on the right of your
company page.

Showcase Pages – Excellent Example

Showcase Page – Actual Page

Showcase Page – Examples of Update

LinkedIn Search

LinkedIn Save your Search

LinkedIn Search
Based on our search results, Scott might be
someone I’d like to connect with.
What should be the next step?

LinkedIn ReSearch

LinkedIn ReSearch – Get Introduced
You’ll see how you’re connected and who is the
best person to make a “warm’ introduction for
you.
What other way could I connect with Scott?

LinkedIn Contact Tags
Add tags to your connections based
on role, industry, how you know
them, etc. to make it easier to find
relevant people when needed
Send email thru
LinkedIn or your mail
provider

LinkedIn Groups
LinkedIn allows you to be a member
of 50 different groups.
Best practices suggest joining
industry, alumni, association groups of
interest and groups where your
prospective customers might be in.
When you join a group – it’s to be a
friendly and helpful contributor, by
starting and sharing in conversations.
It’s not about asking for business.

LinkedIn Getting the most from Groups
Ask questions that everyone can
benefit from
Don’t sell, be social. You’re goal is to
be of service to those in the group.
Be passionate but avoid dominating
the discussion. Be polite always.
No need to boast about your
accomplishments, if your sincere, the
others in the group will discover them.
Keep an open mind, even if you
disagree and thank others for their
contributions.
You‘re looking to be seen as a thought
leader, who is helpful and reliable.

What you see for Insights

LinkedIn Search Free vs Premium
Basic LinkedIn Account Premium LinkedIn Account
Full Profiles of 1st and 2nd degree Full Profiles of 1st and 2nd degrees
Profile Summaries of Third degree Full names of network and groups
A Maximum of 100 profiles Summaries for out of network profiles
Basic Search Filters Premium filters to refine
Extensive results – varies by category
To Pay or Not to Pay – that is the question!

LinkedIn Etiquette
Asking someone to connect – Please
write a personal message why
Recommendations and
Endorsements – only ask those who
can honestly do so.
Avoid “Cat pictures” and overly
personalized posts – it’s a
professional network; but your
humanity should shine through
Funny is ok – tasteless, not so good!
Use a good, clean professional photo
Share relevant and timely
information, that will be of interest to
your connections.

LinkedIn’s Greatest Pet Peeve
It’s about making it as easy
as possible for the person
you’d like to connect with
to say yes.
To succeed; be succinct, yet
personal.

How to add Rich Media

LinkedIn Case
In LinkedIn Sales Secrets Revealed, Jill Konrath
provides some excellent examples. Read how
Robbie Johnson of SPS Commerce landed a
$500k contract, 9 months after being told to
drop pursuing the company he eventually
worked with.
The secret to his success, effective networking
and the power of LinkedIn to identify the right
contacts. He was able to use LinkedIn to
determine who might be in a position to help
him get a “warm” introduction. By connecting
through groups, he built up a relationship with
the right – key person that he could help.

LinkedIn Resources
How to add a Company Page in LinkedIn
Building your Company Page – LinkedIn Small
Business Help
Posting a company status update LinkedIn
Marketing video
LinkedIn Company Pages – Inspiration for you.
Brands doing it well.
LinkedIn Company Pages – Best Practices – full
of videos and whitepapers to help you.
LinkedIn Groups – 10 Tips to get the most from
them via Globe and Mail Small Business

Housekeeping / Q&A
© 2014 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
Connect with us:
LinkedIn:
Gordon Diver
Twitter:
@gdiver62
LinkedIn:
Kelly Craft
Twitter:
@krcraft

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