How to win business on LinkedIn - IOD Seminar

LinkedIn to win new
business
by
Jonny Ross
w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21

What we will cover …
•
•
•
•

Social media as powerful search engines
Keywords – be found
Strategic LinkedIn – sales targeting
Blogs – to engage and for SEO

• … all to help you win

new business


Introductions
Jonny Ross
• Former optician
• Ran chain of opticians and ecommerce site
• Website, SEO, ecommerce


Keywords
What have you searched for on Google?
• Best Thai restaurant in Leeds
• Intellectual property lawyer, UK
• Ebook cover designer
All this could be new
business for you

Search Engine Optimisation
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular


On Site
•
•
•
•

Keywords
Content
Technical Aspect
Usability


Off site
•
•
•
•

Relevancy
Links
Reviews
Reputation


Why I use LinkedIn

• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.

• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!

Optimising your profile
• Make sure your public profile setting is set to full view.

• Include everything you do in your profile – plus your past companies, your
education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross

• Include the link to your profile in your e-mail signature.

• Link to your website and blog for enhanced SEO.


Optimising your profile
•

Link to your websites for enhanced SEO.

•

Three quality backlinks.


What LinkedIn describes as your ‘Network’

Your Connections
Connections of your Connections

}

Connections of the Connections of your Connections


In this room, who has ...
• A contact at Queens Park Rangers Football
Club?
• Contacts at PwC?
• Retailer in Australia?


Winning business from LinkedIn
•
•
•
•

Joined groups
Got involved
Networked
30% of my
business now
comes from this
group


LinkedIn
• Powerful
search
engine
• Keywords
in profile
• Strategic
searches
for sales

To be found – 100% complete;
Summary
– Your industry and location
– An up-to-date current position/job
(with a description)
– Two past positions
– Your education
– Your skills (min 3)
– Photo
– At least 50 connections

How to increase your network
• Same group
• Common interests
• Common connections


Through groups


Make a connection, then stalk their
list!


Look at contacts via Companies


Exporting contacts


Recommendations/Endorsements
• Accessed via a direct link on your profile and links
under each of your previous roles or activities.
• Useful because they engender trust.
• Excellent for improving SEO


Endorsements
• http://podcast.ft.com/index.php?pid=1937


Recommendations/Endorsements
•
•
•

•

People will request recommendations from you. The
test here is would you give them a reference offline
for a job? Or for a tender?
Only request a recommendation if you think you
deserve one.
If someone does recommend you, you can
reciprocate, but wait until the next day, otherwise
you might appear in the same update stream and this
can look contrived. Think about the time of day you
accept one too!!
Don’t be afraid to turn down a request for
recommendation, but do it kindly and with positive
attitude.


Opportunities


Groups
•
•
•
•
•
•

How to find the right group
Email Settings
Promotions
Search
Members
How to get the most out of them
– Listen
– Add Value


Company Pages
• Great for SEO
• Great to get onto peoples homepages


To win business …
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•
•
•
•
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•

100% complete LinkedIn profile
Keywords to be found in searches
Build relationships
Use LinkedIn to support targeted sales
Be yourself as you would offline
Be useful pass on information, help people
Become a trusted contributor in groups


And I can help you…
• Research your keywords
• Create and help write a blogs
• Train teams or individuals on
LinkedIn/Twitter/Facebook/Google Plus
• Use LinkedIn for sales targeting
…. And of course, SEO/websites!


Question Time
Do you want to challenge me? Is this a load
of nonsense?
It’s time to ask questions!
Also for Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com


How to win business on LinkedIn - IOD Seminar

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