#SMTLive | @DaveKerpen
11 Ways to Optimize
LinkedIn for Business
Dave Kerpen
CEO, Likeable Local

#SMTLive | @DaveKerpen
My Story

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The Basics…
LinkedIn is a business-oriented
social network that launched on May
5th, 2003.
LinkedIn now has more tha
364 million users and 3
million company pages.
30% of SMBs use LinkedIn regularly—
making it the most frequented platform.
Sources: Inc, LinkedIn, Marketing Land

#SMTLive | @DaveKerpen
11 Ways to Optimize LinkedIn For Your Business
1. Customize Your Profile to Boost Your Business
2. Publish On LinkedIn
3. Share Updates Personally & As A Business
4. Leverage LinkedIn Listening
5. Create LinkedIn Groups
6. Discover & Connect with Influencers
7. Recruit Amazing Talent
8. Advertise Strategically
9. Use Showcase Pages
10.Integrate with Twitter & Slideshare
11.Introduce People In Your Network To Each Other

#SMTLive | @DaveKerpen
1. Customize Your Profile
to Boost Your Business
– Make a custom URL
– Add a professional
profile picture to your
profile
– Add a background
photo
– Hyperlink to your
company
– Search engine optimize
your profile
– Show work examples

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Customizing Your Profile
Custom URL
Profile Picture

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Background Photos

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Hyperlink to Your Company’s Site
Hyperlink your company website to
your profile under Contacts

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Search Engine Optimization
When creating your profile, include keywords that
prospects or clients would enter into LinkedIn or any
other search engine

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Show Work Examples

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2. Publish On LinkedIn
• Becoming an author on
LinkedIn helps establish
you as an expert
– Post links to blogs,
news articles, & more!
– Helps with lead gen,
customer retention,
and awareness!
→ pay attention to folks
who are engaging with
your posts!

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Publishing Blog Posts
1. Think of a great headline
2. Find/take a compelling
photo
3. Write a concise post
4. Include strong calls to
action at the bottom of
your post
5. Share across different
social media channels!
• Become a thought leader in
your industry
• Follow these steps to most
effectively blog:

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3. Share Updates Personally & As A
Business
• Update your status at least
once a day!
• The best times to post are
7am-8am and 5pm-6pm.
• The best days to post are
weekdays.
• 93% of B2B marketers rate
LinkedIn as the top B2B
social media lead generation
source.
Source: Marketing Ninjas
Search your company name or interesting keywords

#SMTLive | @DaveKerpen

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Tools To Help With Posting

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4. Leverage LinkedIn Listening
• Listening is the most
important tool on social
media
• Listen to what your
customers/prospects are
saying about your brand or
product
• Search keywords about
your company and look at
posts that mentioned the
phrases

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Check Out How Your Audience Is
Engaging With your Posts
Head to Profile at the top of your screen and click Updates

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Search Your Company Name

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Click Posts and Listen!

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Sort Your Updates

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5. Create LinkedIn Groups
• Showcase
your thought
leadership!
• Post relevant content like blogs, articles, quotes, and
curated content.
• Promote the group and grow your LinkedIn community!

#SMTLive | @DaveKerpen

#SMTLive | @DaveKerpen

#SMTLive | @DaveKerpen
6. Discover & Connect with
Influencers
• LinkedIn Influencers= thought
leaders
• Listen, interact, and connect with
them!
• Follow influencers of your choice
• Comment on their posts
• Share their published content
• Message them & ask for a
connection!

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Follow the influencer to
receive updates from
them
When you feel close enough
to your influencer, connect
with them!

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7. Recruit Amazing Talent
• Are you in need of a
new team member?
• Use the advanced
search features to
find great potential
employees!
93% of businesses use
LinkedIn to recruit
-Job Cast

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• Search by
– Connections,
location, industry,
past companies,
and more!
• Recruit effectively
with LinkedIn
Premium

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8. Advertise Strategically
• LinkedIn’s targeting properties include:
– industry,
– job title,
– seniority,
– age,
– gender,
– location,
– skills, and
– group affiliation
• LinkedIn’s targeting properties include:
– industry,
– job title,
– seniority,
– age,
– gender,
– location,
– skills, and
– group affiliation
LinkedIn’s Ads are a great resource to gain
exposure, especially for B2B companies

#SMTLive | @DaveKerpen
• LinkedIn’s targeting properties include:
– industry,
– job title,
– seniority,
– age,
– gender,
– location,
– skills, and
– group affiliation
• LinkedIn’s targeting properties include:
– industry,
– job title,
– seniority,
– age,
– gender,
– location,
– skills, and
– group affiliation

#SMTLive | @DaveKerpen
Targeting
• LinkedIn’s targeting
properties include:
• Industry,
• Job title,
• Seniority,
• Age,
• Gender,
• Location,
• Skills, and
• Group affiliation.

#SMTLive | @DaveKerpen
9. Use Showcase Pages
What is a Showcase Page?
• The pages are niche
pages off of a company
page
• They allow a company
to promote specific
products or market to a
specific buyer persona
Use the pages for different products, new launches, and more!

#SMTLive | @DaveKerpen
Share Work Examples
They can
become a virtual
portfolio of
success stories
for your
business

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Create a Showcase Page of Your
Own

#SMTLive | @DaveKerpen
10. Integrate with Twitter & Slideshare
If you’ve created a presentation, share it directly to LinkedIn from
Slideshare!
Increase your reach with integration!

#SMTLive | @DaveKerpen
Steps to Add Twitter to LinkedIn:
1. Click “edit profile”
2. “Add Twitter account”
next to the Twitter
field
3. This will integrate
your Twitter into your
LinkedIn account!

#SMTLive | @DaveKerpen
11. Introduce People In Your Network To
Each Other
Source: John Murphy, LinkedIn
1. Search for one of your connection’s
profiles from the top of your home page.
2. From the search results, click their name.
3. Click the down facing arrow next to the
blue Send a message button and select
Share Profile.
How to share a LinkedIn contact’s profile:

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4. Enter each
recipient’s name in
the To: field.
5. In the message,
explain how your
connection and
the person you
are sharing it with
could benefit from
knowing each
other.
6. Click Send
Message!
Source: John Murphy, LinkedIn

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HOW CAN
LIKEABLE
HELP?

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THANK YOU /
GRAND PRIZE!
CONTACT
Dave Kerpen
EMAIL
Dave@likeable.com
TWITTER
@davekerpen
PHONE
212-359-4355
QUESTIONS?
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