LinkedIn has become the premier social media tool for business to business relationship building. If used correctly, it has potential to drive lead generation for your business. This presentation gives insights on how professionals and small businesses can use LinkedIn for: - Telling Your Story in Your Profile - Building Your Followers - Engaging Your Community & Finding Your Customers This presentation was given by Elle Van Buren, president of Spicy Spirit Marketing Inc., to the San Francisco/Peninsula Successful Thinkers Network on Friday August 22, 2014 in San Mateo, CA.

1. Elle Van Buren
Founder and President
Spicy Spirit Marketing, Inc
SpicySpirit.com
Linkedin.com/company/spicy-spirit
elle@spicyspirit.com

2. A Little Bit About Myself
 Account manager at
 Ogilvy & Mather, Edelman
 Two of the largest international
advertising & PR agencies
 Serviced BMW, Starbucks, Motorola
 Transitioned to marketing for small
businesses in 2010
 Founded Spicy Spirit Marketing, Inc.
in January 2011
 Google Partner – Certified AdWords
specialist
 Drive Internet revenue
 Website Creation, Display Advertising,
Social Media, Chinese Marketing

3. Agenda for Today
 What is LinkedIn?
 Tell Your Story
 Build Your Followers
 Engage Your Community & Find Your
Customers

4. What is LinkedIn?
 A Job Website
 Business Social Networking
Website
 Potential for Lead Generation
and Sales

5. A Job Website
 70% Users - Job Hunting
 80% Businesses – Primary
Recruiting Tool
 40% Fortune 100 – Recruiting
Tool
* Source, vbSocial: http://vbsocial.com/know-linkedin-analysis/

7. Business Social Networking
Website
 Manage relationships & online
reputation
 Build your online business
network via connections
 Similar to Facebook – share
content with connections and
join groups

9. Fish Where the Fish Are

10. Potential for Lead Generation
and Sales

 78% Customers Research YOU
Before Buying*
 Highest Visitor-to-Lead
Conversion Rate - 277% More
Efficient than Twitter &
Facebook
 LinkedIn Profile Important for
Google / Bing Ranking
* Pew Research Center, 2010

11. Tell Your Story – Individual
Profile

12. Have a Great Photo!

14. Decide Your Keywords
(This is how people find you)
 Add them to these profile sections:
 Headline
 Summary
 Specialties
 Interests
 Skills & Expertise
 Honors & Awards
 Groups & Associations
 Current work
 Experience & past work
 Website Links

15. Keywords In Headline

16. Tell Your Story, But Be Succinct
Use Bullets

18. Add Rich Media –
Presentations, Content, Videos

19. Get Testimonials That Tell
Story & Provide Credibility

20. Skills Endorsements Add
Credibility

21. Allow Your Profile To Be Seen

22. Business Profile Webpage

23. Build Your Followers

24. Understand Your Potential
 Less than 4% of LinkedIn Network

25. Focus on Profile Views

26. How People Find You
 Search LinkedIn
 Promote LinkedIn Webpage Outside LinkedIn
 Updates (Individual):
 Profile & Status Updates
 Job or Location Updates
 New Testimonials or Skill Endorsements
 Birthday / Job Anniversary
 Provide or Interact with Content
 Like, Share or Comment
 Make New Connections or Follow Company
 Group Activity
 Join Group
 Comments
 Business Page Activity
 New Content / Status Updates
 Comments

27. 4 Tactics - How to Get More
Profile Views
 Find Relevant Contacts, Connect and Personalize
Introductions
 Engage Connections with News, Updates and Content
 Join Relevant Industry Groups and Engage (up to 50)
 Promote LinkedIn URL Outside LinkedIn

28. Find More People Like Your
Best Connections / Customers
 Go to Profile of one of
your Best Connections /
Customers
 Click on Connections
 Search their Connections
by Keyword

29. Connect and Personalize
Introductions

30. Engage Connections with
News, Updates and Content

31. Leverage Existing Content

32. Rich Media is Effective
 Links – 2x Engagement
 Pictures – 98% Higher Comment Rate
 YouTube Video Links – 75% Higher Share Rate
* Source: 5 Steps Through Growing Your Membership on Linkedin,
http://www.slideshare.net/weblinkinternational/5-steps-to-growing-your-
membership-through-linkedin-facp

33. Join Relevant Industry Groups
and Engage (up to 50)

34. Promote LinkedIn URL On
Other Channels
 Linkedin.com/profile/profile-badges

35. Potential for Lead Generation
and Sales

36. Potential for Lead Generation
and Sales
 Use LinkedIn Tools to:
 Find Existing or New Customers
 InMail New Customers Who Are Not Existing Connections
 Get Introductions from Existing Contacts
 Pull People Toward Your Company & Product
 Create Quality Content
 Establish Yourself / Company As An Industry Leader
 Engage Relevant Customers Who View Your Profile
 Consider LinkedIn Advertising

37. Find Your Customer Through
LinkedIn Advanced Search
 Set Criteria (i.e.
Keywords, Location,
1st/2nd/3rd/Group
Connections)
 LinkedIn Shows Who Meets
Criteria
 Introduce Yourself

38. InMail New Customers Who
Are Not Existing Connections
 InMail: Must purchase or
can get them with
premium account
 If you don't get a response
in 7 days, LinkedIn gives
you another InMail credit

39. Get Introductions from
Existing Contacts
 Lets you contact members who are in your 2nd degree
network (or 3rd degree network) through 1 or 2 contacts
 5 LinkedIn Introductions Free, More Available via Paid Plans

40. Inbound Marketing: Pull People
Toward Company & Profile
 Earns the attention of customers, makes the company
easy to be found & draws customers by producing
interesting content
 Inbound Leads Cost 61% Less Than Outbound*
* Source: Hubspot, Inbound Leads Cost 61% Less Than Outbound
2/28/2012, http://blog.hubspot.com/blog/tabid/6307/bid/31555/Inbound-
Leads-Cost-61-Less-Than-Outbound-New-Data.aspx

41. Create Quality Content
 Create Content with
Useful Insights for
Customers/Connections
 80/20 Rule – For every 1
Piece of Content Selling
Product, 4 Pieces Should
be Focused on Helpful
Tips & Insights

42. Establish Yourself / Company
As An Industry Leader

43. Engage Relevant Customers
Who View Your Profile

44. Consider LinkedIn Advertising
 Ads Can Be Targeted
 By job title and function
 By industry and company size
 By seniority
 Similar to Pay-Per-Click
Advertising On Google
 Setup daily budget
 Ongoing daily analytics and
optimization critical for success

45. Summary
 LinkedIn Has Potential to Help Engage Existing and New
Customers
 In Order to Be Successful on LinkedIn:
 Tell Your Story in Your Profile
 Build Your Followers
 Engage Your Community & Find Your Customers

46. Questions?

47. Marketing resources & tips –
Local to Bay Area Businesses
 www.spicyspirit.com/blog/

48. Thank You!