Leeds business week competitive edge with linked in yorkshire mafia #leedsbizweek

Get a competitive
edge with LinkedIn
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
• … all to help you win new business

Introductions
Jonny Ross

Current Usage?

Work with a partner
What are you key
business goals?

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

Work with a partner
Who are your target
audiences?

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 are your
keywords?

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 Solicitor in London?
• 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

Work with a partner
What do you want to
achieve from
LinkedIn?

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

Work with a partner
Quick update on what
you want to achieve
from LinkedIn

To win business …
• 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!

Work with a partner
Social Media Goals
• Connect with 2 target audience a day for
next week
• Listen in 3 new groups
• Start a discussion in a group

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

Leeds business week competitive edge with linked in yorkshire mafia #leedsbizweek

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