The Essentials of LinkedIn Business


In today's marketing environment, having a presence on social media is critical. If you do not plan and establish a foundation from the start, social media marketing can be intimidating and time-consuming. Setting up your LinkedIn page is one thing; planning how and when to post to your clients, fans, and future customers is another. In the social media environment, most businesses fail to keep their followers engaged.

But, you may wonder, why Social Media? There are numerous advantages to using social media marketing. You can increase exposure for your business, increase traffic to your website, increase search rankings, generate leads, develop raving fans, improve your sales, grow business partnerships, and, most importantly, reduce your marketing expenses by using the various social media channels available.

You no longer need to spend money on expensive advertisements in the yellow pages or in newspapers. Those are still excellent options, but social media yields faster results that can be measured and tracked month after month.

In this report, I will walk you through LinkedIn and show you how to create your LinkedIn vision and goals. While participation in LinkedIn is not required for you or your business, it is a good idea to have a presence here and point them to your website or a way to interact with your business. You don't want to lose a potential client because they can't find you on LinkedIn.

So, let's get started.

Critical Areas to Consider

Each social media site has a basic funnel that every business should follow. Create the social media platform first. You want to be seen by your audience, or in this case, your clients and customers. A platform is defined as "a raised floor or stage used by public speakers or performers so that they can be seen by their audience." In the following chapters, I'll go over the LinkedIn platform and how to customize it for your company.

Following that, every business must create the following community.

Please keep in mind that your goal should not be to sell on LinkedIn. Instead, you want to build a raving fan base that is interested in what you have to say and what you're giving away so that you can build an email list and then convert them to buyers.

Critical Areas

Each business or individual must consider seven critical areas in order to be successful with social media marketing and LinkedIn.

1. LinkedIn Vision

2. LinkedIn Goals

3. LinkedIn Voice

4. Building the LinkedIn Platform

5. The LinkedIn Publishing Plan

6. LinkedIn Community Building

7. Measuring and Tracking Results

We'll go over these in detail in a moment.

Reason to Use LinkedIn

But first, let's talk about why someone would use LinkedIn. LinkedIn's number one advantage is that it is all about business! LinkedIn is a professional social media networking site. It enables businesses to develop both a personal and a business brand by providing both personal and business pages. LinkedIn can also help your company's products and services gain visibility. You can participate in targeted and relevant business groups on LinkedIn to establish your authority and leadership in your field, connect with prospective clients, and develop new strategic partnerships.

"What can LinkedIn do for me?" you may wonder. ”

Excellent question! LinkedIn is a simple and effective way to connect with like-minded individuals and business associates. LinkedIn users can read a person's professional history on a single page. You can also see who they hang out with and who they know, allowing you to reach out and connect with them as well.

The Top 8 Reasons to Use LinkedIn

1. Develop your social reputation. LinkedIn is an excellent tool for people to highlight their experiences, accomplishments, organizations, and network.

2. Find Qualified Employees. Looking for a job? Make use of your connections to find qualified candidates. LinkedIn also has a job posting board for a fee.

3. Make new connections. Search LinkedIn for people in your industry or niche. LinkedIn has an introductions tool that you can use to get a written introduction for someone you want to connect with.

4. Improve your Google ranking. LinkedIn profiles that are well-written typically rank high on Google's front page. The more information you have, such as LinkedIn (or blog articles), the higher your Google ranking.

5. Examine the competition, customers, and partners. LinkedIn is an excellent resource for researching and determining which groups your customers and potential customers belong to.

6. Groups. Groups are an excellent way to network. Make use of groups to connect with others within the group.

7. Recommendations. LinkedIn has a recommendation system through which you and your contacts can recommend individuals and other businesses, and they can in turn recommend you.

8. Use it with your smartphone or tablet. Log in almost anywhere to make a suggestion, post an entry, or find a new contact.

Now, in the following chapters, we'll go over the seven steps to a successful LinkedIn strategy.

Creating a Vision

Creating a vision for your social media platform will differ slightly depending on the platform. In general, you should consider the following for your company.

What is your future vision for your Social Media Strategy?

a. Where do you see your company in five years?

b. What do you want people to remember about your company/brand? What will be your legacy?

Keep in mind that LinkedIn is all about business. Your LinkedIn platform vision should also be all about business. Here are some examples:

Vision Example #1:

To become the go-to resource on LinkedIn for unique and creative basket weaving ideas!

Vision Example #2:

To assist 1000s of men and women suffering from chronic illnesses in regaining their health and happiness!

Vision Example #3:

To moderate LinkedIn's most popular and engaging "Internet Marketing" group.

Vision Example #4:

To increase the number of new strategic JV partners in order to take my business to new heights.

Vision Example #5:

To establish yourself as the leading "your niche" consultant (and guru) on LinkedIn.

ACTION STEP: Create a one-sentence LinkedIn vision statement that aligns with your business goals and inspires and motivates you to continue developing your Social Media Platform!

Setting Strategic Goals

According to an eMarketer report, 80% of businesses start with tactics rather than goals. LinkedIn profile goals must be specific, measurable, attainable, relevant, and timely (SMART goals).

Set attainable strategic goals for your company. You will evaluate your efforts by measuring these goals on a regular basis. These could be LinkedIn's strategic goals.

Strategic Goal #1:

Over the next 30 days, add 100 new active members to your "Internet Marketing" Group.

Strategic Goal #2:

Identify and contact 5 potential JV partners within the next 30 days.

Strategic Goal #3:

In the next month, add 15 new recommendations.

Strategic Goal #4:

Over the next 60 days, generate 100 new email leads from our LinkedIn business profile.

Strategic Goal #5:

In the next 90 days, add 500 new blog subscribers from Pinterest.

Strategic Goal #6:

Over the next three months, add 250 new subscribers to your YouTube channel.

ACTION STEP: Using the SMART goal formula, write down your specific, strategic LinkedIn profile goals. Don't worry about how you're going to get there just yet! We'll talk about it soon.

Finding your LinkedIn Voice

It does not have to be difficult to find your LinkedIn Voice. Consider the following questions. Do you want to give your LinkedIn profile(s) a distinct voice and personality? Is your company sounding like someone people want to talk to? Would YOU like to talk to me? Does your voice effectively reach your intended audience?

Easy Lunch Boxes, for example, displays her voice on her website and Social Media sites. She is a mother who enjoys cooking. She's friendly, warm, and responsive, as well as fun and creative, and she's passionate about making food enjoyable for children.

Again, LinkedIn is all about business, so no personal comments, posts, or discussions should be included in your LinkedIn profile. This isn't a Facebook post. This is all about your company and the image you want other companies to see.

Your LinkedIn voice should be personable with a more "Professional Edge," with a focus on business objectives rather than personal goals.

When you share content, make sure it maintains your market's thought leadership. Ideas for sharing content include:

  • Infographics

  • Business quotes

  • Blog posts from your market

  • Business-oriented polls

  • Tips and how-to videos

Keep your focus on YOU...just talk more business!

ACTION STEP: Create a few bullet statements in your LinkedIn profile that define your persona and the voice you want to express.

Building LinkedIn Platform

The basic principles for building your LinkedIn profile will apply to all Social Media sites.

As a general rule:

- 20% of your posts should be promotional in nature (product launches, free offers, upcoming events)

- 40% should be informative (blog posts, industry news, interesting quotes, and helpful hints), and the remaining 40% should be entertaining.

- 40% of the content must be conversational (answering questions, replying to followers)

You want to maintain brand consistency across all Social Media channels so that your entire Strategy is consistent, supports your community of followers, and is relevant to your audience's interests.

LinkedIn's platform will include your Profile, Company Page, and Groups. We'll begin with your Profile.

Setting Up LinkedIn Account

If you haven't already done so, create a LinkedIn account first. It's very simple, and there are guiding steps if you need them. Once you've completed the registration process, follow these ten steps to create a successful LinkedIn profile:

1. Add a Professional Photo - If you can't afford to hire a photographer, dress up in business attire and have a friend or family member take a few headshots of you with a smartphone. The image quality on smartphones is excellent. Unless your business is about dogs, this should not be a photo of you with your dogs.

2. Create a compelling headline (120 characters) - This headline should include keywords relevant to your business. Be as descriptive as possible, but remember that you only have 120 characters, not 120 words!

3. Customize Your LinkedIn URL & Website Links - If LinkedIn is not on your "A" list, you must customize your URL and website links here.

4. Include an intriguing keyword-targeted profile summary - Be sure to highlight your top skills, speak to your target audience, and use concise paragraphs. Allow this summary to serve as your "30-second introductory speech."

5. Integrate Profile Enhancing Apps - SlideShare Presentation is an app that allows you to upload your own presentations or browse those of your colleagues. Another app that can be integrated is Projects and Team spaces. It lets you track and update tasks, projects, and documents using Google Apps (which is free).

6. Add relevant and targeted skills to your Profile - Select a skill from a list to add to your Profile. Clients and other LinkedIn members will recommend you, so be sure to reciprocate and recommend others.

7. Include Relevant Work Experience - Don't list every job you've ever had; instead, include those that support the experience and skills you want to highlight.

8. Request and provide "recommendations" - Once your profile is complete, solicit recommendations from coworkers and clients. In exchange, make recommendations to others, thereby creating a channel for feedback and communication with others.

9. Add relevant projects and publications to boost credibility - Doing so demonstrates to others that you do what you say you do. It fosters trust and dependability.

10. You can also include awards/certifications, courses, special interests, organizations, and LinkedIn groups in this category.

Creating Your Company Page

You should create a LinkedIn Company Page in addition to your LinkedIn Profile. This will aid in the promotion of your company's brand. It is also searchable on Google and LinkedIn. Company pages also attract new customers and joint venture partners. You will be able to promote products and services, create "Company Recommendations," and share videos, blog posts, and social media content.

You must be logged into your personal LinkedIn account to create a company page. You will also need an email address associated with the URL of the company you are establishing in order to retrieve the verification emails. Go to "Interests" from your menu. Companies Create a Company Page. Enter your business name and email address, then confirm the address when you receive the message.

Find your company name in the search, then follow yourself, and then enter all of the required company information, particularly the "Services" section. Then, ensure that your company page URL is also listed on your personal profile so that people can find your services.

About LinkedIn Groups

Why should you and your company spend time in LinkedIn Groups? To begin with, it is a focused channel for connecting with your audience. Groups assist you in developing credibility and leadership, as well as connecting with other market authorities.

When it comes to joining or starting groups, always join first and then start one! You can either search for groups or use the "Groups You Might Like" feature to find groups that match your interests and skills.

The next thing you want to do after joining a group is to get noticed! Here are some suggestions for how to stand out in a crowd:

1. Participate in popular discussions in your field on a regular basis.

2. Begin discussions about "Hot Topics."

3. Follow and connect with leading experts.

4. Make strategic use of "Promotions" to distribute freebies.

If you want to start a LinkedIn Group, follow these steps to make it appealing to others.

1. Choose a name for your group that includes a popular keyword.

2. Include a distinct logo.

3. Set your Group to "OPEN" so that search engines can find you.

4. Make "Group Rules" to keep SPAM at bay!

5. Invite active members from other organizations.

6. Use "Manager's Choice" to promote your free content and grow your mailing list.

7. On a regular basis, conduct research, post content, and respond to comments.

ACTION STEPS: Examine your current LinkedIn profile and identify at least 3-5 ways to improve it. Create a Company Page if you don't already have one, and make sure to keep it up to date. Examine your current groups. Determine which groups you should concentrate on and which you should avoid. If you are not already a member of any groups, consider joining one.

Creating Publishing Plan

To keep your connections engaged, your publishing strategy must include consistent, interesting, and genuine content. Creating a social media editorial calendar is an important step in this process. This can be as simple or as complex as you require. Logins can be saved, and content posts can be scheduled. It's especially useful if you have other channels besides LinkedIn. It is intended to keep you consistent, organized, and focused on your goals. You can also use tools like HootSuite to schedule publishing content.

When planning your publishing strategy, consider posting content that aligns with your LinkedIn voice and who you are as a professional.

a company The content should be personable but strictly "business-focused." You're attempting to compile a list of people who are interested in what you have to say and share. Content helps you build a relationship with them and establishes your authority in your field.

Because LinkedIn is all about business, not personal agendas, you must identify the type of status updates to send to JUST LinkedIn. Make certain that the appropriate content is reaching the appropriate audience!

The following are some content ideas for your LinkedIn account:

  • Infographics

  • “How-to” videos for businesses

  • Blog posts and articles

  • Quotes that inspire

  • Current industry events

  • Polls and surveys

  • Business questions

  • Free reports or business guides

Here are some content management ideas for LinkedIn.

You should do the following every day. These tasks should take about 15 minutes per day to complete.

  • 3-5 times, update Status (via Hootsuite).

  • Examine and comment on Network Updates on the Home Page

  • Check and respond to messages in your inbox.

  • Check out the target group discussions and like, follow, and comment on them.

  • accordingly.

  • Participate actively in discussions and ensure that "Group Rules" are followed.

Do the following once a week for about 30 minutes of your time:

  • Create new discussion threads in the appropriate groups (1-2 per week)

  • Invite 15 new contacts.

  • Endorse 3-5 profiles' specific skills.

To keep up with managing your LinkedIn community, set aside 45 minutes each month to do the following:

  • Update the profile information.

  • Refresh the Company Page (New products, promotions).

  • Per month, write and request 5-10 recommendations (Company and Profile).

  • Examine and add new apps.

  • Look for and join new target groups.

  • Measure and keep track of LinkedIn and business statistics.

ACTION STEPS: Research and choose 10 "hot" content topics that will interest your audience, then create a publishing plan to post them on a regular basis.

Building a Community

Leaders in each business niche will have large followings because they are constantly engaging their audience. You should look into local gurus to see what strategies they use to engage their followers.

Remember, the purpose of LinkedIn is to build your list so you can market to those followers and convert them into customers and clients. Here are some strategies for growing your LinkedIn community.

1. Make contact with your existing business contacts.

2. Make frequent use of the "People You May Know" feature to make new connections.

3. To find people in your industry, use the "LinkedIn People Search." (For example, authors, marketers, and coaches)

4. Use invitations to add connections to your existing groups.

5. Be active and involved.

a. Post, share, and comment on a regular basis.

b. Participate in group activities (and other members will notice).

c. Thank those who have invited you to connect on LinkedIn.

6. LinkedIn advertising

ACTION STEP: Invite 10-15 quality "Connections" using the 7 strategies.

Evaluating Results

You should measure and track the results of your efforts to determine which ones are making a difference in your business. To see the results, you must first establish a baseline and then measure weekly, monthly, and quarterly. We're looking at the numbers in your LinkedIn accounts.

As a result, you should monitor the business side of these as well. Is there a surge in website traffic? How many new blog subscribers have you gained? Are there any new email leads? How many new buyers are there? What were your earnings?

To gauge your LinkedIn success, you'll need to track and record some statistics for both LinkedIn and your website. In your spreadsheet, record the following LinkedIn statistics.

  • number of connections

  • number of profile views

  • number of recommendations

  • number of skill endorsements

  • number of company recommendations and followers

  • number of new group members

  • Total number of new discussions and overall activity

Tracking website statistics include:

the number of new website visitors

number of new leads

the number of new blog subscribers

Revenue expansion

ACTION STEP: Keep track of your current LinkedIn statistics for future reference.


LinkedIn is a powerful tool for both your personal and professional career. LinkedIn gives you access to people, jobs, news, updates, and insights that will help you become even better at what you do. If you haven't yet discovered the power of LinkedIn, I challenge you to do so right now!

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