THE POWER OF DIGITAL MARKETING: LINKEDIN MARKETING

Linkedin Marketing

1. Marketing Dr. Khalilah Binti Abd Hafiz Senior Lecturer Faculty of Business Management & Professional Studies

2. DO YOU KNOW?   80%  of jobs are landed through networking. Source: A Successful Job Search: It's All About Networking : NPR

3. WHY IT IS NETWORKING IMPORTANT? Most jobs are not published – unemployed Even if you are employed, you need to jump to NEW company for career development. As an entrepreneur, B2B require networking.

4. Introduction to LinkedIn Founder is Reid Garrett Hoffman (born August 5, 1967). Hoffman joined  Apple Computer  in 1994, worked at  Fujitsu  before co-founding his first company, SocialNet.com, in 1997. Hoffman co-founded  LinkedIn  in December 2002 with Konstantin Guericke, Eric Ly, Jean-Luc Vaillant, and Allen Blue LinkedIn launched on May 5, 2003. LinkedIn® is officially the world’s largest professional network where it used to connect, communicate, learn, educate, inspire, and generate powerful leads and market your business directly to your target audience. LinkedIn is the most effective social media channel for networking, marketing and selling.

5. Why Use LinkedIn? Virtual Resume Create an Internet Presence Business Networking Site Research Individual or Company Find Employment Opportunities Networking! Attract new leads faster Allows you to go directly to the clients No gatekeepers Initiate an immediate conversation

6. What will you use LinkedIn for? To Communicate with Customers / Potential Customers To Build up the Image of your Business To Develop Professional Connections To Search for a new Employee – or a new Job A way of building up your Credibility and Profile

7. What it is NOT? A place to Sell, Sell, Sell .... It’s SOCIAL media A please for sharing anything too personal – that’s Instagram A place to hide... show me your face A place to take, take, take.... Share something please A place to ask too much from a stranger... build up some rapport

8. Free Vs Premium There are two account options to choose from when signing up to LinkedIn: Basic or Premium. For marketers, Premium accounts offer better features, but you can upgrade or downgrade after creating your account. Here’s a few benefits to a Premium account: You can send messages directly (InMail®), without waiting for an introduction from one of your contacts. View more profiles when you perform an advanced search. Basic accounts limit you to 100 search results, 1st level premium gets you 300. The ability to save your advanced search criteria for later use. Access more specifics on who’s viewed your profile from the last 90 days. Advanced search has a much deeper dive into company size and seniority level. Much greater saved searches options There are also levels of Premium plans that give you different features: Career, Business, Sales Navigator, and Recruiter.

9. Personal Vs Company There are two basic page types, your Personal Profile and a Company Page. A Personal Profile allows you to promote yourself and your skills, while a Company Page is a brand profile, highlighting your business and your employees. However, you will need to create a personal account to set- up a Company Page. You will then be the administrator for that page.

10. Personal Profiles Give you the benefit of making person to person connections. They are active, rather than passive pages; meaning the more initiative you take to connect and communicate with other professionals, the greater your network will become. Offers intuitive job recommendations and positions, as well as important connections. You can give and receive Endorsements from peers and industry leaders. Encourages you to promote yourself as a professional. Can be used to increase your authority as an industry Thought Leader.

11. Company Pages You can highlight your business and share Updates. The ability to run Sponsored messages. A way to connect and promote all of your employees. Can boost your industry standing and visibility. Very SEO-friendly. Acts as a Company news feed.

12. Getting Started: Create Your Profile To get started, go to linkedin.com in your web browser. Enter your information, choose a password, then click the Join button. LinkedIn will guide you through the steps of adding more detail to your profile. Next, you'll need to verify your email address . Go to your email inbox, look for a message from LinkedIn, then click the confirmation button or type the PIN into LinkedIn. It may also ask for your phone number to send you another verification code, so you may want to have your phone nearby just in case.

13. Sync Email Contacts You can also choose to sync the contacts list from your email account. This will make it easier for you to find people you already know on LinkedIn, so we recommend taking eventually. However, you can always click Skip if you'd rather do this later. LinkedIn will also ask for information about yourself , such as your most recent job title, location, and profile photo. Like with email contacts, you can skip some of these steps if you’d rather deal with them later. However, we recommend exploring everything LinkedIn has to offer to ensure you’re getting the most out of it.

14. Choosing Account: Basic / Premium Choose between a Basic account (which is free) and a Premium account ( Linkedin Career Premium at $29.99 per month  / LinkedIn Business Premium at $59.99 per month ) . Because you're getting started with LinkedIn, we recommend using the Basic account for now. While a Premium account provides additional features like additional messaging options and job opening details, we’ve found that you can get quite a lot from LinkedIn using just the Basic account. You can always upgrade to a Premium account later if you want. That's it! Your account is now set up, and you're ready to create your profile and start adding connections .

15. Your Professional Brand The LinkedIn profile page is the foundation for your personal branding. Your professional brand is the key to all new opportunities, to build your brand and set yourself up for success. Your personal brand is your most treasured possession

16. 4 Ways to Build Your Professional Brand Get Noticed Connect Get Started Get Hired Update your LinkedIn profile Network with professionals and learn industry trends Share your unique perspective with others Apply for new opportunities

17. LinkedIn Profile Optimisation LinkedIn Profile Optimisation means using all the key features a LinkedIn Profile offers to get found in online searches. You can also consider optimisation in terms of whether your profile is presenting the best version of you. Does it represent your personal brand well? Is it consistent with your goals for LinkedIn and the stakeholders you wish to influence here?

18. The Anatomy Of A Well- branded Profile

19. Profile Picture Choose the right profile picture for LinkedIn Make sure the picture is recent and looks like you. Make up your face takes up around 60% of it (long- distance shots don’t stand out). Wear what you would like to wear to work. Smile with your eyes! Make sure your picture is approachable.

20. Add Background Your background photo is the second visual element at the top of your profile page. It grabs people’s attention, sets the context and shows a little more about what matters to you. More than anything, the right background photo helps your page stand out, engage attention and stay memorable.

21. Create a Compelling Headline & Bio There’s no rule that says the description at the top of your profile page has to be just a job title. Use the headline field to say a bit more about how you see your role, why you do what you do, and what makes you tick. Your bio shouldn’t be more than a paragraph or two. Anything over that is too long as most people visiting your page are skimming and you could risk them missing important infor- mation if not addressed in the first few sen- tences.

22. Create a Profile Summary Contribution: What do you do? Tell people a little bit about what you do.To improve your search rank on LinkedIn and Google, include keywords that highlight your top skills. Listing ‘Specialties’ at the end of your summary is one way to pack them in. Impact: Why does your work matter? What gap are you filling with the work you do? Accomplishments: Why does that work matter? Remember to show your personality in a compelling way.

23. Share Re levant Em ployment History & Job Descriptions When adding job descriptions, remember that you’re writing this to appeal to prospects, not necessarily recruiters. With that in mind, you can highlight your greatest accomplishments at each job and tie it back to how it helped your custom ers. For example: “Helped customers increase sales revenue by 50%”. Highlight things that will help you stand out to your ideal customers.

24. Add Education Background Include: School/university, majors and degrees Academic awards, scholarships, and honors Activities, including student leadership positions Relevant courses take

25. Licenses & Certificates Certificates of completion are documents that you receive when you watch courses or complete learning paths. Certification Examples: Adobe, NASBA, PMI, SHRM Custom Certification Examples: Certificates earned from CU, Franklin Covey courses, badges earned, leadership training

26. Volunteer & Accomplishments According to a LinkedIn survey , 41% of managers and employers said they’d hired employees because of volunteering experience on a resume? . Volunteer work can be a significant boost to your resume, as they highlight your personal values as well as leadership skills and initiative . They convey attributes that almost all hiring managers and CEOs love, such as: Leadership skills. Teamwork. Leadership. Interpersonal skills. Self-motivation.

27. Skills & Endorsements Including specific skills on your LinkedIn profile is a great way to showcase your abilities to other members, such as your peers, colleagues, managers, and even recruiters. You can add a maximum of 50 skills to your profile. Endorsing your connections’ skills is a way to recognize any professional abilities that you’ve seen them demonstrate. Endorsing your colleagues can also help you to maintain strong connections with the people in your network.

28. Growing Your Professional Network The more people you connect with, the bigger your network will become and the easier it will be to generate leads. Connect with Like- Minded Professionals LinkedIn allows you get a glimpse into everyone’s professional life before even starting a conversation. Take a quick peek at someone’s profile to see if they’re someone you want to have in your network.

29. Alumni Tools Find alums who work in jobs, companies, and cities that interest you. 85% of companies recruit is through employees referring people they know.

30. Follow Organizations & Influencers Follow companies you care about and are interested in working for on LinkedIn to get the latest news and updates. Follow LinkedIn Influencers and thought leaders. Customize your content at: linkedin.com/feed/follow/

31. Join Groups LinkedIn Groups can expand your connections beyond friends and fellow alumni. Meet professionals who share your career interests, and gain insider knowledge from leading industry voices. By posting useful information, comments or answering questions, you will be seen as an expert in your field.

32. LinkedIn Groups Tips Listen & learn Listen in and collect insights for future job interviews. Demonstrate your knowledge Groups are a good place to start building your reputation. Take the first step by sharing relevant articles, comment on an article posted by a moderator, or a discussion from another group member. Insider tips Keep it professional, everyone can view your full profile. Stay up-to- date with group conversations in your LinkedIn newsfeed. View senior professionals' profiles to see what groups they participate in. Grow your network View the full profile of other members in the group and connect with new professionals, such as business and community leaders, and mentors.

33. Share Useful, Valuable Relevant Content Share posts, articles, and comment on issues that resonate with your professional brand. Sharing valuable content is helpful to those that are already connected with you and it’s also, a great way to expand your network. When your prospects see content that they find useful or relevant, they are more likely to engage. Once they engage with your content, that opens your content up to everyone in their networks so you will attract more people to connect with.

34. Position As Expert It’s one thing to have a network of connections on LinkedIn – it’s far better to have an active role in that network, appearing in your connections’ LinkedIn feeds in a way that adds value for them. Sharing relevant content with your network is one of the most accessible ways of doing this. You can make a start by keeping a close eye on your LinkedIn feed and sharing content that you find genuinely interesting – and that aligns with your point of view.

35. Add Comments Sharing content is just the starting point. When you add comments to your shares, you give yourself greater prominence within the feed and start to express why you think a particular piece of content matters. Well- expressed comments also enable you to share a broader range of content. It might be that you don’t agree with a point of view but still find it interesting. A comment that can express that viewpoint starts to establish your opinion and thought- leadership. It’s also more likely to draw additional comments, which then raise your profile across LinkedIn.

36. Long Form Content The more you share and comment on content, the more you establish your expertise and thought-leadership credentials on LinkedIn. Publishing long- form posts is the natural next step to take. A great starting point is to monitor the response that you get to your comments and shares. Are there particular subjects and points of view that seem to resonate with your network? Are there comments that you have shared which you feel you could expand on in a post? Evolving your thought- leadership in this way keeps it real – and keeps you plugged into the issues your connections are talking about.

37. Posting Best Practices Original Post Original posts are those whose content is written directly in a post with media (videos, images, documents) directly uploaded. These posts generally receive the most visibility on the platform. Remember LinkedIn is an algorithm - it prefers posts that do not lead Users away from the platform. Therefore, post URLs in the comment of the post and not in the body of the post.

38. Posting Best Practices Content Variety As with any marketing, including a variety of content types allows your message to reach a broader audience. Be sure to utilize a mix of text only, text + image, as well as video and documents. Stay professional and in line with your professional brand but don't forget to show your personal side, too. If you want a boost to your visibility, video is king even on LinkedIn.

39. Posting Best Practices Hashtags Utilize hashtags that are not only connected to the content at hand but also targeting the audience you want to read it. Including hashtags that are relevant to your audience will help your post get more visibility by the right people.

40. Posting Best Practices Frequency & Consistency Consistent posting 'trains' your audience they can depend on you. Like any skill, the more you use it, the better (and faster) you become at it. Through consistently bringing industry value and insights via the content you post; your connections will learn to stop scrolling when they see your content.

41. LinkedIn Company Page Claim your real estate on LinkedIn! Branding: Ensures you & employees can list your company's logo on their profiles and potential clients can find out more about your organisation. Community Building: People can choose to follow your Company Page and you can provide updates, news and insights that are relevant for your followers. Paid Features: Many larger organizations on LinkedIn also feature a careers tab on their Company Page, enabling them to advertise current vacancies and capture job applications via LinkedIn (this is a paid feature)

42. LinkedIn Company Page To access LinkedIn, you first need to create an individual account. This will also be the administrator of your Company Page (although you can add additional Page managers later). . Okay, now we can create your Page. After you’ve logged in, click on the Work icon at the top right of your browser. Scroll to the bottom of the menu that pops up and pick Create a Company Page .

43. Create Company Page Click the Work icon in the top right corner of your LinkedIn homepage. Click Create a Company Page.

44. Create Company Page Enter your Company Name and choose a URL. All Company Page URLs will be structured as linkedin.com/company/[YOUR COMPANY NAME]. Click the Create page button. Check the verification box to confirm you have the right to act on behalf of that company in the creation of the page. If you don't have a confirmed email address associated with your LinkedIn account, you'll be prompted to add and verify your email address.

45. Add Company Branding Add a company logo and banner image. You can upload a JPEG, GIF, or PNG file. Logo image must be 300x300 pixels or larger. (File size limit is 4 MB). Banner image must be 646 x 220 pixels or larger. (file size limit is 2 MB). Note: You can crop your banner image once it's uploaded.

46. Publish Your Page You are now ready to publish your Company Page. A preview of your Company Page is not available. When you publish the page, it is live on LinkedIn’s website. Make sure your employees have their current role listed accurately with your Company Page as the company they work for. You can edit the details at any time and add admins to help you manage the page.