LinkedIn Marketing  ## Metadata - Author: [[Viveka von Rosen]] | [[3. Resources/Authors/Viveka von Rosen|Viveka von Rosen]] - Full Title: LinkedIn Marketing - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B009DH4VHY) - Document Tags: [[Social Media]], [[Marketing]] ## Document Notes ## Highlights - the most crucial elements of marketing: communication and engagement; listening and sharing ([Location 463](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=463)) - mission statement is to “Connect the world’s professionals to make them more productive and successful.” ([Location 523](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=523)) - LinkedIn will probably become an integral part to your business communications, positioning, marketing, and lead generation. Even those not in marketing, PR, sales, and similar fields will find some uses for LinkedIn. ([Location 535](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=535)) - Some reasons people feel the need to have more than one account are: ([Location 700](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=700)) - Some LinkedIn users will knowingly break the EUA: ([Location 710](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=710)) - (specific, measurable, attainable, realistic, and timely) goals, establishing metrics, and creating your professional account, ([Location 940](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=940)) - Another great tool for finding keywords is the Google AdWords Keyword Tool. It’s free! You don’t have to have an account or place an ad to use it. To find this tool, go to https://adwords.google.com/o/Targeting/Explorer?ideaRequestType=KEYWORD_IDEAS&__u=1657613616&__c=1078816536 or simply do an Internet search for Google Keyword tool. ([Location 1835](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=1835)) - 1,000 characters of this keyword list in Interests. ([Location 1899](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=1899)) - 120-character professional headline ([Location 1926](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=1926)) - 100 characters (including spaces and special characters) to share everything you do at your company or business. ([Location 1954](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=1954)) - Description section you can use up to 1,000 characters to describe your business or what you do for it. ([Location 2041](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2041)) - 500 characters. ([Location 2077](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2077)) - 2,000 characters are closer to a page of text. ([Location 2090](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2090)) - to 2,000 characters of additional information ([Location 2314](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2314)) - Tuesday: Create Rules of Engagement ([Location 2338](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2338)) - 2,000 characters to describe your company. ([Location 2511](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2511)) - 256 characters to add keywords specific to your company, service, or product. ([Location 2525](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2525)) - 1,000 characters to describe your product or service. ([Location 2624](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2624)) - brief description (500 characters) of the promotion. ([Location 2642](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2642)) - You must have at least 100 followers in your target audience in order to send a targeted Company status update, ([Location 2768](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=2768)) - 3,000 invitations that you can send in a lifetime! ([Location 3034](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3034)) - Sending a Message to Your First-Level Connections When writing a message to your first-level connections, make them personal. ([Location 3232](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3232)) - He recommends that when you meet someone for the first time you ask them about themselves, about their business, and most importantly, about who makes a good referral for them. That way, the first thing you’re doing, rather than asking for a favor, is provide them with value. ([Location 3250](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3250)) - Remember, this is a message, not an invitation. You are making first contact with someone who you might want to later build a relationship with. ([Location 3257](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3257)) - Introductions are a great LinkedIn tool but must be used sparingly because you are given only five at a time with the free account. We’ll ([Location 3274](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3274)) - to 200 tags, and then classify your connections adding as many tags to an individual’s profile as you want. Because most communications on LinkedIn are limited to only 50 recipients at a time, it’s a good idea to add fewer than 50 people to each tag. ([Location 3497](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3497)) - While you can choose up to 200 people, don’t! ([Location 3835](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=3835)) - Group Limits Your ability to join groups is not limitless. While I tend to say “you can only join 50 groups,” there are some exceptions: Group Limits for LinkedIn Members (According to LinkedIn) Groups you can own and/or manage at one time: 10 Subgroups you can own at one time: 20 Groups you can join and be a member of at one time: 50 Subgroups you can join and be a member of at one time: 50 Groups you can moderate: 50 People you can follow in your groups: 5,000 Group Limits per Main (Parent) Group Owners a group can have: 1 Managers a group can have: 10 Moderators a group can have: 50 Members in a given group: 20,000 (maximum default, but there are exceptions) Group Limits per Subgroup Subgroups created under a given parent group: 20 Owners a subgroup can have: 1 Managers a given subgroup can have: 10 Moderators a given subgroup can have: 50 ([Location 4058](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4058)) - Industry Groups ([Location 4071](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4071)) - Company Groups ([Location 4076](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4076)) - Association Groups ([Location 4081](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4081)) - Alumni Groups ([Location 4085](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4085)) - Local Groups ([Location 4088](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4088)) - To find the biggest groups on LinkedIn (that you might want to join just because they’re big), go to the drop-down search box and click Groups. Don’t type anything in the field—just click your cursor so that it’s flashing in the search bar and then press Enter. ([Location 4209](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4209)) - Mostly you should be using groups to connect and build relationships with other members. ([Location 4280](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4280)) - These are the groups you will participate in daily—even if it’s just minutes a day—so you can become an Influencer. That will get you some recognition, authority, and visibility. Here are some things you should do: Do share your knowledge. Do help people out. Do express your true opinions. Do take time to answer and respond in a considerate manner. Do repurpose content you might already have that answers and adds to a group discussion. Do start your own discussions. And some things not to do: Don’t use groups as a place to place your sales letters. Don’t use groups to share a “business opportunity.” Don’t use groups to solicit multilevel marketing or direct sales down-line. No one will participate in your discussion, you are likely to get flagged, and you’ll just irritate people. ([Location 4291](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4291)) - On the left-hand side you’ll see the Search Members box. This is where you just looked for the group manager/owner by name to send them a message, but you can also use this box to search for individuals by keyword. ([Location 4362](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4362)) - Following a group member is similar to following someone on Twitter. You get access to their activity, although you won’t necessarily get direct access to them. ([Location 4377](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4377)) - LinkedIn will tell you if you share a group with someone, ([Location 4403](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4403)) - If you don’t share a group with that member, just be aware you will have to join a group in order to send them a message. You can always leave the group by selecting More > Your Settings, and on the bottom right of your Settings page, clicking Leave Group. ([Location 4413](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4413)) - One of the best things you can do on LinkedIn to position yourself as a thought leader and attract new customers or clients is to create a group. ([Location 4419](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4419)) - Group Summary is 300 characters and shares the purpose of your group. ([Location 4450](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4450)) - Group Description section can be up to 2,000 characters. ([Location 4454](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4454)) - What kind of bonuses or offers might they expect from for joining the group? (LinkedInStrategies often offers eBooks and free LinkedIn webinars to its membership.) ([Location 4461](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4461)) - I also recommend putting your contact information as well as your LinkedIn URL in the Group Description so that potential members or existing members can more easily connect and contact you with questions they might have. Don’t think of this as a disturbance or annoying—think of it as a potential client or referral partner reaching out to you! ([Location 4463](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4463)) - If you have a specific landing page for the group, you can also put it in the Website field. ([Location 4467](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4467)) - You will also want to put a group owner email address in the next field. It ([Location 4470](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4470)) - You can also activate the Promotions feature here, allowing any member to promote a product or service. ([Location 4524](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4524)) - I mentioned that you have the option of automatically removing content that’s flagged as inappropriate. The next area is where are you change the number of flags you need to remove the post. I think three flags is plenty. ([Location 4530](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4530)) - If you have a subgroup, this is where you can also display the Subgroups tab. ([Location 4533](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4533)) - If you are uploading a list, this is your only option unless you want to use your email service and send a real email to your contacts with a link to the group. ([Location 4574](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4574)) - “If you are not the owner or manager of the group you do have a limit to how many invitations you can send from the group. If you are a manager or owner and are new you will have a limited number of invitations you can send for a little while…they change with each person and their history of sending invitations.” ([Location 4584](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4584)) - LinkedIn allows you to create templates for group communications. On the Manage tab, on the left side of the page, click Templates. The templates that you can create are: Request To Join Welcome Message Decline Decline And Block ([Location 4605](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4605)) - Enable Auto Send. ([Location 4616](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4616)) - In the subject line, you might write something like “We are happy to accept you into [group name].” The Message section is where you’re going to make an effort to connect with your new member: Ask them questions. Let them know that you are happy to refer them. Ask them who would make a good client for them. Ask them what they want to get out of this group. Ask them what they want to achieve in their business. Tell them your expectations for the group. Tell them what is allowed and not allowed in the group. Encourage them to post jobs on the Jobs tab (if you have one). Encourage them to put their promotion on the Promotions tab. Give them your contact information. Encourage them to connect with you on LinkedIn. You might share a product or service with them, but make sure it’s just at the bottom of your message. You don’t want to turn people off by appearing spammy. ([Location 4624](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4624)) - The third template is the Decline template. Usually this is used when someone wants to join your private alumni or company group without being an alumni or current or former employee. It’s usually a gentle refusal, and you might even give them some other options, such as following your company page. ([Location 4634](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4634)) - Even though you can add up to 25 RSS feeds, you shouldn’t. ([Location 4641](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4641)) - Simply click Send An Announcement, change the subject line to read whatever you want it to, and write your message. You have 4,000 characters that you can add, though you probably don’t want to use all 4,000 characters—at least not every week. ([Location 4685](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4685)) - The Summary tab in Group Statistics will show you things like: When the group was started How many members you have The seniority level of your members How many comments were made Where the highest percentage of your membership resides What the highest percentage is for job function of your membership ([Location 4697](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4697)) - The Demographics tab goes more in depth into the demographics of you membership according to the following: Seniority Function Location Industry ([Location 4704](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4704)) - If you click the links on the right side of the page, you can dive even deeper and see the exact percentages of your membership through categories such as: Senior Owner Manager Director CXO Partner Entry ([Location 4706](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4706)) - If you click the Function tab, LinkedIn will show you the percentage of all your membership in the top six job functions within your group. (These will change according to the most popular functions.) Some popular functions in my groups are: Marketing Consulting Entrepreneurs Media and Communications Education Design ([Location 4716](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4716)) - Finally, the Activity tab will show you activity according to weekly: Comments Discussions Jobs Promotion ([Location 4727](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4727)) - A great way to position yourself as an expert by answering questions in your area of expertise An excellent channel for creating relationships with people who are invested enough in your questions to answer them ([Location 4746](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4746)) - I recommend copying and pasting your post or article right into the response field (remembering you only have 4,000 characters). ([Location 4838](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4838)) - Did you know that infographics have a 67% better chance of grabbing your customer’s attention than an ordinary graphic? ([Location 4988](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=4988)) - If none of these options are getting you the coverage you need, you can always pay LinkedIn for an ad to share your event with exactly the folks you want to share it with—whether or not they are in your network. You can create a LinkedIn ad for your event at www.linkedin.com/advertising. Instead ([Location 5014](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5014)) - Consider your goals when creating your poll: To engage with your tribe in general. For market research. (Be aware this is not going to be statistically accurate.) To engage with an existing client or customer (for top-of-mind awareness). To engage with a potential client or customer (by asking leading questions). ([Location 5330](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5330)) - LinkedIn polls can: Help you get more information about your market Clarify your message to be more impactful Test receptivity to new products or services Find new clients Keep you top of mind with your connections ([Location 5333](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5333)) - Attract new clients and customers Create new referral partner relationships Attract affiliates/downlines Position yourself as a thought leader or subject matter expert Drive traffic to your website Share information about your company Attract donors and sponsors to your charity Position your Internet marketing business Find candidates Find a job Other ([Location 5445](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5445)) - BufferApp.com ([Location 5455](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5455)) - Week 11 (when I had you create a strategic list of connections): Make or review your list of the Influencers in your industry you would like to create a relationship with Make or review a list of executives in your company Make or review your list of clients Make or review a list of potential clients Make or review a list of the products and services you offer right now Make or review a list of products or services you’ve offered in the past Make or review a list of products or services that you are considering offering Make or review a list of competitors ([Location 5521](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=5521)) - LinkedInLabs (http://linkedinlabs.com) is a really cool resource that highlights some of LinkedIn’s applications that they are not ready (or never will) launch in the LinkedIn platform itself. Often designed by LinkedIn employees and interns, these applications are worth noting. ([Location 6256](https://readwise.io/to_kindle?action=open&asin=B009DH4VHY&location=6256)) ## Related - [[3. Resources/Readwise/Articles/Microsoft Word - DefiningOpenStandards.doc-2|Microsoft Word - DefiningOpenStandards.doc-2]] - [[3. Resources/Readwise/Articles/Microsoft Word - DefiningOpenStandards.doc|Microsoft Word - DefiningOpenStandards.doc]]