8/22/2017. Building Your Brand and Network Using LinkedIn. Building Your Personal Brand. Fall Midwest IASA Conference

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1 Fall Midwest IASA Conference Blue Springs, Missouri September 13-15, 2017 Building Your Brand and Network Using LinkedIn Danielle Johnson Social Media Manager Building Your Personal Brand Did you know that LinkedIn lets you optimize your personal profile to achieve a higher rank on Google Page Rank? Use Google AdWords to help with your Keywords A Well Constructed Profile is More Likely to be FOUND Where to Put Your Keywords: Professional Headline Summary Projects Job Titles Join Groups with those Keywords 1

2 Why LinkedIn? > The world s largest professional network > Number 1 social network for professionals 500M+ 1 Active Users Growing at more than two LinkedIn members per second 87% Trust LinkedIn as a source of information affecting decision making. 2x 1 More confident in the information 1 found on LinkedIn than any other social site. 63% Of High Net Worth investors use social media to help determine what products to purchase. Source: LinkedIn Add a Professional Photo Select a photo that represents you professionally. Did you know that adding a profile picture makes your profile 14x more likely to be viewed by others? Add a professional banner to help set you apart from the crowd. This helps humanize your profile. Make sure your photo is recent, approachable and high quality. LinkedIn Headline Make your headline memorable but also easily searchable using keywords related to your industry 120 characters to let your connections know who you are and what you do Include your most powerful keywords List your best qualities, skills, and your strengths, not just your job title Be creative Does your LinkedIn headline set you apart? According to a statistic, 8 out of 10 people, on average, read headline copy, compared to 2 out of 10 who read the rest of the profile. 2

3 Compelling LinkedIn Summary Write in First or Third Person Tell a Story List Specialties 2,000 characters to summarize and highlight your accomplishments and the types of jobs you have add Include a quote, testimonial or endorsement from a client Close with a call to action: tell your audience what you want them to do or where they can go to get more information Juice up Your Experience Section Experience is not your resume. Make sure the jobs you choose to list support each other. Make sure your keywords fall into your experience section. Focus primarily on sharing your accomplishments rather than your job duties. Add examples of your work in photos, presentations and videos. 12X more views than those without. Include Volunteer Experience and Causes Showing your philanthropic and humanitarian interests prove that you are a well rounded individual which your Connections may find interesting and relatable. Your profile is 6x more likely to be viewed if it includes volunteer experience and causes. 3

4 Customize Your LinkedIn Profile URL Creating a unique profile URL will help users find you simply by searching for your name within LinkedIn, and other search engines. Default LinkedIn URL Example: Customized LinkedIn URL Example: Add your LinkedIn URL to your signature and business card. LinkedIn let s you change it at any time, but pick something easy to remember and stick with it. Use Anchor Text in Links Change the link s anchor text to something more attention grabbing than the standard options LinkedIn provides. Each profile can display up to 3 website links that can then be customized by editing your profile, clicking edit on the website links, and selecting Other in the drop down menu. Add Skills and Get Endorsed Think Quality, Not Quantity Get the Right Endorsements Keep your Skills Relevant Your profile is 13x more likely to be viewed if it includes skills. 4

5 Build Your Professional Brand Share an Update vs. Write an Article Share an Update Use when you are sharing third party content. Sharing a photo Short update Write an Article Use when writing your own blog or article and you want it to LIVE on LinkedIn s blogging platform, Pulse ,000+ words Longer than a paragraph. Why Like, Comment and Share? Forwards the Liked post to your 1st Degree Connections, and appears on their newsfeed. Create conversation and helps showcase similar interests. When commenting on a user s status, this sends an alert back to the user/1 st Degree Connections. Helps create conversation, and shows that you are an engaged LinkedIn user. Allows you to redistribute someone else s content as a status update to your Connections. Effective marketing strategy. 5

6 Follow the Right People Follow your current clients and prospects Use LinkedIn s powerful search tools Leverage warm introductions to expand your network Take advantage of who s viewed your profile Review your shared connections Find and Join LinkedIn Groups Share in LinkedIn Groups. Every Group post you make and question you answer is an opportunity to market yourself and to build your credibility positioning yourself as the industry expert. LinkedIn Best Practices Audit: Fill out as much of your profile as you can Add a photo to your profile Include a professional headline that brands YOU Write a compelling Summary Detail your past Work Experience Include Volunteer Experience and Causes Personalize your LinkedIn URL Make your profile rich with keywords Find who you know and the right people Actively participate in groups Acquire 500+ connections for social proof Update your status regularly Like, Comment and Share Put the time in necessary to optimize your results from LinkedIn 6

7 Questions? 7