A Guide to Using LinkedIn - by Nigel Temple founder of The Marketing Compass

~ A free excerpt from the book ~

~ Available via Kindle for £3.77 click here ~

By Nigel Temple BA (Hons) MCIM

LinkedIn overview
“LinkedIn is turning into a self-populating CRM. It has most of the features I would look for within a CRM, with the USP that it has millions of contacts who, quite helpfully, keep their contact and profile information up-to-date for me.” ~ Jacqui Hogan, management consultant

LinkedIn is a social networking website for business people, which was launched in 2003. At the time of writing, LinkedIn has over 350 million members in 200 countries. There are over 15 million members in the UK. (This will have risen, by the time you read this). The site is available in 20 languages and approximately two new members join every second.

Use LinkedIn to connect with dormant clients, past colleagues, old friends, influencers and potential clients. It should automatically appear in your web browser, when you wake your computer up in the morning. You can achieve this, by using ‘tabbed browsing’.

* Some 40% of users login every business day to the site.
* LinkedIn is another way for people to find you, via search engines.
* New features are typically rolled out slowly – usually starting with intensive users first.

LinkedIn overview
Relationship marketing
Your profile
Free membership
Navigation bar
Building your network
Generating enquiries

The following sections are listed alphabetically:
* Avatar image (your photo)
* Character limits
* Companies, finding and following
* Company page
* Connections
* Contact Info
* Decision makers
* Email contact requests
* Emails from LinkedIn
* Employees – finding
* Endorsements
* Experience entry
* Exporting contacts
* Following
* Follow-up
* Gratitude
* Groups – joining
* Groups – starting your own
* Groups – working with
* Help Center
* InMail
* Invitation limits
* Long form publishing / posts
* Media, uploading
* Messages, receiving
* Messages, sending
* Messages, writing
* Network, growing your
* Password (your personal)
* Premium membership
* Profile views
* Promoting your profile
* Recommendations
* Relationship tab
* Research
* Right hand column
* Search engines (being found within)
* Searching within LinkedIn
* Settings
* Social sharing
* Strapline
* Telephone calls
* Conclusion
* Glossary

Relationship marketing
Social media is all about relationships. Take your time to get to know people. Think about the longer term. Be helpful and supportive.

Use the Golden Rule: “Do unto others as you would have them do unto you.”

Relationship marketing includes digital elements, i.e. content marketing, email and the numerous features within LinkedIn. It also includes telephone conversations, meetings and other ‘real world’ activities. Successful networkers combine all of these elements.

Free (basic) membership
* Create your Profile.
* Build your network.
* Find contacts, colleagues etc.
* Ask for and provide recommendations.
* Ask for up to five introductions at a time.
* Search for and see member profiles.
* Receive InMail messages.
* See 100 results per search.
* Save up to three searches and receive alerts on those searches.

Your Profile
This is the most important thing to get right within LinkedIn. Fill it in and keep the information up-to-date. Click Profile / Edit Profile. Click on the various sections to add information about your professional accomplishments.

You can choose the order in which the various ‘Background’ sections appear.

Background sections:

–  Summary

–  Experience

–  Education
–  Honors & Awards

–  Language

–  Organizations
–  Publications
–  Skills & Endorsements
–  Test scores

–  Volunteering Experience / Opportunities
–  Additional info

(LinkedIn keeps adding more of the above type of sections; you can view them by clicking
Profile / Edit profile. You will see two blocks – click ‘View more’ just underneath them).

You will also find the following, towards the foot of your Profile:





NB: use keywords. Write a list of keywords which describe your expertise. For example, here are mine:

marketing consultant, digital marketing, sales, social media, LinkedIn,
consultant, trainer, public speaker,

What is the difference between the three lines, above?

Use three of your keywords to create a ‘keyword phrase’ which describes the main area of expertise that you want to be found for. Use this within your strapline, throughout your profile and every other area of LinkedIn. Ensure that your other keywords are in each section of your profile.

Don’t use words such as dynamic, effective, experienced, motivated, problem solving, professional – as these are over-used terms. Instead, give examples of what you have actually achieved.

Whilst you are editing, a box may appear in the RHC asking whether you want to notify your network that you are making changes to your profile. I suggest that you select ‘No, do not publish an update’, as this can annoy your contacts. An alternative way to achieve the same results is via your Privacy settings. This menu item appears when you hover over your avatar image (photo) in the URHC.

Customise your URL
You have a unique LinkedIn ‘vanity’ URL that you can customise, either with your name or with a keyword phrase. Instead of a URL with random characters at the end, it will look like this: http://www.linkedin.com/in/nigeltemple   …if someone (who is logged in) clicks on this link they will go to your profile. If they are not logged in they will see something highlights from your Profile.

It is a good idea to see what your profile looks like, when you are not logged in – as quite a bit of the functionality will then make more sense to you (i.e. endorsements).

Customize your URL here: https://www.linkedin.com/profile/public-profile-settings#
and click ‘Customize your public profile URL’ on the RHS of the screen (scroll down a little).

How to change the Current, Previous and Education lines at the top of your profile
This information is extracted from the Experience and Education sections of your profile and is determined as follows.

Current – Displays up to three current positions, taken from the Experience section of your profile. If you have more than one current position, the one with the most recent start date will be listed first, then the second most recent start date, then the third. In order to change the order, edit your profile and change these dates.
Previous – Displays up to three past positions from the Experience section of your profile. Positions will be listed by most recent end date (left to right). They can’t be reordered.
Education – Displays only the first entry from the top of the Education section of your profile, although you can select which entry to display by rearranging your education entries.

If people regularly mis-spell your name, include variants of your name, within your Summary.

~ Free excerpt finished ~

Buy the book now for just £3.77 click here
LinkedIn training from Nigel Temple:  www.linkedintraining.pro

– Published by The Marketing Compass Press –

All trademarks and copyright acknowledged. LinkedIn is a trademark of the LinkedIn Corporation.