But by then, I had written the first edition of the Ultimate Guide to LinkedIn for Business and was in the process of establishing myself as one of the country’s top LinkedIn experts.
Today, I feel confident that my career resets are over because I’m so well-connected on LinkedIn. I can fill in any gaps that may appear between now and when I ride into retirement in the not-so-distant future.
LinkedIn has changed so much over the past few years and is in a constant state of flux. Many features and tools have been retired while many new features and tools have been added, making the previous editions of this book almost obsolete.
That’s why, in this edition, I focus on networking techniques that are not technology-dependent or time-sensitive. Technology changes quickly, and social networks come and go every few years. Instead, I teach tried-and-true techniques that help you build human-to-human relationships. Sales happen after relationships are built, and technology and social networks help you reach more people than face-to-face networking can.
LINKEDIN’S EVOLUTION
When I wrote the first edition of Ultimate Guide to LinkedIn for Business, LinkedIn had approximately 150 million members and I had a whopping 689 connections. To be honest, I wasn’t completely sold on LinkedIn’s value at the time, but I was a regular contributor to the Groups and LinkedIn Answers sections of the site. I did get some business from LinkedIn at the time, but nowhere near what I get today.
At the time, LinkedIn was primarily a website where you could look for a job, find great employees to hire, or connect with recruiters who could help you with those tasks. Almost all LinkedIn’s revenue came from recruiters’ premium accounts, job postings, and the LinkedIn Job Seeker (now called Premium Career) premium membership.
One of the most popular LinkedIn tools back then was LinkedIn Answers. You could demonstrate your expertise by answering questions posted by other LinkedIn members. You could also post your own questions, and experts would give you free advice. You earned points by answering questions and could appear at the top of a live leader board if you answered enough questions every day. Getting on the leader board meant lots of exposure for your business.
LinkedIn had a variety of third-party apps, including SlideShare Presentations (which it acquired in 2012), Google Presentations (now called Google Slides), E-Bookshelf, My Travel, Polls, and many more. These apps were very random and really didn’t fit into the LinkedIn platform. In my opinion, these apps were LinkedIn’s halfhearted attempt to increase user engagement and give people a reason to log in more than once a month.
LinkedIn’s in-house apps were limited to LinkedIn Mobile and CardMunch. The LinkedIn Mobile app was very rudimentary at the time and had only a fraction of the functionality provided by the desktop platform.
Do you remember CardMunch? It let you take a picture of a business card, and a data entry person on the other side of the world would type the information into the LinkedIn platform manually. A few days later, the new connection would appear in your LinkedIn network. We’ve come a long, long way in a few years.
In 2013, Jeff Weiner, CEO of LinkedIn, declared he wanted LinkedIn to be the largest publishing platform on the internet after LinkedIn Today began to become more popular. LinkedIn Today lets you subscribe to content being posted on LinkedIn by people like Richard Branson, Bill Gates, and other business moguls. You could also subscribe to content from publishers like The New York Times, The Washington Post, and most other major news outlets. This was a great way to let LinkedIn members create a custom newsfeed that would bring them back to LinkedIn every day.
There are many newsfeed apps like Flipboard, Feedly, and the now-defunct Zite that let you create custom content feeds on your tablets and mobile devices. One of the most popular newsfeed apps at the time was Pulse, so LinkedIn acquired it for $90 million in 2013. This was a big step forward for LinkedIn in their pursuit of being the top content website.
So LinkedIn Today turned into LinkedIn Pulse, and almost overnight, LinkedIn built a powerful publishing platform. Content was being pulled into LinkedIn from most major publishers, and LinkedIn members could publish their own content on the Pulse platform as well.
Before long, thousands of new articles were being published every day by LinkedIn members and influencers. This gave LinkedIn members a place to share their expertise and gain exposure to the entire LinkedIn network, which at the time had more than 300 million members.
The second edition of Ultimate Guide to LinkedIn for Business was released in 2015, as LinkedIn was once again overhauling the desktop platform.
I chuckle when I look at the screenshots of the LinkedIn dashboard in the second edition. Today, LinkedIn looks nothing like it did just a few years ago, and it continues to evolve. In fact, today more than 60 percent of users access LinkedIn with their mobile devices, so in this edition I’ll show you how to get the most from LinkedIn’s new mobile apps.
The LinkedIn newsfeed is now the heart of the “new” LinkedIn, whether on desktop or mobile. As you subscribe to topics (now called hashtag communities), relevant content will appear in your newsfeed. There is even talk of showing posts from your LinkedIn Groups right in your newsfeed to encourage further engagement in Groups.
LinkedIn is also preparing to roll out intelligent bots in LinkedIn messages, which will automatically schedule appointments when you agree to meet someone you are chatting with. LinkedIn will be integrated with your calendars, so the bot will find a time you are both available and automatically create the appointment when you both agree. It will even go one step further and suggest an available conference room if you both work for the same company, a location if you are both in the same city, or an online meeting room like Zoom or Skype.
Partnerships are at the heart of LinkedIn’s new content strategy. For example, its integration with Microsoft products has exceeded Weiner’s expectations so far. Here are some of the ongoing LinkedIn/Microsoft integrations, with many more on the way:
■ The LinkedIn identity and network is included in both Microsoft Outlook and the Office suite.
■ LinkedIn notifications are now added within the Windows Action Center.
■ Members who draft resumes in Word can update their profiles and discover and apply to jobs on LinkedIn.
■ The reach of sponsored content across Microsoft properties is extended.
■ Enterprise LinkedIn Lookup is now powered by Active Directory and Office 365.
■ LinkedIn Learning is now available across the Office 365 and Windows ecosystem.
■ Expect to see more about the addition of a business news desk across the content ecosystem and MSN.com.
■ Social selling will eventually look different through the combination of Sales Navigator and Dynamics 365.
The future is bright for LinkedIn and Microsoft, and I can’t wait to share more success stories in future editions of Ultimate Guide to LinkedIn for Business.
MY PERSONAL LINKEDIN STORY
When I first moved to San Francisco in 1979, it was easy to find a job. Silicon Valley was growing like crazy, and the high-tech industry was desperately looking for skilled workers. Companies were growing so fast that they posted job openings on billboards outside their sprawling tech campuses. I could drive around Silicon Valley, drop off my resume at security desks, and have multiple job offers by the end of the day. For more than 20 years, I had a secure career, knowing I could change jobs and get a significant raise whenever I wanted.
The high-tech boom of the 1980s and ’90s was a very wild ride, primarily straight up. I built a strong network of contacts in the high-tech industry in my career as a network manager, working for leading-edge companies like IBM, Cellular One, and Digital Equipment Corporation. Life was fabulous, and I was a recognized leader in my field, featured in many trade magazines and even the annual report of a networking company, Xyplex.
But the internet boom of the late 1990s was like pouring gasoline on a fire, accelerating the growth of the high-tech i
ndustry exponentially—and far beyond the economy’s capacity to handle it. It was the era of the dotcom bubble.
Then came Y2K and the turn of the century. Do you remember hearing about the fears that computers would crash at midnight on New Year’s Eve because they couldn’t handle the year 2000? Electricity would stop flowing. Water would stop flowing. Banks would fail. Air traffic control would be in chaos and planes would be stranded in the air.
None of the crazy fears materialized, but the bubble did burst that year, collapsing the entire tech industry. High-tech companies began laying off employees for the first time ever. Many companies closed their doors. Others sold themselves off for pennies on the dollar. Within one year, more than 500,000 high-tech workers lost their jobs in Silicon Valley alone. Most of the remaining jobs were outsourced overseas. Salaries plummeted for those lucky enough to keep a job, but most of us were unable to find work for the first time in our careers.
When my consulting practice went under in late 2001, I began reaching out to my network of colleagues for work. I didn’t care if it was a consulting gig or a full-time job. I was sure someone would have a lead for me.
But a scary thing happened when I reached out. I couldn’t reach most of my network. Emails bounced back. Telephones were disconnected. I heard, “The number you have reached is no longer in service” over and over. Many of my colleagues had moved out of the area because of the high cost of living and the lack of career opportunities.
I felt lost. I had no way to reach a network that had taken 20 years to build.
There were no networking websites like LinkedIn in 2001, so I joined a local business networking group. We met once a week for breakfast and traded leads. Most of them were worthless, but occasionally a lead would pan out. It also gave all of us an excuse to get out of the house, since we were all struggling, work-at-home consultants.
My business treaded water for the next few years as the economy recovered from the dotcom crash and 9/11. The only way to get new projects was from referrals, in-person networking, and cold calling because I couldn’t afford to advertise.
In 2004, I received an email invitation from a friend who wanted to connect with me on LinkedIn. I didn’t know what LinkedIn was, but I registered to check it out and officially became LinkedIn member 2,239,835.
I signed in and looked around a bit, but there wasn’t much to see. I joined a couple of alumni groups, searched for some old co-workers, and then pretty much ignored it for the next year. I considered LinkedIn nothing more than a resume website.
Over time, though, LinkedIn added more features, making the site more useful. Adding the ability to interact with others was the turning point, and membership began to increase.
I discovered that if I answered questions in the Answers sections, people started reaching out to me with contract opportunities. I also posted provocative questions, which attracted a lot of attention and led to some interesting conversations.
LinkedIn became a useful tool in my consulting practice. My network expanded significantly as I connected with more people and joined Groups. After being a passive observer of LinkedIn for years, I realized that the more I participated, the more consulting work came my way.
Today I run my own company, Search Marketing Simplified LLC. I use LinkedIn to generate leads for my business by posting useful content such as articles and videos, engaging with my connections through messages, and sharing their content if I think my network could benefit from it. I also manage our paid ads on LinkedIn, which are extremely targeted and very effective. I’ll share more details about LinkedIn advertising later in the book.
WHAT YOU’LL FIND IN THIS BOOK
Throughout this book, I’ll share my perspective of LinkedIn from the eyes of a direct marketer since I am a direct marketer by trade. As far as I know, I’m the only LinkedIn expert who treats the site like a search engine and marketing platform using a direct-marketing approach. I’ll also share tips to help you get maximum exposure for your personal profile and your company using search engine optimization (SEO) techniques.
Most LinkedIn books teach you the fundamentals of LinkedIn but don’t go into much detail. You learn how to create a basic profile and how to use the LinkedIn tools, but you don’t get into the nitty-gritty details that make you a LinkedIn expert.
We’re going to go deep in this book—very deep. We’ll start with the basics, and then I’ll show you the advanced tips and tricks that will help you stand out from your competitors.
You will find as you navigate LinkedIn that it is constantly being updated. This is good news for you because it means you always have the most innovative and up-to-date networking tools available to you. You may notice that interfaces change from time to time and tools/features may move or be renamed. This is typical to the LinkedIn experience. As such, please note that some protocols and images you see detailed in this book are subject to change on the live site. Where possible, I’ve tried to add links that should take you to the most recent pages on LinkedIn where you can find current information. And, of course, you can always go to the Help section for answers.
Since my use of LinkedIn has evolved over the years, I’m going to share my unique approach to generating more business from LinkedIn. My approach is based on an old-school method (yes, I prefer to use proven methods that have worked for years and still work) called AIDA.
AIDA is short for Attention, Interest, Desire, and Action, which are the four steps in the buying process. Before someone will become your customer, they must be aware of your business and your products. This is the Attention stage. Once they know you exist, they have to be interested in your products and services. This is the Interest stage, where they discover how your products and services can solve their problems. The Desire stage is where they’ve evaluated all of the options in the marketplace and are convinced you are the best solution to their problem. Finally, the Action stage is where you close the sale.
This third edition of Ultimate Guide to LinkedIn for Business is inspired by and mirrors that concept of AIDA so you can see how I apply this approach to my daily LinkedIn strategy. Throughout the book, you will learn lots of great tips to help you get maximum exposure and find what you need to grow your business or advance your career.
First, I’ll show you the ins and outs of LinkedIn by introducing you to the vast array of features and tools available to you. I’ll explain each feature and tool in detail and show you some best practices for each. Some of the LinkedIn features you will learn about include:
■ your homepage
■ profiles
■ jobs
■ Groups
■ articles
■ video
■ hashtag communities
■ LinkedIn Pages
■ tools
■ mobile
■ settings/personalization
■ advertising
■ Premium for business, sales, and recruiters
■ Sales Navigator
■ ProFinder
I’m going to show you how to leverage the power of LinkedIn to create a searchable LinkedIn profile that will rise to the top of the search results in both LinkedIn and Google.
After you master the basics, I’ll show you how experts get the most out of LinkedIn. We’ll review step-by-step case studies demonstrating how to use LinkedIn for various outcomes. If you are looking to grow your business, I’ll show you how to find your perfect clients or customers. If you’re looking to hire someone new, I’ll show you how to find your dream employee.
Today, the business world is changing faster than ever. You need to be well-connected so your business will thrive through the peaks and valleys of the economy. You need to build a strong, stable professional network that can provide guidance and support during trying times. During your boom times, you can provide guidance and support to those in your network who are struggling. In Chapter 1, I’ll explain the benefits of joining LinkedIn and show you how it can help you build your idea
l professional network and grow your business. Let’s get started.
Chapter 1
Why LinkedIn?
The better question is, “Why not LinkedIn?” With hundreds of millions of business professionals from nearly every company in the world just one click away, why wouldn’t you spend more time on LinkedIn if you were trying to grow a business?
You know when you’re thinking about buying a new car and suddenly you see that model everywhere? You never noticed many on the road, but now that you’re considering buying one, it seems like everyone is driving it. It’s called the Baader-Meinhof phenomenon, and it’s a well-known psychological effect.
I have the same problem when I see online ads and keywords. Sometimes I feel like Don Draper from the TV show Mad Men, analyzing every ad and keyword I see. Since I’m an SEO and online marketing expert by trade, I see the internet from the perspective of online ads, keywords, and search rankings. I’m always trying to figure out how a company gets top rankings or maximum exposure from their marketing campaigns.
I look for the same patterns on LinkedIn. Which companies appear consistently in LinkedIn? Which people get the most exposure? Which keywords get the most traction?
THE DEMOGRAPHIC GOLD MINE
With approximately 575 million members (at the time of this writing) and growing, LinkedIn is considered the most trusted social media platform among Washington Insiders by the National Journal. Unfortunately, most LinkedIn members don’t see the site as a powerful business tool but as a place to post their online resume. They expect others to hunt them down without providing any value to the site in exchange.
According to LinkedIn, only 23 percent of their members are considered active users, logging in more than once a month. The remaining 77 percent are considered static users, and LinkedIn is trying hard to engage them.
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