LinkedIn Marketing: An Hour a Day

443 Pages·2012·15.83 MB·English

Table of Contents
Cover
Praise for LinkedIn Marketing: An Hour a Day
Acknowledgments
About the Author
Foreword
Introduction
Chapter 1: Get LinkedIn
Social Marketing Is Marketing
Understanding LinkedIn
Using LinkedIn
The Future of LinkedIn
Chapter 2: Weeks 1–2: Get Started on LinkedIn
Week 1: Prepare Your LinkedIn Presence
Week 2: Define Goals and Join LinkedIn
Chapter 3: Weeks 3–6: Ready, Set, Profile
Week 3: Nifty Tools and Ninja Tricks for Creating Your
Keyword List
Week 4: Optimize Your Profile and Be Findable
Week 5: Customize Your Profile to Stand Out in the Crowd
Week 6: Utilizing Extra Real Estate
Chapter 4: Weeks 7–9: Use Your Company Profile for
Branding and Positioning
Week 7: Creating a Company Profile
Week 8: Adding Products and Services
Week 9: Company Updates, Analytics, and Job Postings—Yours
and Others
Chapter 5: Weeks 10–15: Creating and Managing a
Network That Works
Week 10: Using LinkedIn’s Add Connections Tool
Week 11: Connecting to Strategic Contacts
Week 12: Using LinkedIn’s People You May Know Feature
Week 13: Managing Your Network
Week 14: Monitoring Your Network
Week 15: Giving and Getting Recommendations from Your
Network
Chapter 6: Weeks 16–18: Getting Strategic with Groups
Week 16: Building Your Network with Strategic Groups
Week 17: Creating Relationships with Groups
Week 18: Creating Your Own Group
Chapter 7: Weeks 19–22: Get Strategic with LinkedIn’s
“Other” Options
Week 19: Using LinkedIn Answers
Week 20: Using LinkedIn Events
Week 21: Sharing with Applications
Week 22: Exploring Industry-Based and LinkedIn Apps
Chapter 8: Week 23: Putting It All Together
Monday: Use Updates for Inbound Marketing
Tuesday: Use LinkedIn Signal
Wednesday: Create a Powerful Inbound Marketing Connections
Strategy
Thursday: Showcase Your Skills in Answers
Friday: Understand 3 and 3
Chapter 9: Optimizing Your Time Using LinkedIn
Getting Started on Your Checklist
Monthly, Daily, and Weekly Checklists
Checklists for Each Day of the Week
Chapter 10: LinkedIn Ads, Labs, Apps, and Tools
LinkedIn Ads
LinkedIn Labs
LinkedIn Mobile
LinkedIn Tools
LinkedIn Third-Party Applications
Chapter 11: LinkedIn and You: Getting Specific
LinkedIn and Job Seekers
LinkedIn for Entrepreneurs
Recruiters, HR Personnel, and Hiring Managers
Legal Professionals
Women on LinkedIn
Real Estate Professionals
Nonprofits and LinkedIn
Some Final Tips on LinkedIn for Marketing
Index

Praise for LinkedIn Marketing: An Hour
a Day
“Viveka is an exceptionally knowledgeable LinkedIn and social media trainer.
I’ve had the great pleasure of featuring Viveka several times on my various
classes and she always delivers. Not only does she have tremendous expertise
on LinkedIn in particular, her teaching style is extremely effective. She has the
ability to chunk down and sequence everything you need to know to really
optimize and succeed using LinkedIn. In her new book, she is able to bring her
skills and voice to the written page. Apply Viveka’s teachings in this book and
you will get measurable results! Two thumbs way up.”
—Mari Smith, Social Media Thought Leader, author of The New Relationship
Marketing, and coauthor of Facebook Marketing: An Hour A Day)
“In her great new book, Viveka von Rosen, a very well-respected entrepreneur
and LinkedIn authority, provides all the information needed to make LinkedIn
a valued and highly-profitable part of one’s business. Really, this is a complete
and thorough, ‘soup-to-nuts’ guide on how to effectively utilize what is
perhaps the world’s most well-known online business medium; one with a
huge potential that most people are still not tapping. Read this book, follow
Ms. von Rosen's sage teachings and watch the quality of your connections,
and your income take a sharp turn upwards.”
—Bob Burg, coauthor of The Go-Giver and author of Endless Referrals
“Viveka von Rosen is my absolute go-to person for LinkedIn knowledge. She
knows it inside, out, backwards, and forwards and even better, she knows how
to explain LinkedIn in simple, easy-to-follow language. Her book is an
absolute must for marketers, business owners, consultants, sales
professionals, and anyone looking to use LinkedIn to grow their business. I
know I learn something amazing every single time I talk to her and now you
can get it all in one handy book!”
—Andrea Vahl, Social Media Consultant, Strategist and Speaker, Coauthor of
Facebook Marketing All-in-One for Dummies
“Studies show that more women than men use social media to do what they do
best...connect, network and collaborate. If you're a woman with a message
that you want to the world to hear, with a business you want to grow or a
movement you want to launch, social media is THE ticket to getting you there.
But ladies...Don't limit yourself to Facebook and Twitter. LinkedIn is just as
important a platform to get your word out. In her book LinkedIn Marketing:
An Hour A Day, Viveka von Rosen meets you wherever you are on your
journey, bringing you an invaluable roadmap for learning and leveraging
LinkedIn in just one hour a day, so you can do what you came her to
do...deliver value, make a difference and make your passion profitable! Don't
wait another minute...go get LinkedIn Marketing: An Hour A Day today!”
—Liora Mendeloff, President & Founder, Women Speakers Association
“Viveka rocks the world of LinkedIn. Period. It’s not only about her
knowledge and expertise with LinkedIn—but it’s her friendly personality and
authentic delivery of the content which will make you a fan of Viveka—and
LinkedIn!—as you read her book!
—Neal Schaffer, Author of Maximizing LinkedIn for Sales and Social Media
Marketing
“This book is very effectively written for a practical seeker of results using
LinkedIn, especially for exposure and introductions that lead to revenue
growth. Viveka’s natural enthusiasm and effervescence comes through while
she guides us through a step-by-step method for maximizing the value we get
from our LinkedIn profile.”
—Joseph Olewitz, Author of www.IntentionalGrowthBlog.com and business
development consultant
“Viveka delivers her extensive knowledge of LinkedIn in a fresh voice, using
real-world examples that we can all relate to. Her passion for this topic is
evident in every chapter, sharing her personal experiences as well as those of
her contacts and customers. You won’t find ‘Rock Star’ or ‘Guru’ advice
within these pages, but rather practical, actionable tips and techniques that
can be applied immediately to achieve measurable results. In the swirling sea
of “experts” on this topic, Viveka is an island of verifiable expertise. She
needs not call herself an expert on LinkedIn, you will bestow that title on her
yourself after reading this book.”
—Miles Austin, The Web Tools Guy at FilltheFunnel.com
"I've had the pleasure of working with Viveka and sitting in on her classes,
and I love the way she simplifies LinkedIn and makes it so accessible and
practical. No one knows more about LinkedIn and how to make it really work
for your business. Viveka takes all the mystery and overwhelm out of LinkedIn,
so you can use it to generate more clients and more revenue!"
—Lou Bortone, Video Marketing Specialist, http://www.loubortone.com
“Viveka von Rosen has the unique ability to blend an abundance of
knowledge, technical aptitude and practical experience with a witty always
entertain brand of speaking. She teaches you how to better your expertise
while not preaching a singular message. On a one to one basis you feel, after
just a few minutes, that you have known her forever, Viveka will have you
exceeding your expectations.
I knew, as with all her publications, that LinkedIn Marketing: An Hour a Day
would teach me some new tricks, however what it did do was help me through
the myriad of errors that we all make when we follow the path by ourselves. If
you are fortunate to have Viveka speak to your group, you will see that she
will guide through the malaise of confusion that is Social Media and find out
why she is recognized as one of the most influential people in the market
place. However don’t take my word for it, get LinkedIn Marketing: An Hour a
Day for yourselves.”
—Dennis Pugh, President, International Technical Rental Association
“You can spend an hour a day thinking about your next marketing move or
you can spend an hour a day reading this book and make many more trips to
the bank to make deposits! I’ve known Viveka for many years, and her
LinkedIn advice never fails to be anything but relevant and practical. By
employing even a few of the suggestions in her book you can have a big
positive impact in the results you achieve from your social marketing.”
—Al Lautenslager, Author, Guerrilla Marketing in 30 Days
“LinkedIn is a phenomenal resource for business people to connect with each
other. And Viveka von Rosen is a phenomenal guide to that central B2B hub.
She knows LinkedIn through and through - and has kicked its tires more than
a few times. If you have wanted to get up to speed quickly in the most
'connected' space for business people to gather, read this book!”
—Laurie Macomber, CEO, Blue Skies Marketing
Wow! I thought I was using LinkedIn effectively, but after reading Viveka von
Rosen’s book, I’m really ready to rock it in a much bigger way! LinkedIn
Marketing: An Hour A Day not only provides strategy, but it provides
actionable tactics to get the most out of the time you invest in LinkedIn.
Whether you’re new to LinkedIn, or have been using it for a long time, you’ll
find ways to power up your results. Viveka makes it easy.
—Ava Diamond, Keynote Speaker, Author, Founder of Big Impact Speaking.com
If there was ever an authority on getting heard, read, and remembered on
LinkedIn, Viveka von Rosen would be that authority. As a Professional
LinkedIn Strategist and social media phenom, Viveka does something that not
many in her industry do... Listen. Whether you're consuming her in-book
brilliance or simply chatting in person, Viveka's love of learning and bringing
value to others is second to none!
—Brett Fairall, Creator of WOWsume
“Like many, strategically participating in LinkedIn was on my “learn how to-
do” list for way too long. I was on pause simply because I wasn’t sure how to
move forward. Then I read LinkedIn Marketing-An Hour a Day. BAM! I was
on track. This book is an unbelievable resource that provides the tangible
tools and step by step instructions you need to easily make participation in
LinkedIn a strategic business habit. This book has been absolutely essential to
my business success, making it one of my top ten resources for reaching
potential clients.”
—Kris Boesch, CEO, Choose People
“Viveka’s book is a well structured, pragmatic, do-it-now, get results, piece of
art. I'm amazed at the different ways to get value from LinkedIn, ways I would
have never imagined.”
—Alan Martin, Sr. Account Executive at Oracle Telecoms North America
"When it comes to using LinkedIn, there are only a handful of people who are
truly experts and Viveka von Rosen is at the top of the list. Not only is Viveka
extremely smart, she knows how to teach and write about using LinkedIn so
it's easy to understand and more importantly, easy to implement her tips and
tactics so you get the results you want. Viveka is my go-to gal when I need to
learn the latest about how to use LinkedIn to boost my visibility and my
business."
—Denise Wakeman, Online Visibility Mentor, http://DeniseWakeman.com
Senior Acquisitions Editor: Willem Knibbe
Development Editor: Alexa Murphy
Technical Editor: Stacy Donovan Zapar
Production Editor: Rebecca Anderson
Copy Editor: Elizabeth Welch
Editorial Manager: Pete Gaughan
Production Manager: Tim Tate
Vice President and Executive Group Publisher: Richard Swadley
Vice President and Publisher: Neil Edde
Book Designer: Franz Baumhackl
Compositor: Cody Gates, Happenstance Type-O-Rama
Proofreader: Scott Klemp, Word One New York
Indexer: Ted Laux
Project Coordinator, Cover: Katherine Crocker
Cover Designer: Ryan Sneed
Cover Image: © Robert Churchill / iStockPhoto