Digital Marketing Insights

Our second presentation was on LinkedIn

Why LinkedIn

  • used in over 200 countries world wide
  • over 135 million professional users
  • 4.2 million users in Canada
  • approximately 1 million new members every week
  • 50% of users are  decision makers for their organization
  • 17,800,000 members in groups
  • 1,500,000 new members in groups per week
  • 1,200,000 comments or posts to groups per  week
  • 3 largest sectors are Service 20%, Finance 9% & High Tech 9%

LinkedIn – The Real Guide

Creating a Profile

  • use your real name (if you use a company name, people will automatically think you are trying to sell them something)


  • professional looking, engaging, credible
  • smiling head shot (LinkedIn has removed photos that aren’t headshots)


  • appears below your name in professional headline
  • be sure to change to something descriptive
  • what do you offer?
  • no cliches or jargon, use plain English
  • add link (won’t be hyperlink)
  • ex: I help companies/people…..

Company Website

  • make descriptive, don’t just use link

Utilize the Summary!

  • there are 2000 characters available in the summary, use them!
  • tell a story
  • PAR statements
  • if you need a refresher…..
  • problem
  • action
  • result


  • you are not your title
  • stand out
  • be different
  • plain simple English
  • leave comments in discussions – get your voice heard
  • be known as a subject matter expert

Finding Contacts

  • use the Search tool
  • search pulls from ‘Current’ and ‘Past’ positions
  • Advanced Search Tool
  • ‘Add Connections’
  • connect through email contacts
  • may not allow for custom invites
  • Search Members through Groups
  • Introductions
  • through 1st degree contacts
  • only if not urgent

Growing Your Network

  • value of LinkedIn is viewing your 1st degree contact’s connections
  • can’t have more than 30,000 1st degree contacts
  • don’t discriminate who you connect with; you want their 2nd and 3rd degree contacts (you want to know who they know)
  • for 2nd and 3rd degree contacts, use the Yellow Box on the right hand side
  • LinkedIn requires you to choose how you know the person
  • ‘don’t know’ may not allow you to send invite, best to choose ‘friend’
  • always use personalized invitations
  • when sending invitation, always include a signature
  • this lets people know who you are and what you do, however, LinkedIn won’t let you include email or website so you tagline
  • always send a personal message back when someone wants to connect
  • ex: ‘Hi, happy to connect/thanks for the invitations, let me know if I can help’. Then finish with email signature (this tells people what you do)
  • discussions ; members
  • ‘Recommendations’
  • ‘Viewers of this Profile Also Viewed’
  • ‘Connections’
  • if you become 1st degree contacts with your competition, you will be able to see their contacts and vice versa

Becoming a LinkedIn Thought Expert

  • write an ebook
  • write an e-zine
  • always think of your brand when posting
  • add your own valuable content to Answers/Discussions, not just ‘sounds good’ or ‘good question’
  • create your own group for your target audience
  • from within the group, you can send group members an ‘announcement’ (newsletter)
  • better to set up a group on behalf of your organization than to set up a company page
Mouneeb is an experienced digital marketing strategist with a passion for helping clients achieve their goals online. With over 15 years of experience in designing, developing, and managing a team that develops top-notch web projects, he brings a wealth of information to the teams that he leads and the leaders that he follows.

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