DOLEIRO

7 Habits of Highly Effective People

Be Proactive, Personal Vision

Habit 1:

Proactivity means that, as human beings, we are responsible for our own lives. Our

behavior is a function of our decisions, not our conditions.

There are three central values in life: the experiential (that which happens to us), the

creative (that which we bring into existence), and the attitudinal (our response to difficult

circumstances). What matters most is how we respond to what we experience in life.

Proactivity is grounded in facing reality but also understanding we have the power to

choose a positive response to our circumstances.

We need to understand how we focus our time and energy to be effective. The things we

are concerned about could be described as our "Circle of Concern". There are things we

can really do something about, that can be described as our "Circle of Influence". When

we focus our time and energy in our Circle of Concern, but outside our Circle of

Influence, we are not being effective. However, we find that being proactive helps us

expand our Circle of Influence. (Work on things you can do something about.)

Reactive people focus their efforts on the Circle of Concern, over things they can't

control. Their negative energy causes their Circle of Influence to shrink.

Sometimes we make choices with negative consequences, called mistakes. We can't

recall or undo past mistakes. The proactive approach to a mistake is to acknowledge it

instantly, correct and learn from it. Success is the far side of failure.

At the heart of our Circle of Influence is our ability to make and keep commitments and

promises. Our integrity in keeping commitments and the ability to make commitments

are the clearest manifestations of proactivity.

Begin With The End In Mind, Personal Leadership

Habit 2:

There are three major aspects of our personal and business management. First is

leadership what

do I/we want to accomplish? Second is management how

can I best

accomplish it? Third is productivity doing

it. According to Peter Drucker and Warren

Bennis, "Management is doing things right; Leadership is doing the right things."

A starting point in beginning with the end in mind is to develop a personal mission

statement, philosophy or credo. It will help you focus on what you want to be (character),

do (contributions and achievements) and on the values and principles upon which your

being and doing are based. The personal mission statement gives us a changeless core

from which we can deal with external change.

The principles we base our lives on should be deep, fundamental truths, classic truths, or

generic common denominators. They will become tightly interwoven themes running

with exactness, consistency, beauty and strength through the fabric of our lives.

In developing your personal mission statement, you can use your creative ability to

imagine life milestones such as birthdays, anniversaries, retirement and funerals. What

accomplishments would you like to celebrate? Visualize them in rich detail.

Put First Things First Principles

of Personal Management

Habit 3:

“Habit 1 I

am the Programmer. Habit 2 Write

the Program. Habit 3 Execute

the

Program.”

Habit 3 is Personal Management, the exercise of independent will to create a life

congruent with your values, goals and mission.

Time management is an essential skill for personal management. The essence of time

management is to organize and execute around priorities. Methods of time management

have developed in these stages: 1) notes and checklists recognizing

multiple demands

on our time; 2) calendars and appointment books scheduling

events and activities; 3)

prioritizing, clarifying values integrating

our daily planning with goal setting (The

downside of this approach is increasing efficiency can reduce the spontaneity and

relationships of life.); 4) managing ourselves rather than managing time focusing

in

preserving and enhancing relationships and accomplishing results, thus maintaining the

P/PC balance (production versus building production capacity).

A matrix can be made of the characteristics of activities, classifying them as urgent or not

urgent, important or not important.

Quadrant I activities are urgent and important called

problems or crises. Focusing on

Quadrant I results in it getting bigger and bigger until it dominates you.

Quadrant III activities are urgent and not important, and often misclassified as Quadrant

I.

Quadrant IV is the escape Quadrant activities

that are not urgent and not important.

Effective people stay out of Quadrants III and IV because they aren't important. They

shrink Quadrant I down to size by spending more time in Quadrant II.

Quadrant II activities are important, but not urgent. Working on this Quadrant is the heart

of personal time management. These are PC activities.

Quadrant II activities are high impact activities

that when done regularly would make a

tremendous difference in your life. (Including implementing the Seven Habits.)

Initially, the time for Quadrant II activities must come from Quadrants III and IV.

Quadrant I can't be ignored, but should eventually shrink with attention to Quadrant II.

1) Prioritize

2) Organize Around Priorities

3) Discipline yourself

A critical skill for personal management is delegation. Effectively delegating to others is

perhaps the single most powerful highleverage

activity there is. Delegation enables you

to devote your energies to highlevel

activities in addition to enabling personal growth for

individuals and organizations.

There are two types of delegation: Gofer Delegation and Supervision of Efforts

(Stewardship).

Using Gofer Delegation requires dictating not only what to do, but how to do it. The

supervisor then must function as a "boss," micromanaging the progress of the

"subordinate."

More effective managers use Stewardship Delegation, which focuses on results instead of

methods. People are able to choose the method to achieve the results. It takes more time

up front, but has greater benefits. Stewardship Delegation requires a clear, upfront

mutual understanding of and commitment to expectations in five areas:

1. Desired Results Have

the person see it, describe it, make a quality statement of

what the results will look like and by when they will be accomplished.

2. Guidelines Identify

the parameters within which the individual should operate,

and what potential "failure paths" might be. Keep the responsibility for results

with the person delegated to.

3. Resources Identify

the resources available to accomplish the required results.

4. Accountability Set

standards of performance to be used in evaluating the results

and specific times when reporting and evaluation will take place.

5. Consequences Specify

what will happen as a result of the evaluation, including

psychic or financial rewards and penalties.

Immature people can handle fewer results and need more guidelines and more

accountability interviews. Mature people can handle more challenging desired results

with fewer guidelines and accountability interviews.

"Treat a man as he is and he will remain as he is. Treat a man as he can and should be and

he will become as he can and should be."

Paradigms of Interdependence

The most important ingredient we put into any relationship is not what we say or do, but

who we are.

In order to receive the benefits of interdependence, we need to create and care for the

relationships that are the source of the benefits.

The Emotional Bank Account describes how trust is built on a relationship. Positive

behaviors are deposits building a reserve. Negative behaviors are withdrawals. A high

reserve balance results in higher tolerance for our mistakes and more open

communication.

There are six major deposits we can make to the emotional bank account:

1. Understanding the individual. An individual's values determine what actions will

result in a deposit or a withdrawal for that individual. To build a relationship, you

must learn what is important to the other person and make it as important to you

as the other person is to you. Understand others deeply as individuals and then

treat them in terms of that understanding.

2. Attend to the little things, which are the big things in relationships.

3. Keep commitments. Breaking a promise is a major withdrawal.

4. Clarify expectations. The cause of almost all relationship difficulties is rooted in

ambiguous, conflicting expectations around roles and goals. Making an

investment of time and effort up front saves time, effort and a major withdrawal

later.

5. Show personal integrity. A lack of integrity can undermine almost any effort to

create a high trust reserve. Honesty requires conforming our words to reality.

Integrity requires conforming reality to our words, keeping promises and fulfilling

expectations. The key to the many is the one, especially the one that tests the

patience and good humor of the many. How you treat the one reveals how you

regard the many, because everyone is ultimately a one.

6. Apologize sincerely when you make a withdrawal. Sincere apologies are deposits,

but repeated apologies are interpreted as insincere, resulting in withdrawals.

Think WinWin

Habit 4:

Win/Win is one of six total philosophies of human interaction.

1. Win/Win People

can seek mutual benefit in all human interactions. Principlebased

behavior.

2. Win/Lose The

competitive paradigm: if I win, you lose. The leadership style is

authoritarian. In relationships, if both people aren't winning, both are losing.

3. Lose/Win The

"Doormat" paradigm. The individual seeks strength from

popularity based on acceptance. The leadership style is permissiveness.

4. Lose/Lose When

people become obsessed with making the other person lose,

even at their own expense.

5. Win Focusing

solely on getting what one wants, regardless of the needs of

others.

6. Win/Win or No Deal If

we can't find a mutually beneficial solution, we agree to

disagree agreeably no

deal. This approach is most realistic at the beginning of a

business relationship or enterprise. In a continuing relationship, it's no longer an

option.

When relationships are paramount, Win/Win is the only viable alternative. In a

competitive situation where building a relationship isn't important, Win/Lose may be

appropriate. There are five dimensions of the Win/Win model: Character, Relationships,

Agreements, Supportive Systems and Processes.

1. Character is the foundation of Win/Win. There must be integrity in order to

establish trust in the relationship and to define a win in terms of personal values.

2. Relationships are the focus on Win/Win. Whatever the orientation of the person

you are dealing with (Win/Lose, etc.), the relationship is the key to turning the

situation around.

3. Performance agreements give definition and direction to Win/Win. They shift the

paradigm of production from vertical (Superior Subordinate)

to horizontal

(Partnership/Team). The agreement should include elements to create a standard

by which people can measure their own success.

· Defined results (not methods) what

is to be done and when.

· Guidelines the

parameters within which the results should be

accomplished

· Resources human,

financial, technical or organizational support

available to accomplish the results.

· Accountability the

standards of performance and time(s) of

evaluation.

· Consequences what

will happen as a result of the evaluation.

4. The Reward System is a key element in the Win/Win model. Talking Win/Win

but rewarding Win/Lose results in negating the Win/Win paradigm. If the

outstanding performance of a few is rewarded, the other team members will be

losers. Instead, develop individual achievable goals and team objectives to be

rewarded.

Competition has its place against market competitors, last year's performance, or another

location or individual where cooperation and interdependence aren't required, but

cooperation in the workplace is as important to free enterprise as competition in the

marketplace. The spirit of Win/Win cannot survive in an environment of competition or

contests. All of the company's systems should be based on the principle of Win/Win. The

Compensation system of the managers should be based on the productivity and

development of their people. The Win/Win process has four steps.

1. See the problem from the other point of view, in terms of the needs and concerns

of the other party.

2. Identify the key issues and concerns (not positions) involved.

3. Determine what results would make a fully acceptable solution.

4. Identify new options to achieve those results.

Seek First to Understand Then

to be Understood

Habit 5:

We often prescribe before making a proper diagnosis when communicating. We should

first take the time to deeply understand the problems presented to us.

Skills of empathic listening must be built on a character that inspires openness and trust

and high emotional bank accounts.

Empathic Listening

When another person is speaking, we usually "listen" at one of four levels: ignoring,

pretending, selective listening, or attentive listening. We should be using the fifth, highest

form of listening empathic

listening.

Empathic listening is listening with intent to understand the other person's frame of

reference and feelings. You must listen with your ears, your eyes and your heart.

Diagnose Before You Prescribe

An effective salesperson seeks to understand the needs, concerns and situation of the

customer. An amateur sells products, the professional sells solutions.

Empathic listening takes time, but not as much time as backing up and correcting

misunderstandings, including living with problems and the results of not giving the

people you care about psychological air.

Habit 5 is powerful because it focuses on your circle of influence. It's an inside out

approach. You are focusing on building your understanding. You become influenceable,

which is the key to influencing others. As you appreciate people more, they will

appreciate you more.

Synergize

Principles of Creative Cooperation

Habit 6:

Synergy means the whole is greater than the sum of its parts.

The essence of synergy is to value differences to

respect them, to build on strengths, and

to compensate for weaknesses. Synergistic communication is opening your mind and

heart to new possibilities. It may seem like you are casting aside "beginning with the end

in mind," but you are actually fulfilling it by clarifying your goals and discovering better

ones.

By taking the time to really build a team, creating a high emotional bank account, the

group can become very closely knit. The respect among members can become so high

that if there is a disagreement, there can be a genuine effort to understand.

High trust leads to high cooperation and communication. The progression of

communication is defensive (win or lose/win), to respectful (compromise), to synergistic

(win/win).

By synergistically creating a mission statement, it becomes engraved in the hearts and

minds of the participants. The problem is that highly dependent people are trying to

succeed in an interdependent reality. They may talk win/win technique, but they want to

manipulate others. These insecure people need to mold others to their way of thinking.

The person who is truly effective has the humility and reverence to recognize his own

perceptual limitations and to appreciate the rich resources available through interaction

with the hearts and minds of other human beings.

Principles of Balanced SelfRenewal

Habit 7:

Habit 7 is taking the time to sharpen the saw. You must work proactively (Quadrant II) to

renew the four dimensions of your nature physical, spiritual, mental and social/economic.

The Physical Dimension

The physical dimension involves caring for your physical body eating

the right foods,

getting enough rest and relaxation, and exercising on a regular basis.

The Spiritual Dimension

The spiritual dimension is your center, your commitment to your value system. It draws

upon the sources that inspire and uplift you and tie you to timeless truths of humanity.

The Mental Dimension

It's important keep your mind sharp by reading, writing, organizing and planning. Read

broadly and expose yourself to great minds.

The Social/Emotional Dimension

Our emotional life is primarily developed out of and manifested in our relationships with

others. Renewing our social/emotional dimension requires focus and exercise in our

interaction with others.

Selfrenewal

must include balanced renewal in all four dimensionsphysical,

spiritual,

mental and social/emotional. Neglecting any one area negatively impacts the rest.

The 7 Habits...and what they'll do to help your group (Summary)

· Be Proactive Fosters

courage to take risks and accept new challenges to achieve

goals

· Begin with the End in Mind Brings

projects to completion and unites teams and

organizations under a shared vision, mission, and purpose

· Put First Things First Promotes

getting the most important things done first and

encourages direct effectiveness

· Think WinWin

Encourages

conflict resolution and helps individuals seek

mutual benefit, increasing group momentum

· Seek First to Understand, Then to Be Understood Helps

people understand

problems, resulting in targeted solutions; and promotes better communications,

leading to successful problemsolving

· Synergize Ensures

greater "buyin"

from team members and leverages the

diversity of individuals to increase levels of success

· Sharpen the Saw Promotes

continuous improvements and safeguards against

"burnout"

and subsequent nonproductivity

Publicidade

Linked IN

INTRODUCTORY
A BEGINNER’S GUIDE
HOW TO USE
LINKEDIN FOR
BUSINESS
A publication of
Learn more
about HubSpot’s all-in-one
inbound marketing software
at www.HubSpot.com
October 2011 edition2 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
HOW TO USE LINKEDIN FOR BUSINESS:
A BEGINNER’S GUIDE
Share this eBook!
By Anum Hussain
HubSpot Inbound Marketing Associate
@numinews
&
Jamie Turner
Founder of 60 Second Marketer
@60SecondTweets
Share this eBook!
www.HubSpot.com 3 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
TABLE OF CONTENTS
INTRODUCTION: WHAT IS LINKEDIN? 4
CHAPTER 1: 8 STEPS TO COMPLETE YOUR LINKEDIN PROFILE 5
CHAPTER 2: 2 REASONS TO USE A COMPANY PAGE 12
CHAPTER 3: 5 STEPS TO COMPLETE YOUR COMPANY PAGE 14
CHAPTER 4: HOW TO TURN ON COMPANY STATUS UPDATES 18
CHAPTER 5: HOW LEAD GENERATION WORKS ON LINKEDIN 21
CHAPTER 6: 6 WAYS TO USE LINKEDIN TO GENERATE LEADS 23
CHAPTER 7: 3 KEY TIPS ON LINKEDIN TODAY FOR MARKETERS 27
CONCLUSION: A FINAL WORD ON LINKEDIN 29
Share this eBook!
www.HubSpot.com 4 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
WHAT IS LINKEDIN?
LinkedIn is a social network with over 116 million users that enables you to
network professionally, post and find jobs, answer questions, and build thought
leadership—while simultaneously helping the people you trust. A user can easily
discover the people employed by a certain business, or the various businesses a
certain person has worked for. But what makes LinkedIn truly different from other
social media sites?
Let’s try this analogy:
As you most likely already know, every social media tool has its own personality.
Facebook is a lot like the local pub. A pub is a place where you can go in, chat
with friends, tell a few jokes and relax a bit.
LinkedIn is more like a trade show—a place where you’d keep things pretty
buttoned-up and formal. No need to mention your vacation in Las Vegas on
LinkedIn. But that white paper you wrote? Perfect for LinkedIn.
For these reasons, LinkedIn should be an integral part of your social media
marketing. It’s time to get started!
(And while you’re at it, check out the HubSpot company page and follow us to
learn more about our company/LinkedIn.)
Share this eBook!
www.HubSpot.com 1
8 STEPS TO
COMPLETE
YOUR LINKEDIN
PROFILE 6 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
COMPLETING YOUR LINKEDIN PROFILE
Before you can delve fully into using LinkedIn as a business, you need to master
LinkedIn as an individual user. While many people have an account, their profile is
often incomplete, making it essentially useless. You might even say the only thing
worse than not having a profile is having an incomplete one. Thus, assuming you
already have some form of a LinkedIn profile (if not, go create one!), let’s complete
your profile so you can attain social media greatness.
Go to the menu bar at the top of any LinkedIn page and select the “Profile” menu.
Drag down to the “Edit Profile” link. Now we are ready for the following 7 steps:
1. Include Full Name and Image. Let’s start with the very first section. This may
sound like a no-brainer, but countless LinkedIn users fail to include their full
name and picture. Display your first and last name to ensure people can find
you. Using a first name with a last initial is not sufficient—especially when a
prospective client or employer is trying to locate your profile. Then, upload an
image. Research suggests that profiles without photos are rarely viewed, as
they are perceived as profiles not in use.
Share this eBook!
www.HubSpot.com 7 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
2. Personalize Your Headline. Customize your “Professional Headline,” which will
automatically update in the future as your current position. However, you have
the option of altering it to something else, which may be more appealing to
prospective clients or employers. But keep in mind that if a client were seeking
you out on LinkedIn, it would be helpful to include your current position in the
headline. In general, keep it short and sweet.

TIP: If you switch jobs, your professional headline will reflect that. So
instead of trying to recall what your perfect headline was, have it saved for
easy accessibility.
3. Add Work History. Head over to the Experience section. At the very minimum
you should list your most recent positions. Click “Add a position,” and you will
be navigated to a separate page where you can fill out information about that
job. If your company appears in the drop down once you start typing, click on it
to ensure you get grouped with fellow employees under company searches.

TIP: Avoid adding the various positions you held in the many organizations,
clubs, and/or societies at your school (whether you are currently in school or
10 years removed). While these are all great experiences, if you want to tailor
your profile to a professional environment, highlight only your professional
experience—internships, jobs, etc. LinkedIn was wise enough to know how to
weigh the clout of each type of work, by including a section under education to
separately list these activities.
Share this eBook!
www.HubSpot.com 8 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE


4. Customize Your LinkedIn URL. You’ll want to create a personalized LinkedIn
URL. Still under the “Edit Profile” page, look at the bottom of your profile. You’ll
see a line that says “Public Profile” with an “Edit” link next to it. From there,
you’ll be taken to a new screen. Scroll down and to the right of the page you’ll
see prompts that show you how to create your customized LinkedIn URL
quickly and easily.

TIP: Try to avoid using your company name in your LinkedIn URL. After all,
there are no guarantees you’ll be at that company forever.
5. Customize your Website URL’s. Website URL’s are just as important as your
customer LinkedIn URL. Click edit next to “Additional Information.” Here you
can include your interests, groups and associations, and any honors and
awards. Each is self-explanatory. However, the first section calls for websites.
The drop down menu for adding a website lists options such as Personal
Website, Company Website, Blog, etc. We recommend choosing “Other”—
regardless of what kind of site it is. This will allow you to insert your own Title,
so instead of a hyperlinked word that says “Blog,” it will be more specific, such
as “Marketing Blog.”
Share this eBook!
www.HubSpot.com 9 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE

6. Ask for Recommendations. You’ll notice a hyperlink under each position that
says, “Ask for recommendations.” A recommendation can help to distinguish a
traditional position by illustrating how well you performed through a
colleague’s narrative.
TIP: When requesting a recommendation, do not simply send the generic
message LinkedIn creates for you. Include some specific projects you worked
on so that your recommender remembers the particular work you did and
speak to it. Notice the difference between: “Pete was a creative thinker who
got the job done”, and “Pete created and implemented a blogging strategy that
helped generate 163 leads in one weeks time.”

Share this eBook!
www.HubSpot.com 10 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE

7. Connect Your Twitter Account with LinkedIn. Just above the Public Profile link
under the first section of your profile (where your name, headline, and image
is), you will see a Twitter link. Click edit to manage your Twitter settings. Not
only should you display your Twitter handle, but you should share tweets as
well. Your tweets are one of the only ways to make your profile personable and
not focused solely around your professional life. A client or employer will want
to see how you speak and think in addition to the more traditional information
available on your resume.

TIP: Select the option to only share tweets that contain a LinkedIn hashtag (#in
or #li). This will allow you to filter which tweets appear on your profile. This way,
if you tweet about seeing someone walk into a door while drunk, it’ll get buried
away in your Twitter stream and you can focus on sharing more professional
tweets. Keep in mind that not all LinkedIn users are updating their accounts
as often as Twitter users, so having a filter can avoid spamming your
connections.
Share this eBook!
www.HubSpot.com 11 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
Share this eBook!
www.HubSpot.com
8. Grow Your Network. You now have enough information on your profile to start
growing your network! Just go to the upper right hand side of the menu bar
and click on the link that says People in it. Drag down to Groups. Then type in a
subject you’re interested in (e.g., marketing, sales, real estate, etc.). You’ll
notice that when you do a search, LinkedIn provides suggestions not only on
“Groups” but also in several other categories such as Connections,
Companies, Features and Skills.
Don’t be shy about reaching out to organizations or people on LinkedIn. That’s what
it’s for. But avoid doing a bunch of outreach all at once because people will pick up
on the spammy nature of it. Just pretend you’re at a party and reach out to people
one at a time. That way, you’ll come across as more genuine and sincere. 2
2 REASONS
TO USE A
COMPANY
PAGE 13 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
USING A COMPANY PAGE
Profile—Check. Company Page—Commence. Now, before we delve into building a
company presence on LinkedIn, you must be thinking… why should we need yet
another social platform? Well, here are 2 big reasons your company should be
utilizing a LinkedIn Company Page. (If you do not have a LinkedIn company page,
click here to quickly add your company.)
1. Company Reach. Without putting any efforts into building your company on
LinkedIn, chances are many of your employees are updating their personal
profiles to show where they work. Every person that connects with that profile
may potentially click on your company name and be navigated to your
company page. Take advantage of this. Hordes of users can easily land on
your page through simple LinkedIn browsing. Opinions will be formed based on
the amount and type of information displayed. As every employee has the
opportunity to promote your company, use this to your advantage.


Share this eBook!
2. Product Awareness. Company pages on LinkedIn provide a section for talking
about specific products. While you can create a business page on Facebook
where you can describe your various products as a whole and see which
friends “like” that page, LinkedIn narrows the field and allows you to add
multiple products so each stands out. Not only are consumers learning about
the products and services your company produces, they are also able to see
how many of their connections recommend them. This form of product
awareness is hard to find, and better yet, able to be measured.
www.HubSpot.com 3
5 STEPS TO
COMPLETE YOUR
COMPANY PAGE 15 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
COMPLETING YOUR COMPANY PAGE
Now that your personal LinkedIn profile is top-notch, and you have a better
understanding on why the heck you should have a LinkedIn company page, it’s
important to make that page blanketed with great information. A LinkedIn company
page is the one page amidst those on your various social networks that calls for the
most professionalism. Just as a person profile is professional in its resume-like
nature, yet has a touch of personality through Twitter streams and applications, a
company page should emit a white-collar persona paired with some company
character. With that in mind, here are 5 steps to complete your company page.
1. Include Basic Information. Go to
AdmintoolsÆEdit. From there,
LinkedIn will prompt you to fill in
generic information about your
company (a lot of which may
already be complete from when
you added the company page in the first place). Be sure to fine-tune the
description portion, as this will be crucial in user understanding of your
company.
2. Post Jobs. The second tab on a company page is “Careers.” This feature
allows you to post openings at your company. While your company may
already have various methods of announcing that you’re hiring, what better
place to post a job opening than the very network where professionals live
and explore? Let people know you’re looking for fresh meat to help build
what is ultimately defined in your company description.
3. Include Products. We’ve already learned
how effectively LinkedIn can showcase your
various products, now it’s time to include
them. Heading to the products tab on your
company page, click on the “Admin tools”
button again to reveal a new drop down
menu—this menu changes from tab to tab.
Share this eBook!
www.HubSpot.com 16 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
You now have the option to “add a product or service.” Do it. LinkedIn will
go through simple step-by-step instructions to help you broadcast those
services.
4. Promote. Under the initial overview tab, LinkedIn (under Admintools) allows
you to promote your company through an ad campaign. This feature is split
into 4 simple steps, which LinkedIn takes you through in a very
comprehensible manner. A “Common Questions” box also appears to the
right of this page, so you can truly understand how the feature works. A
LinkedIn ad campaign could help spread the word about your company as
you build and integrate inbound marketing efforts into your business
platform.

5. Measure Everything. Well, everything provided on your company page. The
fourth and final tab on your company page is “analytics.” Remember that
everything you do with internet marketing involves taking the time to see
how those efforts are playing out (this will help you determine whether or
not those efforts are worth the time.) The analytics tab will allow you to
track page views and unique visitors on your overall page, as well as each
individual tab. LinkedIn also measures how many clicks your products or
services have received and the number of members following your
company.
Share this eBook!
www.HubSpot.com 17 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
In addition, LinkedIn gives percentages for member visits. This tool can be
helpful in understanding who your LinkedIn target audience is because the
data is split into member visits by industry (marketing, finance, etc.),
function (sales, research, etc.), and company (HubSpot, LinkedIn, etc.).

Et voila! You now have a fantabulous company profile page—one that can be
reached through your wonderful personal page. Now keep that momentum
flowing as we head into the last step in perfecting your company page.
Share this eBook!
www.HubSpot.com 4
HOW TO TURN
ON COMPANY
STATUS
UPDATES 19 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
TURNING ON COMPANY STATUS UPDATES
As mentioned earlier, a LinkedIn company page showcases all the people who
currently work at that company. Anyone with a valid @companyname.com email
address is able to edit the minimal information on the page. However, with the
launch of LinkedIn’s status update feature for these pages, only selected employees
will be able to administrate. This will allow your company to have another platform to
share information, and add some personality to your page (you need to broadcast
your voice to become more personable!). Here’s a breakdown of the simple steps to
activate status updates, which will appear on followers’ LinkedIn homepages as well
as the company’s page itself. In addition, LinkedIn users can “Like,” comment on,
and share a company’s updates, a la Facebook.
1. If you’re an administrator, visit your Company Page on LinkedIn (e.g. for
HubSpot).
2. Under “Admin Tools” on the right, click “Edit”.
3. Under Company Page Admins, check “Designated Users Only” (Note: you must
have this box checked in order to enable company status updates. If the “All
employees with a valid email registered to the company domain” box is
checked, the status update box will not appear.)

Share this eBook!
www.HubSpot.com 20 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
4. Once you designate admins under “Manage Admins,” your Company Status
Update box will appear!
       
Share this eBook!
www.HubSpot.com 5
HOW LEAD
GENERATION
WORKS ON
LINKEDIN 22 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
LEAD GENERATION ON LINKEDIN
Now that an awesome profile and company page has been set up, start using
LinkedIn to generate leads (hello inbound marketing). Let’s start by talking about the
two main approaches for using LinkedIn for lead generation.
The first approach is to provide prospects information about your company directly on
LinkedIn. The second approach is to start the conversation on LinkedIn, but then
drive the prospect through to a landing page on your website. (For more information
on using HubSpot to develop and track your landing pages, click here.)
This first approach—to provide prospects information directly on LinkedIn—is terrific if
you reach out to people with their interests in mind. Meaning, if you’ve ever been to a
cocktail party and had someone walk up to you and instantly try to sell you insurance,
you know that it was an unpleasant experience.
But if you went to the same cocktail party and met someone who spent 20 minutes
talking about you, your interests and your needs, and then mentioned that they sell
insurance, you’d be much more inclined to buy
from them, right?
It’s the same when you provide information to
prospects directly via LinkedIn. If you’re going
to use the direct approach, get to know the
prospect first. Try to be helpful by offering
advice, industry insights or general information
before you turn it into a sales call.
So what about the indirect approach? The indirect approach aspires to drive people
through to a landing page where they can download a white paper, signing them up
for your e-newsletter or giving them more information on your products or services.
Here’s the trick with the second approach—you still want to start out by offering free
advice or helpful information to your customer prospect. The rules of engagement are
the same as the direct approach, but the difference is that once you’ve connected
with your prospect on LinkedIn, you drive them through to your landing page.
Share this eBook!
www.HubSpot.com 6
6 WAYS TO USE
LINKEDIN TO
GENERATE LEADS 24 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
USING LINKEDIN FOR LEAD GENERATION
With the aforementioned in mind, here are six
primary ways you can use LinkedIn to generate
leads for your business.
1. LinkedIn Answers: This is one of the more
useful (and under-utilized) tools on LinkedIn.
It’s a section where people who want to ask
questions about business go to get advice.
And guess who’s giving the advice? You are,
because you’re an industry-insider with a lot
of helpful knowledge, right? Right.

2. LinkedIn Applications: One of the more interesting places to visit on LinkedIn
is the Applications area. This is where you can go to add new and interesting
apps that will improve the experience people have on your LinkedIn page. If
you’d like to add your blog posts to your LinkedIn page, there’s an app for that.
Or, if you’d like to let people know what business books you’re reading, that’s
easy, too. You can even set up simple polls to find out what’s on the minds of
your customers and prospects. Every application comes with easy steps to
implement them.
3. LinkedIn Groups: Join several groups on LinkedIn. The trick here isn’t just
joining the obvious groups in your industry—it’s joining groups that are outside
your industry that might help you grow your business. By stretching out a little
bit, you’re expanding your reach, which is always good for business. So, for
Share this eBook!
www.HubSpot.com 25 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
Share this eBook!
www.HubSpot.com
example, if you’re an accountant, you don’t want to just join accounting
groups—you’ll want to join groups for entrepreneurs, small business owners,
restaurateurs and other groups outside of your immediate circle. (To learn
more about LinkedIn Groups, read these 5 tips for creating, promoting and
managing a LinkedIn group.)

4. LinkedIn People: This is terrific for sales people, people looking for jobs and
business-to-business owners who want to get their foot in the door at a large
corporation. Just do a search in the upper-right-hand box for your target
company. Click on the company. Now, on the right hand side, you’ll see a box
that will show you your first connection (also known as a direct connection)
and your second connections. Assuming you have no first or direct
connections, click on the second connections link. This will bring up a list of
names of people at your target company. At the bottom of the profile, you’ll
see a list of your shared connections. From that point on, it’s a cakewalk—just
ask your friends to introduce you via LinkedIn to the people at your target
company. Bingo, you’re in. 26 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
Share this eBook!
www.HubSpot.com
kedIn has an advertising program that can be used to
drive new prospects to your landing page, LinkedIn group or other destination.
The ads work the same way Google paid search ads work. You simply write a
headline, add some copy and create a destination link. Then you bid on how
much you’ll pay LinkedIn every time someone clicks on the ad. If you pay $1 to
LinkedIn for a click-through, and it takes 50 clicks before you convert a
customer, then you’ve just spent $50 for 1 customer. If your product sells for
$500 each, investing $50 to generate $500 is not a bad return-on-investment.
6. LinkedIn Mobile: Yes, LinkedIn has a
mobile application. If you haven’t
already downloaded it to your smart
phone, just go to your app store and
download it for free. The LinkedIn
mobile app is best used when you’re
at an event where you’re making oneon-one contacts. During a
conversation with a prospect, ask
them to turn on LinkedIn on their
smart phone. Then, bump your
phones together lightly. If your
contact has their settings correct,
then LinkedIn will transfer your
contact information between phones
using Bluetooth. No typing, no
misspelled words—just instant
transfer of information.
5. LinkedIn Direct Ads: Lin3 KEY TIPS ON
L KEDIN TODAY
FO
7
IN
R MARKETERS 28 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
Share this eBook!
www.HubSpot.com
TIPS ON LINKEDIN TODAY FOR MARKETERS
LinkedIn Today is a news aggregation service. Whenever users log on to LinkedIn,
three top stories from their selected industry appear above the updates section.
Users can also have the option of sending LinkedIn Today headlines to their email,
either daily or through a weekly digest. Here are three tips for marketers.


1. Publishing > Advertising. One of the basics of inbound marketing is realizing that
people read content and ignore ads. Advertising can be important in the initial
steps of creating awareness, but creating content that has the potential of being
promoted by LinkedIn users, and therefore landing on multiple user homepages, is
even more important. If you don’t already have a blog, start one, and be your own
publisher. You never know what great content will get shared enough to land in a
user’s top stories.
2. Be Active. Since your news and blog posts can be spread more virally on LinkedIn,
there is even more reason to be active in this business community. If you have
more friends and build better relationships with them on LinkedIn, then it is more
likely your content will get more shares and be featured on LinkedIn Today. One 29 HOW TO USE LINKEDIN FOR BUSINESS: A BEGINNER’S GUIDE
Share this eBook!
www.HubSpot.com
way to be active is to join groups and post messages there, like our Inbound
Marketers LinkedIn Group.
3. Embed Share Buttons. There’s no point in creating content if your users can’t
share it—especially on LinkedIn where each post has the potential of landing on
homepages. If there isn’t one already, be sure you add a LinkedIn share button to
your pages. (HubSpot customers can learn how to embed a LinkedIn share button
here.)
FINAL WORD ON LINKEDIN
There are a lot of new tools being added to the LinkedIn toolbox all the time. Keep
following its progress, through personal play or reading the HubSpot Marketing Blog.
Another great resource is Learn.LinkedIn.com. It’s packed with in-depth tutorials you
can use to supercharge your use of LinkedIn.
Good luck. And keep us posted on your progress!

Take HubSpot for a testdrive to
see how HubSpot’s social media
tools can help you monitor,
participate in, and generate
more leads from social media
like LinkedIn!
CLICK HERE TO SIGN UP FOR
YOUR FREE, 30-DAY HUBSPOT
TRIAL TODAY!

Revenue management

1 Revenue Managemet

View more documents from Rui Ventura