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    Linkedin Mastery for Entrepreneurs
    Linkedin Mastery for Entrepreneurs
    Linkedin Mastery for Entrepreneurs
    Ebook163 pages2 hours

    Linkedin Mastery for Entrepreneurs

    By Chris J Reed

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    About this ebook

    You are in charge of your own personal branding as an entrepreneur. Accordingly, if you wish to achieve great things in the business world, LinkedIn is the first logical place to start the process of building your personal brand . If you disregard the importance of branding, your ambitions are likely to be frustrated, and your competitors are more likely to win. If you do, you are more likely to win and succeed in your business objectives, whatever they are.

    LinkedIn Mastery for Entrepreneurs was written for anyone who wishes to maximise the many applications of LinkedIn to build their personal brand. By employing LinkedIn to achieve your objectives, you must learn to harness the process of becoming a thought leader on LinkedIn.

    Author, Chris J Reed, is undeniably one of the world's leading experts on LinkedIn. Maintaining over 60,000 LinkedIn connections, he has continued to uphold his status as one of the world's most viewed LinkedIn profiles. He is also an Official LinkedIn Power Profile.

    Chris's book will help you to tailor your own LinkedIn profile so that you too can start to yield its benefits as a powerful branding tool.

    Chris J Reed built his entire Black Marketing business exclusively on LinkedIn, and his business continues to grow and prosper via LinkedIn.

    LinkedIn Mastery for Entrepreneurs gives the reader valuable insights into many areas of LinkedIn, including:

    - What is LinkedIn? Why Use LinkedIn as an Entrepreneur?

    - Master Your LinkedIn Profile Like a Pro

    - Why LinkedIn Beats Facebook for B2B Marketing

    - How to Message Professionally for Results

    - How to Become a Thought Leader on LinkedIn

    - How to Develop Your Own Personal Brand in LinkedIn

    About The Author:

    Chris J Reed is the Founder and Global CEO of Black Marketing, which is a global marketing consultancy that specialises in enabling LinkedIn for C-suite executives and entrepreneurs across the world.

    Chris has taken the company, Black Marketing, from one person in one country in 2014 to over 35 people in more than 12 countries in 2016. Chris possesses over 25 years of senior marketing and business experience leading digital, mobile, social, loyalty and partnership/brand marketing agencies in Europe and Asia Pacific, as well as being CMO for global B2C social media brands in both London and Singapore.

    On LinkedIn, he currently has over 50,000 followers, hundreds of recommendations, he is one of the Top 100 most influential LinkedIn Bloggers, and additionally, he is one of the top social sellers in APAC.

    Chris J Reed has also been awarded Asia's Most Influential Digital Media Professional by CMO Asia, and The British Chamber of Commerce Singapore Small Business Rising Star, 2015.

    Chris has vast experience as an event speaker and chairperson, he readily speaks or chairs at conferences and company events, and he regularly holds LinkedIn workshops all over Asia Pacific.

    Chris is also an elected Board Member of the British Chamber of Commerce, Singapore. He is the Chair for the BritCham Marketing and Creative Committee and Co-Chair for both the AmCham SME/Entrepreneur and the BritCham ICT Committees.

    Chris is one of Singapore's most influential bloggers, and he writes passionately about all aspects of marketing and business for various media brands. He has featured in various books, and he is part of the CMO Council-SMU (Singapore Management University) Mentorship Program for final year marketing students at SMU's Business School.

    LanguageEnglish
    PublisherEvolve Global Publishing
    Release dateMay 3, 2016
    ISBN9781311874252
    Linkedin Mastery for Entrepreneurs
    Author

    Chris J Reed

    Chris J Reed, who lives in Singapore, is a #1 Best Selling Author, a popular public speaker, and he has maintained his status as one of the world's most viewed LinkedIn profiles. He is also an Official LinkedIn Power Profile.Chris J Reed is the Founder and Global CEO of Black Marketing, which is a global marketing consultancy specialising in enabling LinkedIn for C-suite executives and Entrepreneurs across the world.Chris has taken the company, Black Marketing, from one person in one country in 2014 to over 35 people in more than 12 countries in 2016, and they're growing rapidly and looking for other partners to help them to grow in other countries.Chris possesses over 25 years of senior marketing and business experience leading digital, mobile, social, loyalty and partnership/brand marketing agencies in Europe and Asia Pacific, as well as being CMO for global B2C social media brands in both London and Singapore.

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      Book preview

      Linkedin Mastery for Entrepreneurs - Chris J Reed

      Introduction

      I remember the day I made the decision to just pack-up the marketing company I had in the United Kingdom to move to Singapore. It was in July 2009, and it was wet, grey, dull and just miserable. It was in the middle of the whole great financial crisis, so it was as though the weather was going out in sympathy with the general mood in the UK at the time. I thought, I need some sun, I need some light, I need to go somewhere where I can be an entrepreneur. I need to experience what it's like to be an entrepreneur. Asia was the most obvious place to come.

      I looked at both Hong Kong and Singapore. It just sort of happened that Singapore was the one that I ended up choosing because of circumstances, but largely because of information I received from my contacts on LinkedIn. That's where the idea really branched out from, i.e., my decision to move to Singapore.

      So, I ended up selling my marketing company in the United Kingdom to a bigger company, which left me with  no job when I came over to Asia. I basically, just threw the dice and said: Okay; let's go for it. Let's see what happens. So, armed with bravado and the fact that while I still had this role in the UK, which I knew was going to come to an end in three or four months time, I knew I needed to create something and make something happen over in Asia. I networked like mad, as you can imagine, and as most people in the same position do; you just keep on networking until something clicks.

      When I arrived in Singapore in  2009, it was like, What recession? What great financial crisis? The recession didn't really hit very badly in Singapore. In the United Kingdom, it was all doom and gloom and austerity, and it was much the same thing in America, while in Singapore, the banks were recording record profits. It was in a recession for a month, sometime in 2008, and it was over. That's the amazing thing about places like Singapore. They are very resilient.

      I managed to find jobs which weren't advertised; instead, they were jobs I heard about through people I met on LinkedIn. One of the positions I managed to secure was as the regional partnerships director, where I had to generate new business. To generate new business, people said to me, Here's a database. I mailed them all out, and they bounced all the way back. I was like, Okay, why are they bouncing all the way back? People here change jobs all the time. It's a cultural thing.

      So, instead, I started using LinkedIn, and with LinkedIn, people keep their contact details up to date, and it tends to be their personal details that they keep on LinkedIn. So, once I started using LinkedIn instead, we start winning business, using LinkedIn, and not just business in Singapore, but regional business, business from China, with big brands, and with big multinationals. This was all through LinkedIn; people are connected through LinkedIn.

      Then, my company said to me, Why don't we do some training? Tell other people how you actually use LinkedIn to generate this business? So, I started doing some training in places, like Dubai, the United Kingdom, and Australia, and even the Unites States, about how you use LinkedIn. What is now social selling, at the time was just, We're using this Human Resource database for selling.   It just seemed to work extremely well.

      A couple of years went by. I started enhancing my personal profile. People started to approach me on LinkedIn to ask whether they could pay me to do their profiles for them. That's when my own business, Black Marketing, was born.  I became a permanent resident in Singapore, at which stage, I was able to set-up my own business. So as an entrepreneur, I went about the business of setting-up my own company using LinkedIn.   I had people saying, "I didn't realize you could do this on LinkedIn.

      I didn't realise you could generate leads on LinkedIn. I didn't realize you could be a thought leader on LinkedIn. I didn't realise you could do employer branding on LinkedIn." That's when we became profitable instantly: w e started to demonstrate the many benefits and applications of LinkedIn to those who approached us.

      At this stage, we were well and truly on the way towards  exploding the myth about LinkedIn being just a Human Resources (HR) tool, and instead, demonstrate that it is a powerful sales and marketing tool.

      Albeit, many CEOs, MDs and other organisation leaders are time-poor, even when they are brought to realise the many benefits of LinkedIn in terms of personal branding. That's where we come in; these people pay us to do it for them, so that they too can reap the many benefits.

      Above all else, what I want people to realise is that LinkedIn is an incredibly powerful tool for entrepreneurs, because many people still continue to see LinkedIn as being an HR tool. Instead, it has extraordinary utility in terms of personal branding and employer branding; it can significantly help with the process of canvassing investors, assist them with finding clients, and find employees.

      In all, it's an application that's perfectly tailored for building your own personal brand, to attract other people, and to essentially, create what I like to refer to as the Richard Branson effect.

      Chapter One - What is LinkedIn?

      Ways To Creatively Standout On LinkedIn

      As a social media platform, LinkedIn is still one of the most underutilised tools in the world, especially when compared to Facebook, YouTube, SnapChat, WeChat, Weibo, and Instagram. I still meet people who think that LinkedIn is still a platform that is only used for job searches by HR people (and even then some feel that as long as their LinkedIn profile is up to date then they don’t really need to manage and develop every day, missing the whole link with search on Google and LinkedIn, which always surprises people). 

      They miss the point of LinkedIn. That's the Old LinkedIn; welcome to the New LinkedIn. The New LinkedIn is the largest publishing platform in the world, the most effective sales and marketing platform in the world, and it's the best employer branding platform in the world. 

      I’ve built my business, Black Marketing enabling LinkedIn for you around extolling the virtues of LinkedIn. I often get told by skeptics that LinkedIn is limited in use and rigid with zero room for creativity. Not only do I passionately disagree but time and time again, my Singapore-based team delivers results for our local, regional and global clients using creativity on LinkedIn.  

      I often equate LinkedIn to a business networking event. Here’re eight reasons why:

      1. First person, not third.

      When you go to a networking event, the first thing you say to someone is: Hi. I’m X; I work for Y. What do you do? It’s all in the first person. When do you ever go up to someone and say: Chris J Reed Black Marketing—enabling LinkedIn for you? Never.The third person doesn’t work in a networking event, so why do you think it works on LinkedIn? Is your summary and experience in first or third person? Make it personable, and communicate just like you would at a networking event. 

      2.  LinkedIn is a peer-to-peer networking platform in a business context.

      Everything you do on LinkedIn should be in a business context, but in a personable way. When you go to a networking event, you don’t just operate on a business level, you operate on a human one. Combine business and a human factor on LinkedIn, just like you would at a networking event. 

      Share insights that are valuable to other people and interesting to other people. Don't just promote what your company does, but demonstrate empathy for what other people want to read about. Yes; of course, you have to post articles about your own business, but you'll also notice I share content that has nothing to do with LinkedIn. It could be about work, innovation, Singapore, Asia, the UK, marketing trends, content, work-life balance, management, music, business, football, business, film, start-ups, and entrepreneurs, etc.

      Have a conversation on LinkedIn as you would in real-life, such as at a networking event.

      3. Personalise your connections. When you go to a networking event do you say: I would like to connect with you. No; of course, you don’t. You say: Hi; I’m X, and I work for Y. I’d like to know more about what you do and who you are.

      The same applies on LinkedIn. After that networking event, send a personalised LinkedIn connection to the people you met, just like you would send a personalised email introducing your services. Reference where you met them (especially if it was a networking event), and create that common ground to begin the process of cultivating softer social relationship building.

      4. Don't hard sell; socially sell.

      Do you try to close a deal at a networking event? No; of course not. So, why try to do it on LinkedIn? Have you ever bought anything from anyone on LinkedIn, without meeting them, or at least talking to them? No; me neither.

      The same thing applies to a networking event. After the initial interest in each other’s employment and company, you get down to creating rapport. Kids? Family? Wife or partner? When did you move to Singapore? What made you leave X country? How long do you think you’ll be here? What are your plans? Where do you live? Where(was this to be When or Where?) do you like going out? Are you pro-seasons (miss the cold) or anti-seasons (you like the heat, like me)?

      The latter is a very Singaporean question because we have no seasons. Instead, it's just sun, heat and lovely humidity 365 days of the year. Go beyond the business and create that relationship; be human.

      5. Arrange to connect/meet/Skype later.

      Just like at a networking event, you meet people. Some of these people seemed interesting to you, while some didn't. Some seemed like business partners, while some didn't. Some may become clients, but most will not. Some will become friends, while most will not. All could be important to you in varying and often unexpected ways. LinkedIn is the same.

      LinkedIn is a networking catalyst to meet people: no more, no less. Go beyond the platform and meet people in real life if you live in the same country or are visiting. Otherwise, arrange a Skype/Google hangout, or call. Make that human connection. I love meeting people virtually on LinkedIn, but I love it more in real life.

      6. Not everyone is a sale, or needs to be.

      When you meet people at a networking event, and you know immediately that they are not going to become a client, do you instantly move

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