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Maximizing LinkedIn for Sales and Social Media Marketing: An Unofficial, Practical Guide to Selling & Developing B2B Business On LinkedIn. Neal Schaffer
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—Jack Molisani, Executive Director, The LavaCon Conference on Digital Media and Content Strategies
“Neal Schaffer’s book contains a wealth of practical, actionable steps to leveraging LinkedIn to generate new business and improve your B2B social media marketing. Professionals in the worlds of sales, business development, and marketing— as well as entrepreneurs and small business owners—will find great value in this informative resource. An internationally recognized speaker on the subject of social media marketing, Neal practices what he preaches and always impresses me with his ability to connect with his audience and provide sound, simple-to-follow advice. Much as he is in person, Neal’s book is entertaining, engaging and ever informative. This is a must have for your business reading arsenal.”
—Theresa Boyce, Chair and CEO, CEO Trust
“Neal’s book is a practical, easy to read guide for those striving for innovative solutions to develop business on LinkedIn. It helps business professionals power-up their Internet and integrated marketing potential to reach and interact with others to promote their products and services. An invaluable tool for strategic relationship building on the largest professional networking platform in the world with intrinsic and extrinsic value that takes six degrees of separation to a new definition of business success.”
—Debbie Moysychyn, MBA, Director, Health & Wellness, Brandman University
Copyright © 2011 by Windmills Marketing. All rights reserved.
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ISBN-13: 978-1-4566-0461-5
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Preface
It has been approximately 21 months since I published my first book about LinkedIn, Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn. As a first-time author, I was ecstatic that it received a few prestigious book industry awards, including silver recognition as the best business reference book of the year in 2009 from the Axiom Business Book Awards and honorable mention as the best non-fiction book of 2009 from the DIY Book Festival. And even as I write this new book, I am honored that my first book still remains one of the best-selling LinkedIn books. If you have already bought Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn (hereafter referred to as Windmill Networking: Maximizing LinkedIn), I want to thank you for your support.
One of the initial book reviews I received after publishing Windmill Networking: Maximizing LinkedIn, was a criticism that my book suffered from a “personality complex.” In other words, was it a book for businesses or merely about networking? The answer to that question is that my first book was meant to be a reference manual for professionals in every industry to truly maximize LinkedIn for whatever objective they might have. I believe that, at the very least, all professionals should be on LinkedIn to develop and/or better represent their personal brands, even if they are happily employed, networking, and enhancing their brands in other ways. Ideally, however, they should all understand the functionalities of LinkedIn as well as the concept of Windmill Networking, which allows people in all industries to better represent and grow their brands and professional careers.
This book, Maximizing LinkedIn for Sales and Social Media Marketing, is meant to be a companion to Windmill Networking: Maximizing LinkedIn. Anybody actively working in the business world knows it is a social venture, so it should come as no surprise that the ability to successfully network has been a necessary skill that sales professionals have honed from the early days of capitalism (if not earlier), yet I find so few people are reaching their full networking potential on the LinkedIn platform. In the capacity of a sales and marketing professional, I have spoken to thousands of people about maximizing LinkedIn for business purposes, and I have consulted with more than a dozen companies of all sizes from a variety of industries on how they can strategically utilize social media, including LinkedIn. In addition, I have successfully executed campaigns related to B2B sales, business development, and marketing over my nearly two decades of working with the business community.
This collection of experiences makes me uniquely qualified to write this book, which is specifically designed to help business owners, executives, and sales and marketing professionals use LinkedIn as a tool to improve online corporate branding and develop new business. Similar to the approach used in Windmill Networking: Maximizing LinkedIn, Maximizing LinkedIn for Sales and Social