LinkedIn has long become one of the most powerful business tools for 21st-century brand building, professional networking, lead generation, and more. Yet, for many AEC firms, it’s often underutilized or misused. In today’s changed marketplace, with all in-person meetings and events indefinitely on hold, mastering the “how” of using LinkedIn is essential for moving your firm’s marketing and business development forward.

With LinkedIn, you can:

• Reinforce your firm’s brand, increase its visibility and reach, and remain top of mind
• Expand your professional network, generate leads, and build relationships
• Establish an expert position, promote thought leadership, and become a valuable resource for your prospects, clients, and partners

This session will help you master LinkedIn – in good times or bad. We will cover:

• The must-haves of an optimum LinkedIn profile
• Tips for improving your firm’s company page
• LinkedIn etiquette
• How to strategically identify and make connections, nurture leads, and build relationships
• LinkedIn content strategies for prospecting and ongoing engagement

Learning Objectives

• Attendees will learn how to create an optimum LinkedIn profile that cuts through the noise, reinforces their brand, and builds credibility and trust
• Attendees will identify top strategies for repositioning their firm online with a stronger company page
• Attendees will see “behind the scenes” of LinkedIn’s most powerful features for strategically identifying, making, and nurturing connections
• Attendees will learn fundamental principles for developing a winning LinkedIn content strategy and posting, publishing, and sharing content for ongoing engagement

Ida Cheinman is principal and creative director of the brand strategy, design and digital firm Substance151 and past president of SMPS Maryland.

Ida uses her 25 years of experience as a brand strategist, designer, marketer, and educator to help business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.

Ida’s work has earned numerous awards and industry recognition and has been published nationally and internationally. She is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. Ida has presented for professional services organizations and conferences nationwide and is a frequent contributor to industry webinars, blogs, podcasts and publications.

You can connect with her on LinkedIn and Twitter @idacheinman.