Get Highly-Qualified Leads & Build Authority
With LinkedInMining the B2B Social Network
+Chris Mohritz | [email protected] | #IdeaToOperations
OUR JOURNEY
● Why & Who● Personal profile● Business page● Groups● Connections● Sharing● Recommendations
We’ll jump right inFeel free to ask about my background after session
MY GOAL
Everyone leaves today with a view intowhat LinkedIn can do for your business and a list of next steps to make it produce for you
LINKEDIN IS A BIG SUBJECT
● What are you currently working on?● What would you like LinkedIn to do for you?● Network!
WHY & WHOGetting Started
LINKEDIN: NOT FACEBOOK
● Think business networking● Connect professionally● “Business tool” over “social network”
LINKEDIN: B2B BUSINESS IN A BOX
● Market Research● Product Research (profiles, Answers)● Customer Interviews (polls)● Marketing Channel (ads, inbound)● Authority Building (share - strategically)● Community Building (groups)● Global Reach
ITS WORTH THE INVESTMENTwww.jillkonrath.com/linkedin-sales-code (optin)
● 84.0% of power users say they’ve generated “several” or “lots” of opportunities
● Research product/service ideas (look for their key challenges on prospect profiles)
● Attract leads to you (build authority)● Long-term (no instant miracles)
LINKEDIN: B2C GOLDMINE
● Find suppliers / manufacturers● Find sponsors / advertisers● Find partners / joint ventures● Vet consultants● Recruit top talent
PROFESSIONAL PROFILEYour Personal Presence
BE (PROSPECT) SEARCH OPTIMIZEDwww.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
● Be complete (follow prompts to 100%)● Include samples of your work (rich media)● List 3 keywords you want to be found for● Sprinkle keywords throughout profile (SEO)● Claim your vanity url● Compelling anchor text for website links● Reorder components ("above the fold")
PAID ACCOUNTSwww.linkedin.com/mnyfe/subscriptionv2
● More InMails● More Introductions● OpenLink● More intelligent search● Convey “I’m serious”
COMPANY PAGEYour Business Presence
BE (PROSPECT) SEARCH OPTIMIZEDwww.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile www.socialmediaexaminer.com/optimize-new-linkedin-company-page offers.hubspot.com/introduction-to-linkedin-for-business
● List 3 keywords company will be found for● Sprinkle keywords through profile (SEO)● List job openings● Use a compelling banner image● Insert a “no bounce” video● Capture & display client testimonials● Display blog posts & other social updates
JOIN & CREATE GROUPSTarget Your Niche
A COMMON WORLDVIEW
"The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe."~Simon Sinek
www.youtube.com/watch?v=qp0HIF3SfI4
HIGHLY-TARGETED PROSPECTING
● A specific cause, niche topic, worldview● A forum to provide thought leadership
content and build a professional tribe● Limits (help.linkedin.com/app/answers/detail/a_id/190)● Send messages directly to group members● Way to start conversations with prospects● Check prospects for group membership● Engage through relevant discussions● Email & poll within your groups
BE (PROSPECT) SEARCH OPTIMIZED
● Search for groups using target keywords● Create group content using keywords
NETWORK & CONNECTGet Referrals & Introductions
START WHERE YOU STAND
● Add people you already know● Search existing contact lists (gmail, etc.)
PERSONALIZE INVITE MESSAGES
● Something from their profile that you find interesting or relevant
● Names of mutual acquaintances ● Common interests● Other companies you’ve worked with
(credibility)
EXPANDING HORIZONS
● www.1linkedin.co.uk (boost number only)● Open Networkers (LION)● InMail (quality of the message is key)● Network introductions● OpenLink (help.linkedin.com/app/answers/detail/a_id/139)
SHARE INSIGHTSBe a Thought Leader
CONTEXT IS KING
● Post discussions to your Groups● Post responses to LinkedIn Answers● Post updates to your Profile● Find existing content related to keywords● What's Hot (www.linkedin.com/today)● Content aggregators (scottcowley.com/blog/algorithm-
based-content-aggregator-websites)
BE THE "GO-TO" PERSON
● Must be visible, valuable and timely with your participation
● Be “referable”: consistently share good information, offer insights and contribute to the conversation
● Give existing content a different spin, your unique perspective
● Be in the relationship business, not the content business
ENDORSEMENTSSocial Proof
BUILD YOUR SOCIAL PROOFwww.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)
● Recommendations go with positions● Endorsements go with skills● Give to get ● Use "ask to be recommended"
STAY ENGAGEDConsistency is Critical
STAY THE COURSEblog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
● Make a plan, keep it● Activities (content) calendar● 1 hour per day?● Explore features, get LinkedIn savvy● Get group discussion digest emails● Use “save search”● Backup your contacts (www.linkedin.
com/contacts/manage_sources)
INVOLVEMENT IS JOB #1
● Like others’ shares● Comment on others’ posts in the group● Share your (helpful) content● Share other (helpful) blog content● Cross-promote with other networks (ie.
bring your pinterest traffic into LinkedIn)
GET LEADSBe "Referable"
A 7-STEP PLANblog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
● Its not about the bells/whistles, its about people - developing relationships
● Stay focused on what matters to your prospects (resolve their challenges)
● Propose a short initial conversation● Suggest online meetings
THE NEXT LEVELMaking it a Little More Useful
LINKEDIN LABS
engineering.linkedin.com/linkedinlabs● Swarm● Resume● InMaps● Timeline
RECAP
“Selling is all about relationships, building trust and establishing rapport.”
“It all starts with your profile; it has to be created with your buyer in mind.”
GOAL CHECK
● View into what it can do for your business?● Next steps to make it produce for you?
THEEXPONENTIAL MINUTE
Abundance Thinking in Action
GOOGLE BUYS BOSTON DYNAMICS
● Cloud-connected robots● Mapping off-road? (ie. self-driving cars)● Lunar XPRIZE connection? (Google Moon)● Google Mars?● Homebots?
www.youtube.com/watch?v=LJZQ3n-iQYE
AMAZON DELIVERY DRONES
● 30 mins (step closer to Star Trek replicator)● Local retail becomes a relationship play?
www.youtube.com/watch?v=98BIu9dpwHU
Questions?Feedback?
linkedin.com/in/chrismohritz
