how to build a dynamic community & drive engagement on linkedin

How to Build a Dynamic Community & Drive Engagement

Community Building and Engagement Webinar with Kristina Jaramillo, Eric Gruber and Vanessa DiMauro

Why This Presentation is So Important: A recent study by Kitedesk found that those sales leaders who are skilled in digital relationship building are 6x more likely to exceed their sales quotas.

https://www.kitedesk.com/blog/new-study-sales-reps-using-social-media-are-6x-more-likely-to-exceed-quota/




But most sales and marketing leaders are failing to build relationships on LinkedIn. Their definition of engagement is WRONG!

True social “engagement” is when prospects take next step actions toward revenue for your organization or firm.


Proof That Most Sales and Marketing Leaders Definitions of Engagement Are Wrong….

Top 4 Most Important Social Media Metrics That Sales and Marketing is Tracking:

Number of Profile Views and Content Platform Views

How Many People They’re Reaching with Their Content or Messages

Number of Likes, Comments and Shares Number of Connections and Group Members

These metrics were picked over: Next step actions beyond the click, like, share etc. Marketing qualified sales opportunities Revenue

Getting leads and opps but with the wrong people

I have connections but no leads or opps

I am getting some leads but not many and not consistently.

I am regularly generation leads and opportunities using LinkedIn

Look at the difference – sales and marketing has to be engaging wrong!!!

The LinkedIn marketing results sales and marketing is getting – as told in our recent survey


What is LinkedIn Engagement – In the Words of Vanessa DiMauro:

It’s when you hear your key prospects needs, understand their concerns and advance relationships with those that are interested in learning using the power of LinkedIn communities and content.


An Opportunity for Change and Why Your LinkedIn Community Should Be the Center of Your LinkedIn Engagement and How You Interact with Prospects During the Buyer’s Journey


LinkedIn Communities Lead to Revenue for Software, Technology and Professional Service Firms….

Leading International SaaS Organization

Built a community of 700+ IT leaders which led to partnerships with IBM and sales conversations with companies like:

Watch Our Webinar to See How We’ve Built These LinkedIn Communities That Are Leading to Revenues: http://freelinkedinmarketingtraining.com/communityengagement

Built a community of Sales Directors, VP of Sales and other B2B sales leaders at companies like: KPMG, HCL Technologies, Oracle, XO Communications, Bell Canada, Pfizer and many others. This group led to sales conversations with:

Built a community of software and technology CEOs, CMOs, Marketing Directors, VPs of Marketing and Product Marketing Leaders which led to conversations with:

Leading supply chain and logistics technology firmBuilt a community of 900+ senior level SC leaders from the companies below which led to 30% increase in RFPs.

http://freelinkedinmarketingtraining.com/communityengagement


The Importance of Engaging with Your LinkedIn Community Throughout the Entire B2B Customer Lifecycle

Source: ‘The Social Bridge to the IT Committee Study’ commissioned by LinkedIn'


Awareness:Options, Ideas, Research and Education


The goal during the awareness stage is to identify a broad list of possible options that have repeatable success solving the problem, is within project parameters and most importantly is trustworthy.


Your Online Community – Such as Your LinkedIn Group – Can Help Advance the Awareness Stage

HOW: Community is a findable point of entry for prospective customers

HOW: Your LinkedIn community helps you herd and identify prospective customers that can use your support throughout the buyers journey – These people took action beyond making the connection.

HOW: Community gives you early exposure to potential buyers who do not want to be marketed to and are not ready to talk to sales.

HOW: Community gives you a chance to offer feedback and challenge common ideas, practices and approaches – thus making potential buyers aware of the problem they have and an alternative solution. This helps in moving prospects to the next stage

HOW: Community gives prospects what they want: Trust, Relevancy, Access and Efficiency Source: LinkedIn Report – IT Buying Goes

Social

50% of survey respondents plan to use their online community to engage prospects earlier in the sales process.

A Market Report by Get Satisfaction


Plan:Turning Vision Into a Path to Value


Video Content Production Firm Gets Dynatrace, Cisco, Deltek, Axios Systems, Fiserv, Journey Sales and Others By Showing How to Integrate Quick Sales Enablement Videos with Webinars, White Paper, Ebook, Email and Social Media Marketing


Evaluate/Select:Where the Rubber Meets the Road


The buyer’s goal at this stage is to eliminate most of the firms surfaced during the awareness stage in order to focus on the chosen few.

This is the point where the buyer team is expanded and new influencers are starting to learn about your firm. You can speed this process by targeting different people within an organization that may be part of the buying process and giving them a reason to join your community.


Your Online Community or LinkedIn Group’s Role During the Evaluation/Selection Stage:

Provide on-demand answers Establish and sustain trust Accelerate point of contact with sales Differentiate brand with a collaborative environment Helps prospects engage with you on many different levels so they see you as an

expert and become comfortable with your ideas, thoughts and process Measured engagement activity within the LinkedIn community and within 1-to-1

communications makes you more relevant to their specific needs. The more relevant you are – the better your chances of getting put on that short list.


The First Closed Deal:Where Most B2B Firms Lose Control of the Customer Experience Journey


The customer goal at this stage is engage quickly with product, software, or service, meet other customers to learn more about their success, connect with more people at the firm as they need relationships to succeed and prove to their firm that they made the best decision.


How Online Communities Like LinkedIn Communities Help the 1st Time Buyer….


Retention:Reduce churn and increase lifetime value of clients faster


How Your LinkedIn Community Helps Retain CustomersHOW: Gives customers a platform to tell their success story

HOW: Connects customers to other customers who are more advanced and experienced

HOW: Enables on-demand learning to progress your clients use of products, services and/or solutions

HOW: Gives customers a reason to keep you in mind so they’ll come back for repeat business sooner.

HOW: Connects customers to additional products and services that your firm offers

Video production firm gets $45K opportunity from an existing client that they would not have gotten without community engagement


10 Ways to Kill Your Online Community:The Reasons Why Most LinkedIn Groups Fail


Not Integrating Social Data into Your Organization’s Information Assets

Not feeding your LinkedIn community with content they need to survive and overcome their specific challenges

Not creating a business strategy for the community


Thinking LinkedIn marketing is a numbers game and that a bigger community is always better

No predictable communications Failing to evolve your community


Looking for the exit slide Forgetting about relevancy Treating your community as a newsfeed

Not engaging outside the community

Learn More About These Mistakes in Our LinkedIn Community and Engagement Webinar:http://freelinkedinmarketingtraining.com/communityengagement



8 Social Selling Ways to Engage with Your LinkedIn Community


1. Useful Content

6. Share Intelligence

2 . Start a Real Conversationwith Up-Front Value

3. Challenge Prospects Minds

5. Get Your Community Involved in a Project4. Be Relevant

7. Collaborate 8. Co-Innovate


See the Webinar That Goes Along with This Presentation and See How You Should Be Building a Dynamic LinkedIn Community and Driving Engagement:




About GetLinkedInHelp.comWe are passionate marketers focused on harnessing the power of the LinkedIn network to generate leads, develop prospects and establish thought leadership positions for our clients. We’ve been doing it since 2009 – using our proven process to produce amazing results.

Kristina Jaramillo (Founder of Get LinkedIn Help) is…• New York Times Recognized Social Media Expert• Featured in LinkedIn’s Guide for Sophisticated Marketers• Published in publications like: