how-to: get highly-qualified leads & build authority with linkedin

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Get Highly-Qualified Leads & Build Authority With LinkedIn Mining the B2B Social Network +Chris Mohritz | [email protected] | #IdeaToOperations

Post on 21-Oct-2014

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Studies have shown that LinkedIn generates more qualified B2B leads than any other social network. An introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation.

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Page 1: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

Get Highly-Qualified Leads & Build Authority

With LinkedInMining the B2B Social Network

+Chris Mohritz | [email protected] | #IdeaToOperations

Page 2: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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

Page 3: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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

Page 4: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

LINKEDIN IS A BIG SUBJECT

● What are you currently working on?● What would you like LinkedIn to do for you?● Network!

Page 5: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

WHY & WHOGetting Started

Page 6: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

LINKEDIN: NOT FACEBOOK

● Think business networking● Connect professionally● “Business tool” over “social network”

Page 7: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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

Page 8: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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)

Page 9: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

LINKEDIN: B2C GOLDMINE

● Find suppliers / manufacturers● Find sponsors / advertisers● Find partners / joint ventures● Vet consultants● Recruit top talent

Page 10: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

PROFESSIONAL PROFILEYour Personal Presence

Page 11: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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")

Page 12: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

PAID ACCOUNTSwww.linkedin.com/mnyfe/subscriptionv2

● More InMails● More Introductions● OpenLink● More intelligent search● Convey “I’m serious”

Page 13: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

COMPANY PAGEYour Business Presence

Page 14: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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

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JOIN & CREATE GROUPSTarget Your Niche

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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

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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

Page 18: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

BE (PROSPECT) SEARCH OPTIMIZED

● Search for groups using target keywords● Create group content using keywords

Page 19: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

NETWORK & CONNECTGet Referrals & Introductions

Page 20: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

START WHERE YOU STAND

● Add people you already know● Search existing contact lists (gmail, etc.)

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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)

Page 22: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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)

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SHARE INSIGHTSBe a Thought Leader

Page 24: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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)

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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

Page 26: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

ENDORSEMENTSSocial Proof

Page 27: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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"

Page 28: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

STAY ENGAGEDConsistency is Critical

Page 30: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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)

Page 31: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

GET LEADSBe "Referable"

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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

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THE NEXT LEVELMaking it a Little More Useful

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LINKEDIN LABS

engineering.linkedin.com/linkedinlabs● Swarm● Resume● InMaps● Timeline

Page 35: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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.”

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GOAL CHECK

● View into what it can do for your business?● Next steps to make it produce for you?

Page 37: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

THEEXPONENTIAL MINUTE

Abundance Thinking in Action

Page 38: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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

Page 39: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

AMAZON DELIVERY DRONES

● 30 mins (step closer to Star Trek replicator)● Local retail becomes a relationship play?

www.youtube.com/watch?v=98BIu9dpwHU

Page 40: HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

Questions?Feedback?

linkedin.com/in/chrismohritz