how-to: get highly-qualified leads & build authority with linkedin
Post on 21-Oct-2014
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DESCRIPTION
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.TRANSCRIPT
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