how-to: to get highly-qualified leads & build authority with linkedin
DESCRIPTION
Studies have shown that LinkedIn generates more qualified B2B leads than any other social network. But where do you start? And what is the best use of your time on LinkedIn? Join us for a helpful introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation and brand-building.TRANSCRIPT
HOW-TO:MAKE LINKEDIN WORK
FOR YOUR BUSINESSAttracting Highly-Qualified Leads From the
“World's Largest Professional 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
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 INVESTMENT
● 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)
www.jillkonrath.com/linkedin-sales-code (optin)
LINKEDIN: B2C GOLDMINE
● Find suppliers / manufacturers● Find sponsors / advertisers● Find partners / joint ventures● Vet consultants● Recruit top talent
PROFESSIONAL PROFILEYour Personal Presence
BE SEARCH FRIENDLY
● What would your prospect search for? ● Model existing profile (keyword search)● 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")
www.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
PAID ACCOUNTS
● More InMails● More Introductions● OpenLink● More intelligent search● Convey “I’m serious”
www.linkedin.com/mnyfe/subscriptionv2
COMPANY PAGEYour Business Presence
BE SEARCH FRIENDLY
● What would your prospect search for? ● Model existing profile (keyword search)● 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
socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-to-optimize-your-page-and-profile
socialmediaexaminer.com/optimize-new-linkedin-company-page
offers.hubspot.com/introduction-to-linkedin-for-business
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 SEARCH FRIENDLY
● What would your prospect search for? ● Search for groups using target keywords● Create group content using keywords
“LINKEDIN INFLUENCER” PROGRAM
● Recently opened to all users (blog.linkedin.
com/2014/02/19/the-definitive-professional-publishing-platform)● Create a blog on LinkedIn● Keep it ultra-high quality● Keep it focused on professional topics
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)● Use content aggregators to find ideas
(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
BE CONSISTENT
ENDORSEMENTSSocial Proof
BUILD YOUR SOCIAL PROOF
● Recommendations go with positions● Endorsements go with skills● Give to get ● Use "ask to be recommended"
www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-your-business (#4)
STAY ENGAGEDConsistency is Critical
STAY THE COURSE
● 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)
blog.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
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 PLAN
● 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
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-for-Generating-Leads-With-LinkedIn.aspx
THE NEXT LEVELMaking it a Little More Useful
LINKEDIN LABS
● Swarm● Resume● InMaps● Timeline
engineering.linkedin.com/linkedinlabs
ADDITIONAL RESOURCES
● rocklinkedin.com (forbes.com/sites/haydnshaughnessy/2013/04/17/who-are-the-top-50-social-
media-power-influencers-2013/2/)● youtube.com/results?search_query=linkedin
RECAP
● Tons of resources available● LinkedIn is a channel for developing
professional relationships● “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.”
Questions?Feedback?
linkedin.com/in/chrismohritz