Personal branding and linked in prospecting v2

Creating Your Personal Brand&

LinkedIn Prospecting

By: Joel KatzSales Engineering ManagerJoel.Katz@Centurylink.com

407-628-6624

Agenda• Creating Your Personal Brand– What Is branding– What Is My Personal Brand– How To Beef Up Your Personal Brand

• Prospecting In Social Media World– Searches– Groups– Contact Based Prospecting– Be Information Provider

• Additional Info.

• 84 Million Users in USA (259 Million Worldwide)• 184 Million Unique Visits to Linked In Monthly• 40% of Linked In Users Check Everyday• 38% of Linked In Visits Are Via Mobil Device• Average Time Users Spend on Linked In 17 Min./Month• 3 Million Business Pages & 1.2 Mil. Featured Products

and Services.• 2.1 Million Groups on Linked In• Average Number of Groups Members Join 7• Most Used or Over Used Adjectives: Responsible,

Creative

* Stats According to Digital Marketing Rambling

78% of those who use social media in sales outperform those who

don’t.— The Impact of Social Media on Sales Quota and

Corporate Revenue, A Sales Guy Consulting

Creating Your Personal Brand

The Wikipedia definition of brand begins with “Branding includes a name, logo, slogan, and/or design scheme

associated with a product or service”

The Wikipedia definition of brand begins with “Branding includes a name, logo, slogan, and/or design scheme

associated with a product or service”

Awareness

Awareness

Trust

Awareness

Trust

Perception

Awareness

Trust

Reputation

Perception

on

BRANDS ARE BORN OF

EXPERIENCEAND

REFLECT

TRUST

IT IS A MEASURE OFREPUTATION

PERC

EPTI

ON

SIN

TH

E M

IND

OF

A CO

NSU

MER

.

SEARCH

=

COPY =

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“A brand is the sum of all feelings, thoughts and recognitions – positive and negative

– that people in the target audienceassociate with a company, a product or

service.”- Steve McNamara, AdCracker.Com

“A brand for a company is like a reputation for a person.

You earn reputation by trying to do hard things well.” –Jeff

Bezos

More solid brands mean strong identities both for the

products and for the people using them.–Jeff

Bezos

“We choose one over the other on the basis of our ‘perception’ of its reputation” –Shivam

Dhawan

Perceptions are verbs:

• “Apple Thinks Different

• IBM Solves• Nike Exhorts• Virgin

Enlightens• Sony

Dreams…”- Jean Marie Dru, Disruption

Just like PERSONALITIES

What is your

BRAND?

WHAT do I DO?WHO do I do it FOR? HOW am I UNIQUE?(WHERE do I do it?)

= YOU: The Brand

Develop A Personal Brand for Yourself

For Most of Us Linked In is our Online Brand(Remember the four components of branding)

• Awareness – Who we are: Name, Title, Photo, Summary

• Trust – Our Credentials, Our Experience• Reputation – Skills, Achievements, Recommendations• Perception – Interests, Personal Details, overall

feeling from profile (Hopefully a Verb)

• YOUR PROSPECTS ARE CHECKING YOUR PROFILE OUT TRY TO DIFFERENTIATE YOURSELF!!!

Awareness: Good Use Of – Photo, Name, Title, Summary

• Use a professionally done head shot photo if possible (Smile)

• Change your default work title, Try To Say:– What you do– Who you do it for

• Change Linked In URL to your name.• Make The Summary Engaging:– Say how you do what you do– Make It measurable if at all possible– Write It from your prospects point of view– Have a call to action if at all possible– Include Samples of your work

Trust and Reputation

• Highlight Work Experience– Especially if you can show how you helped

prospects achieve measurable results• Highlight Special Skills– Trainings– Certifications

• Ask and Use Recommendations:– Others vouching for you is great, especially if it is

customers– Best way to get recommendations is to give them

Let’s Look At Some Examples

•Good Photo•Good Title•Good Summary

•Good Examples of Work

•Good Use of Recommendations

•Good Photo•Good Title•Good Summary Different Style

•Good Use of Recommendations

•Good Title: Who I am what I do, and for who

•Good Summary, (A Bit To Long Though) Sample of my Work and Who I Am Following at Bottom

•Good Use of Recommendations• CTL Company Link Included

•Good Photo•Good Title

•Don’t Do This!!! •Look at the Title!!! •But Funny though•Certainly a Differentiator

Let’s explore some ways to use LinkedIn for prospecting.

Searches and Advanced Searches

• You can search contacts• You can search companies (you can follow

them as well)• You can save searches and it will notify you of

changes in your search profile• Searches will show you 1st, 2nd, and 3rd level

connections to that person.• Prospecting Class on BMI Social Warrior Site– http://bmi.corp.intranet/bmgq/social-warrior/pro

specting

Groups!!!• Choose Groups Where Your Contacts Are– Industry Based – Education / Charity Based (Alumni Associations, ETC.)

• Max Group Membership 50 Different Groups• Observe First• Ask Questions On Discussion Threads• Start Relevant Discussion Threads• Post Relevant Articles To Group• NOT SALES INFO OR ADVERTISING• Groups Allow You to Send In Mail To Other Group

Members Even if They Are Not Your Contacts

Develop Contact Based Prospecting !!!• Often Takes Between 10-12 Emails and Phone Calls Before You

Have Relevant Contact With Prospect• You Are More Likely to Get Sales Call Returned if You Have

Personal Connection – Check Profile to see if you have people in common– Check if you have University or Company in Common– When you reach out to them make sure you mention commonality. This

increases your odds 3x– When Mutual Connection calls on your behalf for introduction , this

increases your odds 4x– When you contact direct connection odds increase 12x

• Cultivate contacts similar to your ideal prospect.– Go Where they are off line and online– Initiate Conversations– Keep in touch with them

• Newsle.com

Keeping In Touch With Prospects• Become a Content Provider

– Sift through info. to find articles valuable to prospects. (Doing this Daily or Weekly is best.)

– This elevates your credibility in prospects eyes– Be Constantly on look out for relevant info.

• Industry News Letters• Business Press• Videos and Magazines Prospects likely to read

– Send your Prospects short note with article link attached. Can send same note to multiple prospects.

• Share Articles online via Linked In, Face book, Twitter.– Simply click on share icon for relevant service– Post to your profile, or actually send to your contacts or group.– If you post to profile, when contacts sign on they will see your post.

To Summarize!!!

Other Relevant Info.

• Social Warrior Success Stories– http://bmi.corp.intranet/bmgq/social-warrior/suc

cess-stories• Social Warrior Tutorials– http://bmi.corp.intranet/bmgq/social-warrior/tut

orials• Don’t Be A Pest: LinkedIn Settings Mistakes– http://www.forbes.com/sites/cherylsnappconner/

2014/01/25/the-important-linkedin-settings-most-people-miss/

“Do what you want to be famous for Because you are famous for what you do”

- Kristian Anderson

?

Thank You

Joel KatzSales Engineering ManagerJoel.Katz@Centurylink.com

407-628-6624