Top Banner
HOW-TO: MAKE LINKEDIN WORK FOR YOUR BUSINESS Attracting Highly-Qualified Leads From the “World's Largest Professional Network” +Chris Mohritz | [email protected] | #IdeaToOperations
37

HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

Aug 26, 2014

Download

Self Improvement

Chris Mohritz

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.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

HOW-TO:MAKE LINKEDIN WORK

FOR YOUR BUSINESSAttracting Highly-Qualified Leads From the

“World's Largest Professional Network”

+Chris Mohritz | [email protected] | #IdeaToOperations

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

WHY & WHOGetting Started

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

LINKEDIN: NOT FACEBOOK

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

Page 5: HOW-TO: 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 6: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

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)

Page 7: HOW-TO: 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 8: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

PROFESSIONAL PROFILEYour Personal Presence

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

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

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

PAID ACCOUNTS

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

www.linkedin.com/mnyfe/subscriptionv2

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

COMPANY PAGEYour Business Presence

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

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

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

JOIN & CREATE GROUPSTarget Your Niche

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

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

Page 15: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

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 16: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

BE SEARCH FRIENDLY

● What would your prospect search for? ● Search for groups using target keywords● Create group content using keywords

Page 17: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

“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

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

NETWORK & CONNECTGet Referrals & Introductions

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

START WHERE YOU STAND

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

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

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 21: HOW-TO: 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)

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

SHARE INSIGHTSBe a Thought Leader

Page 23: HOW-TO: 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)● Use content aggregators to find ideas

(scottcowley.com/blog/algorithm-based-content-aggregator-websites)

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

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 25: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

BE CONSISTENT

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

ENDORSEMENTSSocial Proof

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

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)

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

STAY ENGAGEDConsistency is Critical

Page 29: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

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

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

GET LEADSBe "Referable"

Page 32: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

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

Page 33: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

THE NEXT LEVELMaking it a Little More Useful

Page 34: HOW-TO: To Get Highly-Qualified Leads & Build Authority With Linkedin

LINKEDIN LABS

● Swarm● Resume● InMaps● Timeline

engineering.linkedin.com/linkedinlabs

Page 36: HOW-TO: To Get Highly-Qualified Leads & Build Authority With 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.”

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

Questions?Feedback?

linkedin.com/in/chrismohritz