How to Use LinkedIn Groups to Build Brand and Generate Leads
1Unleashing LinkedIn:How to Use Groups to Build Your Brandand Generate Sales Leads
2As a B2B Professional,All I Want Is an Unfair Advantage.
3As a B2B Marketer,I want to build my Company’s Brand andgenerate as many qualified Leads for mysales team as possible.
4As a B2B Sales Professional,I want to build my Personal Brand andgenerate as many Meetings as possiblewith qualified prospects.
5Let’s discuss one wayto achieve both of these objectives.
6LinkedInLinkedIn seems to offer the “perfect storm” environment, forB2B brand building and lead generation: Thousands of relevant + transparent prospects Frequent member login activity Low cost of entry and participation Highly scalable platformAll of the above can be captured within LinkedIn Groups.
7What Is a LinkedIn Group?• Groups are InterestForums on LinkedIn• As of 18 Nov 2012,there are over 1.4million groups onLinkedIn• Groups allowmembers to postarticles andconversation starters,and reply to existingarticles anddiscussion threads
LinkedIn for Lead Generation8Competitive Advantages ofLinkedIn Groups
9LinkedIn GroupsResemble Real Life• LinkedIn Groups are equivalent to a real-life group that’smade up of hundreds of your prospects• Groups offer long-term digital connections betweenyourself and your prospects – allowing for virtualdiscussions every day• These digital connections are gateways to real lifemeetings – like the one we’re having right now
10Self-ReportingLinkedIn encourages self-reporting: the sharing of one’sdetails within their personal profile.Self-reporting createsunprecedented transparency ofyour target audiences.This means Unprecedentedtargeting.LinkedIn Groups Can Capture YourProspects in One Place
11If you’re targeting CFOs,LinkedIn offers youdirect access to 1,500+Senior Finance DecisionMakers in Australia, incompanies > 200 staff
12If you’re targeting CIOs,LinkedIn offers youdirect access to 1,000+Senior IT DecisionMakers in Australia, incompanies > 200 staff
13If you’re targeting HR Heads,LinkedIn offers you directaccess to 800+ Senior HRDecision Makers in Australia,in companies > 200 staff
14You Can DeliverIndustry Information, Insights, andThought Leadership to Your MembersLinkedIn GroupsBuild Prospect Value
16You Can Engage inIndustry Conversations and DisplayYour Expertise to Your MembersLinkedIn GroupsPromote Thought Leadership
17You can have aprofessionaldiscussion withyour groupmembers –buildingpersonal brandwhiledevelopingrelationshipswith them.How would thisbenefit yoursales team?
18Groups Give Rise to the Personal Brand• Personal Brand hasalways been important inB2B• How important are thepersonal brands of yourkey people to winningbusiness for your firm?• LinkedIn groups are 100%person-to-person based –ensuring the developmentof personal brands
LinkedIn for Lead Generation19A LinkedIn Group Case Study
21• Launched in October 2010• Currently has 3,000 members, from Australia, Singapore,Hong Kong, and New Zealand – our key markets• The group’s audience is primarily composed of B2BMarketing Directors, Social Media Managers, and SalesProfessionals• The group is an ongoing source of agency B2B leadsCase Study:B2B Social Media Lead Generation
22Our key uses of the LinkedIn group include: Demand Generation – We are building the category ofB2B Social Media Lead Generation by posting articlesthat prove the concept and its worldwide / local adoption Market Research – We are constantly learning newthings about our target audience via the insights theyprovide during discussionsCase Study:B2B Social Media Lead Generation
23 Market Expansion Feasibility – We test the potential ofany industry or region I want to expand into, by invitingprospects from those industries or regions, and observingtheir participation Relationship Building – by interacting with ourmembers, we are building thousands of relationships aswe establish our positioning and expertise in our fieldCase Study:B2B Social Media Lead Generation
LinkedIn for Lead Generation24LinkedIn Groups:The Strategy for Brand Buildingand Lead Generation
25LinkedIn Groups: The Strategy1. Product2. Prospects3. Content4. Social Sellers5. Management & Policies
26Strategy: Product• Which is our most strategic product or service? Whichdo we want to sell more of?• If you have dozens of products, bundle them into productfamilies, then build groups around the families• Always start with the product, never the socialnetwork. In the end, it’s always about the leads and therevenue.
27Strategy: ProspectsWhich prospects are most likely to buy our product orservice?• Which are the companies we want to land as clients?• What are the job titles within those companies, thatwe should be talking to?• Invite them to the group, using LinkedIn Ads or Inmail• Exclude competitors and all other non-relevantprofessionals
28Strategy: ContentWhat is the content our prospects need to solve theirproblems and do their job better? Do you produce our own industry-leading content? Ifnot, can you commission some material? Can you come up with Conversation Starters orPolls? Beware of the Ribena effect – too much of your ownsyrup makes the rest of us choke 3rd Party content is a very reliable way to build trueindustry credibility
29Strategy: Social Sellers• A Social Seller is a man orwoman who represents theircompany in social networks• Social Sellers focus onbuilding their personal brand,sharing category content,and generating leads• The most impactful SocialSellers are people inBusiness Development andSales – the only ones whoclose deals.
30The Social Seller Concept• Social Sellers own their LinkedIn profiles, legally• But – Marketing co-owns the marketing andcontent dimension of LinkedIn profiles• All group content that is distributed via SocialSellers, should now be approved, or influenced, byMarketing• Social Sellers = Distribution Channels forMarketing• This approach reduces social media risk whilemaximising brand alignment and compliance
31Strategy: Social Sellers• Which of your group managers will be appointed SocialSellers; i.e. who will seek out meetings with your group’smembers?• Will they come from your Sales or Pre-Salesdepartment?• Marketing and C-Suite do not close deals, so their rolewithin the group is secondary to those who close deals
32Strategy: Management & Policies• Who will be the Group Owner (1), who will be the GroupManagers (up to 10), and who will be Group Mods (up to50)?• What is expected of the Group’s Management? Do theirKPIs need to be adjusted?• Who decides on which Content gets posted, and whichgroup applicants get accepted?• Who makes the decision on the group’s Social Sellers?
LinkedIn for Lead Generation33The Science of Brand Building viaLinkedIn Groups
Content Distribution +Conversation34Personal Brand BuildingGroupParticipation
ContentDistribution +Conversation35GroupParticipationMere Exposure EffectPositioning EffectBrandBuildingPersonal Brand Building
37Positioning EffectAssociating yourpersonal brand withthe content of yourposts and discussions,makes you stand outand becomesynonymous with thatcontent.This gives you greatercredibility and trustwith your groupmembers.
LinkedIn for Lead Generation38The Science of Lead Generationvia LinkedIn Groups
41Lead Generation – OutboundIn most B2Bgroups, 90% of yourleads will comefrom Outboundefforts!
LinkedIn for Lead Generation42What Numbers to Expect fromLinkedIn Groups
43Member Engagement• Most groups must accept the 3% Rule; i.e. no more than3% of your members will become regulars (>1 post permonth)• So if you have 100 members, then probably 3 of them willbe regularsOf the other 97%: 50% are “beneficial lurkers” who consume information 50% have forgotten they are in your group!• Remember that just over 50% of your members are“participants” in your group
44Costs: What to ExpectLinkedIn Adso Avg. $2 - $4 Cost per Click;o 0.025% - 0.05% CTR (=1 click per 2000 – 4000impressions)• Inmailso $10 per Inmail;o 10% - 20% CTRJoin Rate:• 5% - 25% of every invitee will join, depending on therelevance of your invitation script and group name• As a rule of thumb, you will need to send a minimum of 500Inmails to achieve 100 members (with 3 active members)
45What Results Can You Expect?Assuming your Social Sellers:• Post at least 2 – 3 pieces of relevant content every week• Engage with your members at least 1x – 2x per week for atleast 2 – 3 months, and• Engage in best-practice Inbound + Outbound Lead Generation,then you may expect: Approx. 15 – 25 leads for every 100 members in yourgroup This percentage will grow as the brand awareness andpositioning of your Social Sellers grows within the group
46How Do We Measure ROI?• Each Social Seller is given their own list of named prospectswith the group (in line with their sales territory)• As each Social Seller meets his prospects, this meeting isrecorded in the CRM using source = “LinkedIn Group”• Once a sales proposal is submitted, the Social Seller (orMarketing) records the $ value of the proposal against thecompany CRM account• The organisation can now determine $ pipeline value vs. theinvestment in the group (i.e. salaries + agency costs)
47Thank You!Connect:LinkedIn: Tom SkotidasTwitter: @tomskotidasGoogle+: Tom Skotidas