6 Ways to Take Advantage of LinkedIn at Various Stages of the Sales Life Cycle

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Lead nurturing is a crucial part of your marketing and sales success. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales life cycle.

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6 Ways to Take Advantage of LinkedIn at Various Stages of the Sales Life Cycle

  1. 1. 6  Ways  to  Take  Advantage  of  LinkedIn  At     Various  Sales  Life  Cycle  Stages    
  2. 2. Becky  Livingston  -­‐  Bio   ü Speaker   ü Author   ü Educator   ü Social  Media  &   Digital  Marketing   Consultant   ü 15  yrs.  in  the   financial  services   field   ü KPMG,  CPA2Biz,  my   clients   ©  Penheel  Marketing  01.07.14  
  3. 3. Agenda     1.  6  ways  to  use  LinkedIn  in  the  sales  life  cycle   2.  Research  and  Generating  Leads   3.  Firm/Company  Pages  Tips   ©  Penheel  Marketing  01.07.14  
  4. 4. Why  LinkedIn?   ü Research   ü Prospecting   ü Relationship  Building   61.4%   ©  Penheel  Marketing  01.07.14  
  5. 5. LinkedIn  Stats   •  238  million  users   •  27%  visit  via  mobile   •  200  countries  &  territories   •  40%  check  daily   •  3  million  business  pages   •  1.5  million  groups   2  new   members  join   every  2  seconds   ©  Penheel  Marketing  01.07.14  
  6. 6. Sales  Qualified  Lead   Evaluation   Requirements  Definition   Value  Demonstration   Purchase   Awareness   Traditional  Sales  Cycle   Negotiate   Proposal   Close  
  7. 7. Simple  Sales  Cycle   Education   ©  Penheel  Marketing  01.07.14   Solution  
  8. 8. Use  LinkedIn  To:   •  Identify  multiple  points  of  entry  into  an   organization   •  Find  people  who  are  involved  with  the   decision-­‐making  process   •  Identify  and  forge  common  connections     •  Establish  mutual  interests  to  form  the   foundation  of  a  conversation   •  Unearth  new  prospects  that  meet  your  ideal   customer  demographic   ©  Penheel  Marketing  01.07.14  
  9. 9. 6  Ways  to  Use  LinkedIn   1.  Awareness   ①  Create  a  professional  presence   a)  Action:  Highlight  the  accomplishments  you’ve  helped   customers  obtain.  Emphasize  specialties,  knowledge,  or   vertical  industry  expertise.  Keep  it  up  to  date.  Consider   adding  multimedia,  videos,  slides,  and  links  to  your  blog.     2.  Make  Connections   ①  Connect  with  existing  clients,  use  their  profiles  to   identify  potential  contacts   a)  Action:  Use  the  “request  introduction”  feature  on   LinkedIn  to  connect  with  potential  prospects.  Leverage   search  functions  to  explore  titles  and  positions.  Find   multiple  points  of  entry  to  organizations.    
  10. 10. Example  –  Jim  Bourke   Partner  in  charge  of  internal  technology  at  WithumSmith+Brown.  Frequent     speaker  on  CPA  Firm  technologies.  Author  on  articles  related  to  CPA  Firm     technologies.  Member  of  AICPA.  Member  of  NJSCPA.  Member  of  AICPA   Council  and  Current  Member  of  the  AICPA  Board  of  Directors.  Current  Chair  of   the  AICPA  Tech+  Conference,  Past-­‐Chair  of  AICPA  CITP  Credential  Committee.   Past  President  of  the  NJSCPA.    Licensed  CPA  in  NJ,  NY  and  NC.     Specialties:  CPA,  CFF,  Technology,  Internal  Technology,  IT,  CGMA,  IFRS,  SOC1,   SOC2,  SOC3  
  11. 11. 6  Ways  to  Use  LinkedIn   3.  Research   ①  Increase  common  ground   a)  Action:  Monitor  connections’  status  updates,  activity,   e.g.,  blog  posts,  group  discussions,  queries,  etc.,  to   uncover  their  pain  points  and  business  problems  they  are   trying  to  solve.     4.  Prospect  Lists   Video   ①  Use  the  Search  function  to  generate     “saved  search”  lists,  including  by  geography,   industry,  title,  etc.   a)  Action:  Use  the  search  functionality.  The  free  version   allows  3  saved  searches,  while  the  paid  version  allows  for   more.  
  12. 12. 6  Ways  to  Use  LinkedIn   5.  Recommendations  &  Endorsements   ①  Trusted  Advisor  Status   a)  Action:  Complete  your  profile  to  list  expertise  and   specialties.  Encourage  clients  to  endorse  you  for  those   services  by  including  your  LinkedIn  profile  link  in  all  email   signatures  and  communications.     6.  Participate   ①  Join  groups,  answer  questions,  post  updates.   a)  Action:  Deliver  insights  that  are  helpful  to  the  sales  cycle.   Post  whitepapers,  offer  links,  post  and  answer  questions,   demonstrate  industry  knowledge.  
  13. 13. Buyer  Persona   1.  An  understanding  of  customer  needs/ interests   2.  Knowledge  of  where  customers  spend  time   3.  Better  quality  leads   4.  Consistency  across  your  business   5.  Richer  closed-­‐loop  analytics   6.  Better  product  development   ©  Penheel  Marketing  01.07.14  
  14. 14. 3-­‐Step  Strategy  to  Increase  Referrals   1.  Promote  your  best  clients:     •  Put  top  clients  in  a  position  where  they  will   be  asked  about  your  firm.   •  Invite  clients  to  participate  in  conferences,   webinars,  or  panels.   2.   Avoid  being  a  firm  that  offers  everything   3.  Content  marketing   ©  Penheel  Marketing  01.07.14   43%  of  Accounting  clients   have  not  provided  a  referral   for  their  provider  because   they  have  not  been  asked   to.  ~  Hinge  Marketing  
  15. 15. The  AICPA  Code  of  Professional  Conduct  says,  “firms  can  reveal  names   of  clients  without  permission,  but  if  disclosing  the  client  name  allows  a   third  party  to  ascertain  other  facts  that  are  confidential,  that  would  be   considered  a  disclosure  and  would  require  the  client’s  permission.  And,   members  should  always  check  with  their  state  board  of  accountancy   to  ensure  that  its  rules  are  not  more  restrictive,  in  which  case  the   member  would  need  to  comply  with  the  more  restrictive  standard.”   DISCLOSURE   ©  Penheel  Marketing  01.07.14  
  16. 16. Company/Firm  Page  Tips   ü  Add  a  hero  image  to  the  page   66%  of  the  financial   institutions  studied  by   ü  Complete  Products  and  Services   The  Financial  Brand   page/tab   didn’t  have  a  hero   image.   ü  Complete  the  Summary  with   some  personality   ü  Publish  updates  regularly   ü  Use  ‘Featured  Updates’  to  highlight  your  best  content   ü  Add  a  video  to  the  Products  &  Services  Page   ü  Utilize  the  Career  tab   ü  Promote  the  page  on  your  website   ü  Follow  your  page,  encourage  employees  to  follow  it   ü  Create  and  use  a  content  calendar/tools  for  daily  posts   ©  Penheel  Marketing  01.07.14  
  17. 17. Example  –  Hunter  Group  CPA  LLC     Banner  /   Hero   Image   Updates  
  18. 18. Example  –  Hunter  Group  CPA  LLC     Listing  of  the   Firm’s  Services  
  19. 19. Example  –  Urbach  &  Avraham,  CPAs   LLP     Updates  
  20. 20. Example  –  Urbach  &  Avraham,  CPAs   LLP     Listing  of  the   Firm’s  Services  
  21. 21. Who  is  Penheel  Marketing?   Social  media  and  digital  marketing  consulting  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     Visit  www.Penheel.com  for  more  information.   Blogging   Create  blog  content  quickly     while  getting  SEO  tips  and     best  practices  pointers.   Marketing  Analytics   Website  analytics,  online     advertising  analytics.  See     which  sources  are  generating     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  information     in  your  contact  database.   ©  Penheel  Marketing  01.07.14   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.   Search  Engine  Optimizations   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effective  keywords.   Lead  Management   Track  leads  with  a  complete   timeline-­‐view  of  their  interactions     with  your  firm.  
  22. 22. Resources   •  “How  to  boost  business  through  referrals.”  Lee  Frederiksen   www.CPA2Biz.com/browse/print_articles_landing/jsp   •   “How  to  take  advantage  of  LinkedIn  at  Various  Stages  of  the  Life  Cycle.”  Hubspot   •  “Capturing  Clients  on  LinkedIn”  CPA  Practice  Advisor   •  “3  Strategies  to  Get  More  Sales  Referrals  with  LinkedIn”  Hubspot   •  http://www.linkedin.com/company/cnbc   •  http://www.linkedin.com/company/linkedin   •  “How  to  Map  Lead  Nurturing  Content  to  Each  Stage  in  the  Sales  Cycle”   http://blog.hubspot.com/blog/tabid/6307/bid/31406/How-­‐to-­‐Map-­‐Lead-­‐Nurturing-­‐Content-­‐to-­‐Each-­‐ Stage-­‐in-­‐the-­‐Sales-­‐Cycle.aspx   •  “6  Core  Benefits  of  Well-­‐Defined  Marketing  Personas”   http://blog.hubspot.com/blog/tabid/6307/bid/29583/6-­‐Core-­‐Benefits-­‐of-­‐Well-­‐Defined-­‐Marketing-­‐ Personas.aspx   •  “12  Steps  Financial  Marketers  Can  Take  to  Get  The  Most  From  Their  LinkedIn  Page”   http://thefinancialbrand.com/28429/12-­‐tips-­‐for-­‐bank-­‐credit-­‐union-­‐linkedin-­‐pages/   •  “Cracking  the  LinkedIn  Sales  Code”   http://www.jillkonrath.com/Portals/110248/docs/Cracking-­‐LinkedIn-­‐Sales-­‐Code-­‐Ebook.pdf   •  How-­‐To:  Advanced  Search  for  Lead  Prospecting  [video]  http://penheel.com/whitepapers/   ©  Penheel  Marketing  01.07.14  

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