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Using LinkedIn as a Lead Gneration Tool.
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Using LinkedIn as a Lead Gneration Tool.

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My name is Chris Scafario, I am the director of Marketing Services at The Delaware Valley Industrial Resource Center aka DVIRC. Each Year the DVIRC works with dozens of small to midsized …

My name is Chris Scafario, I am the director of Marketing Services at The Delaware Valley Industrial Resource Center aka DVIRC. Each Year the DVIRC works with dozens of small to midsized manufacturers, helping them engage in Lean, Six Sigma and various other continuous improvement activities. More recently, I have had the good fortunate to work DVIRC’s clients to help the on their way towards being a world-class sales and marketing driven enterprise.
Attached is a presentation I shared with one of DVIRC’s Executive Network Groups. It is titled “Using LinkedIn as a tool for Business Growth”. Please let me know if you enjoy it of find it valuable.
Best regards,
Chris Scafario
Director of Marketing Services
DVIRC

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  • 1. LinkedIn & Lead Lander Fundementals Presented to the: Upper Bucks, Upper Montco. Executive Group Presented By: Chris Scafario
  • 2. Start With a Structured Process: PLAN: Design or revise the business development process components to improve results DO: Implement the business development plan and measure its performance CHECK: Assess the measurements and weigh the results ACT: Decide on and initiate changes needed to improve the growth process
  • 3. Q. Who is Using LinkedIn? A. Over 60 million professionals use LinkedIn to exchange information, ideas and opportunities. Most Are: Are male Holding an above average degree Part of the middle, senior management or executives Are business decision makers (in 50% of the cases) Are linked together from different industries
  • 4. Q. Who is Using LinkedIn? A. With 60+ million users, there are a lot of different applications: For many, their original goal on LinkedIn was/is to be findable by a Head Hunter or the Human Resources Director of a company in case: - A new career opportunity would present itself - People are really looking for a new job Regardless of initial intent, registering on LinkedIn has become a good source for making contacts, professional development and reconnecting. - More and more LinkedIn gets used to find contacts within companies for lead generation and even customer retention as new contacts can be identified. LinkedIn gives even insight in the organizational structure of the company as people post their titles or functions in their company. LinkedIn gives you fast access to the names of several people in a company with their function and department.
  • 5. Q. Who is Using LinkedIn? A. Your Customers & Your Competition.
  • 6. Professional seeking growth Social networking Reconnecting with acquaintances & business colleagues Viewing connections to 3 degrees Staying informed about your contacts and industry Q. What is LinkedIn Good For? A. LinkedIn is good for:
  • 7.  Increasing Corporate Visibility & Branding Building your professional identity online  Generating Web Traffic & SEO Prospecting from a pool of >60 million professionals Building credibility as a “Go-to Expert” Q. What is LinkedIn Good For? A. LinkedIn is also good for:
  • 8. Q. When Should You Use LinkedIn? A. Use LinkedIn When You Want to Grow Your Network and/or:
  • 9. Q. When Should You Use LinkedIn? B. Use LinkedIn When You Want to Get Found.
  • 10. Q. Where is time best spent in LinkedIn? A. Time Spent on LinkedIn should be split between building quantity and quality…
  • 11.  Research potential clients and partners  Respond to service requests in “Answers”  Get your service recommended  Expand your overall market exposure Q. How Can I put LinkedIn to work? A. Connect with your Market. Use LinkedIn to:
  • 12.  Employee profiles that can feed links back to your site.  Connecting content from Slide Share with your LinkedIn account  Indexed answers pages – these drive traffic with relevant links Q. How Can I put LinkedIn to work? A. Generate Traffic & Support SEO through LinkedIn features :
  • 13. Q. How Do I Begin Lead Scouting? A. There are two ways to use LinkedIn in your Lead Generation Process: 1. Prospect Scouting…AKA, “The Short Cut” 2. Good Old-fashioned Networking
  • 14. Opportunity Prospecting on LinkedIn requires 6 Steps… 1. Log On 2. Research Company Names and/or Titles 3. Visit the Target’s Website 4. Obtain Contact Info- Customer Services Numbers can help 5. Draft a Value Proposition 6. Make the call and/or email Opportunity Prospecting on LinkedIn:
  • 15. When you’re ready to start looking for leads, the LinkedIn Advanced Search feature allows you to search the database consisting of tens of millions of members based on the criteria you want to generate.
  • 16. Let’s say we wanted to find accountants who work in the Financial Services industry. To start such our search, we would fill in the Title and Industry fields of Advanced People Search, and click Search.
  • 17. As you begin your search, your own network can help you identify your best leads (people only two or three degrees away from you.) When you see your search results, you first see which results are closely connected with you via your connections. You can click each person’s name to read his or her full LinkedIn profile, see how you are connected to that person, and decide whether you’ve got a potential lead.
  • 18. When you are doing general prospecting, try to keep these ideas in mind while filling in the appropriate fields for each strategy: Generalize your search: Focus on the Title and Industry Narrow your search: Use the Keywords field to narrow your results Target specific people: Use the Company or Keywords field, plus the title field, to help you find specific employees in your target businesses Refine your search by areas of knowledge: Click on Answers from the top navigation bar and look for people who answered questions in your target area to see whether you spot a potential contact there. More Prospecting Tips Using LinkedIn:
  • 19. Networking On LinkedIn The networking method is simple. All you have to do is: 1. Sign-up for and post your profile on LinkedIn 2. Find and join groups that relate to your business 3. Start a group if and when it makes sense 4. Answer questions without posting an overly overt sales pitch 5. Post content in your groups to establish credibility 6. Ask Questions to spur conversation 7. Invest your time and efforts
  • 20. Networking On LinkedIn Share the content you want the world to know you have.
  • 21. Networking On LinkedIn Be a Joiner…. LinkedIn has many special interest groups. So, join where your clients gather and join where you will find others likely to want to help you. (i.e. alumni groups, supplier groups, etc )
  • 22. Networking On LinkedIn Be A Starter…. Find your market’s pains and turn them into an area of discussion.
  • 23. Networking On LinkedIn Answer Questions…The members of special interest groups often post questions on LinkedIn. This is the social network expression of the old networking rule that you have to give to get.
  • 24. Networking On LinkedIn Answer Questions…. Many Successful LinkedIn users start their day with a quick review of the requests for advice and information from members of the special interest groups that they are a part of. When they find a question they can answer from a potential prospect, they write a detailed, high-value response. This display of expertise ultimately can trigger person to person interaction and ultimately a new, potentially valuable relationship.
  • 25. Networking On LinkedIn
  • 26. Networking On LinkedIn Make clear what you offer… Before contacting you, another LinkedIn member is likely to review your profile. Spend sufficient time on your profile to make it clear what you do and why you are good at it. Make sure it is compelling.
  • 27. Networking On LinkedIn Reconnect… Connect with previous colleagues, clients, prospects, classmates, friends by searching for their names. Then ask them to be in your LinkedIn network. Because these people already know you, they aren’t inhibited by the Ethernet trust gap. They often want to help you as you want to help them. LinkedIn makes this process efficient. Many people have gotten leads from old contacts revived through LinkedIn.
  • 28. Networking On LinkedIn Ask for access…Use LinkedIn to gain access to the companies you have a specific interest in. Search for people with the job title of your typical client and contact them.
  • 29. Monitoring Your LinkedIn Efforts.. Wouldn’t it be great if you could see the companies that have showed interest in your offerings as a result of your efforts? Can Help!
  • 30. With LeadLander…Not all Visitors are created equal.
  • 31. With LeadLander…Not all Visitors are created equal.
  • 32. With LeadLander…Not all Visitors are created equal.
  • 33. Always make an effort to follow up on the companies that take the time to look at two or more pages on your site. They took their time to find you and clearly have a need for what you have to offer. Just don’t mention that you were tracking them on line!
  • 34. In your follow up efforts , try to set Yourself Apart! They are extremely useful because: Confusing Your Customers About Your Products or Service is Never a Good Thing!
  • 35. In your follow up efforts , try to set Yourself Apart! The Rules are Simple: Be clear in stating the Overt Benefits of your products or service. Give your market a Reason to Believe their money is well spent with you. Present a Dramatic Difference between you and your rivals.
  • 36. In your follow up efforts , try to set Yourself Apart! Make your Overt Benefits specific, obvious and direct in telling a customer what they will receive in exchange for their time, money and trouble. Let your Reason to Believe dictate how you will deliver on the promises made in the Overt Benefits. Tell the prospect why they should believe you! Tell your market how Dramatically Different or revolutionary your product’s parings of overt benefits and reasons to believe are.
  • 37. Why Do All of this? “All things being equal, people will do business with, and refer business to, those people they know, like and trust.” Bob Burg, Author and Speaker
  • 38. Thank You.

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