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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

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  • Thank you Chris for this well-built, in-depth description on how to use Linkedin for sales leads. Hope you don't mind - I'm gonna grab it and re-purpose. Again, good flow of slides.
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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 resultsDO: Implement the business development plan and measure its performanceCHECK: Assess the measurements and weigh the resultsACT: 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. Q. What is LinkedIn Good For?A. LinkedIn is good for:Professional seeking growthSocial networkingReconnecting with acquaintances & business colleaguesViewing connections to 3 degreesStaying informed about your contacts and industry
  • 7. Q. What is LinkedIn Good For?A. LinkedIn is also good for: 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”
  • 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. Q. How Can I put LinkedIn to work?A. Connect with your Market. Use LinkedIn to:  Research potential clients and partners  Respond to service requests in “Answers”  Get your service recommended  Expand your overall market exposure
  • 12. Q. How Can I put LinkedIn to work?A. Generate Traffic & Support SEO through LinkedIn features :  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
  • 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:Opportunity Prospecting on LinkedIn requires 6 Steps…1. Log On2. Research Company Names and/or Titles3. Visit the Target’s Website4. Obtain Contact Info- Customer Services Numbers can help5. Draft a Value Proposition6. Make the call and/or email
  • 15. When you’re ready to start looking for leads, the LinkedIn Advanced Searchfeature allows you to search the database consisting of tens of millions ofmembers 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 AdvancedPeople 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 connectedwith you via your connections. You can click each person’s name to read his or her fullLinkedIn profile, see how you are connected to that person, and decide whetheryou’ve got a potential lead.
  • 18. More Prospecting Tips Using LinkedIn: 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.
  • 19. Networking On LinkedInThe networking method is simple. All you have to do is:1. Sign-up for and post your profile on LinkedIn2. Find and join groups that relate to your business3. Start a group if and when it makes sense4. Answer questions without posting an overly overt sales pitch5. Post content in your groups to establish credibility6. Ask Questions to spur conversation7. Invest your time and efforts
  • 20. Networking On LinkedInShare the content you want the world to know you have.
  • 21. Networking On LinkedInBe a Joiner…. LinkedIn has many special interestgroups. So, join where your clients gather and joinwhere you will find others likely to want to help you.(i.e. alumni groups, supplier groups, etc )
  • 22. Networking On LinkedInBe A Starter…. Find your market’s pains and turn them into an area of discussion.
  • 23. Networking On LinkedInAnswer Questions…The members of specialinterest groups often post questions on LinkedIn. This isthe social network expression of the old networkingrule that you have to give to get.
  • 24. Networking On LinkedInAnswer Questions….Many Successful LinkedIn users start their day with a quick review ofthe requests for advice and information from members of the specialinterest 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 expertiseultimately can trigger person to person interaction and ultimately a new,potentially valuable relationship.
  • 25. Networking On LinkedIn
  • 26. Networking On LinkedInMake clear what you offer… Before contactingyou, another LinkedIn member is likely to review your profile. Spend sufficienttime 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 LinkedInReconnect… Connect with previous colleagues, clients,prospects, classmates, friends by searching for their names. Then ask them tobe in your LinkedIn network. Because these people already know you, theyaren’t inhibited by the Ethernet trust gap. They often want to help you as youwant to help them. LinkedIn makes this process efficient. Many people havegotten leads from old contacts revived through LinkedIn.
  • 28. Networking On LinkedInAsk for access…Use LinkedIn to gain access to the companiesyou have a specific interest in. Search for people with the job title of your typicalclient and contact them.
  • 29. Monitoring Your LinkedIn Efforts..Wouldn’t it be great if you could see the companiesthat have showed interest in your offerings as a result ofyour 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 tofollow up on the companiesthat take the time to look attwo or more pages on yoursite.They took their time to findyou and clearly have a needfor what you have to offer.Just don’t mention that youwere tracking them on line!
  • 34. In your follow up efforts , try to set Yourself Apart!They are extremely useful because: Confusing Your Customers About YourProducts 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 dobusiness with, and refer business to,those people they know, like andtrust.” Bob Burg, Author and Speaker
  • 38. Thank You.