Generate leads using LinkedIn in (less than) an hour a day Presented by Julia Kinslow
What you’ll understand after today’s session• Why using LinkedIn daily is important to lead generation• Why you should begin with a social marketing strategy before diving in• Why a strong LinkedIn profile + regular participation = generate targeted leads• Why you should manage your time online, make appointments with yourself, aggregate information and use simple sharing and tracking tools to measure your progress• Why you want to stay to the end – 10 things you can do to generate leads using LinkedIn
Why it’s worth building social marketing into your daily routine• Customer service: Solving a problem for a client is a great marketing event. Solving it in public is one better.• Knowledge base: Got a tricky, industry specific question that Google cant answer? Your contacts on LinkedIn often can.• Sounding board: Great for gathering feedback on a new service idea before you go for full-blown market research.• Networking event: Which goes on forever where you don’t need to get stuck in wallflower mode.• Temperature gauge: Monitoring social media sites allows you to tap into hot topics in your industry all the time, from all over the world.• Telephone: It allows your clients, prospects and industry colleagues to call you without actually having to call you.• Marketing channel: The trick is to engage with your contacts first and spread the word later.
But how can it generate leads?Social Media and the Revenue Cycle¹ The revenue cycle begins the day a prospect Seed first hears about your company, continues to Nurturing a dialog, then to a sale and beyond to the client relationship. There are four key areas where social media plays an important role in the revenue cycle: Developing relationships with early-stage prospects before they enter your database Client Social Lead as a lead (“seed nurturing”) Nurturing Media Nurturing Building and maintaining relationships with known prospects as they educate themselves (“lead nurturing”) Supporting the sales cycle once a client engages in the formal vetting process (“opportunity nurturing”) Opportunity Nurturing Deepening and expanding relationships with existing clients (“client nurturing”) ¹Information courtesy of Marketo, Inc.
Step One• Get LinkedIn profile to 100% ◦ Use Industry Keywords ◦ Get Noticed ◦ Get Recommended• Define ◦ Goals ◦ Target Audience ◦ Key Messages ◦ Baseline Measurements (KPIs)Step Two• Develop a Marketing Plan ◦ Social Marketing Strategy ◦ Plan Tactics (road map)
There are two ways to generate leads using LinkedIn • They come to you • You go to them
LinkedIn Profile • Headline • Summary/Specialties • Work History • RecommendationsLead generator: profile landing page
Discussion Frequent Groups Status Updates Answers Lead generators:Increase in profile views Increase in searches
Discussion Frequent Groups Status Updates AnswersBest overall for lead generation
Optimize your social marketing efforts usingLinkedIn in less than an hour every day1. Manage your time online – make an appointment with yourself2. Aggregate your information in one place – make it easy for you to share3. Use online tools to simplify and track your prospects’ interests4. Measure your progress
Manage your time onlineMonday Tuesday Wednesday Thursday Friday8:00 a.m. 8:00 a.m. 8:00 a.m. 8:00 a.m. 8:00 a.m.Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e-mail mail mail mail mail9:00 a.m. – 9:15 a.m. 9:00 a.m. – 9:15 a.m. 9:00 a.m. – 9:15 a.m. 9:00 a.m. – 9:15 a.m. 9:00 a.m. – 9:15 a.m.Add status update to Add status update to Add status update to Add status update to Add status update toLinkedIn (use HQ blog, LinkedIn (personal, LinkedIn (use HQ blog, LinkedIn (personal, LinkedIn (use HQ blog,relevant article) company news) relevant article) company news) relevant article)9:15 a.m. – 9:30 a.m. 9:15 a.m. – 9:30 a.m. 9:15 a.m. – 9:30 a.m. 9:15 a.m. – 9:30 a.m. 9:15 a.m. – 9:30 a.m.Review LinkedIn Home Review industry groups; Review LinkedIn Home Review industry groups; Review LinkedIn Homepage for network comment on discussions; page for network comment on discussions; page for networkupdates; comment where pose/answer a question updates; comment where pose/answer a question updates; comment whereappropriate; respond to in your expertise appropriate; respond to in your expertise appropriate; respond toinbox requests inbox requests inbox requests11:30 a.m. 11:30 a.m. 11:30 a.m. 11:30 a.m. 11:30 a.m.Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e-mail mail mail mail mail3:00 p.m. – 3:15 p.m. 3:00 p.m. – 3:30p.m. 3:00 p.m. – 3:15 p.m. 3:00 p.m. – 3:30 p.m. 3:00 p.m. – 3:15 p.m.Review LinkedIn Home Review LinkedIn Home Review LinkedIn Home Review LinkedIn Home Review LinkedIn Homepage for network page for network page for network page for network page for networkupdates; comment where updates; comment where updates; comment where updates; comment where updates; comment whereappropriate; respond to appropriate; research appropriate; respond to appropriate; research appropriate; respond toinbox requests industry info inbox requests industry info inbox requests4:30 p.m. 4:30 p.m. 4:30 p.m. 4:30 p.m. 4:30 p.m.Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e- Review and respond to e-mail mail mail mail mail
Focus your time spent Aggregate information in one place • Alltop page • Google Reader • RSS feeds • Delicious
Copy shortened link into your updates...URL shortener
Courtesy of Marketo, Inc. and Olivier BlanchardMeasure YOY growth
10 tips to help you fish forleads using LinkedIn 7. Use introductions often as they are considered a1. Create a personally branded, polished profile and warm call with a bit of trust include relevant industry keywords to help you get found 8. If you can’t find a path to connect with someone, sending a direct message through LinkedIn is2. Get recommendations from current clients and preferred to a cold e-mail because it implies a partners (i.e., SBA, SCORE and outplacement business context agencies) 9. Use Answers to ask and answer questions to3. Connect and reconnect with current and past demonstrate your industry expertise and problem- contacts to increase your lead potential solving abilities to expanded networks, which can indirectly drive interest in your company and lead to new business4. Reach out to former clients and find out what they are currently working on 10. Update your status frequently about significant company news, new projects, events or personal5. Join LinkedIn industry groups where your clients and achievements. This ‘keeping-up’ process is what can prospects gather and participate in discussion spark conversations about opportunities or revenue- forums generating projects for you and your contacts6. Search and review prospects individual profiles and discover: if they contribute to blogs; what events they are attending; books they read; find a way to connect
Questions? Contact information: Julia Kinslow Phone: 614.395.2181Helping you connect-the- E-mail: email@example.com to social marketing Follow me on: strategy