How to Use LinkedIn for Exposure and Lead Generation

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If you’re “on LinkedIn”, but not using it to educate your target audience, build your community or mine it for leads – then you’re wasting the most powerful social platform a business person could ever ask for!

If you’ve been to workshops and webinars that show you how to setup your profile – and you’re past that point – then download and use this powerful presentation to grow your exposure and leads using LinkedIn. You will get a “walk-thru” showing you how Stephen’s team at LinkedInsite.com generates social exposure and generates leads for his clients using LinkedIn.

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How to Use LinkedIn for Exposure and Lead Generation

  1. 1. @StephenHJones #LinkedInLeadGen LinkedInLinkedInLinkedInLinkedIn Exposure and LeadExposure and LeadExposure and LeadExposure and Lead GenerationGenerationGenerationGeneration
  2. 2. @StephenHJones #LinkedInLeadGen LinkedIn Profile Edit
  3. 3. @StephenHJones #LinkedInLeadGen LinkedIn Profile Edit
  4. 4. @StephenHJones #LinkedInLeadGen LinkedIn Profile Edit
  5. 5. @StephenHJones #LinkedInLeadGen Who we are Linked Insite provides… Social Media Exposure and Lead Generation Through LinkedIn Strategy and implementation help for busy professionals About Stephen H. Jones • Owns and Manages GROWTH STRATEGIES, which provides marketing strategy and “hands-on” assistance for businesses needing online (and offline) marketing and sales help • Operates LINKED INSITE, which offers the LinkedIn Marketing Program that follows a proven formula for social exposure and lead generation using LinkedIn • Operates SOCIAL MEDIA DESTINATION, providing the support team for client account projects and activities • Recognized as a powerful strategic marketer, and professional consultant across multiple industries for the past 18 years Leigh Ellis, Project ManagerGrace Bragg, Project ManagerAndy Greider, Director of PM Mia Greenberg, Project Manager
  6. 6. @StephenHJones #LinkedInLeadGen Todays’ Topic… J.D. Power and Associates 2011 Home Buyer/Seller Study Exposure and Lead Generation
  7. 7. @StephenHJones #LinkedInLeadGen Today’s Agenda 1. Who's the Expert? • Positioning Yourself as the Expert • Be a Resource for Your Prospects • Using "Content Marketing" or "Education-Based Marketing" 2. Creating, Finding & Using Good Content • Where does good content come from? • Where does it live? • Tying the strategy together 3. LinkedIn Groups • Setting yourself up for success in other groups • Using Discussions Wisely • Building your own community
  8. 8. @StephenHJones #LinkedInLeadGen Today’s Agenda 4. Connecting with Other Members • Inviting people who've "raised their hand" • Inviting group members • Inviting members of your community 5. Moving Them Through the Sales Funnel • Identifying prospects and partners • Messaging ideal connections • Tell them what you want them to do 6. Solutions and Q & A
  9. 9. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Who knows more about your products, services and industry… your prospect? or YOU?
  10. 10. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Positioning Yourself as the Expert It’s critical for you to be seen as the “go-to” expert for your industry. This gives you… 1. Credibility 2. Ability to be trusted / trustworthy 3. Recognition as the solution provider 4. Perception as the authority in your market
  11. 11. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Be a Resource for Your Prospects “When you teach people how to buy your particular product or service, they will buy from you – because you’ve trained them how to.” – Chet Holmes “Marketing is the lifelong process of educating your customers about why they should buy from you.” - Jay Abraham
  12. 12. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Be a Resource for Your Prospects “Create content 20% of the time. Spend the other 80% of the time promoting what you created.” - Derek Halpern Derek Halpern Internet Marketing “Guru” and founder of SocialTriggers.com
  13. 13. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Using "Content Marketing" or "Education-Based Marketing" http://www.socialmediaexaminer.com/ 1. Trust in Advertising is Terrible A recent report from market research giant Nielsen shows consumer trust in traditional media advertising has plummeted. 2. Content Marketing Delivers Quality Lead Generation “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” said John Wanamaker. This problem may be solved with content marketing. http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy
  14. 14. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Using "Content Marketing" or "Education-Based Marketing" 3. Content Marketing Fulfills a Desire for More Information User behavior and technology is changing, consumers will now search out for information about your industry, before asking a real person or consulting other media. Marketers must rise to this challenge and build great content systems that engage, inspire, educate and inform users who seek. 4. Content Marketing Improves SEO Content Marketing will help you kill it on the SEO front, as search engines get smarter at delivering the right information to users, content marketing needs to be at the center of any SEO strategy. 5. Content Marketing Will Position Your Brand as a Leader Producing great, useful, authentic content will position your brand as a leader in your category, pushing brand uplift and vital word-of-mouth recommendations. 6. Content Marketing Will Influence Consumer Decision Making Content marketing can influence purchase intent and decision-making. Consumers are on average 70% of the way through the sales funnel before engaging directly with a brand. Content marketing allows you to influence decision makers well before they have made up their minds. http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy
  15. 15. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Using "Content Marketing" or "Education-Based Marketing" 7. Content Marketing Will Feed Your Native Advertising Great content has to find a way to its target audience. One way content can be distributed is to seed content using paid advertising products called native advertising. Native advertising is placed in a newsfeed on social media or relevant partner websites as a suggested post. 8. Content Marketing Delivers Strong ROI Because good content will last a long time, your investment in content marketing will remain http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy relevant for potentially many years. Also, studies have shown that per dollar, content marketing produces 3 times more leads than SEM and costs 30% less. Source: Kapost & ELOQUA 9. Social Media Feeds On Your Content Marketing Content forms the basis of your social media strategy, without great content, your social media platforms are worthless and people will not follow or engage with your brand on Twitter, Facebook or any other social network. 10. Consumers Will Love You Great Content marketing is useful for the target audience, it aims to help, inform, inspire and entertain. Helping your current and potential customers first, and not even thinking of selling, will build trust, word-of-mouth and deliver high quality, long term customers, advocates and super fans.
  16. 16. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Using "Content Marketing" or "Education-Based Marketing" http://www.socialmediaexaminer.com/ http://thecustomercollective.com/
  17. 17. @StephenHJones #LinkedInLeadGen I. Who's the Expert? Using "Content Marketing" or "Education-Based Marketing" “LinkedIn Increasingly Popular As Inbound Marketing Tool” “Businesses need to establish themselves as reputable and authoritative, so their expertise draws leads into the sales funnel. Social networks offer opportunities for inbound marketing, and LinkedIn is especially effective in this regard.” http://www.techieinsider.com/news/15618/linkedin-increasingly-popular/
  18. 18. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Where does good content come from?
  19. 19. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content
  20. 20. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Where does good content come from?
  21. 21. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Where does it live? On your WEBSITE On your BLOG On your SOCIAL COMMUNITIES
  22. 22. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Tying the strategy together You want to get… …people who are grouped or associated by interest… …to become engaged with your message…
  23. 23. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Tying the strategy together …pique their interest to click for more… …land on your website, blog or social community…
  24. 24. @StephenHJones #LinkedInLeadGen II. Creating, Finding & Using Good Content Tying the strategy together …then interact with your website… …or engage with you by phone or email…
  25. 25. @StephenHJones #LinkedInLeadGen Questions and Answers
  26. 26. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups
  27. 27. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Setting yourself up for success in other groups Know who your ideal “best buyer” prospects are Search for them to find out what groups they’re in
  28. 28. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Setting yourself up for success in other groups Join yourself to those (and similar) groups Keep about an 80 / 20 rule of prospects vs. your interests
  29. 29. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely Engage with members using discussions that educate, inform or help… …while at the same time, positioning YOU as the resource and industry expert!
  30. 30. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely START w/ quality content from your blog or etc.
  31. 31. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely THEN create a conversational question around the topic; post as a discussion.
  32. 32. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely POST it to as many relevant groups as you can manage responses for.
  33. 33. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely This one action, puts several things into motion for you…
  34. 34. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Using discussions wisely Positions You as the Thought Leader and Expert for This Area 1 2 3 Causes People Who Are Interested in the Subject to “Pop Their Head Up Out of the Crowd” Interested Parties Will Visit Your Link, Leave a Comment, “Like” Your Discussion and Reach Out to You
  35. 35. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Building your own community
  36. 36. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Building your own community 1 Reasons for Building Your Own Community… Attract the people you want to attract. Could be clients, prospects, partners, vendors or those of a certain interest.
  37. 37. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Building your own community 2 Reasons for Building Your Own Community… You dictate control and set the culture of the group. You decide who’s in, what get’s discussed, etc
  38. 38. @StephenHJones #LinkedInLeadGen III. LinkedIn Groups Building your own community 3 Reasons for Building Your Own Community… Better positioning w/ members. You can invite to connect w/you as the owner, promote others as “Manager”, etc
  39. 39. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting people who've "raised their hand" How to engage With new contacts on LinkedIn…
  40. 40. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting people who've "raised their hand" STEP 1 When someone comments on your discussion, send them an invitation to connect (if they’re likely a good contact for you).
  41. 41. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting people who've "raised their hand" Same thing if they “Like” your discussion…
  42. 42. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting people who've "raised their hand" STEP 2 Since they’ve demonstrated interest in your subject-matter or solution… …send a “unique” invitation to connect with them that thanks them for their comment or “Like” Use “Groups” as the selection for how you know this person.
  43. 43. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting group members Another way to make use of the groups you’ve selected to join and participate in… …is to connect with those likely prospects, prospective partners or good “connectors” in the group.
  44. 44. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting group members A conversation about connecting with someone you don’t know
  45. 45. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members J.D. Power and Associates 2011 Home Buyer/Seller Study What happens when you don’t know Jack?
  46. 46. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members J.D. Power and Associates 2011 Home Buyer/Seller Study What happens when you don’t know Jack?
  47. 47. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members J.D. Power and Associates 2011 Home Buyer/Seller Study What happens when you don’t know Jack? 4 Reasons It Might Be Good to Connect with “Jack”: 1. Begins the relationship and rapport-building process with them 2. Could be a “door opener” for you; someone who could introduce you 3. Access to a particular contact he or she has 4. Possible JV partner for you
  48. 48. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting group members Send 25 – 50 invitations per month to ideal contacts you share groups with.
  49. 49. @StephenHJones #LinkedInLeadGen IV. Connecting with Other Members Inviting members of your community As the group Owner, reach out to the 2nd degree connection members who might make good… prospects, JV partners, referrers, connectors, mentors, vendors and etc.
  50. 50. @StephenHJones #LinkedInLeadGen RECAP You understand YOU’re the expert, a resource for your industry and see the value of “education- based marketing”. 1 You understand the value of creating helpful, interesting content regularly that’s posted on your website / blog. 2 You’ve set yourself up for success in groups by using discussions and building your own community. 3 You are connecting with group members who’ve "raised their hand“ and connecting w/quality people. 4
  51. 51. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Identifying prospects and partners 1st PRIORITY: Capture the people opting-in to your network
  52. 52. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Identifying prospects and partners 1st PRIORITY: Capture the people opting-in to your network Based on their profile, determine if they would be a likely prospect or partner for you based on: 1) their title 2) what they do 3) where they work 4) who’s in their network 5) what industry they’re in, etc.
  53. 53. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Identifying prospects and partners 1st PRIORITY: Capture the people opting-in to your network Filter out those who are likely prospects or the decision-maker for your product or service, and…
  54. 54. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Messaging ideal connections 2nd PRIORITY: Keep the engagement going Send them a unique message – or series or messages – to continue the communication and move the person to a phone call or email interaction
  55. 55. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Messaging ideal connections
  56. 56. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Messaging ideal connections FOLLOW THESE RULES RULE #1 Don’t try to sell your services – sell the next communication RULE #2 Keep your message short RULE #3 Mention what’s in it for them RULE #4 Pique their interest RULE #5 Be clear and concise and…
  57. 57. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Tell them what you want them to do 3rd PRIORITY: Get them to take action to do something Now that you have their attention because they’ve engaged with your discussion or accepted your invite request – what do you want them to do now…
  58. 58. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Tell them what you want them to do Tell them what step to take next (but you don’t have to shout it)…
  59. 59. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Tell them what you want them to do In your message to the new connection you’ve identified you want to move through the sales funnel, ask them: • If they’re interested in an exploratory phone call • A question about their industry, business, service, etc to start an email conversation • If they’d like to join your private email list (via Constant Contact) for helpful periodic messages you send – never call it your newsletter • If they’d be interested in passing referrals – which sets up a meeting • How you can specifically help them, be a resource for them or answer a question
  60. 60. @StephenHJones #LinkedInLeadGen V. Moving Them Through the Funnel Move your Visitor through 4 simple steps 1. Create content that attracts your prospect 2. Distribute it to social communities of your target 3. Reach out to those who’ve engaged with your resource / information 4. Continue the interaction by sending them a message of next action
  61. 61. @StephenHJones #LinkedInLeadGen Getting Started If you KNOW this is what you need, but completely overwhelmed…
  62. 62. @StephenHJones #LinkedInLeadGen Getting Started
  63. 63. @StephenHJones #LinkedInLeadGen Getting Started PROGRAM DETAILS Month-to-month program (no contract) Builds your network of 'ideal connections‘ Positions you as the market educator, and 'go-to' expert for your industry Creates and builds your own community of prospects Experienced and skilled Social Media Manager dedicated to you LinkedIn Marketing Program
  64. 64. @StephenHJones #LinkedInLeadGen Getting Started Initial Setup Create or optimize your personal profile Create or optimize your business profile Optimize your settings, privacy controls and preferences Join you to 50 business groups full of your target market prospects Create or optimize your business group, to attract and build a community of your ideal 'best buyers' LinkedIn Marketing Program
  65. 65. @StephenHJones #LinkedInLeadGen Getting Started Ongoing Every Month Post 15+ strategic Network Updates (approximately every other day) Send 50 Invitations to targeted preferred connections Seek 2 Recommendations Format and distribute 3 engaging / educational Discussion posts to 50 LinkedIn groups of targeted prospects / partners The content will be relevant, educational, informative and resourceful, and is best practice to have the content linked back to your website or blog Send 'Thank You' message and Invitation Request to all who leave comments or “Likes” your posts Create and distribute 1 strategic Poll survey Send up to 50 Invitations to connections to join your group Send 1 custom announcement message to all of your group members Manage and monitor your group postings and requests to join Send 1 custom message to all of your connections (as needed) LinkedIn Marketing Program
  66. 66. @StephenHJones #LinkedInLeadGen Getting Started Ongoing Every Month Post 15+ strategic Network Updates (approximately every other day) Send 50 Invitations to targeted preferred connections Seek 2 Recommendations Format and distribute 3 engaging / educational Discussion posts to 50 LinkedIn groups of targeted prospects / partners The content will be relevant, educational, informative and resourceful, and is best practice to have the content linked back to your website or blog Send 'Thank You' message and Invitation Request to all who leave comments on your posts Create and distribute 1 strategic Poll survey Send up to 50 Invitations to connections to join your group Send 1 custom announcement message to all of your group members Manage and monitor your group postings and requests to join Send 1 custom message to all of your connections (as needed) Month-to-month for only $2,000.00 /mo LinkedIn Marketing Program
  67. 67. @StephenHJones #LinkedInLeadGen Getting Started Ongoing Every Month Post 15+ strategic Network Updates (approximately every other day) Send 50 Invitations to targeted preferred connections Seek 2 Recommendations Format and distribute 3 engaging / educational Discussion posts to 50 LinkedIn groups of targeted prospects / partners The content will be relevant, educational, informative and resourceful, and is best practice to have the content linked back to your website or blog Send 'Thank You' message and Invitation Request to all who leave comments on your posts Create and distribute 1 strategic Poll survey Send up to 50 Invitations to connections to join your group Send 1 custom announcement message to all of your group members Manage and monitor your group postings and requests to join Send 1 custom message to all of your connections (as needed) Month-to-month investment: $300 - $595 per month LinkedIn Marketing Program
  68. 68. @StephenHJones #LinkedInLeadGen Getting Started Ongoing Every Month Post 15+ strategic Network Updates (approximately every other day) Send 50 Invitations to targeted preferred connections Seek 2 Recommendations Format and distribute 3 engaging / educational Discussion posts to 50 LinkedIn groups of targeted prospects / partners The content will be relevant, educational, informative and resourceful, and is best practice to have the content linked back to your website or blog Send 'Thank You' message and Invitation Request to all who leave comments on your posts Create and distribute 1 strategic Poll survey Send up to 50 Invitations to connections to join your group Send 1 custom announcement message to all of your group members Manage and monitor your group postings and requests to join Send 1 custom message to all of your connections (as needed) Month-to-month investment: $300 - $595 per month One-time setup fee of $197.00 LinkedIn Marketing Program
  69. 69. @StephenHJones #LinkedInLeadGen Getting Started Ongoing Every Month Post 15+ strategic Network Updates (approximately every other day) Send 50 Invitations to targeted preferred connections Seek 2 Recommendations Format and distribute 3 engaging / educational Discussion posts to 50 LinkedIn groups of targeted prospects / partners The content will be relevant, educational, informative and resourceful, and is best practice to have the content linked back to your website or blog Send 'Thank You' message and Invitation Request to all who leave comments on your posts Create and distribute 1 strategic Poll survey Send up to 50 Invitations to connections to join your group Send 1 custom announcement message to all of your group members Manage and monitor your group postings and requests to join Send 1 custom message to all of your connections (as needed) Month-to-month investment: $300 - $595 per month One-time setup fee of $197.00 is waived as an attendee today LinkedIn Marketing Program
  70. 70. @StephenHJones #LinkedInLeadGen Questions and Answers
  71. 71. @StephenHJones #LinkedInLeadGen Who We Are Stephen H. Jones with Linked Insite 4701 SW Admiral Way, Suite 244 Seattle, WA 98116 206.601.2821 www.LinkedInsite.com sjones@LinkedInsite.com Our process is SIMPLE: We position you as the expert in your industry to your target Bring prospective clients / partners 'out of the woodwork' to engage with your website and with you for follow-up Build your community of prospective clients / partners

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