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HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

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Studies have shown that LinkedIn generates more qualified B2B leads than any other social network.

An introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation.

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HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn

  1. 1. Get Highly-Qualified Leads & Build Authority With LinkedIn Mining the B2B Social Network +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. OUR JOURNEY ● ● ● ● ● ● ● Why & Who Personal profile Business page Groups Connections Sharing Recommendations We’ll jump right in Feel free to ask about my background after session
  3. 3. MY GOAL Everyone leaves today with a view into what LinkedIn can do for your business and a list of next steps to make it produce for you
  4. 4. LINKEDIN IS A BIG SUBJECT ● What are you currently working on? ● What would you like LinkedIn to do for you? ● Network!
  5. 5. WHY & WHO Getting Started
  6. 6. LINKEDIN: NOT FACEBOOK ● Think business networking ● Connect professionally ● “Business tool” over “social network”
  7. 7. LINKEDIN: B2B BUSINESS IN A BOX ● ● ● ● ● ● ● Market Research Product Research (profiles, Answers) Customer Interviews (polls) Marketing Channel (ads, inbound) Authority Building (share - strategically) Community Building (groups) Global Reach
  8. 8. ITS WORTH THE INVESTMENT www.jillkonrath.com/linkedin-sales-code (optin) ● 84.0% of power users say they’ve generated “several” or “lots” of opportunities ● Research product/service ideas (look for their key challenges on prospect profiles) ● Attract leads to you (build authority) ● Long-term (no instant miracles)
  9. 9. LINKEDIN: B2C GOLDMINE ● ● ● ● ● Find suppliers / manufacturers Find sponsors / advertisers Find partners / joint ventures Vet consultants Recruit top talent
  10. 10. PROFESSIONAL PROFILE Your Personal Presence
  11. 11. BE (PROSPECT) SEARCH OPTIMIZED www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-howto-optimize-your-page-and-profile blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-forMastering-LinkedIn.aspx ● ● ● ● ● ● ● Be complete (follow prompts to 100%) Include samples of your work (rich media) List 3 keywords you want to be found for Sprinkle keywords throughout profile (SEO) Claim your vanity url Compelling anchor text for website links Reorder components ("above the fold")
  12. 12. PAID ACCOUNTS www.linkedin.com/mnyfe/subscriptionv2 ● ● ● ● ● More InMails More Introductions OpenLink More intelligent search Convey “I’m serious”
  13. 13. COMPANY PAGE Your Business Presence
  14. 14. BE (PROSPECT) SEARCH OPTIMIZED www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-tooptimize-your-page-and-profile www.socialmediaexaminer.com/optimize-new-linkedin-company-page offers.hubspot.com/introduction-to-linkedin-for-business ● ● ● ● ● ● ● List 3 keywords company will be found for Sprinkle keywords through profile (SEO) List job openings Use a compelling banner image Insert a “no bounce” video Capture & display client testimonials Display blog posts & other social updates
  15. 15. JOIN & CREATE GROUPS Target Your Niche
  16. 16. A COMMON WORLDVIEW "The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe." ~Simon Sinek www.youtube.com/watch?v=qp0HIF3SfI4
  17. 17. HIGHLY-TARGETED PROSPECTING ● A specific cause, niche topic, worldview ● A forum to provide thought leadership content and build a professional tribe ● Limits (help.linkedin.com/app/answers/detail/a_id/190) ● Send messages directly to group members ● Way to start conversations with prospects ● Check prospects for group membership ● Engage through relevant discussions ● Email & poll within your groups
  18. 18. BE (PROSPECT) SEARCH OPTIMIZED ● Search for groups using target keywords ● Create group content using keywords
  19. 19. NETWORK & CONNECT Get Referrals & Introductions
  20. 20. START WHERE YOU STAND ● Add people you already know ● Search existing contact lists (gmail, etc.)
  21. 21. PERSONALIZE INVITE MESSAGES ● Something from their profile that you find interesting or relevant ● Names of mutual acquaintances ● Common interests ● Other companies you’ve worked with (credibility)
  22. 22. EXPANDING HORIZONS ● ● ● ● ● www.1linkedin.co.uk (boost number only) Open Networkers (LION) InMail (quality of the message is key) Network introductions OpenLink (help.linkedin.com/app/answers/detail/a_id/139)
  23. 23. SHARE INSIGHTS Be a Thought Leader
  24. 24. CONTEXT IS KING ● ● ● ● ● ● Post discussions to your Groups Post responses to LinkedIn Answers Post updates to your Profile Find existing content related to keywords What's Hot (www.linkedin.com/today) Content aggregators (scottcowley.com/blog/algorithmbased-content-aggregator-websites)
  25. 25. BE THE "GO-TO" PERSON ● Must be visible, valuable and timely with your participation ● Be “referable”: consistently share good information, offer insights and contribute to the conversation ● Give existing content a different spin, your unique perspective ● Be in the relationship business, not the content business
  26. 26. ENDORSEMENTS Social Proof
  27. 27. BUILD YOUR SOCIAL PROOF www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-yourbusiness (#4) ● ● ● ● Recommendations go with positions Endorsements go with skills Give to get Use "ask to be recommended"
  28. 28. STAY ENGAGED Consistency is Critical
  29. 29. STAY THE COURSE blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-forMastering-LinkedIn.aspx blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-forGenerating-Leads-With-LinkedIn.aspx ● ● ● ● ● ● ● Make a plan, keep it Activities (content) calendar 1 hour per day? Explore features, get LinkedIn savvy Get group discussion digest emails Use “save search” Backup your contacts (www.linkedin. com/contacts/manage_sources)
  30. 30. INVOLVEMENT IS JOB #1 ● ● ● ● ● Like others’ shares Comment on others’ posts in the group Share your (helpful) content Share other (helpful) blog content Cross-promote with other networks (ie. bring your pinterest traffic into LinkedIn)
  31. 31. GET LEADS Be "Referable"
  32. 32. A 7-STEP PLAN blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-forGenerating-Leads-With-LinkedIn.aspx ● Its not about the bells/whistles, its about people - developing relationships ● Stay focused on what matters to your prospects (resolve their challenges) ● Propose a short initial conversation ● Suggest online meetings
  33. 33. THE NEXT LEVEL Making it a Little More Useful
  34. 34. LINKEDIN LABS engineering.linkedin.com/linkedinlabs ● Swarm ● Resume ● InMaps ● Timeline
  35. 35. RECAP “Selling is all about relationships, building trust and establishing rapport.” “It all starts with your profile; it has to be created with your buyer in mind.”
  36. 36. GOAL CHECK ● View into what it can do for your business? ● Next steps to make it produce for you?
  37. 37. THE EXPONENTIAL MINUTE Abundance Thinking in Action
  38. 38. GOOGLE BUYS BOSTON DYNAMICS ● ● ● ● ● Cloud-connected robots Mapping off-road? (ie. self-driving cars) Lunar XPRIZE connection? (Google Moon) Google Mars? Homebots? www.youtube.com/watch?v=LJZQ3n-iQYE
  39. 39. AMAZON DELIVERY DRONES ● 30 mins (step closer to Star Trek replicator) ● Local retail becomes a relationship play? www.youtube.com/watch?v=98BIu9dpwHU
  40. 40. Questions? Feedback? linkedin.com/in/chrismohritz

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