LinkedIn Briefing for Business Owners Sept 2013

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LinkedIn Strategies, Techniques and Tactics for Business Owners to use to support their marketing, lead generation and sales. This includes:
- 10 steps to optimise your LinkedIn profile to support your Sales activity and
- 4 prioritized activity areas to increase sales productivity and results.
For more information visit the www.wurlwind.co.uk website.
Mark Stonham.

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LinkedIn Briefing for Business Owners Sept 2013

  1. 1. wurlwind.co.ukConnecting Social Media with Sales Linkedin Overview For Hungarian Business Group Prepared and Presented by Mark Stonham
  2. 2. wurlwind.co.ukConnecting Social Media with Sales wurlwind.co.uk AGENDA • Introductions • Examples • Stats • Quotes • Case Studies • LinkedIn Tips for Business Owners • Customer Appreciation Activity • New Business Acquisition Activity • Personal Profile • Professional, Engaging, Social
  3. 3. wurlwind.co.ukConnecting Social Media with Sales LinkedIn is • the leading social networking website • for people in professional occupations 1  Key Stats  2003 launch  225m users  12m UK users  200 countries  324.7m 1Q13 $ revenue  5.7bn searches in 2012  Growth from  Users  Function  Engagement
  4. 4. wurlwind.co.ukConnecting Social Media with Sales How has LinkedIn Helped?  76.9% of the LinkedIn users said the professional network helped them research people and companies  68.6% says LinkedIn helped them reconnect with past business and associates  49.7% Build new networking relationships with individuals who may influence potential customers  44.5% Increase face-to-face networking effectiveness  38.3% Uncover potential job opportunities  37.6% Build new relationships with potential customers  37.2% Increases branding/marketing presence in the marketplace  27.9% Generate identifiable business opportunities  LinkedIn Groups is the most favourite feature in LinkedIn followed by people searching, people you may know, who‟s viewed you and company information.  2012 Wayne Breitbarth and Powerformula.net
  5. 5. wurlwind.co.ukConnecting Social Media with Sales LinkedIn User Quotes  "Just today a contact whose company is having problems reached out. I wanted to help him, and the first thing I could think was to Endorse him for skills. I have also been able to connect with scientists and researchers that I was third- degree LinkedIn connected with but never could have gotten access to without LinkedIn."  Amy Baxter, M.D. and CEO at MMJ Labs, a medical device company   "I use LinkedIn as my online Rolodex to keep track of my contacts and reconnect with old colleagues. Using the advanced search functionality I can find people with specific experience in a particular geographic area. This has helped me find vendors, strategic alliances, as well as candidates for job opening. I like the recent ability to customize my profile layout, embedding the slideshare widget under appropriate positions."  Felena Hanson, founder of the co- working space HeraHub
  6. 6. wurlwind.co.ukConnecting Social Media with Sales LinkedIn User Quotes  "In the sales business case, I use Linkedin to discover the internal organigram, without having to directly contact the organization in the presales process. I try to understand who is the boss of who, who has connection with whom so that then I can try to reach out people who are not directly on the deal at hand but can give me info on the people who are."  —Denis Harscoat, Switzerland- based co-founder and CEO of the action-tracking app DidThis  "I track blog posts, notes, musings from colleagues, and trends of where everyone is working or looking to work. [There‟s a] big shift to mobile, cloud, social, as opposed to other jobs that are not hot."  —Carlos Icaza, co-founder and CEO at game engine startup Lanica
  7. 7. wurlwind.co.ukConnecting Social Media with Sales LinkedIn SME Example  Gloucestershire based  Software Services  6 FTE people  MD has 4000 contacts  Minimal participation  Salesperson explores companies in a sector  Finds key people  Cross-refers with CRM  Makes contact by phone  Arranges Webinars  Follows up by phone  Hit targets for Webinars scheduled and done  Hit targets for bids and sales resulting.
  8. 8. wurlwind.co.ukConnecting Social Media with Sales LinkedIn SME Example  Bath based Tech Company  20 FTE staff  Attending exhibition in 12 weeks time  Use LinkedIn to reach out to exhibition crowd.  Raised profile via Social Media to the exhibition crowd.  Increased engagement at the exhibition stand
  9. 9. wurlwind.co.ukConnecting Social Media with Sales LinkedIn Example  Specialist Recruiter  Bristol based  2 People  “Research approach”  Made contact with key people  Used research feedback into round 2  Gained access to key HR decision makers  Identified new recruitment opportunities  Developed a better market position
  10. 10. wurlwind.co.ukConnecting Social Media with Sales LinkedIn can…  Help you create sales conversations  Right person, right time, right message  Where…  A growing proportion of your customers and target buyers are on / use LinkedIn  But…  LinkedIn won‟t sell for you  It needs to be part of a strategy
  11. 11. wurlwind.co.ukConnecting Social Media with Sales Business Owners Strategies  Retention - Nurture  Connect with Customers  „Peek‟ at their profiles  Give testimonials  Like their Status Updates  Share their Tweets  Acquisition - Prospecting  Search for Prospects by profile  Participate in Groups  Advertise
  12. 12. wurlwind.co.ukConnecting Social Media with Sales Priorities on daily basis  Nurture  Maintain dialogues once started – Next Step  Engage  Connect with people who visit your profile  Find  Search for customers, prospects, partners  Raise Profile  Add Status Updates, contribute to groups
  13. 13. wurlwind.co.ukConnecting Social Media with Sales Your LinkedIn Profile  Professional  Dress for Success online  Engaging  Spark interest with right people  Social  Social Proof  10 steps to a Compelling LinkedIn Personal Profile
  14. 14. wurlwind.co.ukConnecting Social Media with Sales 10 steps to a Compelling LinkedIn Personal Profile  Part 1 – Professional  Name  1. Contact Details  2. Basic History  3. Skills
  15. 15. wurlwind.co.ukConnecting Social Media with Sales
  16. 16. wurlwind.co.ukConnecting Social Media with Sales Basic History  Previous employment  Education + Courses + certificates + test scores  Publications + Honors & Awards  Organisations  Projects  Volunteer Experience & Causes  Additional Info  Interests  Personal Details  Advice for Contacting …
  17. 17. wurlwind.co.ukConnecting Social Media with Sales Skills
  18. 18. wurlwind.co.ukConnecting Social Media with Sales Engaging Profile  5. Photo & Headline  6. Summary + Key Roles  7. Media Objective To Encourage Connection To Start Conversations
  19. 19. wurlwind.co.ukConnecting Social Media with Sales
  20. 20. wurlwind.co.ukConnecting Social Media with Sales
  21. 21. wurlwind.co.ukConnecting Social Media with Sales 4. Client & Introducer Persona  Who is your „ideal‟ customer/client  Company type, Person type  Who is a good Introducer for you?  And what‟s in it for them  What Triggers them to look?  What questions do they have?  Use LinkedIn to research market/comp.
  22. 22. wurlwind.co.ukConnecting Social Media with Sales 4. Creds & Collateral  Your biggest achievements & outcomes  Contracts, clients, benefits, speaking etc.  Results, improvements  Stats & numerical evidence
  23. 23. wurlwind.co.ukConnecting Social Media with Sales Part 3. Social Profile Checklist  7. Endorsements  8. Recommendations (given & received)  9. Groups – appropriate  10. Decent Sized Network – 500+
  24. 24. wurlwind.co.ukConnecting Social Media with Sales wurlwind.co.uk AGENDA • Introductions • Examples • Stats • Quotes • Case Studies • LinkedIn Tips for Business Owners • Customer Appreciation Activity • New Business Acquisition Activity • Personal Profile • Professional, Engaging, Social
  25. 25. wurlwind.co.ukConnecting Social Media with Sales Support available from Wurlwind LinkedIn Training • Masterclass on Sept 27, Oct 18, Nov 15. Personal level Services • Pimp your LinkedIn Profile Service • Individual coaching and mentoring esp. Executive Company level Services • One Company Training & Coaching • Company Page Set-up & Promotion
  26. 26. wurlwind.co.ukConnecting Social Media with Sales To learn more about how you can use LinkedIn to generate leads and opportunities …  Contact Mark Stonham  Email mark@wurlwind.co.uk  Follow @markjstonham  Connect on LinkedIn  Contact Wurlwind  Wurlwind Website  Find and Follow us:  Wurlwind on LinkedIn  @wurlwind_li  @wurlwind_scrm

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