2. • LinkedIn as an Online Networking Platform
• Using your connections to your benefit
• Your profile and how you’re perceived
• Advanced filters for automated prospecting
Agenda
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4. This can be confusing. Let’s think of it as:
‘online networking platform’
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5. • When you network, you talk. You discuss, you’re
open.
• Often people reach out to those they already
know, it’s a comfortable way of meeting new
people.
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6. • LinkedIn is no different. Success starts from two
key elements:
How you manage your connections and how you
‘use’ your connections.
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7. • Three types of connections – 1st, 2nd and 3rd.
• We are interested, for now – in 1st and 2nd.
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8. • 1st = your directly connected, both ways.
• 2nd – your connected with someone who is
connected to that person.
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9. • It’s a small world. People tend to knock around with
people in the same space.
• Your first connections WILL know someone who may
be valuable to you.
• BUT – the kicker – you actually need to know your 1st
connections!!
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10. • It is POINTLESS adding people randomly. You get
no value from this, other than a number increase.
• Let me give you an example:
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11. • This is Gemma. I know Gemma well, I used to work with her. She is an
acquisition marketing manager for a retail store – perhaps a good
customer for Rakuten?
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12. • Maybe not. In any case – who does Gemma know that is a second
connection of me?
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13. • Few interesting ones here – marketing managers, heads of digital,
CEO’s. I’m particularly interesting in Katy Jo Stanton – Head of
Marketing for The Student Room.
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14. • So what do I do?
• Using my strong relationship with Gemma, I ask her to introduce me!
• It takes a few minutes, that’s all – and people naturally like to help,
it’s our nature. Gemma will help me out – and I have a new potential
lead.
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19. Your summary and experience are a reflection of
what you do and who you work for.
Let’s take a look at your profile summaries.
All about ME rather than YOU
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20. All about ME rather than YOU – the bad
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“………………………………….”
– Rob Bluck
21. All about ME rather than YOU – the
better
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“RakutenAttribution helps deliver measured success to businesses through a combination of technology and service. Our
clients include Sky, House of Fraser, and British Gas. We specialise in bespoke performance measurement, analysis and reporting.
The resulting insight helps our clients with key decisions around budgeting, channel optimisation and performance planning.”
- Paul Cruise
22. All about ME rather than YOU – the
even better.
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“RakutenDCStormhelpbusinessesbetterunderstandtheircustomers’“Omni-Channel”journeytosale across multiplemarketingchannelsand devices.Througha combinationof ourtechnology,
analysis, reportingand consultancyserviceswe delivertheanswersadvertisersneedtodeterminehow tospend theirmarketingbudgetin a way which maximisesROI.
By understandingadvertisersbusinesseschallenges,websites,marketingand tradingstrategyI helpdesignand overseetheimplementationof custombuilt tracking,attributionand reportingsolutions.
Thesesolutionsare focusedon puttingmarketersin a positionwheretheyuse reliable, meaningfuldata todrive businessdecisions.Thefirst phase of a projectis typicallyidentifyingareas of wastedand
inefficientspend and highlightinghow it couldbe allocatedtogreatereffect.Theend resultis ourclientshave theconfidencetoreallocatebudgetin themosteffectiveway and optimisetheircampaigns
improvingoverallmarketingperformance.
Commonchallengeswe address includeunderstandingwhich keywordsare reallydeliveringvalue,what thetruevalueof display is, whichaffiliatesare really drivingincrementalsales and which TV ads
are mosteffectiveat drivingdirect responsevisitsand sales. By feedingattributedperformancedata directlytobid managementtoolsand restructuringaffiliatereward schemeswe automatethe
processof directingbudgettothemosteffectivekeywords, publishersand ads in yourchannels.
As digitaladvertisingcontinuesto becomemorecomplex,increasingnumbersof advertisersunderstandthe hiddencost of nothavinga joinedup measurementand attributionsolutionin place. If you
haven’tgotsuch a solutionintegratedintoyour businessyou will increasinglyfind yourselfat a disadvantagetoyourcompetitors.”
- Jeremy Coster
23. All about ME rather than YOU
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How would you go about explaining your job, in a NON-CV style, to
someone at a networking event? Do that.
Don’t forget, people will read up on you – we’re naturally curious (or
stalkers, whichever you prefer).
(plus it’s basically free advertising)
24. • Advanced Search>Left hand side>Advanced
• In here, you can drill down into your 2nd
connections, by job title, keywords, location and
more.
Let’s talk filters.
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25. • I conducted a search for:
Marketing professionals (retail as a keyword) within
Brighton + 50miles and is their current role.
Let’s talk filters.
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27. • Fortunately for me, everyone I’ve connected with
– I know personally.
• So I can reach out to them, ask them to introduce
me. They will for the most part, people like to
help.
That’s a lot of people prospects.
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28. • You can create alerts to be sent to your inbox
daily, weekly, monthly of these searches.
• Every time a new person if put into whatever
criteria you stipulate – you will get notified.
There’s no need to even log-in LinkedIn!
And what about automation?
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29. • This works on a Boolean system, and a bit like
PPC.
• So if you wanted to search for Marketing
Managers in Retail – you would input
“Marketing manager AND Retail”
And what about automation?
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31. • We are a reserved people, this can be difficult to
do.
• But if you know the person, it should be easy.
This goes against being ‘British’
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32. • You can’t be sure your 1st connections are
connecting to people they actually know!!
• So avoid those with 1,000’s of connections, no
one knows that many people.
There’s only one problem…
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