LinkedIn Generating Leads & Effective Networking

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This LinkedIn presentation covers how to grow your referral network and effective networking using LinkedIn . It is also applicable to students, professionals looking for employment, or anyone looking to expand their professional networks in a short period of time.

LinkedIn Generating Leads & Effective Networking

  1. 1. EFFECTIVE NETWORKING USING LINKEDIN Aleem Visram, HBA, MBA Marketing Professor Schulich School of Business, York University
  2. 2. AGENDA 1. What are your prospecting goals? 2. Why use LinkedIn? 3. How to build a better profile (and brand) 4. Make Connections & Build Your Network 5. Engage with great content 6. Do and Ask for Favours
  3. 3. WHAT DO MOST PEOPLE DO AFTER MEETING YOU? ZMOT: Zero Moment of Truth - 84% of people will search online before they make a purchase or interact with your brand
  4. 4. WHAT DO THEY FIND? Not what you find! You need to search yourself in Google Incognito
  5. 5. THE POWER OF GOOGLE SEARCH
  6. 6. BUILDING TRUST VIA SOCIAL MEDIA • People do business with people they know and trust • How much trust does someone really have in the first meeting? • It takes 5-7 interactions to gain a prospect’s trust • How much trust would they have if they’ve been following your social media tweets, blog, articles and insights for 6-12 months?  Social media allows you to build trust virtually by demonstrating your competency and credibility Allows you to build a vast audience, and develop relationships with far more connections faster Allows you to stay top of mind with prospects, who will see you as the expert and will engage with you when the time is right!
  7. 7. TRULY GLOBAL. EVER GROWING. 400M+members +7M/hour, 2 new members/second CAN: 12M+ LATAM: 20M+ BRZ: 20M+ APAC: 30M+ EMEA: 50M+US: 110M+
  8. 8. WHO IS ON LINKEDIN?
  9. 9. SO LET’S START: HOW TO BUILD A BETTER PROFILE The better your profile, the more willing people are to connect.
  10. 10. BUILD YOUR PROFESSIONAL BRAND
  11. 11. WRITE A HEADLINE What do What do you do? Who you do it for? How it benefits them? Relevant and keyword rich to increase search rankings: Certified Financial Planner providing investment advice to Toronto Medical Professionals to increase their retirement savings vs. Financial Advisor
  12. 12. HEADLINE STATEMENT • The most effective headlines are Benefit headlines telling your audience what you can do for them Troy Owens for example:
  13. 13. PROFESSIONAL PHOTO Who would you rather do business with?
  14. 14. WRITE A SUMMARY • What’s your 30-second powerful, high impact commercial that answers “What do you do?” • It should NOT be your career or company history, NOR a description of all of the features of your services • Focus on the VALUE you bring to others • Why do you do what you do? • Why do people choose to work with you instead of your competitors? • Choose 8-12 keywords and phrases to include • List specialties, areas of expertise and location for higher keyword search rankings • Include a call to action for prospects to contact you
  15. 15. ENTER YOUR CONTACT INFORMATION • Under contact info, be sure to add your website URL to direct traffic back to you • Add your email address and telephone number • Add links to other social media (Twitter, FB, etc.) • Customize your LinkedIn URL: click on “profile” then “Edit profile” and change the link to linkedin.com/in/your name • Add your LinkedIn URL to your email signature and website for increased search rankings
  16. 16. COMPLETE YOUR PROFILE • Add your educational background, including degrees and certifications • Add your work experience for at least the last three years, but no more than the last 3 jobs (unless relevant) • Add your experiences, including volunteer and board positions (with links to volunteer organization page) • Add any hobbies, interests, organizations and causes to make your profile more personal • Add any relevant skills in order of importance • Add multi-media content: videos, presentations, infographics, articles or posts
  17. 17. CHANGE YOUR PRIVACY SETTINGS • Under “customize your public Profile”, click on “Make My Public Profile Visible to Everyone” • Ensure that all the sections you have completed are checked off
  18. 18. RECOMMENDATIONS Best way to get a recommendation or endorsement is to give them!
  19. 19. SKILLS & ENDORSEMENTS
  20. 20. STEP 1: PROFILING • Only 44% of companies have a target market segment... • If you don’t have clarity on who you’re trying to speak to and serve... how do you expect your clients or prospects to have that clarity? • By not having clarity about your target market, you can’t create a compelling reason for your prospects to work with you
  21. 21. POSITIONING • If your profile is not properly positioned, your potential clients or employers will gloss right over you • How do you want your ideal clients and employers to think of you? • Focus on creating a value-based headline to describe your service or product in the context of WIIFM
  22. 22. PROSPECTING • Use the advanced search tool to target your ideal target market segment • You can segment your different target markets so that you can send customized messages and updates to them Search by: • Profession • Title • Industry • Company • Location • Connection • Keywords
  23. 23. USE LINKEDIN TO FIND CONNECTIONS
  24. 24. CONNECT WITH THOSE WHO VIEWED YOUR PROFILE
  25. 25. REACH OUT TO THOSE WHO INTERACTED WITH YOUR POSTS
  26. 26. LEVERAGE GROUPS With 1.3 million groups, you can find a group for any type of people you want to meet.
  27. 27. Join 45-50 groups: • 30 in your target market: Professional Associations or Seniority Groups • 10 work related • 2-3 local business • 2-3 alumni • 2-3 charity LINKEDIN GROUPS
  28. 28. WHICH GROUPS DO YOU JOIN?
  29. 29. WHICH GROUPS ARE YOUR PROSPECTS, CLIENTS OR EMPLOYERS IN?
  30. 30. EASE INTO POSTING 1.Listen See who is talking, what they are saying 2.Forward Show that you know who is worth listening to 3.Respond Answer questions, contribute your expertise 4.Engage Ask questions, do polls, start conversations 5.Brag (a little) Show that your company or business is successful
  31. 31. WHO DO YOU WANT TO MEET? • Industry leaders • Referral networks: • Past employers • Friends or colleagues • Influencers • Potential employers • What is their situation? • What problem do they need to solve? • Why should they connect with you? Prospects People that can refer
  32. 32. WHEN YOU FIND SOMEONE Are they active users of LinkedIn? How are they using LinkedIn? Who do they know that you know? What else can we find out about them?
  33. 33. MAKING A CONNECTION Impersonal Personal 35-70% of people accept invitations with a personal message. 50% of those will convert to a follow up call
  34. 34. MAKING A CONNECTION Referencing a shared group:
  35. 35. THE “SHARE AN INDUSTRY RESOURCE” MESSAGE Hi (first name), I wanted to take a quick moment to share with you a (article, guide, infographic, video, etc.) that explains (introduce pain point or topic). Here is the link if you want to check it out: (link). I think this does a great job of (explain your opinion and include how you are able to help). I’d love to hear your thoughts or any questions you might have on this topic. (Your Name)
  36. 36. THE “CLIENT FEEDBACK” MESSAGE Hi (first name), I’ve enjoyed keeping in touch on LinkedIn, and as much as I love social media, I still like to get to know my connections in the real world. I’d love to set up a call sometime in the next couple weeks to learn more about what you’re up to, and how we might be able to help each other. How does next (enter date) work? Thanks, (Your Name) *** Personal, mutually beneficial (WIIFM)
  37. 37. WHAT IF YOU DON’T KNOW THE PERSON YOU WANT TO CONNECT WITH? You could Get Introduced to him through your common connection, Aayaz Pira
  38. 38. LEVERAGE YOUR EXISTING NETWORKS & CONTACTS • Most professionals build their network through an introduction from someone they know and trust • Before meetings with clients, colleagues, friends and family, come up with a list of 3-5 qualified prospects they are connected to on LinkedIn • Ask them if they would be willing to introduce you to someone they know that you may be able to help • Once they approve, bring up the specific names on your list • 75% of the time your contacts are willing to introduce you, but it’s your responsibility to ask them for a specific introduction • 25% of the time they may refuse, mostly because they don’t know the contact well enough
  39. 39. LEVERAGE YOUR NETWORK FOR INTRODUCTIONS
  40. 40. PROVIDE ENGAGING CONTENT Attract more viewers to your profile and start a conversation.
  41. 41. BE INTERESTING Find 10-15 reliablesources of content (blogs): • Tradeassociations • Magazines/newspapers • Visionaries • Company sources • Industry leaders Scan the content each day, share the best
  42. 42. STATUS UPDATES
  43. 43. SPEND TIME WRITING AND SHARING LINKEDIN POSTS
  44. 44. BE INTERESTING Need some ideas? • Local business content • Information about your business seminars/ events • Articles about your area of interest • Quotes, video links • Discussion topics • Key influencer posts • Charts, graphs or infographics • Choosecontentsources that representyourunique position – whatworkyou do,who you doit for • Showthatyouknowwho and what matters • Affiliatewith leaders • Join groups where your prospectsoremployersare and postin them ona regular basis • Test and learn • Have some fun, show your personality
  45. 45. ENGAGE WITH QUESTIONS, ANSWERS & POLLS IN GROUPS THIS IS A GREAT WAY TO DO MARKET RESEARCH AND PROSPECTING IN A FUN, INTERACTIVE WAY
  46. 46. NURTURE THE RELATIONSHIP •It’s like dating: the biggest challenge is going from the initial meeting, to the first date, to a relationship •Introduce them to people they don’t know, but should know • Send them a personal message with useful, relevant information •Show that you care about them and that you notice what is important to them
  47. 47. USED LINKEDIN TO KEEP IN TOUCH
  48. 48. USE LINKEDIN ENDORSEMENTS
  49. 49. GET PERMISSION TO KEEP TALKING Offer them something: • Free report • Webinar invitation • Slideshare PPT or demo • Subscription to a newsletter • Free consultation • Meeting for coffee Ask for something: • Their thoughts on an issue • Their goals and objectives • Information about them
  50. 50. INVEST TIME AND ENERGY "Give me 6 hours to chop down a tree, and I will spend the first 4 hours sharpening the axe." Abraham Lincoln "Unless commitment is made, there are only promises and hopes, but no plans." Peter F Drucker People do business with those they know, like and trust.
  51. 51. START WITH 30 MINUTES A DAY • One hour a week is enough for a consultant or one-person business • One hour a day is ideal for serious lead generation • You can delegate most of this work to an assistant. • It will get done! (and you won’t have to do it!)
  52. 52. LEARN.LINKEDIN.COM

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