11 Rules for Generating Demand on LinkedIn When You Have a Complex Buying Cycle

11 Rules for Generating Demand
on LinkedIn When You Have a High
Priced Solution and a Complex Sales
Process

11 LinkedIn Rules with Kristina Jaramillo
Your LinkedIn Marketing Expert
Kristina Jaramillo
Partner GetLinkedInHelp.com
Kristina@GetLinkedInHelp.com
609-306-6205
http://linkedin.com/in/kristinajaramillo
http://JointheLinkedInMarketingDiscussion.com

11 LinkedIn Rules with Kristina Jaramillo - Rule #1
Rule 1: Start with a Strategy

Strategy is the biggest difference
between a sales and marketing leader
who is regularly generating leads and
sales opportunities and one that just
has lots of connections and that’s it.

Rule 2: Take a Customer-Centric, Rifle Approach
When You Have a High-Priced Solution with a
Complex Buying Process

Social Media Experts Like Jay Baer Are Suggesting That We Need to Take
a Shotgun Approach to Get a Greater Reach….

But to Be a Real Influencer on LinkedIn,
You Must Think Beyond the Numbers

This Is What Happens When You Take a Shotgun Approach…

Reactions to the Shotgun Approach….

Rule 3: Understand Your Audience

Understanding Your Audience Means You Also Understand the Value Prospects and
Influencers Want From You – This Means You Must Test Your Messaging!

Rule 4: Go Beyond Brand Awareness

Forrester Research Recently Mentioned That LinkedIn Should Primarily
Be Used for Brand Awareness – Why They & Many Others Are Wrong
 Your buyers are not on LinkedIn to engage with your brand.
 B2B buyers on LinkedIn are looking for access to broader
networks that can help them
 LinkedIn is a buyer engagement tool not a brand
engagement tool. When you actively engage with buyers
and have a go-to-customer process in place that helps them
solve problems and establishes trust - you will generate
leads and sales opportunities.
http://www.marketingweek.com/2014/06/27/li
nkedin-falls-flat-on-consumer-engagement/

Rule 5: Optimize Your Profile for Lead Generation

Grab and retain the attention of prospects,
potential referral sources and influencers
with a LinkedIn profile that clearly
demonstrates your relevance and your
“value” to these key audiences.

Profile Examples:
Notice a strong headline that pulls key decision makers in…

Directing Prospects to Clients Websites From the Profile

Rule 6: Use Content (in Context) as the Backbone to
Your LinkedIn Program
content
B2B companies that maintain
blogs generate, on average,
67% more leads per month
than non-blogging firms.

AT&T gains $47M through a blog-centered
social sales strategy
18
Months
Later

Rule 7: Stand Out with Content That Positions You
as a Thought Leader
Provides more than “reminders” and shares solutions
or new approaches others have not thought about
Takes a challenger sales and marketing
approach
Puts a stake in the ground
Is forward thinking
Inside LI discussions groups provide standalone value –
instead of acting as a newsfeed for your blog posts
It’s your own content – The 80% other people’s content,
20% your content rule should not apply to LinkedIn.

Was providing the same, old tips that other
content marketing firms was providing. They
were getting 0 LinkedIn shares, very little
traffic from LinkedIn and no leads.
By providing unique content that offer new ideas,
shares case studies and challenges the way
technology marketing and sales enablement
professionals create and use content – the firm
increased traffic from LinkedIn by 300% and
gained 10 new clients from LinkedIn (one client is
worth more than $120,000 a year)
Content Marketing Firm

Challengers outperform all the other seller profiles - 40% of
top performers are Challengers.
Challenger closes deals through an ability to
lead, teach, and push the buyer. They
challenge common practices, thoughts and
approaches. They take control of the sales
conversation, rather than reacting to the
buyer’s agenda.

See the “Challenger” Content I’m Sharing on LinkedIn’s Content
Platform

Resource Versus Thought Leader
80% other people’s content and 20% your own
content is for Twitter and Facebook NOT LinkedIn.
Curated content should be used to support your
positioning – but most of the content shared should
be your own so you are the thought leader and not
just a resource.

Example of a Forward Thinking Post That Gained
3000+ Views in Just Days

Rule 8: Create Content for Different Stages of the
Buying Cycle

Since 60% or more of the buying decision is made before a prospect reaches out to sales – let your
content do your consultative selling for you at each stage of the buying cycle.

Rule 9: Integrate LinkedIn With Other Sales &
Marketing Initiatives
B2B Marketers Are Using at Least 13 Different Tactics - LinkedIn
Marketing Should Be Used Across the Board

 Profile Makeover to Showcase Thought
Leadership
 Relevant LinkedIn Discussions
 Targeted LinkedIn Lead Generation
Emails
 Provocative Blog Content
 Educational Videos
 Slideshare Presentations
 Follow Up LinkedIn Strategy & Ongoing
Promotion
20% increase in webinar registrations

 Blog Posts
 Webinars
 Sponsored Content
 Group Discussions
 Educational Videos
 Slideshare Presentations
 More ebooks
 Promotion by guest experts
At The Internet Summit in Raleigh, North Carolina – LinkedIn Revealed That
They Saw a 10,000+ ROI From Their Ebook…..

736 Group Members
75 to 200+ visits per week
from LinkedIn
Very few leads and
opportunities outside
those that that said “yes”
to an outreach message
…According to Dell’s
Digital Marketing Director
at the 2013 B2B Digital
Conference 2013 in New York
Mid Market
Professional Service
Firm and Tech Company
Consequences of Not Integrating LinkedIn with
Inbound Marketing & Other Initiatives

Rule 10: Sustained Engagement Builds
Relationships
Some of the business decision makers you connect with will have
a problem that is severe enough that they want to take
immediate action. Most won't be ready quite yet.
For many of them, they don’t realize that they have a problem
that can be solved – and they need to be educated. You planted a
seed when you invite them to connect and to join the group. You
then have to educate prospects more with content inside your
community. Prospects need to be nurtured more before they will
be ready to act. Staying in touch is critical.

17 Different Companies Have Reached Out to One of Our Marketing Firm
Clients in the Last Year:

Rule 11: Truly Commit to Getting New Business
Using LinkedIn
If you’re only investing 15 to 30
minutes per day on LinkedIn, then
mostly likely you have many
connections on LinkedIn but very
little leads and opportunities

Watch Our 11 LinkedIn Rules Webinar
http://www.FreeLinkedInMarketingTraining.com/11rules

About GetLinkedInHelp.com &
Kristina Jaramillo
We are passionate marketers focused on harnessing the power of the LinkedIn network to
generate leads, develop prospects and establish thought leadership positions for our clients.
We’ve been doing it since 2009 – using our proven process to produce amazing results.
Kristina Jaramillo (Founder of Get LinkedIn Help) is…
• New York Times Recognized Social Media Expert
• Featured in LinkedIn’s Guide for Sophisticated Marketers
• Published in publications like:

Additional LinkedIn Marketing Resources
http://www.FreeLinkedInMarketingTraining.com/webinar

Additional LinkedIn Marketing Resources
FREE LinkedIn Strategy Session – Up to 30 Minutes
• Get your LinkedIn Marketing Questions answered
• See what needs to be changed, added or tweaked on your LinkedIn profile so you
have a positioning and marketing tool
• Uncover the opportunities you’re missing to generate leads and develop client
relationships
Email: Kristina@GetLinkedInHelp.com

11 Rules for Generating Demand on LinkedIn When You Have a Complex Buying Cycle

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