How to Build a Dynamic Community & Drive Engagement on LinkedIn

How to Build a
Dynamic Community
& Drive Engagement

Community Building and Engagement Webinar with Kristina Jaramillo, Eric Gruber
and Vanessa DiMauro
Why This Presentation is So Important:
A recent study by Kitedesk found that those sales
leaders who are skilled in digital relationship
building are 6x more likely to exceed their sales
quotas.
https://www.kitedesk.com/blog/new-study-sales-reps-using-social-media-are-6x-more-likely-to-exceed-quota/

and Vanessa DiMauro
But most sales and marketing leaders are failing to
build relationships on LinkedIn. Their definition of
engagement is WRONG!
True social “engagement” is when prospects take next
step actions toward revenue for your organization or
firm.

and Vanessa DiMauro
Proof That Most Sales and Marketing Leaders Definitions of
Engagement Are Wrong….
Top 4 Most Important Social Media Metrics That
Sales and Marketing is Tracking:
 Number of Profile Views and Content Platform
Views
 How Many People They’re Reaching with Their
Content or Messages
 Number of Likes, Comments and Shares
 Number of Connections and Group Members
These metrics were picked over:
 Next step actions beyond the click, like, share etc.
 Marketing qualified sales opportunities
 Revenue
Getting leads and opps
but with the wrong
people
I have connections but
no leads or opps
I am getting some leads
but not many and not
consistently.
I am regularly
generation leads and
opportunities using
LinkedIn
Look at the difference – sales and
marketing has to be engaging wrong!!!
The LinkedIn marketing results sales and marketing is getting –
as told in our recent survey

and Vanessa DiMauro
What is LinkedIn Engagement – In the Words
of Vanessa DiMauro:
It’s when you hear your key prospects needs,
understand their concerns and advance
relationships with those that are interested
in learning using the power of LinkedIn
communities and content.

and Vanessa DiMauro

and Vanessa DiMauro
An Opportunity for Change and Why Your LinkedIn Community Should Be the
Center of Your LinkedIn Engagement and How You Interact with Prospects During
the Buyer’s Journey

and Vanessa DiMauro
LinkedIn Communities Lead to Revenue for Software, Technology and Professional
Service Firms….
Leading International
SaaS Organization
Built a community of 700+ IT
leaders which led to
partnerships with IBM and
sales conversations with
companies like:
Watch Our Webinar to See How We’ve Built These LinkedIn Communities That Are Leading
to Revenues: http://freelinkedinmarketingtraining.com/communityengagement
Built a community of Sales Directors,
VP of Sales and other B2B sales leaders
at companies like: KPMG, HCL
Technologies, Oracle, XO
Communications, Bell Canada, Pfizer
and many others. This group led to
sales conversations with:
Built a community of software and
technology CEOs, CMOs, Marketing
Directors, VPs of Marketing and Product
Marketing Leaders which led to
conversations with:
Leading supply chain
and logistics technology
firm
Built a community of 900+
senior level SC leaders from the
companies below which led to
30% increase in RFPs.

and Vanessa DiMauro
The Importance of Engaging with Your LinkedIn Community
Throughout the Entire B2B Customer Lifecycle
Source: ‘The Social Bridge to the IT Committee
Study’ commissioned by LinkedIn'

and Vanessa DiMauro
Awareness:
Options, Ideas, Research
and Education

and Vanessa DiMauro
The goal during the awareness stage is to identify a
broad list of possible options that have repeatable
success solving the problem, is within project parameters
and most importantly is trustworthy.

and Vanessa DiMauro
Your Online Community – Such as Your LinkedIn Group – Can Help Advance the
Awareness Stage
HOW: Community is a findable point of entry for prospective customers
HOW: Your LinkedIn community helps you herd and identify prospective
customers that can use your support throughout the buyers journey – These
people took action beyond making the connection.
HOW: Community gives you early exposure to potential buyers who do not
want to be marketed to and are not ready to talk to sales.
HOW: Community gives you a chance to offer feedback and challenge
common ideas, practices and approaches – thus making potential buyers
aware of the problem they have and an alternative solution. This helps in
moving prospects to the next stage
HOW: Community gives prospects what they want: Trust, Relevancy, Access
and Efficiency
Source: LinkedIn Report – IT Buying Goes
Social
50% of survey respondents plan to use their
online community to engage prospects earlier
in the sales process.
A Market Report by Get Satisfaction

and Vanessa DiMauro
Plan:
Turning Vision Into a Path
to Value

and Vanessa DiMauro
Video Content Production Firm Gets Dynatrace, Cisco, Deltek, Axios Systems,
Fiserv, Journey Sales and Others By Showing How to Integrate Quick Sales
Enablement Videos with Webinars, White Paper, Ebook, Email and Social Media
Marketing

and Vanessa DiMauro
Evaluate/Select:
Where the Rubber Meets the Road

and Vanessa DiMauro
The buyer’s goal at this stage is to eliminate most of the
firms surfaced during the awareness stage in order to
focus on the chosen few.
This is the point where the buyer team is expanded and
new influencers are starting to learn about your firm. You
can speed this process by targeting different people
within an organization that may be part of the buying
process and giving them a reason to join your
community.

and Vanessa DiMauro
Your Online Community or LinkedIn Group’s Role During the
Evaluation/Selection Stage:
 Provide on-demand answers
 Establish and sustain trust
 Accelerate point of contact with sales
 Differentiate brand with a collaborative environment
 Helps prospects engage with you on many different levels so they see you as an
expert and become comfortable with your ideas, thoughts and process
 Measured engagement activity within the LinkedIn community and within 1-to-1
communications makes you more relevant to their specific needs. The more relevant
you are – the better your chances of getting put on that short list.

and Vanessa DiMauro
The First Closed Deal:
Where Most B2B Firms Lose Control of the
Customer Experience Journey

and Vanessa DiMauro
The customer goal at this stage is engage quickly
with product, software, or service, meet other customers
to learn more about their success, connect with more
people at the firm as they need relationships to succeed
and prove to their firm that they made the best decision.

and Vanessa DiMauro
How Online Communities Like LinkedIn Communities Help the 1st
Time Buyer….

and Vanessa DiMauro
Retention:
Reduce churn and increase lifetime
value of clients faster

and Vanessa DiMauro
How Your LinkedIn Community Helps Retain Customers
HOW: Gives customers a platform to tell their success story
HOW: Connects customers to other customers who are more advanced and
experienced
HOW: Enables on-demand learning to progress your clients use of products,
services and/or solutions
HOW: Gives customers a reason to keep you in mind so they’ll come back for
repeat business sooner.
HOW: Connects customers to additional products and services that your firm
offers
Video production firm gets
$45K opportunity from an
existing client that they would
not have gotten without
community engagement

and Vanessa DiMauro
10 Ways to Kill Your Online Community:
The Reasons Why Most LinkedIn Groups
Fail

and Vanessa DiMauro
Not Integrating Social Data
into Your Organization’s
Information Assets
Not feeding your LinkedIn
community with content they
need to survive and overcome
their specific challenges
Not creating a business strategy for
the community

and Vanessa DiMauro
Thinking LinkedIn
marketing is a numbers
game and that a bigger
community is always
better
No predictable communications
Failing to evolve your
community

and Vanessa DiMauro
Looking for the exit slide Forgetting about relevancy Treating your
community as a
newsfeed
Not engaging
outside the
community
Learn More About These Mistakes in Our LinkedIn Community and Engagement Webinar:
http://freelinkedinmarketingtraining.com/communityengagement

and Vanessa DiMauro
8 Social Selling Ways to Engage with
Your LinkedIn Community

and Vanessa DiMauro
1. Useful Content
6. Share Intelligence
2 . Start a Real Conversation
with Up-Front Value
3. Challenge Prospects Minds
5. Get Your Community
Involved in a Project
4. Be Relevant
7. Collaborate 8. Co-Innovate

and Vanessa DiMauro
See the Webinar That Goes Along with This Presentation
and See How You Should Be Building a Dynamic LinkedIn
Community and Driving Engagement:
http://freelinkedinmarketingtraining.com/communityengagement

and Vanessa DiMauro
About GetLinkedInHelp.com
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:

How to Build a Dynamic Community & Drive Engagement on LinkedIn

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