How to exploit LinkedIn to systematically generate prospects and quality leads

How to exploit LinkedIn to
systematically generate
prospects and quality leads
Gilbert Mizrahi

Agenda
Why using LinkedIn
exampleProspecting/Lead Gen Process Intro
examplePositioning for Success
exampleBuild Connections
exampleCreative Ways to Use Cold Emailing
exampleFinding emails of people
exampleEmail Sequences
exampleCold Emailing - Tools

Why using LinkedIn to
generate leads

Marketing is impossible
without great content

Because it is the world’s largest
professional network.

467,000,000+
registered
members

LinkedIn
profiles ranks
high on
Google

1 billion endorsements on LinkedIn
The average CEO has 930 connections

you
...1st
degree
2nd
degree
3rd
degree
500
500 x 50 = 25,000
25,000 x 50 = 1,250,000

LinkedIn is a place where
millions of leading business
people are actively looking
to connect with other people
...like YOU
Cater to your audience

The decision makers are on
LinkedIn

80% of all B2B social media
leads come from LinkedIn
Source: http://www.oktopost.com/

Prospecting/Lead Gen
Process Intro

The problem: prospecting is hard
90% of C-level executives say that they
never respond to cold calls or email
blasts (Harvard Business Review)
94% of buyers couldn’t remember a
single prospector or message they had
received during the last two years
(Huthwaite)

The most common prospecting mistakes...
Reason 1: Fear
Reason 2: Not understanding that your
audience is other humans
Prospectors suddenly lose all personality, they
become painfully boring

Prospecting and lead generation process
Connect Engage Convert
Measure

The meaning of engage...
Measure

The meaning of engage...
Measure
Social giving … build relationships

Organic process
Positioning
Connection’s
request
Messaging
Publishing In
LinkedIn
Participating
in Groups
Tracking and
follow up
Tools for
Tracking &
follow up
Tools for
Messaging
Message
sequencing
EngageConnect Convert
Do business
Measure

Accelerated process
Positioning
Connection’s
request
Messaging
Publishing In
LinkedIn
Participating
in Groups
Tracking and
follow up
Tools for
Tracking &
follow up
Tools for
Messaging
Message
sequencing
EngageConnect Convert
Do business
Measure
Tools to get
prospects’
contact info

How many fresh prospects do you need?
This depends in your specific
business

Lead ROI CalculatorPlug your own numbers Click

Positioning for
success
Why, how, what

Why, how, what
People engage with you
and your brand not
because of what you do,
but why you do it.

Why, how, what
People engage with you and your brand not
because of what you do, but why you do it.
The WHY relates to the
mission of your business

Exercise
What is you why?
How do you do what you do?
What do you do?
The Golden Circle
How
What
Why
See How Great Leaders Inspire Action

Examples
Uber‘s mission statement:
Transportation as reliable as
running water, everywhere
for everyone

Examples
Vibease‘s mission statement:
To see a world where women
can have orgasms as much as
men do

Examples
Airbnb‘s mission statement:
To connect millions of people in
real life all over the world,
through a community
marketplace– so that you can
Belong Anywhere

Examples
Warby Parker‘s mission
statement:
A world where everyone
can see clearly, stylishly,
and at affordable prices

Examples
Patagonia’s Mission Statement:
Build the best product, cause no
unnecessary harm, use business
to inspire and implement
solutions to the environmental
crisis

Exercise - How to do it. Try to answer:
What problem am I trying to solve with my product?
Is it a problem people care about?
If no, how do I make them care about it?
How can I show that my product is the
best solution to this problem?
Why should people care about your product?

Why
Sell Your Vision, Not Your Product
Ensure that your employees share your vision
Attract and connect with customers
who share the same belief

Positioning for
success
Optimize your profile

Positioning for success
Make your profile stand out
Why?
You will be found in more searches
You will attract more of your ideal customer

Your LinkedIn profile
is not your resume

Make your profile stand out
How?

Include a professional
looking picture
500 x 500 px
Don’t forget the
background image...
Suggested size
by LinkedIn 1536 x 738 px
What works best 1800 x 300 px

Use a specific tagline after your name
(optional)
John Doe - Motivational Speaker

Professional headline
Three options:
1. Use all keywords, separated by icons
example2. Write a sentence that includes your keywords
example
3. Pattern: I help [target market] achieve
[solution] by providing [product/service]

Keyword optimization
Specialties: Social media marketing, interactive advertising and marketing, media sales,
advertising technologies, interactive sales management, email marketing, major sponsorship
sales, custom publishing, business development, startups, Entrepreneur, Social
Entrepreneur, Advertising and Marketing Executive, Advertising, Marketing, Online
Marketing, Digital Marketing, Inbound Marketing, Digital Marketing, Digital Advertising,
Mobile Marketing, Mobile Advertising, Social Media Marketing, Publishing.

Profile URL
https://www.linkedin.com/in/jeffreygitomer/

Contact information

Summary
What I do - This is your opportunity to show
what problem(s) you solve
Why it works / why it matters - describe the
advantages of your approach
How it works - describe how you approach
each engagement and include a CTA

Get your profile to All-Star level

Add content to your summary
Slideshare
presentations
Videos

Reorganize your profile
Move the “Summary” to the top of your
profile
Followed by the recommendations

Promote yourself
Create and post - on your site(s) - a
public profile batch

Build connections
Understanding your audience

Build connections
With your target audience

Understanding your audience
How to define your target?
Define the ideal client persona(s)
Craft your customer’s journey

What is a persona?
A user persona is a fictional
representation of your ideal customer.
A persona clarifies who is in your target
audience by answering the following questions:
● Who is my ideal customer?
● What are the current behavior patterns of my users?
● What are the needs and goals of my users?

The benefits of personas
Helpful for design & development planning
Allow you to send more
personalized messages
Personas are also used in marketing

The Power of personas
Source: CoSchedule

How to define a persona
A well defined user persona includes:
Name of fictional character (header)
Demographic profile
End goals

Persona template
Name - Job title - Tagline
Where he/she works
Role / position
Demographics
● Age
● Gender
● Family income
● Location
● Education
Goals and
challenges
Values and
fears
● What do they do day
to day?
● What are their #1
problems?
● Who are their
influencers?
● Where do they
hangout?

Image from: The complete guide to Facebook ad targeting produced by AdvertiseMint

Persona - example
Javier - The wine guy
Casa de Los Olivos, Chile
Founder, CEO
Demographics
● 46-year-old
● Male
● $100k+
● Santiago, Chile
● Hospitality studies,
oenology
Goal: To position their “Brown Boxed
Wines” of 750 ml, and 3 and 5 liters in
restaurants in selected South
American countries.
Challenge: How to find importers in
the Latin American countries for their
boxed wines, with a distribution
channel to sell to restaurants.
Values: Committed to deliver
long-term sustainable value creation;
be simple and lean, enterprising and
innovative.

Build connections
Understanding your customer
journey

Create some user stories
A user story is an scenario of the user
performing a task related to your
product or service

Craft your value proposition
What do they care about?
What is their expected outcome?
Why do (should) they care?
What are their concerns?
How do you address their concerns?
Do you target their real needs?

Build connections
Measuring your progress

KPI - Key performance indicators
A Key Performance Indicator (KPI) is a
measurable value that demonstrates how
effectively a company is achieving key
business objectives

Social Selling Index
Covers six critical drivers:
Your personal brand
Finding the right people
Engaging with insights
Building relationships
Industry SSI rank
Network SSI rank
https://www.linkedin.com/sales/ssi
Plus social selling index

Other KPIs
Profile rank
Connections
Percentage ranking
Professionals like you
Profile strength
Profile views

Review:
Is your profile aligned
with your audience?

Build connections
Search target audience

Search target audience
Run boolean search on LinkedIn
LinkedIn is a powerful search engine
Refine your searches and invite
prospects to connect

Run some searches
Search: CMO Boston 2nd Degree

Other ways to identify potential leads
People commenting on articles relating
to your market
People participating in groups

Build connections
Invite others to connect

Send invites to connect
Do NOT send the generic invite
Craft a personalized invite (always)

What NOT to do
Hello Joe Doe
I’d like to add you to my professional
network on LinkedIn.

Do this instead
Hi John
I came across your profile and I think we share some common
professional interests. It seems we are both interested in AI and
machine learning and we both belong to the XYZ group. From
time to time I share ideas, and XXX about YYY.
Thus, please consider adding me to your professional network.
Take care,
Gilbert

or this

Welcome script
Dear Gilbert,
We are glad to announce ITIL certification training course in your city.
I know you probably get a TON of emails so i'll keep this really short. I think you might find it interesting.
Do you know how IT Infrastructure is the most in demand profession!
Benefits of IT Infrastructure Library (ITIL):
1. ITIL is a top 15 money making certifications of 2016
2. 38% of IT Managers are certified in Service Companies
3. ITIL certified managers earn 17% more than peers
Attend our 2 day classroom training to become a ITIL certified.
Location: Boston, MA
Workshop Date: Oct. 25 -- 28, 2016 | Nov 12, 13 & Nov 19, 20 , 2016
Kindly get back to me if you have any queries, we would happy to help you.
Regards
Laura Jones
Training Manager
What NOT to do
No context: I have no clue
about ITIL (and no interest)
Language: It is impersonal (too
formal)

Build connections
Get emails of contacts

How to message new contacts
Get email for LinkedIn profile
https://www.linkedin.com/in/ashmaurya

Grabbing emails of all contacts
Export your connections to a CSV file
https://www.linkedin.com/people/export-settings

Introduction
Creative ways to
use cold emailing

How to message new contacts
Email message copy
Characteristics - don’t sell, give
Sequence + tools

Content marketing costs
62% less than traditional
marketing and generates
about 3 times as many leads
Source: https://www.demandmetric.com/content/content-marketing-infographic

80% of business decision
makers prefer to get
company information in a
series of articles versus an
advertisement
Source: http://b2bprblog.marxcommunications.com/b2bpr/top-b2b-pr-mistakes-to-avoid

75% of B2B buyers and 84%
of C-level or vice-president
level executives use social
media to make purchasing
decisions
Source: http://www.businesswire.com

People do business with
people that they know, like
and trust.

What are your target audiences?
Cultivating potential customers
Connecting with influencers
Finding new partners
Attract new investors
Sharing stories with the press

What are the steps?
Identify your targets (prospects)
Find contact information
Add to a CSV list
Create messaging sequence
Send personalized messages - drip campaigns
Track and evaluate
Optimize
Handle responses
Streamline the process

What are bad emails?
Are too sales-y
Are NOT targeted to the receiving person
Have generic impersonal message
Are viewed as spam
Get deleted

… and good emails?
Are conversational
Have context
Are brief, structured and specific
They end with a CTA, typically a question
They are relevant to the person

Do they pass the contextual test?
Hi Jane,
Your article on Medium link,
was right on target.
I think you covered all the
main causes why startups
fail…. I think the most
critical is ...
Wow…
She read my
article
Context
Purpose

I hear you asking: Is this scalable?
Do I have to write each
email manually?

Creative ways to
use cold emailing
Finding emails of people you
are not connected with - part I

Identifying prospects ....
When you don’t want to connect
Dux-Soup
******
******

Creative ways to
use cold emailing
are not connected with - part II

Finding emails
Approches:
Manual/semi automated
1. Guessing
2. Trying permutations
3. Searching in Google, Quora and Twitter, using certain
patterns
Advanced
Using chrome extensions, gmail extensions and apps

Finding emails - manual/semi automatic
Using patterns
1. firstinitial_lastname@company.com
2. firstname_lastname@company.com
3. firstname.lastname@company.com
4. etc.
Guessing
Verify
MailTester.com
Rapportive
Hubspot Sales

Hubspot has created a
Google Spreadsheet for this
Trying permutations
Verify
verifyemailaddress.org
verify-email.org
email-format
https://www.email-format.com/

site:xxxxxx.xxx "@gmail.com"
Using Google
Verify
MailTester.com
Rapportive
Hubspot Sales
verifyemailaddress.org
verify-email.org
site:contently.com forbes "@gmail.com"
-intitle:"profiles" -inurl:"dir/"
site:linkedin.com/in/ OR
site:linkedin.com/pub/"consultant"
"france" "@gmail.com"

Clearbit Connect
Rapportive

Creative ways to
use cold emailing
are not connected with - part III

Finding emails - advanced
Check my course:
Milking LinkedIn - Advanced
Lead Generation Strategies
for more info on this
Get it for only $49 (48% off) for limited time

Creative ways to
use cold emailing
Verifying the emails

Verifying prospects’ emails
When you send to invalid
emails they bounce.
And you can get blocked
In my course I tell you how to do it :)

Creative ways to
use cold emailing
Email sequences - The subject
line formula

Let’s start with some numbers...
People receive 126 business
emails/day1
The average open rate: 51.9%
The average reply rate: 29.8%.2
1
Email Statistics Report, 2015-2019 - THE RADICATI GROUP, INC
2
Email Subject Lines That Actually Work - Yesware

Less is more ...
Source: Email Subject Lines That Actually Work - Yesware
Subject line effectiveness decreases
with each additional word

Don’t ask a question on the subject line
Subject lines framed as questions get
fewer opens and replies

Don’t ask … “appropriate person”
Subject lines asking “are your the
appropriate person”

What about “quick question” or “quick request”
No, no, no

No, they don’t want to join a webinar
Subject line including an
invitation to an event

Urgent, exclusive… they don’t care
Subject line used to drive
exclusivity or incite urgency

What seems to work. Subject lines ...
“Fwd” emails Include a number
title vs. sentence
vs. lower case

Best practices for email subject lines
Add personalization
Describe your benefits
Use less words
Don’t trick your recipient
Shorter is better
Keep it real
Do your homework
Keep it relevant

Other tactics
Fear of missing out
Curiosity
Humor
Greed
Straightforward
Vanity
Ellipse at the end ...
Pain points

Some examples that just work
Apologies/Sorry
The audacity of
this email
Remember me?
Blatant Clickbait
Who expects an apology from a stranger?
Now you have a reason to apologise.
WTF. This is more offbeat. Relies on
curiosity
Humm...should I?
Then, you can apologise within the email
You are been honest and ironic
Credit: Jon Buchan

Creative ways to
use cold emailing
Pattern interrupt technique

What is your first goal when sending a cold email?
To get it read
And, what is the goal when the read
the first line?
To read the next one...

Use humor - best “pattern interrupt”
A pattern interrupt is a technique to
change a particular thought,
behavior or situation
A pattern interrupt is a way to change
a person’s state or strategy
Credit: Jon Buchan

Responses got by Jon
Source: http://brilliantdeviant.com/direct-response-copy/

Do you want to know how to
create cold emails that get
those results?
In my course I tell you how to do it :)

Cold emailing
The sequencing process

How to send outreach email sequences
Start sequence
(Gmail, Outlook)
Message
sequencing
(Gmail, Outlook)
Optin to
an email
list
Continue
messaging from
email platform
Unsubscribe
Stop messaging
sequence
(Gmail, Outlook)
yes
no
no
yes

Email sequences - Timing
Email 1Email
list
Email 2 Email 3
Email 2
B
version
Day 0 Day 3 Day 7
Day 3 Email 3
B
version
Day 7
A/B Test
A/B Test

Email sequences - Timing
Day Email
0 Intro message + value + CTA (provides more value)
3 More value + CTA (provides more value)
15 More value + CTA (meet?, call?)
... More value + CTA (meet?, call?) + offer
Typical Approach

Cold emailing: Tools
I cover the recommended tools in my course

Thanks!
You can get my online course HERE
With a 48% discount - for limited time only

How to exploit LinkedIn to systematically generate prospects and quality leads

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