A look at the challenges for business owners using LinkedIn as part of their social media marketing and how to overcome them. Presentation originally given as part of en-ACT TV at the Peterborough Biscuit. Email info@dowsocial.com to give feedback

1. HOW TO USE LINKEDIN TO CONQUER YOUR
SALES FUNNEL
Build connections, take action and create fuel for your funnel
Presenter – Kristian Downer, Managing Director

2. Strictly confidential April 2016
About DowSocial
Our Background
Digital consultancy based in Peterborough with a strategic focus on the
implementation of digital technologies with SMEs to increase sales, monitor
operations and improve business processes.
Last year our clients were all on LinkedIn but few had generated notable business
from thousands of ‘connections’.
We took the time to find out why and came up with a now
battle-tested theory and processes to overcome the
problems

3. Strictly confidential April 2016
LinkedIn Challenges
3
The Challenges Of LinkedIn
• Everyone is ‘social’ but nobody is truly connected
• Oil without fire is just dead dinosaur sludge
• Nodody Wants To Be Sold To Everybody Wants To Buy
• Applying marketing concepts to evolving platforms

4. Strictly confidential April 2016
Dunbar’s Number
4
Everyone is ‘social’ but nobody is truly connected
• Dunbar’s number for meaningful connections
• Limit of 150 yet we all have hundreds if not thousands of connections
• Have to put processes in place to bring people into and out of this space

5. Strictly confidential April 2016
Dinosaur Sludge
5
Oil Without Fire Is Just Dead Dinosaur Sludge
• Connections, followers and email subscribers are fuel
• Few small businesses have processes to utilise this fuel
• The fuel is used differently by each business

6. Strictly confidential April 2016
Negative Selling
6
Nobody Wants To Be Sold To Everybody Wants To Buy
• Selling is seen as a negative activity, almost a ‘con’
• We must educate potential customers so they make the sale for us
• Education must be tailored and targeted
• LinkedIn can be used to break this barrier

7. Strictly confidential April 2016
Marketing Principles
7
Marketing Principles Applied To Dynamic Platforms
• LinkedIn is changing both as a tech platform and socially
• The tactics to engage our audience may alter but strategy stays the same
• Many unsure how to apply marketing principles to LinkedIn

8. Strictly confidential April 2016
Elements of LinkedIn
8
Understanding The Beast
• Each business will use differently
depending on their marketing strategy
• Most can use the platform for free
without advertising of premium and get
results
• Understanding each element in relation
to your business

9. Strictly confidential April 2016
LinkedIn Characteristics
9
Effective LinkedIn User Characteristics
• A profile correctly optimised to convert
• A plan on what to post, when and why
• Knowledge on who to connect with and how to find them
• System to follow up with connections & bring into their sales process

10. Strictly confidential April 2016
Daily Steps
10
Daily Steps on LinkedIn
Step 1 - Get Involved
• Post daily
• Share, like and comment on others
Step 2 – Build Targeted Connections
• Send 3 personalised connection requests per day
Step 3 – Follow Up
• Know what you want to achieve
• Send new connections new message

11. Strictly confidential April 2016
Giveaway
11
Free LinkedIn Profile Review
• Via Skype
• Give me a business card to claim or email info@dowsocial.com