This short presentation gives you 5 steps for successfully implementing LinkedIn for Business2Business marketing, complete with 7+ case studies of companies that have created business on LinkedIn.

1. “A Masterclass
5 Steps
to Guarantee Success,
in less than
an hour a week”
Andrew Wilks

2. LinkedIn
• Business, not ‘social’
• Online networking
• 3m+ users in the UK...100m+ in 200
countries
• Growing fast...95K NEW users per month
• Average user = 41yrs old, with 15 years
experience

3. Why use LinkedIn?
• Research your prospects
• Find additional networking
opportunities (Groups/Events)
• Raise your profile
(Branding works)

4. Why use LinkedIn?
• Demonstrate your capabilities
• Reassure potential clients
• Identify and make contact with new
prospects

5. 5 Steps to Generate Leads
Step 1 …Build your profile
• Picture – Make sure people can see your face clearly
• Headline (both lines – what you do/how people benefit)
• Use all three website links (replace them with meaningful phrases)
• Change your public profile
• Link with Twitter
• Use the Apps to add PowerPoint and Video (plus Wordpress for blogs, Amazon
book list etc.)
• Include keywords that people might use to search for what you do

8. Content is informal,
personal, identifies
the triggers, & the
benefits, plus a ‘Call
to Action’

9. Examples of how to use video
James Potter – The LinkedIn Man
- Just video of James talking to camera
http://slidesha.re/iBfTBx
Mark Williams – Mr LinkedIn
- PowerPoint presentation style , with some photos

12. Case Study
Bryony Thomas, of Clear Thought
Contacted by someone who had searched for
‘marketing strategy’ within 20 miles of Bath. They
clicked on the website link in their profile, viewed
their website and then called her. They pitched
and won a 12-month contract.

13. 5 Steps to Generate Leads
Step 2 … Get connected
• As many as possible vs those you know, like and
trust
• Use the tools to start with your existing contacts
• Add as you go along (eg after networking)
• Use Outlook tool (Look in Tools at the bottom)
• Fellow Group members

14. Connecting etiquette
Start with their first
name, then add a
personal comment,
referring to any
connection you have
in common and if
there is a specific
reason, why they
should link with you.

15. Case Study
Adam Blackie, Interim IT Manager
By connecting with many agency people and
contributing to discussions in IT related groups he
secured a full year’s worth of work and now he has
agencies ringing him, rather than him doing the
chasing.
(Peaks of activity on Mon am, Wed and Fri pm)

16. Case Study
Andrew Fielding – UK Ground Works
Just connected with previous contacts, who saw
what he was doing and two contacted him
immediately with offers of work, one of which was
substantial.

17. 5 Steps to Generate Leads
Step 3… Recommendations
– Ask your past colleagues
– Ask previous clients
– Current clients
– Event delegates
– Networking contacts

20. 5 Steps to Generate Leads
Step 4 … Join Groups
• Find groups where your customers are
• Send & respond to discussion topics
• NB. Golden Rule: NEVER sell overtly
• Set up a group(s) for the people you want to
mix with and then invite people to join (work at
this, and encourage members to invite others, until you get
100+ members)

22. Case Study
John Stevens, Fleet Risk Profiler.com
Created a Group for his target customers
“Fleet Risk Management”, which now has 200
Members. Through this group he has established
distribution for his software in South America and
been invited to speak at events in America.

23. Case Study
Lawson Noble, CitySync.co.uk
“I was paying £800 per 3D model of certain
vehicles for our vehicle recognition s/w project. I
joined some 3D design & animation groups &
found several very helpful people. I ended up
finding a really good company (Spline Motion) who
supplied my test models at $200 - saving me
thousands!

24. Case Study
Patrick Nash, ConnectAssist
According to Bryony Thomas, Patrick created a
paper and then by taking part in Group discussions
and doing updates got 80 people to download his
paper. He then set up an event for Charity Chief
Execs and had 10 CEOs from major charities
attending.

25. Case Study
• Needed credible names in
her industry to attract
funding.
• Joined 6 groups, posted in
discussions
• 40 replies
• 8 excellent contacts
• Ex Giorgio Armani MD &
current Kelkoo Marketing
Director are now on her
board!
• Now using LinkedIn to find
VC partners.

26. 5 Steps to Generate Leads
Step 5 ... Search for individuals &
companies
• Upgrade to Business Account (< £16/month)
• See who’s viewed your profile, See 300 profiles, See full profiles, go
Open Linked, Get Profile Stats
• By name
• By company
• By Job Title
• By keywords (eg trade association members)

27. Case Studies
Jim Rathbone, Rathbone Results
• They first identified the target market e.g. Managing Directors, Security
Market, £1m – 10m t/o, 11-200 employees, private companies. They also
targeted specific keywords – Electronic Security, CCTV, Access Control etc.
Geography – 25 miles around WD postcode.
• This yielded 14 contacts.
• Then they researched them further via companies house, with the
following results:
– 2 eliminated as too profitable
– 2 Dormant
– 2 poor balance sheet
– 1 liquidation

28. This left them with 5 contacts that Jim Rathbone followed up with a phone call
• 4 connected
• 2 are now good clients of Rathbone
• 2 opportunities are still open
The timescale from campaign to customer was approx. 3 months

29. Business Development Case Study
• $2 million + turnover
International Trading
company
• Uses LinkedIn as
primary source of new
business
• 75% of business
comes through
LinkedIn

30. Case Study
December 2010 LinkedIn helped us to £1bn in sales says DCS
Distribution service DCS Europe, which recently announced it had
broken the £1bn sales barrier, has revealed to Insider that £1m of its
business was made through social networking site LinkedIn. Denys
Short, chief executive of the Stratford-upon-Avon-based company, said
“I would say we had made around £1m from customers we have looked
for on LinkedIn.
Many businesses have no idea how profitable it can be. We had a list
of 300 or so potential customers which we wanted to target, and
searching for them on LinkedIn proved to be hugely successful.”

31. More Tips
• Set up and attend Events
• Contribute to Questions & Answers
• Don’t have a rigid policy
• If it’s not working, but people are visiting
your profile …revamp your profile.

32. Case Study
Carl French, Replico
Carl posted an event he was running at the IoD in Pall Mall, on
franchising and he had such a good response that he didn’t need to
promote the event anywhere else! He made a point of informing people
not only through updates, but also through many of the 50 groups that
he belongs to.

33. How to fit it all in
• Try doing a little each day
• Try allocating an hour once a week at a
fixed time
• How do people here do it?

34. Summary
5 Steps to Success
1. Make your profile work
2. Get connected
3. Get recommendations
4. Participate in Groups
5. Don’t be passive –Take ACTION!
a. Search
b. Events
c. Q&A

35. Need help taking your business
to another level?
• Buy one of my Lead Generation Seminar
CDs (Available at the back, normally £19.99, today just £10)
• For 1:1 support, get in touch via
www.parkerwilks.co.uk or 01727 370077

36. Other Resources
• Help with creating the perfect profile
http://promotetoperform.com/linkedin-perfect-profile/
• LinkedIn Training for groups
– Mark Williams – Mr LinkedIn
– James Potter – The LinkedIn Man
• Talks on the power of LinkedIn
– Andrew Wilks - 07870155137

37. Thank you!
For support with your marketing
Or for someone inspiring to talk to a group
Contact Andrew Wilks
0845 330 6448
07870 155137
andrew@parkerwilks.co.uk
www.parkerwilks.co.uk