David Malone spiega perfettamente come configurare, scrivere, leggere, interagire con il vostro profilo Linkedin - ritengo sia una guida di facilissima comprensione e soprattutto di notevole integrità di informazioni. Linkedin spesso non è conosciuto in profondità e viene catalogato come l'ennesimo mezzo Social in cui essere presenti. La percentuale di accessi e di tempo speso rispetto al più ludico Facebook, ad esempio, la dice lunga su come questo importantissimo mezzo di comunicazione per professionisti sia sottovalutato se non sconosciuto. Qui trovate il "perchè" ed il "come" utilizzare Linkedin in modo completo e strategicamente valido. Nel vostro percorso di webmarketing non fatevi mancare queste slide su Linkedin per ottimizzare la vostra strategia. Grazie a David Malone per questo ottimo documento.

1. LinkedIn for Sales & Acquisition
LinkedIn Accounts

2. Be Aware!
– Selling is moving in a new direction

3. 2013 LinkedIn Numbers
• Daily interactions - 15,000,000,000
• Searches - 5,000,000,000
• 200,000,000 users world wide
• 182,000 new members on a daily basis• 182,000 new members on a daily basis
• In Ireland – 680,000 registered users approx
Source factbrowser.com – as at 9/5/2013

4. More magic numbers
• 90% use the free account version
• 40% - Manager plus
• 79% of users are 35 years of age or older
• 44.2 years is average age of LinkedIn user• 44.2 years is average age of LinkedIn user
• 83% of B2B users use LinkedIn as primary
business networking site
• 35% access LinkedIn daily
Source factbrowser.com – as at 9/5/2013

5. Where is your sales world at?
What do you want to do
on LinkedIn?

6. Be
StrategicStrategic

7. What is your business objective for using LinkedIn?
Remote customers?
Visibility?Visibility?
Research?
Thought Leadership?
Inside Sales Process?

8. Must Understand where your offering best fits
Rifle
notnot
Machine Gun

9. You can’t be all things to all people!
• Clearly define target market
– 1. Vertical
– 2. Organisation type
– 3. Size– 3. Size
– 4.Function
– 5. Buyer type
• Understanding your stakeholders
– 1. Companies 2. Buyers - Executive / Technical / User

10. What is your value proposition?
Be Clear - if you don’t know why
people buy from you – how can
you position yourself on LinkedIn!

11. Be Informed

12. 1st Tier connections
• Can see full profile
• Can email
• Can recommend
• Can send messages (up to 50)• Can send messages (up to 50)
• Can tag
• Can search their 1st degree connections
• Make notes on their profile (in my account)

14. 2nd Tier connections
Example: Key word search to target someone
• Can see headline summary within profile
• Can’t see personal contact details
• Can send invite to connect – can’t sent a• Can send invite to connect – can’t sent a
message
• Can’t see their connections
• Can see summary of experience / company
website etc

16. 3rd Tier connections
Example: Key word search to target someone
• Can’t see full name
• Can see headline & high level summary
• Can’t send invite to connect• Can’t send invite to connect
• Can’t see connections
• Can’t see full profile (even background)
*** Fellow group members have same level of visibility as Tier 3

18. Your Profile
Be Noticed

19. STOP!!
• Think ..... Who are you writing the profile for?

20. Profile: Most common mistakes
• Blank profile
• No photo
• CV type summary
• List of job responsibilities ..• List of job responsibilities .. “I was sales team leader
for EMEA sales office managing 30 people with turnover of
600 million annually”
• Being overly self indulgent
• Sweet heart recommendations!

21. 1)
Professional
Headshot photo:
business clothing
3) The Summary:
• Restate the benefit of working with you
• Expand on what they get (Results / value)
2) Headline: Type of people you work with and
how they benefit / can benefit from your input
• Expand on what they get (Results / value)
• Testimonial / case study
• Evidence: Explain what / makes you different
• WIIFM: - Must have potential results included
• Call to action: link to presentation to website etc
• Consider sharing something personable

22. Be Creative
As a prospecting tool

23. Research & target
• Target
– 1st Tier
– 2nd
– Groups
• Search
– Names– Names
– Titles
• Look for (In their experience)
– Mutual contacts
– Previous clients
– Similarity
• Seek introductions
• Consider ‘In-mail’ – last resort

24. Target 2/3 per company
You can always move laterally
towards the correct buyer
regardless of which of the five
targets you initially meet with!targets you initially meet with!

25. Follow their
• Comments
• Groups
• And watch out for mutual contacts
• Answering of questions
• Create your own visibility in their groups -
post resources, articles and answer questions

26. 50 % of the decision to purchase
has been made before you meet

27. Tip
Invite them to connect withInvite them to connect with
you via LinkedIn once you
agree to meet

28. Be Active

29. Tip
It’s a good idea to follow
your sales targets on
LinkedIn and twitter inLinkedIn and twitter in
advance of ever speaking
with them.
- Comment on their activity if appropriate
- Be sincere

30. Develop relationships with
representative organizations
in that sector
A Professional body
OrOr
A trade association
(Example: If you sell to Retail - Retail Excellence Ireland)
(Example: If you sell to HR Managers - Chartered Institute of Personal Development –C.I.P.D.)

31. Leverage Client relationships – where
those clients are well networkedthose clients are well networked

32. How can you find out how well
networked they are?
• Check their LinkedIn account for your sales
targets
• Ask them who they know!• Ask them who they know!
• Remember, most of your clients (if they rate
you) will be delighted to introduce you to
their contacts – Just ask them!

33. Target & connect with
Complimentary Solution ProvidersComplimentary Solution Providers

34. A complimentary solution provider
Is a supplier who
Targets the same people you do
Is not the competition
Compliments your offeringCompliments your offering
Is well networked
Will share information
Will swop introductions

35. CSP’s
• For example, if you sell Security services to
Facility Directors - a CSP ,might be environmental
monitoring equipment providers
• Have 3/4 CSP’s on the go, meet , chat once a
month and swop two prospects with each one
each time you meet.

36. Thought Leadership & Blogging
• Shares ideas
• Writes articles
• Answers questions
• Share ideas• Share ideas
• Provides insight
• Anticipates new trends

37. Rules for blogging
• Be very clear who you want to find you
• Be clear on what you want to be known for
• Join groups where you already have credibility
• Join groups where you already have existing
relationshipsrelationships
• Don’t spam
• Give opinion … be original
• Show judgment
• Position re-posts
• No advertorial

38. Be Sales Process Driven

39. Integrate into sales process
• Make it a formal part of prospecting process
• Insist on identifying people not just target
companies
• Connect with existing clients• Connect with existing clients
• Make it part of follow up from networking events
• Measure the movement

40. -
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