A review of the Linkedin Mining and marketing capabilities

1. Digital Business Marketing
Linkedin Focus
• Gary D. Seale – MBA
• Founder and Principal
Trucon Sales
Consulting

2. Viable Product Target Market Marketing / Prospecting Tools?
Linkedin Database
Mine Names
Manually
Automation
Methods of
Contacting
Organically
Bold Approach
Build Trust
Engagement
Tools - Costs
Specific Methods
Auto Send Campaigns / White Papers
Newsletters / Social Media / Webinars
Phone w/Scripting/Videos/Case
Studies
Testimonials - References
Personal Meetings - Presentations
Training - Webinars
CRM Tool
Database
is Gold

3. Why Linkedin?
 It’s Free! *
 Depth and breath of the voluntary database – Millions worldwide
 Level of information available
 Search parameters – Prospecting and Visibility Tool
 Other services on one platform – Slide Share, Employment, Social
Media Advertising, Affinity Groups
 Way to break the ice with new prospects
 Individual and Company website

4. Target Market?
By Title? By Industry?
Other Demographics?
Industry – Mfg, IT, Software, Services, Retail
Geography – SMSA, Metro Area, State Division, State , Region
Size of Business by Gross Revenue
Size of Business by Number of Employees
Headquarters Location – Independent Business? Branch Location?
SIC Code, Zip Code
Individuals: Occupation, Title or by Company

6. First Step – Build a Database
Continuous process
Automation tools – Dux Soup, Leonard
Use Linkedin Filters
Use Sales Navigator Filters
Personal Examination
Manual inclusion
Excel file download

7. Linkedin – Initial Search Window
Options: People or Companies

9. Prospect Demographics – Linkedin Search

10. Example: Real Estate Broker Results- Austin TX Area - What NOW?!!!

11. Connection
Options:
1. Plain connect
request
2. Connect
request
w/comment
3. Ask for intro
from a
common
connection
4. Say Thanks for
connecting!
Unpaid Profile

12. Sales Navigator Profile

13. Linkedin Navigation – Your Account

14. Linkedin Paid Options - $65-$75 Month

15. Linkedin Premium Advantage
**Pursue Individuals Who Fit Your Prospect Profile and Viewed Your Profile

17. Sales Navigator Profile – Bottom of the Page

18. Allows for Personal Pursuit of Screened Prospects

19. Chrome Add on Dux-Soup
$15 a Month
For Volume Searches

21. Dux Soup Generated Excel file February 2018

22. Multiple
Options – Your
Choice!
• Organic Concept – They see your
search and reciprocate by searching
you – The dance begins – Labor
intensive
• Cart blanche – Put all the e-mails in a
blanket e-mail and send an intro –
Possible spamming issues
• Search names individually and send
personalized invitation to connect -
40% acceptance ratio is typical

23. Screening
Multiple Options
– Your Choice!
Grade for potential
Look at profile – Do they fit your
target market?
Use a business search tool.
Example Hoovers – Sales Genie -
$60 - $100 Month (More detail
available)
Manta is a free option
https://www.manta.com/business
Bloomberg is a free option for
grading your company prospect

24. Screening
Multiple
Options
Your Choice!
Review their website
Ask for survey response – Vendor
Constant Contact
Monitor your account for acceptances –
Send thanks for connecting note via
internal messenger – Send series of
Linkedin Messages - Add to your CRM

25. Marketing
Approach
Engage – Send offer for no charge service, white paper from
reputable source, training offer – Quality content is the key
component
Engage
Engage – Start a series of auto send (e-mails) messages of
value to the prospect – NOT a sales pitch – Key is great
content
Engage
Engage – Post content – questions into Linkedin affinity
groupsEngage
Engage – Be visible with constant posting, comments, share
and post videosEngage

26. Marketing
Approach
Start and maintain a blogging campaign – Recommendation: 3 Times
a week
Tool: Wordpress free or inexpensive site
Engage
Engage – Investigate Podcasts – After critical mass is reached Vendor:
GoTo MeetingEngage
Engage – Direct approach – Ask for phone or personal meetingEngage
Engage – Utilize landing pages to capture contact info and agreement
to be contacted electronicallyEngage
Marketing
Approach

28. Contact Information

30. Leonard Dashboard

31. Database
Creation
Options
• Download your Linkedin connections into
a Excel CSV spreadsheet and import them
into your CRM and e-mail system – (See
Linkedin help pull down) – Then use
selected contact methods….Very awkward
• E-mail Systems – Free, to charge by
number of names in Database - $65 to
$100 per month
• Constant Contact, Hoot Suite, CRM’s, Mail
Chimp,
• https://www.constantcontact.com/accoun
t-home
• https://mailchimp.com/
• Individually add them from Linkedin into
your database

32. CRM Screen Shot – Free - $400+, $5000+

33. Customer Relationship Management Tools
SalesForce.com
ACT CRM
https://www.hubspot.com/crm/
ZoHo

34. Newsletter Autosend Program

36. CC Allows for Tracking Individual Opens and Click Throughs

38. Maximum
Automation
System
Survey Survey tool - Asks for qualifying responses – (Constant
Contact)
Click Click throughs routed to a “Landing Page” (Essential
Benefits/Offer) with Link to a: (Constant Contact, WordPress)
Buy Buy Facebook or Linkedin ads – Charge per click (Be careful)
Develop Develop a demographic target market

39. Continued
Automation
System
Survey responses reviewed for possible
contact – Manual process
If YES – E-mail to auto schedule a phone
meeting
Phone meeting to further qualify the
prospect – 30-45 Minutes
1.)Engagement 2.) Follow up a Close List
3.) Referral Partner 4.) Not a Prospect

40. Automation Graphic
Defined
Demographic
Buy Pay Per Click Ads
Facebook – Linkedin
Google (Website Link)
Develop Landing Page
Opt In Page
Constant Contact
Survey
Constant
Contact
Optional
Personal Review
E-mail
to Talk
Automated
Calendar
Human
Conversation!
Engage
Delay
Referral
No Op
Multi-Touch Digital System

41. Survey Questions
Qualification Tool

42. Sample
Landing
Page

43. PR
Post
Linkedin

44. Know the Numbers – Close Rate
200 Aware (800 Ph calls)
80 Interested - Target
40 Consideration
30 Intent
20 Evaluation = Gold
5 Purchase = 25% Close
Rate

45. Source: Harvard Business Review – Frank Cespedes

46. 7.5
6.6 6.5
6.3 6.2 6.1 6 5.9 5.8 5.8
0
1
2
3
4
5
6
7
8
Marketing Impact
Series 1 Column1 Column2

47. Associated
Marketing
Efforts into
the Database
Develop a Core Group Networking Circle
5-8 People Who you can refer and they can
refer you
Networking – Three per week – Be consistent –
Have a tightly scripted elevator pitch – What
you deliver – How you do it Meetup.com /
Professional Organization Meetings
One to Ones – 2-4 a Week – Scheduling issue –
Time consumption – Have a Template / Plan

48. Other
Marketing
Efforts into
the Database
Phone Work – Block times and set a personal
quota – No auto dial systems – Call script for
intro 20 - 45 seconds
Video – Set up a U Tube channel – Post –
Embed – Website – Using iPhone, digital
movie camera, editing software – Vendor:
Wondershare 90 seconds to 2 1/2 minutes –
With subtitles
Webinar – Be a SME! Be or include a subject
matter expert

49. U Tube Channel
Shoot > Download > Edit > Label> Video Jp4 > Upload to U Tube > Copy
Paste URL into social media > e-mails > website
Provide relevant content, new information, “Ah ha” insights You
are the S.M.E. Site case studies, journal articles, books, etc.

50. Posting – Hoot Suite Automation Tool

51. Linkedin Group Participation

52. Start and Admin Your Own Linkedin Affinity Group

53. Linkedin Profile Recommendations

54. List Your Publications – Linked Back to the Source

55. Linkedin Slideshare: Allows for Easy Sharing and
Credibility

56. Have an Easily
Accessible Close
List
Short term 2-4
weeks out
Intermediate 5-8
Weeks out
Future 8 Weeks
Plus to 9 months
Long Term 10
Months Plus
Labeled in your
database with call
notes history
Color coded Excel
spreadsheet – all
visible in a
dashboard

58. Digital Marketing Summary
• Create Thorough Linkedin Profile
• Have a Differentiation Message
• Need Scripts for Petitions and
Messaging
• Develop a Campaign Plan
• Develop Specific Target Profile
• Search Linkedin – Petition
w/Msg (Possible Automation)
• Collect Connection Contact Info
(Possible Automation)
• Load Info into CRM and E-Mail
System Database (Possible
Automation)
• Post with Bold Graphics,
Insightful Info
• Send Newsletters, Links of
Revelent Information – Monitor
Open Rat

59. Digital Marketing Summary
• Be Non-Sales Oriented
• Publish Case Studies – White
Papers
• Record Videos and Publish via
Linkedin Posting, Your You Tube
Channel Promotion, Links on
Website and Newsletters
• Host Webinars
• Ask for personal meetings after
multiple touches
• ID and Join Groups that focus on
your market
• Establish a Separate Company
Page
• ID Specific Individuals to
Message Over a Given Time with
Multiple Unique Messages
“Ah – Ha” Insights
• Contact for Personal Meeting

60. Marketing Scorecard

61. Provider Links
• https://www.linkedin.com/feed/
• https://www.linkedin.com/sales?trk=d_flagship3_nav
• https://meetleonard.com/
• https://www.youtube.com/
• https://login.constantcontact.com/login/login
• https://www.slideshare.net/
• ttps://www.linkedin.com/groups/
• https://www.brainyquote.com/

62. Provider Links
• https://usp1-iis-04.hosted1.act.com
• https://www.linkedin.com/in/gdseale/detail/recent-activity/
• https://www.linkedin.com/mynetwork/
• https://images.google.com/?gws_rd=ssl
• https://www.salesgenie.com/Account/Logon
• https://hbr.org/ Harvard Business Review
• https://hootsuite.com
• https://www.rigzone.com/

63. Provider Links
• https://www.bizjournals.com/Houston
• https://en.wikipedia.org/wiki/Main_Page
• https://www.careerfitter.com/free_test/careerbuilder
• Webinars: Skype, GoToWebinar, Cisco Webx, Adobe Connect
• ***Business pages on Facebook, Linkedin, Twitter Account***

64. Automate Activity Tracking

65. Recommended
Reading List
The Speed of Trust, By Stephen M. R. Covey
Now Build a Great Business, By Mark Thompson and Brian Tracy
Now Discover Your Strengths, By Marcus Buckingham and Donald Clifton
Duct Tape Selling, John Jantsch
The 12 Week Year, By Brian Moran and Michael Lennington
The Power of Focus, By Jack Canfield, Mark Victor Hansen, Les Hewitt
Become Who You Were Born to Be, Brian Souza
Success God’s Way, By Charles Stanley
How the World Sees You, By Sally Hogshead
The One Thing, By Gary Keller and Jay Papasan
Business Principles From Proverbs By Gary D. Seale

66. Trucon Sales Consulting
www.truconbd.com 512-219-6677 Austin, TX