11 rules for generating demand on linkedin
TRANSCRIPT
11 Rules for Generating Demand on LinkedIn When You Have a High
Priced Solution and a Complex Sales Process
11 LinkedIn Rules with Kristina Jaramillo
Your LinkedIn Marketing Expert
Kristina JaramilloPartner [email protected]://linkedin.com/in/kristinajaramillohttp://JointheLinkedInMarketingDiscussion.com
11 LinkedIn Rules with Kristina Jaramillo - Rule #1
Rule 1: Start with a Strategy
11 LinkedIn Rules with Kristina Jaramillo - Rule #1
Strategy is the biggest difference between a sales and marketing leader who is regularly generating leads and sales opportunities and one that just has lots of connections and that’s it.
11 LinkedIn Rules with Kristina Jaramillo - Rule #2
Rule 2: Take a Customer-Centric, Rifle Approach When You Have a High-Priced Solution with a
Complex Buying Process
11 LinkedIn Rules with Kristina Jaramillo - Rule #2
Social Media Experts Like Jay Baer Are Suggesting That We Need to Take a Shotgun Approach to Get a Greater Reach….
11 LinkedIn Rules with Kristina Jaramillo - Rule #2
But to Be a Real Influencer on LinkedIn, You Must Think Beyond the Numbers
11 LinkedIn Rules with Kristina Jaramillo - Rule #2
This Is What Happens When You Take a Shotgun Approach…
11 LinkedIn Rules with Kristina Jaramillo - Rule #2
Reactions to the Shotgun Approach….
11 LinkedIn Rules with Kristina Jaramillo - Rule #3
Rule 3: Understand Your Audience
11 LinkedIn Rules with Kristina Jaramillo - Rule #3
Understanding Your Audience Means You Also Understand the Value Prospects and Influencers Want From You – This Means You Must Test Your Messaging!
11 LinkedIn Rules with Kristina Jaramillo - Rule #4
Rule 4: Go Beyond Brand Awareness
11 LinkedIn Rules with Kristina Jaramillo - Rule #4
Forrester Research Recently Mentioned That LinkedIn Should Primarily Be Used for Brand Awareness – Why They & Many Others Are Wrong
Your buyers are not on LinkedIn to engage with your brand.
B2B buyers on LinkedIn are looking for access to broader networks that can help them
LinkedIn is a buyer engagement tool not a brand engagement tool. When you actively engage with buyers and have a go-to-customer process in place that helps them solve problems and establishes trust - you will generate leads and sales opportunities.
http://www.marketingweek.com/2014/06/27/linkedin-falls-flat-on-consumer-engagement/
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
Rule 5: Optimize Your Profile for Lead Generation
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
Grab and retain the attention of prospects,
potential referral sources and influencers
with a LinkedIn profile that clearly
demonstrates your relevance and your
“value” to these key audiences.
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
Profile Examples:
Notice a strong headline that pulls key decision makers in…
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
11 LinkedIn Rules with Kristina Jaramillo - Rule #5
Directing Prospects to Clients Websites From the Profile
11 LinkedIn Rules with Kristina Jaramillo - Rule #6
Rule 6: Use Content (in Context) as the Backbone to Your LinkedIn Program
content
B2B companies that maintain blogs generate, on average, 67% more leads per month than non-blogging firms.
11 LinkedIn Rules with Kristina Jaramillo - Rule #6
AT&T gains $47M through a blog-centered social sales strategy
18MonthsLater
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
Rule 7: Stand Out with Content That Positions You as a Thought Leader
Provides more than “reminders” and shares solutions or new approaches others have not thought about
Takes a challenger sales and marketing approach
Puts a stake in the ground
Is forward thinking
Inside LI discussions groups provide standalone value –instead of acting as a newsfeed for your blog posts
It’s your own content – The 80% other people’s content, 20% your content rule should not apply to LinkedIn.
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
Was providing the same, old tips that other content marketing firms was providing. They were getting 0 LinkedIn shares, very little traffic from LinkedIn and no leads.
By providing unique content that offer new ideas, shares case studies and challenges the way technology marketing and sales enablement professionals create and use content – the firm increased traffic from LinkedIn by 300% and gained 10 new clients from LinkedIn (one client is worth more than $120,000 a year)
Content Marketing Firm
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
Challengers outperform all the other seller profiles - 40% of top performers are Challengers.
Challenger closes deals through an ability to lead, teach, and push the buyer. They challenge common practices, thoughts and approaches. They take control of the sales conversation, rather than reacting to the buyer’s agenda.
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
See the “Challenger” Content I’m Sharing on LinkedIn’s Content Platform
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
Resource Versus Thought Leader
80% other people’s content and 20% your own content is for Twitter and Facebook NOT LinkedIn.
Curated content should be used to support your positioning – but most of the content shared should be your own so you are the thought leader and not
just a resource.
11 LinkedIn Rules with Kristina Jaramillo - Rule #7
Example of a Forward Thinking Post That Gained 3000+ Views in Just Days
11 LinkedIn Rules with Kristina Jaramillo - Rule #8
Rule 8: Create Content for Different Stages of the Buying Cycle
11 LinkedIn Rules with Kristina Jaramillo - Rule #8
Since 60% or more of the buying decision is made before a prospect reaches out to sales – let your content do your consultative selling for you at each stage of the buying cycle.
11 LinkedIn Rules with Kristina Jaramillo - Rule #9
Rule 9: Integrate LinkedIn With Other Sales & Marketing Initiatives
B2B Marketers Are Using at Least 13 Different Tactics - LinkedIn Marketing Should Be Used Across the Board
18 LinkedIn Rules with Kristina Jaramillo - Rule #9
Profile Makeover to Showcase Thought Leadership
Relevant LinkedIn Discussions
Targeted LinkedIn Lead Generation Emails
Provocative Blog Content
Educational Videos
Slideshare Presentations
Follow Up LinkedIn Strategy & Ongoing Promotion
20% increase in webinar registrations
11 LinkedIn Rules with Kristina Jaramillo - Rule #9
Blog Posts
Webinars
Sponsored Content
Group Discussions
Educational Videos
Slideshare Presentations
More ebooks
Promotion by guest experts
At The Internet Summit in Raleigh, North Carolina – LinkedIn Revealed That They Saw a 10,000+ ROI From Their Ebook…..
11 LinkedIn Rules with Kristina Jaramillo - Rule #9
736 Group Members
75 to 200+ visits per week from LinkedIn
Very few leads and opportunities outside those that that said “yes” to an outreach message
…According to Dell’s Digital Marketing Director at the 2013 B2B Digital Conference 2013 in New York
Mid Market Professional Service Firm and Tech Company
Consequences of Not Integrating LinkedIn with Inbound Marketing & Other Initiatives
11 LinkedIn Rules with Kristina Jaramillo - Rule #10
Rule 10: Sustained Engagement Builds Relationships
Some of the business decision makers you connect with will have a problem that is severe enough that they want to take immediate action. Most won't be ready quite yet.
For many of them, they don’t realize that they have a problem that can be solved – and they need to be educated. You planted a seed when you invite them to connect and to join the group. You then have to educate prospects more with content inside your community. Prospects need to be nurtured more before they will be ready to act. Staying in touch is critical.
11 LinkedIn Rules with Kristina Jaramillo - Rule #10
17 Different Companies Have Reached Out to One of Our Marketing Firm Clients in the Last Year:
11 LinkedIn Rules with Kristina Jaramillo - Rule #11
Rule 11: Truly Commit to Getting New Business Using LinkedIn
If you’re only investing 15 to 30 minutes per day on LinkedIn, then mostly likely you have many connections on LinkedIn but very little leads and opportunities
11 LinkedIn Rules with Kristina Jaramillo
Watch Our 11 LinkedIn Rules Webinar
http://www.FreeLinkedInMarketingTraining.com/11rules
11 LinkedIn Rules with Kristina Jaramillo
Your LinkedIn Marketing Expert
Kristina JaramilloPartner [email protected]://linkedin.com/in/kristinajaramillohttp://JointheLinkedInMarketingDiscussion.com
11 LinkedIn Rules with Kristina Jaramillo
About GetLinkedInHelp.com & Kristina Jaramillo
We are passionate marketers focused on harnessing the power of the LinkedIn network to generate leads, develop prospects and establish thought leadership positions for our clients. We’ve been doing it since 2009 – using our proven process to produce amazing results.
Kristina Jaramillo (Founder of Get LinkedIn Help) is…
• New York Times Recognized Social Media Expert• Featured in LinkedIn’s Guide for Sophisticated Marketers• Published in publications like:
11 LinkedIn Rules with Kristina Jaramillo
Additional LinkedIn Marketing Resources
http://www.FreeLinkedInMarketingTraining.com/webinar
11 LinkedIn Rules with Kristina Jaramillo
Additional LinkedIn Marketing Resources
FREE LinkedIn Strategy Session – Up to 30 Minutes
• Get your LinkedIn Marketing Questions answered• See what needs to be changed, added or tweaked on your LinkedIn profile so you
have a positioning and marketing tool• Uncover the opportunities you’re missing to generate leads and develop client
relationships
Email: [email protected]