marketing yourself & your business with linkedin · wrap-up on linkedin get started (it’s...
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Marketing Yourself & Your Business With
LinkedInJoseph G. Scott
VP & Creative Director,
Scott & Associates, Inc.
LinkedIn Statistics
• Started in 2002, Launched in 2003
• 4,500 members after 1st month
• 10/2016 – 467 million members in 200 countries; 128 million in US
• 72% of members are outside the US
• 2016 – projected searches: 6.2 billion – 16/member
• Average number of connections that CEO’s have: 930
• Most members “collect” connections & don’t use LinkedIn to grow their business
• I’ve been a member since 4/07 – 4,721 connections
• Probably the most underutilized social media platform that can do your business the most good
Why use LinkedIn?
• Prospecting• Least “noisy” channel – Inmail vs. email/phone
• List generation capabilities
• Awareness• People can find you (and you can see it)
• Credibility• People “checking you out”
• Research• Find “relevant” data to get in the door
How You Can Use LinkedInWhat to Do How
Generate Prospect Lists Advanced Search
Increase Credibility 100% Complete Profile
Pre-Call Research Dig into Prospect Profiles
Get/Give Endorsements Quid pro quo
Competitive Research Competitor Profiles
Engaged Clients/Prospects Groups – create or join, open or closed
Top of Mind with Clients/Prospects Status Updates
Drive Web Traffic Send Links in Content
Hiring LinkedIn Jobs, Candidate Profiles
Advanced Search – Prospect List(s)Hunter email finder
Advanced Search – Prospect List(s)
Pre-Call Research
A 100% Complete Profile
A 100% Complete Profile - Posting
• 1/3 – 1/3 – 1/3 Content Rule-of-Thumb
• 1/3 About Business, in general (Marketing, Social Media…)
• 1/3 About Your Business (We just got a new client, completed a project…)
• 1/3 Personal (Here’s a cool video of Luther Vandross “owning” an audience…)
• It’s up to you – what feels right?
A 100% Complete Profile
• Most overused adjective: Creative
• Most used adjective: Responsible
• If you have a profile picture, the chance someone will accept your invitation: 14X
• Source: expandedramblings.com
A 100% Complete Profile - Endorsements
100% Complete Profile - Certifications
A 100% Complete Profile - Projects
A 100% Complete Profile - Publications
A 100% Complete Profile - Recommendations
Is any Interest being Generated?
Steve Grady
VP Global
Marketing Cymbet
InMail Language – Those you don’t know
The LinkedIn Loop
Prospect (advanced
search)
Research (profiles)
Contact
(Connection Request or InMail)
Credibility
(Your Profile)
Review
(Users who viewed you)
Prioritizing – Easy to do and easy not to do
“Prospecting
(LinkedIn)”“Closing Sales”
“Distractions” “Interruptions”
High
Low
Low High
URGENCY
IMP
OR
TA
NC
E
Activity Log – Make sure it gets doneDate/Time LinkedIn Activity Description How did it go? Duration
Value
(H-M-L-0)4/30/16 Prospect for Presidents of 11 - 50 Got list done – 10 prospects 15 minutes High
Improving Your Sales Team’s Profile
• Have one of your admins look at each sales team member’s profile, note number of Connections and Groups
• Go through LinkedIn 100% Complete Profile check list
• Give each sales team member’s beginning profile to them
• Have the admin check weekly for progress
Effective LinkedIn Prospecting
100% Complete Profile
Professional profile picture (what your sales team members would wear on a
face-to-face sales call – even inside sales)
Make sure that the profile is as impressive as they are
Work history
Volunteer positions
Skills & Expertise
Company or personal business-related blog
Make it obvious: Why do I want you in my network?
Effective LinkedIn ProspectingADVANCED SEARCH PREP Rating Comments
1. My profile 100% complete, I know how to use Advanced Search and save my
prospect list
Yes
2. I have a complete understanding of who I want as new client. Yes
3. I have concise and value-packed Connection Request text Yes
DURING REVIEWING PROFILES & SENDING CONNECTION REQUESTS Rating Comments
4. I look for, and make note of, Shared Connections Yes
5. I look for, and note, common Groups Mostly
6. I look to see how many connections they have (100+ usually means that they
are somewhat active LinkedIn users who may see my Connection Request
Yes
7. I click-though to their web site and look for ways that I can be of value Mostly
8. I click-through and read their blog and follow them on twitter, if applicable Mostly
9. I modify my Connection Request text to make it as relevant as possible for
each person
Yes
WRAP UP Rating Comments
10. I am keeping track of my Connection Requests and have a follow-up plan Yes
PERSONAL REACTION Rating Comments
11. I feel that I followed the steps and, maybe, discovered some others Yes
12. I feel some of these potential connections will become clients Yes
13. This was a productive use of my time YES!!!!
Leveraging LinkedIn
• Business Cards
• eMail Signatures
• eBrochures and other Documents
• Social Media Profiles
• Web Sites
Why upgrade from a Free account
LinkedIn Advertising
• You can get your ad in front of people by selecting:• Geography
• Company size
• Title
• Line of business
• Company – if you want to expand your business within a particular account
Wrap-Up on LinkedIn
Get Started (It’s easy to do and not to do)
Get into a ROUTINE - Do a little bit each day
Divide large tasks, i.e., send a few requests/day
Set start and stop times each day so it gets done
I’ve sent out an average of 2 – 3 Connection Requests each day since 4/07, I have 4,721+ connections and generate most of our new business from those connections.
WHAT WILL YOU DO?
Contact Info
• Joseph G. Scott
• 612-839-3800
• Or, connect with me on LinkedIn