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Tina Clark and Gregg Dinino
for Sales Results
Tina ClarkManager, Digital & Social Media
Gregg DininoDirector of PR
Agenda
3
TIME TOPIC
9:00 Introductions
9:15LinkedIn 101Profile Optimization - Bringing Leads to YouGroups
10:00 WORKSHOP: Groups: identifying groups to connect with prospects
10:30 Break
10:45Smart Searching - Build your network and identify prospectsPremium Accounts –Options and value for sales3 ways to engage prospects & build relationships
11:30Assignment + follow up timing informationAssignment 1: Optimize your profileAssignment 2: Identify 10 potential prospects
11:45 General Q&A & discussion
LinkedIn 101
What is LinkedIn?
No, it’s like Facebook for business people.
322Million Users
35%Access Site Daily
2.1Million Groups
2.8Million Company Pages
200Countries
Why LinkedIn for Sales?
39%Series141%
41%Generate Business with LinkedIn
39%Pay for Premium
More Business Elite
459K Business Elite visit LinkedIn monthly
202K Business Elite visit LinkedIn daily
Elements for Successfully Using LinkedIn
• Profile• Multi-media• Endorsements• Publishing• Groups
Profile Optimization
Fill in All Information
Be as detailed as possibleUse relevant keywordsInclude full contact info
12
Update frequently – ~1x/mo - notifications put you on connections’ radar
Customize your vanity URL Add media (photos/docs) to your experience
TIPS
Add a Professional Photo
Post a professional headshotUse a close cropped view
13
BE THIS ROB LOWE NOT THIS ONE OR THIS ONE
11xM O R E L I K E L YT O B E V I E W E DW I T H A P H O T O
Craft a Headline
Craft your headline to be a mini value propositionSay WHAT you are, WHO you help and HOW you can help themUse active words and keywords
14
Be mindful of 120 character limit In edit mode: look at "Show examples" and
"See what others in your industry are using” TIPS
Write Summary with Buyer in Mind
Keep it short, engaging, and focused on successesUse keywords that your buyers might search forTell a story in natural language to capture attention of your ideal buyerClose with a concise call-to-actionInclude a “company sales” paragraph consistent across the sales force
15
List skills to allow connections to “endorse” youReciprocate: endorse others to grow your endorsementsKeep your skills tree pruned
6
Utilize Skills Endorsements
Editing Your Profile
Now We’re Talkin’
Personal Business
participate & create
boost thought leadership
meet colleagues
grow connections
grow leads
connect with customers
recruit new talent
conduct market research
connect with employees
expand your network
talk to your current network
find job opportunities
Be a part of the community, engage Stay focused and relevant Don’t promote – help, inform and ask questionsTI
PS
Groups
Option: Moderator
Groups
Types of Groups
CLOSED
• Discussions are only viewable by members of that group
OPEN
• Discussions are visible to all LinkedIn visitors and indexed for search
Groups Categories
Job related – ex: SalesSector – ex: industrial manufacturingGeographicAlumniBrain food: to help you develop your skills
Review the “Groups You May Like” Suggestions From LinkedIn
Get group ideas by looking at profiles of influential people in your industry & their group list
TIP
Finding Groups
Search by keyword in menu barBrowse connections’ groups
Finding Groups
Posting to Groups
Publish best content to on-topic groupsCheck for clicks and comments and respondFollow group guidelines on spam and self-promotion
Cannot add photos/videos directly, but featured image will be pulled in automatically
Post links to content from one of your publications or your own when relevant to the group
TIPS
Messaging Group Members
Send a message to a group member without being connectedClick the “Send message” link under the member's name. (note: this link will appear only if the member's settings allow them to be contacted by other group members)
Workshop: GROUPS
Workshop: GROUPS
Identify and join five groups relevant to your interests (personal and professional)Be prepared to share a group and it’s value to you
Smart SearchingBuild your network and identify prospects
Building Your Network
Search people by company or titleLook for secondary connectionsUse manual search for namesRequest an introductionAsk for referrals
Making LinkedIn Part of Your Routine
Daily or WeeklyConnect with people you’ve metCheck connections’ connectionsSee who’s viewed your profile
Identifying Prospects
Use Search to find the right decision maker at the right company.
Look for pride points, stats, or common groups or interests you can reference to make your message more relevant.
Look at the connections that you and the prospect might share and use those connections to your advantage.
3 Ways to Engage Prospects & Build Relationships
InMail
Reach anyone on LinkedIn, no introduction or contact info requiredProfessional, credible outreach - with your LinkedIn profile attachedAvailable with Premium accounts
Make Part of Daily Routine & InteractCongratulate connectionsEndorse connectionsView profilesCommentLike content & share relevant contentAsk best clients for testimonialsMake part of daily routineAdd icon/link to your email signatureReview suggested people to connect with & build your network
Provide Thought Leadership
Post educational contentUse LinkedIn PublisherComment in groups and on postsShare relevant articles
64%O F B 2 B B U Y E R S
A P P R E C I A T E H E A R I N G
F R O M S A L E S P E O P L E
LinkedIn Publisher
Extend the reach of your contentLook for the pencilPosts at least 3 paragraphsHeadlines : Clear beats cleverPromote content on LinkedIn AND elsewhere Use images, video, presentations, and documents for supportKeywords count
Premium Accounts
Premium Account Options
For Job Seekers LinkedInPremium
For Sales Professionals
For Recruiters
LinkedIn Premium
See expanded profilesMore search filters and resultsUp to 25 InMail messages per monthUp to 25 introduction requests
LinkedIn Premium
LinkedIn Sales Navigator
An enhanced experience for sales professionalsFind and target prospects more quicklyGet insights on people and companiesPersonalized recommendations on new leads
‒ Integrates with SalesForce‒ Mobile app available‒ Starts at $79.99 /month ‒ Team pricing available
Assignments: go to the group, join, see assignment, pick a date
Assignments
Optimize your profileJoin 10 groupsAdd 20 connectionsFollow-up conferencecall to review
Questions?