Lead nurturing is a crucial part of your marketing and sales success. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales life cycle.
9. 6
Ways
to
Use
LinkedIn
1. Awareness
① Create
a
professional
presence
a) Action:
Highlight
the
accomplishments
you’ve
helped
customers
obtain.
Emphasize
specialties,
knowledge,
or
vertical
industry
expertise.
Keep
it
up
to
date.
Consider
adding
multimedia,
videos,
slides,
and
links
to
your
blog.
2. Make
Connections
① Connect
with
existing
clients,
use
their
profiles
to
identify
potential
contacts
a) Action:
Use
the
“request
introduction”
feature
on
LinkedIn
to
connect
with
potential
prospects.
Leverage
search
functions
to
explore
titles
and
positions.
Find
multiple
points
of
entry
to
organizations.
10. Example
–
Jim
Bourke
Partner
in
charge
of
internal
technology
at
WithumSmith+Brown.
Frequent
speaker
on
CPA
Firm
technologies.
Author
on
articles
related
to
CPA
Firm
technologies.
Member
of
AICPA.
Member
of
NJSCPA.
Member
of
AICPA
Council
and
Current
Member
of
the
AICPA
Board
of
Directors.
Current
Chair
of
the
AICPA
Tech+
Conference,
Past-‐Chair
of
AICPA
CITP
Credential
Committee.
Past
President
of
the
NJSCPA.
Licensed
CPA
in
NJ,
NY
and
NC.
Specialties:
CPA,
CFF,
Technology,
Internal
Technology,
IT,
CGMA,
IFRS,
SOC1,
SOC2,
SOC3
11. 6
Ways
to
Use
LinkedIn
3. Research
① Increase
common
ground
a) Action:
Monitor
connections’
status
updates,
activity,
e.g.,
blog
posts,
group
discussions,
queries,
etc.,
to
uncover
their
pain
points
and
business
problems
they
are
trying
to
solve.
4. Prospect
Lists
Video
① Use
the
Search
function
to
generate
“saved
search”
lists,
including
by
geography,
industry,
title,
etc.
a) Action:
Use
the
search
functionality.
The
free
version
allows
3
saved
searches,
while
the
paid
version
allows
for
more.
12. 6
Ways
to
Use
LinkedIn
5. Recommendations
&
Endorsements
① Trusted
Advisor
Status
a) Action:
Complete
your
profile
to
list
expertise
and
specialties.
Encourage
clients
to
endorse
you
for
those
services
by
including
your
LinkedIn
profile
link
in
all
email
signatures
and
communications.
6. Participate
① Join
groups,
answer
questions,
post
updates.
a) Action:
Deliver
insights
that
are
helpful
to
the
sales
cycle.
Post
whitepapers,
offer
links,
post
and
answer
questions,
demonstrate
industry
knowledge.