LinkedIn is a social network that was designed and built specifically for doing business. Learning how to leverage this important tool to grow your business is a must in the age of digital marketing.
5. We are going to cover…
• Who uses LinkedIn.
• How LinkedIn works.
• How to setup a LinkedIn profile.
• How to turn your profile into a self-service lead
generation tool.
• How to stimulate referrals.
• How to get the most out of LinkedIn.
6. Social media influences…
• Search engine results
• Consumer opinions
• Product popularity
• Perceived company reach and size
• (most importantly) sales
14. Personal profiles outline…
• Previous work experience
• Education
• Highlight online recommendations
• Links (e.g. to websites, blogs, etc)
• Applications
• Connections.
15. Company profiles outline…
• Overview of the company
• Statistics on the company
• Areas of expertise
• General contact details
• Specific products offered
• Feed from corporate Twitter account
16. LinkedIn Groups…
• Establish new business relationships
• Demonstrate your expertise
• Create interest in your offerings
• Stimulate leads.
44. Before adding an application, ask yourself…
• Does this provide information my target market
need/want?
• How does this resource encourage users to get in
contact with me?
If you can’t answer these questions,
…don’t add the application to your
profile.
52. To get you started, upload your Outlook contacts
…but, only upload contacts who will know who you are (to prevent confusion)
53. You can also manually create new connections
…by searching for people and clicking the “Add to your network” button.
54. You will be asked to indicate how your know them
…make sure you use the “personal note” field to jog their memory about you.
55. LinkedIn will also recommend connections
…based on who you already know and who they know.
56. Use LinkedIn to:
Stay top of mind with prospects and existing clients.
57. Some of the issues with staying in contact…
• On average, a prospect needs 5 interactions with
a sales rep, before they will purchase.
• Existing clients need contact every 90 days or
they may more to a competitor.
• Facilitating the above can be “time crippling” to a
sales rep (albeit essential).
• Sales reps tied up on the above can stunt the
growth of a business.
59. The newsfeed lets you keep an eye on your contacts
…allowing you to see who they connect to, what they’re up to, etc.
60. The same feed allows you to interact with contacts
…by posting updates & comments– keeping you top of mind.
61. Automatic update emails are sent to all users
…by posting updates, you will appear in these (keeping you top of mind).
62. Use LinkedIn to:
Generate leads, by establishing your credibility in an area of expertise.
63. How to build credibility on LinkedIn…
• Give to receive.
• Provide examples of work, in the form of white
papers, blog posts, charity work, etc.
• Demonstrating your expertise will reap a return.
• Post nothing and you’ll attract the same.
• Use groups to provide helpful hints & tips that set
you up as the “go to person” in your area.
64. Be a proactive contributor in LinkedIn groups
…this will expose you to new connections and establish your credibility.
65. Learn to craft good copy.
Because many struggle, it leaves room for your to “stand out” by doing it right.
66. 5 top tips for writing comments/posts…
• Don’t act any differently from how you do in “real
life” – make your online voice authentic.
• Write every comment so users can easily answer
the question:
“What’s in it for me, if I connect with this person?”
• Craft copy to highlight the “do’s and don'ts” of your
industry – people love this type of copy.
• Ask leading questions, rather than making lots of
statements.
• Learn the art of education and communication v
promotion
68. Some of the issues faced by sales people…
• Leads generated through “traditional” advertising
often attracts “price focused” buyers.
• Conversion rates on leads generated by cold calling
and “traditional” advertising are low (10% or less).
• Asking contacts who they know that needs your
services often yields little response - they don’t know
how to sell your products/services.
• You don’t know who your contacts know (unless
they review your hit list, or share their client list) –
making it hard to know who to chase for
referrals/introductions.
69. How LinkedIn solves these problems…
• You can see everyone that your contacts are
connected to, on LinkedIn.
• You can ask your contacts to introduce you to
specific people – taking the responsibility off them to
determine who needs your services.
• The conversion rate for leads generated by referrals
is never less than 50%.
• By actively using LinkedIn, you can ensure you have
an up-to-date “hit list” of people to get in front of that
your contacts can actually introduce/refer you to.
… the rest is up to your sales skills.
70. You can see your LinkedIn contacts connections
…up to three degrees of separation – helping you to request referrals.
72. Now you know…
• Who uses LinkedIn.
• How LinkedIn works.
• How to setup a LinkedIn profile.
• How to turn your profile into a self-service lead
generation tool.
• How to stimulate referrals.
• How to get the most out of LinkedIn.
73. Want to know more?
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