Converting Prospects on LinkedIn with Melonie Dodaro. Summary Handout

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1 Introduction Converting Prospects on LinkedIn with Melonie Dodaro Summary Handout LinkedIn is a powerful lead generation tool when used properly. In a study of more than 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate 277% higher than Twitter and Facebook. However, anybody that s had any experience with using LinkedIn probably knows that most people are using this tool poorly and ineffectively. Just having a LinkedIn profile is not enough. You need to have a strategy and a specific outreach plan to effectively reach your target audience. This Execution Plan offers tips and strategies on how you can create a lead generation plan, an outreach plan that enables you to go out and use LinkedIn as a powerful prospecting tool instead of just relying on business to come to you. 4 Essential Steps to Lead Generation: 1. Prospecting: Use LinkedIn s resources such as Advanced Search, Groups, Saved Searches and others to help you find ideal prospects. 2. Making First Contact: Send out a personalized LinkedIn connection request to targeted prospects. 3. Building Relationships: Accepting and sending connection requests is not enough. 4. Taking the Relationship to the Next Level: The real magic happens when you move the relationship offline (or at least outside of LinkedIn) Gandia Communications, Inc. Please do not copy or distribute. 1

2 Prospecting Prospecting is simply finding those ideal clients, the specific target audience that you're looking for to grow your business. Linked in has a number of ways that make this much easier for you. Advanced Search: There are many things that you can find when you use LinkedIn Advanced Search. You can tailor your search by location, industry, keywords, titles, groups and more. Saved Searches: Once you find the right searches, you can save those searches. Basically, LinkedIn is finding leads for you based on the criteria you ve created for yourself. LinkedIn will even send you a weekly notification with a list of new results for your Saved Searches. Grow Your Network: In order to actually use LinkedIn as a prospecting tool, it's important that you grow your network, because LinkedIn only allows you to find people who are part of your first, second or third degree network or who are a member of the same group. So if you're doing a search for your ideal prospects, you're only going to pull up current connections in those search results, the people who are part of your network. That s why growing and expanding your network becomes really important. Each time you connect with a new person, all their first level connections become your second and third level connections. Depending on the size of their network, your connections will increase exponentially. So you want to be connecting with people on a regular basis. When you re starting out, a basic rule of thumb is that if you can find a reason not to connect with them, then don't. Otherwise accept. Groups: LinkedIn groups are very valuable in terms of expanding your network. Besides your first-, second- and third-degree contacts, you ll be able to find members of the groups you belong to. Make sure that you're selecting groups based on your target audience. It s OK to join some marketing groups and copywriting groups to stay up-todate on what's going on in the industry, but the vast majority of the groups that you join should be groups in your target audience. You don't want to only join groups where the majority of members are your colleagues, your peers and your competitors. You want to join groups where your ideal clients are hanging out Gandia Communications, Inc. Please do not copy or distribute. 2

3 Making First Contact When making your initial prospecting contact on LinkedIn, it's a good idea to do so from your desktop or laptop computer rather than a mobile device or tablet. It s more challenging to personalize connection request using the LinkedIn apps and you want to avoid making the mistake of hitting the connect button and sending the default message. You can create your own message template that you can use over and over again and just be sure to always customize. Building Relationships Once you've sent a connection request and it s been accepted, you want to initiate conversation. This not the time to pitch your services. Instead, you want to build that relationship first. One of the things that you can do to build that relationship is to provide something of value. Basically, you re following the best practices of Warm Prospecting. So, for example, if you've got a handy checklist or a white paper or a really great article that would be of value to that prospect, that s going to resonate with them. Send that to them with a brief message. You also want to complement your relationship building efforts on LinkedIn with other social networks such as Twitter. Taking the Relationship to the Next Level The next step is to move the relationship offline. At the end of the day, relationships only really truly develop offline. Offline can be a phone call, a Skype call or perhaps even an in-person meeting, if you re doing business in your local community. It's a great idea if you get the chance to meet somebody in person, but the real point is to be moving these conversations offline because it's there that you can start to really ask some questions and find out what problems and challenges they're facing in their business. Then you can introduce how you might be able to help them and really position yourself. You can't position your services until you truly know what your prospects problems are. In order to really move these conversations forward, to move that person from a prospect to a client, that relationship has to be moved offline (or at least outside of LinkedIn), especially when you're selling a high-end service Gandia Communications, Inc. Please do not copy or distribute. 3

4 The Four-Step Cycle for Building Connections In a nutshell, this is the four-step cycle that you would go through in order to do build your LinkedIn connections: 1. You initially send that connection request. Keep it simple, just a couple of sentences. 2. After they accept, send a welcome message providing something that would be of value to them (think lead nurturing, which we covered in the How to Stain in Touch with Prospects Who Aren t Ready to Hire You execution plan). 3. Follow up in one week. Do the exact same thing with a different valuable resource. At this stage, you can still share your own articles and information in order to build your authority and credibility. Find out if they have any questions. Try to open a dialogue. 4. The last step is sending a message to move the conversation offline. As an example, you might offer them a complimentary consult or critique of some part of their business marketing copy. If nothing happens, if you get no response whatsoever, maintain a keep-in-touch strategy (again, think lead nurturing ). Follow up in one to three months, sending them relevant resources. You want to stay top-of-mind with them. In fact, LinkedIn has a way to set up tags and reminders and to add notes that make it easy to follow up with prospects. How to Create a LinkedIn Lead Generation Campaign In order to get the most out of LinkedIn, you have to decide how much time you are willing to spend on the platform daily. Are you just starting out? In growth mode? Are you at capacity and just want to maintain a steady flow of leads? Use your answers to guide your decision. Obviously, this is going to change throughout the year based on your needs. It s important to commit to a certain amount of time each day. It doesn t matter if it s as little as 10 minutes, as long as you commit and you have a specific routine that you follow. There are a few things you need to have in place before you can actually start your lead generation campaign on LinkedIn: 1. A complete, professional and search-optimized LinkedIn profile. Your LinkedIn profile is an essential part of your personal brand. It's how you're representing yourself online, so make it great Gandia Communications, Inc. Please do not copy or distribute. 4

5 2. A minimum of three to five recommendations on your profile. One quick way to accomplish this is to ask happy clients to post their compliments. When you receive a glowing , give them the link to post this as an endorsement in LinkedIn and ask them to simply copy and paste what they wrote. Make it easy for them. 3. Join the LinkedIn Groups where your target market hangs out. You need to join some groups so you can expand your network and find relevant prospects. Daily and Weekly LinkedIn Lead Generation Activities Lead generation activities you need to do on LinkedIn: 1. First and foremost is prospecting. How many prospects will you approach? How hungry are you for business? How much do you want to grow your business? That's going to be up to you, so you choose the number and make that part of a daily routine. 2. Reply to messages. As you're sending messages, people will be replying. So make sure that you are addressing those, just like you would with . Make sure you're not leaving people waiting for weeks for your response. 3. Welcome your new connections. Whether it s people who have accepted your connection requests or those who have sent you a connection request, send a welcome message. You want to thank them for accepting or connecting and include something of value in your message. 4. Post status updates. You want to stay top of mind with prospects by posting valuable content in your status update that your target audience would be interested in. That way you're providing value on an ongoing basis to your target market. This is easy to do and only takes about a minute. You can even plan these out for a week at a time using scheduling software like HootSuite or Sprout Social. How to Further Improve Engagement on Status Updates There are a couple of things you can do that will make a difference in terms of getting people to actually engage: Ask a question. Give your perspective (why should people read an article you re sharing?) Keep it short, 1-2 sentences Gandia Communications, Inc. Please do not copy or distribute. 5

6 Tag your connections when it's appropriate. By sharing other people's articles, you further create opportunity to build relationships with those creating the content. Pay close attention to people who share your content and reciprocate as appropriate, sharing their content in return. Make it easy to digest. Use images, quotes and graphics to grab attention. Daily Find 5 to 10 prospects Reply to messages Welcome new connections Post status updates Weekly Send hot prospects valuable content Post articles on LinkedIn Publisher Send relationship building messages Consistency is key! The Value of Your Network If you don t know your numbers, you can t measure your success. Melonie has created a downloadable ROI calculator to help you plan your prospecting strategy: Results will vary, of course, based a number of factors. But this gives you a better way to see what a certain level of activity (and different success rates) could yield for you in terms of new clients and increased revenue. You can download the ROI Calculator here: LinkedInROICalculator.com 2016 Gandia Communications, Inc. Please do not copy or distribute. 6

7 Keep in mind that there is no one-size-fits-all approach to marketing. Factors include: goals, clients, industry, budget, time and resources. How to Use LinkedIn s Built-In CRM Functionality to Stay Organized LinkedIn offers an easy way to keep tabs on your prospects with a built-in CRM tool. When you go to any of your connections profiles, you can access the Relationship tab to create and manage tags, set up reminders and add notes about the connection/prospect. Question and Answer Session Free vs Premium account: which way should you go? o The free account is more than adequate for most people o The advantages of a Premium account include: You can see everyone who s viewed your profile in the last 90 days You get additional advanced search functionality No commercial search limit o Wait until the need arises to upgrade o You can try a paid plan for free for 30 days, but go with the lowest level plan How do you make connection requests without sounding like everyone else? o Don t use LinkedIn s default connection request o Keep it simple o Tell them why you are connecting o Give them a reason why they should connect with you o Don t sell when trying to connect How do you reach out to a profile viewer without being creepy? o Click on their profile (NOT the Connect button) o Check if they are a potential prospect o Send a personalized connection request that is short, has a reason to connect and why you re connecting o DON T mention that you saw that they viewed your profile I don t have a blog, should I publish on Pulse instead? o You can start blogging on LinkedIn, but your website should be your online hub. o Utilize LinkedIn Publisher to drive traffic back to your own blog and/or website 2016 Gandia Communications, Inc. Please do not copy or distribute. 7

8 How do you get people to move from LinkedIn to your website? o Add links to your site within your article o Add a relevant call to action o Make your lead magnet offer part of your LinkedIn article Will Google flag duplicate content on LinkedIn? o There is no issue o Always post on your own blog site first for the Google index, then post to LinkedIn Tips on how to get recommendations rather than endorsements on LinkedIn? o Recommendations are a powerful form of social proof o When you get a complimentary , ask for the recommendation o Follow up with clients to find out their results and ask them to post a recommendation o Make it easy for your clients by giving them the link to be able to post the recommendation and suggest they copy and paste what s already written o Only ask for recommendations from those who can truly endorse you for tangible specifics Tips for writing a top-notch profile Use an attention-grabbing headline. o Whom you help o What you help them with Use this Summary Section formula o Credibility Paragraph Highlight who you are Position yourself Position your experience o Identify your ideal client Who you work with Their problem Your solution Call to Action 2016 Gandia Communications, Inc. Please do not copy or distribute. 8

9 LinkedIn ProFinder LinkedIn ProFinder is still in beta. It s a way for LinkedIn to help connect people who are looking for freelance talent to qualified service professionals. It s too soon to know for sure how you can best leverage this tool. However, your prospects are still going to come from your proactive use of LinkedIn. ProFinder is not a substitute for proactive prospecting. Don't use it as a crutch. To make the most out of ProFinder, it s essential you have a top-notch LinkedIn profile. If people are using ProFinder to find a copywriter, they are going to go to your profile. So make sure that it resonates that with your ideal client and their problems/needs, that it s well-written, and that you have solid recommendations. Because ProFinder shows the service provider s LinkedIn activity, as well as their profile, having your articles posted to LinkedIn Publisher helps positions you as an authority. It appears that ProFinder is vetting people on both ends: the client as well as the service provider. So it seems like LinkedIn is working hard to ensure that that the right connections are made Gandia Communications, Inc. Please do not copy or distribute. 9

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