GETTING Marke&ng)Professional) o Employee' o Service'provider' - - PowerPoint PPT Presentation

6/27/15' 1'

With Mike O’Neil @MikeOneilRocks

Leveraging Fort Lead Generation

Credentials

GETTING READY

• Marke&ng)Professional)
• Employee'
• Service'provider'
• Business)Owner)
• Train)The)Trainer)

Workshop)“Point)of)View”)

6/27/15' 2'

• Trends)and)Strategy)
• LinkedIn)Basics)
• LinkedIn'and'Teams'
• Sales)and)Marke&ng)
• The'Sales'Point'of'View'
• The'Role'of'MarkeDng'
• Lead'GeneraDon'Strategies'and'TacDcs'
• Premium)Accounts)including)Sales)Navigator)

Today’s)Program)

• Specialized'sales'reps.'vs.'general'sales'reps.'
• Inside,'outside,'qualifier,'demonstrator,'web,'

channel,'sales'engineer,'closer,'upsells'

• Inside'sales'operaDons'growing'
• Outside'sales'shrinking'
• Causes'P'Digital'markeDng,'automated'lead'generaDon'

Sales)Trends)

• Online'products/services'–'SaaS,'Cloud,'managed'
• Online'demonstraDons,'Webinars'
• Automated'markeDng'
• Earned'(social)'vs.'paid'media'(PPC)'
• Laser'TargeDng'
• Big'Data'P'Business'intelligence'

Marke&ng)Trends)

• Recurring'Revenue'
• “Fremium”'
• Try'and'Buy'
• Package'with'compaDble'products'

New)Revenue)Models)

6/27/15' 3'

Corporate)) Social)Media)Strategy))))))))'

It)all)starts)with)a)…' No)Strategy)Means…)

1) Brand'Gaps' 2) Wasted'Resources' 3) Increased'Risk' 4) Missed'$ales'

A)Good)Strategy)will…)

1) Bring'It'All'Together' 2) Leverage'Resources' 3) Reduce'Workloads' 4) Increase'$ales'

Integrated)Strategy'

6/27/15' 4'

LinkedIn)P'Company'Page,'Groups,'PPC'Account' TwiKer)P'Accounts' Facebook'P'Pages,'PPC'Account' Other)PlaNorms)P'Current'and'OLD'

PlaNorms)and)Companies)

• 1. Log'into'each'pla^orm,'get'credenDals'
• 2. Gather'screenshots,'text'
• Copy/paste'into'Word'doc'
• 3. Analyze'which'to'keep,'which'to'shut'down'
• 4. Keepers'–'update'each'with'new'text,'visuals'

A)Social)Media)Inventory) A)Social)Media)Policy'

• Individual'acDons'reflect'on'the'company'
• List'of'do’s'and'don’ts'for'employees'
• Corporate'account'ownership'
• Authorized'corporate'users'
• Content'calendar'responsibiliDes'
• Problem'idenDficaDon,'escalaDon,'resoluDon'

Social)Media)Policy)Issues)

6/27/15' 5'

What)Could)Happen?' Mobilizing)Management'

Management) Marke&ng)

GeRng)‘em)On)Board'

Channel) Partners) Internal) Team) Natural) Leaders)

• FREE'Account'
• Premium'Accounts'(Pay)'
• Sales'Navigator'(Pay'more)'
• LinkedIn'Recruiter'(pay'the'most)'

*'Only'1'Account'per'person'

LinkedIn)Account)Types)

6/27/15' 6'

PART 1 BUILDING BLOCKS

1.0 What LinkedIn is about

Social)Media)–)More)B2C,)Broad)Audience) B2B,)Tech)Heavy)

) ) ) is)about…)

L) I N K E D I N)

6/27/15' 7'

INDIVIDUALS)

L) I N K E D I N)

How)They)Look) (The)Business)Suit))

and$

LinkedIn)is)about) The)Company)) How)it)Looks)

and$

LinkedIn)is)about) Who)Knows)Who) Who)They)Know)

and$

LinkedIn)is)about)

Business)Development) and$

LinkedIn)is)about)

6/27/15' 8'

Do’s'P'look'for'a'relaDonship,'think'long'term,' anDcipate'and'solve'their'problems' ' Don’ts'P'connect'&'sell,'reach'out'too'ogen'

The)Social)Approach)

• People'have'profiles,'companies'have'pages'
• 1'profile'per'person'
• Companies'can'have'mulDple'pages'–'1/domain'
• “Draconian”'rules'are'ogen'violated'
• Some'violaDons'have'major'consequences'
• “Taile'tale”'reporDng'and'Big'Data'monitoring'

Important)LinkedIn)“Rules”)

• First'BUILD'the'online'presence…'
• Crag'profiles,'company'page'
• Start'network'building'
• Then'USE'it'to…'
• Find'and'engage'others'on'LinkedIn'
• Message,'converse,'post,'comment'

“Build)It,)Use)It”)Methodology) Your)“Digital)Footprint”)

6/27/15' 9'

• Follows'you'everywhere'
• LinkedIn,'Twiier,'Facebook'
• Headshot,'logo,'text'
• Posts,'commentary,'content'
• Think'carefully…'

Digital)Footprint) For)Example…$

1.1 Home Page Tour

Home)Page)Tour)Naviga&on)

6/27/15' 10'

Home)Page)_)Main)Body)

Search) Profile) Network)

Methodology

• Engage'
• Market'
• Sell'
• Partner'
• Recruit'

“Scoring” 1.2 Individual LinkedIn Profiles

6/27/15' 11'

Purpose) Profile)Purpose)#1)

Keywords & Recommendations!

Profile)Purpose)#2) Profile)Purpose)#3)

6/27/15' 12'

Start)with)a…)

Strategy)

“Fit)In”)

With) Keywords)

Telephone,'Telecom,'TelecommunicaDons,'Telco…'

“Stand)Out”)

With)Style)

AAAPrated,'FirstPever'''RealPDme,'CloudPbased

A)Simple)Way)To)Stand)Out)

6/27/15' 13'

2006) 2011) 2015)

LinkedIn)Profile)InfoGuide)(4_page))

FAST)TRACK)))

• 1. Profile'exists,'has'picture?'
• 2. Updated'headline?'
• 3. Summary'exists?'
• 4. Summary'P'built'out'and'in'1st'person?'
• 5. Aiached'to'current'employer'company'page?'
• 6. Member'of'5'groups'or'more?'
• 7. 5'recommendaDons'or'more?

''

• 8. Submiied'at'least'1'update'in'last'week?'
• 9. 500+'connecDons?'
• 10. Contact'informaDon'P'phone,'ePmail?'

10)Point)Profile)Assessment)

Internal)team)P'carrots'and'sDcks' External/channel)team)P'carrots'

Adop&on)Incen&ves)

6/27/15' 14'

• Prepare/gather'text,'words,'phrases,'numbers'
• About'the'company'P'official,'created'
• About'you'P'professional,'personal'
• Customer'P'benefits'received'

Phrases,)Text)

• Create'in'Word'
• Copy/paste'
• MulDple'Browser'TABs'

Profile)Shortcut)

How)to) Build)a)Profile) Sec&on)By)Sec&on)

Edit)Profile)

6/27/15' 15'

• What'to'show…'
• Use'PowerPoint'or'other'program,'cut'out'
• Lay'it'out,'cut,'copy,'paste'then'TEST,'TEST,'TEST

''

LinkedIn)Header)Image) Photo) “Headline”) Summary)

• ConversaDonal'–'business'and'personal'
• Call'to'acDon'with'phone,'email'

6/27/15' 16'

• Image,'PPT,'SlideShare,'PDF'file,'video,'link'
• Video'link'–'YouTube,'Vimeo,'others'
• OpDmize'display'thumbnails,'capDons'
• A'short'welcome'video'from'you?'

Add)Rich)Media) Experience) For)Each)Posi&on…) Educa&on)

6/27/15' 17'

Lis&ng)Educa&on)

• More'than'College'
• Professional'Development'
• MarkeDng'Programs'

LinkedIn)Skills)

• SKILLS'get'endorsed'
• Up'to'50'on'your'profile'
• Controversial'
• Keywords,'phrases'that'describe'you'professionally'
• Used'by'LinkedIn'for'search'results'
• “Linked”'to'Endorsements'
• Others'prompted'to'endorse'you'

LinkedIn)Skills)

• Be'Endorsed'
• Endorse'Others'
• NoDficaDons'

Skills)&)Endorsements)SeRngs)

6/27/15' 18'

• Manage'
• Add/Change/Delete'
• Reorder'–'drag/drop'

Skills)&)Endorsements) ) Languages) Interests) Personal)Details)

6/27/15' 19'

How)to)be)contacted)

1.3 LinkedIn Profiles And Teams

Profiles)and)Teams)

• Serves'Brand'Ambassadors'
• Share'OpDmized'Text'
• Done'by'MarkeDng'Dept.'
• Template'shared'amongst'the'team'
• Model'ager'a'“proper”'profile'
• Company'writes/distributes'the'text'
• Top'down'walk'through'

A)Model)LinkedIn)Profile)

6/27/15' 20'

Contact)Informa&on) Web)Sites)

*Are)YOU)))))?)

How)to) AKach)to)the)) Company)Page)

6/27/15' 21'

“AKaching”)to)the) )))Company)Page)

Help)You)AKract)) Business)&)Talent)) and)Get)The)Word)Out)

Loaded with Keywords

Marke&ng)can)do)it’s)part)with)a…)

& Active with Updates

6/27/15' 22'

1.4 LinkedIn Visuals

1) DifferenDator'–'The'Hook' 2) Airact'&'Convert'Visitors' 3) Boost'Your'Credibility' 4) Part'of'a'“Bigger'Picture”'

Why)Visuals)MaKer)

Individuals)

• LinkedIn'Profile'Photo'
• LinkedIn'Profile'Header'Image'
• Rich'Media'–'Image,'PPT,'PDF,'Video'

Companies)

• Company'Logos'–'square,'wide'
• Company'Page'Image'
• Showcase'Page'Image'

LinkedIn)Visuals)

6/27/15' 23'

Visual)Design)Process)

• What'to'include'
• How'to'create'it'
• Professional'Layout'–'Illustrator,'Photoshop'
• PowerPoint'or'other'program,'cut'out'
• Lay'it'out,'cut,'copy,'paste'
• TEST,'TEST,'TEST

''

LinkedIn)Profile)Visuals)

Potholes$

LinkedIn)Showcase)Page)

6/27/15' 24'

Especially on Mobile

Test,)Test,)Test)

DEMO

1.5 LinkedIn Recommendations

• Others'tell'your'story'beier'than'you'
• Real'life'examples'of'you'in'acDon'
• ReputaDons'of'others'shine'on'you'
• Web'traffic'builder'

Reputa&on)Management) with)LinkedIn)Recommenda&ons)

6/27/15' 25'

• 1. Get'10+'recommendaDons'for'your'current'posiDon'
• Past/present'P'customers,'coPworkers,'partners'
• ExecuDves,'mgrs.,'coPworkers,'customers,'partners'
• 2. Get'5'recommendaDons'for'the'previous'2'posiDons'
• 3. Recommend'10'people'

Recommenda&on)Goals)

How)to) Get)Recommended)

• Drop'down'menu'from'your'own'profile'
• Ask'to'be'recommended'for'a'job'entry'

Reques&ng)Recommenda&ons)

• From'respected'individual'
• ExecuDve,'manager,'customer,'partner'
• Story'about'a'project,'with'numbers'
• Praise'for'a'job'well'done'
• 3P5'sentences'max.'

A)Good)Recommenda&on)

6/27/15' 26'

• Spread'them'out'amongst'jobs'
• Decide'which'recommendaDons'to'show'
• Not'all'are'good'enough'

Managing)Recommenda&ons)

• 1. A'friend'recommends'you'
• 2. EducaDon'recommendaDon'
• 3. CoPworker'recommends'you'
• 4. RecommendaDon'from'a'project'
• 5. Customer'recommendaDon'

Scoring)Recommenda&ons) (5'='Best)'

Manage))Recommenda&ons)

You)must)be)connected)to)recommend)

Recommending)Process)

6/27/15' 27'

Recommenda&on)text)

)

Message)to)recipient)

)

The)rela&onship)

Which)posi&ons)

Recommenda&on)Screen)

1.6 LinkedIn Company Pages

Company)Page) Company)) Web)Site)

Similari&es…) Company)Page)Elements)

6/27/15' 28'

Employees)) MUST)Show)Up)

• n)the))
• Learn'and'apply'to'OTHER'company'pages'
• Updates'P'from'the'company'
• Followers'P'click'to'see'who'is'following'
• Job'lisDngs'(if'applicable)'
• Showcase'pages'P'might'be'several'

Tour)Your)Own)Company)Page)

• Company'Data'–'See'More'
• Company'size,'address,'web'link'
• Employees'&'how'you'are'connected'

Examine)Another)Company)Page)

• What'are'they'talking'about?'
• Click'and'learn'
• Like,'comment,'share'(if'it'fits)'

Updates)

6/27/15' 29'

• See'posiDons'they'list'ON'LinkedIn'
• Tells'where'their'prioriDes'are'
• Note'where'the'jobs'are'(locaDon)'

Job)Lis&ngs)

1.7 LinkedIn Data and Network Architecture

• LinkedIn'3PDer'network'
• 1’s,'2’s,'3’s,'others,'group'members'
• Contacts'vs..'connecDons'
• Alumni'P'same'school'
• CoPworkers'P'same'company'(page)'

Data/Network)Architecture)

• LinkedIn'500+'
• LinkedIn'Open'Networker,'LION'
• IDK'P'I'Don’t'Know'

Network)Building)“Lingo”)

6/27/15' 30'

• Contacts'vs..'connecDons'
• The'differences'between'them'
• ImporDng'lists'

LinkedIn)Contacts)

1.8 LinkedIn Network Building

The)Right)Size)Network?) Ways)to)Build)Your)Network)

N E T W O R K)

6/27/15' 31'

Start)By)Invi&ng…)

People)you)“already)know”)

N E T W O R K)

Low)Hanging)Fruit)

That)means…)

Neighbors,)Church,)Alumni,)Rela&ves…)

Invite)People)Who)You…)

How)to) Invite)Others) To)Connect)

6/27/15' 32'

3)Quick)Steps)to)Invi&ng) Cran)Your)Invite)Message)

• How)they)may)know)or)remember)you)
• Reference'it,'reminisce

''

• Know)people)in)common?)
• Reference'&'flaier'the'3rd'party'
• Don’t)know)you?)
• State'the'benefit'to'THEM'for'connecDng'
• Signature'line'with'phone'number'

Invite)Example)

I'm)friends)with)the)founders)Larry)Reeves)and)Bob) Perkins)and)I've)presented)at)several)AA_ISP)events) (e.g.)Chicago)and)Minneapolis).)Let's)connect)up!) )

Mike)O'Neil) 720_897_8254)

• Send)a)thank)you)message)(Reply))
• U&lize)a)template)(Word))and)customize)it)
• Men&on)something)from)their)profile,)updates)

Aner)They)Accept)

6/27/15' 33'

• Be)very)careful,)might)invite)the)wrong)people)
• Sends)generic)message,)less)acceptance)
• 3,000)total)LinkedIn)invita&ons)granted)
• You)can)ask)for)more)

Bulk)Invi&ng)–)E_Mail)Contacts)

• Upload)a)list)
• Send)out)invites)
• PiNalls)_)generic)invites)are)sent)
• They)may)IDK)you)
• Invite)individually)with)custom)message?)

Bulk)Invi&ng)–)Lists)

• Pick'1'or'2'superPnetworkers'to'be'“gateways”'
• LION’s'
• Target'1,000'connecDons'in'1'year'
• Invite'customers,'prospects,'partners'
• Liberal'inviDng,'accepDng'invites'–'deep/wide'
• Use'a'network'building'service?'

Network)Building)Shortcuts)

• Tag)Individuals)
• Mul&ple)tags)each)
• Plan)your)tags )

))

• Partner,)friend,)associa&on,)customer,)

prospect,)loca&on)

Tagging)

6/27/15' 34'

• Tagging)exis&ng)connec&ons)
• Visit)their)profile)
• Tag)new)connec&ons)on)the)fly)

Tagging)Process)

DEMO

1.9 Searching on LinkedIn

Millions)go)in…) Hundreds)come)out…)

6/27/15' 35'

Searching'for…'

• Those'Can'Help'You'
• Those'You'Can'Help'
• InteresDng'folks'you'want'to'meet'

Scope)

• What)you)search)WITHIN$
• Your'LinkedIn'Network'(1’s,'2’s,'3’s,'Groups)'
• What)you)search)FOR$
• Names,'Companies,'Keywords,'LocaDons'

LinkedIn)Search)Types)

Complex,)Powerful) People,)Companies,)InBox)

6/27/15' 36'

How)to…) Search)for)Individuals,) Companies)and)Resources) Basic)Searching) Taking)Search)Further)

(“IT)Manager”)OR)“IT)Director”))AND)Healthcare) )

(“IT Manager” OR “IT Director”) AND Healthcare

Boolean)Searches)

6/27/15' 37'

Search)Results)

• Name)
• Company,)job)&tles,)schools)
• Loca&on,)industry)
• Rela&onship)(1,)2,)3…))

Advanced)Searches)_)Free)

• Company)size)
• Seniority)level)
• Fortune)level)(up)to)1000))
• Others)

Advanced)Searched)–)Premium))

• Add)2,)3,)4)or)more)criteria)(incl.)AND,)OK))
• Fit)results)to)your)viewing)limits)(100,)1,000))
• Map)your)targets)to)LinkedIn)
• Companies,)Industries,)Job)Titles,)Loca&on,)Keywords)

Layering)an)Advanced)Search)

6/27/15' 38'

• Premium)LinkedIn)account)feature)
• Shows)ini&al)matches)
• E_mails)NEW)matches)on)a)weekly)basis)
• Copy/Paste)the)URL)itself)

Saving)Searches)

• Search)by)Name)or)Keyword)
• Search)ALL)or)only)one)“Type”

))

• Inbound)messages)–)unarchived)
• Sent)messages)(Outbox))
• Archived)messages)
• Trash)_)deleted)messages)

Searching)Your)Inbox)

DEMO

PART 2 SALES & MARKETING

6/27/15' 39'

2.0 Engagement on LinkedIn

• Write'New'Message'
• See'Messages,'InMails'
• See'InvitaDons'
• Sent,'Archive,'Trash'
• Search'(name'or'keyword)'

LinkedIn)Inbox) Direct)Engagement))

CONNECTED)–'unlimited'communicaDons' NOT)CONNECTED)P'limits'

*) *) Not)Connected)

• InMail)*)
• Get)Introduced)
• Group)Message)

6/27/15' 40'

Who’s)Viewing)You)

• Reach'out'to'select'visitors'
• Thank'them'for'visiDng'
• Can'I'help'you?'

How)to) Reach)Out)to)Others)

From)Their)Profile)

• Creates'a'physical'relaDonship'
• Adds'to'you'network'
• Enables'unlimited'messaging'
• Text'Only'P'No'Links,'URL’s'or'EPMail'

Advantages)to)Invi&ng)

6/27/15' 41'

• Individual)messages,)customized,)no)limits)
• 1_to_1)messages)between)direct)connec&ons)
• Fellow)group)members)
• Can)include)URL’s)and)E_Mail)addresses)

Messaging)Individuals)

• Free)messaging)campaigns)
• Promote)content,)programs)
• Send)to)&er)1’s,)tagged)individuals)
• Send)up)to)50)at)a)&me)
• Same)message)to)each)

Bulk)Messaging)and)Campaigns)

• Premium)account)feature)
• Message)anyone)on)LinkedIn)directly)
• Limited)number)per)month,)carryover)

InMails) The)Indirect)Approach…)

6/27/15' 42'

!

GeRng)Introduced)

• Is)it)a)“worthy”)request?)
• Intro)to)you)or)to)someone)else?)
• Choose)to)accept/pass)or)not)(accept))
• Add)a)comment)

Processing)Introduc&on)Requests) Social)Engagement)

2.1 LinkedIn Groups

6/27/15' 43'

Why)Join)Groups) *) Groups)Examples)

2,000,000)Groups) Join)up)to)50)

ALPFA)LinkedIn)Group)

6/27/15' 44'

• Groups'are'gateways'
• Special'interest'user'forums'on'LinkedIn'
• Open'and'closed'groups'

LinkedIn)Groups)Overview)

• Meet'people,'connect'
• Join'in'conversaDons'–'business,'personal'
• Get'answers'to'problems,'referrals'
• Message'MOST'fellow'members'for'free'

LinkedIn)Groups)Ac&vity)

• Discussions'P'the'main'forum'
• Promo&ons)P'where'sales'and'markeDng'happens'
• Jobs)–'careers'are'centerpiece'
• Members'–'search,'filter,'send'messages'
• Search)P'search'on'content'with'keywords'

Groups)Menu)

6/27/15' 45'

• Age'of'the'group,'type'of'group,'#'of'members'
• Group'owner/manager,'group'profile'(bio)'
• Group'rules'(important)'group'staDsDcs'

Group)Details)

• Newest'Posts'and'YOUR'Posts'
• Discussions,'content'
• Discover'people'that'interest'you'
• Find,'Like,'Comment,'Share,'Invite'

Search)In)LinkedIn)Groups)

• The)people)that)interest)you)most)
• At)certain)companies)
• Decision)makers)(VP,)Director))
• Message)fellow)group)members)for)FREE)

Search)Group)Members)

How)to) Message)a) Group)Member)

6/27/15' 46'

Message)a)Group)Member)

• New'limits'–'15'messages'per'month'TOTAL'

2.2 How Sales Reps. Use LinkedIn Now

Sales)Reps)and)LinkedIn…) Call)Prepara&on)

6/27/15' 47'

Company)Page)

• Follow'
• Note'ConnecDons'
• Read'Updates'

Note)their)Loca&ons) LinkedIn)Profile)Examina&on)

• Summary)and)Current)employer)
• Interests))_)look)or)an)fit)or)an)“in”)
• Groups,)associa&ons)men&oned)
• Contact)informa&on))
• Visit)the)company)page)

Extra)Examina&on)

• View)their)recent)status)updates,)posts)
• Visit)the)web)site)and)other)links)
• Look)at)recent)tweets)(from)LinkedIn))
• Google)them)if)you)have)&me)

)

6/27/15' 48'

• Who)are)my)compe&tors?)
• Find)on)Google,)web)site,)social)media)
• Go)Incognito)on)LinkedIn)
• What)are)they)saying,)promo&ng?)
• What)ideas)can)I)borrow?)
• Sign)up)for)freebies)with)generic)email)address)

)

Compe&&ve)Research)

2.3 How Sales Reps. Can Find Leads

Finding)New)Business) New)Customer)Process)

• 1. LinkedIn)searches)
• 2. Researching)prospects)
• 3. Cran)message)based)on)research)
• 4. Engage)or)ask)for)referral)

6/27/15' 49'

Farming)New)Business)

• 1. Engage)your)exis&ng)contacts)
• 2. Map)out)other)divisions,)loca&ons)
• 3. Iden&fy)decision)makers)
• 4. Engage)and)refer)to)exis&ng)contact)
• 5. Sell)as)an)exis&ng)vendor)

People)Also)Viewed) See)Their)Network) Search)Their)Network)

6/27/15' 50'

• Old)contacts)go)to)new)companies)
• Quickly)cement)the)exis&ng)client)rela&onship)
• Create)new)rela&onship)with)new)company)
• LinkedIn)Network)Updates)show)these)changes)
• www.jobtrainingalerts.com)

Leads)from)Job)Changes)

• GeRng)an)Edge)at)a)target)company)
• Map)out)the)key)individuals)
• Become)friends)with)one)or)several)
• Onen)based)on)outside)personal)interests)
• Local)contacts)are)best)_)lunch,)beer)

The)Coach)Approach)

2.4 How to Meet New Partners

• Formal)partners)P'official'channel'partners,'agents'
• Informal)partners)P'lead'sharing,'references'
• Business)contacts)–'industry'people'you'know'

Partner)Types)

6/27/15' 51'

• Sells)to)the)same)customers)as)me?)
• Makes)products)that)package)well)with)mine?)
• Complementary)products)
• Part)of)the)food)chain)
• When)they)buy)my)stuff,)what)else)do)they)buy?)

Finding)Them)

Who…)

New)Partner)Process)

• 1. What)goes)well)with)what)I)sell?)
• 2. Who)provides)it?)
• 3. Find)a)coach)or)entry)point)
• 4. Iden&fy)DM’s)
• 5. Engage)and)refer)to)coach)

Partner)Example)_)Telecom)

I)sell)telecom)services,)it)goes)well)with:)

– Computer'system'integrators' – Phone'system'makers' – Independent'consultants' – Equipment'leasing'firms'

Partner)Example)–)Medical)SW)

I)sell)Medical)Sonware,)it)goes)well)with)

– Medical'Industry'Consultants' – Medical'Equipment' – Routers,'Internet'Security' – Programming'

6/27/15' 52'

Partner)Example)_)Reloca&on)

I)sell)reloca&on)services,)they)go)well)with:)

– Commercial'Real'Estate'Firms' – Office'Furniture'Firms'' – Corporate'Recruiters' – Mergers/AcquisiDons'Firms'

• 1. Consultants)
• 2. Computer)&)Network)Security)Industry))
• 3. Located)in)Minneapolis,)Minnesota)

Partner)Search))Example)

2.5 Events and Networking

PRE_EVENT)

Conferences)and)Events)

• Peruse)event)web)site)for)important)people)
• Reach)out)to)speakers,)hosts,)vendors)PRIOR)
• Message)or)invite)them)to)connect)
• Say)“I’m)looking)forward)to)mee&ng)you”)
• Join)the)LinkedIn)group)of)the)event)host)

6/27/15' 53'

• Look)through)the)event)materials)thoroughly)
• Select)your)ac&vi&es)carefully)
• Seek)out)the)social)hour)
• Meet)as)many)people)as)possible)
• Get)as)many)business)cards)as)possible)

Conferences)and)Events)

AT)EVENT)

• Follow)up)with)people)within)24)hours)
• Gather)the)business)cards,)invite)people)
• Custom)message,)men&on)the)event)
• Thank)the)event)organizers)
• Visit)the)organizers)LinkedIn)Group)
• Post)something)you)learned)from)the)event)

Conferences)and)Events)

POST)EVENT)

• Join)or)aKend)as)a)guest)
• AKend)their)events,)get)business)cards)
• Follow)up)aner)events,)invite)from)cards)
• Join)their)groups)

Professional)Associa&ons)

2.6 Mobile Applications

6/27/15' 54'

• Browser)Apps.)
• Apple)–)iPhone)and)iPad)
• Android)–)just)one)
• Different)func&onality)

LinkedIn)and)Mobile)Apps)

• Look)people)up,)like)at)an)event)
• Invite)people)–)custom)invita&on)
• See)what)people)are)saying)–)respond)
• Inbox)management)

LinkedIn)iPhone)Uses) iPhone)App)Home)Page)

• Who’s'Viewed'Your'Profile'
• Your'Recent'AcDvity'

Adding'ConnecDons' Message/Invite'Inbox' NoDficaDons'

Receive/Write)Messages)

6/27/15' 55'

• Very'Basic'FuncDonality'
• No'Advanced'Search'Capability'

iPhone)App)Search) Invi&ng)Someone)

• Find'them'
• Use'custom'Message'

'

GeRng)Social)

• NoDficaDons'
• What'people'are'up'to'

GeRng)MORE)Social)

• ParDcipate'
• Like,'Comment,'Share'

6/27/15' 56'

2.7 Messaging Campaigns

• Invita&on)Campaign)
• Connect'on'LinkedIn'
• Followed'by'Thank'You'Message'
• Messaging)Campaigns)
• A'LinkedIn'connecDon'
• An'OpenLink'Member'
• A'fellow'LinkedIn'group'member'
• An'InMail'(premium'accounts)'
• Introduc&on)Campaign)
• Between'2'of'your'connecDons'

Campaigns)Types)

• Like'InMails'for'Groups,'but'FREE'
• Find'them'
• Send'to'them'
• Only'15'per'month'

Messaging)Group)Members)

Individual)Messages)

• Send'from'their'profile,'from'a'list'
• Customize'the'message'
• Add'links,'email'address,'aiachment'
• Tag'the'individual'
• No'limits'

Connec&on)Message)Campaign)

6/27/15' 57'

Send)to)mul&ple,)segment)by…)

• Contacts'or'ConnecDons'
• Tag'
• LocaDon'
• Company'Name'

)

Mul&_Connec&on)Campaign) Mul&_Connec&on)Campaign)

• ConnecDons'
• Contacts'

Mul&_Connec&on)Campaign)

• Send'to'a'Single'Tag'
• Up'to'50'recipients'–'easy'
• 51+'recipients'P'harder''

Segmen&ng)by)Tag)

6/27/15' 58'

Mul&_Recipient)Process)

DEMO

2.8 Content and LinkedIn

6/27/15' 59'

• Make'incremental'updates'to'your'LinkedIn'profile'
• Write'status'updates,'share'content'from'others'
• Include'pictures,'URL’s'
• Post'in'LinkedIn'groups'
• Recommend/Endorse'others'on'LinkedIn'
• Follow'the'right'people'–'LinkedIn'and'Twiier'
• Like/comment'on'posts'and'comments'by'others'
• Visit'(view)'profiles'of'targets,'influencers,'others'

AKrac&ng)AKen&on/Visitors)

• Read'blogs,'LinkedIn'Pulse,'status'updates'–'comment'
• Subscribe'to'news'services'catering'to'your'customers'
• Fresh'feed'of'new'content,'verDcals'
• Find'audiencePspecific'content'to'share'
• Follow'in'LinkedIn,'Twiier'

Finding)Content)

• Share'relevant'content'with'prospects,'partners'
• Share'in'status'updates,'groups'

Sharing)Content)

• What'is'your'target'audience'most'interested'in?'
• What'isn’t'gewng'covered?'
• Who'can'you'interview'about'it?'
• Take'exisDng'informaDon'and'build'upon'it'
• Take'exisDng'stories'and'combine'them'into'one'
• Combine'things'to'make'something'new'

Create)Your)Own)Content)

6/27/15' 60'

• 300P700'words'avg.'
• SEO'P'keywords'in'Dtle,'1st'sentence,'1st'paragraph'
• Include'at'least'one'picture'(featured'image)'
• Simplify'the'image,'it'will'appear'small'
• Add'Alt'and'Title'tags'(if'possible)'
• Include'Links'*=(www.'or'hip://'or'behind'label)'
• Schedule'for'maximum'impact'
• Promote'with'Blog,'Twiier,'LinkedIn,'updates'

Content)Mechanics)

• 1. Marke&ng)posts)content)on)the)company)BLOG)
• 2. Short)version)shared)to)LinkedIn)Company)Page)
• Links'back'to'original'blog'post'
• 3. Employees)are)asked)to)share)Company)Page)post)
• Add'some'commentary'
• Appears'on'their'profile'

LinkedIn)Content)Distribu&on)

• No'scheduling'of'posts'to'Company'Page,'NONE'
• Users'schedule'status'updates'to'profiles'
• Only'via'3rd'parDes'like'Hootsuite,'HubSpot'
• Days'to'send'P'Tuesday'am,'Thursday'am,'Sunday'pm'
• Schedule'at'an'odd'Dme'
• e.g.'9:37am,'12:11pm,'4:49pm,'8:15pm'(Sunday)'

Scheduling)Posts)

• Individuals'write'posts'that'appear'on'their'profiles'
• Create'and'distribute'original'content'on'LinkedIn'
• PromoDng'your'blog'and'web'posts'
• Engage'those'who'like,'comment,'share'
• Can'be'saved'as'Drag,'but'not'Scheduled'

Become)a)LinkedIn)Publisher)

6/27/15' 61'

2.9 A Manageable User Routine

LinkedIn)Rou&ne)

R O U T) I N E)

User)Timetables)

Scan)News) &)Updates) InBox) InBox)) &)Groups) R O U T) I N E)

• Daily)Ac&on)Plan)(Rou&ne))
• Daily)Visits)to)Your)LinkedIn)InBox)
• Read)New)Messages)and)respond)
• Messages)needing)aKen&on)
• Accept)invita&ons,)send)thank)you)message)
• Forward)messages)(as)needed))

Rou&ne)User)Tasks)

6/27/15' 62'

• Who)has)viewed)your)profile,)reach)out)(if)warranted))
• Ac&vity)with)your)own)updates,)respond)
• Home)page)network)update)stream,)no&fica&ons)icon)
• Like,)comment)or)share)several)items)(1_3))
• Google)Alerts)

Daily)Places)for)Users)to)Look)

• Invite'5'people'to'connect'
• People'you'met'or'interfaced'with'today'
• People'from'your'past'
• People'that'were'suggested'to'you'

Other)User)Daily)Ac&ons)

• Visit)at)least)5)groups)–)Like,)Comment)
• Make)a)nominal)update)to)your)profile)
• Recommend)one)person)

User)Weekly)Ac&ons)

• Request)2)recommenda&ons)
• Make)2)recommenda&ons)
• Examine,)manage)Endorsements)(for)skills))

User)Monthly)Ac&ons)

6/27/15' 63'

How)We)Can)Help…)

• LinkedIn)Consul&ng)for)Companies)
• Marke&ng,)sales,)channels,)execu&ves))
• Corporate)Training))
• Corporate)rollouts)
• Workshop,)Webinars,)E_Learning)
• Lead)genera&on)services)
• Support)–)campaigns,)marke&ng,)end)users)

720_897_8254) Mike@SalesLeadAutoma&on.com)