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

6/27/15' Credentials Leveraging Fort Lead Generation With Mike O’Neil @MikeOneilRocks Workshop)“Point)of)View”) GETTING Marke&ng)Professional) • o Employee' o Service'provider' READY • Business)Owner) Train)The)Trainer) • 1'

6/27/15' Today’s)Program) Sales)Trends) • Trends)and)Strategy) • Specialized'sales'reps.'vs.'general'sales'reps.' • LinkedIn)Basics) o Inside,'outside,'qualifier,'demonstrator,'web,' o LinkedIn'and'Teams' channel,'sales'engineer,'closer,'upsells' • Sales)and)Marke&ng) • Inside'sales'operaDons'growing' o The'Sales'Point'of'View' • Outside'sales'shrinking' o The'Role'of'MarkeDng' o Lead'GeneraDon'Strategies'and'TacDcs' • Causes'P'Digital'markeDng,'automated'lead'generaDon' • Premium)Accounts)including)Sales)Navigator) Marke&ng)Trends) New)Revenue)Models) • Online'products/services'–'SaaS,'Cloud,'managed' • Online'demonstraDons,'Webinars' • Recurring'Revenue' • Automated'markeDng' • “Fremium”' • Earned'(social)'vs.'paid'media'(PPC)' • Try'and'Buy' • Laser'TargeDng' • Package'with'compaDble'products' o Big'Data'P'Business'intelligence' 2'

6/27/15' No)Strategy)Means…) It)all)starts)with)a)… ' 1) Brand'Gaps' Corporate)) 2) Wasted'Resources' 3) Increased'Risk' Social)Media)Strategy)))))))) ' 4) Missed'$ales' A)Good)Strategy)will…) Integrated)Strategy ' 1) Bring'It'All'Together' 2) Leverage'Resources' 3) Reduce'Workloads' 4) Increase'$ales' 3'

6/27/15' PlaNorms)and)Companies) A)Social)Media)Inventory) 1. Log'into'each'pla^orm,'get'credenDals' LinkedIn) P'Company'Page,'Groups,'PPC'Account' TwiKer) P'Accounts' 2. Gather'screenshots,'text' o Copy/paste'into'Word'doc' Facebook 'P'Pages,'PPC'Account' Other)PlaNorms) P'Current'and'OLD' 3. Analyze'which'to'keep,'which'to'shut'down' 4. Keepers'–'update'each'with'new'text,'visuals' Social)Media)Policy)Issues) 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' 4'

6/27/15' What)Could)Happen? ' Mobilizing)Management ' Marke&ng) Management) GeRng)‘em)On)Board ' LinkedIn)Account)Types) • FREE'Account' • Premium'Accounts'(Pay)' • Sales'Navigator'(Pay'more)' Internal) Channel) Natural) • LinkedIn'Recruiter'(pay'the'most)' Team) Partners) Leaders) *'Only'1'Account'per'person' 5'

6/27/15' PART 1 1.0 BUILDING What LinkedIn is about BLOCKS ) L) I N ) K E B2B,)Tech)Heavy) ) D I N) is)about…) Social)Media)–)More)B2C,)Broad)Audience) 6'

6/27/15' LinkedIn)is)about) LinkedIn)is)about) L) I N K E INDIVIDUALS) The)Company)) D I and$ and$ N) How)They)Look) How)it)Looks) (The)Business)Suit)) LinkedIn)is)about) LinkedIn)is)about) Who)Knows)Who) and$ Who)They)Know) and$ Business)Development) 7'

6/27/15' The)Social)Approach) Important)LinkedIn)“Rules”) • People'have'profiles,'companies'have'pages' Do’s 'P'look'for'a'relaDonship,'think'long'term,' • 1'profile'per'person' anDcipate'and'solve'their'problems' • Companies'can'have'mulDple'pages'–'1/domain' ' • “Draconian”'rules'are'ogen'violated' Don’ts 'P'connect'&'sell,'reach'out'too'ogen' • Some'violaDons'have'major'consequences' • “Taile'tale”'reporDng'and'Big'Data'monitoring' “Build)It,)Use)It”)Methodology) Your)“Digital)Footprint”) • First'BUILD'the'online'presence…' o Crag'profiles,'company'page' o Start'network'building' • Then'USE'it'to…' o Find'and'engage'others'on'LinkedIn' o Message,'converse,'post,'comment' 8'

6/27/15' Digital)Footprint) For)Example… $ • Follows'you'everywhere' • LinkedIn,'Twiier,'Facebook' • Headshot,'logo,'text' • Posts,'commentary,'content' • Think'carefully…' Home)Page)Tour)Naviga&on) 1.1 Home Page Tour 9'

6/27/15' Home)Page)_)Main)Body) Methodology Network) Profile) Search) “Scoring” 1.2 • Engage' • Market' Individual • Sell' • Partner' LinkedIn Profiles • Recruit' 10'

6/27/15' Profile)Purpose)#1) Purpose) Profile)Purpose)#3) Profile)Purpose)#2) Keywords & Recommendations! 11'

6/27/15' Start)with)a…) “Fit)In”) With) Keywords) Strategy) Telephone,'Telecom,'TelecommunicaDons,'Telco…' A)Simple)Way)To)Stand)Out) “Stand)Out”) With)Style) AAAPrated,'FirstPever'' � 'RealPDme,'CloudPbased 12'

6/27/15' LinkedIn)Profile)InfoGuide)(4_page)) 2011) 2015) � FAST)TRACK) � )) 2006) 10)Point)Profile)Assessment) Adop&on)Incen&ves) 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?' Internal)team) P'carrots'and'sDcks' 6. Member'of'5'groups'or'more?' External/channel)team) P'carrots' 7. 5'recommendaDons'or'more? '' 8. Submiied'at'least'1'update'in'last'week?' 9. 500+'connecDons?' 10. Contact'informaDon'P'phone,'ePmail?' 13'

6/27/15' Profile)Shortcut) Phrases,)Text) • Create'in'Word' • Prepare/gather'text,'words,'phrases,'numbers' • Copy/paste' • About'the'company'P'official,'created' • About'you'P'professional,'personal' • MulDple'Browser'TABs' • Customer'P'benefits'received' Edit)Profile) How)to) Build)a)Profile) Sec&on)By)Sec&on) 14'

6/27/15' Photo) LinkedIn)Header)Image) • What'to'show…' • Use'PowerPoint'or'other'program,'cut'out' • Lay'it'out,'cut,'copy,'paste'then'TEST,'TEST,'TEST '' “Headline”) Summary) • ConversaDonal'–'business'and'personal' • Call'to'acDon'with'phone,'email' 15'

6/27/15' Add)Rich)Media) Experience) • Image,'PPT,'SlideShare,'PDF'file,'video,'link' • Video'link'–'YouTube,'Vimeo,'others' • OpDmize'display'thumbnails,'capDons' • A'short'welcome'video'from'you?' For)Each)Posi&on…) Educa&on) 16'

6/27/15' LinkedIn)Skills) Lis&ng)Educa&on) • More'than'College' • Professional'Development' • SKILLS'get'endorsed' • MarkeDng'Programs' • Up'to'50'on'your'profile' • Controversial' LinkedIn)Skills) Skills)&)Endorsements)SeRngs) • Be'Endorsed' • Keywords,'phrases'that'describe'you'professionally' • Endorse'Others' • Used'by'LinkedIn'for'search'results' • NoDficaDons' • “Linked”'to'Endorsements' • Others'prompted'to'endorse'you' 17'

6/27/15' Skills)&)Endorsements) Languages) ) • Manage' • Add/Change/Delete' • Reorder'–'drag/drop' Interests) Personal)Details) 18'

6/27/15' How)to)be)contacted) 1.3 LinkedIn Profiles And Teams Profiles)and)Teams) A)Model)LinkedIn)Profile) • Template'shared'amongst'the'team' • Model'ager'a'“proper”'profile' • Company'writes/distributes'the'text' • Serves'Brand'Ambassadors' • Top'down'walk'through' • Share'OpDmized'Text' • Done'by'MarkeDng'Dept.' 19'

6/27/15' Contact)Informa&on) Web)Sites) How)to) AKach)to)the)) *Are)YOU)))))?) Company)Page) 20'

6/27/15' “AKaching”)to)the) )))Company)Page) Marke&ng)can)do)it’s)part)with)a…) Help)You)AKract)) Business)&)Talent)) Loaded with Keywords and )Get)The)Word)Out) & Active with Updates 21'

6/27/15' Why)Visuals)MaKer) 1.4 1) DifferenDator'–'The'Hook' LinkedIn Visuals 2) Airact'&'Convert'Visitors' 3) Boost'Your'Credibility' 4) Part'of'a'“Bigger'Picture”' LinkedIn)Visuals) 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' 22'

6/27/15' Visual)Design)Process) LinkedIn)Profile)Visuals) • What'to'include' • How'to'create'it' o Professional'Layout'–'Illustrator,'Photoshop' o PowerPoint'or'other'program,'cut'out' • Lay'it'out,'cut,'copy,'paste' • TEST,'TEST,'TEST '' Potholes $ LinkedIn)Showcase)Page) 23'

6/27/15' Test,)Test,)Test) Especially on Mobile DEMO Reputa&on)Management) with)LinkedIn)Recommenda&ons) 1.5 LinkedIn • Others'tell'your'story'beier'than'you' • Real'life'examples'of'you'in'acDon' Recommendations • ReputaDons'of'others'shine'on'you' • Web'traffic'builder' 24'

6/27/15' Recommenda&on)Goals) How)to) 1. Get'10+'recommendaDons'for'your'current'posiDon' Get)Recommended) o Past/present'P'customers,'coPworkers,'partners' o ExecuDves,'mgrs.,'coPworkers,'customers,'partners' 2. Get'5'recommendaDons'for'the'previous'2'posiDons' 3. Recommend'10'people' A)Good)Recommenda&on) Reques&ng)Recommenda&ons) • From' respected 'individual' o ExecuDve,'manager,'customer,'partner' • Story'about'a'project,'with'numbers' • Drop'down'menu'from'your'own'profile' o Praise'for'a'job'well'done' • Ask'to'be'recommended'for'a'job'entry' • 3P5'sentences'max.' 25'

6/27/15' Managing)Recommenda&ons) Scoring)Recommenda&ons) (5'='Best)' 1. A'friend'recommends'you' • Spread'them'out'amongst'jobs' 2. EducaDon'recommendaDon' • Decide'which'recommendaDons'to'show' 3. CoPworker'recommends'you' o Not'all'are'good'enough' 4. RecommendaDon'from'a'project' 5. Customer'recommendaDon' Manage))Recommenda&ons) Recommending)Process) You)must)be)connected)to)recommend) 26'

6/27/15' Recommenda&on)Screen) 1.6 Recommenda&on)text) ) LinkedIn Message)to)recipient) ) Company Pages The)rela&onship) ) Which)posi&ons) Similari&es…) Company)Page)Elements) Company)) Company)Page) Web)Site) 27'