O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

How to exploit LinkedIn to systematically generate prospects and quality leads

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Próximos SlideShares
Talent Attraction 101
Talent Attraction 101
Carregando em…3
×

Confira estes a seguir

1 de 144 Anúncio

How to exploit LinkedIn to systematically generate prospects and quality leads

Baixar para ler offline

You know the drill: No prospects - No sales - No business.

It's time to change that. Now you have the opportunity to get targeted leads and prospects investing only a few minutes every day working with a proven system that will create a continuous flow of potential customers.

Do you suffer from a lack of consistent leads that keeps you from scaling your business?

You are not alone!

Prospecting is hard and salespeople and others in charge of selling B2B products or services probably don't have either the knowledge and/or the time to experiment with different potential approaches, methodologies, and tools to get better results.

You know the drill: No prospects - No sales - No business.

It's time to change that. Now you have the opportunity to get targeted leads and prospects investing only a few minutes every day working with a proven system that will create a continuous flow of potential customers.

Do you suffer from a lack of consistent leads that keeps you from scaling your business?

You are not alone!

Prospecting is hard and salespeople and others in charge of selling B2B products or services probably don't have either the knowledge and/or the time to experiment with different potential approaches, methodologies, and tools to get better results.

Anúncio
Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Semelhante a How to exploit LinkedIn to systematically generate prospects and quality leads (20)

Anúncio

Mais recentes (20)

How to exploit LinkedIn to systematically generate prospects and quality leads

  1. 1. How to exploit LinkedIn to systematically generate prospects and quality leads Gilbert Mizrahi
  2. 2. Agenda Why using LinkedIn exampleProspecting/Lead Gen Process Intro examplePositioning for Success exampleBuild Connections exampleCreative Ways to Use Cold Emailing exampleFinding emails of people exampleEmail Sequences exampleCold Emailing - Tools
  3. 3. Why using LinkedIn to generate leads
  4. 4. Marketing is impossible without great content
  5. 5. Because it is the world’s largest professional network.
  6. 6. Source: DMR
  7. 7. 467,000,000+ registered members
  8. 8. LinkedIn profiles ranks high on Google
  9. 9. 1 billion endorsements on LinkedIn The average CEO has 930 connections
  10. 10. you ...1st degree 2nd degree 3rd degree 500 500 x 50 = 25,000 25,000 x 50 = 1,250,000
  11. 11. LinkedIn is a place where millions of leading business people are actively looking to connect with other people ...like YOU Cater to your audience
  12. 12. The decision makers are on LinkedIn
  13. 13. 80% of all B2B social media leads come from LinkedIn Source: http://www.oktopost.com/
  14. 14. Prospecting/Lead Gen Process Intro
  15. 15. The problem: prospecting is hard 90% of C-level executives say that they never respond to cold calls or email blasts (Harvard Business Review) 94% of buyers couldn’t remember a single prospector or message they had received during the last two years (Huthwaite)
  16. 16. The most common prospecting mistakes... Reason 1: Fear Reason 2: Not understanding that your audience is other humans Prospectors suddenly lose all personality, they become painfully boring
  17. 17. Prospecting and lead generation process Connect Engage Convert Measure
  18. 18. The meaning of engage... Connect Engage Convert Measure
  19. 19. The meaning of engage... Connect Engage Convert Measure Social giving … build relationships
  20. 20. Organic process Positioning Connection’s request Messaging Publishing In LinkedIn Participating in Groups Tracking and follow up Tools for Tracking & follow up Tools for Messaging Message sequencing EngageConnect Convert Do business Measure
  21. 21. Accelerated process Positioning Connection’s request Messaging Publishing In LinkedIn Participating in Groups Tracking and follow up Tools for Tracking & follow up Tools for Messaging Message sequencing EngageConnect Convert Do business Measure Tools to get prospects’ contact info
  22. 22. How many fresh prospects do you need? This depends in your specific business
  23. 23. Lead Calculator
  24. 24. Lead ROI CalculatorPlug your own numbers Click
  25. 25. Positioning for success Why, how, what
  26. 26. Why, how, what People engage with you and your brand not because of what you do, but why you do it.
  27. 27. Why, how, what People engage with you and your brand not because of what you do, but why you do it. The WHY relates to the mission of your business
  28. 28. Exercise What is you why? How do you do what you do? What do you do? The Golden Circle How What Why See How Great Leaders Inspire Action
  29. 29. Examples Uber‘s mission statement: Transportation as reliable as running water, everywhere for everyone
  30. 30. Examples Vibease‘s mission statement: To see a world where women can have orgasms as much as men do
  31. 31. Examples Airbnb‘s mission statement: To connect millions of people in real life all over the world, through a community marketplace– so that you can Belong Anywhere
  32. 32. Examples Warby Parker‘s mission statement: A world where everyone can see clearly, stylishly, and at affordable prices
  33. 33. Examples Patagonia’s Mission Statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis
  34. 34. Exercise - How to do it. Try to answer: What problem am I trying to solve with my product? Is it a problem people care about? If no, how do I make them care about it? How can I show that my product is the best solution to this problem? Why should people care about your product?
  35. 35. Why Sell Your Vision, Not Your Product Ensure that your employees share your vision Attract and connect with customers who share the same belief
  36. 36. Positioning for success Optimize your profile
  37. 37. Positioning for success Make your profile stand out Why? You will be found in more searches You will attract more of your ideal customer
  38. 38. Positioning for success Your LinkedIn profile is not your resume
  39. 39. Positioning for success Make your profile stand out How?
  40. 40. Optimize your profile Include a professional looking picture 500 x 500 px Don’t forget the background image... Suggested size by LinkedIn 1536 x 738 px What works best 1800 x 300 px
  41. 41. Optimize your profile Use a specific tagline after your name (optional) John Doe - Motivational Speaker
  42. 42. Optimize your profile Professional headline Three options: 1. Use all keywords, separated by icons example2. Write a sentence that includes your keywords example 3. Pattern: I help [target market] achieve [solution] by providing [product/service]
  43. 43. Optimize your profile Professional headline Examples: 2. Entrepreneur, Investor, Event Director & Publisher 1. Top 40U40 | TED Speaker | Digital Marketing | Insurance Marketing Strategy | Advisor | Keynote Speaker 3. I help high end residential contractors grow their business with growth hacking
  44. 44. Optimize your profile Professional headline
  45. 45. Optimize your profile Keyword optimization Specialties: Social media marketing, interactive advertising and marketing, media sales, advertising technologies, interactive sales management, email marketing, major sponsorship sales, custom publishing, business development, startups, Entrepreneur, Social Entrepreneur, Advertising and Marketing Executive, Advertising, Marketing, Online Marketing, Digital Marketing, Inbound Marketing, Digital Marketing, Digital Advertising, Mobile Marketing, Mobile Advertising, Social Media Marketing, Publishing.
  46. 46. Optimize your profile Profile URL https://www.linkedin.com/in/jeffreygitomer/
  47. 47. Optimize your profile Contact information
  48. 48. Optimize your profile Summary What I do - This is your opportunity to show what problem(s) you solve Why it works / why it matters - describe the advantages of your approach How it works - describe how you approach each engagement and include a CTA
  49. 49. Optimize your profile Summary
  50. 50. Optimize your profile
  51. 51. Optimize your profile Get your profile to All-Star level
  52. 52. Optimize your profile Add content to your summary Slideshare presentations Videos
  53. 53. Optimize your profile Reorganize your profile Move the “Summary” to the top of your profile Followed by the recommendations
  54. 54. Promote yourself Create and post - on your site(s) - a public profile batch
  55. 55. Promote yourself
  56. 56. Promote yourself
  57. 57. Build connections Understanding your audience
  58. 58. Build connections With your target audience
  59. 59. Understanding your audience How to define your target? Define the ideal client persona(s) Craft your customer’s journey
  60. 60. What is a persona? A user persona is a fictional representation of your ideal customer. A persona clarifies who is in your target audience by answering the following questions: ● Who is my ideal customer? ● What are the current behavior patterns of my users? ● What are the needs and goals of my users?
  61. 61. The benefits of personas Helpful for design & development planning Allow you to send more personalized messages Personas are also used in marketing
  62. 62. The Power of personas Source: CoSchedule
  63. 63. How to define a persona A well defined user persona includes: Name of fictional character (header) Demographic profile End goals
  64. 64. Persona template Name - Job title - Tagline Where he/she works Role / position Demographics ● Age ● Gender ● Family income ● Location ● Education Goals and challenges Values and fears ● What do they do day to day? ● What are their #1 problems? ● Who are their influencers? ● Where do they hangout?
  65. 65. Image from: The complete guide to Facebook ad targeting produced by AdvertiseMint
  66. 66. Image from: The complete guide to Facebook ad targeting produced by AdvertiseMint
  67. 67. Image from: The complete guide to Facebook ad targeting produced by AdvertiseMint
  68. 68. Persona - example Javier - The wine guy Casa de Los Olivos, Chile Founder, CEO Demographics ● 46-year-old ● Male ● $100k+ ● Santiago, Chile ● Hospitality studies, oenology Goal: To position their “Brown Boxed Wines” of 750 ml, and 3 and 5 liters in restaurants in selected South American countries. Challenge: How to find importers in the Latin American countries for their boxed wines, with a distribution channel to sell to restaurants. Values: Committed to deliver long-term sustainable value creation; be simple and lean, enterprising and innovative.
  69. 69. Build connections Understanding your customer journey
  70. 70. Create some user stories A user story is an scenario of the user performing a task related to your product or service
  71. 71. Craft your value proposition What do they care about? What is their expected outcome? Why do (should) they care? What are their concerns? How do you address their concerns? Do you target their real needs?
  72. 72. User story - example
  73. 73. Build connections Measuring your progress
  74. 74. KPI - Key performance indicators A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives
  75. 75. Social Selling Index Covers six critical drivers: Your personal brand Finding the right people Engaging with insights Building relationships Industry SSI rank Network SSI rank https://www.linkedin.com/sales/ssi Plus social selling index
  76. 76. Social Selling Index
  77. 77. Social Selling Index
  78. 78. Other KPIs Profile rank Connections Percentage ranking Professionals like you Profile strength Profile views
  79. 79. Review: Is your profile aligned with your audience?
  80. 80. Build connections Search target audience
  81. 81. Search target audience Run boolean search on LinkedIn LinkedIn is a powerful search engine Refine your searches and invite prospects to connect
  82. 82. Run some searches Search: CMO Boston 2nd Degree
  83. 83. Other ways to identify potential leads People commenting on articles relating to your market People participating in groups
  84. 84. Build connections Invite others to connect
  85. 85. Invite others to connect Send invites to connect Do NOT send the generic invite Craft a personalized invite (always)
  86. 86. Invite others to connect What NOT to do Hello Joe Doe I’d like to add you to my professional network on LinkedIn.
  87. 87. Invite others to connect Do this instead Hi John I came across your profile and I think we share some common professional interests. It seems we are both interested in AI and machine learning and we both belong to the XYZ group. From time to time I share ideas, and XXX about YYY. Thus, please consider adding me to your professional network. Take care, Gilbert
  88. 88. Invite others to connect or this
  89. 89. Welcome script Dear Gilbert, We are glad to announce ITIL certification training course in your city. I know you probably get a TON of emails so i'll keep this really short. I think you might find it interesting. Do you know how IT Infrastructure is the most in demand profession! Benefits of IT Infrastructure Library (ITIL): 1. ITIL is a top 15 money making certifications of 2016 2. 38% of IT Managers are certified in Service Companies 3. ITIL certified managers earn 17% more than peers Attend our 2 day classroom training to become a ITIL certified. Location: Boston, MA Workshop Date: Oct. 25 -- 28, 2016 | Nov 12, 13 & Nov 19, 20 , 2016 Kindly get back to me if you have any queries, we would happy to help you. Regards Laura Jones Training Manager What NOT to do No context: I have no clue about ITIL (and no interest) Language: It is impersonal (too formal)
  90. 90. Welcome script
  91. 91. Build connections Get emails of contacts
  92. 92. How to message new contacts Get email for LinkedIn profile https://www.linkedin.com/in/ashmaurya
  93. 93. Grabbing emails of all contacts Export your connections to a CSV file https://www.linkedin.com/people/export-settings
  94. 94. Introduction Creative ways to use cold emailing
  95. 95. How to message new contacts Email message copy Characteristics - don’t sell, give Sequence + tools
  96. 96. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads Source: https://www.demandmetric.com/content/content-marketing-infographic
  97. 97. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement Source: http://b2bprblog.marxcommunications.com/b2bpr/top-b2b-pr-mistakes-to-avoid
  98. 98. 75% of B2B buyers and 84% of C-level or vice-president level executives use social media to make purchasing decisions Source: http://www.businesswire.com
  99. 99. People do business with people that they know, like and trust.
  100. 100. What are your target audiences? Cultivating potential customers Connecting with influencers Finding new partners Attract new investors Sharing stories with the press
  101. 101. What are the steps? Identify your targets (prospects) Find contact information Add to a CSV list Create messaging sequence Send personalized messages - drip campaigns Track and evaluate Optimize Handle responses Streamline the process
  102. 102. What are bad emails? Are too sales-y Are NOT targeted to the receiving person Have generic impersonal message Are viewed as spam Get deleted
  103. 103. … and good emails? Are conversational Have context Are brief, structured and specific They end with a CTA, typically a question They are relevant to the person
  104. 104. Do they pass the contextual test? Hi Jane, Your article on Medium link, was right on target. I think you covered all the main causes why startups fail…. I think the most critical is ... Wow… She read my article Context Purpose
  105. 105. I hear you asking: Is this scalable? Do I have to write each email manually?
  106. 106. Creative ways to use cold emailing Finding emails of people you are not connected with - part I
  107. 107. Identifying prospects .... When you don’t want to connect Dux-Soup ****** ******
  108. 108. Creative ways to use cold emailing Finding emails of people you are not connected with - part II
  109. 109. Finding emails Approches: Manual/semi automated 1. Guessing 2. Trying permutations 3. Searching in Google, Quora and Twitter, using certain patterns Advanced Using chrome extensions, gmail extensions and apps
  110. 110. Finding emails - manual/semi automatic Using patterns 1. firstinitial_lastname@company.com 2. firstname_lastname@company.com 3. firstname.lastname@company.com 4. etc. Guessing Verify MailTester.com Rapportive Hubspot Sales
  111. 111. Finding emails - manual/semi automatic Hubspot has created a Google Spreadsheet for this Trying permutations Verify verifyemailaddress.org verify-email.org email-format https://www.email-format.com/
  112. 112. Finding emails - manual/semi automatic site:xxxxxx.xxx "@gmail.com" Using Google Verify MailTester.com Rapportive Hubspot Sales verifyemailaddress.org verify-email.org site:contently.com forbes "@gmail.com" -intitle:"profiles" -inurl:"dir/" site:linkedin.com/in/ OR site:linkedin.com/pub/"consultant" "france" "@gmail.com"
  113. 113. Finding emails - manual/semi automatic
  114. 114. Finding emails - manual/semi automatic Clearbit Connect Rapportive
  115. 115. Creative ways to use cold emailing Finding emails of people you are not connected with - part III
  116. 116. Finding emails - advanced Check my course: Milking LinkedIn - Advanced Lead Generation Strategies for more info on this Get it for only $49 (48% off) for limited time
  117. 117. Creative ways to use cold emailing Verifying the emails
  118. 118. Verifying prospects’ emails When you send to invalid emails they bounce. And you can get blocked In my course I tell you how to do it :)
  119. 119. Creative ways to use cold emailing Email sequences - The subject line formula
  120. 120. Let’s start with some numbers... People receive 126 business emails/day1 The average open rate: 51.9% The average reply rate: 29.8%.2 1 Email Statistics Report, 2015-2019 - THE RADICATI GROUP, INC 2 Email Subject Lines That Actually Work - Yesware
  121. 121. Less is more ... Source: Email Subject Lines That Actually Work - Yesware Subject line effectiveness decreases with each additional word
  122. 122. Don’t ask a question on the subject line Source: Email Subject Lines That Actually Work - Yesware Subject lines framed as questions get fewer opens and replies
  123. 123. Don’t ask … “appropriate person” Source: Email Subject Lines That Actually Work - Yesware Subject lines asking “are your the appropriate person”
  124. 124. What about “quick question” or “quick request” Source: Email Subject Lines That Actually Work - Yesware No, no, no
  125. 125. No, they don’t want to join a webinar Source: Email Subject Lines That Actually Work - Yesware Subject line including an invitation to an event
  126. 126. Urgent, exclusive… they don’t care Source: Email Subject Lines That Actually Work - Yesware Subject line used to drive exclusivity or incite urgency
  127. 127. What seems to work. Subject lines ... Source: Email Subject Lines That Actually Work - Yesware “Fwd” emails Include a number title vs. sentence vs. lower case
  128. 128. Best practices for email subject lines Add personalization Describe your benefits Use less words Don’t trick your recipient Shorter is better Keep it real Do your homework Keep it relevant
  129. 129. Other tactics Fear of missing out Curiosity Humor Greed Straightforward Vanity Ellipse at the end ... Pain points
  130. 130. Some examples that just work Apologies/Sorry The audacity of this email Remember me? Blatant Clickbait Who expects an apology from a stranger? Now you have a reason to apologise. WTF. This is more offbeat. Relies on curiosity Humm...should I? Then, you can apologise within the email You are been honest and ironic Credit: Jon Buchan
  131. 131. Creative ways to use cold emailing Pattern interrupt technique
  132. 132. What is your first goal when sending a cold email? To get it read And, what is the goal when the read the first line? To read the next one...
  133. 133. Use humor - best “pattern interrupt” A pattern interrupt is a technique to change a particular thought, behavior or situation A pattern interrupt is a way to change a person’s state or strategy Credit: Jon Buchan
  134. 134. Use humor - best “pattern interrupt” Responses got by Jon Source: http://brilliantdeviant.com/direct-response-copy/
  135. 135. Use humor - best “pattern interrupt” Do you want to know how to create cold emails that get those results? In my course I tell you how to do it :)
  136. 136. Cold emailing The sequencing process
  137. 137. How to send outreach email sequences Start sequence (Gmail, Outlook) Message sequencing (Gmail, Outlook) Optin to an email list Continue messaging from email platform Unsubscribe Stop messaging sequence (Gmail, Outlook) yes no no yes
  138. 138. Email sequences - Lifecycle
  139. 139. Email sequences - Timing Email 1Email list Email 2 Email 3 Email 2 B version Day 0 Day 3 Day 7 Day 3 Email 3 B version Day 7 A/B Test A/B Test
  140. 140. Email sequences - Timing Day Email 0 Intro message + value + CTA (provides more value) 3 More value + CTA (provides more value) 7 More value + CTA (provides more value) 10 More value + CTA (provides more value) 15 More value + CTA (meet?, call?) ... More value + CTA (meet?, call?) + offer Typical Approach
  141. 141. Cold emailing: Tools I cover the recommended tools in my course
  142. 142. Thanks! You can get my online course HERE With a 48% discount - for limited time only

×