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Foreword 	
  
by	
  Rick	
  Roberge	
  
If	
  you	
  are	
  good	
  at	
  picking	
  clients,	
  you	
  just	
  have	
  to...
Acknowledgements	
  
Thank	
  you	
  to	
  each	
  of	
  the	
  people	
  that	
  conceived,	
  created,	
  designed	
  th...
IntroducKon	
  
	
  
Chapter	
  One	
  	
  
GeZng	
  Found	
  -­‐	
  Personal	
  Branding	
  
	
  
Chapter	
  Two	
  
	
  ...
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  1. 1. Foreword   by  Rick  Roberge   If  you  are  good  at  picking  clients,  you  just  have  to  stay  out  of  their  way.   This  ebook  was  Sarah  McIntyre's  idea.  Michael  Hurczyn  immediately   started  offering  specific  topics  that  should  be  covered.  Heather  Hurczyn   stepped  up  to  do  the  design  and  wowed  us  with  the  cover  and  Carole   Mahoney,  my  'collaborator  in  chief'  took  control,  assigned  tasks  (including   to  herself)  and  I  watched  it  develop.  If  you  would  like  to  use  LinkedIn  in   your  business,  whether  to  find  customers  or  build  influence,  you  will  love   this  ebook  and  if  you  haven't  started  collaboraKng  with  your  clients,  start   today.  
  2. 2. Acknowledgements   Thank  you  to  each  of  the  people  that  conceived,  created,  designed  this  ebook.  (Click  their  name   to  look  at  their  full  LinkedIn  profile.)   Carole  Mahoney   Business  Growth  Advisor  for     Entrepreneurs  at  Joint  Venture    with  Rick  Roberge   Michael  Hurczyn   Business  Growth  |  Inbound     MarkeKng|  HubSpot  Partner   Sales  Strategy  and  ExecuKon   Rick  Roberge   Trusted  Advisor  to  Entrepreneurs  &   Founders  -­‐  Business  Growth/Customer     AcquisiKon  (a  Joint  Venture  with     Carole  Mahoney)   Sarah  McIntyre   Inbound  MarkeKng  |  Content     MarkeKng  Strategy  |  Hubspot  Gold   Partner  |  B2B  MarkeKng  Blogger   Heather  Hurczyn   CreaKng  And  ExecuKng  Inbound   MarkeKng  Strategies  |  Increasing     Small  Business  Growth  
  3. 3. IntroducKon     Chapter  One     GeZng  Found  -­‐  Personal  Branding     Chapter  Two    A[racKng  A[enKon     Chapter  Three    Finding  People     Chapter  Four    Analyzing  Results     Appendix   CONTENTS  
  4. 4. INTRODUCTION   by  Sarah  McIntyre     Welcome  and  thanks  for  your  interest  in  The  Inbound  Way  to  Use  LinkedIn.  We   struggled  with  the  use  of  the  word  salespeople  in  the  Ktle  of  this  book.  Many  of  us   felt  that  our  clients  wouldn't  idenKfy  themselves  as  "sales  people"  in  the  tradiKonal   sense  of  the  word.  Entrepreneurs,  business  owners,  markeKng  managers  don’t   necessarily  see  themselves  as  sales  people.  But  aren't  we  all  salespeople  in  some   way?  Aren’t  we  all  looking  for  our  next  customer,  client  or  sale?     These  days,  the  buyer  is  in  control.  They  are  doing  their  research  online,  forming   opinions  and  short  lists  before  wanKng  to  speak  with  a  sales  person.    Plus,  online   buyers  have  their  guard  up,  don't  want  to  be  conned,  or  manipulated  or  sold  to.  So,   the  tradiKonal  "salesy",  pushy,  tricky  sales-­‐person  is  finding  it  harder  and  harder  in   an  age  where  trust  is  the  most  valuable  asset.     Whether  you  have  sales  on  your  business  card  or  not,  we  are  all  in  sales.    A  bad   customer  support  experience  can  hurt  sales.    Poor  product  development  can  hurt   sales.  Your  prospects  for  promoKon  can  be  hurt  if  you  don't  “sell”’  yourself.     Whether  it’s  selling  yourself  as  you  climb  the  corporate  ladder  or  running  your  own   business,  we  are  all  selling  something  in  some  way.     This  means  that  now  the  line  between  sales  and  markeKng  is  not  so  much  as  blurred   as  completely  gone.    Today,  you  need  to  know  when  to  sell  and  when  to  market  and   using  LinkedIn  is  a  classic  example  of  that.  How  do  you  use  LinkedIn  to  be  helpful   and  build  trust?  These  are  the  two  key  elements  for  inbound  sales  success.       We  have  all  seen  people  posKng  salesy,  self  serving  blog  posts  into  LinkedIn  groups,   or  someone  you  don't  know  asking  to  connect.  How  you  handle  yourself  on  LinkedIn   speaks  a  lot  to  your  transparency,  helpfulness  and  whether  you'd  be  a  good  person   to  work  with.  People  buy  from  people,  even  if  you  work  for  a  big  company,  it's  never   been  a  be[er  Kme  to  add  the  person  to  the  brand.       The  personal  contribu?on  to  the  company  brand   We've  never  really  understood  why  an  organizaKon  would  want  to  stop  their  sales   people  from  blogging  or  parKcipaKng  on  social  media.  Sure,  there's  the  poliKcal   The  Inbound  Way  To  Use  LinkedIn   5  The  Inbound  Way  To  Use  LinkedIn   5  
  5. 5. quesKon  of  who  "owns"  social  media  but,  with  some  training  and  guidance,  your   sales  people  should  be  having  conversaKons  in  social  media.  Ager  all,  you've   entrusted  them  to  meet  with  prospecKve  customers  face  to  face,  so  why  not  on   online?     Years  ago  salespeople  were  hired  based  on  the  strength  of  their  Rolodexes.   Nowadays,  LinkedIn  is  the  Rolodex  and  the  strength  of  their  LinkedIn  network  is  a   key  component  of  a  strong,  modern  salesperson.     How  your  personal  brand  helps  marke?ng   Imagine  what  could  happen  if  your  5,  50  or  500  sales  people  were  sharing  relevant   arKcles,  conversing  and  being  helpful  online?  The  increased  level  of  acKvity  will   drive  traffic  to  your  blog,  white  papers  and  offers,  create  further  engagement,  trust   and  expand  the  company's  reach.     When  we’ve  spoken  to  business  owners  many  of  them  say  that  they  get  the   majority  of  their  leads  from  referrals  or  networking.  What  many  of  them  don't   realize  is  that  LinkedIn  is  the  modern  version  of  networking,  just  amplified  10x.   Trying  to  have  a  face-­‐to-­‐face  conversaKon  with  all  of  your  “friends  of  friends”  is   impossible.  Networking  that  way  is  just  not  scalable.  But,  on  LinkedIn  you  can  and  all   the  informaKon  is  right  there,  if  you  know  where  to  look.       The  strength  of  your  network  and  your  social  presence  not  only  helps  you,  but  also   helps  your  company.    That’s  why  this  guide  is  designed  to  help  you  individually  use   LinkedIn  to     a[ract  a[enKon  to  yourself  (and  your  company)   create  interest  and  foster  engagement   develop  a  funnel  and  pipeline  full  of  ideal  prospecKve  customers       We  purposefully  have  not  covered  LinkedIn  company  pages  or  more  of  the  ways   that  companies  use  LinkedIn.  There  are  many  other  excellent  guides  that  cover  just   that.  Our  focus  is  how  an  individual,  whether  independent  or  employed  can  use   LinkedIn.       So,  go  forth  and  always  be  helping.     The  Inbound  Way  To  Use  LinkedIn   6  The  Inbound  Way  To  Use  LinkedIn   6  
  6. 6. Chapter  One   GeDng  Found  -­‐  Personal  Branding     First  things  first,  you  want  to  be  found  on  LinkedIn  among  the  300+  million   members  and  counKng.  So  what  sets  you  apart  from  the  other  members?  Who  do   you  want  to  a[ract?    What  will  make  them  want  to  connect  with  you?  In  order  to   answer  these  quesKons  you  must  define  your  personal  brand.         Here  are  the  key  elements  you  must  address  in  order  to  establish  your  personal   brand.         Create  a  unique  personalized  LinkedIn  url   By  customizing  your  public  profile  URL,  you  will     increase  your  chances  of  appearing  in  search  results     and  make  it  easier  for  people  to  find  you.  When     selecKng  your  unique  url  remain  consistent.  Try  to     Use  the  same  or  similar  name  that  you  use  for     Twi[er,  Facebook,  Google+,  etc.             Findable  (by  the  right  people)  headlines   The  secKon  below  your  name  is  for  your  professional  headline,  not  your  current  job   Ktle.  Instead  of  using  your  current  Ktle,  i.e.  CEO  or  President,  try  describing  what   your  personal  brand  can  offer.    Be  findable  for  what  you  do.    Include  search  terms   that  potenKal  prospects  will  use  when  looking  for  your  soluKon  on  LinkedIn.         The  Inbound  Way  To  Use  LinkedIn   7  The  Inbound  Way  To  Use  LinkedIn   7  
  7. 7. Op?mized,  non-­‐salesy  summary  that’s  about  what  they  need   rather  than  what  you’ve  done.     Your  LinkedIn  summary  should  be  a  brief  bio  of  who  you  are  and  should  be   compelling  enough  for  someone  to  want  to  reach  out  to  you.    Before  you  start   typing  your  summary,  think  about  who  you  want  to  read  your  summary.  Then   opKmize  your  summary  by  including  keywords  and  phrases  that  these  potenKal   connecKons  would  use  to  search  for  someone  like  you.  Be  sure  to  depict  the  real   you  and  avoid  sales  like  jargon.           Profile  Picture     When  picking  a  profile  picture,  please  use  a  picture  of     yourself.  On  LinkedIn,  you  are  there  to  make  real  life     business  connecKons,  it  doesn’t  ma[er  what  you  look     like,  it  only  ma[ers  that  you  provide  an  honest     representaKon  of  the  real  you.    As  Guy  Kawasaki  and  Peg     Fitzpatrick  say  in  their  book,  “The  Art  Of  Social  Media”,     “Your  face  provides  the  most  data  about  what  kind  of     person  you  are.”    They  recommend  to  go  asymmetrical,     face  the  light  and  think  big.    It’s  important  to  remain  consistent  with  your  picture,   just  like  you  would  your  company  logo.  So  use  the  same  photo  you  use  on  Twi[er,   Google+  and  so  on.    This  way  when  people  are  searching  for  you  on  LinkedIn  they   know  they  have  the  right  person.       Experience   The  experience  secKon  is  the  secKon  that  is  most  like  your  resume.    Here  you  want   to  include  a  clear  descripKon  of  your  current  or  past  responsibiliKes.      To  help  you   opKmize  the  experience  secKon  take  a  look  at  job  descripKons  that  match  what  you   do.  Use  their  language.       The  Inbound  Way  To  Use  LinkedIn   8  The  Inbound  Way  To  Use  LinkedIn   8  
  8. 8.   Also,  include  projects  related  to  this  experience  and  gather  recommendaKons   supporKng  your  abiliKes.                         How  best  to  contact  you,  op?mize  contact  info  sec?on   Make  everyone’s  life  easier  by  including  the  best  way  to  contact  you.  Under   AddiKonal  Info,  you  are  able  to  include  advice  for  contacKng  you.  If  you  prefer   telephone  over  email  or  email  over  a  LinkedIn  InMail,  let  people  know.  This  way  you   start  the  relaKonship  off  with  your  best  foot  forward.  Also,  you  will  know  that  the   person  took  the  Kme  to  pay  a[enKon.                                                                                                                                  vs.                               Pay  to  play  -­‐  Is  a  premium  account  worth  it?     If  you  are  a  serious  professional,  this  is  a  great  (small  dollar)  investment  in  yourself.     And  no,  we  don’t  get  paid  to  say  that.    The  ability  for  advanced  searches,  lead  lists,   and  InMail  messages  enable  many  of  the  ideologies  covered  in  this  eBook.    Figure   out  how  much  you’ll  earn  if  you  get  one  more  customer  this  year  and  compare  that   to  the  cost  of  a  premium  LinkedIn  account.       The  Inbound  Way  To  Use  LinkedIn   9  The  Inbound  Way  To  Use  LinkedIn   9  
  9. 9.   Whether  or  not  to  show  your  connec?ons  to  other  connec?ons.   Networking  in  real  life  and  online  is  about  being  transparent  and  helpful.    Not   showing  your  connecKons  may  cause  you  to  come  off  as  a  one-­‐way  player.    By   turning  off  your  connecKons  list,  you  are  turning  it  off  for  everyone.  LinkedIn  doesn't   offer  the  ability  to  select  which  of  your  connecKons  can  or  cannot  see  your  list  of   connecKon.  Remember  that  people  that  are  not  connected  to  you  cannot  see  your   connecKons.  So,  if  you  only  connect  to  people  that  you  know  and  trust,  this  is  an   easier  decision.         Endorsements   Using  endorsements  is  a  great  way  to  show  a  list  of  your  skills  and  provide  third-­‐ party  proof  that  you  indeed  excel  at  these  skills.    It’s  important  you  are  being  honest   about  the  talents  you  possess.    Since  it  is  so  easy  to  endorse  someone  by  a  click  of  a   bu[on,  endorsements  are  not  as  significant  as  recommendaKons,  but  over  Kme,   you’ll  noKce  your  endorsements  will  form  into  a  pre[y  accurate  depicKon  of  your   skills.    At  very  least,  you  will  see  what  your  peer’s  think  are  your  strong  suits.                                 The  Inbound  Way  To  Use  LinkedIn   10  The  Inbound  Way  To  Use  LinkedIn   10  
  10. 10. Chapter  Two   AVrac?ng  AVen?on    You've  built  your  profile  so  that  it  showcases  the  best  of  you,  who  you  work  with,   and  how  you  work  with  them.  So  how  will  the  rest  of  the  world  find  it?  Why  is  it  so   important  for  people  to  find  it?  What  acKons  and  acKviKes  will  make  it  easy  for  the   right  people  to  find  you?         Why  is  it  so  important  to  a[ract  people  to  your  LinkedIn  profile?  One  simple  feature   :  profile  views.             The  Inbound  Way  To  Use  LinkedIn   11  The  Inbound  Way  To  Use  LinkedIn   11  
  11. 11. Depending  on  the  privacy  seZngs  people  set,  and  whether  or  not  you  have  a   premium  LinkedIn  account,  you  can  see  who  is  checking  you  out.  That  inbound   insight  can  be  the  beginning  of  a  great  conversaKon  using  InMail  that  starts  with;         “I  no&ced  that  you  visited  my  LinkedIn  profile  -­‐  what  brought  you  by?”       There  is  no  magic  secret  formula  that  works  for  everyone.    Just  as  every  business   and  it's  ideal  buyer  is  unique,  so  is  every  individual.  Your  experience,  educaKon  and   skills  are  also  unique,  and  so  will  the  acKons  and  acKviKes  you  need  to  do  to  a[ract   people.         The  best  mindset  to  have  is;  be  who  you  are,  have  confidence  in  your  abiliKes,  and   seek  to  understand  first.  Share  your  unique  perspecKve  and  let  people  know  how   you  think.  Some  won't  like  it,  and  that's  OK  because  the  right  ones  for  you  will.   People  buy  from  people,  not  brands.       So  what  types  of  inbound  acKviKes  can  you  do  that  get  people  there?       To  get  people  to  your  profile,  list  it  everywhere       Really,  the  best  way  to  get  people  to  your  LinkedIn  profile  is  to  list  your  LinkedIn   URL,  or  the  link  to  your  author  page  on  Pulse  outside  of  LinkedIn.  This  makes  your   profile  the  central  place  for  all  things.       Here  are  a  few  examples  of  places  where  you  can  list  your  LinkedIn  url:       1.  In  your  email  signature.  Make  it  easy  for  new  contacts  to  learn  more  about  you   by  including  your  link  to  your  profile,  or  LinkedIn  author  page.                 The  Inbound  Way  To  Use  LinkedIn   12  The  Inbound  Way  To  Use  LinkedIn   12  
  12. 12. 2.  On  all  blogs.  Whether  it  is  your  own  blog,  or  sites  where  you  are  a  guest  author,   use  your  LinkedIn  profile.     3.  On  your  TwiVer  profile  as  your  web  link.                                   4.  On  your  Quora  profile.                   You  get  the  idea.  List  your  Linkedin  URL  anywhere  else  on  the  web  that  you   have  an  acKve  profile.                 The  Inbound  Way  To  Use  LinkedIn   13  
  13. 13. Groups  are  for  par?cipa?on  in  a  community,  not  blog  post  spam       A  significant  percentage  of  the  discussions  on  LinkedIn  groups  are  an  endless  litany   of  someone  who  thinks  the  group  is  their  own  personal  publishing  plauorm.    It   doesn’t  encourage  a  discussion  the  group,  and  many  group  managers  are  now   making  it  a  rule  that  no  one  can  post  any  links  back  to  their  own  sites,  or  be  in   danger  of  being  marked  as  a  spammer.         This  can  impact  you  on  LinkedIn  because  now  you  could  get  moderated  across  all  of   LinkedIn  because  of  it.         Groups  should  be  a  part  of  your  long  term  engagement  strategy.  LinkedIn  helps  you   see  which  groups  you  are  engaging  in  the  most.  The  goal  is  not  to  sell  to  the  group,   but  to  add  value  and  get  noKced.  So,  make  a  remarkable  comment  on  someone   else’s  discussion.  Answer  a  quesKon  or  share  your  experience  when  you  were  faced   with  the  quesKon.  A  humbly  placed  link  to  an  arKcle  as  a  comment  is  ogen  well   received.  Finally,  most  entries  have  a  “reply  privately”  link.  If  the  person  appears  to   be  ‘of  special  interest’  to  you,  reply  privately  with,  “Did  you  see  this?”  and  include  a   link  to  an  arKcle  of  interest.           The  Inbound  Way  To  Use  LinkedIn   14  
  14. 14.  Tips  for  LinkedIn  Group  par?cipa?on       •  IdenKfy  the  top  3  groups  your  prospects  are     in  where  you  can  add  value.  (Not  your     compeKtors,  lurk  and  learn  from  them,     but  interact  carefully.)     •  Comment  on  the  discussions  that  others     start.  Add  your  point  of  view,  or  experience     with  the  topic.  Share  recent  arKcles  that  you     have  read  (that  are  not  your  own)  that     contribute  to  the  discussion.     •  Start  discussions  of  your  own  that  ask  a     quesKon  or  ask  for  feedback.     •  If  you  share  a  link  (that  is  not  your  own)     provide  context  as  to  why  you  are  posKng  it     in  that  group.     •  If  someone  asks  for  help,  reply  to  them     privately,  not  publicly.  Don’t  pitch  or  sell,  ask     clarifying  quesKons  so  you  know  you     understand  their  problem.  If  it  is  not     something  you  think  you  can  help  with,     publicly  recommend  someone  else  that  you     think  they  should  talk  to.     •  Reach  out  individually  to  members  of  the  group.  Understand  that  being  in  the   same  group  is  not  reason  enough  however.  Ask  why  they  joined  the  group,  if   they  have  ever  a[ended  any  in  -­‐person  meeKngs  (if  there  are  any),  or  something   about  their  personal  experience.  Don’t  make  it  an  opportunity  to  tell  them  about   all  your  product  or  service,  seek  to  make  a  real  connecKon.   The  Inbound  Way  To  Use  LinkedIn   15  
  15. 15. Publish  on  LinkedIn  Pulse  and  establish  your  thought  leadership     Remember  that  it  is  not  sales  pitch  Kme,  it’s  your  opportunity  to  share  your  unique   perspecKve  that  brings  together  your  experience  and  educaKon.           Why  should  you  publish  on  LinkedIn?   WriKng  posts  on  LinkedIn  gives  you  greater  visibility  (ie:  more  profile  views!)  to  your   connecKons,  followers,  and  even  search  engines.  But  it  is  not  likely  to  help  you  a  lot   if  you  just  write  it,  publish,  and  forget  it.       What  could  you  publish  on  LinkedIn?   •  What  concrete  advice  would  you  give  to  someone  hoping  to  enter  your  field?   •  What  will  (or  should)  your  industry  look  like  in  5,  10,  or  15  years  and  how  will  it   get  there?   •  What  is  the  biggest  problem  your  industry  or  customer  needs  to  solve?   •  What  skill  is  essenKal  in  your  job  or  at  your  company,  and  why?   •  How  has  your  job,  profession  or  industry  changed  since  you  started?   •  What  else  would  you  do  if  you  started  all  over  again  and  why?   •  What  do  you  think  about  the  latest  trends  in  your  industry?   •  How  did  you  get  your  start  in  your  profession?   •  Challenges  for  the  future  of  your  profession.   •  Challenges  you  hear  from  prospects  and  customers.   •  Common  quesKons  people  ask  you  about  your  career.       How  to  get  your  post  no?ced?   Share  it  on  your  other  social  media  channels  like  Twi[er,  Facebook,  Google  +,  etc.   And  not  just  once,  but  regularly.       Email  it  to  your  regular  blog  subscribers.  This  could  be  done  in  your  regular   newsle[er  for  example.     Link  to  other  arKcles  and  send  the  posts  to  the  authors  whose  links  you  used.  Thank   them  for  contribuKng  to  the  post  and  ask  them  to  share  it  if  they  think  their   followers  will  find  it  valuable.  They  will  be  thankful  for  the  credit  and  more  likely  to   share  it  with  their  network.           The  Inbound  Way  To  Use  LinkedIn   16  
  16. 16. Comment  on  others  posts  that  you  find  influenKal,  interesKng,  insighuul,  or  even   those  that  you  respecuully  disagree  with.  Share  their  posts  with  your  networks,   adding  your  perspecKve  in  your  update.       Share  posts  you  wrote  with  prospects  during  the  sales  process  to  help  answer  a   quesKon,  or  give  them  further  insight  into  what  they  should  know  about  your   industry.         Star?ng  the  conversa?on  with  comments   The  more  Kme  you  spend  commenKng  on  other  connecKons  status,  the  more  likely   you  are  to  get  noKced  by  their  connecKons.  First,  make  sure  you  have  selected  to   have  your  updates  shown  to  everyone.             The  Inbound  Way  To  Use  LinkedIn   17  
  17. 17. Now  as  you  make  comments  on  the  status  updates  of  those  you  follow,  more   people  will  see  your  acKvity  and  check  you  out.  You  can  also  opt  to  only  have  your   connecKons  see  certain  updates  you  make,  or  share  them  on  Twi[er.     The  Inbound  Way  To  Use  LinkedIn   18  
  18. 18. The  Inbound  Way  To  Use  LinkedIn   19  
  19. 19. Asking  for  or  receiving  recommenda?ons   RecommendaKons  are  a  tesKmony  to  the  skills  and  experience  you  have.  It  can   seem  a  bit  tricky  or  self  promoKonal  if  you  have  to  ask  someone  to  recommend  you.   This  is  why  Kming  is  so  important,  and  also  why  you  need  to  make  it  as  easy  for   them  as  possible.         The  best  Kme  to  ask  for  a  wri[en  LinkedIn  recommendaKon  is  when  someone   praises  you  in  person  or  in  real  life.  A  good  response  might  be:     “Thank  you  so  much  for  your  kind  words!  Would  you  be  willing  to  let  the  rest  of  the   world  know  about  it  and  write  a  recommenda:on  for  me  on  LinkedIn  saying  what   you  just  said?”       When  they  agree,  send  them  the  request  right  away  and  in  it  paraphrase  what  they   said  to  you  in  person  to  help  them  remember.       Their  recommendaKon  will  be  shown  to  your  1st,  2nd,  and  3rd  degree  connecKons.         Another  way  to  use  recommendaKons  is  to  see  who  others  have  recommended  and   how.  If  you  are  researching  a  prospect  and  are  at  least  a  3rd  connecKon  from  them,   you  can  see  what  they  value  most  in  the  people  they  recommend.  Do  they  value   people  who  are  detail  oriented,  self-­‐disciplined,  creaKve,  a  leader,  or  a  team  player?       The  Inbound  Way  To  Use  LinkedIn   20  
  20. 20. Chapter  Three   Finding  People    LinkedIn  is  a  great  tool  for  prospecKng.    And  by  prospecKng,  we  mean  engaging   people  that  may  be  relevant  to  you,  or  you  to  them.    LinkedIn  is  not  a  place  for  you   to  carpet  bomb  a  list  of  contacts  with  your  sales  pitch.    To  find  people  that  may  be   relevant,  there  are  a  couple  of  proven  approaches  to  using  LinkedIn’s  search   funcKons:       The  Lead  Builder  opKon  allows  you  to  find  leads  that  you  can  segment  by  any   number  of  criteria  and  tag  them  for  easy  reference  later.    The  results  will  give  you   vital  data  such  as  shared  connecKons.    Use  this  informaKon  to  ask  for  a  referral  with   a  simple  message  like,  “I  came  across  Mrs.  Prospect’s  profile  and  noKced  you  guys   are  connected.    How  do  you  know  Mrs.  Prospect?”    If  the  connecKon  is  strong,  ask   to  be  introduced.    If  not,  find  another  way,  or  move  on.                                 The  Advanced  People  Search  allows  you  segmented  search  to  find  people  already  in   your  network.    Need  to  find  a  Senior  Engineer  in  the  AviaKon  Industry  with  over  10   years  of  experience?    Well  this  is  how  you  do  it.    Depending  on  your  network  size   you  may  need  to  loosen  the  search  criteria.                 The  Inbound  Way  To  Use  LinkedIn   21  The  Inbound  Way  To  Use  LinkedIn   21  
  21. 21. Engaging  2nd  Connec?ons   Click  on  "Advanced"  to  the  right  of  the  search  box  at  the  top  of  the  page.  (Circled  in   red.)     Then  click  on  "Advanced"  at  the  top  of  the  leg  column.  (Circled  in  green.)   The  Inbound  Way  To  Use  LinkedIn   22  
  22. 22. You  should  land  on  a  page  that  looks  something  like  this.  Now  uncheck  "1st   ConnecKons"  and  "Group  Members".  (Circled  in  red.)   The  Inbound  Way  To  Use  LinkedIn   23    ...and  you  should  land  on  a  page  something  like  this.  
  23. 23. So?       Follow  my  logic.       First,  I  have  less  than  1,000  1st  ConnecKons.  You  don't  have  to  invite  everybody  that   you  meet  to  connect  and  you  don't  have  to  accept  every  invitaKon  that  you  receive   to  use  LinkedIn  effecKvely.       Think  about  the  number  of  2nd  ConnecKons  that  you  have.  I  have  674,466  people   that  are  connected  to  someone  that  is  connected  to  me.  Facebook  would  call  them   "Friends  of  Friends".  How  many  of  those  people  would  be  interested  in  talking  to   you?  How  many  of  those  people  would  be  ideal  clients  for  you?  How  many  of  those   people  know  somebody  that  would  be  an  ideal  client  for  you?       And  they  all  know  somebody  that  you  know!       How  long  will  it  take  you  to  find  out?   The  Inbound  Way  To  Use  LinkedIn   24  
  24. 24. Do  the  math.  If  I  contacted  100  people/day  and  worked  7  days  a  week,  365  days/ year  it  would  take  me  18.5  years  to  contact  all  of  them.  (What  are  the  chances  that   I'm  gonna  work  365  days  ANY  year,  let  alone  18.5  years  in  a  row?)   More  math:  What  if  I  wanted  to  work  5  days/week  next  year  and  contact  all  of   them?  Easy  -­‐  Peasy!  I'd  just  have  to  contact  2,594  people  EVERY  DAY!       How  many  new  clients  do  you  need  next  year?  6?  12?  100?  1,000?  How  about  in  the   next  decade?  What  if  you  already  know  somebody  that  knows  them  and  can   introduce  you?       The  Inbound  Way  To  Use  LinkedIn   25  
  25. 25. The  Inbound  Way  To  Use  LinkedIn   26         Reaching  out  to  people  you  don’t  know       The  worst  thing  you  can  do  is  reach  out  and  only  talk  about  yourself.    This  is  what  it   looks  like  when  you  only  talk  about  yourself.    Below  is  a  screenshot  of  an  actual   spam  message  that  Michael  received,  and  in  red  is  what  he  was  thinking.      
  26. 26. A  be[er  approach  would  be  to  find  some  common  ground  to  open  the   conversaKon.    Belonging  to  the  same  LinkedIn  group  is  not  enough  of  a  reason  to   reach  out  to  someone.    Find  a  comment  of  theirs  you  could  relate  to  or  comment  on   one  of  their  posts.    Be  genuinely  interested  in  them  before  asking  them  to  be   interested  in  you.       When,  why  and  how  to  make  or  accept  a  connec?on  request   LinkedIn’s  Terms  &  CondiKons  state  that  you  must  only  connect  with  people  that   you  know.    Michael  has  a  colleague  that  started  a  second  account  because  his  first   account  reached  LinkedIn’s  limit  of  30,000  connecKons.    How  is  it  possible  to   “know”  that  many  people?     Here  are  some  possible  reasons  to  want  to  connect  with  someone:     •  You  know  them  personally   •  You’ve  done  business  with  them  (past  or  present)   •  You  think  they  can  help  you  or  your  connecKons   •  You  think  you  can  help  them     •  You  think  they  would  share  your  content     •  They  share  interesKng  content  you  could  share  with  your  network   •  They  are  like-­‐minded  professionals     •  They  are  potenKal  prospects   •  They  are  connected  to  potenKal  prospects     Depending  on  your  personal  goals,  some  or  all  of  these  reasons  may  be  applicable   to  your  situaKon.    The  important  point  to  remember  is  to  offer  a  reason  to  connect.     If  you  get  a  connecKon  request  from  someone  you  don’t  know,  maybe  respond   with,  “Thank  you  for  your  invitaKon  to  connect.    I  don’t  recall  that  we  have  ever  met   or  spoken  (sorry  if  I  forgot).    What  are  your  intenKons  for  connecKng?”    If  they  have   a  good  reason,  they  will  share  it.    If  they  don’t,  decline  and  move  on.       The  Inbound  Way  To  Use  LinkedIn   27  
  27. 27. [Referral],   I  don't  know  if  I've  men:oned  it  before,  but  I've  been  working  with  [your  name]   for  a  few  months.  The  other  day,  I  was  talking  with  him  about  some  of  the  things   that  he  and  I  have  done,  and  I  realized  that  I  should  put  you  two  together.  So...   [Referral],  meet  [You,  with  your  LinkedIn  profile  URL].   [Your  name],  meet  [Referral,  with  a  LinkedIn  profile  URL].   Can  I  leave  the  rest  to  you  guys?   Talk  to  you  both  later.   The  Inbound  Way  To  Use  LinkedIn   28   Asking  for  an  introduc?on  or  a  share       If  you  come  across  a  profile  that  would  be  someone  of  interest  to  you,  find  a  way  to   get  introduced.    A  warm  referral  is  always  be[er  than  a  cold  reach-­‐out.    Do  some   research  on  who  is  a  shared  connecKon  and  ask  them  if  they  would  be  willing  to   make  the  introducKon.    It  is  first  important  to  ask  how  well  they  know  the  person,   because  not  all  LinkedIn  users  abide  by  the  criteria  portrayed  earlier.    If  the   connecKon  is  solid,  you  may  even  consider  sending  them  a  template  to  use  to  make   the  introducKon,  such  as:    
  28. 28. The  Inbound  Way  To  Use  LinkedIn   29   How  do  they  ask  to  be  contacted?   One  easy  trick  to  follow  is  pay  a[enKon  to  the  “Advice  for  ContacKng….”  secKon.       LinkedIn  InMail  may  not  always  be  the  best  way  to  reach  out.    If  the  person  asks  to   be  emailed,  use  that  instead.      
  29. 29. Chapter  Four   Analyzing  Results    As  a  salesperson,  you  know  results  ma[er.  Looking  at  metrics  only  ma[ers  when  it   helps  you  improve  the  results.         LinkedIn  makes  it  pre[y  easy  for  you  to  find  out  the  answers  to  quesKons.  From   your  Linkedin  Home  page,  click  on  Who’s  Viewed  Your  Profile.                                   How  do  your  acKviKes  impact  your  profile  views?  If  you  double  your  acKvity  rate,   how  much  do  your  views  go  up?  Where  is  your  point  of  equilibrium?           The  Inbound  Way  To  Use  LinkedIn   30  The  Inbound  Way  To  Use  LinkedIn   30  
  30. 30. How  are  they  finding  you?  If  by  mobile,  is  your  profile  suitable  for  mobile  viewing?   Are  the  people  similar  to  you  who  you  should  be  grouped  with?  If  not,  go  back  to   edit  your  profile  and  make  adjustments.       The  Inbound  Way  To  Use  LinkedIn   31  
  31. 31. Are  the  right  people  finding  you?     Who  are  they?     What  are  their  job  Ktles  and  companies?   Does  that  fit  with  who  you  want  to  a[ract?   The  Inbound  Way  To  Use  LinkedIn   32  
  32. 32. Where  and  how  have  you  been  acKve?  Where  should  you  be  more  acKve?   The  Inbound  Way  To  Use  LinkedIn   33  
  33. 33. Check  these  metrics  weekly  as  you  plan  out  your  next  week’s  acKviKes  to  help  you   determine  what  you  should  do  more  of,  or  adjustments  that  you  may  want  to  make   to  your  profile.       In  addiKon  to  what  LinkedIn  tells  you,  your  own  website  analyKcs  should  be  able  to   tell  you  if  LinkedIn  is  driving  traffic  to  your  website  whether  that  is  turning  into  leads   and  customers.       *Note:  the  following  screenshots  are  from  HubSpot  analy:cs.     The  Inbound  Way  To  Use  LinkedIn   34  
  34. 34. Check  these  metrics  monthly  as  part  of  the  review  you  do  around  markeKng.  This   will  help  you  see  how  your  individual  acKvity  on  LinkedIn  is  also  building  the  traffic   and  leads  to  your  website.   The  Inbound  Way  To  Use  LinkedIn   35  
  35. 35. APPENDIX   Here  are  some  addiKonal  resources  and  links  to  arKcles  that  you  may  find  helpful  as   you  grow  and  improve  your  LinkedIn  presence.       a.  h[ps://www.linkedin.com/legal/user-­‐agreement   b.  h[p://blog.710studios.com/10-­‐things-­‐you-­‐can-­‐do-­‐this-­‐month-­‐to-­‐grow-­‐your-­‐ personal-­‐brand-­‐on-­‐linkedin   c.  h[p://blog.hubspot.com/blog/tabid/6307/bid/23454/The-­‐UlKmate-­‐Cheat-­‐Sheet-­‐for-­‐ Mastering-­‐LinkedIn.aspx   d.  h[p://blog.hubspot.com/sales/how-­‐not-­‐to-­‐prospect-­‐on-­‐linkedin   e.  h[p://www.carolemahoney.com/blog/5-­‐step-­‐linkedin-­‐sales-­‐strategy   f.  h[p://www.carolemahoney.com/blog/bid/95887/Why-­‐Is-­‐Social-­‐Media-­‐a-­‐Sales-­‐ AcKvity-­‐Not-­‐a-­‐MarkeKng-­‐One   g.  h[p://blog.hubspot.com/markeKng/increase-­‐linkedin-­‐profile-­‐views   h.  h[p://www.socialtosales.com/take-­‐the-­‐5-­‐quesKon-­‐linkedin-­‐photo-­‐quiz/   i.  h[p://www.rickroberge.com/Blog/bid/219052/LinkedIn-­‐Rules-­‐Against-­‐Hubspot-­‐ Spam   j.  LI  Best  Prac?ces  for  Group  interac?ons:   h[ps://help.linkedin.com/app/answers/detail/a_id/47677/g/eng     k.  Sending  a  message  to  a  fellow  group  member:     h[ps://help.linkedin.com/app/answers/detail/a_id/192/g/eng   The  Inbound  Way  To  Use  LinkedIn   36  
  36. 36. APPENDIX  CONTINUED   l.  h[ps://help.linkedin.com/app/answers/detail/a_id/47545/kw/Publishing+on +Linkedin   m.  h[p://www.socialmediaexaminer.com/linkedin-­‐publisher-­‐to-­‐get-­‐visibility/   n.  Tips  for  Wri?ng  on  LinkedIn:   h[ps://help.linkedin.com/app/answers/detail/a_id/47537/g/eng   o.  h[ps://help.linkedin.com/app/answers/detail/a_id/431/~/visibility-­‐of-­‐updates-­‐and-­‐ links-­‐you-­‐share   p.  h[ps://help.linkedin.com/app/answers/detail/a_id/217/kw/recommendaKons   q.  h[p://therainmakermaker.com/2012/11/18/casey-­‐lockwood-­‐on-­‐social-­‐networking/   r.  h[p://therainmakermaker.com/2012/12/13/the-­‐best-­‐linkedin-­‐invitaKon-­‐ever/   s.  h[p://therainmakermaker.com/2012/12/09/how-­‐to-­‐screw-­‐up-­‐great-­‐content/   t.  h[p://www.rickroberge.com/Blog/bid/228792/LinkedIn-­‐ConnecKons   The  Inbound  Way  To  Use  LinkedIn   37   In  case  you  missed  it  in  the  beginning,  here's  how  you  can  reach  the  collaborators.   Rick  Roberge   Carole  Mahoney   Sarah  McIntyre   Michael  Hurczyn   Heather  Hurczyn  

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