Leveraging LinkedIn for B2B: Transitioning Contacts to Clients

with Rachel Strella

www.strellasocialmedia.com

Putting Your Plan Into Action

By a show of hands, how many of you know everyone else in this room?

Putting Your Plan Into Action

By a show of hands, how many of you are members of the SMPS LinkedIn Group?

Putting Your Plan Into Action

Key Takeaway: You get out, what you put into it.

Today’s PowerPoint I’ll email today’s attendees a copy of

the PowerPoint Presentation.

Today’s Agenda

Optimizing your profile LinkedIn Groups Advanced Search Connecting with prospects Staying relevant with content Maximizing your connections Discussion and training

LinkedIn Profile

LinkedIn Profile

Include a professional photo

Headshot or brand-relevant photo

Ideal size: Between 200 px x 200 px and 500 px x 500 px

LinkedIn Profile

LinkedIn Profile

One of my favorites…

LinkedIn Profile

Avoid shots with Fido…

Or animated characters…

Complete profile fully

LinkedIn Profile

Include a strong headline

LinkedIn Profile

Accurate Keyword-laden Free of jargon Include the name of your

company

LinkedIn Profile

LinkedIn Profile

For professionals, I do not recommend getting too creative with a headline

Complete contact info

LinkedIn Profile

Email, phone, address Include three websites and

customize them Customize domain to

include your name

Complete contact info

LinkedIn Profile

Nice job, Margy!

LinkedIn Profile

Personalize, Humanize, Summarize

LinkedIn Profile

First person Professional, but

conversational Mention experience How you help your customers

Write an engaging summary

Write an engaging summary LinkedIn Profile

A few of my favorites - #3 LinkedIn Profile

A few of my favorites - #2 LinkedIn Profile

A few of my favorites - #1 LinkedIn Profile

Include skills

LinkedIn Profile

Accurate Keyword-laden As many as possible (or

versions of as many as possible)

Include skills

LinkedIn Profile

Endorsements Based On Skills

LinkedIn Profile

Blue Number = Endorsements

LinkedIn Profile

LinkedIn Groups

LinkedIn Groups

Search for groups by keyword and location

Select groups that are active Join a mix of professional

networking groups and groups of your target audience

LinkedIn Groups

Risk Insurance Client Groups

LinkedIn Groups

The Importance of LinkedIn Groups

Share content or blog posts Contribute to valuable

discussions Connect with ideal clients

LinkedIn Advanced Search

LinkedIn Advanced Search

Search by: Keyword Location Title Industry Connection (Group, 2nd, etc.)

LinkedIn Advanced Search

LinkedIn Advanced Search

Possible Search Parameters: Keywords: Healthcare, Education,

Government Titles: Project Manager, Business

Development, Engineer, COO Location: Within 50 miles Connections: Group Members,

2nd connections.

Making a Connection

Making a Connection Synergy is important

Making a Connection First impressions matter

Connect Appropriately

Making a Connection

Making a Connection

Networking Follow-up Example Hi Stacy, This is Tina Smith. We met last night at the Chamber Mixer. It was a pleasure talking with you about your business goals. I would love to connect here and stay in touch. Sincerely, Tina

Making a Connection

Connecting with Prospective Customers, especially those you’ve never met, can be tricky. It’s important to put your best foot forward!

Connecting with Prospects

Making a Connection

Create a template message to targeted contacts

Adjust the name of the connection request

Make it a goal to connect with several new people each week

Connecting with Prospects

Making a Connection

Example for a Client Michael, My name is Nathan & I’m a 4th generation owner of Gingrich Memorials in Central PA. You may have guessed that we design cemetery memorials. The technology has changed, but our commitment to quality remains unmatched. I hope you’ll accept my invitation and tell me more about you. Nathan

Relevant Content

Relevant Content Valuable Content Matters

Relevant Content Newsfeed content

Relevant Content Publishing tool

Relevant Content Publishing tool

Relevant Content Publishing tool

Relevant Content Publishing tool

Maximizing Your Connections

Maximizing Your Connections

It takes 8 to 12 follow-ups before landing a sale

B2B transactions tend to have a longer sales process

Showcase goodwill with valuable content; build trust

Select ideal client contacts that you’re already connected to

Maximizing Your Connections

To get started, export connections

To do so, go to ‘Network,’ then ‘Contacts’ then ‘Settings’ and ‘Export Connections’

Maximizing Your Connections

Maximizing Your Connections

Sort that file Find relevant content Send with a personalized

message

Maximizing Your Connections

Quick tips

Group similar industries together

Find strong content resources Schedule time to do this each

week

Quick tips

Maximizing Your Connections

Maximizing Your Connections

Maximizing Your Connections

Maximizing Your Connections

Maximizing Your Connections

To move the needle beyond content

Offer a referral Suggest a coffee Schedule to talk briefly after a

networking event

Maximizing Your Connections

LinkedIn Checklist

Complete and optimize profile Join groups of target audience Find prospects using the

advanced search tool; connect appropriately

LinkedIn Checklist

Offer valuable content on the newsfeed and publishing tool

Provide resources to ideal clients

Keep the conversation going and stay top-of-mind

SPECIAL OFFER: Attendees ONLY!

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Training & Discussion