Tina Clark and Gregg Dinino

for Sales Results

Tina ClarkManager, Digital & Social Media

Gregg DininoDirector of PR

Agenda

3

TIME TOPIC

9:00 Introductions

9:15LinkedIn 101Profile Optimization - Bringing Leads to YouGroups

10:00 WORKSHOP: Groups: identifying groups to connect with prospects

10:30 Break

10:45Smart Searching - Build your network and identify prospectsPremium Accounts –Options and value for sales3 ways to engage prospects & build relationships

11:30Assignment + follow up timing informationAssignment 1: Optimize your profileAssignment 2: Identify 10 potential prospects

11:45 General Q&A & discussion

LinkedIn 101

What is LinkedIn?

No, it’s like Facebook for business people.

322Million Users

35%Access Site Daily

2.1Million Groups

2.8Million Company Pages

200Countries

Why LinkedIn for Sales?

39%Series141%

41%Generate Business with LinkedIn

39%Pay for Premium

More Business Elite

459K Business Elite visit LinkedIn monthly

202K Business Elite visit LinkedIn daily

Elements for Successfully Using LinkedIn

• Profile• Multi-media• Endorsements• Publishing• Groups

Profile Optimization

Fill in All Information

Be as detailed as possibleUse relevant keywordsInclude full contact info

12

Update frequently – ~1x/mo - notifications put you on connections’ radar

Customize your vanity URL Add media (photos/docs) to your experience

TIPS

Add a Professional Photo

Post a professional headshotUse a close cropped view

13

BE THIS ROB LOWE NOT THIS ONE OR THIS ONE

11xM O R E L I K E L YT O B E V I E W E DW I T H A P H O T O

Craft a Headline

Craft your headline to be a mini value propositionSay WHAT you are, WHO you help and HOW you can help themUse active words and keywords

14

Be mindful of 120 character limit In edit mode: look at "Show examples" and

"See what others in your industry are using” TIPS

Write Summary with Buyer in Mind

Keep it short, engaging, and focused on successesUse keywords that your buyers might search forTell a story in natural language to capture attention of your ideal buyerClose with a concise call-to-actionInclude a “company sales” paragraph consistent across the sales force

15

List skills to allow connections to “endorse” youReciprocate: endorse others to grow your endorsementsKeep your skills tree pruned

6

Utilize Skills Endorsements

Editing Your Profile

Now We’re Talkin’

Personal Business

participate & create

boost thought leadership

meet colleagues

grow connections

grow leads

connect with customers

recruit new talent

conduct market research

connect with employees

expand your network

talk to your current network

find job opportunities

Be a part of the community, engage Stay focused and relevant Don’t promote – help, inform and ask questionsTI

PS

Groups

Option: Moderator

Groups

Types of Groups

CLOSED

• Discussions are only viewable by members of that group

OPEN

• Discussions are visible to all LinkedIn visitors and indexed for search

Groups Categories

Job related – ex: SalesSector – ex: industrial manufacturingGeographicAlumniBrain food: to help you develop your skills

Review the “Groups You May Like” Suggestions From LinkedIn

Get group ideas by looking at profiles of influential people in your industry & their group list

TIP

Finding Groups

Search by keyword in menu barBrowse connections’ groups

Finding Groups

Posting to Groups

Publish best content to on-topic groupsCheck for clicks and comments and respondFollow group guidelines on spam and self-promotion

Cannot add photos/videos directly, but featured image will be pulled in automatically

Post links to content from one of your publications or your own when relevant to the group

TIPS

Messaging Group Members

Send a message to a group member without being connectedClick the “Send message” link under the member's name. (note: this link will appear only if the member's settings allow them to be contacted by other group members)

Workshop: GROUPS

Workshop: GROUPS

Identify and join five groups relevant to your interests (personal and professional)Be prepared to share a group and it’s value to you

Smart SearchingBuild your network and identify prospects

Building Your Network

Search people by company or titleLook for secondary connectionsUse manual search for namesRequest an introductionAsk for referrals

Making LinkedIn Part of Your Routine

Daily or WeeklyConnect with people you’ve metCheck connections’ connectionsSee who’s viewed your profile

Identifying Prospects

Use Search to find the right decision maker at the right company.

Look for pride points, stats, or common groups or interests you can reference to make your message more relevant.

Look at the connections that you and the prospect might share and use those connections to your advantage.

3 Ways to Engage Prospects & Build Relationships

InMail

Reach anyone on LinkedIn, no introduction or contact info requiredProfessional, credible outreach - with your LinkedIn profile attachedAvailable with Premium accounts

Make Part of Daily Routine & InteractCongratulate connectionsEndorse connectionsView profilesCommentLike content & share relevant contentAsk best clients for testimonialsMake part of daily routineAdd icon/link to your email signatureReview suggested people to connect with & build your network

Provide Thought Leadership

Post educational contentUse LinkedIn PublisherComment in groups and on postsShare relevant articles

64%O F B 2 B B U Y E R S

A P P R E C I A T E H E A R I N G

F R O M S A L E S P E O P L E

LinkedIn Publisher

Extend the reach of your contentLook for the pencilPosts at least 3 paragraphsHeadlines : Clear beats cleverPromote content on LinkedIn AND elsewhere Use images, video, presentations, and documents for supportKeywords count

Premium Accounts

Premium Account Options

For Job Seekers LinkedInPremium

For Sales Professionals

For Recruiters

LinkedIn Premium

See expanded profilesMore search filters and resultsUp to 25 InMail messages per monthUp to 25 introduction requests

LinkedIn Premium

LinkedIn Sales Navigator

An enhanced experience for sales professionalsFind and target prospects more quicklyGet insights on people and companiesPersonalized recommendations on new leads

‒ Integrates with SalesForce‒ Mobile app available‒ Starts at $79.99 /month ‒ Team pricing available

Assignments: go to the group, join, see assignment, pick a date

Assignments

Optimize your profileJoin 10 groupsAdd 20 connectionsFollow-up conferencecall to review

Questions?