80/20
RANK
OU
TPU
T
GABRIEL BRADLY
BRADLY.CO.NZ
80/20 LINKEDIN FOR ADVISERS
• How to attract new clients• How prospective clients buy intangible services• How and where buyers research• Typical New Zealand business owner• Opportunities for advisers• Top tactics
GABRIEL BRADLY
BRADLY.CO.NZ
QUICK POLL
Stay standing if you:
• Have a LinkedIn profile?• Have more than 100 connections?• Have more than 200 connections?• Research prospective clients?• See who views your profile?• Have a paid LinkedIn membership?• Have more than 300 connections?• Have more than 400 connections?
GABRIEL BRADLY
BRADLY.CO.NZ
QUESTION
What is LinkedIn?
CREDIBILITY BUILDING TOOL
GABRIEL BRADLY
BRADLY.CO.NZ
QUESTION
When a prospective client Google's your name, what do they find?
Would it help or hurt your chances?
GABRIEL BRADLY
BRADLY.CO.NZ
DONE FOR YOUMARKETING
PROSPECTS ARE
57%THROUGH THE SALES PROCESS BEFORE THEY CALL
CEB Marketing Leadership Council, 2012 Customer Purchase Decision-Making Survey
PROSPECTS CONSULT
10 INFORMATION SOURCES BEFORE THEY CALL
CEB Marketing Leadership Council, 2012 Customer Purchase Decision-Making Survey GABRIEL BRADLY
BRADLY.CO.NZ
DONE FOR YOUMARKETING
CONSULT
10INFORMATION
SOURCES
WEBSITE COMPETITORS WEBSITE
OFFLINE MEDIA
ONLINE FORUMS
Statistics New Zealand, Linked Employer-Employee Data, 2000–2011
NZ BUSINESS OWNERS BY AGE
GABRIEL BRADLY
BRADLY.CO.NZ
THE CASE FOR LINKEDIN
• Research prospective clients• Put your best foot forward• Position yourself as a thought leader• Opportunities to connect• Get in front of second degree connections• Advise clients with confidence
GABRIEL BRADLY
BRADLY.CO.NZ
DONE FOR YOUMARKETING
DONE FOR YOUMARKETING
DONE FOR YOUMARKETING
DONE FOR YOUMARKETING
OPPORTUNITIES TO CONNECT
GABRIEL BRADLY
BRADLY.CO.NZ
QUICK START TACTICS
1. Invest in a professional portrait2. Succinct, USP laden headline3. Write a compelling summary4. Results orientated work experience5. Give recommendations and get recommended6. Build quality connections7. Personally welcome new connections8. See and be seen9. Email signature10.Take offline relationships online
GABRIEL BRADLY
BRADLY.CO.NZ
• Converting Clicks Into Customers | Award Winning Author of Ultimate Guide to LinkedIn for Business
• Personal Chef specializing in gluten-free diets. Winner Seattle Personal Chef of the Year 2012.
• Social Media Expert driving successful campaigns on a shoestring budget. 800%+ ROI in the past 12 months.
• Bestselling Author and Professional Speaker energizing audiences to overcome limiting beliefs. 90%+ sat ratings.
• Increasing profits for senior living communities and home care agencies
GABRIEL BRADLY
BRADLY.CO.NZ
AVOID
• Connecting with people you don’t know• Engaging in discussion groups• Spending more than 20 minutes a day• Posting too much content• Using buzzwords• LinkedIn display advertising
GABRIEL BRADLY
BRADLY.CO.NZ
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