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If you’re “on LinkedIn”, but not using it to educate your target audience, build your community or mine it for leads – then you’re wasting the most powerful social platform a business person could ever ask for! If you’ve been to workshops and webinars that show you how to setup your profile – and you’re past that point – then download and use this powerful presentation to grow your exposure and leads using LinkedIn. You will get a “walk-thru” showing you how Stephen’s team at LinkedInsite.com generates social exposure and generates leads for his clients using LinkedIn.
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@StephenHJones #LinkedInLeadGen
LinkedIn LinkedIn LinkedIn LinkedIn Exposure and Lead Exposure and Lead Exposure and Lead Exposure and Lead GenerationGenerationGenerationGeneration
@StephenHJones #LinkedInLeadGen
LinkedIn Profile Edit
@StephenHJones #LinkedInLeadGen
LinkedIn Profile Edit
@StephenHJones #LinkedInLeadGen
LinkedIn Profile Edit
@StephenHJones #LinkedInLeadGen
Who we are
Linked Insite provides… Social Media Exposure and Lead Generation Through LinkedIn
Strategy and implementation help for busy professionals
About Stephen H. Jones
• Owns and Manages GROWTH STRATEGIES, which provides marketing strategy and “hands-on”
assistance for businesses needing online (and offline) marketing and sales help
• Operates LINKED INSITE, which offers the LinkedIn Marketing Program that follows a proven
formula for social exposure and lead generation using LinkedIn
• Operates SOCIAL MEDIA DESTINATION, providing the support team for client account projects
and activities
• Recognized as a powerful strategic marketer, and professional consultant across multiple
industries for the past 18 years
Leigh Ellis, Project ManagerGrace Bragg, Project ManagerAndy Greider, Director of PM Mia Greenberg, Project Manager
@StephenHJones #LinkedInLeadGen
Todays’ Topic…
J.D. Power and Associates 2011 Home Buyer/Seller Study
Exposure and Lead Generation
@StephenHJones #LinkedInLeadGen
Today’s Agenda
1. Who's the Expert?• Positioning Yourself as the Expert
• Be a Resource for Your Prospects
• Using "Content Marketing" or "Education-Based Marketing"
2. Creating, Finding & Using Good Content• Where does good content come from?
• Where does it live?
• Tying the strategy together
3. LinkedIn Groups• Setting yourself up for success in other groups
• Using Discussions Wisely
• Building your own community
@StephenHJones #LinkedInLeadGen
Today’s Agenda
4. Connecting with Other Members• Inviting people who've "raised their hand"
• Inviting group members
• Inviting members of your community
5. Moving Them Through the Sales Funnel• Identifying prospects and partners
• Messaging ideal connections
• Tell them what you want them to do
6. Solutions and Q & A
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Who knows more about your products, services and industry…
your prospect?
or YOU?
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Positioning Yourself as the Expert
It’s critical for you to be seen as the “go-to” expert for your industry.
This gives you…
1. Credibility
2. Ability to be trusted / trustworthy
3. Recognition as the solution provider
4. Perception as the authority in your market
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Be a Resource for Your Prospects
“When you teach people how to buy your particular product or service, they will buy from you – because you’ve trained them how to.”– Chet Holmes
“Marketing is the lifelong process of educating your customers about why they should buy from you.”- Jay Abraham
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Be a Resource for Your Prospects
“Create content 20% of the time. Spend the other 80% of the time promoting what you created.”- Derek Halpern
Derek HalpernInternet Marketing “Guru” and founder of SocialTriggers.com
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Using "Content Marketing" or "Education-Based Marketing"
http://www.socialmediaexaminer.com/
1. Trust in Advertising is Terrible A recent report from
market research giant Nielsen
shows consumer trust in
traditional media advertising
has plummeted.
2. Content Marketing Delivers Quality Lead Generation “Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half,” said John Wanamaker.
This problem may be solved
with content marketing.
http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Using "Content Marketing" or "Education-Based Marketing"
3. Content Marketing Fulfills a Desire for More Information User behavior and technology is changing, consumers will now search out for information about your industry, before asking a real person or consulting other media. Marketers must rise to this challenge and build great content systems that engage, inspire, educate and inform users who seek.
4. Content Marketing Improves SEO Content Marketing willhelp you kill it on the SEO front, as search engines get smarterat delivering the right information to users, content marketingneeds to be at the center of any SEO strategy.
5. Content Marketing Will Position Your Brand as a LeaderProducing great, useful, authentic content will position your brand asa leader in your category, pushing brand uplift and vital word-of-mouth recommendations.
6. Content Marketing Will Influence Consumer Decision Making Content marketing can influence purchase intent and decision-making. Consumers are on average 70% of the way through the sales funnel before engaging directly with a brand. Content marketing allows you to influence decision makers well before they have made up their minds.
http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Using "Content Marketing" or "Education-Based Marketing"
7. Content Marketing Will Feed Your Native Advertising Great content has to find a way to its target audience. One way content can be distributed is to seed content using paid advertising products called native advertising. Native advertising is placed in a newsfeed on social media or relevant partner websites as a suggested post.
8. Content Marketing Delivers Strong ROI Because good content will last a long time, your investment in content marketing will remain
http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy
relevant for potentially many years. Also, studies have shown that per dollar, content marketing produces 3 times more leads than SEM and costs 30% less. Source: Kapost & ELOQUA
9. Social Media Feeds On Your Content Marketing Content forms the basis of your social media strategy, without great content, your social media platforms are worthless and people will not follow or engage with your brand on Twitter, Facebook or any other social network.
10. Consumers Will Love You Great Content marketing is useful for the target audience, it aims to help, inform, inspire and entertain. Helping your current and potential customers first, and not even thinking of selling, will build trust, word-of-mouth and deliver high quality, long term customers, advocates and super fans.
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Using "Content Marketing" or "Education-Based Marketing"
http://www.socialmediaexaminer.com/
http://thecustomercollective.com/
@StephenHJones #LinkedInLeadGen
I. Who's the Expert?
Using "Content Marketing" or "Education-Based Marketing"
“LinkedIn Increasingly Popular As Inbound Marketing Tool”
“Businesses need to establish themselves as reputable and authoritative, so their expertise draws leads into the sales funnel. Social networks offer opportunities for inbound marketing, and LinkedIn is especially effective in this regard.”
http://www.techieinsider.com/news/15618/linkedin-increasingly-popular/
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Where does
good content
come from?
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Where does good content come from?
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Where does it live?
On your WEBSITE
On your BLOG
On your SOCIAL COMMUNITIES
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Tying the strategy together
You want to get…
…people who are grouped
or associated by interest…
…to become engaged
with your message…
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Tying the strategy together
…pique their interest
to click for more…
…land on your
website, blog or
social community…
@StephenHJones #LinkedInLeadGen
II. Creating, Finding & Using Good Content
Tying the strategy together
…then interact with
your website…
…or engage with you
by phone or email…
@StephenHJones #LinkedInLeadGen
Questions and Answers
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Setting yourself up for success in other groups
Know who your ideal
“best buyer” prospects are
Search for them to find
out what groups they’re in
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Setting yourself up for success in other groups
Join yourself to those
(and similar) groups
Keep about an 80 / 20 rule
of prospects vs. your interests
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
Engage with membersusing discussions thateducate, inform orhelp…
…while at thesame time, positioningYOU as the resourceand industry expert!
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
START w/ quality
content from your
blog or etc.
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
THEN create a
conversational
question around
the topic; post as
a discussion.
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
POST it to as
many relevant
groups as you
can manage
responses for.
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
This one action, puts several things into motion for you…
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Using discussions wisely
Positions You as theThought Leader and Expert for This Area
1 2 3
Causes People Who Are Interested in the Subject to “Pop Their Head Up Out of the Crowd”
Interested Parties Will
Visit Your Link, Leave
a Comment, “Like”
Your Discussion and
Reach Out to You
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Building your own community
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Building your own community
1
Reasons for Building Your Own Community…
Attract the people you want to attract. Could be clients, prospects, partners, vendors or those of a certain interest.
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Building your own community
2
Reasons for Building Your Own Community…
You dictate control and set the culture of the group. You decide who’s in, what get’s discussed, etc
@StephenHJones #LinkedInLeadGen
III. LinkedIn Groups
Building your own community
3
Reasons for Building Your Own Community…
Better positioning w/ members. You can invite to connect w/you as the owner, promote others as “Manager”, etc
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting people who've "raised their hand"
How to engageWith new contactson LinkedIn…
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting people who've "raised their hand"
STEP 1
When someone comments
on your discussion, send
them an invitation to
connect (if they’re likely a
good contact for you).
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting people who've "raised their hand"
Same thing if they “Like”
your discussion…
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting people who've "raised their hand"
STEP 2
Since they’ve demonstrated
interest in your subject-matter
or solution…
…send a “unique” invitation to
connect with them that thanks
them for their comment or “Like”
Use “Groups” as the selection
for how you know this person.
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting group members
Another way to make
use of the groups you’ve
selected to join and
participate in…
…is to connect with
those likely prospects,
prospective partners or
good “connectors” in the
group.
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting group members
A conversation about connecting with someone you don’t know
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
J.D. Power and Associates 2011 Home Buyer/Seller Study
What happens when you don’t know Jack?
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
J.D. Power and Associates 2011 Home Buyer/Seller Study
What happens when you don’t know Jack?
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
J.D. Power and Associates 2011 Home Buyer/Seller Study
What happens when you don’t know Jack?
4 Reasons It Might Be Good to Connect with “Jack”:
1. Begins the relationship and rapport-building
process with them
2. Could be a “door opener” for you; someone
who could introduce you
3. Access to a particular contact he or she has
4. Possible JV partner for you
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting group members
Send 25 – 50 invitations per month to ideal contacts you share groups with.
@StephenHJones #LinkedInLeadGen
IV. Connecting with Other Members
Inviting members of your community
As the group Owner,
reach out to the 2nd
degree connection
members who might
make good…
prospects,JV partners, referrers,connectors, mentors,vendors and etc.
@StephenHJones #LinkedInLeadGen
RECAP
You understand YOU’re the expert, a resource for your industry and see the value of “education-based marketing”.
1
You understand the value of creating helpful, interesting content regularlythat’s posted on your website / blog.
2
You’ve set yourself up for success in groups by using discussions and building your own community.
3
You are connecting with group members who’ve "raised their hand“ and connecting w/quality people.
4
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Identifying prospects and partners
1st PRIORITY: Capture the people opting-in to your network
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Identifying prospects and partners
1st PRIORITY: Capture the people opting-in to your network
Based on their profile, determine if they would be a likely prospect or partner
for you based on: 1) their title 2) what they do 3) where they work 4) who’s in their network 5) what industry they’re in, etc.
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Identifying prospects and partners
1st PRIORITY: Capture the people opting-in to your network
Filter out those who are likely prospects or the decision-maker for your product
or service, and…
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Messaging ideal connections
2nd PRIORITY: Keep the engagement going
Send them a unique message – or series or messages – to continue the
communication and move the person to a phone call or email interaction
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Messaging ideal connections
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Messaging ideal connections
FOLLOW THESE RULES
RULE #1 Don’t try to sell your services – sell the
next communication
RULE #2 Keep your message short
RULE #3 Mention what’s in it for them
RULE #4 Pique their interest
RULE #5 Be clear and concise
and…
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Tell them what you want them to do
3rd PRIORITY: Get them to take action to do something
Now that you have their attention because they’ve engaged with your discussion
or accepted your invite request – what do you want them to do now…
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Tell them what you want them to do
Tell them what step to take next (but you don’t have to shout it)…
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Tell them what you want them to do
In your message to the new connection you’ve
identified you want to move through the sales funnel,
ask them:
• If they’re interested in an exploratory phone call
• A question about their industry, business, service,
etc to start an email conversation
• If they’d like to join your private email list (via Constant Contact) for helpful
periodic messages you send – never call it your newsletter
• If they’d be interested in passing referrals – which sets up a meeting
• How you can specifically help them, be a resource for them or answer a question
@StephenHJones #LinkedInLeadGen
V. Moving Them Through the Funnel
Move your Visitor through 4 simple steps
1. Create content that attracts your prospect
2. Distribute it to social communities of your target
3. Reach out to those who’ve engaged with your resource / information
4. Continue the interaction by sending them a message of next action
@StephenHJones #LinkedInLeadGen
Getting Started
If you KNOW this is what you need, but completely overwhelmed…
@StephenHJones #LinkedInLeadGen
Getting Started
@StephenHJones #LinkedInLeadGen
Getting Started
PROGRAM DETAILS
� Month-to-month program (no contract)
� Builds your network of 'ideal connections‘
� Positions you as the market educator, and 'go-to' expert for your
industry
� Creates and builds your own community of prospects
� Experienced and skilled Social Media Manager dedicated to you
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Initial Setup
� Create or optimize your personal profile
� Create or optimize your business profile
� Optimize your settings, privacy controls and preferences
� Join you to 50 business groups full of your target market prospects
� Create or optimize your business group, to attract and build a
community of your ideal 'best buyers'
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Ongoing Every Month
� Post 15+ strategic Network Updates (approximately every other day)
� Send 50 Invitations to targeted preferred connections
� Seek 2 Recommendations
� Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
� Send 'Thank You' message and Invitation Request to all who leave comments
or “Likes” your posts
� Create and distribute 1 strategic Poll survey
� Send up to 50 Invitations to connections to join your group
� Send 1 custom announcement message to all of your group members
�Manage and monitor your group postings and requests to join
� Send 1 custom message to all of your connections (as needed)
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Ongoing Every Month
� Post 15+ strategic Network Updates (approximately every other day)
� Send 50 Invitations to targeted preferred connections
� Seek 2 Recommendations
� Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
� Send 'Thank You' message and Invitation Request to all who leave comments
on your posts
� Create and distribute 1 strategic Poll survey
� Send up to 50 Invitations to connections to join your group
� Send 1 custom announcement message to all of your group members
� Manage and monitor your group postings and requests to join
� Send 1 custom message to all of your connections (as needed)
Month-to-month for only $2,000.00 /mo
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Ongoing Every Month
� Post 15+ strategic Network Updates (approximately every other day)
� Send 50 Invitations to targeted preferred connections
� Seek 2 Recommendations
� Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
� Send 'Thank You' message and Invitation Request to all who leave comments
on your posts
� Create and distribute 1 strategic Poll survey
� Send up to 50 Invitations to connections to join your group
� Send 1 custom announcement message to all of your group members
� Manage and monitor your group postings and requests to join
� Send 1 custom message to all of your connections (as needed)
Month-to-month investment: $300 - $595 per month
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Ongoing Every Month
� Post 15+ strategic Network Updates (approximately every other day)
� Send 50 Invitations to targeted preferred connections
� Seek 2 Recommendations
� Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
� Send 'Thank You' message and Invitation Request to all who leave comments
on your posts
� Create and distribute 1 strategic Poll survey
� Send up to 50 Invitations to connections to join your group
� Send 1 custom announcement message to all of your group members
� Manage and monitor your group postings and requests to join
� Send 1 custom message to all of your connections (as needed)
Month-to-month investment: $300 - $595 per monthOne-time setup fee of $197.00
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Getting Started
Ongoing Every Month
� Post 15+ strategic Network Updates (approximately every other day)
� Send 50 Invitations to targeted preferred connections
� Seek 2 Recommendations
� Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
� Send 'Thank You' message and Invitation Request to all who leave comments
on your posts
� Create and distribute 1 strategic Poll survey
� Send up to 50 Invitations to connections to join your group
� Send 1 custom announcement message to all of your group members
� Manage and monitor your group postings and requests to join
� Send 1 custom message to all of your connections (as needed)
Month-to-month investment: $300 - $595 per monthOne-time setup fee of $197.00 is waived as an attendee today
LinkedIn Marketing Program
@StephenHJones #LinkedInLeadGen
Questions and Answers
@StephenHJones #LinkedInLeadGen
Who We Are
Stephen H. Jones with Linked Insite
4701 SW Admiral Way, Suite 244
Seattle, WA 98116
206.601.2821
www.LinkedInsite.com
Our process is SIMPLE:
� We position you as the expert in your industry to your target
� Bring prospective clients / partners 'out of the woodwork' to engage with
your website and with you for follow-up
� Build your community of prospective clients / partners