LinkedIn For Prospecting

Matt O’Neill 484-704-9504

moneill@beyondinsurance.com

… • Develop and implement go-to-market sales positioning • Conducts market research to understand trends, buyer

behavior, and product preferences. • Manage thought leadership development by conducting and

publishing surveys and market briefs and, • Manage and consult with organizations in regards to their

digital and traditional marketing strategies, including websites, social media, content creation, and pipeline management

• Worked alongside teams ranging from small startups and single consultant/freelance firms to large publicly traded national organizations

MATT O’NEILL

@whoismattoneill https://www.linkedin.com/in/matthewdoneill

Beyond Insurance is a consulting firm that offers leadership training, cultural transformation, and talent and tactical development for enlightened professionals who are looking to take their organization to the next level. Since 2007, the proven and repeatable processes of Beyond Insurance have transformed organizations as measured by enhanced organic growth, productivity, profitability, and value in the marketplace.

BEYOND INSURANCE

Agenda

• Who is today’s buyer?

• Audit your own LinkedIn profile

• Uncover the four stages of the LinkedIn buyer’s journey

Consumers Buy Differently Today Than They Did 10 Years Ago!

PRE-INTERNET • Buyer: Relatively

uninformed.

• Buyer Journey: Linear.

• Marketing Playbook:

Interrupt (cold calls and

advertising).

TODAY • Buyer: Well-informed.

• Buyer Journey: Fluid and

random. Starts with Google.

• Marketing Playbook:

Thought leadership through

content creation.

3 Reasons You Can’t Interrupt Today’s Buyer

• The Abundance of Media • The media landscape has become so saturated that there’s

literally thousands of magazines, TV channels, radio stations, and websites for every conceivable interest.

• A History of Deceptive Advertising • Consumers are accustomed to false claims in advertising,

so even clever ads, while pleasant to watch, are perceived as dishonest.

• The “Tech Savvy” Consumer • Consumers gained access to tools and information that

enabled them to dodge interruptive brand messages and instead seek out information when they’re ready.

Social Media Comes into Play

Social Media allows the consumer to research and connect with people and brands they admire, trust, and receive value from.

Your Connections, Who Are They?

Your Connections, Who Are They?

Your Connections, Who Are They?

People You May Know

Types of LinkedIn Subscriptions • Free

• Limited access to # of searches • Limited number of profiles you can view within a

certain amount of time

• No InMails

• Limited network

• Paid Versions of LinkedIn • Land your dream job with Job Seeker. • Unlock sales opportunities with Sales Navigator.

• Find and hire talent with Recruiter Lite.

• Power your professional life with Business Plus. • Improve your skills with LinkedIn Learning.

“Similar To” Alumni Search

Sources Google Search

Calls-to-Action Landing Pages Lunch n’ Learns

Tags Inmail

Email Prospect Meeting CRM Integrations

Success Stories Posting “sharable” content Encourage communication

Ask to be connected

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Let’s Go through a LinkedIn Sales Funnel Methodology Step-by-step

“Similar To” Alumni Search

Sources Google Search

Attract

Strangers Visitors

“How do I find strangers and expose them to my brand?”

1. “Similar To…” Feature

2. Alumni Search

3. Leverage Your Mutual Connections

4. Prospecting / Sourcing via LinkedIn

Prospecting / Sourcing via LinkedIn • Parentheses serve as brackets around a

string ( )

• Quotation marks serve as a way to group words together “ ”

• OR – Used to show that you would like it to find this OR that

• AND – Used to show that you would like it to find this AND that

• NOT – Used to show that you don’t want it to find something NOT “President”

Search String

Example

(“CFO” OR “Chief Financial Officer” OR “HR Manager” OR “Human Resources Manager” OR “CEO” OR “Chief Executive Officer”) AND (“Assisted Living” OR “Nursing Home” OR “Residential Care”)

Search String

Example

Narrow the results down using: • Location, • Relationship • Company

By just including a postal code and a 50 mile radius, I’ve narrowed my results from 11,000+ people to 284 potential leads.

5. Boolean Google Search

Similar search feature as LinkedIn:

• Quotation marks: Will

surface results containing the exact phrase.

• OR: Will surface results that either contain search term A or search term B.

• AND: Will surface results that contain both search term A and search term B.

• NOT: Will surface results that contain search term A without search term B.

Calls-to-Action Landing Pages Lunch n’ Learns

Tags Inmail

Convert

Visitors Leads

“Now that I’ve found potential leads, how do I turn them into warm leads?”

Build a Network of Prospects

1. Go to the connections tab 2. If not selected, select

recently added 3. Hover your mouse over

each new connection 4. Select “Tag” 5. Add the connection to the

correct bucket

Build a Network of Prospects

Execute Simple Campaigns

“Hey [first name]!

I came across your profile and was really impressed by what you and your company is doing.

The reason I connected with you was I just recently published this [Call to action] which I thought you may have an interest in. If so, you can read all about it here:[link to content].

I’d love to get your thoughts on it once you’ve had a chance to review it.

Thanks very much! John Doe."

Email Prospect Meeting CRM Integrations

Close

Leads Customers

“How do I close the deal?”

Success Stories Posting “sharable” content Encourage communication

Ask to be connected

Delight

Customers Promoters

“How do I make my client an advocate?”

Q&A

THANK YOU FOR ATTENDING

moneill@beyondinsurance.com

484-704-9504

@whoismattoneill

https://www.linkedin.com/in/matthewdoneill