Leveraging LinkedIn for B2B: Transitioning Contacts to Clients
with Rachel Strellawww.strellasocialmedia.com
About LinkedIn For some, LinkedIn is just an
online rolodex or resume site Unknown to many, LinkedIn is
actually a B2B powerhouse filled with decision makers
It works if you know the tools and can take the time to use it consistently
Today’s Agenda Optimizing your profile The 2 gems of LinkedIn
Groups Advanced search
Connecting with prospects Staying relevant with content Transitioning contacts to leads Training and discussion
Putting Your Plan Into ActionTo receive a copy of today’s presentation, please leave your your business card or email address!
LinkedIn Profile
LinkedIn ProfileInclude a professional photo
Headshot or brand-relevant photo
Ideal size: Between 200 px x 200 px and 500 px x 500 px
LinkedIn Profile
Complete profile fully
LinkedIn Profile
Include a strong taglineLinkedIn Profile
Accurate Keyword-laden Free of jargon Include the name of your
company
LinkedIn Profile
LinkedIn ProfileFor banking professionals, I do
not recommend getting too creative with a headline
Complete contact infoLinkedIn Profile
Email, phone, address Include three websites and
customize them Customize domain to
include your name
Complete contact infoLinkedIn 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 summaryLinkedIn Profile
Include skillsLinkedIn Profile
Accurate Keyword-laden As many as possible (or
versions of as many as possible)
Include skills
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 GroupsEMR Billing Client Groups
LinkedIn GroupsThe Importance of LinkedIn Groups Share content or blog posts Contribute to valuable
discussions Connect with ideal clients
without having to secure an email address
LinkedIn Advanced Search
LinkedIn Advanced Search**
Search by: Keyword Location Title Industry Connection (Group, 2nd, etc.)
LinkedIn Advanced Search
LinkedIn Advanced Search
LinkedIn Advanced Search
Making a Connection
Making a Connection
Remember to sync your online and offline efforts by connecting with people you meet at networking events and mixers
Synergy is important
Making a Connection
Be sure to personalize the connection message and tell them how you know them or why you’re connecting
First impressions matter
Connect Appropriately
Making a Connection
Making a ConnectionNetworking Follow-up Example
Stacy,
This is Tina Smith. We met last night at the Tri-County Business Card Exchange. 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
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 ConnectionExample for our EMR Client
Dear Jill,
This is Beverly Reider with Medical Revenue Solutions. We offer an integrated EMR and PM web-based software solution. Our exemplary and ethical medical billing services help grow our clients’ practices. Please accept my connection request and tell me more about you! Beverly
Making a ConnectionExample for The Victory Bank
Dear John,
This is Saul Rivkin. I’m the VP/CRO for The Victory Bank, founded to optimize the financial lives of businesses & consumers in Montgomery, Chester and Berks Counties. I believe you are someone with whom I should connect. I hope you'll accept my request and tell me more about you!
Saul
Relevant Content
Relevant Content
Keeps you top of the mind Showcases goodwill, which
helps to build trust Contacts remember that you
gave them something and asked for nothing in return
Valuable Content Matters
Relevant Content Find content that’s relevant to
several of your IDEAL clients of whom you’re already connected to
Reach out with the value-based content
Aim to reach out to 3 connections each week
Relevant Content The best way to start is by
exporting your current connections into a file
To do so, go to ‘Network,’ then ‘Contacts’ then ‘Settings’ and ‘Export Connections’
Relevant Content
Relevant Content Sort that file by industry, title
or even in order of the top ‘hot’ prospects
Find content that’s relevant to their needs
Send the content with a personalized message
Track on the sheet
Relevant ContentExample for EMR client
Relevant ContentExample for Political Risk client
Relevant Content – Tips! It’s easier if you can find a
group of people in the same industry and send them similar content with a personalized message
Subscribe to blogs and newsletters of your target clients to aid in finding content
Relevant Content – Tips! Put this task in your calendar –
along with making new connections
Consider posting some content to your newsfeed, as well. Add a personal touch or message to it.
Transition Contacts to Leads
Transition Contacts to Leads It takes 8 to 12 follow-ups
before landing a sale B2B transactions tend to have
a longer sales process The key is to offer value and
ask for nothing in return This tactic alone can result in
direct leads
Transition Contacts to Leads
Engage!To move the needle beyond content
Transition Contacts to LeadsTo move the needle beyond content
Offer a referral Suggest a coffee Schedule to talk briefly after a
networking event
Track these items on the spreadsheet, too! If you have a hot lead, brainstorm how to keep this prospect in your corner!
LinkedIn Checklist Complete and optimize profile Join groups of target audience Find prospects using the
advanced search tool; connect appropriately
Offer valuable content to selected connections
Keep the conversation going and stay top-of-mind
Training
TrainingGroups
Consider a few characteristics of your target audience. Ideas: Industry Location Title
TrainingAdvanced Search
Narrow search criteria Keyword(s) Title Location*Aim for shared groups
Questions
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