Leveraging LinkedIn for B2B: Transitioning Contacts to Clients

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LinkedIn is more than an online rolodex or resume site! When used optimally, this powerful medium presents an opportunity to directly connect with your target audience and strategically transition connections into leads. In this presentation, Rachel will share tactics for how to make lasting connections, enhance current relationships, and strategically transition contacts into viable leads. Shell also share some common best practices to help you stand out from the crowd! Topics covered: Setting the stage: creating an optimal LinkedIn profile Prospecting using groups and advanced search Staying Top-of-Mind with relevant content Transitioning contacts to leads Utilizing best practices

Text of Leveraging LinkedIn for B2B: Transitioning Contacts to Clients

  • Leveraging LinkedIn for B2B: Transitioning Contacts to Clients with Rachel Strella www.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
  • Todays 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 Action To receive a copy of todays presentation, please leave your your business card or email address!
  • LinkedIn Profile
  • LinkedIn Profile Include 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 tagline LinkedIn Profile Accurate Keyword-laden Free of jargon Include the name of your company
  • LinkedIn Profile
  • LinkedIn Profile For banking professionals, I do not recommend getting too creative with a headline
  • Complete contact info LinkedIn Profile Email, phone, address Include three websites and customize them Customize domain to include your name
  • Complete contact info LinkedIn 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 summary LinkedIn Profile
  • Include skills LinkedIn 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 Groups EMR Billing Client Groups
  • LinkedIn Groups The 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 youre connecting First impressions matter
  • Connect Appropriately Making a Connection
  • Making a Connection Networking 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 Connection Example 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 Connection Example for The Victory Bank Dear John, This is Saul Rivkin. Im 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 thats relevant to several of your IDEAL clients of whom youre 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 thats relevant to their needs Send the content with a personalized message Track on the sheet
  • Relevant Content Example for EMR client
  • Relevant Content Example for Political Risk client
  • Relevant Content Tips! Its 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 Leads To 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
  • Training Groups Consider a few characteristics of your target audience. Ideas: Industry Location Title
  • Training Advanced Search Narrow search criteria Keyword(s) Title Location *Aim for shared groups
  • Questions