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linkedin marketing strategies

Your LinkedIn Marketing Plan – Element #1 is “Your Vision”

What’s Your Vision for the Company?

The smartest business owners and business leaders think strategically before launching a LinkedIn Marketing campaign.   Here is the first element, “Your Vision” which is unquestionably the most important to consider before anything else.

Key Questions to ask regarding your vision:

1. Describe what your business will look like in 3-5 years time.
2 . What type of clients do you want to attract?
3. What type of products and services do you want to be offering?
4. What do you want to be known for in terms of brand and culture?

What is Social Selling?

Social Selling Builds the “Know, Like and Trust Factor”

It’s a well known fact that  3% of the market are ready to buy now, the rest may sit on their problem for a while before finding a solution.

Social Selling lets us warm up the other 97% of our market, so when they are ready to buy, they buy from us.  Within the research phase, your prospective clients will look at your social media accounts, and this is where social selling starts.

Social selling will let them get to know you through reading your posts, watching your videos and reading the reviews that your clients are leaving around the web.  They’ll get familiar with they way you communicate your key messages, and they’ll become confident that your company is a good option for them to consider.

When it comes the day that they’re ready to buy, they’ll be contacting your company because they are already feeling warm to you and your company brand.

What is Social Selling?

Social Selling is simply what we do when we use social media platforms (like LinkedIn) to find, connect with, understand, and nurture prospective clients.  Social Selling helps you build up your company reputation and create a strong rapport with your connections and networks, because your brand becomes ‘top of mind’.

If you’re a sales professional, director, business owner, coach, consultant or marketing professional, you’re probably already Social Selling.  This is a good thing, because according to Accenture’s State of B2B Procurement Study, 94% of B2B buyers research online before making a business purchase.

Heres 3 Benefits of Social Selling:

  • Social Selling helps your salespeople become laser-targeted in their prospecting, allowing them to be more strategic with how they spend their time.
  • Social Selling enables your team to reach out to a bank of warm leads, this is especially effective when you want to market a special offer.
  • Social Selling could replace the need for cold calling, as your sales activity is more focused on ‘inbound marketing’ instead of cold out-reach.

How does Social Selling Differ from Traditional Selling?

Social Selling is a softer approach than traditional sales tactics.  It’s also a more long term approach to developing a strong reputation, so you get a steady flow of new leads, instead of the traditional approach which was more focused on short term activities and results.

(Image source)

My Experience with Social Selling

LinkedIn is my favourite platform for social selling, because that’s where you can connect with the decision makers and build a strong brand and online presence.

Over the last 12 months, I’ve used social selling to help my clients sell millions of dollars worth of services.  As a LinkedIn expert, I help my clients find and engage with their ideal type of clients, so they attract a steady flow of new leads.

The secret lies in the strategy behind the campaign.  You’ve got to really know your target market, and then build content and thought leadership around those topics that help your target audience solve their problems and achieve their goals.

Having a strong business network on the social media platform you choose to do your social selling is paramount for an effective campaign.  Your prospects are likely to trust you more when they see that you share many common connections.

Hands down the biggest leverage point to a successful campaign has been the copy used in the messages sent to prospects.  There are many people doing this wrong.  The message has to follow ‘direct response marketing’ methodologies so the prospect feels like you know them, and you understand their current situation.  Your messages need to show your personality, and not be written in a ‘stilted tone’ like a corporate brochure.  The idea is to engage them and compel them to take action once they’ve read your message.  Don’t make the mistake of sending out spammy messages and trying to make a sale within the first week of connecting with a prospect.  Customise your messages to them.

Interestingly, prospects find companies that use social selling principles on Facebook to be a little creepy, when compared to LinkedIn and other social media platforms.  I guess that’s because people go to Facebook to relax and zone out for a while….most B2B buyers don’t appreciate it when that space is invaded with sales messages.

LinkedIn research indicates  sales people who use Social Selling in their daily activities outsell colleagues who don’t use social media by 78%.

A to the E – How to Start Social Selling on LinkedIn

  • Angle Your Positioning –  Strategically position yourself to stand out when expressing your point of view. Consider what slant your competitors take when marketing themselves through social media and take a different angle by doing things differently.
  • Build Your Network – Make connections with your ideal type of client by sending them a personalised message that will resonate with them. Use LinkedIn’s advanced search functions and features found within Sales Navigator to
  • Create a Strong Brand – Share relevant content that will help position you for topics you want to be known for.  Use a conversational tone in your messages so you aren’t talking ‘at’ your market, instead you’re communicating with them, like you would if they were sitting in the same room as you.
  • Develop Thought Leadership – Write articles, post videos and give your opinion on the trends and issues happening within your industry, or within the industries of your target market.
  • Engage Your Audience – Encourage conversations under your articles and posts so you warm up your prospects and signal to them that your available to them, this will help your audience keep you and your company top of mind when they’re ready to buy.

 

 

 

And don’t forget that F word that doesn’t get done too often….Following Up.

The Fortune is in the Follow Up.

We’ve all been told that the “fortune is in the follow up”.

Studies show that it takes an average of 7- 21 points of contacts with a prospect to finally convert a lead into a sale. So, its alarming to find that the average sales person stops after 2 points of contact.

Following up with your prospects is easy to do within Sales Navigator.  You can also use a CRM to automate your follow ups to some degree.  We suggest you follow up with personalised messages within both LinkedIn’s message box, and via email as many people still don’t go into their LinkedIn inbox every day.

In any case, the aim to take the conversation off LinkedIn, and into a meeting – either by phone, Skype or email.

 

Interested to Know More?

Write a question in the comments section below, or contact our team via email support [@] perfectboom.com or via phone on 1300 979 640.

 

The 10 Rules to Writing a Great LinkedIn Profile that Generates Leads

Discover the 10 Rules our Professional LinkedIn Profile Writers Use to Write Powerful LinkedIn Profiles that Generate High Quality Leads

If you’d like to update your LinkedIn profile yourself, you might find these 10 rules helpful to ensure you are creating a strong first impression for your ideal type of clients.

Ensuring your LinkedIn profile is ‘up to spec’ is worth the effort, as many people who are referred to you will check out your online profile before they reach out to connect.  They will google your name, and up will pop your website, and then your social media profiles.  Since LinkedIn ranks highly in the search engines, any profile that has your name on it will be in the first few search results.

Check out your online presence

As a point of interest, you might want to see what results show up when your name is typed into google.

To see what the public sees, I’d suggest you open up an incognito window on your browser (press Control, Shift and N) so that you see what the public sees.

 

1. The Headline Explains What You Do 

The headline outlines what you do in laymen’s terms so a fourth grader could understand. If there is room in the 120 character limit, state the result you generate and who your target market is.  Ensure it’s optimized for SEO.

2. The Content Covers the Core Information

The 5 core questions of Who, What, Why, Where, and How are answered within the summary section. Your prospective clients have limited time to be pursuing your profile, so we recommend you get to the point and avoid flowery language.

3. The Experience Section Builds Credibility

Your current experience section (ie the company you are running now) shows proof that you deliver results for the scope of customers you want to attract more of. Fill in your past experience so your future prospective clients can see you’ve got strong experience and you’re not new to the industry.  This will help you build credibility, also, try to weave in statements that show you have good values, great customer service, and consistency in delivering a high quality service.

4. The Language Resonates with the Ideal Type of Client

Like every other piece of marketing collateral, we recommend you use the same words that the prospective client uses when they are speaking about their business, their goals, and their challenges so the key messages resonate with them.  This will help you convert ‘browsers into buyers’ as they will know you understand their situation, and you know how to help them.

5. The LinkedIn Profile is written in the first person

To build trust and rapport, the profile has to sound like it was written by you, it will make you appear more approachable to your prospective client.   Just be sure to keep the words like  “I”, “me” and “my” to a minimum. This rule is congruent with ‘direct response marketing’ methodologies and breaks down the barrier between you and your prospective clients.

6. There is Energy in the LinkedIn Profile

We recommend you use an ‘active voice’ instead of a boring ‘passive voice’ when writing.   Be confident and ‘stand in your power’ when writing your profile, sound like you are passionate about helping your clients and you’re proud of what your company does.  Make the words have ‘a sense of urgency’ that compels the reader to want to make contact with your company.

7. The Format Makes it Easy to Read

We break up the text so there is lots of white space, by writing short paragraphs. We use eye catching and relevant symbols in the profile to make it easy to read the profile from any device.

8. The LinkedIn Profile is Optimised

The keywords that are used to put SEO into your website are also used in the LinkedIn profile, company pages and all media because the LinkedIn profile is simply just another webpage that needs to rank on Google.

9. Every Section of Your LinkedIn Profile has a Call to Action

We suggest you make it easy for the reader to go from being curious, to taking the first step to get in contact with your company. There should be a compelling offer to encourage contact, such as an industry report, a FREE 15 minute call or a FREE checklist for them to download.

10. The LinkedIn Profile Pops with Great Images and Videos

The objective of the LinkedIn profile is to fully engages the prospective client and entice them to your website.  And since we know that everyone likes to take in information differently, your profile should offer a variety of ways to indulge your content.  We recommend you upload relevant videos, infographics, images and digital brochures to make it easy for the prospective client to do their research.

 

Congratulations You’re almost done.  

I hope you’ve found value in these 10 rules to writing a powerful LinkedIn profile that is going to help you attract new clients.

Once you’ve created your first draft, we suggest you let it sit for overnight.  Come back to your new LinkedIn profile the next day and read it like you were one of your future clients.

3 Things to do with your Draft LinkedIn Profile

 

  1. Think about how the words flow and edit any sentences to ensure you are creating powerful messages.
  2. Delete redundant words that serve little purpose in the sentence, you want to be succinct in your profile, so you are seen to respect your reader’s time.
  3. Pass it on to someone who knows a thing or two about marketing and ask them to proof read it for typos as well as make suggestions on how it could be edited so it helps you be positioned as the go-to-expert in your industry.

 

The 4 Steps to Using LinkedIn to Grow Your Business

The Infographic:  The 4 Steps to Using LinkedIn to Grow Your Business

 

The 4 Steps to Using LinkedIn to Grow Your Business

  1. Build a strong LinkedIn Profile and Optimise it for SEO to attract more clients and referral partners.
  2. Grow your network by using the advanced search functions of LinkedIn.
  3. Create compelling content that pitches you as knowledgeable and likeable.
  4. Reach out to your audience with an effective “non-salesly” message to connect over the phone /face to face.

The Top 10 Elements of a Powerful LinkedIn Profile

You’ve probably put ‘update my LinkedIn profile’ on your calendar as an important task, because you realise that many of the decision makers and executive level clients are making a judgement call based on how you come across online.  Discover how to strengthen your personal brand and attract new clients and opportunities on LinkedIn:

The Top 10 Elements of a Powerful LinkedIn Profile

The Top 10 Elements of a Powerful Profile

  1. Photo
  2. Headline
  3. Contact Details
  4. Industry
  5. Location
  6. Summary Section
  7. Employment Section
  8. Skills
  9. Recommendation
  10. Media

Here are the Slides:

Here’s a Summary of the 10 Elements to Update on Your LinkedIn Profile

1. Your LinkedIn Photo

The image you choose for your photo is one of the most important elements on LinkedIn.  It needs to be engaging, warm and essentially capture the essence of who you are as a person, and as a brand that represents your company.

2. Your Headline

The headline in your LinkedIn profile is the line of text that appears under your name and will appear in search results when someone googles your name.  This is like your ‘tagline’ or summary of what you do, and who you do it for.  It should explain what you do in less than 140 characters.  I would recommend you use the keyword that your prospective client would use when searching for you online.
Template for You to Use:

I help <insert your target market> with <insert your line of expertise> so they <outline their key goal or how you overcome their problems>

 

3. Your Contact Details

This is a drop down section in your LinkedIn profile that appears just under your name, and you’ll want to make it easy for people to see the webpages you want them to go and visit on your website, as well as your phone number and email address.  Watch the video to see how to edit the website section so your business name appears, instead of the default “Company Page”

 

4. Your Industry

There are 200+ industry categories, so choose the one that your clients would choose when they are searching for someone who offers your type of services.  You can see a complete list of the industries that LinkedIn have available for you to choose from by clicking here.

5. Your Location

Choose the Location where you’ll be happy to meet your clients on a day to day basis because  element of your LinkedIn profile is used as a search criteria when people are using LinkedIn to find someone with your type of expertise.

So if you’re from Melbourne, and prefer to work with clients in Melbourne because its easier to service them, then Melbourne, Australia is what you’d insert for your location.  Even if you’re audience is world wide, I’d still recommend you choose ‘where you call home’ as your location, because people want to know where you’re based.

There are some people who say ‘other’ or ‘online’ and this does nothing to build rapport with their prospective clients.

6. Your Summary Section

I have created a FREE LinkedIn Training on  How to Write a Powerful LinkedIn Summary to Generate More Leads which I suggest you check out, because it’s really good!

 

 

In an overview, here are the key points to include: 

  • Provide a snapshot of what you do and why you do it!
  • Outline what results you’ve delivered to your market
  • Show what your previous clients say as ‘testimonials’
  • List your contact details and FREE Offer

3 Tips – Summary Section

You’ve only got 2000 characters so:

1. Include your keywords
2. Get to the point
3. Use an engaging tone

7. Your Employment Section

Key Points to Include:

  • Describe the results you generated for your clients
    Outline the key job functions you took responsibility for
    Mention the industries / clients you worked with
    Use $ value to describe projects and % to describe the value you delivered.

Key Tip for Your Employment Section

Key Points to Include:

  • Describe the results you generated for your clients
    Outline the key job functions you took responsibility for
    Mention the industries / clients you worked with
    Use $ value to describe projects and % to describe the value you delivered.

8. Your Skills

Getting endorsed for the right skills will help you be found by prospective clients, as this section ranks highly for SEO on LinkedIn.

Find out more about ‘Skills and Endorsements’ on this blog post.

Key Tip for Your Skills

Rearrange the Skills in order of relevance.   You can also add and delete Skills!

9. Your LinkedIn Recommendations

Help your prospective clients to get the feeling you are a reliable professional, with a great track record.

You can find more information about how to ask for a recommendation on LinkedIn here.
Aim to get at least 3-10 recommendations

Key Tip – How to Ask for a Recommendation

  • Call or email to ask your client if they’ll willing to provide one.
  • Once they’ve responded, log into your profile and click the down arrow to the right of the button near your profile picture.
  • Click Ask to be recommended from the dropdown.
  • Follow the prompts to request the recommendation.
  • Click Send.

10. Your Media Portfolio

 

Finally, you can use your videos, images and infographics on your LinkedIn Profile to really make you stand out from your competition.  I’d recommend you update your background Image to include your logo, contact details, and a company tagline that shows what you do.  Then upload your best videos and 2-3 JPG images of Client Testimonials

 

 

If you’re still a little unsure if LinkedIn will be any good for your business, check out my previous blog posts:

  1. Are you Confused about LinkedIn?
  2. Why Should I be on LinkedIn.
  3. Interesting Facts about LinkedIn
  4. The 7 Step Formula for Generating Leads on LinkedIn
  5. CASE STUDY – How LinkedIn helped to Launch this professional services organisation

 

Interested to See How LinkedIn Can Help You Attract More Clients?

You’re welcome to book in 10 – 15 minutes to chat via phone or Skype so we can see if LinkedIn is likely to be a viable lead generation tool for your business.

Click on the link below and select a time that suits you.  

https://calendly.com/bonnie-5/call-bonnie-power

Prefer to Email?

Alternatively, feel free to email me bonnie [@] perfectboom.com

I look forward to speaking with you soon.

Bonnie Power

 

 

CEO
Perfect Boom

The 5 Steps to Creating a LinkedIn Company Page that Attracts More Clients

The 5 Steps to Creating a LinkedIn Company Page that Attracts More Clients

Bonnie Power 8 pointingStep 1: Establish Your Position
Step 2: Attract Top 50 Prospects
Step 3: Communicate Thought Leadership
Step 4: Engage Action
Step 5: Analyse the Results

Step 1: Create Your Company Page

Let clients know why your company exists, describe the values that lead your decision making and use the ‘Products and Services’ section of your Company Page to promote your most popular packages.

Step 2: Attract Top 50 Prospects

Once you’ve connected with your top 50 prospects on your LinkedIn profile, its time to invite them to follow your Company Page, so they can receive quality content that relates to them.

You can encourage them to follow your Company Page by letting them know that you have exclusive offers and special announcements that get communicated through the Company Page.

Let clients know why your company exists, describe the values that lead your decision making and use the ‘Products and Services’ section of your Company Page to promote your most popular packages.

Step 3: Communicate Thought Leadership

Create a calendar so you and your team curate and create content that is useful to your target market.

As the business leader, you should create a plan of the top 5 topics to focus on, and then allow your team to create content that supports your company’s views and strategies.
What are the Most Popular Types of Posts on LinkedIn?

According to LinkedIn, the best type of content you can create, curate and share on LinkedIn is:
Lists posts that had the title include the words “Top” and the numbers 3, 5, 10, 25, 30, 50, or 100. These types of posts get 40% more engagement than any other content.
Content that contains Links. Posts with links get 45% more engagement than those without links.
Posts that ask a question, particularly within the Title of the Post – get 50% more comments than posts without a question.
Images contained within the update get 98% higher comment rate.
Videos embedded in the posts get twice as many likes, shares and comments, and a 75% high share rate.

Step 4: Engage Action

Aim to create a conversation within your community of followers.

Each of your updates and posts should end with a ‘call to action’ that encourages your target market to make a comment, like or share your posts and updates.

Step 5: Analyse the Results

Your Company Page provides statistics and details of who has shared, liked and commented on your posts.

Follow up with people who do share or comment on your activity, because it can often instigate conversations that boost sales!

 

So that’s the 5 steps on how to create a company page that attracts more clients into your business.

If you have any questions, please feel free to use the comments section below:

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