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LinkedIn Marketing Strategy

Step 5 – How to Nurture the Leads You Make from LinkedIn

Welcome to part 5 of our 5 Step LinkedIn Strategy to attract your ideal clients. If you missed part 4, you can find it here, where we discussed connecting with your ideal client. Now it’s time to nurture and convert them!

Here’s  a proposed plan on how to nurture your leads from LinkedIn:

 

Short on Time?  Here’s the Summary:

 

Step # 1 –  LinkedIn Message with Email – Send your digital brochure to provide some more information

Step # 2 – Sales Appointment by Phone or In person

Step # 3 – Send Proposal or Present it in person

Step # 4 – Win the business or continue with the nurturing of the relationship

Step # 5 – Prospective Client Receives Email Nurturing Sequence to provide further education about the topic.

Step # 6 – Remarket to them through Google Ads or Facebook

Step # 7 – Advertise on LinkedIn with Laser Focused Targetting

Step # 8 – Email Case Study Reports to show prospective clients what results your company achieves for its clients

Step # 9 – Make Follow up calls, perhaps inviting them to another event….

 

 

Step 5 : How to Nurture the Leads You Make from LinkedIn

This is the last step in our 5 step series and it involves pursuing the leads you’ve attracted. The best way to do this is to take your conversation off LinkedIn. When someone raises their hand and responds to your messages, or they find you organically, you want to develop the relationship off LinkedIn, so you can build a strong relationship. This is where this process merges with your existing marketing strategies and as such, we’ll make some suggestions on how you can proceed, but you will need to integrate them into your own processes.

Step 1 – Firstly, send an acknowledgement to your lead via LinkedIn, but then back it up with an email. LinkedIn messages can easily get lost in the LinkedIn message box, so use this as a reason to send that first email. Confirm that you’ve just sent them a message via LinkedIn but you’re sending it here too just in case they miss it in their LinkedIn messages. Upload your digital brochure / one pager etc and from there, keep the messages flowing from email, not LinkedIn.

Step 2 – The next step is generally to pre-qualify the call. Listen to the questions they’re asking and make sure that you can help them, and that they’re a good fit for your company.

Step 3 – Arrange to meet in person if you can. This step is overlooked in today’s digital age, but good relationships start with meeting people in the flesh. Smart business people can tell a lot from speaking to people in person and its’ a great way to build relationships. If you can’t do an in-person meeting, a video meeting is the next best thing.

Step 4 – After the meeting, send your proposal.

Step 5 – Follow up with some personalised emails, sent once a week, fortnight or month (the duration will depend on the typical lifecycle of your sales pipeline). The emails should give them some great insights into your company and your methodologies. Share case studies of clients that you’ve helped.

Step 6 – Remarket through other channels. You can use alternative social media platforms and your own website. Speak to a Google ad consultant to make sure your Google Cookies are there and that you’re gaining all the information you can from your client’s traffic.

Step 7 – Advertise on LinkedIn. You will definitely want a professional to help you with this as it’s fairly expensive at approximately $5.50 per click. As a result, this tends to be the domain of bigger businesses who can devote $10K+ per month to it.

Step 8 – Share your Case studies. Show your market that you generate good results. You want them to feel that they have missed out by not making their decision when they did. Fear of missing out (FOMO) is a powerful emotional driver in the decision-making process.

Step 9 – Phone calls. Touch base with your client personally from time to time. A great pretext for a call is to invite them to an event you’re hosting or attending.

A mix of these activities will provide a varied approach to your nurturing process and they’ll all get your clients off LinkedIn and communicating with you directly. Hopefully, this translates into the client accepting your proposal. But after a while you will need to make the decision about when to move them off your lead pipeline. This is something only you can determine.

In summary, we’ve covered a lot of ground in these articles. Bonnie Power and the Perfect Boom team have developed and refined this 5 step process with clients from the professional services sector across a range of industries and we’re really excited to share it with you. If you’re interested in getting help implementing these strategies in your business, we can spend anywhere from 90 minutes to 3 hours per day building your business via LinkedIn. Please feel free to reach out and if we can assist in any way. We’d love to hear from you.

  • Missed Step 4?  View the video training on Step 4 of our LinkedIn Marketing Strategy
  • Ready to Learn more? 

Speaking with a LinkedIn Expert can give you clarity in what you want to achieve on LinkedIn, and how you should be positioning yourself and your company, so you are recognised as an Industry Leader.

Contact Bonnie Power via email on bonnie @ perfectboom.com or by phone on 1300 979 640

Step 4 – Propagate Leads on LinkedIn to Attract High Quality Clients

Now that the foundation work has been done, it’s time to start the prospecting step of the LinkedIn Marketing Strategy. In this step, we proactively reach out to the new connections through a sequence of messages that slowly and gently builds rapport.

If you prefer to read, rather than watch the video, please scroll down to the article we’ve written for you.

 

Why is LinkedIn so Effective in Attracting High Quality Leads?

When people go to LinkedIn, their mind is on the subject of work.  They are there to collaborate, to find suppliers and partnerships.

LinkedIn is the perfect platform to initiate a conversation with a prospective client.

 

 

An Example of a LinkedIn Messaging Sequence

 

 

The 5 Step LinkedIn Strategy to attract your ideal clients

Welcome to part 4 of our 5 Step LinkedIn Strategy to attract your ideal clients. If you missed part 3, you can find it here, where we discussed content. Now it’s time to attract some of those ideal clients!

 

Step 4 : Propagate Leads on LinkedIn to Attract High Quality Clients

Step 1 to 3 of this process has been setting the stage for this step – you’ve got your plan, your profile is one of the best, your content is establishing you as a thought leader and this is where the rubber hits the road, where your cash register starts to sing. You could wait for your ideal clients to find you organically, or be referred to you (and they will!) but if you want to grow your business exponentially, it’s now time to  proactively reach out to them.

When people go to LinkedIn, their mind is focused on work. They’re there to collaborate, to find suppliers and partnerships. LinkedIn is the perfect platform to initiate a conversation with a prospective client. We’ve put together a timeline to help you manage your strategy.

First, build your network. Use LinkedIn’s Sales Navigator to find a list of your ideal clients. For example, you can use it to show you a list of the business owners of accounting firms in Melbourne.

Then create a template of general content that will be relevant to most of them. DO NOT use the generic template that LinkedIn provide. You will damage your brand and reputation by spamming people with generic messages that do nothing to build a relationship. Instead, consider the market you are focusing on, look at their profile, see if you’re connected to specific people and use that to personalise your message. The higher the worth of the client, the more personal the message should be.

Aim to get 10 messages a day out as a minimum, but if you’re serious about building your network, Perfect Boom offer this service at 50-70 messages per day. Then the timeline kicks in.

Day 1: The day your connection gets accepted. Remember, not everyone is on LinkedIn every day, so your request may take a couple weeks to be accepted.

Day 2-3: Send a personal message. Thank them for connecting, then offer a giveaway that helps them by providing industry insights. Then use a spreadsheet or CRM to track your outgoing marketing activity  and any responses. One of LinkedIn’s very few weak spots is that it’s not great as a lead tracker, so we suggest  you manually track what you’re doing to measure success. If people are responding well to your thank you message, but not your marketing message, for example there’s a potential issue there. It’s the same with your posted content – Google analytics will show if people are following the links to your site and helps to highlight the most successful articles.

Day 30: Send a marketing message. There will be a small percentage of people who you’ve connected to who are actually ready to invest in your type of service in the immediate future. This is the “low hanging fruit”, they are ready to buy right now, and your timing is perfect!

Sending this message at around the 30 day mark is the perfect time to scoop up all these hot leads.  It’s the best way to get a return on the effort you’ve put into your LinkedIn profile.

The main gist of the message will be to ask them if they’re interested in finding out more about how you could help them. The message can’t be salesly, it has to be conversational.

If there’s no response to your day 30 offer, don’t give up. They might not be ready to do business with you right now, but that doesn’t mean they won’t be in the future. At around day 50, share a link to some pillar content. Every 3 weeks or so, send another message to them. Invite them to an event you’re attending, ask for their opinion on some research you’re doing, send more pillar content. Each message, when well crafted, further establishes your credibility as a thought leader. There will be more on nurturing your leads in step 5.

If you get to about day 150 and they’re just not responding to you, start looking at their 2nd degree connections. If you feel comfortable and you feel it’s appropriate, ask to be introduced to them. They might not be interested in your services right now, but you can leverage the goodwill you’ve built up to get to someone else who might.

By now this must seem like a LOT of effort, and yes, it is. But if your lifetime engagement is in the $20K-100K mark per client, then the time and effort invested in this process is worth it. This is high level engagement stuff, it’s consistent, it’s considered, it’s strategic, and as a result, it works.

 

  • Missed Step 3?  View the video training on Step 3 of our LinkedIn Marketing Strategy
  • Ready to Learn more?  View Step 5 of the LinkedIn Marketing Strategy
  • Want to speak with a LinkedIn Expert? 

Contact Bonnie Power via email on bonnie @ perfectboom.com or by phone on 1300 979 640

Step 3: Promote Your Thought Leadership through 5 Types of Content

In this video we go over the 5 Steps to promote Your brand and develop trust with your audience. We go over how to re-purpose your blog posts as LinkedIn articles, share your video content and key messages to build pre-eminence across your market.

If you prefer to read, rather than watch the video, please scroll down to the article we’ve written for you.

This video training helps you to build your brand with your target market, and I’m confident that you’ll get an increase in leads and referrals just by doing this step.  It’s all about creating quality content that highlights your thought leadership, so you are recognised as a prominent industry leader.

The 5 Types of Content To Promote on LinkedIn


Short on Time?  Here’s the Summary:

Pillar Content

Fortnightly articles written by/for you.  Raise your profile as a prominent thought leader and someone to watch.

Popular Content

Become known as the go-to expert by finding and sharing  content that is already proven popular. Add your comments and opinions to industry issues.

Priming Content

Engage your audience with inspirational and/or educational images and infographics to build familiarity with your name in the LinkedIn Feed

Partner’s Content

Promote any relevant articles or posts your strategic partners, industry influencers or your team members post to build connections and community.

Participation Content 

Invite your target market to attend an event that you’ll be hosting (or at least attending), to start building the relationship off line.

The final takeaway is that consistent activity on the LinkedIn platform builds credibility and helps build trust with your prospective client and strategic partners.  I hope you find value from this video, and please feel free to leave a comment below or get in contact via email (support @ perfectboom.com) or by calling us on 1300 979 640.

 

content that creates thought leadership
An example of Participation content and Partners Content were a few posts I put out on LinkedIn to promote a colleague’s event (the 2017 Social Selling Forum organised by Graham Hawkins)

The 5 Step LinkedIn Strategy to attract your ideal clients

Welcome to part 3 of our 5 Step LinkedIn Strategy to attract your ideal clients. If you missed part 2, you can find it here, where we discussed creating an exceptional LinkedIn profile. Now that you have that, it’s time for part 3 – building your thought leadership and credibility with great content.

 

Step 3 : Promote Your Thought Leadership through 5 Types of Content

A well thought out content strategy applied to LinkedIn provides a valuable tool for building your thought leadership and promoting your business. Here are our top 5 content types that you can use to raise your profile.

Pillar Content

Good pillar content raises your profile as a prominent thought leader and someone to watch. It emphasises the framework and methodology of your business – your IP, the systems and philosophies that drive you and your business.

Pillar content should be posted at least once a fortnight and most pillar content is created in article form. Publish the article to your website first and then create an almost duplicate on LinkedIn.

Add a link to your site on the LinkedIn version and make sure that you have plenty of opportunities to collect their details as they visit.

Popular Content

Sharing popular content builds your profile as someone who’s got their finger on the pulse of the industry and someone who’s up to date, on trend, and the go-to expert.

When you share articles, comment on them. State what you agree / disagree with. Provide a comment or ask a question.

buzzsumo.com is a great source to find popular, current content. It uses a key word search to locate articles that are trending right now and can be filtered by location, platform, language and time frame among others.

Priming Content

Priming content engages your audience by building familiarity. It’s all about showing up in their newsfeed and engaging with them. Priming content should be shared every day.

Suggestions include informational graphics, a tip of the week or an inspirational quote.

What values do you want your company to be known for and work by? Your priming content should reinforce those values.

Partner’s Content

Sharing external content that your target audience will be interested in further reinforces your status as a thought leader. Find and promote relevant articles or posts from your strategic partners, industry influencers or your team members to build connections and community.

Sharing the content of people you’d like to build a strategic partnership with is a great first step to building a relationship.

Participation Content

Are you hosting or attending an event that your target market would be interested in? Invite them to attend and let them know you’ll be there.

Events are a great opportunity for expanding your communications into an offline space and again, promoting content about other people’s events further emphasises your position as a thought leader.

 

 

Now that we’ve got your content sorted out, it’s time to look at getting some of those leads through the door! Coming soon: Step 4 – Propagate Leads on LinkedIn to Attract High Quality Clients.

 

  • Missed Step 2?  View the video training on Step 2of our LinkedIn Marketing Strategy
  • Ready to Learn more?  View Step 4 of the LinkedIn Marketing Strategy

Want to Speak with a LinkedIn Expert? 

Contact Bonnie Power via email on bonnie @ perfectboom.com or by phone on 1300 979 640

 

 

Step 2: Position Yourself as an Industry Leader – LinkedIn Marketing Strategy

In this video, you’ll learn how to position your personal and company brand as trustworthy and knowledgeable through a strong online profile.  This will create the perfect foundation for all future prospective clients and referral partners to view, when you have been recommended or referred.  If you prefer to read, rather than watch the video, please scroll down to the article we’ve written for you.

How to Use LinkedIn to Position Yourself as an Industry Leader 

 Short on Time?  Here’s the Summary:

Step 2 – How to Position Yourself on LinkedIn so You Generate More High Quality Leads

Strengthen your business’s online presence by optimising the LinkedIn profiles of your team, as well as your company’s LinkedIn company page with content that attracts your ideal type of client.

  • Articulate the results you’ve delivered through testimonials and case studies
  • Build your first degree connections with your perfect type of client or JV partner
  • Create goodwill with your audience by sharing your high quality content
  • Demonstrate excellence by showcasing awards and details of relevant projects
  • Express your opinions and general recommendations on industry issues.
  • Find partners and colleagues to share your best content.
  • Get an emotional connection by showing the passion you have for your clients.
  • Help your audience see the value you provide by sharing your IP.

 

The 5 Step LinkedIn Strategy to attract your ideal clients

Welcome to part 2 of our 5 Step LinkedIn Strategy to attract your ideal clients. If you missed part 1, you can find it here, where we discussed creating your target audience. Now that you know who you want to attract, it’s time for part 2 – what you’re saying to them when they find you.

 

Step 2 : How to position yourself on LinkedIn so you generate more high quality leads

You’ve probably heard the quote “You don’t get a second chance to make a first impression”. But have you considered that in this digital age, the first impression you make nowadays increasingly isn’t the one you make in person? In the professional arena, your first impression is often your LinkedIn profile.

In addition to perspective clients, your page may be viewed by potential investors, joint venture partners or members of the media.

The objective of your LinkedIn profile is for you to be seen as a prominent and credible figure, passionate about the industry and with original views and information to share.

In this article, we’re going to look at what your LinkedIn profile should contain.

  1. Your LinkedIn Headshot

Your photo is usually the first element that visitors to your page will look at. It must be professional, but professional doesn’t mean a cold, clinical headshot with a forced smile. A good headshot photographer can create a photo that captures your character and creates engagement.

  1. Your LinkedIn Headline

Your headline appears just under your photo. It should be a snapshot of what you do and who you do it for. Your headline should use your keywords – the words your clients would use when searching for you online. It’s great for SEO.

Including symbols can help create a distinctive look as well as separating your headline’s key points. You can view Perfect Boom owner, Bonnie Power’s LinkedIn profile and see her headline here.  (note: the symbol feature is now only available via copy and paste from existing headlines – feel free to use Bonnie’s profile as a template).

  1. Your LinkedIn Summary

Below your headline is your Summary. This is not your resume. This section should encourage your perspective client to pick up the phone and speak to someone in your office. What do you do? Why do you do it? Do you service a niche industry or location? What can you do to help? Think like your perspective client – what do they want/need to know that will make them want to do business with you?

Longer summaries work best when you chunk them into sections. It avoids the ‘wall of text’ and is good for people skimming through your content, especially when they’re viewing on a mobile device.

Your summary should also include a call to action – an invitation to call, a download from your website such as a checklist or how-to information. A great call to action enhances your credibility.

  1. Your Experience Section

The next section is Experience. People don’t often scroll all the way down to view this, and so many people focus only on their headline and summary. But if anyone is going to check out your profile thoroughly, it will be an interested potential client doing due diligence. If they’re looking at this area, they’re highly interested in you.

Your experience should include the scope of clients have you worked for and what have you’ve achieved for them. Where possible, include statistics or case studies to back up your claims. Providing evidence of your results helps to separate the ”sayers” from the “doers”. Providing evidence of your results boosts the believability of your claims.

  1. Your Interests

Other elements to add include board membership, volunteer work, or support of charities and causes. These all help flesh you out as a person, they generate warmth and show your personality. If they resonate with your potential client, they can also be used as a conversation starter when they do contact you.

  1. Your Skills

Your Skills section should be in a relevant order. Encourage your existing contacts to endorse your key skills. People you connect with will view the skills and endorsements area for activity as nothing screams “fake, robot generated profile” more than an empty skills and endorsements area.

  1. Recommendations

The next section is your recommendations. Again, it’s not a commonly viewed area, but those that view it are those that are the most interested in you. Make sure you include recommendations are from the kind of businesses you want to attract, and ensure that at least 2 or 3 are from the last 12 months.

Now go back through and look at your whole profile. Does your LinkedIn profile really separate you from the pack? Does it show your breadth of knowledge and the scope of your experience? Think about your framework – how do you help your client go from where they are now to where they want to be? Create a sky-high overview that they can then use to get comfortable with you and your work.

Remember to have your other team members update their LinkedIn profiles too. Make sure that your messages are congruent – what the company does, what you stand for and what clients you have.

Tips on how to Use Your LinkedIn Profile to Build Your Company Brand Awareness

Articulating the results you’ve delivered through the through testimonials and case studies.

Building your 1st degree connections with clients and joint venture partners (covered in step 3).

Create goodwill with your audience by sharing your high-quality content.

Demonstrate your excellence by showing awards and projects.

Express your opinions on general industry issues.

Find the partners and colleagues to share your great content. You can do this via strategic use of messaging.

Get an emotional connection by showing your passion. This is where your content will differ as it’s not the same cold, clinical content that everyone else has on their profile.

Help your audience to see what you provide by sharing some of your IP.

The profile that follows these steps will truly be one that rises above the others and attracts those ideal clients. The next step is to get your name out there by associating it with some great content.

  • Missed Step 1?  View the video training on Step 1 of our LinkedIn Marketing Strategy
  • Ready to Learn more?  View Step 3 of the LinkedIn Marketing Strategy
  • Want to Speak with a LinkedIn Expert? 

Contact Bonnie Power via email on bonnie @ perfectboom.com or by phone on 1300 979 640

Step 1:  Plan Your LinkedIn Marketing Strategy

There are 3 elements to consider when creating your plan on how to use LinkedIn to build your professional brand and attract new opportunities, watch the video to see what to conider in each element.

The 3 Elements to Consider when Planning Your LinkedIn Marketing Strategy

1. Target Market

You’ll get the best results when you become laser focused on your target market.

2. Marketing Messages

After attracting your ideal type of clients to become connections,  a special invitation will be sent to your target audience.

3. Content Strategy

Your LinkedIn activities focus on promoting your thought leadership and showing your market you understand their key problems.

 

 

Step 1 : Plan your LinkedIn Strategy

Why is social media such an unrewarding time sink for many businesses? Because they take a ‘spray and pray’ approach – they churn out huge amounts of material across many different platforms, hoping it will be seen by the right people. They also assume they know what their clients want, which means their message isn’t always hitting its mark. Before you can position, promote, propagate or pursue, you must have a Plan.

A plan doesn’t just save you time and effort, it’s also about understanding your success. If you don’t know what you want to achieve, you won’t’ get there. Or if you do, you won’t realise you have!

The first part of your plan should be your ideal client. Who are they? What sort of company do they work for? Where are they located? What size company are they? Who’s making the decisions on whether to engage you? Invest the time to answer these questions as fully as you can – they form the basis of your LinkedIn Avatar and are all targeting fields in LinkedIn’s Sales Navigator.

Now that we know who we’re talking to, what do they need? Specifically, what type of content would they need to see on your profile and your website to make them confident that you are worth connecting with and speaking to? This is where your content will be king. It needs to be the cream that rises to the top, above what your competitors are churning out (more about this in step 2).

Finally, what are you going to do when your ideal clients do start talking to you? That’s when your marketing sequence is required. When speaking to a potential ideal client, start where they are – uncover their core problem. What’s going on in their minds? Why are they wanting to speak to you? What do you have that they need?

The most effective initial conversations come from communicators that can understand their clients’ needs and can make them feel confident the solutions are at hand. An effective marketing sequence will ensure that you’re engaging effectively with your potential clients right from the get-go, making it easier for you to start to educate them and then slowly steer them towards finding out more about what you have to offer.

Sounds like a lot doesn’t it? Well, it is. But these 3 parts of your LinkedIn plan – your who, your what and your how of communicating with your clients is critical to ensuring that your strategy is an effective, efficient and targeted one.

 

  • Ready to Learn more?  View Step 2 of the LinkedIn Marketing Strategy
  • Want to Speak with a LinkedIn Expert? 

Contact Bonnie Power via email on bonnie @ perfectboom.com or by phone on 1300 979 640

LinkedIn Expert Reveals How to Generate Leads on LinkedIn

In this video, we’re going to cover the 5 steps to create a steady flow of new leads coming in from LinkedIn. Here’s an overview:

LinkedIn Marketing Strategy – An Overview

  • Step 1: Plan Your LinkedIn  Strategy – Plan the strategy you’ll use to build relationships with your prospective clients and strategic partners. – Watch the video training 
  • Step 2: Position Yourself as an Industry Leader – Position your personal and company brand as trust worthy and knowledgable through a strong online profile. – Watch the video training
  • Step 3: Promote Thought Leadership  – Promote your key messages through high quality articles, videos, podcasts and share with your target market on LinkedIn –   Watch the video training
  • Step 4: Propagate New Business  – Become laser focused on the top clients and partners you’d like to work within the next 12 months and start a conversation – Watch the video training
  • Step 5: Pursue Leads Off LinkedIn – Build the relationship offline and take the conversation off LinkedIn. Invite them to an event, or to chat with you to learn more. – Watch the video training

Why Consider Using a LinkedIn Marketing Strategy?

Is your business in a crowded marketplace? Have you got existing content (video, articles, thought leader material) that isn’t getting to the right sets of eyes? And does the whole electronic networking & social media machine sometimes seem like a total waste of time (or at the very least, the rewards aren’t worth the effort that you’re putting in)?

LinkedIn is the biggest and most well-known networking platform for Professional Services or B2B nosiness. It’s a good bet that if your ideal client is in those spaces, they’re on LinkedIn. But how do you find them? More importantly, once you’ve found them, how do you develop a successful relationship with them? And how do you do it without falling into the time-sink that is caused by unproductive social media business use? Read on!

Introducing the 5P Model to Attract Clients through LinkedIn

Perfect Boom has created the 5P model to help you attract your ideal clients via LinkedIn. The 5P model allows you to create a laser-focused strategy for communicating with your clients, levering your existing content in an efficient and targeted manner and then capitalising on the leads you generate. What are the 5Ps?

  • Plan
  • Position
  • Promote
  • Propagate
  • Pursue

Applied together to create a LinkedIn master plan, the 5Ps are designed to generate maximum results with minimal investment in time and resources. Let’s get right onto step 1.

  • Want to Speak with a LinkedIn Expert? 

Contact Bonnie Power via email on bonnie @ perfectboom.com 

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