Advanced LinkedIn for the Power User (April 2016 Edition)

Advanced LinkedIn for
the Power User

Download this slide deck at: http://bit.ly/LIPOWERUSER16
 Advanced Strategy
 How to write a LinkedIn Marketing Plan
 Advanced Prospecting
 Advanced searching techniques
 Advanced messaging techniques
 LinkedIn Premium
 Advanced Management
 Maximize your offline memberships
 How to run a LinkedIn group
 Managing a team of salespeople
 LinkedIn Ads
 Apps, tools, tips, and tricks
 LinkedIn CRM functionality
 What to outsource & what not to

 We will have Q&A at the end of each
section.

Download this slide deck at:
http://bit.ly/LIPOWERUSER16

What is your one main desired
takeaway today?

 I posted a downloadable piece of content on
my blog (with registration form)
 Shared that blog article:
 As a LinkedIn status update
 In 49 out of 50 LinkedIn groups

 I received the following from LinkedIn
 4,755 page views on that article
 1,634 website visits
 1,083 downloads on new content
 460 downloads on old content (linked to by new)
 851 new email subscribers
 930 page views on an older article (linked to by new)
 51 group post “likes”
 36 new connection requests
 27 group post comments

SEO & Social Media
Blog Articles
Downloads
Email Mktg
Webinars
LEADS

?
?
?
?
?
LEADS

 Audience
 Brand Messaging & Content
 Connecting & Prospecting
 Engagement & Follow up
 Ads
 Goals & Measurement

 Who EXACTLY are
you going after?
 Prospects? Strategic
Partners? Referral
Sources?

 Define demographics
 Age
 Gender
 Occupation/position
 Industry
 Company size
 Geographical region
 Education level

 Define psychographics
 What are their needs?
 What are their buying habits?
 What are their beliefs and values?
 What publications do they read (online & offline)?
 What do they love to do (hobbies/activities)?
 What do your clients care about when it comes to your services?

 Define situational characteristics
 What is the situation they are in that you can help with??
 What keywords might they be searching online with?
 Define pain points
 What are the most painful problems or issues that your market is
trying to deal with?Why?
 What keeps them up at night?
 What are they scared/afraid of?
 What negative things will happen if they DON’T use your
products/services?

Now that you know who you’re talking to,
what do they want to hear?

 Why are you better than your competition?
 Mission,Vision,Values
 Education? Experience? Customer Service?
 Define benefits of them using your services
 What good things will happen for them or their business?
 What positive emotional or egotistical effects would they experience?

 What do I want my prospects to know about me?
 What promises do I make?
 What advice do I have to offer?
 What tone do I speak in? Loud? Helpful? Fun?

 What do I NEVER talk about?
 Politics
 Religion
 Industry-specific debates

 Branded/Non-branded Ratio
 80/20, 70/30, 60/40….
 Whatever, just make it more often NOT about you
 Content should be GENUINELY USEFUL to the
audience

 Company Content (Blog Articles, Press Releases)
 Helpful Articles by Others
 Industry News
 Tips & Advice
 Multimedia: Photos,Videos, Infographics, etc.

 Make a list of blogs & news sites that consistently
produce good content
 Add those to an RSS reader
 Keywords for Google Alerts & Saved Searches in a
Social PostingTool

 Personal Status Updates
 1 to 2 times daily
 Company Page Updates
 1 to 2 times per week
 Group Posts
 Case-by-case basis
 Assess activity level & size of group

 Define types of engagement
 Commenting on status updates of connections
 Participating in group discussions
 Using the “Keep inTouch” feature
 Sending private messages
 Define types & timing of follow up
 Particularly for direct messages

 Define purpose
 More on that later
 Define budget
 Define results targets

 Why measure?
 So you can do
more of what
works and less of
what doesn’t!

 Increase my total number of connections by a
minimum of X per X (week, month, etc.)
 Increase LinkedIn-driven website & blog traffic by a
minimum of X% per X (week, month, etc.)
 Post activity should be a minimum of X posts per
(week, month, etc.)

 2 out of every 10 messages sent results in a meeting
 1 out of every 5 meetings leads to a proposal
 20% close ratio
Send 50 msgs = 10 meetings = 2 proposals = 0.4 sales (oops)
Send 150 msgs = 30 meetings = 6 proposals = 1 sale (yay!)
 Behavior Goal = Send 150 messages per month

Remember all that audience defining you did in your plan?
Put it to use here!

 Basic (free) account search results include:
 Max 100 profiles
 Basic filters to refine results
 Premium account search results include:
 See more info about people you're not yet connected with
 Unlimited search results (up to 3rd degree)
 Premium filters to refine your results

•Keywords
•First Name
•Last Name
•Title
•Company
•School
•Location
•Country
•Postal Code
•Relationship
•Current Company
•Industry
•Past Company
•School
•Profile Language
•Nonprofit Interests
•Groups
•Years of Experience
•Function
•Seniority Level
•Interested In
•Company Size
•Fortune
•When Joined
RED = Premium Only

 Quoted searches - For an exact phrase, enclose the phrase in quotation marks
(e.g. "product manager").
 NOT searches - To exclude a particular term, type that term with an uppercase
NOT immediately before it (e.g. programmer NOT manager).
 OR searches - To see results that include 1 or more terms in a list, separate the
terms with an uppercase OR (e.g. sales OR marketing).
 AND searches - To get results that must include 2 or more terms in a list, you
can use the upper-case word AND as a separator (e.g. manager AND director).
 Parenthetical searches - To do a complex search, you can combine terms
using parentheses. For example, to find people who have "VP" in their profiles,
or have both director AND division in their profiles, type: VP OR (director AND
division)

Now that you’ve found your audience:
 Request to connect
 Request introduction
 Send InMail
 Track in LinkedIn CRM

1. Recruiter
2. Job Seeker
3. Business Plus
4. Sales Navigator

 BOTH allow for:
 InMails
 Better searching
capabilities
 Full profiles
 More introduction
requests
 Sales Navigator adds:
 Lead recommendations
(finds decision makers)
 Lead Builder (list maker)
 TeamLink (find existing
connections amongst sales
team)

 InMails allow you to message people you’re
not connected to
 30x more likely to get a response than a cold
call
 Only deducted from balance if message is
accepted or responded to by recipient

 Try some prospecting without it
 (There’s PLENTY you can do for free!)
 Do a free trial for 30 days
 See how much you actually use it & how
much success you have

 Direct + Brief +Simple + Call to Action = More
Responses
 Personalize the message
 Make it about the prospect not you
 Invite them to have a conversation

 Grab their attention
 Pique interest by relating to them and
addressing their challenges
 Generate a response by adding a call to action

Subject line:Are you open to this?
Hi John,
Would you be open to an unusual but effective way to generate more referrals for your
firm?
If so, I’ll tell you about how one of our clients was able to generate over XXXX in new
business in less than XX all thru LinkedIn.
Would you be open to a 15mn introductory call to see if this makes sense?
Thank you for considering,
Julbert

 Join & be active in the online versions
of the offline groups you belong to
 Use the LinkedIn CRM feature to
segment & engage with fellow group
members
It takes an average of 7 “touches” to make a sale
Connecting & engaging with offline colleagues accelerates this
process

 Define
 Purpose
(hint: your company is NOT a purpose)
 Access level (open or closed)
 Rules
 Invitation quotas
 Posting quotas
 Engagement protocol
 Reporting metrics

 Join & Participate in other Groups
 Mingle with your target market
(hint: DON’T join groups you’re interested in)
 Become a thought leader
 Connect with other group members

 Step 1: Have a ROCK SOLID strategy plan
 Add to the plan
 A divide-and-conquer strategy
▪ Different target markets for different salespeople
 Quotas for each salesperson
 If your team is well-connected, consider trying
Sales NavigatorTeam Edition

Pros Cons
• HIGHLY targeted – the best
ad platform for a B2B
audience
• “Sponsored” content
options are an affordable
way to get a lot of
exposure
• Can be very expensive (but
”Sponsored” options are
reasonable), but even they
can add up if relying on LI
advertising a lot
• Their ad platform sucks.
Not intuitive and lack of
built-in conversion tracking
makes measuring results
difficult. Likely need an
agency to help
Hint, hint… Pam Ann Marketing can help! ;)

 Website (Sidebar)
 Not very effective
 (min bid $2.00 per click or $2.00 CPM)
 Company Page
 Pretty much pointless
 (min bid $2.00 per click or $2.00 CPM)
 Sponsored Updates & Direct
Sponsored Content
 Effective way to drive traffic to your
website (promote a landing page or an
article)
 (min bid $2.50/click or $10.50 CPM)
 Display Ads
 $25,000 minimum monthly
commitment
 Retargeting
 Extension of display network

Sponsored
Updates and/or
Direct Sponsored
Content are the
most effective and
least expensive
option for small
businesses
Example 1 of 2: Advertising a specific offering through Sponsored Content

Example2of2:PromotingBlogContent

Will LinkedIn ads work for you?
Try it and find out.
Run small tests & measure results.

Ideas for what to A/B test:
• Different pieces of content
• Different headlines and intro text on same article
• Different audience targeting
• Different times of day, days of week, etc.
Remember! Conversion tracking is crucial for measuring
results, but it not built in. Utilize Google Analytics URL
tagging and goals for this (or call Pam). 

 LinkedIn Mobile App
 LinkedIn Students
 LinkedIn Slide Shares
 LinkedIn Sales Navigator

 Scan business
cards
 Automatically
find those
people on
LinkedIn

 Schedule & post to
multiple places at once
 Individual profile
 Company profile
 Multiple groups
 Monitor activity easily

 Connect 25+
social profiles
 Schedule up to
2,000 posts per
profile
 Integrate with
Google Analytics
 Search thousands of
publications to find the
most relevant articles
you can share
 Provide professional
(business and
technology) and personal
(lifestyle, arts) content so
you can vary your voice

 LinkedIn Bookmarklet
lets you post a link to several places & groups at once
 https://www.linkedin.com/bookmarklet

 Rapportive
 For Gmail
 Vibe
 For Chrome (works for
webmail and online CRMs),
iPhone, Mac Desktop and
Outlook

 Official integrations (requires Sales Navigator)
 Salesforce
 Microsoft Dynamics
 Salesforce apps
 https://appexchange.salesforce.com/results?keywords=linkedin
 Some built-in functionality in others
 NimbleCRM
 Contactually

 UseTools & Apps
 Outsource SOME of it
 (more on that in a moment)
 Routines!
 On Mondays, I seek out new connections
 OnTuesdays, I share articles in groups
 OnWednesdays, etc. etc.

WhatTO Outsource What NOT to Outsource
• Searching & Suggesting
who to contact
• Selecting who to contact
• Reaching out • Responding
• Follow up
• Content discovery • Content selection
• Content scheduling
• Monitoring • Responding
• Reporting!

 Sooooooooooooooooooooooooooooo
oooooooooooooooooooooooooooooo
oooooooooooooooooooooooooooooo
ooooooooooooo important to have a
clear & detailed strategy plan if
someone is going to represent you on
LinkedIn in any way, shape, or form

 Strategy
 Have a plan
 SMART Goals
 Measure & Improve!
 Prospecting
 Plenty you can do for free
 Do a trial of Premium
 Messaging: Brief, Blunt, Basic
 Management
 Accelerate “7 touches” with offline
groups
 Divide & conquer if you have a team
 THINK & PLAN before starting a
group
 Ads
 Newsfeed options are the way to go
 Try a small test & measure results
 Apps,Tools,Tips,Tricks
 UseTools & Apps
 ROUTINES
 Outsource SOME

Advanced LinkedIn for the Power User
Download this slide deck at:
bit.ly/LIPOWERUSER16

Advanced LinkedIn for the Power User (April 2016 Edition)

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