LinkedIn LinkedIn B2B Sales StrategyB2B Sales Strategy

Getting Found, Filling the Sales Pipeline and Increasing Revenue

LinkedInLinkedIn

LinkedIn is the premier social networking site devoted solely to professionals. There is no other social networking site in which you have a greater chance of being able to interact with an influential decision maker due to the business focused nature of the community. LinkedIn remains one of the best social networking sites to market your business-to-business (B2B) products and services because of this special demographic.

LinkedInLinkedIn

First and foremost, LinkedIn is a social network. It’s not a “hear my pitch network”. It’s about building relationships with people who have common interests.

Why LinkedIn?Why LinkedIn?

#1 Professional Network Gold mine for sales opportunities Able to establish yourself as an expert

within the organization Source to Build Clients, Build Revenue &

Source Talent

Why LinkedIn?Why LinkedIn?

Attract very specific professionals Generate new leads and fill pipelines

Create inbound leads consistently

Shorter sales cycles Create a targeted tribe/online communities Maintain top of mind awareness through

consistent thoughtful content Establish cutting edge social strategies

LinkedIn Sales Strategy FocusLinkedIn Sales Strategy Focus

Develop compelling INDIVIDUAL PERSONAL PROFILES to Connect and build an onstage presence and Credibility with target prospects, customers, vendor partners and peers to:

Drive inbound leads and conversions Build Brand Awareness

The Foundation - CredibilityThe Foundation - Credibility

COMPLETE TEXT OVERHAUL OF COMPANY”S EXECUTIVE AND EMPLOYEE LINKEDIN PROFILES TO HELP INCREASE LEAD CONVERSIONS AND BUILD CREDIBILITY AS EXPERTS TO YOUR COMPANY’S MISSION.

Step One: Build Credibility by Step One: Build Credibility by Optimizing ProfileOptimizing Profile

Improve LinkedIn profile by getting into psyche of target market utilizing relevant optimized keywords/phrases in:

1. Professional headline

2. Profile summary

3. Presentation, webinar, etc links

4. Reading recommendations

5. Regular post activity

How to increase lead generation and client How to increase lead generation and client acquisition using the LinkedIn Profile?acquisition using the LinkedIn Profile?

Get into the psyche of your target market Ask what does the potential client want/need

and how can you supply that need and answer that need using the professional headline in the personal profile that would compel a person to click on your profile to find out more Add focus and/or goals met, numbers met,

acquisition met from case studies

How to increase lead generation and client How to increase lead generation and client acquisition using the LinkedIn Profile?acquisition using the LinkedIn Profile?

1. Professional Headline in Profile Specific Key WordsKey Words must

be used here related to the value of what a person could be looking for relative to value propositions.

For Example for Jill Frank: Experienced Internet Internet

Marketing ConsultantMarketing Consultant, Social Media Strategy, Social Media Strategy, Web Development & E-Web Development & E-Marketing Strategy and Marketing Strategy and ExecutionExecution

How to increase lead generation and client How to increase lead generation and client acquisition using the LinkedIn Profile?acquisition using the LinkedIn Profile?

2. Profile Summary Section Build credibility and Trust Add bullets points to highlight skills relative to your

Company’s Value Proposition using relevant relevant keywords/phraseskeywords/phrases. Talk to credibility plays. List of media outlets articles, awards etc.

For Example for Jill Frank: Small to Mid-Sized businesses hire Jill, owner of

Sterling Communications Inc., and her team for the following reasons:

- To replace the need for an in-house marketingin-house marketing department saving start-ups and established companies thousands to millions of upfront costs. - To stop companies from throwing money away at each “must-do” internet marketing technology and waiting for something to work. The difference between success and failure is creating AND executing the right internet internet marketing strategymarketing strategy. Sterling Communications can create and help execute the right plan for your B2B or e-commerce budget and timeline.. - To create and implement successful Social Media Strategies from recruitment to creative lead generation and sales apps. - To integrate design and usability with data to develop the right web design strategy to drive web design strategy to drive conversions for e-commerce and B2Bconversions for e-commerce and B2B.- To develop and execute internet marketing internet marketing campaigns with PPC, Remarketing, Call Metricscampaigns with PPC, Remarketing, Call Metrics and More- To develop Marketing proposition, positioning Marketing proposition, positioning and messaging.and messaging.- To develop realistic Marketing budgetsMarketing budgets

How to increase lead generation and client How to increase lead generation and client acquisition using the LinkedIn Profile?acquisition using the LinkedIn Profile?

3. Add presentations Add website links with

keyword titles of webinars, videos, ebooks, case studies that you have conducted establishing you as an expert relative to Value Proposition. Inbed the link using a bit.ly link to track clicks etc.

Profile Enhancements: Free AppsProfile Enhancements: Free Apps

Linkedin Apps – reach out to those outside of Linkedin but can tie them into your profile. Slideshare – post presentations, pdfs,

webinars Tweets Blog link/WordPress if applicable Amazon Reading List

RSS Feeds

Step 2: Generate Inbound Inquiries from Step 2: Generate Inbound Inquiries from Target MarketTarget Market

Step 2: Generate Inbound Inquiries from Step 2: Generate Inbound Inquiries from Target MarketTarget Market

1. Select employees to lead participation Designate a few sales employees to be internal

LinkedIn champions. To be most effective, these individuals should be social-network savvy; knowledgeable about your products, services and brand messaging; and have a desire to engage with target audiences.

Participants should also have the time availability each week to respond to LinkedIn discussions and questions relating to their areas of expertise. 

Note: Marketing can help with messages, email campaigns etc.  

Step 2: Generate Inbound Inquiries from Step 2: Generate Inbound Inquiries from Target Market – Engagement StrategyTarget Market – Engagement Strategy

2. Utilize LinkedIn Advanced Search

For Example: Expand network to target market

Title Fortune 1000s Software Technology City State

Generate Inbound LeadsGenerate Inbound Leads

LinkedIn Connect Strategy Create very personal outbound invite campaigns Connect Take off line as quick as possible

LinkedIn Group Strategy Create your own community (groups) and have high

participation through Announcements Posts with relevant content to groups

Join as many Groups with Groups searches and subgroups as you can

Engage and interact in Q&A in groups

Generate Interest/Inbound LeadsGenerate Interest/Inbound Leads

Share content on LinkedIn to include a photo, make it visible to anyone or just connections or just groups

Reshare from another connection

Creating a GroupCreating a Group

The Power Tree

- Define Mission of Group: Find the common bond that you have with clients- Create SEO Friendly Name- Remember it’s NOT about Your Company but the community it serves-Generate Conversation

Small to mid sizeTechnology Companies

Agile Method

Software Developers

LinkedIn Premium Test LinkedIn Premium Test RecommendationsRecommendations

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Understanding LinkedIn Premium Understanding LinkedIn Premium Features:Features:

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