Leveraging LinkedIn for B2B: Transitioning Contacts to Clients

with Rachel Strellawww.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

Today’s 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 ActionTo receive a copy of today’s presentation, please leave your your business card or email address!

LinkedIn Profile

LinkedIn ProfileInclude 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 taglineLinkedIn Profile

Accurate Keyword-laden Free of jargon Include the name of your

company

LinkedIn Profile

LinkedIn ProfileFor banking professionals, I do

not recommend getting too creative with a headline

Complete contact infoLinkedIn Profile

Email, phone, address Include three websites and

customize them Customize domain to

include your name

Complete contact infoLinkedIn 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 summaryLinkedIn Profile

Include skillsLinkedIn 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 GroupsEMR Billing Client Groups

LinkedIn GroupsThe 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 you’re connecting

First impressions matter

Connect Appropriately

Making a Connection

Making a ConnectionNetworking 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 ConnectionExample 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 ConnectionExample for The Victory Bank

Dear John,

This is Saul Rivkin. I’m 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 that’s relevant to

several of your IDEAL clients of whom you’re 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 that’s relevant to their needs

Send the content with a personalized message

Track on the sheet

Relevant ContentExample for EMR client

Relevant ContentExample for Political Risk client

Relevant Content – Tips! It’s 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 LeadsTo 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

TrainingGroups

Consider a few characteristics of your target audience. Ideas: Industry Location Title

TrainingAdvanced Search

Narrow search criteria Keyword(s) Title Location*Aim for shared groups

Questions