LinkedIn OptimisationNurture, engage & prospect

Agenda

• 6 LinkedIn tips• 4 tasks to complete now & after• Summary• Q&A

Tip 1 – Be seen online

Users with complete profiles are 40 times more likely to receive opportunities

Tip 2 – Choose the right matches/connections

Answer the W’s

Source : Marketo

1. Why2. Who3. What4. When5. What next?

A recent example…

Do your homework first..

Tip 3 – Suspect, prospect, lead approach

4 things to consider…

1. Do you have a mutual connection/group?

2. What are they interested in?3. Engage, inform, inspire, action4. Build a relationship with shared

interests/goals

Suspect approach

1. Make a list of suspects by vertical2. Follow their company3. Write and share relevant content publically4. Build customer recommendations by vertical5. Invite them to a webinar on the topic6. Over time, suggest a call/meeting

Prospect approach

1. Invite to connect2. Research the prospect

role/objectives3. Send relevant engaging information4. Request a follow up phone call5. Invite to follow the company page

Lead approach

1. Invite to connect2. Send relevant industry content3. Invite to follow the company page4. Invite to webinars & events5. View their profile

Tip 4 – Cross-sell, upsell & build loyalty

4 ways to cross-sell on LinkedIn

1. Become thought-leaders2. Educate your audience via content3. Invite to attend webinars, groups &

events4. Write and distribute

factsheets/white papers

4 ways to build loyalty on LinkedIn

1. Create exclusive membership groups

2. Have a clear social media plan & content calendar in place

3. Define what success looks like4. Agree frequency, content type,

responsibilities and KPIs

Tip 5 – Launch/communicate in groups

Before you launch a group…

• Plan the content in advance with a content calendar

• Liaise with Marketing to drive and maintain momentum

• Have a clear set of KPI’s – engagement? Brand awareness? Delegate registration?

How to launch a group

Be search-friendly

Invite the right members to join

Gartner ITAM Group

1. You could launch an ITAM Gartner Group2. Invite prospects & customers attending to

join3. Distribute relevant agnostic information4. Invite guest speakers to join and host a q&a5. Distribute content during & post event

How to communicate in a group/forum

1. Be genuine2. Be agnostic3. Be helpful4. Be relevant5. Be informative

Tip 6 – In-mail communication

Why In-Mail often fails

• Subconsciously communicate “me-me-me” to the recipient.

• Don’t compel the reader to talk with you after clicking “accept.”

• Accidentally help prospects decide to ignore the message

3 best practice recommendations

1. Avoid starting your message with the word “I”

2. Let’s decide – subject line3. De-emphasis you and focus on the

prospect

For example..

Hi _________ (first name), As a member of the _________ (LinkedIn group) group, I wanted to introduce myself. I’m _______________(title or background) with _______________ (company) and wanted to connect with area professionals. If you are not open to connecting, please ignore this invite. Thanks!

Better yet..

Hi _________ (first name), We both participate in the ____________ group and should know each other because ____________ (insert specific, mutual benefit). How can my network of colleagues help advance your ambitions or bring you closer to goals? Thanks for considering the connection. I look forward to helping and hearing from you

Why it works?

• Emphasizing the other person by removing most of the “I”s.

• Giving the recipient a reason to act. You’re clearly stating “the WHY.” 

• “Bringing to life” an appealing idea: making your LinkedIn network available to advance their agenda.

• Creating interest. By asking a question we compel the recipient to consider answering. By asking the question we encourage the thought, “gee, how can this person’s network serve me right now?”

• Being polite without inviting deletion and increasing response

Define what success looks like

Action…

For now..

• Update your profile to be optimised• Follow SoftwareOne company page &

Sofarbeyond for digital updates• Join 3 vertical groups• Follow 5 customers

After today

• Connect with 5 new prospects each week

• Reach 500 + connections• Join 3 vertical groups and

strategically contribute• Share weekly relevant content

agreed with marketing in advance• Contribute to the SPM group

Summary

Summary

1. Optimise your profile2. Answer the w’s3. Be engaging and relevant to connections4. Plan a LinkedIn group launch in advance5. Be relevant, agnostic and genuine in

groups6. Write engaging in-mails to achieve

meetings7. Define what social media success is and

measure

Q & A

slides@sofarbeyond

Thanks