Personal branding and linked in prospecting
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Transcript of Personal branding and linked in prospecting
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Creating Your Personal Brand
&
LinkedIn Prospecting
By: Joel Katz Sales Engineering Manager [email protected]
407-628-6624
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LinkedIn is an invaluable resource for
reaching B2B buyers.
You can use it to promote yourself as a
thought leader, stay top of mind with
your customers, and gain valuable
information on prospects.
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• 84 Million Users in USA (259 Million Worldwide) • 184 Million Unique Visits to Linked In Monthly • 40% of Linked In Users Check Everyday • 38% of Linked In Visits Are Via Mobil Device • Average Time Users Spend on Linked In 17
Min./Month • 3 Million Business Pages & 1.2 Mil. Featured
Products and Services. • 2.1 Million Groups on Linked In • Average Number of Groups Members Join 7 • Most Used or Over Used Adjectives: Responsible,
Creative
* Stats According to Digital Marketing Rambling
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78% of those who use social media in sales outperform those who don’t .
— The Impact of Social Media on Sales Quota and
Corporate Revenue, A Sales Guy Consulting
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Creating Your Personal Brand
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The Wikipedia definition of brand begins with
“Branding includes a name, logo, slogan, and/or design scheme
associated with a product or service”
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The Wikipedia definition of brand begins with
“Branding includes a name, logo, slogan, and/or design scheme
associated with a product or service”
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Awareness
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Awareness Trust
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Awareness Trust
Perception
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Awareness Trust
Reputation Perception
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on
BRANDS ARE BORN OF
EXPERIENCE AND REFLECT
TRUST
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IT IS A MEASURE OF
REPUTATION
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PERC
EPTI
ON
S IN
TH
E M
IND
OF
A CO
NSU
MER
.
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SEARCH =
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COPY =
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=
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=
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“A brand is the sum of all feelings, thoughts and recognitions – positive
and negative – that people in the target audience
associate with a company, a product or service.”
- Steve McNamara, AdCracker.Com
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“A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well.”
–Jeff Bezos
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More solid brands mean strong identities both for the products
and for the people using them.
–Jeff Bezos
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“We choose one over the other on the basis of
our ‘perception’ of its reputation”
–Shivam Dhawan
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Perceptions are verbs:
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• “Apple Thinks Different
• IBM Solves
• Nike Exhorts
• Virgin Enlightens
• Sony Dreams…”
- Jean Marie Dru, Disruption
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Just like PERSONALITIES
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What is your
BRAND?
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WHAT do I DO?
WHO do I do it FOR?
HOW am I UNIQUE?
(WHERE do I do it?)
= YOU: The Brand
Develop A Personal Brand for Yourself
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For Most of Us Linked In is our Online Brand (Remember the four components of branding)
• Awareness – Who we are: Name, Title, Photo, Summary
• Trust – Our Credentials, Our Experience • Reputation – Skills, Achievements,
Recommendations • Perception – Interests, Personal Details, overall
feeling from profile (Hopefully a Verb) • YOUR PROSPECTS ARE CHECKING YOUR PROFILE
OUT TRY TO DIFFERENTIATE YOURSELF!!!
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Awareness: Good Use Of – Photo, Name, Title, Summary
• Use a professionally done head shot photo if possible (Smile)
• Change your default work title, Try To Say: – What you do
– Who you do it for
• Change Linked In URL to your name.
• Make The Summary Engaging: – Say how you do what you do
– Make It measurable if at all possible
– Write It from your prospects point of view
– Have a call to action if at all possible
– Include Samples of your work
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Trust and Reputation
• Highlight Work Experience
– Especially if you can show how you helped prospects achieve measurable results
• Highlight Special Skills
– Trainings
– Certifications
• Ask and Use Recommendations:
– Others vouching for you is great, especially if it is customers
– Best way to get recommendations is to give them
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Let’s Look At Some Examples
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•Good Photo •Good Title •Good Summary
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•Good Examples of Work
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•Good Use of Recommendations
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•Good Photo •Good Title •Good Summary Different Style
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•Good Use of Recommendations
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•Good Title: Who I am what I do, and for who
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•Good Summary, (A Bit To Long Though) Sample of my Work and Who I Am Following at Bottom
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•Good Use of Recommendations • CTL Company Link Included
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•Good Photo •Good Title
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•Don’t Do This!!! •Look at the Title!!! •But Funny though •Certainly a Differentiator
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Let’s explore some ways to use
LinkedIn for prospecting.
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Searches and Advanced Searches
• You can search contacts
• You can search companies (you can follow them as well)
• You can save searches and it will notify you of changes in your search profile
• Searches will show you 1st, 2nd, and 3rd level connections to that person.
• Prospecting Class on BMI Social Warrior Site – http://bmi.corp.intranet/bmgq/social-
warrior/prospecting
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Groups!!!
• Choose Groups Where Your Contacts Are – Industry Based
– Education / Charity Based (Alumni Associations, ETC.)
• Max Group Membership 50 Different Groups
• Observe First
• Ask Questions On Discussion Threads
• Start Relevant Discussion Threads
• Post Relevant Articles To Group
• NOT SALES INFO OR ADVERTISING
• Groups Allow You to Send In Mail To Other Group Members Even if They Are Not Your Contacts
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Develop Contact Based Prospecting !!! • Often Takes Between 10-12 Emails and Phone Calls
Before You Have Relevant Contact With Prospect • You Are More Likely to Get Sales Call Returned if You
Have Personal Connection – Check Profile to see if you have people in common – Check if you have University or Company in Common – When you reach out to them make sure you mention
commonality. This increases your odds 3x – When Mutual Connection calls on your behalf for
introduction , this increases your odds 4x – When you contact direct connection odds increase 12x
• Cultivate contacts similar to your ideal prospect. – Go Where they are off line and online – Initiate Conversations – Keep in touch with them
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Keeping In Touch With Prospects • Become a Content Provider
– Sift through info. to find articles valuable to prospects. (Doing this Daily or Weekly is best.)
– This elevates your credibility in prospects eyes
– Be Constantly on look out for relevant info. • Industry News Letters
• Business Press
• Videos and Magazines Prospects likely to read
– Send your Prospects short note with article link attached. Can send same note to multiple prospects.
• Share Articles online via Linked In, Face book, Twitter. – Simply click on share icon for relevant service
– Post to your profile, or actually send to your contacts or group.
– If you post to profile, when contacts sign on they will see your post.
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Other Relevant Info.
• Social Warrior Success Stories – http://bmi.corp.intranet/bmgq/social-
warrior/success-stories
• Social Warrior Tutorials – http://bmi.corp.intranet/bmgq/social-
warrior/tutorials
• Don’t Be A Pest: LinkedIn Settings Mistakes – http://www.forbes.com/sites/cherylsnappconner/201
4/01/25/the-important-linkedin-settings-most-people-miss/
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“Do what you want to be famous for
Because you are famous for what you do” - Kristian Anderson