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Marketing Yourself & Your Business With

LinkedInJoseph G. Scott

VP & Creative Director,

Scott & Associates, Inc.

LinkedIn Statistics

• Started in 2002, Launched in 2003

• 4,500 members after 1st month

• 10/2016 – 467 million members in 200 countries; 128 million in US

• 72% of members are outside the US

• 2016 – projected searches: 6.2 billion – 16/member

• Average number of connections that CEO’s have: 930

• Most members “collect” connections & don’t use LinkedIn to grow their business

• I’ve been a member since 4/07 – 4,721 connections

LinkedIn

• Probably the most underutilized social media platform that can do your business the most good

Why use LinkedIn?

• Prospecting• Least “noisy” channel – Inmail vs. email/phone

• List generation capabilities

• Awareness• People can find you (and you can see it)

• Credibility• People “checking you out”

• Research• Find “relevant” data to get in the door

How You Can Use LinkedInWhat to Do How

Generate Prospect Lists Advanced Search

Increase Credibility 100% Complete Profile

Pre-Call Research Dig into Prospect Profiles

Get/Give Endorsements Quid pro quo

Competitive Research Competitor Profiles

Engaged Clients/Prospects Groups – create or join, open or closed

Top of Mind with Clients/Prospects Status Updates

Drive Web Traffic Send Links in Content

Hiring LinkedIn Jobs, Candidate Profiles

Advanced Search – Prospect List(s)Hunter email finder

Advanced Search – Prospect List(s)

Pre-Call Research

A 100% Complete Profile

A 100% Complete Profile - Posting

• 1/3 – 1/3 – 1/3 Content Rule-of-Thumb

• 1/3 About Business, in general (Marketing, Social Media…)

• 1/3 About Your Business (We just got a new client, completed a project…)

• 1/3 Personal (Here’s a cool video of Luther Vandross “owning” an audience…)

• It’s up to you – what feels right?

A 100% Complete Profile

• Most overused adjective: Creative

• Most used adjective: Responsible

• If you have a profile picture, the chance someone will accept your invitation: 14X

• Source: expandedramblings.com

A 100% Complete Profile - Endorsements

100% Complete Profile - Certifications

A 100% Complete Profile - Projects

A 100% Complete Profile - Publications

A 100% Complete Profile - Recommendations

Is any Interest being Generated?

Steve Grady

VP Global

Marketing Cymbet

InMail Language – Those you don’t know

The LinkedIn Loop

Prospect (advanced

search)

Research (profiles)

Contact

(Connection Request or InMail)

Credibility

(Your Profile)

Review

(Users who viewed you)

Prioritizing – Easy to do and easy not to do

“Prospecting

(LinkedIn)”“Closing Sales”

“Distractions” “Interruptions”

High

Low

Low High

URGENCY

IMP

OR

TA

NC

E

Activity Log – Make sure it gets doneDate/Time LinkedIn Activity Description How did it go? Duration

Value

(H-M-L-0)4/30/16 Prospect for Presidents of 11 - 50 Got list done – 10 prospects 15 minutes High

Improving Your Sales Team’s Profile

• Have one of your admins look at each sales team member’s profile, note number of Connections and Groups

• Go through LinkedIn 100% Complete Profile check list

• Give each sales team member’s beginning profile to them

• Have the admin check weekly for progress

Effective LinkedIn Prospecting

100% Complete Profile

Professional profile picture (what your sales team members would wear on a

face-to-face sales call – even inside sales)

Make sure that the profile is as impressive as they are

Work history

Volunteer positions

Skills & Expertise

Company or personal business-related blog

Make it obvious: Why do I want you in my network?

Effective LinkedIn ProspectingADVANCED SEARCH PREP Rating Comments

1. My profile 100% complete, I know how to use Advanced Search and save my

prospect list

Yes

2. I have a complete understanding of who I want as new client. Yes

3. I have concise and value-packed Connection Request text Yes

DURING REVIEWING PROFILES & SENDING CONNECTION REQUESTS Rating Comments

4. I look for, and make note of, Shared Connections Yes

5. I look for, and note, common Groups Mostly

6. I look to see how many connections they have (100+ usually means that they

are somewhat active LinkedIn users who may see my Connection Request

Yes

7. I click-though to their web site and look for ways that I can be of value Mostly

8. I click-through and read their blog and follow them on twitter, if applicable Mostly

9. I modify my Connection Request text to make it as relevant as possible for

each person

Yes

WRAP UP Rating Comments

10. I am keeping track of my Connection Requests and have a follow-up plan Yes

PERSONAL REACTION Rating Comments

11. I feel that I followed the steps and, maybe, discovered some others Yes

12. I feel some of these potential connections will become clients Yes

13. This was a productive use of my time YES!!!!

Leveraging LinkedIn

• Business Cards

• eMail Signatures

• eBrochures and other Documents

• Social Media Profiles

• Web Sites

Why upgrade from a Free account

LinkedIn Advertising

• You can get your ad in front of people by selecting:• Geography

• Company size

• Title

• Line of business

• Company – if you want to expand your business within a particular account

Wrap-Up on LinkedIn

Get Started (It’s easy to do and not to do)

Get into a ROUTINE - Do a little bit each day

Divide large tasks, i.e., send a few requests/day

Set start and stop times each day so it gets done

I’ve sent out an average of 2 – 3 Connection Requests each day since 4/07, I have 4,721+ connections and generate most of our new business from those connections.

WHAT WILL YOU DO?

Contact Info

• Joseph G. Scott

• joes@scottassoc.com

• 612-839-3800

• Or, connect with me on LinkedIn