LinkedIn Marketing For Business: Increase Sales

LinkedIn Marketing For Business: Increase Sales


Do you want to turn LinkedIn into the most
powerful sales prospecting tool and driving revenue for your business, then you need to
stay tuned to this video. Before you can really build out your LinkedIn
network and use it as a sales prospecting tool, you first have to update that LinkedIn
profile and make it as optimized as possible. If you haven’t already done that, we made
a video link up top, check that out. That needs to be done before you can go into
this. So pause this and go watch it or if you’ve
already watched it, you can move on. So maybe you’ve got 100 connections, 50, maybe
you’ve got 500 a lot of times what salespeople are doing is they’re using LinkedIn as somewhat
of a research data type tool where they’ll go in there, type in a name, type in a company,
look at the employees at that company to find the name of the person that they’re going
to then try and sell to, regardless of what industry they’re in or what function that
that decision maker has or influencer. That’s how a lot of people are using it, especially
in the manufacturing industrial and that type of space. That is for the most part, what most people
are using it as. So instead of using it as a research tool,
what we’re going to focus on is looking at building out those connections and creating
some like a small little community of a network, so that way when you are posting content,
it’s getting in front of the right people and you’re focused on more of a brand awareness
standpoint than a sales transactional standpoint. We’re going to focus mainly on going after
people that are relevant to whatever it is that you’re doing. So we’re trying to build out your network
with people that you could eventually sell to or bring value to. So let’s talk about the algorithm behind LinkedIn. If you have 500 connections, a lot of people
are thinking that when you post something, it goes to those 500 people. That is not how it works. Now, LinkedIn will never tell you exactly
how the algorithm works in the way that they rank things and the percentages. But there’s enough information out there and
we’ve done enough testing to understand when you post something, it doesn’t go out to the
entire group. For argument’s sake, let’s say it’s about
30%, so if you have 500 connections or 1000 connections, take 30% of that. When you post it, it would roughly be shown
to that many people. Who those 30% are, is strictly dependent on
who’s logged in, who’s active on it, who’s going in daily, and when they’re interacting
with LinkedIn for your content to show up in front of them. So that’s why you want to make sure that when
you’re posting, it’s very frequent and we’ll get into what you’re going to be posting,
how you’re going to be doing that in a couple of minutes. But first looking at just you post something,
it shows it to a certain small select group let’s say it’s 30%. From there if you do not get enough engagement,
likes, comments or shares from that, LinkedIn will then send it out to another small batch
of your existing network to see if they’re going to engage. Nobody knows exactly how many times they do
that, but it’s around a few times that they do that before they just don’t share it anymore. That’s why it’s important that when you post
something, if you can get engagement right away within the first day or so of likes and
significant amount of it, LinkedIn will then boost it up and share it to more of your network. But there’s a misconception that when you
post something that everybody sees it. Nobody’s online all at the same time when
it comes to LinkedIn and LinkedIn throttles that back to only show it to test the waters
first before they just throw out your piece of content to everybody. At the end of the day their best interest
is in the user experience behind the person that’s logged into LinkedIn. If everybody saw everything people posted,
then people would be less likely to use a platform. So with that mindset of you’re going to share
something, you have to increase the frequency because not everybody’s going to see it. The second part of the algorithm is what’s
better a like a share or a comment. So if we put it on a point system of one,
two or three points, the best way to explain it is that LinkedIn is going to give you,
let’s say three points if somebody’s sharing your piece of content, two points of somebody’s
writing a comment to it and one point if somebody likes it. The more points that you get and the more
engagement that you get, the higher likelihood that LinkedIn’s going to push that out to
your network and your extended network of second degree connections and your connections
connections. So that’s the best way to get it out there
is to get that engagement quick, but the better likelihood that you’re going to get the most
engagement is going to be if you get comments or shares. Likes are easy for people to do. That’s why they’ve got the lowest ranking
on the point system of the algorithm. Shares have the highest because if somebody
is willing to share a piece of content, maybe they write something on top of it and share
it out to their network that’s going to give LinkedIn the indication that this is really
good content that somebody sharing it and willing to put it out to their network like
that instead of just hitting that like button. So think about that when you’re producing
content, when you’re engaging with content and especially when we get into the next part,
talking about company pages, when you’re engaging with your company page, if you like it, it’s
not going to boost it as much as if you shared it. Also changes how it looks when you like something
that looks a certain way in your feed versus when you share it. When you share something, you can add words
to it. You can tag people, you can add emojis. It takes up more the vertical space of the
screen. When you like it, it’s just going to say,
John Smith like this and it’s going to show up in the middle of your feed. Now we’re going to look at what type of content
are you going to actually create. It is unreasonable to expect a salesperson
or somebody in marketing to produce content on their own, putting it on their own personal
LinkedIn page. The company has to be behind it. Preferably if the company doesn’t have the
resources, having an agency like ours producing the content on the company page for then that
sales and marketing team and client facing people at the company to push it out there. You have to produce the content and post it
to your company page. You need to be posting it four to five times
a week. Now when you’re posting the content, do not
focus on only talking about yourself if you do one service or have one line of products. Don’t just constantly, every day, multiple
times a day, shout about how your products are best, how these things are great because
all of this is really promotional. Unless you’re educating somebody throughout
that process, then that is okay. But for the most part, companies are just
producing and posting something on the company page that only talks about themselves. People on LinkedIn that are going to follow
your company page don’t only want to hear about what it is that you do and constantly
be sold to. So if you can’t find that balance of educational
and engagement versus just straight promotional and buy from me and hire me, if you can’t
find that balance, then you need to go down the path of looking at the industries that
you’re in, what it is that you do, and think about the persona of the person that you’re
trying to target. So if you have a service or a product, think
about the types of people that would buy that or would be the decision makers or influencers
in that process. Think about their persona and their personality. What other things do they like and try and
hone into that and create a strategy to where you can post content that’s relevant to where
you are now viewed as a new source rather than just a promotional company posting about
herself. Once the agency or internal resources are
posting content to the company page, the only way for you to significantly increase the
impressions on your company page posts is to share that content from employees. Company pages can’t go out there and ask for
followers for free. You can do it through LinkedIn sponsored posts
when you sponsor one of those posts and you can put it out there and add click a little
button that says add a follower button and you’re going to get charged CPC every time
that you do that, so you’re paying for followers basically at that point, because LinkedIn
has the market when it comes to targeting on people’s titles and job functions and who
they work for, they’re going to charge you a few dollars and it’s ridiculously expensive
to pay that much for followers, so let’s go the organic route. You have to rely on the employees to grow
their own followers and grow their own network to then use that when they do share something
from the company page. That’s the way to get it out into the marketplace
and get that brand awareness that you’re trying to go after. Anybody that’s client facing, anybody that’s
in sales and marketing, you have to go down the path of really devoting the time to increase
your network and we’re going to go through exactly how to do that, but starting first,
do not think that you’re going to be relied upon to post your own content. Tug on your company, have your company have
the internal resources or hire an agency like ours and let them produce the content to where
your sole job is grow your network and share the content. Now who are you going to connect with? A lot of people are going to go down the path
of saying, I want to talk to the decision maker. That’s great. If you can go directly to the source of person
that’s going to make the decision, that is the fastest path to get to a sale. However, the likelihood of you connecting
with the decision maker on LinkedIn at the right time, having them engage with you, having
them want to talk to you and bring you in to sell them or market to them, whatever it
is that you’re doing is highly unlikely. You have to go down the path of looking at
influencers, influencers within the company are just people that are either within the
department, across departments, other managers, and you want to go after them because then
you can create a little micro eco system within that company of people that are liking your
content. When you go into LinkedIn and you want to
grow out your network, you want to focus on either industries, geographic location, a
job, title, function, something like that, and you’re going to go into search. So on LinkedIn, once you go into search, you’re
going to type in something. Let’s just say it is purchasing into the search
bar. Once you’re in there, you’re going to filter
the people and then you’re going to go to all filters. When you’re in all filters, you’re going to
go to second and third degree connections. Now, if you don’t have LinkedIn premium, you
are not going to be able to send invites to third degree connections. So if you don’t have it, just leave that checked
off. Start with your location. Let’s say we’re going to go after the United
States. All of the United States. If companies, this is where you can type them
in so you can either start by just typing in the companies or going through the shortlist
that they show here, type all the companies and check them off. If you’ve got 10 companies or 20 that you’re
trying to go after, put them in here, any past companies they worked at, you can put
it in. If you’re focusing on industries put the industry
in here. If you’re trying to go after let’s say automotive
and industrial automation and maybe you want to go after IT and services, check those boxes
in there. language, you’re not going to really need
to filter for that too much. Schools, nonprofits, you can do that if that’s
a good filter for you. Down here at title, you can put in a title
now keeping in mind that if you put in a phrase that is ending in ing or is operations or
something like that, LinkedIn is not necessarily going to find people that have the title operation
or purchase instead of purchasing. So it’s not going to automatically adjust
that the way that Google does with search, so you have to be cognizant of that. So because I searched for purchasing at the
top and I picked people, it’s basically looking for people that have purchasing somewhere
in their title. When I click apply to that, it’s going to
give me a list of my second and third degree connections in the United States, in those
industries that have purchasing somewhere on their profile. You can see this first guy is purchasing it
as title and he’s got a skill of purchasing. This is one way to go, very broad, but if
you don’t want to go down the path of looking at anything in their title, then you can need
directly, you need to go directly into the actual title themselves. So going back to filter, if I want to look
for people in purchasing, I’m going to put title in purchasing, I’m going to hit apply. It’s going to bring up a list of people where
they only have the title purchasing in their title, whether it’s purchasing manager, head
of purchasing, director of purchasing. And these are all my secondary connections
first and then it’ll eventually get down to third. When you’re in this list, now you can connect
with these people. Let’s say I wanted to connect with this connection
right here and she works at this company. She may just say purchasing at, and she’s
not the VP and she’s not the decision maker, but you need to go after influencers to, in
any department, you’ve got the head and you’ve got the people under them and coordinators
and juniors and associates and things like that. If you just go after the decision maker, you
send them a connection request. They’re not on LinkedIn that often or they’re
on vacation. Everything’s about timing and sales. They are not going to connect with you. They’re not going to see it. They’re not going to respond. You’re missing opportunities. So if you go after the highest level decision
makers and all the influencers, so if you have a head of department and they have two
people under them or 20 people under them, or there’s three other departments that have
heads in it, go after all of them. If you can be as strategic as possible and
go after companies and do a mix of account based marketing tactics and that’s going to
be the most ideal because you can go after 40 people at that company, but if you’re just
going after an industry and you’re really trying to grow broad and you don’t know who
you should be going after from an account standpoint, going through this, do not shy
away from people with lower titles and decision makers. Most of the time that people that are not
necessarily decision makers are going to be more active on LinkedIn. They’re probably going to change jobs more
frequently. They’re going to be more active on here from
an engagement standpoint, depending on their age and what they’re used to using LinkedIn
for. That’s going to dictate some of that, but
you want to connect with them because if John is in a meeting with Tom and you’re trying
to go after Tom and he’s not seeing your stuff, but you posted a ton of stuff, and you’re
connected with five of his people that work for him, they may bring you up in the meeting
and say, “Hey you know what? This one company that I saw on LinkedIn, they
keep producing this content about that we should reach out to them.” This, we’re focusing on brand awareness, not
add connection, do a transaction. You want to focus on, add a connection do
not go after him right away, produce content and try and get them to have some sort of
brand awareness before you either go after transactional or if you don’t go after transactional
at all, you just have brand awareness to where when they need something they remember you
and say, I want to reach out to them. So as you’re going through this list, we’ve
got 191,000 people that came back at it, or 197,000 people. If I wanted to filter this down further and
say I only want to look for the people in Austin and remove United states. So you’re going through this list of roughly
2,700, you’re going to want to connect with all of these connections. Depending on your account, it may have you
messaged third degree, may have you connect with them, but you’re gonna want to connect
with every single one of these people because again, we’re going after influencers, not
just decision makers. So sending out those connection requests,
there’s limitations that LinkedIn puts in place. You can only have 5,000 pending unresponded
to connection requests at a time. Once you hit 5,000 LinkedIn’s going to prevent
you from sending those connection requests any further. One thing to note is that if you send out
a lot of connection requests, if you’re trying to do this extremely fast and go at scale,
there is a possibility of LinkedIn could block you from sending out connection requests. If enough people hit the, I don’t know this
person, when they reject you, that’s essentially considering like you’re spam. If that happens enough, LinkedIn, we’ll pause
you from sending out any connection requests and make you only send them to people that
you have their email address for. That’s happened to me numerous times because
we’re doing things at scale. It’s happening a lot of people that I know
and you can’t be blocked permanently to where they’re just never going to reset it. If that does happen, the best thing to do
is slow down. Remove your send connection requests, message
LinkedIn and let them know that you’ve been blocked. They’ll recognize that you’ve been doing a
little bit too much and ask them if they can reset your limit. You’ve already wiped out your sent, reset
your limit. Most of the time they’re going to comply and
say, Yup, here you go. They’re probably not going to do it more than
once or twice. After that point, they’re just going to cut
you off. So you’re able to go to a certain point. This is not something that you should be doing
to where you’re going two, three, four, 5,000 a day and get there as fast possible cause
you can get blocked quickly but a few hundred a day and letting those people respond or
maybe you do a few hundred sends and then a week later you do another 200, 300 that’s
completely fine. If you go at scale, you do run the potential
of getting cut off. Now when you’re sending that connection request,
try and make it very light, high level had loved average unit and my network. We produced a lot of content for this or we
value don’t do anything ridiculous like I value your opinion or I want to see your thoughts
on something. Just keep it very high level. Don’t try and sell them. You’re basically saying, I love to have you
in the network. This is why, because we produce a lot of content
and then see if they’re going to respond from that. Once you get them as a connection request,
do not try and sell to them. Do not make the mistake of either hiring somebody
to do this for you as far as offshore labor or things like that, or just doing it yourself
and selling to them right away. When you get a connection requests, when you
message them with a lengthy message saying, hey, thanks for the connection request. Here’s everything that I do. Here’s some links to things that I do. I’d love to schedule time with you. That is a biggest turnoff for people. What you want to do is be in the room but
not actually be going up to the person so you connect with them. You don’t need to say thank you to every single
connection request. You can if you want to, once you connect with
them. At this point, what you’re trying to do is
build that brand awareness over time so they’re connected with you. Your company page shares a piece of content. You go in there and you share it because you
understand that the algorithm is going to produce, there’s going to value that content
higher for the company page if it’s shared. You can like it if you want to, but you need
you to like it or share it. You share that piece of content. You say, check out this great article that
we just wrote, whatever, or check out this great video that we just shot. You share it out there. Now when you’ve gone from 500 or 1000 to a
couple thousand connections and everybody, your company is doing that, that’s client
facing. Let’s say it’s two people or if it’s 15 people,
you’re building out this entire bubble of potential customers that are in this ecosystem. If everybody’s sharing that content, then
there’s a higher likelihood that Steve who’s in purchasing or operations or whatever it
is, is going to see it if he’s connected to four of your people versus if he is only connected
to one because Steve has his own thousand connections and you’re only represented four
of those, let’s say. So if you produce a piece of content, it doesn’t
mean that Steve’s going to get it because just like the algorithm, it only goes out
to a select group. The more people at your company that could
be connected to the same group, the higher likelihood that they’re going to see that. Once you’re sharing that content over time,
give it a couple of weeks of doing that. Maybe even a couple months before you reach
out to that person and say, Hey, I’d love to set up a time to talk with you. If you’re going to do that, do it through
messaging. Don’t just grab their email, throw them on
a list and send it out to them. Try and engage with them on LinkedIn first. Maybe they’re on LinkedIn all the time and
it’ll hit you back right away. They don’t check it very frequently. Maybe they won’t respond at all and then email
or phone calls is the only way that you can get in touch with them, but you want to give
it some time and some breathing room. Then go out and just be very, very easy and
don’t go into depth about what it is that you guys do. Keep it simple, a couple lines. Use the vertical space. Put some space in between it. Just keep it simple. Put a simple signature at the bottom just
saying thanks, your name, your title, something like that, your phone number and just start
sending that out to people and if you want to go efficiently, you can put it in a word
doc or a notepad, copy and paste that and the just change out the first name. Hey John, hey Steve. And you’re just take keeping the same messages
saying, Hey, I wanted to talk to you. Go through all your connections and start
sending that out and once you build that out, you’re going to start getting responses. Keep it within LinkedIn until it’s appropriate. Once you’re ready to maybe schedule an appointment
or schedule some time with them, say, Hey, can I get your work email? Because about 50%, 60% of the time people
have their personal email address on LinkedIn. When you connect with them, that’s all you
can see. Ask him the email address that’s best for
them. Then you can take it offline, scheduled meeting
with them, ask them for a phone number, whatever it is that you need to do, but do not sell
to them right away. Now, this may seem overwhelming and maybe
it’s exciting. Maybe it’s everything’s new to you. Maybe you’re currently doing this. Either way, this is going to require muscle
memory. You’re not going to be naturally just jumping
into LinkedIn every day, sharing that company page content, sending out connection requests
and engaging with people. It’s going to feel weird if you’re not doing
this already. It’s all gonna come down to muscle memory. The more consistently that you’re going to
do something, the higher likelihood that it’s going to become natural to you. So start off slow, start engaging, start sharing
content. Start going out, building out connections. Start looking at your existing feed on your
homepage. Try and do it on mobile. It’s super-fast like that. It’s faster than desktop. Go through it, comment on some of your connection
request posts or some of your networks post, comment on articles that they’ve written,
like things, engage just to get you in the swing of things. Look at your company page content and take
it one step at a time, but it’s going to require a significant effort on your part. But I promise you, we have clients that we
teach this too, in depth, far deeper than this video is going into exactly how to build
out their network. You can make a significant impact on your
overall revenue by doing this. If you do the steps correctly, and you have
that muscle memory to where you’re doing it frequently and consistently, because that’s
what’s gonna make the difference between whether or not this is just a fad, like a diet or
whether or not this is your new behavior. So if you got some value out of this content,
hit that like button. Leave a comment below if you have any questions
and we’ll see on the next one. La, la, la, la. I’m just kidding.

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