How to Use LinkedIn for Exposure and Lead Generation

@StephenHJones #LinkedInLeadGen
LinkedInLinkedInLinkedInLinkedIn Exposure and LeadExposure and LeadExposure and LeadExposure and Lead GenerationGenerationGenerationGeneration

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Who we are
Linked Insite provides…
Social Media Exposure and Lead Generation Through LinkedIn
Strategy and implementation help for busy professionals
About Stephen H. Jones
• Owns and Manages GROWTH STRATEGIES, which provides marketing strategy and “hands-on”
assistance for businesses needing online (and offline) marketing and sales help
• Operates LINKED INSITE, which offers the LinkedIn Marketing Program that follows a proven
formula for social exposure and lead generation using LinkedIn
• Operates SOCIAL MEDIA DESTINATION, providing the support team for client account projects
and activities
• Recognized as a powerful strategic marketer, and professional consultant across multiple
industries for the past 18 years
Leigh Ellis, Project ManagerGrace Bragg, Project ManagerAndy Greider, Director of PM Mia Greenberg, Project Manager

Todays’ Topic…
J.D. Power and Associates 2011 Home Buyer/Seller Study
Exposure and Lead Generation

Today’s Agenda
1. Who's the Expert?
• Positioning Yourself as the Expert
• Be a Resource for Your Prospects
• Using "Content Marketing" or "Education-Based Marketing"
2. Creating, Finding & Using Good Content
• Where does good content come from?
• Where does it live?
• Tying the strategy together
3. LinkedIn Groups
• Setting yourself up for success in other groups
• Using Discussions Wisely
• Building your own community

Today’s Agenda
4. Connecting with Other Members
• Inviting people who've "raised their hand"
• Inviting group members
• Inviting members of your community
5. Moving Them Through the Sales Funnel
• Identifying prospects and partners
• Messaging ideal connections
• Tell them what you want them to do
6. Solutions and Q & A

I. Who's the Expert?
Who knows more about your products, services and industry…
your prospect?
or YOU?

Positioning Yourself as the Expert
It’s critical for you to be seen as the
“go-to” expert for your industry.
This gives you…
1. Credibility
2. Ability to be trusted / trustworthy
3. Recognition as the solution provider
4. Perception as the authority in your market

Be a Resource for Your Prospects
“When you teach people how to buy your
particular product or service, they will buy from
you – because you’ve trained them how to.”
– Chet Holmes
“Marketing is the lifelong process of
educating your customers about why
they should buy from you.”
- Jay Abraham

Be a Resource for Your Prospects
“Create content 20% of the time. Spend the other
80% of the time promoting what you created.”
- Derek Halpern
Derek
Halpern
Internet Marketing
“Guru” and founder of
SocialTriggers.com

Using "Content Marketing" or "Education-Based Marketing"
http://www.socialmediaexaminer.com/
1. Trust in Advertising is
Terrible A recent report from
market research giant Nielsen
shows consumer trust in
traditional media advertising
has plummeted.
2. Content Marketing Delivers
Quality Lead Generation
“Half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half,” said John Wanamaker.
This problem may be solved
with content marketing.
http://socialmediatoday.com/ryannorthover/1340711/why-your-brand-needs-content-marketing-strategy

3. Content Marketing Fulfills a Desire for More Information User behavior and technology is
changing, consumers will now search out for information about your industry, before asking a real
person or consulting other media. Marketers must rise to this challenge and build great content
systems that engage, inspire, educate and inform users who seek.
4. Content Marketing Improves SEO Content Marketing will
help you kill it on the SEO front, as search engines get smarter
at delivering the right information to users, content marketing
needs to be at the center of any SEO strategy.
5. Content Marketing Will Position Your Brand as a Leader
Producing great, useful, authentic content will position your brand as
a leader in your category, pushing brand uplift and vital word-of-mouth recommendations.
6. Content Marketing Will Influence Consumer Decision Making Content marketing can
influence purchase intent and decision-making. Consumers are on average 70% of the way through
the sales funnel before engaging directly with a brand. Content marketing allows you to influence
decision makers well before they have made up their minds.

7. Content Marketing Will Feed Your Native Advertising Great
content has to find a way to its target audience. One way content can
be distributed is to seed content using paid advertising products called
native advertising. Native advertising is placed in a newsfeed on social
media or relevant partner websites as a suggested post.
8. Content Marketing Delivers Strong ROI Because good content
will last a long time, your investment in content marketing will remain
relevant for potentially many years. Also, studies have shown that per dollar, content marketing
produces 3 times more leads than SEM and costs 30% less. Source: Kapost & ELOQUA
9. Social Media Feeds On Your Content Marketing Content forms the basis of your social media
strategy, without great content, your social media platforms are worthless and people will not follow
or engage with your brand on Twitter, Facebook or any other social network.
10. Consumers Will Love You Great Content marketing is useful for the target audience, it aims
to help, inform, inspire and entertain. Helping your current and potential customers first, and not
even thinking of selling, will build trust, word-of-mouth and deliver high quality, long term
customers, advocates and super fans.

http://www.socialmediaexaminer.com/
http://thecustomercollective.com/

“LinkedIn Increasingly Popular As
Inbound Marketing Tool”
“Businesses need to establish
themselves as reputable and
authoritative, so their expertise
draws leads into the sales
funnel. Social networks offer
opportunities for inbound
marketing, and LinkedIn is
especially effective in this
regard.”
http://www.techieinsider.com/news/15618/linkedin-increasingly-popular/

II. Creating, Finding & Using Good Content
Where does
good content
come from?

Where does good content come from?

Where does it live?
On your WEBSITE
On your BLOG
On your SOCIAL
COMMUNITIES

Tying the strategy together
You want to get…
…people who are grouped
or associated by interest…
…to become engaged
with your message…

…pique their interest
to click for more…
…land on your
website, blog or
social community…

…then interact with
your website…
…or engage with you
by phone or email…

Questions and Answers

III. LinkedIn Groups

Setting yourself up for success in other groups
Know who your ideal
“best buyer” prospects are
Search for them to find
out what groups they’re in

Setting yourself up for success in other groups
Join yourself to those
(and similar) groups
Keep about an 80 / 20 rule
of prospects vs. your interests

Using discussions wisely
Engage with members
using discussions that
educate, inform or
help…
…while at the
same time, positioning
YOU as the resource
and industry expert!

START w/ quality
content from your
blog or etc.

THEN create a
conversational
question around
the topic; post as
a discussion.

POST it to as
many relevant
groups as you
can manage
responses for.

This one action, puts several things into
motion for you…

Positions You as the
Thought Leader and
Expert for This Area
1 2 3
Causes People
Who Are Interested
in the Subject to
“Pop Their Head Up
Out of the Crowd”
Interested Parties Will
Visit Your Link, Leave
a Comment, “Like”
Your Discussion and
Reach Out to You

Building your own community

1
Reasons for
Building Your Own
Community…
Attract the people
you want to attract.
Could be clients,
prospects, partners,
vendors or those of
a certain interest.

2
Reasons for
Building Your Own
Community…
You dictate control
and set the culture
of the group. You
decide who’s in,
what get’s
discussed, etc

3
Reasons for
Building Your Own
Community…
Better positioning w/
members. You can
invite to connect
w/you as the owner,
promote others as
“Manager”, etc

IV. Connecting with Other Members
Inviting people who've "raised their hand"
How to engage
With new contacts
on LinkedIn…

STEP 1
When someone comments
on your discussion, send
them an invitation to
connect (if they’re likely a
good contact for you).

Same thing if they “Like”
your discussion…

STEP 2
Since they’ve demonstrated
interest in your subject-matter
or solution…
…send a “unique” invitation to
connect with them that thanks
them for their comment or “Like”
Use “Groups” as the selection
for how you know this person.

Inviting group members
Another way to make
use of the groups you’ve
selected to join and
participate in…
…is to connect with
those likely prospects,
prospective partners or
good “connectors” in the
group.

A conversation about connecting with someone you don’t know

What happens when you don’t know Jack?

What happens when you don’t know Jack?
4 Reasons It Might Be Good to Connect
with “Jack”:
1. Begins the relationship and rapport-building
process with them
2. Could be a “door opener” for you; someone
who could introduce you
3. Access to a particular contact he or she has
4. Possible JV partner for you

Send 25 – 50 invitations per month to ideal contacts you share groups with.

Inviting members of your community
As the group Owner,
reach out to the 2nd
degree connection
members who might
make good…
prospects,
JV partners, referrers,
connectors, mentors,
vendors and etc.

RECAP
You understand
YOU’re the expert, a
resource for your
industry and see the
value of “education-
based marketing”.
1
You understand the
value of creating
helpful, interesting
content regularly
that’s posted on
your website / blog.
2
You’ve set yourself
up for success in
groups by using
discussions and
building your own
community.
3
You are connecting
with group members
who’ve "raised their
hand“ and
connecting w/quality
people.
4

V. Moving Them Through the Funnel
Identifying prospects and partners
1st PRIORITY: Capture the people opting-in to your network

Based on their profile, determine if they would be a likely prospect or partner
for you based on: 1) their title 2) what they do 3) where they work 4) who’s
in their network 5) what industry they’re in, etc.

Filter out those who are likely prospects or the decision-maker for your product
or service, and…

Messaging ideal connections
2nd PRIORITY: Keep the engagement going
Send them a unique message – or series or messages – to continue the
communication and move the person to a phone call or email interaction

FOLLOW THESE RULES
RULE #1 Don’t try to sell your services – sell the
next communication
RULE #2 Keep your message short
RULE #3 Mention what’s in it for them
RULE #4 Pique their interest
RULE #5 Be clear and concise
and…

Tell them what you want them to do
3rd PRIORITY: Get them to take action to do something
Now that you have their attention because they’ve engaged with your discussion
or accepted your invite request – what do you want them to do now…

Tell them what step to take next (but you don’t have to shout it)…

In your message to the new connection you’ve
identified you want to move through the sales funnel,
ask them:
• If they’re interested in an exploratory phone call
• A question about their industry, business, service,
etc to start an email conversation
• If they’d like to join your private email list (via Constant Contact) for helpful
periodic messages you send – never call it your newsletter
• If they’d be interested in passing referrals – which sets up a meeting
• How you can specifically help them, be a resource for them or answer a question

Move your Visitor through 4 simple steps
1. Create content that attracts your prospect
2. Distribute it to social communities of your target
3. Reach out to those who’ve engaged with your resource / information
4. Continue the interaction by sending them a message of next action

Getting Started
If you KNOW this is what you need, but completely overwhelmed…

Getting Started

Getting Started
PROGRAM DETAILS
Month-to-month program (no contract)
Builds your network of 'ideal connections‘
Positions you as the market educator, and 'go-to' expert for your
industry
Creates and builds your own community of prospects
Experienced and skilled Social Media Manager dedicated to you
LinkedIn Marketing Program

Getting Started
Initial Setup
Create or optimize your personal profile
Create or optimize your business profile
Optimize your settings, privacy controls and preferences
Join you to 50 business groups full of your target market prospects
Create or optimize your business group, to attract and build a
community of your ideal 'best buyers'

Getting Started
Ongoing Every Month
Post 15+ strategic Network Updates (approximately every other day)
Send 50 Invitations to targeted preferred connections
Seek 2 Recommendations
Format and distribute 3 engaging / educational Discussion posts to 50
LinkedIn groups of targeted prospects / partners
The content will be relevant, educational, informative and resourceful,
and is best practice to have the content linked back to your website or blog
Send 'Thank You' message and Invitation Request to all who leave comments
or “Likes” your posts
Create and distribute 1 strategic Poll survey
Send up to 50 Invitations to connections to join your group
Send 1 custom announcement message to all of your group members
Manage and monitor your group postings and requests to join
Send 1 custom message to all of your connections (as needed)

Getting Started
Ongoing Every Month
on your posts
Month-to-month for only $2,000.00 /mo

Getting Started
Ongoing Every Month
on your posts
Month-to-month investment: $300 - $595 per month

Getting Started
Ongoing Every Month
on your posts
One-time setup fee of $197.00

Getting Started
Ongoing Every Month
on your posts
One-time setup fee of $197.00 is waived as an attendee today

Who We Are
Stephen H. Jones with Linked Insite
4701 SW Admiral Way, Suite 244
Seattle, WA 98116
206.601.2821
www.LinkedInsite.com
sjones@LinkedInsite.com
Our process is SIMPLE:
We position you as the expert in your industry to your target
Bring prospective clients / partners 'out of the woodwork' to engage with
your website and with you for follow-up
Build your community of prospective clients / partners

How to Use LinkedIn for Exposure and Lead Generation

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