LinkedIn Conversion: Kick Ass Strategies, Case Studies and Metrics

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This document discusses strategies for converting prospects to clients on LinkedIn. It provides statistics showing that 93% of B2B marketers rate LinkedIn as the most effective social channel, and 65% of companies acquire B2B customers through LinkedIn. Content marketing and ads on LinkedIn have average conversion rates of 15% and 17% respectively. The document also outlines metrics to track engagement and provides case studies of companies that improved conversions by being strategic with content and daily engagement on LinkedIn.

Marketing

Converting Prospects to Clients on
LinkedIn
Metrics, Case Studies and a Kick
Ass Strategy for Powerful LinkedIn
Conversion
http://linkedintobusiness.com/MPB2B2014/
Viveka von Rosen @LinkedInExpert

What do the Stats Say?
According to the Sophisticated Marketer’s Guide to LinkedIn…
93% of B2B marketers rate LinkedIn as the most effective social channel
(above Facebook, twitter, Pinterest, G+ and blogging) in generating leads
65% of companies acquire a B2B customer through LinkedIn

How Is LinkedIn Converting?
Content: MarketingCoPilot found average conversion rates
using Content Marketing on LinkedIn to be around 15%
Ads: Vertic showed 17% conversion rate using LinkedIn ads
According to a recent HubSpot study, LinkedIn generated the
highest visitor-to-lead conversion rate, with 2.74% of site
visitors converting into leads, compared to Facebook and
Twitter, with respective conversion rates of 0.69% and
0.77%.
Engagement: My clients show (an average) 42% conversion
using TOMA and direct engagement

Case Study: Guy Kawasaki
Too much content automatically fed
& not the right content = little
engagement
Invited to INfluencers program –
grew from 0 to 1.2+M followers
Switched from “just like the others”
to focused Content Strategy
Practice: Be strategic in what you
share and make sure you are
speaking to the right audience!

Case Studies: Ulises Bacilio
Oct 2013 – gets introduced to Hubspot and
begins a focused inbound
Oct 2014 – brought on stage at Inbound 2014 as
one if its most successful non-American
companies
Practice: “Checks into” LinkedIn for about 15
minutes a day – uses it mostly for research and
connecting
Results: Closes 1-3 “Big partnerships or deals”
per month (Hubspot lands him clients and
visibility)
SME positioning, creating valuable relationships
with would be competitors
Teaching Point: Do a little bit every day, and
don’t be afraid to reach out

Case Study: BSL Construction Group
Elena Petrunina, CEO – successful user of
LinkedIn – hires us Feb 2014
Results: Grows employee connections by an
average of 400%
Result: Engagement results in average of 5
new leads a week
Result: Selling in excess of 200K in equipment
strictly through LinkedIn engagement
Result: SME positioning in her industry
Practice: Focused connecting, daily TOMA
techniques

Conversion Engagement Strategies
1. Find Prospect (Advanced Search / Boolean
Search / eGrabber / Google)
2. Research Prospect (Activity Feed / Twitter Feed /
Updates / Website / eGrabber)
3. Find Prospect in a Group – Initiate Engagement
(Comment/Like/Message/Invite)
4. Connect
5. Tag Connections
6. Engage through TOMA tactics (Updates,
Publications and message campaigns)
 Ask for the meeting!
http://linkedintobusiness.com/MPB2B2014/

Linked into Business:
www.facebook.com/LinkedInExpertTraining
www.twitter.com/linkedinexpert
www.linkedin.com/in/linkedinexpert
www.amazon.com/author/linkedinexpert
279-1710
LinkedIntoBusiness.com
Your LinkedIn Business Resource
www.facebook.com/LinkedInExpertTraining
www.twitter.com/linkedinexpert
www.linkedin.com/in/linkedinexpert
www.amazon.com/author/linkedinexpert
970 279-1710
LinkedIntoBusiness.com

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1. Converting Prospects to Clients on LinkedIn Metrics, Case Studies and a Kick Ass Strategy for Powerful LinkedIn Conversion http://linkedintobusiness.com/MPB2B2014/ Viveka von Rosen @LinkedInExpert

2. What do the Stats Say? According to the Sophisticated Marketer’s Guide to LinkedIn… 93% of B2B marketers rate LinkedIn as the most effective social channel (above Facebook, twitter, Pinterest, G+ and blogging) in generating leads 65% of companies acquire a B2B customer through LinkedIn

3. How Is LinkedIn Converting? Content: MarketingCoPilot found average conversion rates using Content Marketing on LinkedIn to be around 15% Ads: Vertic showed 17% conversion rate using LinkedIn ads According to a recent HubSpot study, LinkedIn generated the highest visitor-to-lead conversion rate, with 2.74% of site visitors converting into leads, compared to Facebook and Twitter, with respective conversion rates of 0.69% and 0.77%. Engagement: My clients show (an average) 42% conversion using TOMA and direct engagement

4. Metrics to Track Total Connections New Invitations LinkedIn Profile Views Ranking Endorsements Personal Update Views Post Views Company Page Followers Company Page Update Views and Analytics

5. Case Study: Guy Kawasaki Too much content automatically fed & not the right content = little engagement Invited to INfluencers program – grew from 0 to 1.2+M followers Switched from “just like the others” to focused Content Strategy Practice: Be strategic in what you share and make sure you are speaking to the right audience!

6. Case Studies: Ulises Bacilio Oct 2013 – gets introduced to Hubspot and begins a focused inbound Oct 2014 – brought on stage at Inbound 2014 as one if its most successful non-American companies Practice: “Checks into” LinkedIn for about 15 minutes a day – uses it mostly for research and connecting Results: Closes 1-3 “Big partnerships or deals” per month (Hubspot lands him clients and visibility) SME positioning, creating valuable relationships with would be competitors Teaching Point: Do a little bit every day, and don’t be afraid to reach out

7. Case Study: BSL Construction Group Elena Petrunina, CEO – successful user of LinkedIn – hires us Feb 2014 Results: Grows employee connections by an average of 400% Result: Engagement results in average of 5 new leads a week Result: Selling in excess of 200K in equipment strictly through LinkedIn engagement Result: SME positioning in her industry Practice: Focused connecting, daily TOMA techniques

8. Conversion Engagement Strategies 1. Find Prospect (Advanced Search / Boolean Search / eGrabber / Google) 2. Research Prospect (Activity Feed / Twitter Feed / Updates / Website / eGrabber) 3. Find Prospect in a Group – Initiate Engagement (Comment/Like/Message/Invite) 4. Connect 5. Tag Connections 6. Engage through TOMA tactics (Updates, Publications and message campaigns)  Ask for the meeting! http://linkedintobusiness.com/MPB2B2014/

9. Linked into Business: www.facebook.com/LinkedInExpertTraining www.twitter.com/linkedinexpert www.linkedin.com/in/linkedinexpert www.amazon.com/author/linkedinexpert 279-1710 LinkedIntoBusiness.com Your LinkedIn Business Resource www.facebook.com/LinkedInExpertTraining www.twitter.com/linkedinexpert www.linkedin.com/in/linkedinexpert www.amazon.com/author/linkedinexpert 970 279-1710 LinkedIntoBusiness.com

LinkedIn Conversion: Kick Ass Strategies, Case Studies and Metrics

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