LinkedIn is more than an online rolodex or resume site! When used optimally, this powerful medium presents an opportunity to directly connect with your target audience and strategically transition connections into leads. In this presentation, Rachel will share tactics for how to make lasting connections, enhance current relationships, and strategically transition contacts into viable leads. She’ll also share some common best practices to help you stand out from the crowd! Topics covered:  Setting the stage: creating an optimal LinkedIn profile  Prospecting using groups and advanced search  Staying Top-of-Mind with relevant content  Transitioning contacts to leads  Utilizing best practices

1. Leveraging LinkedIn for B2B:
Transitioning Contacts to Clients
with Rachel Strella
www.strellasocialmedia.com

2. About LinkedIn
 For some, LinkedIn is just an
online rolodex or resume site
 Unknown to many, LinkedIn is
actually a B2B powerhouse
filled with decision makers
 It works if you know the tools
and can take the time to use it
consistently

3. Today’s Agenda
 Optimizing your profile
 The 2 gems of LinkedIn
 Groups
 Advanced search
 Connecting with prospects
 Staying relevant with content
 Transitioning contacts to leads
 Training and discussion

4. Putting Your Plan Into Action
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presentation, please leave your your
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5. LinkedIn Profile

6. LinkedIn Profile
Include a professional photo
 Headshot or brand-relevant
photo
 Ideal size:
Between 200 px x 200 px and
500 px x 500 px

7. LinkedIn Profile

8. Complete profile fully
LinkedIn Profile

9. Include a strong tagline
LinkedIn Profile
 Accurate
 Keyword-laden
 Free of jargon
 Include the name of your
company

10. LinkedIn Profile

11. LinkedIn Profile
For banking professionals, I do
not recommend getting too
creative with a headline

12. Complete contact info
LinkedIn Profile
 Email, phone, address
 Include three websites and
customize them
 Customize domain to
include your name

13. Complete contact info
LinkedIn Profile

14. Personalize, Humanize, Summarize
LinkedIn Profile
 First person
 Professional, but
conversational
 Mention experience
 How you help your customers
Write an engaging summary

15. Write an engaging summary
LinkedIn Profile

16. Include skills
LinkedIn Profile
 Accurate
 Keyword-laden
 As many as possible (or
versions of as many as
possible)

17. Include skills
LinkedIn Profile

18. LinkedIn Groups

19. LinkedIn Groups**
 Search for groups by keyword
and location
 Select groups that are active
 Join a mix of professional
networking groups and groups
of your target audience

20. LinkedIn Groups
EMR Billing Client Groups

21. LinkedIn Groups
The Importance of LinkedIn Groups
 Share content or blog posts
 Contribute to valuable
discussions
 Connect with ideal clients
without having to secure an
email address

22. LinkedIn Advanced Search

23. LinkedIn Advanced Search**
Search by:
 Keyword
 Location
 Title
 Industry
 Connection (Group, 2nd, etc.)

24. LinkedIn Advanced Search

25. LinkedIn Advanced Search

26. LinkedIn Advanced Search

27. Making a Connection

28. Making a Connection
 Remember to sync your online
and offline efforts by
connecting with people you
meet at networking events and
mixers
Synergy is important

29. Making a Connection
 Be sure to personalize the
connection message and tell
them how you know them or
why you’re connecting
First impressions matter

30. Connect Appropriately
Making a Connection

31. Making a Connection
Networking Follow-up Example
Stacy,
This is Tina Smith. We met last night at the Tri-County
Business Card Exchange. It was a pleasure talking with
you about your business goals. I would love to connect
here and stay in touch.
Sincerely,
Tina

32. Making a Connection
 Create a template message to
targeted contacts
 Adjust the name of the
connection request
 Make it a goal to connect with
several new people each week
Connecting with Prospects

33. Making a Connection
Example for our EMR Client
Dear Jill,
This is Beverly Reider with Medical Revenue Solutions.
We offer an integrated EMR and PM web-based
software solution. Our exemplary and ethical medical
billing services help grow our clients’ practices. Please
accept my connection request and tell me more about
you!
Beverly

34. Making a Connection
Example for The Victory Bank
Dear John,
This is Saul Rivkin. I’m the VP/CRO for The Victory Bank,
founded to optimize the financial lives of businesses &
consumers in Montgomery, Chester and Berks Counties.
I believe you are someone with whom I should connect. I
hope you'll accept my request and tell me more about
you!
Saul

35. Relevant Content

36. Relevant Content
 Keeps you top of the mind
 Showcases goodwill, which
helps to build trust
 Contacts remember that you
gave them something and
asked for nothing in return
Valuable Content Matters

37. Relevant Content
 Find content that’s relevant to
several of your IDEAL clients of
whom you’re already
connected to
 Reach out with the value-
based content
 Aim to reach out to 3
connections each week

38. Relevant Content
 The best way to start is by
exporting your current
connections into a file
 To do so, go to ‘Network,’ then
‘Contacts’ then ‘Settings’ and
‘Export Connections’

39. Relevant Content

40. Relevant Content
 Sort that file by industry, title
or even in order of the top
‘hot’ prospects
 Find content that’s relevant to
their needs
 Send the content with a
personalized message
 Track on the sheet

41. Relevant Content
Example for EMR client

42. Relevant Content
Example for Political Risk client

43. Relevant Content – Tips!
 It’s easier if you can find a
group of people in the same
industry and send them similar
content with a personalized
message
 Subscribe to blogs and
newsletters of your target
clients to aid in finding content

44. Relevant Content – Tips!
 Put this task in your calendar –
along with making new
connections
 Consider posting some content
to your newsfeed, as well. Add
a personal touch or message
to it.

45. Transition Contacts to Leads

46. Transition Contacts to Leads
 It takes 8 to 12 follow-ups
before landing a sale
 B2B transactions tend to have
a longer sales process
 The key is to offer value and
ask for nothing in return
 This tactic alone can result in
direct leads

47. Transition Contacts to Leads
Engage!
To move the needle beyond content

48. Transition Contacts to Leads
To move the needle beyond content
 Offer a referral
 Suggest a coffee
 Schedule to talk briefly after a
networking event
Track these items on the spreadsheet, too!
If you have a hot lead, brainstorm how to
keep this prospect in your corner!

49. LinkedIn Checklist
 Complete and optimize profile
 Join groups of target audience
 Find prospects using the
advanced search tool; connect
appropriately
 Offer valuable content to
selected connections
 Keep the conversation going
and stay top-of-mind

50. Training

51. Training
Groups
 Consider a few characteristics
of your target audience. Ideas:
 Industry
 Location
 Title

52. Training
Advanced Search
 Narrow search criteria
 Keyword(s)
 Title
 Location
*Aim for shared groups

53. Questions