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Strike It Rich With LinkedIn - Intergage Seminar October 2019

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Strike It Rich With LinkedIn - Intergage Seminar October 2019

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Do you find that growing your business has become increasingly tough?

Marketing and selling has become more and more expensive and seemingly, less effective. The average person is exposed to 5,000 marketing messages and 121 emails every single day.

It's hardly surprising if your messages miss the goal...

Businesses have become accustomed to casting their net as widely as possible to attract as many prospects as they can. If you do this, you're bound to get one or two good customers, right?

This results in wasted efforts, high advertising spend and little reward for your work.

So, flip your marketing on its head and take a personal approach to your sales and marketing process. Use strategies such as account-based marketing and tools like LinkedIn to deliver targeted messages directly to key prospects.

Know your customers and know them well. Join us for a game of discovery to growing your business into the top flight including:

modern sales techniques
targeted marketing
growing your network.

Do you find that growing your business has become increasingly tough?

Marketing and selling has become more and more expensive and seemingly, less effective. The average person is exposed to 5,000 marketing messages and 121 emails every single day.

It's hardly surprising if your messages miss the goal...

Businesses have become accustomed to casting their net as widely as possible to attract as many prospects as they can. If you do this, you're bound to get one or two good customers, right?

This results in wasted efforts, high advertising spend and little reward for your work.

So, flip your marketing on its head and take a personal approach to your sales and marketing process. Use strategies such as account-based marketing and tools like LinkedIn to deliver targeted messages directly to key prospects.

Know your customers and know them well. Join us for a game of discovery to growing your business into the top flight including:

modern sales techniques
targeted marketing
growing your network.

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Strike It Rich With LinkedIn - Intergage Seminar October 2019

  1. 1. Strike It Rich With Your LinkedIn Pitch
  2. 2. 09:15 – 10:00 One-To-One Marketing with Mike Finn 10:00 – 10:20 The Power of LinkedIn with Roan Fair 10:20 – 10:50 Half Time 10:50 – 11:10 LinkedIn for Business Leaders with Paul Tansey 11:10 – 11:30 LinkedIn for Sales Leaders with Paul Moss 11:30 – 11:50 LinkedIn for Marketing Leaders with Mike Finn 11:50 – 12:20 Avoid The Red Card with Neil Andrews 12:20 – 12:40 Summary and Q&A 12:40 – Champions’ Walk
  3. 3. Let’s Connect
  4. 4. Let’s Connect
  5. 5. One-To-One Marketing Mike Finn
  6. 6. Agenda •What is Account-based Marketing? •Tactics to launch a campaign
  7. 7. Traditional Funnel ABM Funnel What Is ABM? Account-based marketing (ABM) is a highly focused business strategy in which a marketing team treats an individual account like its very own market. The marketing team can create content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
  8. 8. Ideal For B2B • Multiple stakeholders involved in purchase • Long lead time • Difficult implementation • Obvious competitors • Embedded incumbent
  9. 9. Benefits of ABM • Personalised to your target • Easier to determine ROI • Focused marketing effort • Shorter sales cycles • Improves existing client relationships • Aligns sales and marketing
  10. 10. Tactics To Launch A Campaign “We cannot solve our problems with the same thinking we used when we created them.” Albert Einstein
  11. 11. 1) Identify Your Targets • Companies not people! • Firmographics • Strategic factors • Sales and Marketing Collaboration • Qualitative • Sphere of Influence • Social proximity of the business and the team • Not just share of wallet
  12. 12. 2) Research Your Accounts • Develop an organisational persona • Company structure • Key players • Decision-making units • Influencers • Using LinkedIn Remember, this is not about individual personas at this stage.
  13. 13. 3) Develop Story Boards • Sphere of influence • Stack ranking against competition • Marketing intelligence and trends • What does success look like? • Role/function career guidance
  14. 14. 3) Develop Story Boards Sphere of Influence • Reveal yourself • Demonstrate social proximity • What do you share? • Removes apprehension • Not an unsolicited engagement
  15. 15. 3) Develop Story Boards Stack Ranking • Bring empirical evidence to • Show strengths • Weaknesses • Opportunities • Threats Most businesses operate in a bubble and have no idea how they benchmark against their competitors.
  16. 16. 3) Develop Story Boards Intelligence and Trends • Become a trusted adviser • Advanced level business acumen • Predict trends • Comment on the market • Provide industry secrets Over time you become their go-to resource for information.
  17. 17. 3) Develop Story Boards Show What Success Looks Like • How would it look like for them if they did business with you? • Case studies of businesses just like them • Testimonials from decision-makers just like them Over time you become their go-to resource for information.
  18. 18. 3) Develop Story Boards Guidance For The Individual • About people • Focus on the buyer • What can you do for them • Strengthen personal relationships
  19. 19. 4) Develop The Persona Persona • Wants • Needs • Goals • Pain Points • Triggers
  20. 20. 5) Develop A Value Proposition Map
  21. 21. 6) Find The Real People
  22. 22. 6) Create Your Content The ‘Spinning Plate Theory’ • Not all decision makers are on the same page • They do not all have the same knowledge or competency • They do not all have the same time • Not all of them have the same influencer The job of the content is to get them all spinning at the same speed For more on this subject read ‘The Challenger Customer’ Book
  23. 23. 6) Choose Your Channels Where Do They Hang Out? • It's important to choose the right channels to deliver it, based on what's most effective for a given organisation or role • Develop ‘paid for’ campaigns to surround them with content • Not repetitive
  24. 24. 7) Measure How do we measure results? Ask the right questions when you're measuring the results of an ABM campaign. According to our aforementioned team of experts, these might include: • Are we growing our list of known individuals within the target account? • Have there been any changes to the way these accounts are engaging with our brand and its content? • How much revenue have we generated from these target accounts?
  25. 25. All Too Complex? “There are no traffic jams along the extra mile.” Roger Staubach
  26. 26. The Power Of LinkedIn Roan Fair
  27. 27. Welcome And Introduction ROAN FAIR, DIGITAL MARKETING MANAGER • www.linkedin.com/in/roanfair
  28. 28. LinkedIn Users • It’s the ‘work’ social network • 645 million users (Aug 2019) • In 200+ countries • 27m of UK’s 32m workers • Not on LinkedIn? Weird!
  29. 29. LinkedIn Users Source: LinkedIn
  30. 30. Are You A Digital Squirrel?
  31. 31. LinkedIn.com/sales/ssi
  32. 32. LinkedIn.com/sales/ssi
  33. 33. LinkedIn.com/sales/ssi
  34. 34. Strategy, Strategy, Strategy! • Why are you doing this? • What do you want to achieve? • How will LinkedIn fit into your strategy? • How will you measure success?
  35. 35. 4 Ways To Grow A Business • Cold calling • Advertising • PR • Word of mouth/referrals
  36. 36. Use LinkedIn For… Lead generation Closing Deals SEO Recruitment Shortening Sales Cycles Relationship Management Communication Marketing Job Searching
  37. 37. Personal Profile
  38. 38. Skills and Endorsements
  39. 39. Recommendations
  40. 40. Communications Talk to your connections!
  41. 41. Messaging • Messaging Big 4. WhatsApp, FB Messenger, WeChat, Viber -- 4.1 billion users vs • Social Big 4. Facebook, Twitter, Instagram, LinkedIn – 3.4 billion users • 2018 messages sent: 72 trillion • 2018 searches on Google 1.6 trillion • 68% of consumers prefer messaging to communicate with businesses (AdWeek 03Jan19)
  42. 42. Messaging
  43. 43. Messaging
  44. 44. InMails: Sponsored InMails • Send highly targeted messages to the people that matter most to your business – right to their LinkedIn inboxes. • A Sponsored InMail gets delivered only when members are active on LinkedIn. • Boost conversion with targeted product and service promotions, thought leadership content, and personalised invitations to events and conferences.
  45. 45. Profile Views – Frustrating!
  46. 46. Profile Views – Hurrah!
  47. 47. LinkedIn Search
  48. 48. LinkedIn Search
  49. 49. Groups • Standard (request to join) • Unlisted (by invitation only, don’t appear on search) Groups • All groups are now private so conversations are no longer public BENEFIT: Groups expand your network reach!
  50. 50. Groups: LinkedIn Tactical Plan • Objective: Thought Leadership • Method: Avoid self-promotion • Ask/answer questions • Spark conversations • Join groups/create a group • Monitor submissions daily • Thank other contributors (like/comment) • Promote the group on social media
  51. 51. Company Pages • Your ‘website’ in the LinkedIn ecosystem • Share content • Employees reshare – ripple effect
  52. 52. Company Pages: LI Tactical Plan • Objectives: Brand awareness • Lead generation • Thought leadership • Event registration • Method: Share company news, blog posts • Curate and share industry news and research • Share case studies • “Post x3-4/day” (NO!!!) • Engage with followers via post comments • Change header “every six months” (or more often!)
  53. 53. Sales Tactics! • Find target companies in LinkedIn Search • Drill down into list of connections/prospects • See what they’re sharing – engage, share their updates • Invite them to connect with you • Beware the crass pitch! (New ‘best friend’) • Engage/share their stuff some more • Curate and share useful info with them • Talk to them, forge a relationship
  54. 54. LinkedIn for Mobile • 63 million LinkedIn users access the platform ONLY on their mobile! • That’s 9.76% of LinkedIn users • And it’s growing every month…
  55. 55. LinkedIn Mobile: QR Code
  56. 56. Strategy, Strategy, Strategy! • Why are you doing this? • What do you want to achieve? • How will LinkedIn fit into your strategy? • How will you measure success?
  57. 57. Your Six-Point Plan 1. Identify target companies 2. Identify key people in those companies 3. Connect with them 4. Share helpful content with them – be unselfish 5. Be patient, be a thought leader 6. Think ‘long term’, build trust
  58. 58. Your Company’s Six-Point Plan 1. Set goals – what do you want to achieve? 2. Get buy-in across the company 3. Appoint ‘LinkedIn leaders’ to co-ordinate efforts 4. Leaders share content on the Company Page 5. Leaders email all staff to share, comment, like updates on their LinkedIn Personal Profiles 6. Leaders measure results on LinkedIn and in Google Analytics
  59. 59. Thank You! Roan Fair, Digital Marketing Manager www.linkedin.com/in/roanfair
  60. 60. Half Time
  61. 61. LinkedIn For Business Leaders Paul Tansey Managing Director Intergage
  62. 62. 'The quality of your life is the quality of your relationships.’ Anthony Robbins Why Use LinkedIn?
  63. 63. • Leadership benefits of LinkedIn • Leading your business on LinkedIn • How Intergage uses LinkedIn • Why I use a Premium account • What to measure and monitor and how to do it • Great examples of LinkedIn use • Top Tips Agenda
  64. 64. • Brand ambassador • Listener • Thought Leader • Networker • Super salesperson • Recruiter The Business Leader Online
  65. 65. • Conversations (InMail / Messenger / Groups) • PR (regular posts) • Referrals and introductions (Sharing profiles) • Publish our thoughts (LinkedIn Articles) • Pre and post networking events • Prospecting (InMail) • Maintaining a talent pipeline (InMail and Messenger) How LinkedIn Helps…
  66. 66. LinkedIn Teammates A useful new feature for leaders… • Work anniversaries • Birthdays • Posts and shares • Comments
  67. 67. Keeping It Consistent • Let your company culture shine through • LinkedIn is a team game • Vision, Mission and Values • Brand Values • Tone of Voice
  68. 68. • Why do we use LinkedIn? • What do we want to achieve? • How does LinkedIn fit into our strategy? • How will we measure success? Leading Your Business On LinkedIn
  69. 69. Why Does Intergage Use LinkedIn? • Win new business friends • Turn our business friends into customers • Engage with useful content • Attend events • Request more information • Enter a sales discussion • Maintain those relationships • Recruit new Intergagers
  70. 70. What do we want to achieve? We want to grow our business by: • Inviting new friends from Planet LinkedIn to Planet Intergage • Form a queue of talented people who want to work for our business
  71. 71. How Do We Do That? • Advertise to people we don’t yet know (usually by promoting useful content) • Link with people we meet at events • Share useful content with our new business friends • Promote useful and educational events
  72. 72. What Do We Measure? As a result of our LinkedIn activity, how many people: • engage with our ads (MF) • engage with our posts • follow Intergage • visit our website www.Intergage.co.uk • download useful content we promote • are added to our CRM / MA system • attend our events
  73. 73. Analytics
  74. 74. Company Page Analytics • Visitors (job functions) • Updates (clicks, shares etc) • Followers (Geography, Industry, Job Function, Company Size etc...)
  75. 75. My LinkedIn (Premium Business) Account £49.99 / Month
  76. 76. InMail • 15 InMails per month • Unused InMails expire after 90 days • Message anybody – regardless of connection • Engage potential Intergagers • Start conversations with potential customers
  77. 77. Who Viewed Your Profile? • Premium gives me all of the information • An open goal for networking and introductions • A gift for talent pipeline building
  78. 78. Business Insights • How fast is this company growing? • How is the company made up? • Recent new hires? • Show me their ads*
  79. 79. Job Insights • How much do people pay for this role locally? • What is the range? • How does that vary by region?
  80. 80. Unlimited People Browsing • 1st and 2nd degree contacts • Ideal for finding potential referrals • Ideal for finding new Intergagers
  81. 81. LinkedIn Learning • Choose subjects • Set learning goals • Enjoy quality online training
  82. 82. Local LinkedIn Stars • Controversial • Challenging • Often funny • Brave
  83. 83. Local LinkedIn Stars • A content machine • Amusing • Educational • A great sharer
  84. 84. Local LinkedIn Stars • Passionate • Social media tips • Organises events • Rallies his tribe
  85. 85. Why I Love LinkedIn • It enables me to make things happen • Networking and connecting people • Marketing and PR • Sales • CSR
  86. 86. Leadership Top Tips • Show up and be visible • Be clear about your why, what and how • Share content weekly at a minimum (only 0.5% of users do) • Become an admin for your company page • Set targets / goals and monitor them • Help others • Review books your audience will love
  87. 87. Thank You Paul Tansey Managing Director Intergage
  88. 88. LinkedIn for Sales Leaders Paul Moss
  89. 89. I’m going to talk about…. How the sales landscape has changed How salespeople can use technology to re-balance the buyer-seller relationship
  90. 90. I’ve been selling professionally for more than 30 years • I’m really proud of what I do • I’ve led sales, business development and channel marketing for start-ups, scale-ups and multinational corporates • I’ve delivered more than US$500M in new sales during my career • My profession has changed more than ever over the past 10 years • But...some things never change
  91. 91. Trust NetworksRelationship Reputation • Demonstrating credibility • Third-party testimonials • Customer references • Is earned • Delivers value • Challenges and innovates • Referrals and introductions • Trust via association Trust Is At The Core
  92. 92. Pre-internet salespeople • Were empowered by having information • Made cold calls in person • Made cold calls by telephone • Wrote letters • Followed up mail-shots • Went to trade shows Pre-internet buyers • Were largely autonomous in decision making • Were inundated by direct mail • Went to a trade show or.. • Had to speak to sales people to: • Get product information • Talk pricing • Negotiate pricing • Talk to existing customers • Engage with the CEO
  93. 93. Today’s Paradigm • Informed • Empowered • Cynical of Salespeople • Distrust marketing • Wants authenticity • Frustrated • Nervous • Desperate • New career? Buyer Salesperson Sales has always been a tough job and it doesn’t seem to be getting any easier However…………..
  94. 94. …..technology can be your friend 1 Technology gives sales professionals a competitive edge. Almost three quarters of sales professionals (73%) use sales technology to close more deals. Top sales performers see networking platforms as "very important" to help close deals at a 51% higher rate than their peers.
  95. 95. …..technology can be your friend Decision makers expect understanding and human connection. Virtually all decision makers (96%) say they're more likely to consider a brand's products or services if sales professionals have a clear understanding of their business needs. 2
  96. 96. …..technology can be your friend 3 Marketing and sales orchestration helps close deals, but data silos remain. The top sales professionals are working more closely with marketing and seeing better results, but `there's room for improvement. Only 20% of sales professionals report a significant overlap in the data used by marketing and sales to target leads.
  97. 97. …..technology can be your friend 14 Millennial sales professionals tap into marketing insights at higher rates. Millennials (ages 21-38) are quicker to implement new strategies like marketing and sales orchestration, which is contributing to their success as the highest-performing age group.
  98. 98. …..technology can be your friend 15 Without trust, fewer deals close. Sales professionals rank trust as the NO. 1 factor in closing deals ROI and price—and 51 % of decision makers rank trust as the top factor they desire in a salesperson.
  99. 99. UNDERSTAND Needs Wants Fears IDENTIFY Location Industry Company Role and Tenure QUALIFY & BUILD KNOWLEDGE Needs Wants Fears ENGAGE Your Ideal Client Ideal Customer Profile and Buyer Personas Research, Qualify in/out, refine sales messaging and approach Connect, provide value, build relationship, further qualify, sell Track what works and doesn’t work, adapt
  100. 100. Sales Navigator
  101. 101. Sales Navigator Homepage News about your target accounts Who has viewed your profile (that matches your sales preferences) Recommended leads based on your sales preferences Recommended leads based on your sales preferences Who’s viewed your profile (overall, past 90 days) Sales Navigator level (and coaching)
  102. 102. Sales Navigator Subscriptions
  103. 103. M1 Connection Request M2 Group, Whitepaper, Video M3 3rd Party Content – News, Blog post, Article M4 Landing Page or PointDrive – Authority Content M5 3rd Party Content – Research Study, TED Talk, App M6 meeting, Sign-Up, Phone Call Connect Invite or Share Content Share Content Share Value Magnet + Question Share Insightful Content CTA Week 1 Week 2 Week 3 Week 4 Week 5 Week 6Prospecting
  104. 104. Seven Deadly Sins And The LinkedIn Naughty Step Time Waste Fake News Trigger Happy Poor ROI Cost Spam Noise “And the biggest sin of all? Campaign automation. Just NO, NO, NO!” Third Party tools that automate LinkedIn connections can get you and your company BANNED from the platform, maybe FOR LIFE!
  105. 105. Let’s Connect
  106. 106. LinkedIn For Marketing Leaders Mike Finn
  107. 107. Agenda •Advertising on LinkedIn •Sponsored Content •Sponsored InMail •Text Ads •Optimise Performance
  108. 108. Advertising On LinkedIn • Different types of advert • Content options • Targeting options
  109. 109. Sponsored Content Sponsored Content allows you to run native ads in the news feed. Publish relevant content and reach a targeted audience of professionals beyond just your LinkedIn Page followers.
  110. 110. Direct Sponsored Content Direct Sponsored Content A feature which allows you to share content directly in the feed, giving you the ability to personalise and test content without having to originate posts on your LinkedIn Page. Make your content more relevant by sending personalised messages to specific audiences.
  111. 111. Objectives of Sponsored Content Brand Awareness Thought Leadership Lead Generation Shape perception among your target audience to increase awareness of your brand, products and services. Build relationships with the world’s professionals by creating value and establishing trust that sparks ongoing conversations and deeper customer relationships. Generate quality leads by sharing insights that professionals seek. Watch that content spread via the peer sharing that occurs naturally on LinkedIn. You’ll also want to make sure you’re sharing links to gated content or a landing page with a lead form. Keep the text accompanying your Sponsored Content under 150 characters.
  112. 112. Types of Sponsored Content Single Image Ads Video Ads Carousel Ads OVERVIEW OF WHAT TO SHARE • Links to your latest and greatest whitepapers • eBooks • Case studies • Industry articles • Helpful ‘how to’ content • Bright visuals
  113. 113. Video Ads in Sponsored Content With video ads you can • Build brand awareness • Share customer success • Position yourself with thought leadership • Drive qualified traffic to your own property • Collect high-quality leads with a persistent CTA Video is 5x more likely than other types of content to start a conversation among LinkedIn members.
  114. 114. Carousel Ads in Sponsored Content With video ads you can • Tell a complete brand story • Raise brand awareness • A swipeable series in a single ad to tell a deeper story • Use eye-catching visuals • Test the number of cards • Test the order of cards • Test the descriptions on the cards • Break down metrics by individual cards and optimise accordingly
  115. 115. Sponsored InMail What Is Sponsored InMail? • Send personalised messages to the people who matter most to your business • Target audiences with relevant content delivered through LinkedIn messenger • Only delivered when members are active on LinkedIn. • Strict delivery frequency caps ensure your message gets noticed.
  116. 116. Sponsored InMail What To Share? • Webinar and industry event invitations • eBook launches • Product one-sheeters • Program demos and certification enrolment • Infographics • Blog subscription campaigns Customers who use multiple LinkedIn ad formats see improved performance.
  117. 117. Text Ads What Are Text Ads? LinkedIn Text Ads are intuitive, self-service ad formats that enable you to easily create, manage and optimise customised campaigns in a matter of minutes. With text ads, you can target a premium professional audience on a budget that works for you. Pay per click or pay per impression. What To Share? • eBook launches • Product one-sheeters • Webinar and industry event invitations • Program demos and certification enrolment • Infographics • Blog subscription campaign
  118. 118. Optimising Your Performance Five Tools To Help • Lead Gen forms • Matched Audiences • Website Demographics • Ad Targeting • Conversion Tracking
  119. 119. Lead Gen Forms How It Works Collect leads from your ads on LinkedIn with seamless pre-filled forms. Available for: LinkedIn Sponsored Content and Sponsored InMail. • Add a call-to-action to your Sponsored Content or InMail • Instantly collect complete and accurate leads • Automatically connect members with your offers and content • Measure the impact of your lead gen campaigns • Access your leads in Campaign Manager or your preferred third-party tools
  120. 120. Matched Audiences How It Works Engage key accounts, prospects and audiences that matter most to your business with three capabilities: Website Retargeting, Account Targeting and Contact Targeting. Available for all LinkedIn Advertising Products.
  121. 121. Matched Audiences Website Retargeting Re-engage your website visitors using the LinkedIn Insight Tag. Website retargeting lets you market to LinkedIn members who have visited your website. Account Targeting Market to influencers and decision makers at your target accounts. Account targeting helps you reach decision-makers within your target accounts. Contact Targeting Contact targeting allow you to securely upload or integrate your contact lists directly from Marketo, Oracle Eloqua, or Acxiom/LiveRamp. Build a customised audience by uploading your email address lists or connecting your contact management platform.
  122. 122. Website Demographics Website Demographics A free reporting tool that lets you discover the professional traits of your website visitors. Filter your website audience by eight individual professional dimensions: • Job title • Industry • Job seniority • Job function • Company • Company size • Location • Country
  123. 123. Website Demographics • Understand your audience better. Gain valuable audience insights – like job titles, company names, and industries – using the most accurate professional data, only on LinkedIn. • Create tailored content. Compare different pages to learn which kinds of content resonate with different audiences. Customise content to your strongest prospects. • Reach your ideal prospects. Use what you learn about your website visitors to target the people who are most likely to become qualified leads and customers.
  124. 124. Targeting Your Advertising Below profile-based demographic information available on LinkedIn
  125. 125. Avoid The Red Card – Social Media & The Law Neil Andrews
  126. 126. Neil Andrews Partner at Coles Miller Solicitors LLP Employment and Business Disputes adviser Over 26 years’ experience in advising business and acting for some of the area’s biggest businesses
  127. 127. LinkedIn and Post Termination Restrictive Covenants
  128. 128. LinkedIn and Communications Abuse
  129. 129. LinkedIn and Law of Contract
  130. 130. Action Points • Contracts of Employment Review and Update • Social Media Policy
  131. 131. Useful Links www.acas.org.uk
  132. 132. 12th November 8:30 – 12:00 | Intergage HQ
  133. 133. #StrikeItRich2019 • Use the hashtag • Say something nice about today • Winner announced 8th October
  134. 134. Questions?

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