You must have heard of LinkedIn, but how often or effectively have you used it? Have you successfully created any business from it?
LinkedIn is a powerful tool for business-to-business (B2B) activity that allows you to pinpoint your target market so you can connect with the right contacts in the right industry. It does the hard work for you, and you don’t have to spend hours or days manually searching for your potential contacts online. LinkedIn often does free trials if you don’t have a premium account, so taking advantage of the function during the free trial is a top priority if you don’t have the budget to keep it going.
Before you start connecting with people, you must review your profile and ensure it is up to date and engaging. Check out people in your industry, look for some good examples of engaging profiles and compare them to yours; how can you improve it?
Once LinkedIn has worked its magic and given you your ideal contacts, it’s time to start the marketing and sales process.
If you haven’t access to the automated search function, you will need to spend some time researching potentials manually through the LinkedIns filter system.
Creating a Sales and Marketing Funnel
Spending time putting together a process is time well spent. Create a sales and marketing funnel with specific steps from the initial introduction and connection request to moving to a deal. The stages will depend partly on your business, products and services and will influence the management of each step. The process could be entirely online and automated, or it may be that you move quickly to a telephone or video call or even a face-to-face meeting.
Creating a script for each stage of the process will help speed the process up from the introduction onwards. Use the script for LinkedIn messaging or email or in later stages as telephone scripts. The benefit of using a script ensures you are covering the essential points, staying on target and being effective with well-thought-out language, and of course, you can tailor it when you feel it is necessary.
Once you have found the potential clients, you can engage with them, and having a strategy and script to work from will improve results and save time. Monitor and refine your results as you go to increase success further and reduce your time.
Win Your Potential Client’s Trust
Once LinkedIn has given you a list of perfect potential contacts, do a little research; what information do they share on their profile? Do you have anything in common that would help connect with them? Please look not only at their credentials but hobbies, where they live, or work experience.
When making your introduction, NEVER go straight in and try selling the shutters will go down, and you will have lost them forever.
Connect with people and show interest in who they are, building trust and, thereby, the relationship is the first step.
Offer Your Help, Be Of Service
One way to win the trust of your potential clients is to offer them something for free that will be helpful; it could be a downloadable PDF guide, links to your website with information they need, and a free mini consultation.
Whatever freebie you can offer, always have an upsell, a clickable link to move them on to the next stage, whether to book a call, buy a product or download something else.
Create a follow-up system and keep in regular contact with your potential, so they don’t forget about you, but don’t do it too often, so you become a nuisance.
Why not ask for a freebie or share the latest blog post you have written, which you know will benefit them? Sharing 3rd party content can be valuable to building your relationship.
Move The Conversation
The follow-ups have gone well. The potential client is getting warmer. They are showing interest but have not yet converted to a client, but you use your judgement to gauge whether they are ready to be moved to the next stage of the sales and marketing process. The next stage in the process could be asking to have a 5 min call to outline the product benefits, meet up for a coffee to discuss your services or ask to send a product sales video. If your potential agrees, they now become a lead for your sales team, and if you are sales too, then it’s time to start selling; this potential has now become an active sales lead. If you are unsuccessful, keep going with the touch points and monitor their interest over time.
Posting on LinkedIn
In tandem with the 1-2-1 engagement on LinkedIn, messaging or email Posting content is another way to attract potential clients you have not yet engaged with and demonstrate your knowledge and expertise to those you are building a relationship with.
Ideas for posting: Use content already created on your website and post excerpts of your blogs with links to your website. Identifying clients’ pain points and how you can solve them are great ideas for posts. Sharing 3rd party relevant content is also essential, demonstrating that you are keeping up to date in your field and possibly the industries of your potential clients.