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June 25, 2013

21: LinkedIn for Sales and Social Selling: It All Comes Down to Your LinkedIn Profile

21: LinkedIn for Sales and Social Selling: It All Comes Down to Your LinkedIn Profile

If you're on LinkedIn for sales, business development, or marketing, you need to realize that everything you do on LinkedIn leads back to your profile. Here's advice on how to improve upon it.

 

Transcript

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Welcome to another edition of social business Unplugged. Practical advice on how to leverage social media for your business. Now the host of Social Business Unplugged, author of the forthcoming book Maximize Your Social, published by Wiley and founder of Windmill Networking meal Schaefer. Greetings, everybody, and welcome to another addition of social business. Unplug. This is Neil Schaffer coming at you with a much better feeling me, You know, I had surgery meant me about two weeks ago, and my doctor said this week that I am free to start walking, riding, stationary bicycles and yes, two weeks from now I will be back exercising again. So it doesn't matter how old you are. The human body is amazing and how quickly we can recover from even things like knee surgery. But let's get on to our topic of today. Today I want to talk about based on recent customer meetings I've had on linked in four sales. So I often get Ping Bai Company's sales professionals. What have you How do we better leverage linked in for sales? And if you're listening to this podcast and you are interested in this topic based on my experience, okay, you're gonna be in one of three camps. The first camp is you're a super user and you probably know how to use linked in better than almost anyone in your organisation. If you are, you're probably an early adopter. You're obviously smart and successful doing what you're doing, and I want to give you a hand of applause if I could. But if I did that, I'd have to take the other hand off the microphone. The second demographic is you're already somewhat of a Lincoln user. I think a lot of social media professionals listen to this podcast. Maybe use Facebook or Twitter more than linked him. And you've never maybe seen the R. Y of Lincoln. Maybe created a profile. You've dabbled with some things, but from a B to B sales perspective, you haven't figured out how best to align it with everything else you're doing to help you find new clients or better engage with your current clients. And then on the far spectrum, we have probably the people that's I would love to listen to this podcast, but these are people that may not even subscribe to podcasts. These air people that may not even have a linked in profile. Maybe they just have a Facebook profile. They stay as far away from Lincoln as possible. Or they have a LinkedIn profile because they thought that they should have one because they needed it when they change jobs. Or they're looking to change jobs In the world of social media, Almost everybody I meet has a linked in profile. But when you get outside of that world and you go into a lot of different industries, let's look at the Lincoln demographics, right. 250 million people haven't taken a look at the recent numbers, but I believe the number of Americans that are a member of the site is like 40%. So you have 100 million out of 300 plus 1,000,000 people in the United States. And if you look at the actual employed or professional population, I'm gonna say maybe every other, maybe one in every three American professionals has a linked in profile. So it's not everybody. And therefore, when you think of using wings in a sales tool, you have to understand that you're not gonna get access to everybody, right? It is one more tool in your toolbox. How did you get leads up until now? How did you close business up until now? If it's still effective, keep doing it. If it's not as effective as he used to be, think about what social media conduce for you. And if you already unlinked in and see the value and you just want to see how to apply that value towards me to be sale's obviously you'll wanna be taking notes on this very short eight minute podcast. Don't normally d'oh! Obviously I wrote an entire book on Maximizing Lincoln for sales and Social media marketing back in 2011. And although the user interface and some of the functionality has changed, I still think that 90% of that content is as appropriate now as it was then. So that's obviously your first stop. There's only so much I can tell you in eight minutes, but the point I wanted to bring up today is if you want to use linked in as a serious tool to help you get business now, whether it's for B two B sales, if you think of yourself as a sales person, or maybe you're in the marketing department or you think of yourself as a marketer and you want to get Maur inbound marketing leads from LinkedIn or you want to do better that whatever you do on linked in your more successful on linked in to generate new business, it really comes down to your profile. Oh, no, Come on. We know that. Well, maybe you don't know that, because whenever I present something den, I show a picture of my home page women networking dot com And then I show a picture of my LinkedIn profile. Now, how many of you if you're gonna create a website with sit down for days, if not weeks, figured out the design? What's gonna be the calls to action? What menu items? What content you're gonna put in there? What have you your LinkedIn profiles? Exact same thing. It is your home page on linked in Because anything you do on linked in whether you're posting a status update, whether you're asking for an introduction, you're sending an in mail. You're in a group you're looking at linked in news or you're posting to comment on a linked in company update. It all comes down to your name or whatever you do on linked in whatever engagement you d'oh is linked back to your profile, and we know now Lincoln has already released this information. The number one activity of what people do on linked in is looking other people's profiles. Now, some of that is because they're looking to hire people right or they're looking to build a pipeline of talents. Others are looking for service providers. Others are checking you out. Maybe they found you in search or they found you because you were engaging. And they want to see if what they see online matches up with how you describe yourself. So that's why it's critical that you put the same amount of time and effort into your LinkedIn profile. Beginning with Do you have a professional photo on your profile? Okay, if you've been listening to this podcast, I talk a lot about social media marketing about Google authorship about having a photo on Google Search results we see gets a higher click through rate, and it's the same thing with Lincoln search results, right, having a photo, not having a photo. The click through rate is gonna be higher because people want to connect with other people. They want to see a face. And there's also a lot of fake profiles on Lincoln. Get a professional photo taken. Go to Target, go to Sears. Have a friend do. It doesn't have to cost more than $50. Wear a suit. Lincoln is a business network. Never forget that. Show your real name. There's a lot of small business owners who get cheesy out there right with their name. You know, Neo linked an expert Schaeffer or in their profile headline, they put hey, asked me how I saved this company. $100,000 in expenses, I tell you, Linked ins where the influencers are linked in is where the business decision makers are. I recommend you don't get cheesy because I don't think those people look down favorably on cheesy things they don't want to be sold to in a professional headline. So you want to put down a professional headline that is well branded that will get the right targeted people wanting to click through, wanting to say, Hey, I want to know more about this person. I want to get to know this person. Don't try to make a sale your professional headline effect. Don't try to make the sale through your profile at all. Show how you can help people show your expertise. Show what differentiates you from the rest of the people. Show how your company helps others leverage your company brand for your personal brand, so that when target customers see you, they want to contact you because they want to find out more about your brand. It's critical you have new ways of exposing your brand your personal brand through Arlington Profile. Visually Now, right? If you've had photos taken of you speaking at a conference, if you've won an award, if you have published a white paper or an article, or perhaps maybe your company has and you contributed a quote to it, you can now link to that right, and you can now expose this great content that will definitely differentiate you from the rest, especially when we talk about B two B sales. You know they're not calling on you anymore, asking for information. Your prospective customers are online, finding the information themselves, making their own decisions based on pier recommendations and what they find online. You need to help seed that online content and influence their perspective. And one way of doing that is, even if it's not your own content. If it's your company's content, you have contributed to it. Add that, Add that to your profile, expose it to the world. Let people see it. It's only gonna help your personal brand. And in your profile summary. Don't just say nothing. You know. Here's the thing. I'm gonna end this podcast and you know, I like to keep this short and sweet. I'm gonna end this podcast with look. A linked in profile is not a resume. It is an inbound marketing tool. So the thought about a resume is maybe I don't want to put down what I did 10 years ago. I'll just keep to the most recent on Just keep it really short. Uh, the Maur you put in your Lincoln profile in terms of content in terms of keywords in terms of companies that you've worked at in terms of interests and what have you and even skills I'll stop there. I won't go on to endorsements. The more you put in that the more data points you are creating with others and lengthen the easier it is for others that want to find you to find you and believe it or not. When you do that, it's gonna be easier for you to find and connect with others as well, because more and more people are gonna pop up. When you look for people, you're gonna find people that you lost touch with. But because you added that company, you never know where they are in life right now, right? You never know where that person you partied with in college or high school is. I tell the story. I was a foreign exchange student at Beijing Normal University. There were maybe 20 American foreign exchange students there in Beijing, China, in 1988 89 where in Beijing there was only one store where you could buy American candy that was called the Friendship Store. And that's where I went once a week to get my Skittles. And that was one of the most memorable moments of living in Beijing. Obviously, China is very different now, But of those 20 people, three of those 20 classmates found me not do classmates dot com not through Facebook, but through linked in. And these are all professional people who now we may be able to do business together in the future, Who knows? Or they may be able to introduce me to others that I can do business with in the future that become discoverable when I do a search on linked in for people and these connections that we all have with each other that we don't know about become discoverable. So a lot of people talk about the power of LinkedIn. Hopefully, by illustrating these little data points will inspire you. After you hear this podcast. Go spend an hour on your LinkedIn profile. Fill it out completely. Really. Think about it. Get connected. You're gonna be all the better for it. And like I said from a sales perspective, whatever you d'oh, it's all gonna come back to your profile. Now, this is from a client meeting. I'm flying out for their national sales conference to present to their sales team on lengthen. And I will tell you at the end of when I present on LinkedIn, I also talk about Facebook for B two b sales. And you know why? Because if only 40 to 50% on linked in where's everybody else world around Facebook, right? And everybody uses Facebook for private reasons. But guess what? A lot more sales People are getting a lot more successful using Facebook for me to be sales. I'm gonna end the podcast on that. Sorry to leave you hanging on edge. It's great stuff for future podcasts, so keep the comments coming. Appreciate every single rating. Gimme an iTunes to help expose my content to more people that hopefully I can help. And I look forward to talking at you again at the next podcast. Thinks everybody make it a great week ahead. Bye bye. Thanks for listening to another edition of Social Business Unplugged. We appreciate your subscribing to our podcast. Please help us spread the word by sharing it on social media or adding your rating and comments in iTunes. If you would like to appear on the podcast or have content that you would like covered, please contact Neil Schaefer. Kneel at windmill networking dot com. Also, please subscribe to the windmill networking blogger on social media strategy at windmill networking dot com. Thanks again and make it a great day