Using LinkedIn to Land Whales

Yes another article / newsletter / post on how fabulous LinkedIn is and how powerful it can be for you.?

Read it, heard it, seen it, all before, right??

Yes, but..

Are you doing anything about ‘it’??

‘It’ in this case is leveraging LinkedIn, the most popular and populous business networking platform in the world to build your business (catchy title, that).

In April last year, we gave a webinar with Sarah Fuller, LinkedIn’s ANZ Independent Agency Lead.?

The topic of the webinar was ‘How to Build Your Business & Your Brand on LinkedIn’.?

Sarah presented the following startling stats:

• Number of LinkedIn members: 930 million (it’s now over 1 BILLION!)
• Monthly users: 260 million
• Member who share content weekly: 3 million

While the raw numbers have changed, invariably, the proportions have not.?

So roughly 25% of members use the platform monthly and of those, just over 1% post anything on the site.

A mere 1%.

Before we get into some meat and potato strategies for profiting from LinkedIn, let that stat sink in.

Do you want to stand out from 99% of everyone else in B2B sales and marketing?

If your answer is yes, get active on LinkedIn.

Ok, so how do you do that?

Step 1: Optimise Your Profile

Your LinkedIn profile is your virtual shop front, so don’t under-estimate its importance.?

LinkedIn has publicly declared that pages with complete information get 30% more weekly views.

And 30% more views means 30% more opportunities to connect with the whales you want to work with.

Here’s how:

1. Professional Headshot: Use a high-quality, professional photo. Not from your latest FAB holiday or at the beach. If you want to be taken seriously, you need a professional profile picture.
2. A Compelling Headline: Your headline should be more than just your job title. Include keywords that reflect what you do and how you can help me, your prospect.
3. Engaging Summary: Craft a summary that highlights your unique value proposition. Focus on how you can solve problems for potential clients.
4. Showcase Your Work: Use the Featured section to display case studies, testimonials, and content that demonstrates your expertise.

Step 2: Create Engaging Content

Creating valuable content is key to establishing yourself as an industry expert (remember, 99% of people, your competitors in particular, don’t do this).

According to the Content Marketing Institute, 96% of B2B, or business to business marketers now use LinkedIn to distribute their content.

1. Post Regularly: Share insights, tips, and updates related to your industry.
2. Value Over Promotion: Focus on providing value rather than promoting your services.
3. Engage with Content: Interact with posts from others in your industry to build relationships and increase your visibility.

Step 3: Develop a Power List

Identify and connect with key industry players:

1. Identify Key Prospects: Use LinkedIn’s search functionality to identify potential clients and partners.
2. Personalise Connection Requests: When sending connection requests, personalise your message. Mention common connections or interests to create a genuine reason for connecting.

Step 4: Build Connections the Right Way

Building a strong network is essential for growth. Depending on your product/service, focus on connecting with:

1. Decision Makers: CEOs, CMOs, and VPs in your target industries.
2. Industry Influencers: People who have a strong influence in your field and can help amplify your message.
3. Potential Collaborators: Other professionals and businesses that complement your services.

Step 5: Leverage the Creator Economy

Capitalise on the growing creator economy to boost your presence:

1. Showcase Your Expertise: Use LinkedIn's publishing platform to share long-form content like articles and case studies.
2. Host Webinars and Live Sessions: Engage your audience with live content that demonstrates your expertise and provides real value.

Step 6: Leverage LinkedIn Tools

LinkedIn offers several tools that can enhance your prospecting efforts:

1. Sales Navigator: This premium tool allows you to target the right people and companies, understand what decision-makers care about, and engage with personalised outreach.
2. LinkedIn Ads: Use LinkedIn's advertising platform to run targeted ad campaigns that reach your ideal clients.
3. Analytics: Regularly review LinkedIn analytics to understand which of your efforts are working and adjust your strategy accordingly.

Step 7: Nurture and Convert

Landing a whale isn’t just about the initial connection; it’s about nurturing the relationship:

1. Follow Up: Keep in touch with your connections. Send them useful articles, congratulate them on their achievements, and stay engaged.
2. Offer Free Value: Invite your prospects to free webinars, send them informative eBooks, or offer a free consultation.
3. Close with Confidence: When the time is right, don’t be afraid to make your pitch. Tailor your proposal to their specific needs and demonstrate the ROI they can expect from working with you.

LinkedIn is a potential gold-mine for those looking to land high-value clients.?

Remember, your goal is to consistently build genuine relationships and offer real value.

To see how we can help you, book a session with us here.

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