Post on 03-Sep-2020
transcript
LEADERS IN FLIGHT
Participant Workbook: Navigating Social Selling
Professional Development Program
Skills for Social Selling Success
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Table of Contents
Table of Contents ...................................................................................................... iii The Emergence of Social Selling ................................................................................... 1 Optimizing Social Profiles for Social Selling LinkedIn ....................................................... 4
LinkedIn ................................................................................................................. 4 LinkedIn Profile Settings ........................................................................................ 4
1. Set your LinkedIn privacy settings to support your goals ................................. 4 2. Turn on/off your activity broadcasts .............................................................. 5 3. Select who can see your activity feed ............................................................ 6 4. Select what others see when you’ve viewed their profile .................................. 6 5. Select who can see your connections ............................................................. 6 6. Change your profile photo & visibility ............................................................ 7 7. Edit your public profile ................................................................................. 7 8. Show/hide “Viewers of this profile also viewed” .............................................. 8 9. Manage who you are blocking ....................................................................... 8 10. Manage your Twitter settings: ................................................................... 8 11. Manage your WeChat settings ................................................................... 9
Communications ................................................................................................... 9 1. Managing the Types and Frequency of Email from LinkedIn .............................. 9 2. Set Push Notifications ................................................................................ 10 3. Types of Messages you are willing to receive ................................................ 11 4. Select who can send you Invitations ............................................................ 11
Account ............................................................................................................. 11 1. Privacy Controls ........................................................................................ 11 2. Settings ................................................................................................... 12 3. Manage your security settings .................................................................... 13
Creating a Buyer-Centric Profile .............................................................................. 14 Leverage your Existing Network .............................................................................. 17 LinkedIn Groups for Social Selling Success ............................................................... 18 Prospecting with Search ......................................................................................... 19 Handouts and Tool Kit ............................................................................................ 20 Tips and Tricks for Video on Your LinkedIn Company Profile ........................................ 21
Twitter .................................................................................................................... 22 Understanding Twitter ............................................................................................ 22 Optimizing Social Profiles for Social Selling - Twitter .................................................. 24
Training Evaluation Form .......................................................................................... 27
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The Emergence of Social Selling
Social networks and technology has forced a shift in the way we sell.
Technology offers prospects with more information than ever before at their
fingertips. A quick Google search can often provide them with insights into
how your product works and an update on Twitter could even shed light on
the cost.
Recognizing this shift has become a hot topic at boardrooms across the
globe. It’s resulted in a shift in thinking and a shift in our approach to sales.
It’s resulted in the emergence of social selling – the practice of using tools
and social networks to be more effective in the sales process.
Social media has allowed us to know more about our prospects than ever
before. We have an opportunity to know who they’re connected to, their
roles and even their past employment history. Social media and the
advancement of technology isn’t a problem for the modern day sales
professional.
Social selling isn’t a clean break from traditional selling; it’s an evolutionary
step forward. Social sellers do not have to abandon email, phone calls or
face-to-face meetings. Instead, their time on these traditional channels
becomes far more productive when supported by deliberate use of social
media. Social selling eliminates some of the most wasteful parts of the
traditional sales process (like cold-calling) and enhances the activities that
good salespeople already do to create wins and drive revenue.
Perhaps the greatest misconception about social selling is that it entails
making sales pitches through social media. In reality, a social seller uses
networks like LinkedIn and Twitter to find potential customers, relate to
their needs, and engage with them. When appropriate, they can move the
process forward through email, a real-time medium, or in person.
It’s an opportunity!
Recognize that executive buyer behavior has changed.
The traditional sales and buying process has changed. The internet offers
buyers and sellers alike with access to information that was once
unavailable. It’s easier to qualify your leads by researching their roles and
it’s easier for buyers to research your products through videos, evaluations
and reviews. Thus, it’s important to ensure that throughout the marathon
you’re leveraging technology as much as possible to be both effective and
efficient.
This shift in the buying process has also resulted in a closer connection
between marketing and sales. Your organizations marketing team must be
committed to offering you the tools and content you need to be effective in
delivering your pitch. Whether it’s through the development of webinars or
the design of slideshows – marketing must take a supporting role as it
relates to business development and assist with the sales process.
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Embrace & Focus on Relationships
As cliché as it sounds, people buy from people. Whether someone is buying
an item based on a friend’s recommendation or based on an introduction
from an old colleague; relationships can make a world of difference in sales.
The greatest sales people spend time building and nurturing strong
relationships with others. Instead of simply networking for the sake of going
home with the most business cards; the greats seek out people whom they
can build meaningful relationships with and enhance their lives or careers.
In sales, a professional's relationships with vendors, clients and
organizations is one of their biggest assets. For an organization, there is a
significant amount of value to be found in the number of strong
relationships their employees have in their network. This web of
relationships is often times the differentiator between businesses that barely
survive and those who constantly thrive.
Inject Storytelling into Your Sales Process
The art of storytelling plays a major role in sales today. People like to
believe they make decisions that are based on logic and reason. In fact,
decisions are usually made solely based on emotion and personal
connections. Studies repeatedly show that decisions in business are strongly
influenced by our attitudes, fears, values, and hopes – of which, are built on
a foundation of a unique and compelling story.
Selling is getting harder and harder. While technological advancements are
helping sales professionals be more effective and efficient with their
approaches, the foundation of telling a compelling story is still important.
If you can discover ways of integrating your story with your sales process
on a regular basis, it’s a sure bet that you will be ahead of the curve.
Combine that with an attitude that embraces technology and you’ll be ready
for all the inevitable evolutions that will transform social selling today – and
in the future.
Tell Your Story through Personal Branding
Branding is just for businesses? Wrong.
Year after year, organizations spend millions and millions of dollars to
develop their brand. A brand is the combination of a variety of ideas that
translate into a cohesive story around something or someone. In many
ways, your personal brand is how you’re perceived by others and ultimately
your reputation.
By taking the time to develop your personal brand and position yourself as
an individual who can be trusted you will have an opportunity to stand out
in a crowd?
When developing your brand you should think about what it is you want to
be known for and how you will deliver this story on a consistent basis.
To develop a strong personal brand you need to be seen as an expert within
a specific field or industry. You need to establish a sense of trust with clients
and the business community as a whole.
To establish a sense of expertise and leadership you must be readily sharing
your thoughts and ideas. Consider the following ideas:
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Use Technology as a Competitive Advantage
Great sales people believe that technology has the ability to make their job
easier. For starters, they recognize the opportunity to use these channels to
be more productive, organized and efficient throughout their day.
Technology has allowed sales professionals to be more effective and more
efficient in managing their time and relationships. By embracing technology
you’re able to differentiate yourself and ultimately develop a skillset that
colleagues will envy and employers will admire.
Subscribe to your company’s blog. Companies invest in blogging and
content marketing to, among other things, communicate thought
leadership, stay top-of-mind, and generate inbound leads. If your blog is
any good, it should be a fountain of knowledge that you want to share with
your clients and prospects. When you subscribe to your company blog, you
should get an automatic notification when a new article is posted. This is a
very valuable alert.
Read and forward new blog articles to Outlook - When you receive an
e-mail alert from your blog about a new article, you can click on the link to
read the article. If the article will resonate with a client or prospect, then
simply forward the link from Outlook in a simple e-mail. Take 30 seconds
to personalize it, and voila — you’ve shared some useful content.
Google yourself at least monthly. Buyers are doing their due diligence
on sellers more than ever. As part of their process, don’t be surprised if
they Google you. And when they do, you need to know what comes up on
the search engine results page. Although this will vary based on your
location, usually the top results are your LinkedIn page and then your
Facebook and Twitter pages. Click on these top links to make sure you don’t
see anything embarrassing. This happens most with Facebook. Your
prospects don’t want to see you lounging on the beach in a Speedo. Check
your privacy settings, and don’t give your prospects a reason to say “no.”
Update your LinkedIn profile. Your LinkedIn profile is your modern day
CV. When a prospect hits your profile page (probably by first Googling your
name), does it give them a sense of confidence or pause for concern? Your
LinkedIn profile page should send a message loud and clear that you are a
professional who customers can trust. Think from your customers’
perspective about what they would want to see, and position your personal
brand accordingly.
“Recommend” and “Endorse” your clients on LinkedIn. As we
mentioned earlier, having a strong LinkedIn profile is crucial in this day and
age. Recommendations and endorsements are very important aspects of
your LinkedIn profile because they act as third-party validation of your
abilities and success. Many salespeople and consultants make the mistake
of asking their clients and colleagues to recommend or endorse them. This
can put them on the spot if they aren’t comfortable or willing to do this. One
way around this awkwardness is to first recommend a client you would like
to either get back in touch with or have recommend you. Your clients also
want to bolster their profiles and open new career opportunities. If you first
recommend someone, chances are, they will return the favor and
recommend you.
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Join relevant groups on LinkedIn. One of the best ways to identify new
prospects that may be facing similar issues to your best customers is
thought LinkedIn Groups. One benefit of linking to your customers is that
you will be able to see their full profile and the “groups” they belong to.
Most will join groups with similar people facing similar issues. Take a look at
the groups your customers belong to, and join those groups. Once you join
the group, you can see many other group members and decide which of
these will make good prospects for you to engage with.
Thoughtfully share blog articles with clients, prospects, and groups.
This ties back to point #3, except that the content you share doesn’t need
to be your own or from your company blog. There are many great
publications, blogs, and research reports that can help you substantiate the
need for your services with your clients. Be thoughtful and selective with
what you share; otherwise, your clients will assume that you’re just trying
to sell them and will start tuning you out.
Ask clients to contribute to your blog as subject matter experts.
Client’s desire to raise their profile and manager their careers too! Some
clients love the limelight and seek publicity. When this is the case, take full
advantage of it. Space on your company blog is pretty much free, and
there’s nothing like a satisfied client writing about their experience around
an issue related to what you do.
Optimizing Social Profiles for Social Selling LinkedIn
In the world of social selling, salespeople’s social profiles should be more
than digital resumes. They should actively help you cultivate a reputation
with your buyers as a trusted advisor who can bring fresh insights to their
business. For this reason, you should redo your social profiles to change the
intended audience from recruiters to potential buyers.
LinkedIn Profile Settings
If you want to use LinkedIn as the digital equivalent of your Rolodex,
keeping your LinkedIn privacy settings at ‘maximum protection’ is OK. If
you want to use LinkedIn to grow your network, personal brand and
success, loosening your privacy settings will definitely help!
Consider this: LinkedIn is a social network. It is a place where you can meet
and connect with interesting people and where you can build your personal
brand.
1. Set your LinkedIn privacy settings to support your goals
Then hover over your small profile picture in the upper right corner of
your LinkedIn home page and click ‘Privacy and Settings’. You will see a
control panel that looks like this:
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2. Turn on/off your activity broadcasts
- recommended off
Your activity broadcasts are updates that appear in your activity feed
when you update your profile, make recommendations or follow
companies and thought leaders. Your connections see your updates in
the activity feeds on their personal LinkedIn home pages. Until you are
very comfortable with your profile you may want to have this turned off,
once you feel your profile is where you want it to be then you can
change this.
There are 2 valid reasons why you may want to (temporarily) turn off
your activity broadcasts:
1. You are looking for a new job and you don’t want your current
employer to see that you are updating your profile and that you are
connecting with competitors or recruiters.
2. You want to adjust a minor detail (a typo, a small fact) on your
LinkedIn profile and you don’t want to draw the attention of your
connections.
If none of these reasons apply to you, please turn on your activity
broadcasts. It will greatly increase your visibility on LinkedIn because
you will appear on your connections’ home pages frequently.
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If your connections ‘see’ you on a regular basis, you stay top of mind.
And if you stay top of mind, you increase your chances of receiving or
hearing about interesting opportunities.
Note: It goes without saying, but please don’t spam your network by
sharing too many profile and status updates per day! This will do more
harm than good. And as always, please be careful with the information
and the opinions you share on LinkedIn.
3. Select who can see your activity feed
- recommended everyone
You have 4 choices here: ‘only you’, ‘your connections’, ‘your network’
or ‘everyone’ can see your activity feed. Unless you want to play hide
and seek on LinkedIn (and the internet), select ‘everyone’.
Again, be careful with the content you share on LinkedIn. Make sure
that your activity feed supports your professional goals and that it
cannot be used against you.
4. Select what others see when you’ve viewed their profile
You can select how much information you want to give away when you
view someone else’s LinkedIn profile. Select ‘Your name and headline’
here to use other people’s vanity to your advantage!
This is a great tip to connect with interesting people who you don’t really
know yet: View someone’s profile and check whether the other person
visits your profile in the next few days. If the other person does, you can
send him/her a request to connect. By this time, the other person knows
who you are and he/she will probably want to know why you viewed
his/her profile in the first place.
5. Select who can see your connections
- recommended everyone
Sharing the details of your connections with your connections is the
essence of networking: it is great to meet interesting people, but it is
even more rewarding to get others in touch.
If you act as a liaison between two people who need each other, you will
earn reciprocity and goodwill from two parties! This may benefit you in
the future.
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6. Change your profile photo & visibility
Don’t keep your profile photo just for your connections or your network.
Share your profile picture with ‘everyone’ instead. This way you will also
increase your visibility and findability in the search results of Google,
Yahoo! and Bing.
7. Edit your public profile
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Click edit your public profile and tick all the boxes on the next page. This
will open up your profile for the entire world and it will massively
increase your online visibility, findability and chances of receiving
interesting business opportunities.
On this page, you can also customize your public profile URL. With a
public profile URL, you can refer to your public LinkedIn profile with, e.g.
www.linkedin.com/in/yourname instead of
www.linkedin.com/profile/view?id=12.
This looks more professional and it is easier to remember. In addition, if
you use your name as illustrated above, your LinkedIn profile will rank
higher in Google’s search results when others search for your name.
8. Show/hide “Viewers of this profile also viewed”
- recommended on
Please show this box on your profile. It is a great way for others to meet
other interesting people in your network. Again, if you act as a liaison
between two parties, you may earn goodwill from both parties!
9. Manage who you are blocking
10. Manage your Twitter settings:
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11. Manage your WeChat settings
Communications
1. Managing the Types and Frequency of Email from LinkedIn
To stop receiving a specific email from LinkedIn, click the Unsubscribe
link in the footer of that email. You can also manage the types and
frequency of the email you receive from the Email Frequency Settings
page.
a) Move your cursor over your photo in the top right of your homepage
and select Privacy & Settings.
b) You may be prompted to sign in.
c) Click the Communications tab next to the envelope icon on the left.
d) Click set the frequency of emails to select the emails you'd like to
receive and how often you'd like them delivered.
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a. Messages from other members - recommended -individual e-mail
b. Updates and News - recommended - weekly digest or no email
c. Group Digest - recommended weekly digest or no email
d. Notifications – Personal preference
e. Messages from LinkedIn – personal preference
2. Set Push Notifications
a. Invitation to connect (select recommended)
b. Messages (select recommended)
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3. Types of Messages you are willing to receive
a. Messages – recommend - introductions and InMail only
b. Opportunities – recommended expertise requests, personal reference
requests and requests to reconnect
4. Select who can send you Invitations
- recommended anyone
Account
1. Privacy Controls
Managing Advertising Preference
Recommended select
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2. Settings
Change Your Profile and Photo Visibility
You can control who can see your profile photo as well as whose profile photos you want to see from the Account section on your Settings page.
Posting a profile photo is optional.
To change the visibility of your profile photo, select one of these options for “In addition to users, my profile photo is visible to…”:
My Connections
My Network
Everyone (default setting)
To show or hide profile photos of other members, select one of these options:
Everyone (default setting)
Your Network
Your Connections
No one
Show/hide Profile photos of other members
Customize the updates you see in your homepage - recommended
check all
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Select your language - as required
3. Manage your security settings - recommended – turn off secure
connection and two-step verification unless “turn on “required by your IT
department
E-mail, Phone and Password
Add or change e-mail address: Use work address as your primary e-
mail AND use a personal address as a secondary e-mail address
Manage phone numbers (at your discretion)
Change your password every few months.
Don't use the same password on all the sites you visit.
Select strong passwords that can't easily be guessed with 10 or more characters.
Randomly add capital letters, punctuation or symbols.
Substitute numbers for letters that look similar (for example, substitute "0" for "o" or "3" for "E".
Never give your password to others or write it down.
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What if you still want to protect your privacy on LinkedIn?
There is nothing wrong with that! In fact, it is a good thing to protect your privacy. You should always be careful with the information you give away on the internet. Especially on social networks such as LinkedIn.
But…
Instead of setting your LinkedIn privacy settings to ‘maximum protection’, please consider optimizing your privacy settings so that they support the goals that you are trying to accomplish. Otherwise you may miss out on the best features that LinkedIn has to offer.
So it is entirely up to you!
Creating a Buyer-Centric Profile
Rewriting your LinkedIn profile an extremely valuable exercise. A good
question to ask yourself while working on your profile is “would my target
buyer care about this?” If the answer is no, it should probably be scrapped.
Here are seven steps to give your LinkedIn profile a social selling facelift
that will optimize your public profile:
1. Have a current, professional photograph. According to LinkedIn,
profiles with pictures get a 40% InMail response rate. Optimize the “top
of the fold," aka your photo, headline, and summary.
Make sure your profile picture is PROFESSIONAL. You have 2.7 seconds
to show potential prospects that your LinkedIn page is worth their time.
Don’t use holiday shots, beach shots, or school pictures from 20 years
ago. Think of this picture as how you would dress for a business meeting
or interview. You don’t need to be wearing a suit, but you should look
like someone a prospect can trust their business with.
2. Make your headline a mini value proposition. This is a great place
to increase your chances of being discovered by potential customers.
Remember, by default, your LinkedIn headline is created by your current
position. Since your current positions is already a searchable area in
LinkedIn, it doesn’t make sense to have this information as your
headline.
Use your headline as your personal calling card for people doing blanket
searches on LinkedIn to find new contacts and business with which to
work.
Clicking (edit) on your profile will bring you to your basic information
page to customize your “Headline. Use keywords that associate your
experience and industry (i.e. B2B Sales, Cloud Computing, etc.). What
key words does your company want to be known for? Find out and use
them in your headline, when people doing people searches you will be
easier to find.
Answer these two questions in your headline: who do you help, and how
do you help them?
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Examples:
Georgina Alex: CEO of ABC Company – “Helping B2B make the numbers!”
Ken Koka: Social Media Strategist at Abstract View – Sales 1.0 | inbound
Marketing | Sales Intelligence | Social Selling.
Exercise: Make your headline a mini value proposition
Over the last few days you have already created your USP, adapt that to
a format that will work in LinkedIn.
3. Utilize Status Updates Status updates are your chance to develop
thought leadership and remain on your prospect’s radar. Buyers want to
buy from someone they trust. Spend time on blogs or articles and
sharing them on LinkedIn.
4. Populate your Contact Information - Add your phone number, e-
mail, Twitter handle, and WeChat and company website to your LinkedIn
profile.
5. Customize your public profile - by default this is a system-generated
series of numbers that essential is of no use to you. By customizing your
public profile link, you have a link that you can share across other
networks that also identifies who you are.
6. Write a 3X3 summary - three paragraphs with three or fewer
sentences each. Reiterate your value proposition in the first, and provide
some social proof of how you help clients achieve results in the second.
Include a concise call to action in the last that explains why and how a
buyer should reach out to you.
Example:
I make sure forward thinking companies have what they need to build
awesome communication solutions.
I walk users through the platform, outline all that can be done with
ABC’s product and map out a way forward so that our customers can
achieve the customized solutions they need to solve their business
problems.
I love talking about ABC and how we can help you achieve more
efficiently workflows and better customer experiences. Feel free to e-
mail me at Jose (at) abc (dot) com.
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Exercise: Write a 3X3 summary
Three paragraphs with three or fewer sentences each. Reiterate your
value proposition in the first, and provide some social proof of how you
help clients achieve results in the second. Include a concise call to action
in the last that explains why and how a buyer should reach out to you.
7. Set up your LinkedIn Profile to be discovered. - It’s called social
media for a reason. Don’t restrict your LinkedIn profile in any way, and
don’t opt to be shown as anonymous when looking at someone else’s
page. Researchers have found that 30% of the people whose profile you
view non-anonymously will view yours back.
In your privacy settings click on “Profile Views,” check the option to
show name and headline. You are originally listed as anonymous by
default.
Using LinkedIn for social selling means making it very easy to be found
by people looking for information about your product specifically or
general search terms your company can be a fit for.
It should go without saying, never say you worked somewhere or
misrepresent what you did with an employer. LinkedIn has the ability to
have other legitimate employee’s flag your profile and you could be
suspended from using the application or taken out of the system for
good.
8. Post a few pieces of visual content that will be helpful to your buyer.
9. Write the experience section with an emphasis on how you
enabled customers to improve their businesses -- not how many times
or by how much you exceeded quota.
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Exercise: Generate two or three customer experiences that you
can share tomorrow on LinkedIn. (With an emphasis on how you
enabled customers to improve their businesses -- not how many times
or by how much you exceeded quota)
10. Seek recommendations from customers to increase your credibility
11. Join groups that your buyers are in
Leverage your Existing Network
The key to begin building your network is to leverage your existing network
(friends, colleagues, schoolmates, etc.)
Connect with Co-workers – Use current or previous co-workers to build
your network. The simplest way to find them is to drill down into the
companies you have listed on your own profile. You will see who you are
already connected with as well as a complete listing of employees that are
listed with that company.
Find valuable connections on LinkedIn – Use the built in search feature
to help you find new people. Search by industry, location, keywords etc.
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Send Personalized Connection Requests – Do not use automated
invites. Think about the power of first impressions and the power of being
memorable. Reference something you have observed about them in groups,
a point they made, their company, some common ground. This paragraph
should briefly descript who you are, why you would like to make a
connection and why they should connect with you.
LinkedIn Groups for Social Selling Success
Sales people should become members of groups associated with their sales
focus as well as any industry related groups so they can keep up with new
trends and discussions.
Groups worth joining:
Industry groups – your own
Vertical Groups – ones you are targeting
Local groups and groups in areas you want to build up
Professional Groups that help you build craft – belong to sales groups
Parallel Groups – these share the same target audience as you but are
in different industries.
Engaging in Groups
Groups should be educational and fun. Content is king and if you are really
looking to have an edge over the competition provide some kind of learning
content (blog post, video, e-book, whitepaper).
According to research conducted, people who consistently share content get
2-3 times the number of unsolicited profile views.
Considering that salespeople rarely blog or create their own content, what
should they be sharing? Articles of interest to their target audience. As long
as it falls into that category, both internally- and externally-produced
content is fair game.
However, third party articles make you look more credible and less self-
serving. Strive to strike a balance.
Spend at least 20 to 30 minutes per day looking through your feed for
content. If you see an article that is sure to grab your prospects’ attention,
click "share" -- simple as that.
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Prospecting with Search
Using Advanced Search you can search the LinkedIn database through first
and last name, location, country, school, title and industry.
Using Connections
Narrow down your list through the connections tab on the right hand side of
your search bar.
92% of prospects never respond to a cold call or e-mail. 84% of your
prospects will respond to cold calls or e-mails when you leverage
connections.
Utilize ALL aspects of LinkedIn and remain committed. Many people put
little effort in and are disappointed in the results. Social selling takes time
and effort, but the results are incredible.
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Handouts and Tool Kit
How to add a Video to your LinkedIn page.
Step 1. Go to the "Services" tab on your company page
Step 2. Select the box, "Add a product or service”
Step 3. Go to the box marked, "Step 10: Add a YouTube video about this
product or service," and give a title to your video. (This will be your video
header.)
Step 4. Go to the next box marked, "Step 11. Add your YouTube video
URL." Copy and paste the URL from any video on YouTube in the box below.
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Tips and Tricks for Video on Your LinkedIn Company
Profile
1. Intro video – Have the first video people see from your services page
be a combination of what your company is about, an overview of your
services, and a call-to-action.
2. Call-to-action on page – In the description field to the left, put in a
call-to-action telling people to watch the video on your page
3. Better tracking with an "unlisted" YouTube video – have an
"unlisted" version of your video on YouTube, just for your LinkedIn
audience. Unlisted means that only people who know the link to the
video can view it. An unlisted video will not appear in any of YouTube's
public spaces (such as search results, your channel, or the Browse
page). That way you can track to the performance of that particular
video specifically to the audience on LinkedIn.
4. Special offer – Consider a special offer in your video just for people
mentioning they found you on your LinkedIn company profile page.
5. Feature key individuals/partners with their own "Services" page
and video – If you have multiple people offering individual services,
consider giving each member their own "Services" page, and an
individual video on each of them.
6. Feature videos of FREE products you offer – have a white paper,
report, and eBook. A video presentation you gave? Those are all
valuable "products" in terms of content, which you can promote your
business with by giving away for free. Consider creating a video for each
product – free and commercial – and creating LinkedIn "Services" page
for each individual product you want to offer to your audience.
7. Point people to your website video – Within the video itself, let
people know where they can find out more about what you have to
offer, with link to a special landing page on your own website. (This
allows for great funnel tracking with your own website analytics.)
8. Create an ad campaign with video. LinkedIn lets you can create
multiple ad campaigns on your company profile. Any of those ads can
that can either bring people to a page on LinkedIn featuring your video;
or it can bring them to a video on your own website. You can do this by
going to your Services tab, and then selecting the box on the far right,
"Promote my products or services.”
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Understanding Twitter
Every day, millions of users create, share and discover ideas on Twitter
Users also find great value in connecting with businesses of all kinds on
Twitter to:
Share their experiences, both good and not so good
Provide feedback on recent events or launches
Discuss product ideas
Learn about exclusive deals or offers
Get customer service
How does it work?
Twitter lets you write and read messages of up to 140 characters, or
the very length of this sentence, including all punctuation and spaces.
The messages (also known as tweets) are public, and you decide
which accounts you want to receive messages from
Twitter works equally well from your desktop or mobile phone
Before you dive in
If you want to spend time listening first, you don’t need an account to
search at search.twitter.com
Try searching for your company and a few key topics in your field
Listening can help you get a sense of how you want to engage on
Getting started is easy
Signing up for an account takes just a few minutes
To help people recognize and trust your account, fill out your profile
completely and include a picture
Follow relevant accounts
Following somebody means you’ve subscribed to their tweets
To find people talking about your company or topics in your field, use
search.twitter.com
When you find a good candidate, look under their
picture for the Follow button
You can also choose to interact without following an
account, just send them a tweet
Post tweets
People like tips, links to interesting stories and blogposts (they don’t
have to be about your company), exclusive deals and a good sense of
humor.
People like the human touch and will appreciate posts with your
thoughts and experiences more than you think
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Key terms
To follow somebody is to subscribe to their messages
A tweet is an individual message
A DM or direct message is a private message on Twitter
RT or retweet is to repost a valuable message from somebody else on
Twitter and give them credit
Trending topics are the most-discussed terms on Twitter at any given
moment
Some special lingo
@username is a public message to or about an individual on Twitter
A hashtag—the # symbol followed by a term and included in tweets —
is a way of categorizing all the posts on a topic
Shortened URLs. To fit links into the short messages, Twitter shrinks
some URLs down automatically
Best practices
Build relationships on Twitter
Listen for comments about you
Respond to comments and queries
Ask questions
Post links to things people would find interesting
Retweet messages you would like to share
Use a friendly, casual tone
Don’t spam people
Leverage the real-time nature of Twitter
Ask questions, float ideas, solicit feedback – and expect fast feedback
most of the time
If you’ve launched a product, new store or new campaign, search
Twitter for comments
Respond to customer service issues quickly
Engage in discussion on a tricky public issue your company is dealing
with
Before setting up measurement tools, focus on the quality of your
engagement: do a gut-check of how things are going
Try to analyze the quality of feedback and topics of discussion, you
may find this changing over time
Keep a tally of questions answered, customer problems resolved and
positive exchanges held
When offering deals on Twitter, use a unique coupon code or separate
landing page
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Optimizing Social Profiles for Social Selling - Twitter
Since you don’t have much real estate to work with on Twitter, a makeover
is relatively simple to pull off.
Follow these steps:
Post a professional picture.
Write your positioning statement.
Link to your company’s Twitter account (Example: Sales Rep
@company).
List your LinkedIn profile.
Include hashtags that your buyers follow.
Offer a mini insight.
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