Using LinkedIn To Develop Businesscpaacademy.s3.amazonaws.com/PPT/linkedin2013.pdf · referrals and...

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Using LinkedIn To Develop Business

Presented by:

Tamera Loerzel

September 19, 2013



Poll #1

• What best describes your role in your organization? – Group of partners/owners and/or other team

members

– Partner or team member in public accounting

– Owner or team member in industry

– Marketing/BD, HR, Firm Administration or Operations

– Other

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Our Objectives

• We’ll discuss the “must haves” to position yourself and your organization to maximize your use of LinkedIn for business development, including:

– Mining other people’s connections to identify potential referrals and develop new business

– Managing your “brand” by posting status updates, posting job openings, and participating in group discussions

– Enhancing your business development success by targeting accounts, finding warm ways in and introductions to opportunities, and conducting market research

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Poll #2

• Do you have a business development success story using LinkedIn? (check all that apply)

– I made contact with a prospect or referral source

– Someone on LI referred me to a prospect or referral source

– I won a new engagement from a conversation on LI

– I increased attendance at an event I posted on LI

– I haven’t had a BD success as a result of using LI – yet!



Some Success Examples

• Michael Blake, director of Valuation Services at Habif, Arogeti & Wynne LLP, knows that LinkedIn can lead to concrete results, too. “Through LinkedIn, I have (already) gotten one valuation engagement for $10,000.”

• Thomas L. Jollay, CPA, a shareholder at Bennett Thrasher and his colleagues have achieved sales results from posting information on LinkedIn about articles they want to draw attention to. “I have definitely had numerous individuals respond to offers for various articles. This has led to in-depth calls about specific needs they may have at present or pending,” he said. - Journal of Accountancy

– http://www.journalofaccountancy.com/Issues/2011/Mar/20103310

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Why Do You Have to Be There?

• Your competitors are out there gaining strength by using social media to: – Build brand and thought leadership – especially in

defined niches • Writing blogs

• Joining groups on LinkedIn (or starting a group!)

• Replying to discussion forums

• Sharing information by tweeting it

– Build their networks and finding “warm” ways into potential clients

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Why Do You Have To Be There?

• Use it for selling to target accounts and build your niches

• Win more opportunities using information gained about contacts to influence pursuit strategies

• Recruit candidates – LinkedIn is THE place professionals are going to find new career

opportunities

– Facebook is effective in recruiting college graduates and Gen Yers

• Improve firm search engine optimization – Your social media pages drive more traffic for your firm and ultimately

increases your “page ranking” in searches

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LinkedIn Highlights

• Still the #1 professional networking site, with:

– 2.03 million of the users in the finance industry/profession

– Over 200 million users (with two new users every second) • As of the school year ending May 2012, there are over 20 million

students and recent college graduates on LinkedIn - LinkedIn's fastest-growing demographic

– 71% over 35 years old

– 69% make over $60K per year

– 74% have at least a 4-year degree

– More than 2 million companies have a LinkedIn Company Pages

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LinkedIn Highlights

• Best uses – building your web of professional contacts, recruiting, business development (esp. some niches) and market research

• All sorts of expanded features including: – User guides for small business, recruiting, business

development, etc. – Company pages that allow promotion of products; links to

other sites – Integration to Twitter – New skills inventory – Emails to advise of people who changed jobs – New student portal for recent grads (moving in on

Facebook’s campus recruiting turf)

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LinkedIn Demonstration

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Poll #3

• What have you done using groups on LinkedIn? (check all that apply)

– I have joined at least one group

– I responded to group discussions by posting a comment

– I started a group discussion in a group

– I increased my connections with members of groups I belong to

– Other/I have not participated in groups on LinkedIn



Poll #4

• How have you used the Search function on LinkedIn? (check all that apply)

– I have searched for an individual I know to make a connection

– I have searched for a company that I wanted to research

– I have searched for a list of people or companies

– I have searched for groups to join

– Other/I have not used the search function on LinkedIn



Business Development Ideas

• Subtle “soft selling” – Be sure your profile has the right key words in it – Use status updates to let people know what

you’re up to – Deepen your use of the products/services page

and status updates on your Company Profile – Use events to promote your activities and

marketing events; push these via status updates – Join groups that mirror your interests and targets – Answer questions that pertain to your interests

and targets

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• More overt activities – Read the profiles for all key contacts of existing

prospects to find points of common interest – Review your clients’ or referral sources’

connections and ask for referrals by name – Use the search functionality to search based on

key words and then save your search and get updates

• To build target lists and find contacts in your targets

– Start your own group

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• Direct selling activities – Create a target list of prospects by searching

groups, companies or individuals – Send “get to know you” emails out several times

per week

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Next Steps

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Social Media Strategies

• Promote your organization and encourage your team to embrace social media, too – Start by training all other team members on the various

mediums and the WIIFM for them – Build your social media presence with LinkedIn

• Encourage all managers and partners/owners to complete their profile and link to your firm page

– Consider supplying standard text and key words

• Offer web-based or in-office training to staff • Teach them the “protocols” and tips of using it • Create a private firm group and start using communications

features available there • Run a promotion to get your connection count up

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Poll #5:

• What one commitment will you make out of this web seminar to use LinkedIn to support your business development efforts? – Make at least 100 LI connections working towards 500

– Visit my home page daily and update my status weekly

– Research sales prospects to learn more about them

– Conduct target account searches

– Participate in group discussions/start a group discussion

– Other



Thank You!

• Connect with me and contact us at any time to assist you with your growth goals and social media plans

Tamera Loerzel

(952) 226-1780 http://www.linkedin.com/in/tameraloerzel

http://www.facebook.com/convergencecoaching.com

http://twitter.com/tameraloerzel

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Tools And Resources

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ConvergenceCoaching Resources

• ConvergenceCoaching’s web site includes information at:

– www.convergencecoaching.com

• Read our Coaching Concepts newsletter:

– http://www.convergencecoaching.com/coachingconcepts/

• Visit our blog for posts on these topics:

– www.convergencecoaching.com/blog

• Visit our learning center for access to additional courses:

– http://www.convergencelearning.com

• Visit us on Facebook:

– http://www.facebook.com/convergencecoaching

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Transformational Leadership Program

• The TLP will run from June 1, 2013 to May 31, 2014, and class size is limited to 25 participants. Over the twelve-month period, they will experience: – In-depth self-assessments

– Two in-person workshops

– Online, self-study and instructor-led web seminars

– Tailored one-on-one coaching sessions for them and their in-firm coach

– A difference making firm project of their choice

• www.convergencecoaching.com/what-we-do/transformational-leadership-program

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Social Media Resources

• 100+ Resources to Boost Your Social Media Savvy: Top Tips & Advice from the Experts

– http://www.interactiveinsightsgroup.com/blog1/100-resources-to-boost-

your-social-media-savvy-top-tips-advice-from-the-experts/

• 2010 Association for Accounting Marketing Social Media Survey

– www.accountingmarketing.com

• “A Brave New World With Social Media”

– http://www.accountingweb.com/blogs/sueatcpelink/continuing-

education/brave-new-world-social-media

• “Case Studies: Social Media”

– http://www.accountingtoday.com/ato_issues/26_2/case-studies-social-

media-61611-1.html?pg=3

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• “CPAs – It’s Time to Get LinkedIn” by Barry MacQuarrie

– http://www.cpa2biz.com/Content/media/PRODUCER_CONTENT/Newsletters/

Articles_2010/CorpFin/LinkedIn.jsp

• Google AdWords

– https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=10

00000000&ideaRequestType=KEYWORD_IDEAS&defaultView=2

• Groundswell: Winning in a World Transformed by Social Technologies by

Charlene Li and Josh Bernoff (Harvard Business Press, 2008)

• LinkedIn

– http://www.linkedin.com/company/5507?trk=tyah

• “LinkedIn Tips for CPAs” by Robin M. Hensley

– http://www.journalofaccountancy.com/Issues/2011/Mar/20103310.htm

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• “Seven Essential LinkedIn Connections”

– http://www.socialcpas.com/2011/02/seven-essential-linkedin-

connections.html

• Social CPAs

– http://www.socialcpas.com/

• Social Media Strategies for Professionals and Their Firms: The Guide to

Establishing Credibility and Accelerating Relationships by Michelle Golden

• “Social Media Helps Accountants Enhance Visibility”

– http://www.accountingtoday.com/news/Social-Media-Helps-Accountants-Enhance-Visibility-55419-1.html

• “Start Using Twitter To Develop Thought Leadership” by Tamera Loerzel

– http://www.convergencecoaching.com/blog/2013/01/start-using-twitter-to-develop-thought-leadership/

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• “Using LinkedIn To Develop Business” by Jennifer Wilson

– http://www.cpa2biz.com/Content/media/PRODUCER_CONTENT/Newsletters/Articles_2011/CPA/Sep/LinkedInBusiness.jsp

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Social Media Statistics

• Digital Buzz – http://www.digitalbuzzblog.com/linkedin-demographics-statistics-stats-2011/

– http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-

infographic/

• Boolean Blackbelt – http://www.booleanblackbelt.com/2011/09/linkedin-user-

demographics-and-visitor-statistics-2011/#.UCEQ5k1lTjU

• Insights for Success – http://www.kiledjian.com/main/2011/2/21/real-twitter-usage-

statistics.html

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Social Media Statistics

• LinkedIn – http://press.linkedin.com/about

– http://blog.linkedin.com/2013/01/09/linkedin-200-million/

• Mashable – http://mashable.com/2011/02/24/facebook-twitter-number/

• Social Ware – http://compass.socialware.com/social-media-stats.html

• Twitter Stats Infographic and Twitter Facts from 2012 and 2013 – http://www.socialmediadd.com/Articles.asp?ID=248

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ConvergenceCoaching Strategic Partner

• Avalara – Avalara provides cloud-based, automated, end-to-end

compliance services for accounting and tax professionals and businesses of all sizes, including sales and use tax calculation, exemption certificate management, filing and remittance, and other related services

– www.avalara.com – Contact:

• Ray Bigley, VP Business Development • 206.465.5198 • [email protected]

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