“A Masterclass

5 Steps to Guarantee Success,

in less than an hour a week”

Andrew Wilks

LinkedIn

• Business, not ‘social’• Online networking• 3m+ users in the UK...100m+ in 200

countries• Growing fast...95K NEW users per month• Average user = 41yrs old, with 15 years

experience

Why use LinkedIn?

• Research your prospects

• Find additional networking opportunities (Groups/Events)

• Raise your profile (Branding works)

Why use LinkedIn?

• Demonstrate your capabilities

• Reassure potential clients

• Identify and make contact with new prospects

5 Steps to Generate LeadsStep 1 …Build your profile

• Picture – Make sure people can see your face clearly

• Headline (both lines – what you do/how people benefit)

• Use all three website links (replace them with meaningful phrases)

• Change your public profile • Link with Twitter• Use the Apps to add PowerPoint and Video (plus Wordpress for blogs, Amazon

book list etc.)

• Include keywords that people might use to search for what you do

Content is informal, personal, identifies the triggers, & the benefits, plus a ‘Call to Action’

Examples of how to use video

James Potter – The LinkedIn Man- Just video of James talking to camera

http://slidesha.re/iBfTBx

Mark Williams – Mr LinkedIn- PowerPoint presentation style , with some photos

Case Study

Bryony Thomas, of Clear Thought Contacted by someone who had searched for ‘marketing strategy’ within 20 miles of Bath. They clicked on the website link in their profile, viewed their website and then called her. They pitched and won a 12-month contract.

5 Steps to Generate Leads

Step 2 … Get connected• As many as possible vs those you know, like and

trust• Use the tools to start with your existing contacts• Add as you go along (eg after networking)• Use Outlook tool (Look in Tools at the bottom)• Fellow Group members

Connecting etiquette

Start with their first name, then add a personal comment, referring to any connection you have in common and if there is a specific reason, why they should link with you.

Case Study

Adam Blackie, Interim IT ManagerBy connecting with many agency people and contributing to discussions in IT related groups he secured a full year’s worth of work and now he has agencies ringing him, rather than him doing the chasing.(Peaks of activity on Mon am, Wed and Fri pm)

Case Study

Andrew Fielding – UK Ground Works

Just connected with previous contacts, who saw what he was doing and two contacted him immediately with offers of work, one of which was substantial.

5 Steps to Generate Leads

Step 3… Recommendations– Ask your past colleagues– Ask previous clients– Current clients– Event delegates– Networking contacts

5 Steps to Generate Leads

Step 4 … Join Groups• Find groups where your customers are• Send & respond to discussion topics

• NB. Golden Rule: NEVER sell overtly

• Set up a group(s) for the people you want to mix with and then invite people to join (work at this, and encourage members to invite others, until you get 100+ members)

Case Study

John Stevens, Fleet Risk Profiler.comCreated a Group for his target customers“Fleet Risk Management”, which now has 200 Members. Through this group he has established distribution for his software in South America and been invited to speak at events in America.

Case Study

Lawson Noble, CitySync.co.uk“I was paying £800 per 3D model of certain vehicles for our vehicle recognition s/w project. I joined some 3D design & animation groups & found several very helpful people. I ended up finding a really good company (Spline Motion) who supplied my test models at $200 - saving me thousands!

Case Study

Patrick Nash, ConnectAssistAccording to Bryony Thomas, Patrick created a paper and then by taking part in Group discussions and doing updates got 80 people to download his paper. He then set up an event for Charity Chief Execs and had 10 CEOs from major charities attending.

Case Study • Needed credible names in

her industry to attract funding.

• Joined 6 groups, posted in discussions

• 40 replies• 8 excellent contacts• Ex Giorgio Armani MD &

current Kelkoo Marketing Director are now on her board!

• Now using LinkedIn to find VC partners.

5 Steps to Generate LeadsStep 5 ... Search for individuals &

companies• Upgrade to Business Account (< £16/month)

• See who’s viewed your profile, See 300 profiles, See full profiles, go Open Linked, Get Profile Stats

• By name• By company• By Job Title• By keywords (eg trade association members)

Case Studies

Jim Rathbone, Rathbone Results• They first identified the target market e.g. Managing Directors, Security

Market, £1m – 10m t/o, 11-200 employees, private companies. They also

targeted specific keywords – Electronic Security, CCTV, Access Control etc.

Geography – 25 miles around WD postcode.

• This yielded 14 contacts.

• Then they researched them further via companies house, with the

following results:

– 2 eliminated as too profitable

– 2 Dormant

– 2 poor balance sheet

– 1 liquidation

This left them with 5 contacts that Jim Rathbone followed up with a phone call

• 4 connected

• 2 are now good clients of Rathbone

• 2 opportunities are still open

The timescale from campaign to customer was approx. 3 months

Business Development Case Study

• $2 million + turnover International Trading company

• Uses LinkedIn as primary source of new business

• 75% of business comes through LinkedIn

Case Study

December 2010 LinkedIn helped us to £1bn in sales says DCSDistribution service DCS Europe, which recently announced it had broken the £1bn sales barrier, has revealed to Insider that £1m of its business was made through social networking site LinkedIn. Denys Short, chief executive of the Stratford-upon-Avon-based company, said “I would say we had made around £1m from customers we have looked for on LinkedIn.Many businesses have no idea how profitable it can be. We had a list of 300 or so potential customers which we wanted to target, and searching for them on LinkedIn proved to be hugely successful.”

More Tips

• Set up and attend Events• Contribute to Questions & Answers• Don’t have a rigid policy• If it’s not working, but people are visiting

your profile …revamp your profile.

Case Study

Carl French, ReplicoCarl posted an event he was running at the IoD in Pall Mall, on franchising and he had such a good response that he didn’t need to promote the event anywhere else! He made a point of informing people not only through updates, but also through many of the 50 groups that he belongs to.

How to fit it all in

• Try doing a little each day• Try allocating an hour once a week at a

fixed time• How do people here do it?

Summary5 Steps to Success1. Make your profile work2. Get connected3. Get recommendations4. Participate in Groups5. Don’t be passive –Take ACTION!

a. Searchb. Eventsc. Q & A

Need help taking your business to another level?

• Buy one of my Lead Generation Seminar CDs (Available at the back, normally £19.99, today just £10)

• For 1:1 support, get in touch viawww.parkerwilks.co.uk or 01727 370077

Other Resources

• Help with creating the perfect profilehttp://promotetoperform.com/linkedin-perfect-profile/

• LinkedIn Training for groups– Mark Williams – Mr LinkedIn– James Potter – The LinkedIn Man

• Talks on the power of LinkedIn– Andrew Wilks - 07870155137

Thank you!

For support with your marketingOr for someone inspiring to talk to a groupContact Andrew Wilks0845 330 6448 07870 155137 andrew@parkerwilks.co.ukwww.parkerwilks.co.uk