It seems that in today’s increasingly digital world, you have anyone on the planet within a click’s reach. So many social media platforms are designed to make communicating and engaging with others as easy and fast as possible. So, with all this immediate contact at our disposal, why not use it to our advantage?

As a Business Influencer (and yes, you are in fact an influencer), your impact on others is limitless— if you implement your influence correctly. LinkedIn, the leading professional networking and job search app, is a necessary tool for taking social media by the reigns and using it to build business. Yes, connecting with professionals in your industry, whether you know them or not, is great for building your network. But what’s the point of your large network if you are not taking the extra steps to convert these connections into clients? With each accepted invitation to connect comes a whole wave of opportunity. Watch this Social Jack Flash Class!

What is Social Selling?

Social selling is the process of developing relationships as part of the sales process. Today, this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline. Examples of social selling techniques include sharing relevant content, interacting directly with potential buyers and customers, personal branding, and social listening. Social selling is gaining popularity in a variety of industries, though it is used primarily for B2B (business-to-business) selling or highly considered consumer purchases (e.g. financial advisory services, automotive, realty).

Social selling has become more popular since companies have looked to increase their return on investment of social media interaction. Sales teams within organizations frequently mine data from social media that may help them connect to customers in order to create a more genuine sales lead. The technique frequently focuses on approaching potential clients in a less direct way, meaning they don’t interrupt their daily lives with cold calls and hard sells. Koka Sexton stated that the art of social selling is said to speed up many sales processes, while also improving relationships.

No alt text provided for this image

Let’s take a look at some statistics from the International Data Corporation:

75% of B2B buyers and 84% of C-level/vice president (VP) executives surveyed use social media to make purchasing decisions.

Online professional networks are the number one information preference of buyers in the final stage of the purchase process.

Social buying correlates with buying influence. The average B2B buyer who uses social media for buying support is more senior, has a bigger budget, makes more frequent purchases, and has a greater span of buying control than a buyer who does not use social media. B2B buyers find the greatest benefit of social media is gaining greater confidence in and comfort with their decisions.

How Many Contacts Do You Have That You Cannot See?

No alt text provided for this image

When we think about our social reach, you may be connected to someone directly, through another person or through many different people. What happens is, information gets passed down a line. One person may see what you’re doing online, believe that it may be of value to someone else they know, then connect you to their connection. This opens up an array of networking opportunities

The LinkedIn Network

Even with 500, 400, even 300 industry-related connections, this puts us within degrees of millions of possible connections. When you look at someone’s profile on LinkedIn, you can see how many shared connections there are between you and them. This is the beginning of the formation of “clusters”. It is essential to know how to talk with the people within these clusters, more specifically, find the ones that matter.

No alt text provided for this image

Goal: Prevent Clicking Roulette!

What we want to prevent is “clicking roulette”. It’s normal to go onto social media and begin clicking on every possible prospective client you see, but it’s not efficient or beneficial to us. We may log onto LinkedIn with one goal, but soon find ourselves buying gadgets from the Amazon trending list, or making trades on Draft Kings. This lack of focus is not going to generate appointments.

Personal Challenge: Make it a goal for yourself to set five minutes (and only five) to go on LinkedIn, and make your sole intent to leave with one appointment. Whether it’s a phone appointment, a Zoom call, or just a coffee date, make that your one goal for five minutes on LinkedIn.

LinkedIn Power Moves- Let’s Get Those Appointments!

1) Your Profile = Your Professional Brand

Think about your ideal target and whom you want to start conversations with. Take the time to identify your target audience, then make sure your LinkedIn profile speaks specifically to that group.

Your profile photo should represent who you truly are. It should be current, welcoming, and you want it to portray how you would look if a client were to be seeing you at a meeting or an event. If you put a tie on for professional headshot photo day at work, but you don’t usually wear a tie, that is not a good representation of your personal brand.

Ensure that your profile headline is clear and communicates to people what you do and how you can help them. Putting where you work is unnecessary because it is already located at the top of your profile. You want to answer the clients’ question: “What is your solution that you are bringing to me?”. Your headline is what the potential client will see first when they land on your profile, meaning it should be packed full of keywords (within LinkedIn's limit of 120 characters, of course) relating to your specialties and services. If they were to search for a combination of keywords pertaining to the service you provide, you want to be first on the list of profiles after they press enter.

Joseph has a clear & concise headline of exactly what he can provide to his potential clients. His profile photo represents him well, for if we were to meet him at an event, this is how he would appear. You can see he included speaker and author in his headline-- While this may not be his primary job, he included this service in order to be found via keyword search.

2) Home Page Scan (UNE)

Remember that personal challenge from earlier? When you log onto LinkedIn, use part of those five minutes to scan your homepage. This step is where you literally scroll through your LinkedIn feed. If you’re noticing a lot of content and profiles that don’t apply to you and your goals, you have the wrong network. You can hide this unwanted content, or even unfollow/disconnect to these people that don’t belong in your circle.

Example: If you are hosting an event and have 500 people you know, but 50 of those are the decision makers, those 50 people are the ones you want at your event. LinkedIn, and social media in general, is one huge event. Invite the people who belong, and drop the ones who aren’t benefiting you or your business.

No alt text provided for this image

Above is what your LinkedIn home page looks like. Time to scroll and see who is helping you reach your goals— and who isn't. Remember: Social Media is like an event. Invite those who should be apart of it.

Within two minutes of your homepage scan, you should be able to spot somebody worth starting a conversation with.

3) Network Diving – Level One

Find someone within your network whom you believe is reputable, is always making referrals, or who is just a good friend. Then, “dive” into their LinkedIn network.

Example: Tony is a good friend of mine who I KNOW would always be willing to introduce me to people in his network. Find a connection like Tony and try diving into their connections!

No alt text provided for this image

Don’t be afraid to get in touch with your established network and ask them to introduce you to people in their network. Take the “social” part of social media literally, and dive right in to new opportunities.

LinkedIn has a feature where you can search specifically for a certain industry, seniority, or job title of that connection pool to ensure you’re reaching out to your preferred target audience.

Here's an example of a filtered search within Tony's network:

Customize the search on your friend or colleague's network to hone in on a target that meets your needs.

4) Conversation

Now that you took that leap of faith diving into a new network, it’s time to start a conversation. Think back to those first five minutes on LinkedIn, we’re at the point where times halfway up.

You have identified that new person whom you want to start a conversation with, now it’s time to engage. Isn’t engaging what social media is all about? Select a recent post that your prospective appointment has shared and start a genuine conversation with them in the comments. Something as simple as making an authentic comment is a guaranteed way to opening up new doors for you and this potential client. Put the sales aside for a second and really focus and touch on what matters to them. Start that dialogue, and be sure that you are all in on investing in them. This will establish a feeling of authenticity and trust before the actual conversation even begins.

Example: You found a potential appointment, Spencer in this case, from that nose dive into Tony's network. Now that it's time to start a conversation, head over to Spencer's activity to find something you can either comment on or include in your future messaging.

No alt text provided for this imageNo alt text provided for this image

 

5) Set the Hook – Convert

Now that you've done all that work (about 3.5 minutes into your 5 minute limit!), you're ready to get that appointment. Here are a few example strategically formulated messages you can send to your future client for your best chances of landing that conversion.

The “Catch Up”

This introductory message shows a genuine, authentic approach to breaking the ice with your target appointment. Writing this message needs to be done in a targeted fashion. Confirm that this person has a reason to utilize you and your services and that you as well are targeted in this initiative.

No alt text provided for this image

 

The “Fresh Connect”

It is important to thank people for connecting. If you’re lost on ways to initiate that conversation, thanking someone for simply connecting with you is a great place to start. It’s personal, simple, and gets straight to business.

We want to include a specifics with formulating this message. Specify how you want to meet and let them know you’re interested in working with them. Don’t leave this potential client wondering why you reached out.

Always provide two times and dates you are available to meet! If their response is delayed, at least you ignited a dialogue that can get picked back up in the future. Don’t forget to insert forms of contact information so you are easily reachable. While LinkedIn does not allow for automated signatures on messaging, it is always helpful to keep a document handy with a custom signature you can quickly copy and paste.

No alt text provided for this image

 

The “Continued Call”

One of the most important things about the continued call message is that you started the conversation. Remember that initial chat you had in the comments of the potential client’s post? It should be referenced here in this direct message. You can lead with language like “As promised…” or “Like I mentioned…” as an extension of that previous conversation. Make your intentions clear.

No alt text provided for this image

The “Transition”

This message can be technically viewed as an email validation. Make sure you have that intent to go from this conversation, to the next.
No alt text provided for this image

 

The “Referral Call”

Adding something relevant and specific to this potential client will allow them to feel like you truly care about them as a person, rather than just another possible conversion. Now, you are actually offering them referrals, letting them know that this connection will be mutually beneficial.

No alt text provided for this image

 

All of these steps to creating appointments on LinkedIn are meant to be completed within just FIVE minutes after logging on. Ditch the phone, turn off the TV, and focus on using your time on social media to gain new business. Every message you’ve seen thus far has included a personalized touch, clear intent, specific times and dates, and contact information. Who knew that five short minutes could be amplified into creating appointments? It is essential that we utilize the ever-growing digital world to our advantage.

What did you take away from these 5 LinkedIn power moves?

About the Author

For over 30 years, Dean DeLisle, has demonstrated his ability to accelerate bank, financial, and insurance institutions to stimulate business development while in a compliant environment. As Founder of Forward Progress, Dean and his team have helped over 2,000 clients assess and improve their online marketing and social networking results and trained over 120,000 professionals in over 35 countries with their online programs on their Social Jack™ Academy.

Dean has recently launched his new book, FIRST, The Street Guide to Digital Business Influence, which also tell stories of leaders within banking who have changed their culture and brand impact online.

Watch this Social Jack Flash Class

 


Influence Factory Brings Influencers Topical Industry News in an Exciting Way.

CHICAGO, February 12, 2018—Social Jack jump-started 2018 with a bang launching their new, free online webinar to podcast offering called The Influence Factory. The show airs live every Wednesday at noon CST as a webinar, but unavailable viewers can catch the episodes at a later time on YouTubeiTunesGoogle PlayStitcherSoundCloud and other channels.

Influence Factory, Where Leaders Assemble, features a wide variety of up-to-date segments compacted into a concise hour. Segments include an Influencer lesson of the week, a Special Guest interview with an Industry Business Influencer, updates on the latest industry news, and “Ask the Experts”. “Listeners” are encouraged to participate through polls, questions, and a Q&A segment and at the end of each episode the viewer with the most engagement receives a special prize. The goal of the webcast is for aspiring Influencers to engage and share new business ideas and learn from industry experts.

Each week Influence Factory features a different guest influencer to answer viewers’ questions pertaining to their area of expertise. Past guests include Google SEO Expert Joe Karns, Social Media Speaker Spencer X. Smith, Microsoft Storyteller Miri Rodriguez, “The Video Jedi” George B. Thomas, and Nimble CRM founder Jon Ferrara. Interested viewers can watch past episodes on Social Jack’s app, or on YouTube: https://www.youtube.com/channel/UCOySYhhhgqoAtKpLXPWmxhQ

Viewers can also listen to past episodes on the go in podcast form on iTunesSoundCloud, and Google Play. The best way to catch The Social Jack Influence Factory is by subscribing to their weekly Webcast, and ensuring you don’t miss an episode, at www.myinfluencefactory.com

About Social Jack:

The Social Jack System is an Influencer Development platform that combines the power of people, social teaming and today’s social networks to create Business Influencers and develop a targeted loyal following and achieve influence in your world. Social Jack serves organizations, executives, professionals, top producers, speakers, and they even have Influencer Event offerings.

About Dean DeLisle:

As Founder and CEO of Forward Progress, Dean leads his core team to provide digital marketing solutions serving over 2,000 corporate clients for the past 15 years. In 2015 Dean created and released a Business Influencer Development Platform known as Social Jack™, and they have successfully trained over 100,000 professionals on Social Selling and B2B Influencer Marketing. Their curriculum and programs are used globally by Fortune 500 companies, Associations, Conferences and Universities to instill best practices related to the effective use of social networks.


Notice I titled this ‘Social Influencer’, not ‘Social Media Influencer’. In our Social Influencer Marketing programs, we believe that it is our job to have our clients become Influencers in their world, and Social Media is one vehicle for making that happen. Let’s see if you agree or disagree with me after this article…!

First, a definition: an influencer is, simply put, someone who carries influence over others. An influencer on social media wields influence through social media. You probably know that word-of-mouth is one of the valuable forms of marketing; in our digital age, word of mouth goes way beyond what friends and family recommend to you, and that’s where influencers come in. No matter who you are, if you’re a thought leader in your network, people think of you and come to you first.

Becoming a thought leader in your network is a process, and our standard plan for our clients has about 20 steps, but here, I want to give you the top five things that could give you a head start down this path, something to think about and gain some traction. Even if you do nothing more than this, you will be further ahead than when you started.

Even if you’re not aiming to be a solution provider, becoming a social influencer can help you advance your career; we actually teach this as part of our career advance program in universities. On a corporate level, showcasing a company’s culture on social media can build the company’s reputation. Even more, employees can become corporate advocates – you can empower staff members to share their own insights about their work on their own social media feeds!

#1 – Pick your niche or focus

To be an influencer people need to really be able to easily digest what you can and will do for them — how you will serve them and solve their problems. You are most likely a solution provider of some sort. If you can clearly address a need that your target audience has, and match the skills you have to what you can provide, then you’re well on your way. Make sure your solution speaks directly to their need so that you are addressing the lowest common denominator of the problem at hand.

Example:

Say you’re an accountant. There are thousands of accountants, what makes you different, what is your niche in this very crowded world? I have a friend who over the years has forged his reputation in property tax savings. He completed his law degree and represents his clients from both an accounting and legal perspective. While he has enough knowledge to do your taxes and many other services, he decided over 20 years ago to pick a specialty and maintain that position. He is now one of the most recognized property tax attorneys in Chicago and has a limitless flow of referrals. We are now looking at how to add the social media component to take him to the next level. You might be this same position. Once you know your focus, you’re ready to move to the next step.

#2 – Subscribe and Monitor The Competition

While you may not think there is any, there is always competition. How to find them? Simply Google search either by need or solution discussed previously, then look for blogs, webcasts, podcasts, and other sources of information. This will give you a perspective on how to either refine your message or, if nothing else, what to do better or what not do. This will only make you better. You can also set up Google Alerts with those words of ‘need’ or ‘solution’ as mentioned earlier, names of competitors, even your own name(s).

To setup a Google Alert you will need a gmail account and be logged into google, then simply go to: https://www.google.com/alerts , add as many words or phrases as mentioned above, define the frequency, and you’ll be alerted when this news hits the Internet.

Once you do find competitors or colleagues, make sure you subscribe to them and block out regular time to review the information you glean. This will only make you better.

#3 – Define Your Social Channels

You will never master all channels, so you need to really think of where your ideal target spends the most of their time, and decide what you can manage. We manage channels for many clients who want to be influencers and don’t have the time to make that happen, so you can consider that as well – hire and pay for assistance or find a volunteer help to build and manage. You can also reference our slide deck listed below.

Remember when doing this: one tip is to simply ask your clients where they spend their time on social media. This will give you a great start to making that choice.

#4 – Look like a thought leader (a.k.a. Social Influencer)

Please reference one of my last blog posts on Personal Branding, this is the critical next step. Google yourself and see how your digital footprint represents your position in the market place. Most likely, social media sites like LinkedIn, videos and personal websites with your name will be at the top. You’ll want to make sure the first two pages identify that ‘solution’ niche you selected in step one. Be sure to update all your profiles and remove or rename any content that is not relevant. Your past will catch you up here, so be sure to search, scan and clean it up! Mark your calendars at the first of the month as a reminder to yourself to do this on a regular basis; we create more social profiles by accident than we know!

 #5 – Turn on your content machine – remember your focus!

Okay, don’t get overwhelmed here, but you’ll need to schedule and start posting relevant content about your niche, your focus. This can consist of videos, blog posts, podcasts, interviews, slide decks (like we have done above), photos, articles you write or are featured in, and anything else that can live on the internet. Remember, when you are posting any content, tie it back to your social media sites and websites, and always make sure you include client’s need and the solution you provide. One of the simplest tips here is that you can add videos, slides or articles to your LinkedIn profile. If you author something, make sure to claim it, add it to your profiles, websites, and then post about it on your social media channels. And if you do work with a partner like us, make sure you communicate to your partners and trusted allies that you are posting and want their support to jump into the conversion online with you.

In Summary – you are an influencer – time for the next level!

You are all influencers; sometimes, as we develop and migrate, we get lost in the shuffle of our business or lives, and we need to regroup, focus, reclaim our position, and tell the world. The great news is that Social Media allows us to do this faster and more efficiently than ever before. There are also millions of other people trying the same thing. The important thought to remember is to not get overwhelmed, start with these simple steps, and if you need help, ask those around you for support. If you would like to have a conversion with us, just email me and let’s set something up, you might be closer than you think.

To hear more on this subject, you can listen to a recent podcast where I was interviewed on Influencer Marketing: “Turn Attendees Into Super Fans Using Influencer Marketing with Dean DeLisle

 

Social Jack™ is also a proud sponsor of the Virtual Event: Best Practices in Influencer Marketing, which will be taking place on Tuesday, August 1st, 2017.

 

Can’t wait to see you looking good as a social influencer online soon! – Dean