Lesson 20 Chapter 2 Module 2

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8, and in this module, we're going to take it a good deep dive look at LinkedIn. This is the last module in this series in this week, too. And we're going to end with a bang. This is a really good module with some really worthwhile content. So you're definitely going to want to pay attention.

And we're going to start off looking at LinkedIn profile optimisation and why that's important just to weave our keywords into our social profile and get that out of the way quickly. I'm then going to show you sales navigator, which is a paid version of LinkedIn, which is actually a separate site altogether which is almost like a mini CRM system. Wouldn't mind betting at some point that LinkedIn do a deal with a CRM company and actually expand that product. But we're going to have a look at that is a paid product. We're going to show you how to use that, to target your prospects, create lists and that kind of stuff. I'm then going to show you behind the scenes of the paid ads side of LinkedIn, which is like a pence per click advertising in LinkedIn, and why you might want to use that over organic reach and then gonna share with you a great plugin that I use called crystal nose, which is genuinely as far as I'm concerned, the best LinkedIn plugin ever. And then a little bit about the do's and don'ts of LinkedIn automation. 

So we can go straight over to Asana and have a look at our task and dive straight into this profile optimisation. So there's a link here which will take you to an article that I've written which goes into a lot more information about, you know, the importance of all of the things on your profile, your name, your headline, your history, and all that kind of stuff.

Because no doubt, you're not going to want me to go through all of this with you now. But the point is you do want to spend a bit of time. We want to make sure that you know, that you're projecting the right image, that your keywords are woven into your into your title, that your history and all that is right. Just spend a little bit of time because as you can see here, you know, these views are free, right? I mean, that's people just looking on LinkedIn and find a me and ultimately outreaching and becoming prospects and clients through organic outreach. So you're definitely going to want to make sure that your profile optimisation is up to speed. But don't lie, you know, I've come across people that have said, you know, I thought they were in the same industry as me.

And then all of a sudden they said, oh no, that's basically just. It's you know, I've only been doing this five minutes, but I thought it might be good if I put it on the profile of internet for two years. Well, don't do that because that definitely is not going to help you in the long run. Be very honest about where you are and you'll do better off I'm sure. So, yeah, I'm not going to bore you with going through all of that, but definitely spend a bit of time, make sure your profile is optimised because in the same way that people use Google as a search engine, people do use LinkedIn for search engine. And if they start looking for business coach or whatever, it might be, your profile can come up if you've optimised it properly. And that's what you want to do.

So spend a bit of time, have a look at that that post that I've written to make sure you do that you know, worst case scenario it's going to take you an hour or something and that set you're done. So moving on from the LinkedIn, you see over here, there's a, an option for sales navigator. That's going to open in a separate tab. And as I say, this is a paid version of LinkedIn, I think you get 30 days for free. And then if you want to buy it, you can combine it with a professional version of LinkedIn and do the two for about 50 quid a month or something like that. It's definitely worth it mainly because you can create less than you can search and do stuff that you just can't do in the normal LinkedIn.

And you absolutely do want to do that, strategically now, of course, it's exactly why we're doing this because I've got a landing page up. We know the people who we're targeting, we've got the content, right? We've connected the social platforms. We're now looking for people that we can engage with to push them through to that landing page in order to generate leads and sales for the business. So this is a really important part of it. So you can come into here start clicking in here and just go into this geography. For example, that's going to open up a new tab and this is going to be a search. And at the end of that, we'll save this search and we can start to say, well, who are we looking for? So locations, I'm gonna go United Kingdom, United States, and United Arab Emirates maybe, and Europe.You just do what you what is relevant to you there? I'm not worried about what industry they're in at this point. Yeah, actually maybe I am going to go for law firms, law practice and accountancy dominantly.

Now you can, of course lead this. You can talk to everybody, but when it comes to lead generation, the more specific you are, the better it is. And the reason I'm targeting these two is because we've made the decision on this particular project that, that value proposition is going to be built around these law firms and these accounting firms that typically have multi-sites typically our partners distributed all over the place and that's the kind of technologies that they're going to need. So these are the people that we specifically want to deal with, and you can see up here already, you know, the 6 million results, but we're going to keep filtering that down. And the next filter that I really liked to use is job title, because it's very specific. So I'm looking for CTOs and I would say as simple as that, but that also includes technology offices, IT directors, that kind of thing, director of information, technology head of information in technology, you get the idea. Function, you can do a search by that but I don't tend to bother because if you're doing a search for the title, you've hit the nail on the head. If you don't go for the title, you could go for the senior to them and they'd give you a slightly different mix. I'm not worried about company, but I am worried about the company headcount. So I'm looking for companies that are 50 or more employees up to. Yeah, probably a thousand at this point is fine. And type of companies, well, ideally privately how public companies maybe and get an idea that let's just put company, public companies in there as well. And that's fine. 

So now what I've got, I've gone from 6 million to 141, which is great because actually now you want to pitch yourself in a room with 141 prospects. These are exactly the people we want to deal with. So I'm just going to save that search. I'm going to call that average per search limit. Don't worry, I'll come back and delete a search and update a search later on, but you get the idea. You certainly won't have that problem at this point. And then you can start to see the, exactly the sorts of people that you want to connect with. Now, the next thing you want to do is come over here and look at these people that have posted on LinkedIn in the last 30 days.

So now what we've got is an active list of prospects. Now you can, and you should, of course start to engage with these people in lots of different ways. And that isn't necessarily just sending them a connection request. You can look at their profile, you can look at their posts, you can start engaging with them, that kind of stuff. But you can, if you want to send a connection request, now that kind of moves us onto the next point. So I'm going to skip the paid ads for a minute and come back to that because what a lot of people tend to do here is automate it. And you can automate it, there are plugins that you can use. I'm not a massive fan mainly because you know, people buy from people at the end of the day and, you know, relationships, I think are worth more than that, but you can kind of have a bit of a blend.

So if you use something like duck soup, I don't by the way. But if you do that will allow you to connect your sales navigator account with duck soup, create a generic outreach message. Like, you know, I help law firms do X, Y, Z, or we help so-and-so do whatever. And, and then start to automate those connection requests so that you don't have to, and that's just going to start pinging out those messages. Now it will, if you want to also automate a response. So as soon as they connect, you could say, okay, great. I want to send a response. I really don't recommend you do that mainly because any sort of automation is against the rules as far as LinkedIn is concerned anyway, so you shouldn't be doing it. And if you try and start spamming people like that, red flags will come up on your account and you could potentially get banned.

So, you know, I definitely, definitely don't recommend automating your reply messages, but theoretically, if you want to, and I do, I just don't use duck soup to do it. I automate the outreach campaign. So, which is why I've got a lot of less than I've I've reached my limit. So I looked very carefully at the type of people that I want to connect with, I craft what is a very genuine outreach message. I'd automate that outreach to that. I don't have to do it. I think you can get away with something like 50 connection requests a day, and you could do that all day every day. So you know, that obviously adds up and at the moment I think I get around 52% connection. So there's about 300 new connections a week. But when they connect with me, I then respond manually.

I don't just give them an automated message cause there's literally nothing worse. So once you come into sales navigator and you've got your list, and as I say, once you've got that list, you can save it. You can create different lists. You could, if you wanted to come over to duck soup, there are some other products on the market. As I say, if you read the terms and conditions, LinkedIn are gonna say, this is a big no-no anyway, but there's lots of companies quite openly saying, look, this is what we do. And as I say, I think if you've got a blend there of doing ethically and honestly, and even letting people know that maybe some of this is automated as I do, I don't think can have a major problem with it. Just be careful that you don't go spamming everybody.

So that's your, your, your natural outreaches. You say your organic stuff. We're now going to have a look at the paid side of LinkedIn and that sits somewhere else. So on your profile, you've got this little tab up here and then in here you've got advertise. And when you click that button, you get taken through to a page here. Now I've already got a few accounts listed here, but the reason I've done that is because I'm going to create a new account for 186Kloud. And at this point it's quite likely you're going to need to have a LinkedIn company page. If you don't have one already, so I need to go and find that page quickly, excuse me, while I do that. No, there it is, I've done it already. I'm not just going to copy that URL over into here.

Oh, that's goodness found it and just create an account. Now you don't have to, at this point, pay anything to LinkedIn to create an account. You can effectively create a campaign without paying them a penny. And quite often a bit like Google. If you start to create a campaign, you leave it, you know, maybe a week later you might get an offer for $50 or something to get you started. And the whole point behind this is that once you've done that, your you can really then start to leverage the platform. And I'm going to show you how you do that. So create campaign group, we're going to just call that one eight, six cloud. If not, it'll just use your default group, but that's fine. That's fine. And save all day. Okay. Today, that's fine. We're then going to create a campaign within that group and get things going. So this going to look a little bit like sales navigator, but with even more granularity. So I'll take you through the process. So initially it's going to start to ask you what kind of campaign you want to do. And this is very similar to what you'd be doing. If you're in Google or Facebook and say, would you just want a brand awareness campaign? Do you want consideration campaign? That kind of thing. I'm going to just show you one because ultimately I would be all day otherwise. But one good example is, let's have a look engagement conversions. I'm going to pick website visits now, although fundamentally you might think they're all the same as you go back and just tell you what's going on there. I can't go back now I've done that. I gotta change. Yeah. 

The reason that they asked you for this at the top is it there's an algorithm within LinkedIn that says, well, these people are more likely maybe to click it, but not do anything with it. These people are maybe more likely to take action. These people are more likely to watch a video, that kind of stuff. And they've correlated that with these main terms here. So the more you want out of it, the higher it's going to be. So if you go for a lead generation campaign, that's actually going to use a form inside LinkedIn. So when someone clicks it, that details have already pre-populated, but you could end up paying a lot more money for it. At this stage we're visits is quite a good one. And particularly if you've done it strategically, because we can know we're going to want to target. We know the landing page is going to be good, so that's good enough to get us going. And then it's going to start say, well, okay, who do you want to target.

Now in the same way that we can say we want to have you know, we want to look at specific companies certain categories, fortune 500 companies, whatever it might be you can really spend, and you should spend a lot of time in here because you'll realise that they really, really gets granular. So you can go from jobs, experience or skills they have or skills they don't have certain job titles, all that kind of stuff. I'm not going to spend an hour doing this now, but now you're inside the platform. As a say, you should, you should be able to just come in and spend a bit of time in here.

So once you've done that, once you've got this targeting, right, and let's say, that's just another step from the sales navigator, you can really get a detailed in there. You can then start to come and create whatever ads you want. So single image ad could just come up in the newsfeed video ad is exactly what it says. A message ad will send a message from your LinkedIn account directly into their LinkedIn account. And that's a much better way of directly communicating with someone rather than trying to automate that outreach and much better off paying for it. You can get those clicks for about 20 cents something silly. So it's not a lot of money and you can really reach a lot of people by that. And to say, I use that to do outreach and it works. But you get an idea why you can come in here and create the ad.

And then you kind of go through this process and set your budget and all the rest of it. And when you click that button it will be drafted. Linkedin, we'll check it out. And if it complies, it'll activate. So if you haven't done already, LinkedIn PPC is definitely worth a try. This conversion tracking down the bottom is definitely worth doing, but we can't do that yet because that means setting up a tracking code on your website, which we're not going to cover at this point. We're going to do that later. I just wanted to give you an insight into all of the things that LinkedIn can do outside of just a bog standard profile. I've come across a lot of people that just don't really get it. And of course it really is a powerful tool. And finally, I'm going to share with you what I think is the best plugin to come out for, for LinkedIn in a long, long time.

And that's this plugin here and it's cool. Crystal knows there's a link in your Asana space to it. It'll take you to a website and the website again, will give you a free 30 days or free certain amount of profile visits, that kind of thing. But what it does is it tells you the personality type of the person that you're looking at. So once you've done your research and you know, you want to talk to, and you've got that list and you want to do their outreach. Of course, at some point, you're going to want to have a call with them to either set up a meeting or do a demo or whatever. This is going to tell you based on their LinkedIn profile and some really clever AI, what kind of person they are and how to actually talk to them. So it's going to show you that, yeah, this person likes quick decisions, or this person doesn't like quick decisions. This person's a little bit jovial and they might like a bit of a joke, all that kind of stuff. And when it comes to sales, this is gold dust.

So this plugin, as I say, there's a link to this in your Asana workspace, going to crystal clear and click the link, set it up. It takes about 10 minutes. It then sits as a group, as a Chrome plugin as does duck soup. And then it's just going to give you that extra bit of detail that LinkedIn does. And then at some point LinkedIn make a play and just by that, cause it's a really great bit of kit. You'll see. There's lots and lots of companies already using that. And it is great. So that's it, as far as LinkedIn is concerned, that is the end of week two. I will see you in week three.