Power of LinkedIn

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Summary

One of the most powerful platforms currently in business is LinkedIn. It allows you to get a tremendous amount of meetings and clients at a very minimal cost.

Transcript

Hey, Anton Anderson here. So, I wanted to talk a little bit about the power of LinkedIn today. Big picture, you've probably seen in some of our advertisements or certainly through our webinar, we talk about having a big marketing budget really is not important in this day and age. Maybe like 10 years ago when we relied on things like direct mail or cold dinner seminars, educational events, out radio, buying cold leads, those things were all very expensive. But because of the Internet, we really don't have to rely on those things anymore, and we can roll up the sleeves and attract a tremendous amount of opportunity and meetings and clients for very little money, if anything, literally at all. So, probably the most effective tool in this day and age is LinkedIn, especially if you are focused on working with business owners. So, I want to walk through some strategies that you should be aware of if you've ever explored LinkedIn or it's something that you've thought about, and really give you some details on what this flowchart looks like.

 

The first thing that you really need to do, even before I get to the flow chart is, I think you need to research and make sure that you have a niche. So, what we want to do is not use a tool like LinkedIn to blast 500,000 people with. What we want to do is have a really good understanding of what our niche is, because we're going to use tools to approach it more like a rifle rather than a shotgun and identify people within that niche. So once we've decided what our niche looks like, there are software programs that will go into LinkedIn and identify exactly how many people within that niche exists within this community. And then the first thing we want to do here is send connections, send a connection within LinkedIn. After we send the connection, we are going to get a certain percent that are obviously going to accept our position or our connection. From those that accept our connection, the next step is to send a personalized email. Apologize for having my back to you here but I want to kind of walk you through this.

 

And it's not sending them a message through the LinkedIn platform. We actually can download, from the people that accept it, their email addresses, and then we're going to send them a personalized email. There's actually software that will do this for you too that we can touch on in a second. I will also... Give me a second, I want to show you an example of a personalized email, so that's just a little jog to my memory there. But before I do that, let me just finish walking through the flowchart here. So, we choose our niche, we send a connection and we look at how many accepted our connection. We then send them a personalized email. In the personalized email, the goal is to get them to agree to a 15 to 20-minute initial meeting. And because this is LinkedIn, the initial meeting that we would suggest doing is virtual, 15 to 20-minute meeting. And then out of those meetings, obviously, a certain percent are going to become a client. Okay?

 

So let's walk through some actual numbers here. I'm going to use a different color just to kind of help you follow what this looks like. But if we send 200 connection requests, we would expect about a 30% acceptance rate. So out of 200, we're going to expect 60 to accept our connection request. We are then going to send all 60 a personalized email. Out of those personalized emails that we send, we are going to expect six. Put a big six right in the middle. We are going to expect six. So roughly, 10% to agree to a 15 to 20-minute phone meeting or a virtual meeting, webinar. Out of those six, typically, what we're seeing with the advisors we work with is they will close one. Okay? So that's what the numbers would look like. Now, let me give you a couple tips here.

 

The first thing is, once you identify your niche, I mentioned this just briefly, but there is software actually that can send out those 200 requests for you. You get those 60 responses back. There is also software that can send out these 60 emails for you. Out of those 60 emails, you are going to perform six meetings. And at the end of the day, get one client. So, you can use this software. It literally is 50 to $60 a month. Or you can do it yourself and that wouldn't take more than an hour or two a week to run that funnel. If you did that once a week for a two-month period, you're expecting over two months to get eight clients, one new client a week, for either free or 50 or $60 a week. What is the ROI on that activity? Then compare that to doing radio, dinner seminars, direct mail, forget about it. Incredible ROI.

 

And I will tell you that social media, the Internet, is obviously only becoming more effective and more powerful. So, if you aren't using these tools already, I would certainly suggest you begin. I mentioned earlier, I'll give you an example of a personalized email. This really is the formula. There is a key to how we want to structure this personalized email. As it says personalized, it needs to start off with referring to the individual. Let's assume the name is Jane. So, that's key. We're not just blasting out anything that has no relevance to this individual. Start off with their name. Then we're going to go into something that touches on a little bit of an indication that we researched them. "Jane, I came across your profile." And then you are going to get into what we describe as the money-making formula.

 

I blank by blank. And this is where we describe, in essence, who we are and what our value proposition is. So you're going to fill in the blank. This is the niche. For example, I help niche by value proposition. If your niche up here is dentists, I help dentists by, what do you do for the dentists? What is the massive value that you bring to them? And I'm going to give you an example of, if you were working with an accountant, how I would structure that sentence in a second. I help blank by blank. The next thing you're going to touch on is the research that you've done. "So, after researching your profile, it looks like my value proposition, or it looks like my focus directly correlates to your business."

 

And then finally the last sentence, and this is all very short, very concise. The last sentence is setting that 15 to 20-minute meeting. Okay? So, I would conclude by something along the lines of, "Would you like to get together for a quick 15 to 20-minute meeting so I can describe how I've helped other clients in your situation?" And then in terms of this value proposition that I referenced, I actually wrote one down because I wanted to read it to you. So again, let's assume it's a financial advisor and their niche is working with accountants or CPAs. I would say something like this. "I help accountants dramatically increase revenue per client with advanced tax planning strategies that are not available to most accountants." Okay? Does that make sense? "I help accountants by dramatically increasing their revenue using advanced tax planning strategies that are not available to most accountants." So that's an example of the value proposition.

 

Big-picture funnel numbers of a LinkedIn campaign, and again, you can see with a relatively small amount of upfront activity in either zero or very minimal expense, less than a hundred dollars a month, how you can create a tremendous amount of activity in terms of meetings as well as new clients.

 

Hope you found this information helpful. We dive into way more detail in our training material on this, but I thought it would be helpful to give a big-picture overview today. If you want to dive into any of our online marketing strategies or anything about the team-based model, we would love to connect with you for a 45-minute strategy session. And you can schedule that now by clicking the link below. Thanks so much.

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