April 10, 2020
LinkedIn Marketing 2019 | How to Generate Leads on LinkedIn

LinkedIn Marketing 2019 | How to Generate Leads on LinkedIn


(people applauding) – Thank you. When I started in digital
marketing I was a salesperson and I asked my boss I said, what’s the best kind of
leads as a digital marketer? And he said, plastic surgeons. They’ve got loads of money. They always need marketing,
they need new clients. So I thought, okay, well I’m going to go out
and target this audience. So I did. I made a list of all the
plastic surgeons in Melbourne. And I went and knocked on all their doors and I couldn’t get past
the practice manager. So I tried cold calling them, couldn’t get past the
practice manager again. So I thought I’d use LinkedIn
to reach out to them. And what happened is
over the course of a week I contacted 10 surgeons. I had six responses, four
meetings and I made one sale. But the interesting thing was, the sale that I made was, I think the website was
$23,000 at the time, which was you know a big sale for the firm that I was working in. So the next week I contacted 20 surgeons and I amplified it until I was
delegating to an assistant. We actually grew that business
from eight people to 120 within the course of 18 months. And so when something’s
working extremely well, doesn’t take long for
other people to ask you to show them how to do it as well. I was a member of a networking
group on Chapel Street and met some of the members said to me, you know we would like to pay you for you to teach us how
you get leads on LinkedIn. And so I thought okay, maybe this is an opportunity here and that’s when I decided to
start Bibby Consulting Group. We run training programs for the Australian Digital
Marketing Institute. So once a month, I’d go around
to every city in Australia and run a three hour fundamentals course on how to use LinkedIn. And I thought I was
pretty good at LinkedIn but when I actually started
training people on how to use it is when I actually started
to really, you know, deepen my knowledge on the platform. You probably heard that
Microsoft bought LinkedIn a year or two ago for 26 billion. In the last year, how much
do you think engagement has gone up on LinkedIn? Who thinks 100%? Engagement means how much
time people are spending, how much time the members
are spending on there. Who thinks 100%? Who thinks 200%? Who thinks 300%? A lot of you not sure. It’s 300%. So people are spending
three times as much time on LinkedIn, and that’s because LinkedIn’s
made the algorithm smarter so it’s delivering more
relevant content to its users so they want to spend more time on there. And they’ve introduced video which has been quite powerful. They’re about to use,
introduce LinkedIn live video. And what’s cool about LinkedIn as well is because it’s a little bit behind
all of the other platforms like Facebook and Instagram, it’s quite easy for us to
predict when live video comes out that it’s going to do really well because it did well on Facebook. I went skydiving a couple of years ago. Has anyone else been skydiving? It’s the scariest thing I’ve
ever done, you know, by far. I was at a Tony Robbins
event in Date With Destiny and Tony Robbins said, the
only thing that trumps fear is massive action, but he just
looked directly at me when he said it and I decided to book
in a skydive for the next morning and I was the only
one on the plane, it was 7AM and I was terrified but
I made it through safely. Landed on the beach and I
truly felt at that moment that anything was possible when
I landed on that beach. It’s incredible feeling. The reason I’m sharing this
with you is because that guy on the back there is a reason
that I made it and why I survived, is because he
knew exactly where we were going to land. I didn’t
know any of that stuff. I was just you know petrified and I think what’s happening
with social media is a lot of us are getting into it without a plan. We don’t know where we’re going, we don’t know what time we’re
going to open the chute. We don’t know where our customers are, we haven’t done any of
the research to actually figure out what we’re actually doing here. What we’re trying to achieve. ‘Cause how many people are
posting on social media but you’re doing it
when you think about it. You know, or the day you think about it. If you don’t know exactly
who your target audience is, where they’re spending their time, and your unique value
proposition, then that’s what you need to do before
you do anything else. When I started in LinkedIn
marketing seven years ago, I was generating personally
100 leads per month for my business and if you look
at my LinkedIn profile, there was no posts, there was
no content, you wouldn’t see anything public that was going
on, to achieve that result. So I think that a lot of people
think, assume that the way that you get leads through
LinkedIn is just by posting content and they expect
that to bring in business. I was doing lead
generation on LinkedIn for three years without posting
anything, so it was all happening behind the scenes
with direct messaging. Social media creates conversations, conversations create relationships and relationships create sales. We’ve been very successful,
if you look at the vanity metrics I guess, in terms
of the number of followers, of views, the likes and all
the comments and all that sort of stuff and it’s amplified
the results that we get from direct response
lead generation, however, I think there’s a lot of people
that are doing those vanity metrics getting it right but are not doing the return on investment bit. The first thing that you
need to do with anything on LinkedIn is you need to
optimize your profile. That’s the most important
thing because whatever you do whether it’s advertising,
posting content or contacting people with direct messages,
they’re always going to look at your profile,
it’s part of the process. I think that the lead generation
side of things are most similar industry to what we
offer is not social media, I think it’s telemarketing,
I think it’s lead generation systems have been
disrupted because you can’t call people up anymore and
expect to get a result. Cold calling is effective
one percent of the time now and so when you
contact someone on social media it’s very different to a cold
call because when you do a cold call you have to tell
people who you are and why you contacted them straightaway,
first thing we have to do. But on LinkedIn you don’t need
to do either of those things because they can click on
your name, read your profile. So it’s important that when
they get to your profile that it is in customer centric
language, that it identifies the problem of your target
audience, so they can relate to it and then it goes through
your value proposition. What do most people have on their profile? – Sorry. – CV – CV, correct yeah. Most people have their resume. If anyone can tell me a
more boring piece of content that you could provide
a potential customer let me know now because
I’ve never bought anything from looking at someone’s CV, ever. It doesn’t matter what industry you’re in, if you’re using it to get
clients and it looks like a CV, you need to update it, basically it’s your professional website,
it’s like your personal brand website and so it
needs to be written in customer centric language
and profile optimization also means ranking at the
top of the search results. So people will use LinkedIn
as the search engine. Why would they use LinkedIn? Well people want to see who’s
in their network already. They might offer something,
so if I’m looking for an accountant, for example
I’ve started a business and I might pop on LinkedIn
and look for accountant. And then I’ll see, first of
all the people I’m already connected to, then I’ll see the people that are in my second degree network. Which are people who have
connections in common with me. So if you’re connected with somebody, if you’re an accountant and
you’re connected with somebody who’s doing that search
and you’re not showing up at the top, it’s a huge
missed opportunity. Having accountant in your
headline is going to be beneficial if that’s the
keyword you want to target. Same with if you’re a financial advisor or whatever it may be. But what do most people
have in their headline? They have Director or CEO or
Business Development Manager or whatever their job title is, which no one’s necessarily
going to be searching for. So there’s nothing wrong with having that but also have keywords in there as well. The top three places that
you want to have keywords on your profile is in your Headline, in the title of your
Experience, so your job title in your experience which is
further down the profile. And you want to have keywords
in your Summary as well which is the top chunk of
text. Your summary is really, if anyone’s going to read
anything on your profile, they’re going to read your Summary. That’s basically the top
bit and a lot of people actually don’t even bother
writing a summary at all. So that’s the bit which I would
suggest getting copywritten written properly to communicate
with your customers. Now the third component
which is pretty logical is to make sure that your profile converts visitors to opportunities right. If some of you guys are in
web design or user experience, you’ll know that websites
have a conversion hierarchy and all that sort of stuff. We use the same methodology on LinkedIn. So we have a primary conversion objective, a secondary conversion objective and we tell people what to do next. So if we want people to connect with us, we want them to go to our website, we just tell them, it doesn’t have
to be a strong call-to-action but we make it easy for them
to get to the next step, Therefore conversion
rates are a lot higher. I think most people, when
they don’t understand something they just stick
their head in the sand. I did this talk as 150
business people who worked for Westpac so they’re
in their Youth Network, 150 of them, they’re
all under the age of 30. And I said, “put up your
hand if you’ve got a recommendation on your LinkedIn profile.” Only three of them put their hand up. And I said, “keep your hand
up if you’ve got more than one recommendation” and there
was only one person. So that’s how easy it is to stand out, these guys are all tech savvy. They’re under the age of
30, they probably never licked a postage stamp,
right, so yeah it doesn’t take much, if you’ve got
more than one recommendation, you’re in the top, I expect 5% at least. And if you have videos
on your profile, I mean no one bothers to do
video, videos by the way, get more engagement on LinkedIn
than any other kind of post and only 1% of the whole
network are using them. Only 1%, it’s a huge
opportunity to get attention and the algorithm with the way it’s working at the moment, it’s a bit like Facebook four years ago. Is they are amplifying good
organic content on LinkedIn. So like in Facebook when you
used to be able to grow your followers and you used
to be get a little bit of engagement then all of
a sudden you went viral, you can do that on LinkedIn at the moment. It won’t last because what will
happen is when they get the engagement high enough,
they’ll amplify the paid stuff and they’ll reduce
the organic stuff. Then it doesn’t matter if you’ve got
30,000 followers on LinkedIn because you won’t be able to
reach them unless you pay to. Put your hand up if you’re posting content on LinkedIn regularly. Keep your hand up if you’re doing videos. A few of you, awesome. I’ve been at the airport,
I was buying a coffee and someone came up to me and they said, “Hey Nathanial, I’ve
watched your videoos it’s so awesome that you here,
let me buy you a coffee.” I said “no, don’t worry about it.” And he goes, “no, I insist,
I’ll buy your coffee” and I’m like “okay okay, no worries.” And he bought me a coffee
and I was sitting there afterwards, I was thinking
“shit, no one ever bought me a coffee because of the
blog post they read.” (people laughing) Video, it just creates such a
deeper connection with people. Has anyone heard of Kerwin Rae by the way? A few of you, I went to see Kerwin Rae
last week and I managed to have an interview with
him and stuff like that and he was talking about this
thing called the mere-exposure effect, and basically what that means is if people are more
familiar with a business or more familiar with an individual, they’re more likely to
do business with them. 20 years ago we would need
four or five exposures before somebody was
familiar enough with you to trust you and want to
do business with you. These days it’s 18 to 20 exposures. One way of looking at
social media marketing is, how do I get 18 to 20 exposures with people in my target audience
so they’re at a stage where they’re familiar enough with
me to want to do business and then you could give
them a call to action. Yes. – When you’re writing an article, do you– – Yeah I understand saying, yes so the question was, you don’t know how many
people have actually scrolled past your article and how
many people have actually, so the way that LinkedIn
algorithm works is at a very basic level. I mean, we don’t really know
but this is the way I think it works is there’s three steps
that really LinkedIn will go through before they decide
where your content sits on the platform basically, there’s
an automated tool that will scan your content to see if it
is likely to be spam or not. There’s a few different things like, as long as you’re not doing
spam you should be fine. But it’ll be looking for
things like outbound links and all that sort of stuff and
so, that happens, and then it might show it to say, 10
percent of your network. And if after showing it, let’s
say you’ve got 100 people who you’re connected to,
if it shows it to 10 people and two or three people
comment on it or like it, it’ll show it to 50 people
and then if that continues, it will show it’s your whole
network and then if if that continues, let’s say the
engagement ends up being like 30, 40 percent of
all the people that it gets served to, actually engage with it then you’ve got a piece of
content that might go viral. At the moment, you can do that. So one of the most
important things when you’re posting content is that
you get engagement fast. It’s not actually about
getting people to content over time, it’s about getting
people to content as soon as you release it, so the first
hour is the most important. How many people drive traffic to their posts in the first hour? Not many. Question. – Does being a LinkedIn premium,
get you better exposure? – The question was, does being a LinkedIn premium member get you better exposure? No, so the way that
LinkedIn premium works is, it gives you some more
targeting capabilities so you can find more
people, you can actually view more profiles on a daily basis, so if you’re getting
capped out because you’re doing way too much on
LinkedIn, it’s worth upgrading. One the search features which we normally encourage clients to
upgrade for is company size so you can target people by
the size of their business, but other than that, you
don’t need Premium to generate a ton of leads on LinkedIn. In fact I’d probably encourage
you not to at the start because if you can, you
want to be investing in something like that once you’ve proven that you can get a return on investment. People think “oh I’m going
to buy the most expensive LinkedIn advertising service”
or whatever and all these people are going to come out
of the computer and throw their credit cards at them, it’s just
not going to work like that. Their biggest selling
point was Inmails, right. Inmail is where you pay to
message somebody that you don’t know, I bought the Recruiter
license which gives you 15,000 or so emails because I thought
that’s the answer right. Let’s send them to everyone I don’t know. I found that conversion rate
was like one or two percent which is pretty crap, almost
as bad as email marketing. When I connect with somebody,
which is free and then send them a message, the conversion
rate on average was 15%. And so at the end of the
year, I still had 3000 Inmail credits left and I
said, I don’t want them. I don’t want to renew, because
the conversion rate’s crap because you think about
it, it comes through as a sponsored message, people
can see it’s paid for and you generally do explain
who you are and why you contacted them so you just
look like a salesperson. That’s the biggest thing with
lead generation on LinkedIn is you don’t want to come
across as a salesperson, that’s not what you want to do. You can only tell people
what they already know or what they already
know they want to know. Soon as you start telling
somebody something that they haven’t asked
for, you’re going to come across as a salesperson and it won’t work. Okay, so if any of you
are thinking LinkedIn lead generation is a waste of time
because I’ve seen my inbox, seen those messages, I would
never respond to any of them. I agree with you, I would
never respond to them either. That’s why we do it differently, It’s really important that you don’t start selling to somebody
until you recognize that they’ve got the
problem that you solve. For my business, for example,
if I find a company which I know for a fact that I
can generate leads for, better than any other platform. Better than any other agency
and I could grow their business real fast, for me to contact
them and say, “hey I’ve had a look at your website, you
should talk to me because I can grow your business really,
really fast, here’s my testimonials, I’ve won all
these awards, blah blah 400 million”… it’s just
stupid because I don’t know if they’ve got the problem or
recognize the problem yet, So what I would say is, “Hey,
I had a look at your website. I’m interested in finding
out more about your business objectives, what your growth
plans are, what you’re doing with your marketing,
can we have a chat.” So I want to find out
information from them, so I’m showing interest in them. It’s not about me, it’s
about the other person and I want to find out if they have
the problem that I solve. That’s the key, that’s the key to lead generation on LinkedIn. Yeah, so the question was,
“is it better to have well produced videos or just
handheld ones off the cuff?” It’s way more important, the
value that you’re providing. I think with off the cuff ones,
there will be a lot more of them that don’t provide any
value, like any of those posts that start with “Happy
Monday” or “Hello everyone” When people are watching your
videos, they are watching them on their own, generally, it’s
not really like a big group of people getting together,
so if they’re on their own, you want to talk to them
like they’re one person, not like “Hello everyone, happy Monday, here I am on, I’m on one video, Yay.” There’s no value there,
it’s not about anything. So you’ve got to explain
what the video is about, what they can expect from
you, then deliver some value. It doesn’t really matter
that much but I guess my answer would be, it
depends on your market. If you’re dealing with
corporates and they value professional standards then
it’s worthwhile investing. Some companies find that when they upgrade to good production that the results aren’t as good because it seems less authentic. If you can upgrade without
losing the authenticity, you do have more chance of
driving emotion because you’ve got things like music and
cuts and all sort os stuff. I personally use, most
of my production for video marketing is professional. I find that I work better
with an audience or with people when I’m video
recording so it’s just my personal preference but
just try to see what works for you mate and when
LinkedIn live comes out, it will smash any other kind
of content on the algorithm because it’s present and
less people will be using it. And on Facebook, it got
a lot more traction, on YouTube it did as
well, and Instagram so it’s bound to happen on LinkedIn. I think that they’ll be favoring
live video in a big way. – What’s the best way
to post, do we post to our profile or post
onto a companies page– – The question was, if it’s
best to post product videos through your company page
or your personal profile? Your personal profile at the moment gets a lot more engagement, a lot more traction. The only reason you would
use a company page in my professional opinion
is if you want to sponsor the content because at the moment, you can’t do it through personal
profile, which is crazy. That’ll change eventually, but yeah. So if you want to run
ads and you want to show it to hundreds of thousands of people then obviously you need to post
it through a company page and then share it through
your personal profile. Yeah, so going back to what I was saying before about getting engagement upfront, there’s a couple of ways you can do that. Like there’s a couple of just little tips or hacks or whatever. Oh yeah, that’s a good
one. Good one for the video to have in the background,
so a couple of tips use hashtags right, there’s still
not, they’re still catching on on LinkedIn but essentially
if you use a hashtag like #IT #Marketing or #Blockchain,
people will be looking at that content so you’ll
get people viewing it from those hashtags and also tag
individuals in your post. It’s a great, it’s a very quick way to get people to look at your content real quick. So if there’s anyone that’s relevant, if you’re posting, “hey
I went to this awesome LinkedIn talk this morning
at Morning Startup, hint hint and you tag me in it,
there’s a good chance that I’ll like or comment on it
in the first hour right. So that’s a quick way to get engagement. All we need to do is have
five or six of those and all of a sudden you’ve
got enough engagement for the algorithm to amplify your posts. So yes. And then also you could send it out to your database. I mean, I’d very rarely
have time to organize that when I post something
but yeah, if you did that obviously it’s really relevant
traffic and you will get a lot of engagement and your
post will do really well. If it’s a valuable, professional. – Where do I find what topics are the most popular thing to date? – They release information
like this from time to time. LinkedIn have all the stats
in terms of the topics that people are most
interested on LinkedIn. Number one by far is leadership. People are interested
in leadership content. I’ve got it listed
somewhere in these slides actually what the top 10 are
which we’ll try and dig up. You got to think about
business related stuff and at the moment because hashtags
are still relatively new, you need to use very broad hashtags. The only time that I would
use specific hashtags is if you want to create
a library of content. One of the most difficult things
that content creators find is coming up with new ideas
to post content all the time. Can you imagine trying to
post content every day and you just got to think
about a new idea every day. I wouldn’t be able to do that. It’d be very difficult, so
what I would suggest doing is you come up with what I call content pillars I guess. I have two of them which I use. I’ve got an interview series
called #LinkedInHeroes where I interview entrepreneurs
that are making an impact. I release a video every
week and so every week there’s a video release
of me interviewing an entrepreneur and that’s
one bit of content that I don’t have to think
about, it’s done, and then I’ve got another hashtag
which I use called #AskNat And basically it’s people
in my network that ask me questions about marketing
and so what better way to find out what people want to know, what content people want
than to ask a community. They use the hashtag (#AskNat)
I’ll make a video about it. I don’t have to think about it. Now if somebody clicks on the #AskNat they’ll see all of the videos
that I’ve done about that. That’s the only way, at
the moment for you to access a library of historical content on LinkedIn and then like
I repurpose my stuff on YouTube because it’s up
there forever and a day. But on LinkedIn at the moment like if you post something and
you don’t use hashtags or anything like that,
after a couple weeks kind of just disappears into
the newsfeed and if somebody doesn’t look
at it for a few months it may even just disappear
completely off LinkedIn. The way that LinkedIn’s working at the moment is most of those posts,
even the articles and videos, they’re not showing up in Google. Yeah. – Why not? – Google’s obviously not
crawling the content as much. So yeah, we’ve talked
a lot about engagement, getting likes and that’s
not where the value is, the value is in the leads that
it generates and you don’t get leads from likes and
comments infact people that generally enquire don’t
like or comment on anything. And they’ll send you a private
message and they’ll say, “look, I’ve be watching all your videos.” You go, “what?” “I would like you to come
in and train our team.” And you call them up and
it’s just bang, bang, bang, no negotiations, premium price. They’re ready to do business
and that’s where the value is. I’ve had videos which I’ve put up, that haven’t got that
much engagement at all but I got like 10 enquiries in my inbox. You can so easily go off
track with that stuff. I can tell you right
now a few stories that will go viral, but it’s
not going to help your business because they’re not relevant. If youu can keep your
content broad or higher level it will do better, anything
that people relate to is going to give you that exposure, it doesn’t necessarily
have to be content that’s about your products or about your service. It can be anything that related, you could post something about
relationships and people go “Oh yeah, I agree with
that,” that’s an exposure. They’re building a relationship with you. – Is there videos in
groups as apposed to just posting in your profile,
what’s the experience there? – Yeah, so in the last couple of years, groups have pretty much
become a waste of time. They’re not getting much
traction at all which is a shame but yeah, I mean they
do, it helps a little bit but when I was writing articles
before video came out, I’d share them in 50 groups and
bang, we had heaps of traffic. Now it’s not working like
that at the moment but what I found with things that
aren’t working is LinkedIn will find a way to get them back on track. – Sure, just so I can understand
the question correctly when you post the content,
the written form content, is it done through a
personal profile or company? – A company profile. – Okay, yeah, Interesting. And you sponsoring that post or? – Sometimes. – Yeah, okay, yeah interesting. So yeah, the statistics are
and the research shows that through a personal profile
will generally perform better. I guess there’s a few
variables that might affect it like the number of followers you have. If it’s more on a company page
than you’re more likely to get exposure, I guess if
the team are all engaging on the content then it
might get more exposure but generally speaking the personal profiles typically do better. Maybe that’s because
people generally have more followers on their personal
profile, I don’t know. but those are the
statistics across the board. Whether it’s long form
articles or short form updates. I guess the other thing
to also bear in mind is if you have a link in your post
to a website off LinkedIn, LinkedIn will typically not show it to as many people because they don’t want people leaving their site through
a personal profile. That may not apply with a
company profile because obviously if you’re sponsoring a post
and they want to show it to as many people as they can, so
that might be another variable. If the contents off of
LinkedIn, I guess with any social media site or
any way to Google or YouTube or whatever you do online,
the owners of these platforms, they want to give the
users a good experience. And so when they decide
what content they going to show at the top, they’re
thinking about what’s going to be most valuable to the user, so when I started in digital
marketing 15 years ago, I could get a website to the top of
Google and get loads of leads. I was working in the real estate industry and I got recruited by
a big firm in Hong Kong. It was 150 agents and I was pretty much, while it was moving over to Hong Kong. Google updates it’s algorithm,
bang page 100 right. And so I learned very quickly
that you can only get away with certain hacks and things
like that for a short time. So like all I got, Instagram
influences is a great example, they’ve got like 300, 000
followers, they’re buying likes for 10 cents or
whatever it is they’re lucky. Yes, they’re actually growing
the business at the moment, it’s still working but that
will only last for so long because it’s only going
to take a little bit of time before Instagram
work out how to give the user a good experience and
bang, those guys all lost their they’re all out of business. Same thing will happen on LinkedIn. So I guess, I would always
encourage just starting with your customer really, if you
don’t know who your audience is you’re just trying to shoot blind, so find out who your customer is. If you’ve got 20 customers,
call them all up and say, “Hey, how can I add more
value to your business?” Call them, don’t email them. Call them up and ask them
what would be valuable. Then you can find out what content to start pushing out for them right. That’s the most important thing by far before you do anything else, and then you can use all these tips and
hacks and stuff like that. But at the end of the day,
none of it will work unless you’re providing value, so
that’s most important part. Most important thing that I
found is making sure you provide value and it’s not not easy
but the customers know the answer because what you think
is valuable is typically not the same as what the
customer thinks is valuable. Yes. – Should you use a call
to action in your video? – Should you include a call
to action in your video? Look, if you’ve provided value, first by all means
include a call to action. Yeah, it depends on
your objective but yeah, if you want to, if you’ve
got a reason to put a call to action in there, absolutely. There’s some people that do
it in every single video, if they’re providing
value, I think that’s cool. I’ve found that sometimes I get more leads when there’s no call to action, so it just depends on what
works for your business. I know we’re out of
time guys so, thank you. (crowd applaud)

22 thoughts on “LinkedIn Marketing 2019 | How to Generate Leads on LinkedIn

  1. Thanks for sharing Nath, coming up with valuable content every day indeed isn't easy. That is why we offer #brand building publishing on daily basis. ๐Ÿ™‚

  2. Thank you for posting this video. I received more value from your 26 minute video than I have from watching 5 marketers' webinars lasting 90 minutes or more. I have not used LinkedIn for anything other than posting a resume and trying to find work..i am now trying to start my own digital/ social media marketing consulting agency and your video showed me exactly how i can start out and look for targeted customers to grow my new startup immediately. Thank you.

  3. What and how do you think about finding buyers and sellers in real estate on LinkedIn?

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