E27 – How to get Clients on LinkedIn – Advanced Session – Live Event
Today’s episode is another lived LinkedIn Event hosted by Gary with advanced strategies you can use to get more clients from LinkedIn.
- How to get Clients on LinkedIn – Intro
- Right offer, Right person (4:00)
- Follow Up (9:00)
- Taking the conversation off LinkedIn (13:35)
- Direct mail techniques (17:50)
- Hiring and Scaling techniques (20:33)
- Q and A (28:00)
Notify Gary if you want to have more conversations like this:
Hey Gary, Ruplinger here again with a special episode again today. This is another live event I did on LinkedIn. This is the advanced session of how to get clients on LinkedIn.
If you are interested in attending these live, they are freeze but you all you need to do is connect with me on LinkedIn and I’ll be happy to send you an invite. To the next upcoming events we usually do them every four to six weeks. But that’s all I got. So, without further ado, here is the live event.
How to get Clients on LinkedIn
Let’s jump in with the advanced session on how to get clients on LinkedIn real quick. My name is Gary Ruplinger. I am the host of the Pipelineology Podcast as well as the founder of Pipelineology we do Outbound lead generation business to business marketing for our clients. So, if you were not on the last session, what we? Really focused on there was we talked about building your profile. To really speak to your ideal target audience. And one of the gauges I have for that is that if you connect with somebody and they are consistently building connections throughout the month which you want to be doing, is that if you’re doing it right, a good to litmus test is that once or twice a month, somebody just reaches out and says, you know, hey Scarlet. I yeah, I see what you do there I I’m interested in that I’d like some help.
Without being prompted without being pitched on it. So that was part of what we really kind of focused on there was the fundamentals to of your profile, ’cause that’s what all this is going to build on and build around. We talked about connecting with people that are your ideal audience and why. Outlook than when you’re picking and choosing your connections, really, your entire network becomes more valuable versus just everything that you know comes to your way organically. If you’ve got certain people certain targets that you want to talk to, being able to select them using tools like LinkedIn Sales Navigator. Or even just the search in LinkedIn to find those people? Really going to help your entire. Well, client getting process.
And we’ll talk more about that. And that’s been one of the topics for today and then finally, we talked about messaging and engaging with those people and we did touch on LinkedIn events as well as a way to engage with your overall network. So, what’s on the agenda for today.
So, today we’re going to talk about targeting the right people with the right offer, getting the right message in front of them. We talk about follow up, which I realized. Probably doesn’t even sound like a in advanced. I’ve, but I’ve seen big agencies. I’ve seen small companies I’ve seen all kinds of people who just. Drop the ball with the follow up and if you’ve ever talked to Evan, he’s one of my account managers. He’ll tell you that I probably in every single me asked what are we doing to follow up what’s going on with these? What does that look like? Because for us follow up means – more meetings mean more calls means more signed proposals and more clients. It is. It is kind of the I had a silver bullet that’s the one. It’s, it’s it just gets. Lost and drop the ball drops off and on that one. We’re going to talk about taking the conversation actually off LinkedIn and why that’s important. If you’re on the last session, you are probably having a pretty good idea why and I want to talk about some direct mail techniques that have been surprisingly effective. I would say. And then lastly, we talk about some hiring and scaling techniques to grow your business, and then we’ll take some time for questions so.
Right offer, Right person
Let’s jump in with right offer right person and I would say that this is the most common reason that campaigns fail is right here at this conception stage, before you’ve even really gotten started before you’ve started connecting is there’s a disconnect. And who you’re connecting? The person, the title, the company size. So, let me just kind of give you an example so. Let’s take a Car dealership and there’s you know, there’s like there’s really big Car dealerships. There’s AutoNation and Carvana where there’s tons and tons of you know different locations. Throughout the country, and then those are small mom. And pops you know in a little place on the corner things. Like that so the right person to connect with and talk to you at those is probably different. You probably are not going to get a meeting with the CEO of AutoNation. But the little place on the corner, if you just walked in. And talked to the owner right away. So, when we start talking about. Who we want to meet with? Who the? Ideal person is we also want to know what size company that we’re looking to work with. Roughly, you know how much revenue they’re doing, how many employees they have. These are all the things that we’re really looking at. Because we want to give them. The right pitch, for example, let’s go back to the car dealership. You might have an owner at the top, or an ownership Group C level people if they have multiple locations, they’re going to have a general manager at each location, then may have somebody like a marketing director and ecommerce director if they’re too small, they won’t have any of that. And we’ve done. Campaigns in this. This world before I’m actually that’s my background. I used to work in the run. The call Centers for some of these bigger groups and our job was essentially to take those leads and set appointments for him.
But when reaching out to these people, you got to know who you’re actually trying to connect with, because what you say to an owner is going to be different than what you might say to a general manager. It’s definitely different than what you say to a marketing director or somebody in that that field one of them. You can give a little. Bit more details about how you do it. You know, maybe your system works with TikTok or something like that. You know General manager, probably they don’t care. They want to know what kind of results you’re going to get on the marketing director. They probably care quite a bit about. That so as you’re conceiving and thinking about your campaign. Is think about who the Right person is and Listen to filter that out. Uhm, thanks. Thanks for putting yourself on mute there, Peter, I appreciate that and think about getting that message to him. So, if you’ve got, you know different organizations, different size organizations you want to talk to.
Who do you want to talk to? I’ll give you another example. One we’ve done where we want. It was a client really wanted to get HR people the head of each other. Companies with more than 1000 employees so. Big companies and now if you’re the HR director and I remember at a service director at a that was trying to get in with the one in our local area with company I had about 3000 employees. And completely impossible to get a meeting with that person. They’re always slammed. Kind of a similar approach there. As we said, you know, we can target these people, but are we gonna be able get meetings with them? And the answer ended up. Being no, we ended up having to kind of go down a level. Is who’s working in those departments? Who can, who can get our foot in the Door with or the other option was we can target that same level, but let’s drop down to Companies, maybe with 200 employees or even 50 employees easier to connect with easier to facilitate that conversation.
So, when you’re putting your campaigns together, think about this. Who you’re going to target? What type of message you’re going to have for them are because it’s going to vary depending on company size, their title, their authority within the company? So, don’t just group everybody together, split, spread them out. It’s OK if you want to target, you know the CEO, that’s cool, but put them separately. From, you know if it’s a VP of Sales or a marketing person have separate ones here so. One of the ways we end up trying to do. It is how do we get somebody to say yes to us, what is the best way to you ever? Read the book influenced by Robert Shalini, probably should. It’s a classic. It’s a little bit old now, but for the moment the fundamentals are still there and one of the big things there is, what’s the? Best way to get someone to do you a big favor. Having to be a small favor first you trying to get them to say yes to something.
So, when we’re doing messaging on LinkedIn when we’re trying to get clients on LinkedIn, we want to get people in that saying yes. And if somebody very busy getting them to say yes to a meeting. Might not be, you know, the that might not be very effective at all. I know at least for us internally most of my clients are pretty busy there. They’re actually running companies. They’ve got their own flow of clients. They’ve got a lot of fighters. They’re trying to put out. So just saying yes to every single meeting that comes their way, right? And everybody is reaching out. Saying, hey, let’s get together. Hey, I’d like to learn more about you, things like that people. Just don’t have a lot of time for that.
So, if you got him to say yes to connecting with you on LinkedIn, maybe the next step would be getting less to hey can I send you a little bit? More information about this. And then finally getting them to say yes to the that appointment that morning or virtual cup of coffee that you want to have. But having a little bit more structure and. They’re having some type of thing or. I can say yes with. I would hold out a time. Commitment so they can figure. Out if they want to actually spend that. Time with you is. Something that we’ve found to be pretty active, so I kind of wanted to throw. That in here as well.
I mentioned at the beginning here. That this is probably the closest thing to a silver bullet that is out there in terms. Of actually getting deals closed. Getting more meetings on your books. As I mentioned, people are busy. And for me, I know that that’s mine. But my best client service and you know, it’s one of those things we were looking and saying, do you? Do you want the person who’s Struggling who’s got a lot of time on their hands already want? The busy person who’s going to carve out a little bit of time. But it’s easy. To all of a sudden something comes up. They forgot about you. They might not be on LinkedIn very often, so by consistently following up. This is where for us most of them appointments are booked is not from that initial outreach, not from that initial messaging. It’s checking back to three 711 times. And don’t overthink this too much. You can say something as simple as you know, Peter. I just wanted to. Circle back I. I know we were looking to meet last week and now I apologize that we didn’t get that. Get that on the books. How does this week look? Or you want to get? Something on the books for next week. Wait me. Something is better than just not sending anything. We like to. Do you know every three to four days?
We’ll do a follow up, especially initially, later on it might be, will follow up once every week or two. If they still don’t respond, maybe just a check in once a month. And you’d be surprised how it might be a month or two, or Three months later that. They didn’t respond. They didn’t respond. Maybe something changed, I think. Think about your own company. Think about your Own like think about how quickly things change. But all of a sudden that that thing that was a low priority for you, and I personally like, yeah. I’ll talk to them if I get it right. Onto it Now, it’s a little bit more urgent. Now they’re ready to talk to. You so by Consistently integrating follow up into what you’re doing, not just saying you know. Here’s some leads. You know, here’s who booked and. Here’s who didn’t is saying. OK, who responded? Who can we keep messaging? Who is who is engaging but you know, we just need a couple more messages? I would definitely encourage you to. To put a CRM together, I know that can be, you know, a sequence in your CRM can be a bit overwhelming. The learning curve on a lot of them it can be pretty steep. Quite frankly, you can put reminders on your Google Calendar. You can use it. Do it the old fashion and put things on a planner. Write it down with. On paper, it doesn’t really matter the key. Is to make sure. That it’s getting done. This is probably a conversation I have most often with clients is alright.
Here’s what’s going on, what you know, what needs to be followed up on? What are we good on? And do we need to reschedule anything? Because again people get busy, you just kind of make that you know part of your process is understanding. That they might not respond to your message today. Something probably came up; they’re probably not intentionally ignoring you. But nonetheless they are so. Which brings me to the next part.
Taking that Conversation off LinkedIn
Here is actually taking that conversation off LinkedIn, so this one can be pretty huge because if you were on the last one, we talked about this in terms of we talked about this for events. Some type of thing though, is that. People don’t spend a lot of time on intent. Look at this graphic says. Daily time spent on LinkedIn is less than one minute a day, 17 minutes a month. For the average user. Compare that to Facebook and keep in mind this is obviously graphic from 2019 and, but and I think TikTok has now eclipsed Facebook. If I remember correctly, so it’s. TikTok is somewhere around this number or Facebook’s. Dropped off but People aren’t spending their time on LinkedIn, they’re. They’re on Facebook. Or Instagram, they’re on something else. If we want to communicate with people by going off of LinkedIn using either email, getting you know, getting fancy with retargeting ads, which is probably its own presentation.
I’ll just touch on it here. As a as a tool though, especially if you can get people engaged, can people be talking as retargeting is a good way to essentially. Follow them around the Internet even then. The age of Apple kind of cracking down. On stuff there’s, there’s still a lot of value to be had from using retargeting ads, so if. You’re looking for a. Uh Hilo ad campaign retargeting your existing traffic is a good way to do it, but again that that’s more like I said, that’s I guess that’s appropriate for this session, right? It’s an advanced target an advanced technique. Don’t overthink it though.
Email is a great way to continue to follow up with. People, so I was picking up the phone. Second, I’m frankly you know lot of Muslims that I didn’t put on. This slide is probably just texting people. If you get their number and say something to the fact of. That hey crystal, I know we talked a week ago. Hey, we met on LinkedIn. Just wanted to see if now a better time for us is to talk. People check their text messages. You don’t need to be spamming about it. You know you did. You know where you work too much as if you just got your phone and it’s doing little messages here in there, you’re gonna be fine doing that as part of your follow up. That’s just that’s just professional Follow up right there but getting people off the platform because they don’t spend much time there. And talking to him where they do. Do exist? Start the conversation on LinkedIn. Go where they’re spending their time and how many. How many business professionals do you know? Like can go a whole day without checking their email, not many. Very, very few.
You see some. Questions have come in here. Let me just take a look at a couple of these and we’ll see if I which ones make sense to answer right now and then we’ll get on with the rest of it here, let’s see. So, John, I see your message. You’ve actually tried some automated drip campaigns and got another ’cause people don’t read their LinkedIn messages ’cause they get 100 pitches a day. You’re right, they. Do get pitched a lot. And what happens is that all the messages sound about the same. So, it’s really about the copy. What you’re saying Message, Evan. He’ll send you the link to the first one. The first session we did, we’ve got some insight there on how to actually approach that messaging. Such do get responses ’cause I know for us we get about 30% of people, 30% of people through apply. To the 1st 2 messages we sent, so just keep that in mind that you actually can. It’s just the way you’re saying. It probably looks like everybody else is pitched. Let’s see Eduardo yeah prop people. Not even seeing my LinkedIn connection invites don’t send a connection message. Ever, unless you actually know them you met him at a trade show or something like that. App Campsite email is emails good. If you, if you’ve got it. I’m the trust factor is a little higher with LinkedIn, which is why we typically start there. But yeah, if you’re getting good results with email. That’s good all right?
Moving along, and I know there’s more messages. There, we’ll get to those too like I said, I want to make sure you. Keep things moving along. Direct Mail. this is probably more fun things you can. Do on the. More unique ways you can approach LinkedIn and I’m I say when people think about this, think whoa, that sounds really expensive. But if you’ve ever run ads on LinkedIn and most people haven’t, ’cause they’ve heard it’s really expensive. But if you say, hey, you know I’m going to spend more in this time turning 2025 bucks a click for some of this stuff, and sometimes even higher. I bought. Quite frankly, you could be sending out direct mail. Come to get good results and I’m not talking about just sending out postcards though you certainly could one of the Things you know we’ve been. We’ve been doing lately is we’re actually sending out little. I’ll hold it up to the camera here so you can see it. A little better. We’ve been sending all coffee mugs. Uh, because I want to meet with him. And say, hey? I want you meet you for a virtual cup of coffee. I like the coffee shop that little, you know. Starbucks Instant coffee in. It it’s clever, it’s a little cheeky, but. But you know what people will respond to that. Compared to, you know, just another LinkedIn message that they got right, is doing standing out trying to think about that. Copyright getting the right message to them. If everybody getting 100 pitches today. If that’s the number you’re thinking. How many coffee mugs did they receive today? They didn’t get.
One thing we’ll be trying here now. If you’re on this on this, call we when there’s a good chance, at least if you’re in the United States, you’re gonna be getting all these little black envelopes from us. What to follow up? I won’t, I won’t. I won’t tease you like. That you’re gonna. Be getting is a little laser. Pointer because we use these types of tools. For us to. To get leads. And people who are interested in our services too. So, we’re going to be following up with those people killing and right taking that this virtual LinkedIn event. And now I want to get something real in your hands.
That you can hold in touch. So, when I say, hey, here’s. A little laser pointer pen. Because I Want to help your laser target your leads on LinkedIn. Again, little cheeky, but nonetheless it’s gonna get attention. So, I’m kind of spoiled it that you know something we’re going to be seeing that we’re running it as a test, so we’re kind of doing some comparison. So, if you’re sad you didn’t get it, message Evan and tell him I. Want to be on that list? I’ll give you a hint. That’s how your That’s how you can make sure you get one.
Hiring and Scaling techniques
Last, the last thing kind of here. I want to kind of talk about hiring and scaling. Because once you’ve kind of got that that core? Built, you’ve got something working. You got messages going out. You’re getting responses. Start using clients. Of bringing people in to help you do this because it. Can get overwhelming. Really fast to try and manage everything by yourself. And I know for us we use a lot of automation tools to kind of do this, the repetitive busywork. Or you can get a VA. To do it, if you if you. Don’t want to use those types of tools. I found that even with good standing operating procedures that the software usually works a little better for really repetitive tasks and then getting humans involved where the response has come from. Somebody replies, that’s a good time to get a person involved. Have a conversation and that’s part of the Big things is. Is be human and encourage your team to be human. Nobody wants to talk to a robot. They want to talk to a little bit, but, uh, look, they will, they’ll.
Talked a little Chapel and then that type agent, and then they’ll push support. I love fresh bunch exclamation points because I want. To talk to a real person. So just keep that in mind. Is that the more human your communication is, the more the more tailored it is, the better you’re going to be. So, when you’re bringing people on. One first of all, investing good training. Spend the time making sure they understand that maybe sure they understand the priorities and understanding the whole process because you can get really, really kind of brought down by certain metrics. You can say, well, we’re sending out, you know we’re sending out. 400 work connection requests. Or getting 100, you know 100. People to accept.
When are we getting more meetings? Well, what are we trying to accomplish? You can say OK. I’m getting lots of meetings, but nobody’s buying. That’s probably the most common 1, right? As you say I’ve got. I’ve got all these meetings. What is your messaging saying is it? Is it helping move them along? How is your follow up all these things so training people review what they’re sending? Give them feedback. Take a look if it looks robotic to you, it’s going to look robotic to the prospect and if you have people making calls, have somebody who’s going to be listening to those calls and reviewing with people. I think it’s one of the big things is that you bring somebody on and. It could be, you know, a. New employee and you hire and. Just kind of say, OK, here’s what I want you to do. Go do it and then you never go back to look and all of a sudden, it’s like it’s like that game of telephone you played in. Grade school. You tell one person that goes around. Around by the time that message. Gets back to you. It doesn’t even sound the same kind of same thing with any type of outreach or campaigns is that? You know, make sure that you kind of understand where the end goal is and how you’re going to how the messaging. Is going to. Get you there with what they’re saying.
How it’s going to help you so? Keep track of the members. Like I said, don’t get bogged down on ones that don’t help you. Closed sales. And then compensate for the results you. Want and having Run a business development center. I can tell you I’ve been through. All the pitfalls. And paying for performance only. It’s something I will never do again simply because you get so much trash. Even to the point where, even if it’s a commission only salesperson you end up with deals you don’t want a nightmare client.
So, for us, when we’re structuring now, if you are hiring somebody, give them a base. You know a base package of our Luminar recommendation, plus some performance incentives. But give them something that you know compensates them for some of the time they’re spending ’cause they are going to spend a lot of time doing this. And then you can kind of focus on getting the results you want. Make sure you’re getting quality appointments if you’re doing outreach versus just overall quantity. I mean, unless you have a whole call center in. Which case who else to you I’m.
I’m not just got a bunch of questions here and I will get started on them and probably like 2 minutes. So, I will. I will be there for you. We’ll start covering some of those, and then I’ll. Open up, open up the lines here. For you as well, so I know we’re closing around 30 minutes. And like I said, I want to. Get this information in your hands ’cause I know you guys are busy. Or at least the people I want to work with are busy. OK, so that’s How you bring in scaling is just really getting out. Getting people to understand what you’re doing stop. Stop trying to be cheap about it. Hey them get to get good results.
Finally, a quick recap here, so we want to target the right people with the right message. Want to Follow Up with people. If you want to take a screenshot of this, highlight that, stamp it on your forehead. Just remind everybody that we need. To follow up with prospects ’cause prospects are busy messaging engage with people. Take that conversation off LinkedIn. Sometime something real in the mail. Those cards are a good place. To start, but don’t be. Afraid to get a look. Like I said, a little bit more creative with it. Sometimes something that can hold and don’t want to throw away. That’s probably I will share that. With you that if you’re going to send. Them something like this in the middle. If it looks like a $0.10, you know. Thing that they should, just always that’s immediately what? They’re going to do. Is they’re going to just dump it all in the trash, but looks just nice not to that? I’d feel bad throwing. This away, that’s what you want. And then, like I said, hiring and scaling so that you can actually grow the team and not have to spend all your time doing prospecting. If you need some help with this and this. Is generally where we come in is people realize that it’s a little bit intimidating to try and get everything set up. Getting everything started, or they’ve tried it quite frankly, right. I see people telling me quite often they we’ve tried this. It didn’t work. What makes you different than these? Some you know some of the things is that it comes down to those first things. We talked about. Are targeting the right People? that we’re giving them the Right Message? For not doing those two things. Everything else that we just talked about. Isn’t going to. Work, so that’s a lot of. What we do so if you need help like. I said I’m not going to really push this. If you know this is something your company needs help with, I’m happy to talk. If it’s if it’s not my business or self, awesome, I’ve given some of the. Tools you need to do that so. And if you want more information, watch the first session. Two, I think that will kind of give you kind of the complete.
00:28:00 Q and A
So, you can email me at firstname.lastname@example.org more like find me on LinkedIn if you’re probably either connected to me or our message, evident, he’ll set something up so. With that said. It is 220 minutes early this this week. Or this month we are done so. I will now open. It up for questions and then I’m going to start. I’ll start going through some of the chat questions as well, so if anybody wants to jump in on mute yourself, ask your question. I’m here.