This is a guest post by Dino Skerlos, a Sales Xceleration advisor, and someone who knows a few things about how to turbo-charge LinkedIn.

When Jeff Slater, Chief Listening Officer from The Marketing Sage, made the kind offer to allow me to write a guest post on his marketing site, I immediately knew how I could help his audience. Although my fractional consulting practice focuses on sales, I often help sales and marketing teams increase revenue by improving their leads through smarter targeting. I’m a student of tools that can turbo-charge LinkedIn so I created a list of some of the best tools that I’ve seen work to benefit me or other businesses. When I shared it with Jeff, we agreed that his audience could benefit from it too.

In my sales consulting practice, the three most common challenges companies face, are:

• Unclear about their ICP – or Ideal Customer Profile  
• Unsure how and when to engage with prospects that is consistent with their buying cycle  
• Undisciplined in their focus.  Many companies aren’t strategic and lack a systematized approach to sales.

Once these are established, the focus becomes on how produce more sales leads.  However, consistency here is challenging because most organizations are either too small for a dedicated sales professional, or the sales reps are working both the top and bottom of the funnel at the same time, limiting productivity.  Fortunately, however, some new tools have come on the market to help automate some of the business development work.

LinkedIn remains the best data source for leads since the user has an incentive to keep it up to date and, it is a social platform allowing for rich engagement.  Simply put, there is no more cost-effective way to identify and communicate with prospects than by utilizing LinkedIn.  A lot of marketers are already benefiting from premium versions of LinkedIn (e.g. Sales Navigator, Business) ever the following tools, used in conjunction with those premium services, can optimize sales efforts.

Turbo-Charge LinkedIn

Although the definitions get blurred between options, there are generally two ways of automating prospecting on LinkedIn.  The first of which is the pure LinkedIn Automation Tool. 

In this case, you are buying software, or in some cases, a browser plugin, to go and send out LinkedIn connections requests on your behalf.  You author the message to send with the connection request, filter who to target, and then sit back and wait for connection requests.  Once the requests come in, you are responsible for all follow up in an effort to schedule time to meet.  This part can get time-consuming when you consider you’re typically sending out 25 to 100 requests per day and getting 10% to 30% connections. 

The other type of option is a LinkedIn Prospecting Service. 

This is generally more expensive but with the additional benefit of having more human or technology assistance throughout the process to help with the provided tool.  That assistance helps cut down on the amount of follow-up required while also providing a few extras.

For example, you could have someone help you craft an effective connection message to increase your acceptance percentage, with the option of having them write and send a second message to those that connect with you.  Additionally, they can provide advice regarding your own LinkedIn profile so that you’re making the best first impression.

Where to Start

The total list of LinkedIn automation tools is growing by the day; therefore, it’s challenging to know where to begin.  The following includes services that I’ve used or know someone who’s had success using and believe to be worth consideration to add more fuel to your lead generation engine and help you find higher quality connections and truly turbo-charge LinkedIn.

Dux-Soup:  https://www.dux-soup.com/

Dux-Soup is one of the more popular tools, maybe the most economical, and an excellent first tool to get started.  Auto-visit 100 profiles per day.  Paid plans start between $10 and $15 per month.

We-Connect: https://we-connect.io/

We-Connect, is another great tool to create your own campaigns and messaging using lists from LinkedIn.  They have a very simple set-up process with a nice user interface, while providing additional features like a dashboard.  You do not need premium version of LinkedIn to use.  $49 per month after a 14-day free trial.

ClickedIn: https://www.clickedin.io/ 

ClickIn is more of a prospecting service, and the only one (that I’m aware of) that has integrated IBM’s Watson to help with responses, which ultimately keeps you from needing to respond to everyone yourself.   Around $500/month

Integrated Alliances: https://integratedalliances.com/

This service is more expensive but worth it if you want to take prospecting to the next level.  The Integrated team is very hands-on, with some of the most knowledgeable people about LinkedIn I’ve come across.  They completely customize your campaigns with messaging and outreach assistance, as well as making sure your profile page is optimized.   Around $750 per month with a $2,500 set up fee

DJM: https://www.yourdjm.com/

Also, as much a service as a tool, you can get support from a service team to assist you with set up and execution. You can also chose the extent of the support you want. For example, you may want a human to respond to your prospects as opposed to those secondary automated messages. More support comes with more cost. Costs can be around $1,500 per month unless you use one of their third-party offerings.

HyperSocial:  https://gohypersocial.com/

This company mixes automation with an agency in that they have people that are helping with your messaging and your LinkedIn page.  They have a unique appointment setting services where they will take the conversations all the way to point of an appointment. All you do is watch your calendar fill up and go to meetings.  The service costs $500 per month for about 100 leads per day and an additional $800 per month to get the appointment setting service.

KuWare:  https://kuware.com/blog/linkedin-automation-tools-comprehensive-list-for-2020/

Quite unique in that instead of sending connection requests they simulate you visiting a prospects LinkedIn page with the hope that person sees you visited, looks at your profile, then asks you to connect.  Very subtle, but surprisingly effective. The service is about $400 per month.

Turbo-Charging Sales

If you have questions about any of this software or want to have a free conversation about your sales challenges, you can reach me at my contact information below.

Dino Skerlos is a proven sales leader with over 25 years of experience in various industries. He provides strategic sales guidance and strong execution to encourage that next level of sustained revenue growth. Connect with Dino at 919-200-0299 dskerlos@salesxceleration.com He can help turbo-charge LinkedIn for your business.

Photo by Charlotte Coneybeer on Unsplash

Don’t ask me to ride a rollercoaster, but do contact me if you have a marketing challenge.

I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conver?sation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com. Let’s explore working together today. 

The post Six Software Tools That Can Turbo-Charge LinkedIn Lead Generation appeared first on The Marketing Sage.

Businesses get financial audits at least once a year. In some industries, operations get an external audit from various regulatory agencies, to make sure they are adhering to best practices or standards like OSHA.

But sales and marketing efforts are rarely audited by outsiders.

Why is that?

When banks and investors loan money, they want to check on performance, return on assets and other well-established metrics. But sales and marketing tend to be less rigorously reviewed even though many dollars are at risk. 

Getting Under the Hood with A Marketing Audit

Does Your Business Need A Marketing Audit? An audit can help you:

• Fine tune your message to reach the right audience so you generate more qualified leads for new business
• Clarify your target audience and possibly reveal new opportunities
• Concentrate efforts to achieve stated strategic goals like increasing market share

I often start with these ten basic marketing audit questions.

1. Provide a high-level overview of the company and your core business. Information such as a number of employees, locations, sources of products/services for sale, and so on.
2. Share with me your brand’s standards for its identity? What is your promise? Why was the logo chosen – what does it represent? What is the company’s tagline and how is it used.
3. Is there a clear consensus on who your products and services are targeted toward? Is there alignment so that everyone in the business agrees? I’m often surprised how many companies are split as to who the products are targeted for as internal fractures come to the surface.
4. What are your six long-term goals in priority order for the next three years? What are your top short-term goals for the coming
5. Describe in details your customer. Who are they? What do they do? If B2B, what is their job title or titles? How large is this audience? If a consumer facing business, who is it you are trying to reach based on their mindset, lifestyle, attitude as well as traditional demographics?
6. Why is your product or service different? Do your customers believe that? How do you know that? What drives purchase for these clients and are you reinforcing that message in trying to reach them? How well known is your product or service difference?
7. What marketing activities have helped grow your business? What evidence do you have that this is genuine and not just a feeling? What haven’t you tried that you think could be helpful? Do you see your competitors doing some marketing activity that you believe you should also be doing? Why?
8. Who are your top three competitors? What are their advantages over you – and their disadvantages? Is there a clear gap in the market that none of you are offering?
9. Do you have a written marketing plan or outline? What are the key drivers of the program? Are there elements that you have done year after year and not questioned? Are their activities you do because your competitor does them?
10. What is the value of a new customer? How much do you current spend to get that customer through your varied activities? What is the lifetime value of that customer and what would you be willing to spend to earn their business for a year, or three or five?

An outside consultant can provide hard and challenging questions that internal staff members might be reluctant to ask. Through a well-managed marketing audit, opportunities are often uncovered, and a clear vision of how to achieve your goals can emerge. Audits can reveal wasteful spending and even under-invested spending.

A few years ago, a client I advised was trying so many new tactics, she missed out on doubling down on an area that was producing leads at five times the rate of other tactics. The audit identified how focusing on one possible topic could significantly grow profitable revenue. The CEO was just too close to see what was right in front of her eyes.

Audits can help create roadmaps so that you can get into your car and head in the direction you want to go.

Isn’t it time for a checkup?

__________________

Could your brand use a checkup? Is it time to bring in your communications and marketing plans in for a tune up? Connect with me here.  New clients can benefit from this offer while it lasts. Consult with me and I’ll help a charity of your choice. 

Photo File:US Navy 091007-N-7478G-362 Aviation Structural Mechanic 1st Class Lawrence Smathers, assigned to Light Helicopter Antisubmarine Squadron (HSL) 51, performs preventive maintenance under the top hood of an SH-60F Hawk helicop.jpg  Creative Common License

The post Does Your Business Need A Marketing Audit? appeared first on The Marketing Sage.

She makes a choice to let you come in, and be part of her everyday experiences. Without her permission, the door is not opened. Marketers try hard to encourage reaching new customers. They wonder, is the category really of interest to them? Does your brand offer something useful and valuable to make this connection? Is your brand part of your customer’s world? Does your product have a meaningful place or is it merely another transaction without consequence?

The difference matters.

Is Your Brand Part of Your Customer’s World?

Two examples from my universe:

CARS:  My car is not a part of my world. I am not that interested in cars and although the marketing effort to reach me is strong, persistent and endless, I just don’t care that much about the category.

I used to care more when my kids were little, and my Volvo was my safety shield protecting my most valuable riders. Today, I’m not that interested in the stories being told by the automotive industry. At one point in my life, safety and status mattered, and I did care how driving a certain brand made me feel. It just doesn’t matter much to me anymore. More car ads about mileage, design or zoom factors are kind of – meh, which is Yiddish for a big shrug of the shoulders.

In fact, I have recently considered that using Uber might be cheaper than owning a car. Use a car just when you need it – just like my New York City friends do. What an idea.

INDOOR COOKING TOPS & GRILLS:  On the other hand, my oven top grill by Jenn-Air is a part of my world. When the oven and grill needed replacing, after 25 years, I didn’t even check to see what other brands and options are available. I just wanted to stay within the Jenn-Air franchise. Their story resonates with me. There is a powerful bond between my love of cooking and this particular brand of appliance.

The indoor grill may be my favorite ‘thing’ I own. Jenn-Air is like a family member, who joins me each night as I prepare dinner.  I nourish my family with this appliance. The emotional bond is seared in my heart. 

The difference matters

I share stories about cooking on my indoor grill, post images to social media and talk about to friends who share my cooking passion. But I never discuss my car and rarely share any type of story in any social media. My Jenn-Air is part of my world and connected to a frequent emotional experience.

Would it be worth it for a car company to target me? Can they make me part of their world by running different ads or telling me a new story? Perhaps, but I’m not interested enough to be engaged in a conversation. Unless they put a Jenn-Air grill in the car, I may not even pay attention. It would take an amazing new functionality that solves a problem to peak my interest.

As marketers, the lesson is clear. Sometimes fishing, where the fish are, is a profound yet simple idea. Target those who align with your world view and who may just need some information to get closer to your community of interest.

I’m hooked on an easier path to finding new customers. Unless you are offering something disruptive and extraordinary, it is a lot easier to keep fishing in the same pond.

Are you looking for some new ways to bring new customers into your community? Let’s fish together. 

The post Is Your Brand Part of Your Customer’s World? appeared first on The Marketing Sage.