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Episode 1988 · 7 months ago
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Episode 1988 · 7 months ago
5 Free LinkedIn ABM Tactics You Can Use Today
ABOUT THIS EPISODE
Welcome back to BTB Growth. I'm DanSanchez with Sweet Fish Media, and today I want to talk to you about fiveways you can use. LinkedIn for free to do account based marketing just a fewdays ago, actually had an interview with Tiffany Hempel, who is a salesmanager at linked in to talk about how you could use LinkedIn. It's paidfeatures to do account based marketing, and that was that was fantastic. Ididn't even know Lincoln had products that could target specific accounts inthe way that it was set up. Like I knew you could target cos before, but in theway they've set it up now, it z just much more lean to geared towardsaccount based marketing. Very fun. But we didn't cover too much about how wecan use LinkedIn on organic level on a free level without a paid accountwithout a sales account without anything like, what can you do withjust a free Lincoln account? If you have a bare bones budget and can'tafford all the fancy stuff, here's some things that you can dio. This episodecomes from just my own experience from Lincoln this summer Actually, startinglast spring, I was like a newbie delinked, and I loved Lincoln, but Ididn't really know how to approach it to build an audience and how to getactually achieved marketing results. And that comes partially for me, nothaving been and be to be coming from the B two C world. I loved LinkedIn andthe networking aspect, but I wasn't really pushing it for B two B marketingefforts. But once I joined a B two B marketing company like Sweet Fish Media,that was all about it. James Carberry, the founder of Swedish Media, kind ofshowed me the ropes got me started. I learned from a lot of other people, andI hammered it hard. The summer guys hard. I'm talking like three, sometimesfour hours a day, like waking up at 4 30 in the morning to just pound Lincolnand write lots of content. Reply to all the comments. I did it all summer andgot to 10,000 connection slash followers by mid September. It was afantastic ride. I learned a ton about how to do Lincoln correctly, in fact,actually documented it all for you and...
...created a free three course video.Siri's If you wanna learn more just about what I did to grow my followingand influence it, it had a lot bigger impact on sweet fishes. Bottom linethan I thought. But you can learn exactly what tactics I used. How I didit, how I set up my personal brand, my profile. Like this tactics I used toreach influencers to get following in a non cringe e way you can find that it'ssweet fish media dot com slash 10-K. That's the number 10 and then theletter K No space, no Dash, just sweet Fish media dot com slash 10-K. Youcould get the three part video course on how to do that, but on thisparticular episode, I don't want to just cover the same things that I'vecovered before. Here on the podcast and in that video, Siri's go check thoseout. I wanna talk about how you can use some of those to do account basedmarketing for free. I'm linked in. I'm amazed how many people don't do this.It's almost like it's just easier to spend tens of thousands of dollarsrunning sophisticated ad campaigns that your accounts. And while there'sdefinitely value in that, I'm actually trying to figure out how to do that forSweet Fish, there's something to be said for just going at it, organically,impounding the digital pavement and just reaching people in a way that willactually connect with them, uh, in a much deeper level, just organically onLinkedIn. So here's five tactics I'm starting to dio and comes directly outof my experience of what I've seen people do already on LinkedIn and whatI'm currently doing now myself, Number one is to connect with yourstakeholders on LinkedIn. I know that sounds really silly, but there's a Met.There's a lot of people connecting with me, and they're rarely from otherbusinesses. They're usually like solo preneurs like consultants and differentthings like that. You can go and connect with all of them. You don'teven need a reason. Just find their profiles. The great part about Lincolnis it's easy to find the companies find their company pages, find the accountthe stakeholder you want to connect with, or the particular you know, thechampion. But you could connect with all the stakeholders there, whetherthey accept your connection request or...
...not? Doesn't really matter, but some ofthem are going to say yes. So going connect with them all because then theyhave a chance to see your content. Is your content as you're posting contentdaily? Hopefully, if not weekly going, connect with them and don't pitch them.Do not follow up with a pitch. If anything, say something nice. But don'tI usually just don't say anything at all. Just send the connection requestblind. Ah, lot of people will connect with me regardless. And I will say ifyou don't connect with them, If they don't accept your connection request,circle back and follow them because you want to see their content. And thereason is is because you want to see their content. Number two read theirprofile. Oh my goodness, I know that seems so basic, but rarely do I everget a Lincoln message where people have actually read my profile. It'sembarrassing. In fact, James Carberry, the founder of Sweet Fish, and I werejust talking about this last night when he finally he said, he told me about anSDR that reached out to him with the wonderfully customized message that wasso good, even though the product that she was pitching was like, you know,it's kind of a dime a dozen. It's kind of like a service that a lot of peopleoffer. It just compelled James to respond. He felt so loved in themessage that he's just like I have. I have to give her a shot. I have to giveher a shot. This is the message it says Hi, James would love to talk. I saw apost on Rex Beiber sins LinkedIn, which led me down a rabbit hole of commentsultimately leading to your name and the sweet fish media. This is Amelia. I'man SDR seamless dot ai and I, too, love Jesus, sweetest fish and too muchNetflix. I'm sure Lisa James cars. Berry's wife is a sweetheart that I'dlove to if I knew her. I'd love to hear how your team is reaching out topotential clients. Would it be okay if we scheduled a brief call? Either way,happy to say hello to you and be a positive resource in your network. Staysafe, Amelia. Now, I don't know,...
...seamless dot ai is like coaching theirSDRs to reach out with this level of a person ability. But it is. It workedbecause she took what, what, five minutes to actually read his profileand send him a text? Because James actually has his cell phone numberlisted on his LinkedIn profile, which no one ever takes advantage of becauseno one takes the time to read his profile. Hardly anybody takes the timeto read my profile, and it shows it's the same for your accounts. No one'staking the time to get to know them. If you just take five minutes to readtheir linked in profile and maybe like if they list their Twitter, go and readtheir Twitter bio like Go and read a few things, they tweet and post. Justget to know them. Spend a little bit of time getting to know them. If anything,you could lock it away into your CRM for a rainy day when you know you'regonna need that information or your sales team is going to need thatinformation but you as a marketer, if you do this for ah, lot of youraccounts are going to get a better feel for who these people are, so that whenyou design, especially your 1 to 1 messaging to them, you're going to beable to engage them and get a response rate that you would never have evengotten close to with just reaching out in Mass or even personalize ing withtheir job title. Whatever the automation gets to you, that text is a1 to 1 text. It is customized that she found the things that she had overlapwith him, things that she likes that James likes, and that's just going towork. In fact, I can always know when someone's read my profile when theycall me Dan says, Um, even though I always introduce myself, is Dan Sanchezon my LinkedIn profile? You'll know if you visited my LinkedIn profile becauseI say, Hey, my name's Dan Sanchez. My friends call me Dan says, So whenpeople reach out to me by a Lincoln D M and say, Hey, Dan Chesil my, thisperson's actually taking a moment to get to know me or they've been readingmy content for long enough. I always sign off my post with hashtag Sanchez.It's kind of my personal hashtag almost like a signature at the bottom of allmy post. Highly recommend, by the way, that you have a signature thing at thebottom of your post. Um, it could be an...
...emoji. Could be hashtag whatever I knowthey've read my profile, and I'm actually going to take their messagemuch more seriously if it just says, Hey, Dan, I'm like, uh, now I'mstarting to just look for signs that its automated right. I'm trying to findreasons to disqualify the message because I'm busy. I don't want to readthe messages, but if it's taken, if someone's taking the time to, like,write me a legitimate message than I always read it, always consider it. Itry to respond to if they've actually asked a legitimate question. So justtake the chance to read the profile. It's free information. Yes, it takestime. Yes, it's hard to scale, but guess what? The people who take thetime to do the things that don't scale are the ones that are going to win thesaccounts because your competitors aren't gonna take the time to do it. Soread the profile that is so important that it's literally a whole step, eventhough it's not even actionable like for you to like, engage them. But it iscertainly actionable for you and that you need to be doing it. Josh, what doyou think is the most irritating thing for B two B buyers right now, an Logan.I love talking to you about this. You know that the number one challengeright now is that many customer facing teams in the B two B space right noware forcing their potential buyers, too, by the way that they want to sell.Buyers don't wanna buy that way right now. They wanna, by the way they wantto buy. We need to enable those buyers. We call this buyer enablement at salesreach. We need to enable those buyers to make better decisions quicker in acomfortable environment that's more personalized for them to move forwardwith that process. Dude, that's awesome. I couldn't agree more. Since I've beenusing sales reach in my own sales process, it's allowed me to reallyenable the buyer to move more quickly in really two ways. One, they don'thave to download a bunch of attachments. Aiken, send them toe one page with theproposal. Case studies Different resource is because, let's face it, theproposal is just one part of the sales conversation and probably on Lee onesales enablement piece of content that you're sending so it makes it easier onthem. And then the other thing is, you know, we're selling to our champions,and then we're making them have to re...
...give our pitch to the entire buyingcommittee. So one thing I do is put a custom 2 to 3 minute video on the topof my sales reach page that says, Hey, here's all the resource is tie it backto the conversation. Here's the proposal. Let me know if you have anyquestions, and it allows me to give a little bit of kind of a mini pitch tothe rest of the buying committee. Introduce myself, which helps me buildtrust and credibility and helps the buyer not have to repeat the entirepitch from scratch. So if anybody is looking to do the same thing in theirown sales process, I'd highly suggest they reach out to you and the team overits sales reach for anybody listening. Just go to sales reach dot io to talkto Josh and the team. All right. Number three leave valuable comments on everysingle one of their posts. Yes, it sounds like Internet stalking, but no,if you're dropping value, it helps. Not only does it help get their post moretraction, but it helps you get more visibility in front of them. So here'ssome ideas you could be doing. Thio Stand out when you're doing this one. Ilike to be the first person to comment that way. If they get a lot of comments,if they're an influencer, this is probably unlikely. A lot of the peopleyou probably reach out to don't have a huge following the Lincoln, but some ofthem do. If they do, you wanna be the first one to comment with substantialwith a substantial comment. That way, you'll be the one most likely to belike at the top of their feed. So not only you'll just get more visibility istheir post to seen by thousands of people. Um, yours is the first commentthat more people will see that not because you commented first. I like toleave substantial comments as often as I can like either reading what they sayreally reading it, understanding it and then either adding my two cents, addingwhat I loved about it specifically not just Hey, great post, never post that.Just say, Hey, I love this and this about your post because it reminds meof this. In fact, I'm going to start doing this from now on, or I'm going totry this out today and see how it goes. Those posts are always better,especially if you give your own to sense of like, Hey, that's a great idea.In fact, when I've done it before, I usually found that this and this alsoreally help. That is a more substantial...
...post than just saying Great idea. Youwanna show up and you wanna be thoughtful in your comments. If you dothis over and over again, trust me. They're going to remember you, thepeople who do it to me. I remember them and then when they slide into my d. M.So I'm like, Hey, like I know this person. What's up? Because we'vealready built some trust. We've had some conversations on the Lincolncomments already, so show up on their post every time. Some of them might notpost it all, and that's okay. There's still other ways to get a hold of them.Number four. Reference them in one of your posts. After you've been engagingwith their content for a while and you read their profile, you know whatthey're about. Share something you've learned from them and posted out to you.Of course you need a at mentioned them, so they get notified that you've talkedabout them. But it's flattering every time I get mentioned in someone else'spost, and they're like, Hey, here's 53 things I've learned from Dan Sanchez orDan Dan Chess And they mentioned my hashtag. I know they're reallyfollowing me. If they're they're calling me, Dan says. Right then, I'malways flattered. I always show up to those posts and say thank you, and Iknow those those people are seeing are like picking up what I'm laying down asfar as what I'm posting, and it's always flattering. I always thosepeople always stand out more to me. Your key accounts will feel the same ifyou want to bless them. If you want Thio, build relationship with them.Genuine relationship. Celebrate them, praise them publicly. And that's whatyou're doing with this LinkedIn post by saying something you've learned fromthem, saying even congratulating them on something big they've done recentlythat they posted about are celebrating, Um, or I've just posted a PR. Maybethere maybe they just went public and, you know, they had a big hand of beinggoing public or they just launched this new feature and you knew they had a bigpiece of that. Be smart about it. Don't praise them for things that they hardlyhad anything to do with. It still has to be personal oneto one type of stuff,but praise them publicly they will remember and number five post contentthat will resonate with them if they connect with you and your posting goodcontent regularly and engaging with their comments, trust me, they're goingto see your content because you're engaging with their comments and ifthey respond to your comments linked...
...and saying, Hey, these two people havea relationship, therefore I should show this person you're trying to reach outto more of your content. That's how the algorithm works, which is why you needto be involved in other people's posts. If you want that person to see yourpost, you need to be engaging in their posts and commenting specificallycommenting. Not just liking and commenting is even better than sharingcomment on many accounts post as you can, because they're going to be seeingmore of your feet as a result. Also, I haven't mentioned this before, and italmost it's almost such common Lincoln wisdom that I forget it. But I stillsee people break this rule all the time. Do not post and do not do any of thisfrom your company's linked in page. That would be a mistake. Always do thisfrom a personal profile. Lincoln just doesn't give credence to the companypage, and people don't either. People are social people want to connect withpeople. We've seen it over and over and over again. Use your personal profile,all the commenting. Everything I've just mentioned in these five steps dofrom a personal profile or multiple personal profiles. It could be yoursales rep. It could be your marketing team or both. Even better, if you ifyou do this from a team perspective, it works even better. But that's anotherwhole podcast episode for another time on how to do the whole Lincolnevangelism program, especially for I guess I could angle it more towardsaccount based marketing. You could aim your evangelism program at that, UM, itworks better as a team, but definitely do it from personal profiles, even yourCEO's personal profile, something it just works better that way. So thoseAir 53 things you could be doing today with linked in in order to do greataccount based marketing on a 1 to 1 level with your best accounts with theaccounts you know, need some 1 to 1 attention. Hopefully, this episode hasbeen helpful to you. If you wanna learn more about LinkedIn, like I said, go toSweet Fish media dot com slash 10-K. That's the number 10 and the letter Kto learn more about what I did over the last summer in order to grow myfollowing from 1000 to 10,000 in a...
...period of about four months, there isno secret hacks. There's there's probably a bunch of things in therethat you've heard before, even things that we've covered on this podcastbefore. But if you wanted toe concise three part video series that spell outin detail how to do what I did think Go and download that today. Are you on Lincoln? That's a stupidquestion. Of course you're on LinkedIn here. Sweet fish. We've gone all in onthe platform. Multiple people from our team are creating content there.Sometimes it's a funny gift for Mem. Other times it's a micro video or aslide deck. And sometimes it's just a regular old status update that sharestheir unique point of view on B two B marketing leadership or their jobfunction were posting this content through their personal profile, not ourcompany page, and it would warm my heart and soul if you connected witheach of our evangelists, will be adding Mawr down the road. But for now, youshould connect with Bill Reed, R C 00 Kelsey Montgomery, our creativedirector, Dan Sanchez, our director of audience growth. Logan Lyles, ourdirector of partnerships, and me, James Carberry. We're having a whole lot offun on LinkedIn pretty much every single day, and we'd love for you to bea part of it.
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