5 Free LinkedIn ABM Tactics You Can Use Today

ABOUT THIS EPISODE

In today's episode, Dan Sanchez shares 5 free ABM tactics from LinkedIn that you can use today.

Welcome back to BTB Growth. I'm Dan Sanchez with Sweet Fish Media, and today I want to talk to you about five ways you can use. LinkedIn for free to do account based marketing just a few days ago, actually had an interview with Tiffany Hempel, who is a sales manager at linked in to talk about how you could use LinkedIn. It's paid features to do account based marketing, and that was that was fantastic. I didn't even know Lincoln had products that could target specific accounts in the way that it was set up. Like I knew you could target cos before, but in the way they've set it up now, it z just much more lean to geared towards account based marketing. Very fun. But we didn't cover too much about how we can use LinkedIn on organic level on a free level without a paid account without a sales account without anything like, what can you do with just a free Lincoln account? If you have a bare bones budget and can't afford all the fancy stuff, here's some things that you can dio. This episode comes from just my own experience from Lincoln this summer Actually, starting last spring, I was like a newbie delinked, and I loved Lincoln, but I didn't really know how to approach it to build an audience and how to get actually achieved marketing results. And that comes partially for me, not having been and be to be coming from the B two C world. I loved LinkedIn and the networking aspect, but I wasn't really pushing it for B two B marketing efforts. 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 of showed me the ropes got me started. I learned from a lot of other people, and I hammered it hard. The summer guys hard. I'm talking like three, sometimes four hours a day, like waking up at 4 30 in the morning to just pound Lincoln and write lots of content. Reply to all the comments. I did it all summer and got to 10,000 connection slash followers by mid September. It was a fantastic 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 following and influence it, it had a lot bigger impact on sweet fishes. Bottom line than I thought. But you can learn exactly what tactics I used. How I did it, how I set up my personal brand, my profile. Like this tactics I used to reach influencers to get following in a non cringe e way you can find that it's sweet fish media dot com slash 10-K. That's the number 10 and then the letter K No space, no Dash, just sweet Fish media dot com slash 10-K. You could get the three part video course on how to do that, but on this particular episode, I don't want to just cover the same things that I've covered before. Here on the podcast and in that video, Siri's go check those out. I wanna talk about how you can use some of those to do account based marketing 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 dollars running sophisticated ad campaigns that your accounts. And while there's definitely value in that, I'm actually trying to figure out how to do that for Sweet 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 will actually connect with them, uh, in a much deeper level, just organically on LinkedIn. So here's five tactics I'm starting to dio and comes directly out of my experience of what I've seen people do already on LinkedIn and what I'm currently doing now myself, Number one is to connect with your stakeholders 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 other businesses. They're usually like solo preneurs like consultants and different things like that. You can go and connect with all of them. You don't even need a reason. Just find their profiles. The great part about Lincoln is it's easy to find the companies find their company pages, find the account the stakeholder you want to connect with, or the particular you know, the champion. But you could connect with all the stakeholders there, whether they accept your connection request or...

...not? Doesn't really matter, but some of them are going to say yes. So going connect with them all because then they have a chance to see your content. Is your content as you're posting content daily? 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't I usually just don't say anything at all. Just send the connection request blind. Ah, lot of people will connect with me regardless. And I will say if you 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 the reason is is because you want to see their content. Number two read their profile. Oh my goodness, I know that seems so basic, but rarely do I ever get a Lincoln message where people have actually read my profile. It's embarrassing. In fact, James Carberry, the founder of Sweet Fish, and I were just talking about this last night when he finally he said, he told me about an SDR that reached out to him with the wonderfully customized message that was so 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 people offer. It just compelled James to respond. He felt so loved in the message that he's just like I have. I have to give her a shot. I have to give her a shot. This is the message it says Hi, James would love to talk. I saw a post on Rex Beiber sins LinkedIn, which led me down a rabbit hole of comments ultimately leading to your name and the sweet fish media. This is Amelia. I'm an SDR seamless dot ai and I, too, love Jesus, sweetest fish and too much Netflix. I'm sure Lisa James cars. Berry's wife is a sweetheart that I'd love to if I knew her. I'd love to hear how your team is reaching out to potential 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. Stay safe, Amelia. Now, I don't know,...

...seamless dot ai is like coaching their SDRs to reach out with this level of a person ability. But it is. It worked because she took what, what, five minutes to actually read his profile and send him a text? Because James actually has his cell phone number listed on his LinkedIn profile, which no one ever takes advantage of because no one takes the time to read his profile. Hardly anybody takes the time to read my profile, and it shows it's the same for your accounts. No one's taking the time to get to know them. If you just take five minutes to read their linked in profile and maybe like if they list their Twitter, go and read their Twitter bio like Go and read a few things, they tweet and post. Just get 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're gonna need that information or your sales team is going to need that information but you as a marketer, if you do this for ah, lot of your accounts are going to get a better feel for who these people are, so that when you design, especially your 1 to 1 messaging to them, you're going to be able to engage them and get a response rate that you would never have even gotten close to with just reaching out in Mass or even personalize ing with their job title. Whatever the automation gets to you, that text is a 1 to 1 text. It is customized that she found the things that she had overlap with him, things that she likes that James likes, and that's just going to work. In fact, I can always know when someone's read my profile when they call me Dan says, Um, even though I always introduce myself, is Dan Sanchez on my LinkedIn profile? You'll know if you visited my LinkedIn profile because I say, Hey, my name's Dan Sanchez. My friends call me Dan says, So when people reach out to me by a Lincoln D M and say, Hey, Dan Chesil my, this person's actually taking a moment to get to know me or they've been reading my 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 all my post. Highly recommend, by the way, that you have a signature thing at the bottom of your post. Um, it could be an...

...emoji. Could be hashtag whatever I know they've read my profile, and I'm actually going to take their message much more seriously if it just says, Hey, Dan, I'm like, uh, now I'm starting to just look for signs that its automated right. I'm trying to find reasons to disqualify the message because I'm busy. I don't want to read the 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. I try to respond to if they've actually asked a legitimate question. So just take the chance to read the profile. It's free information. Yes, it takes time. Yes, it's hard to scale, but guess what? The people who take the time to do the things that don't scale are the ones that are going to win thes accounts because your competitors aren't gonna take the time to do it. So read the profile that is so important that it's literally a whole step, even though it's not even actionable like for you to like, engage them. But it is certainly actionable for you and that you need to be doing it. Josh, what do you 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 challenge right now is that many customer facing teams in the B two B space right now are 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 want to buy. We need to enable those buyers. We call this buyer enablement at sales reach. We need to enable those buyers to make better decisions quicker in a comfortable environment that's more personalized for them to move forward with that process. Dude, that's awesome. I couldn't agree more. Since I've been using sales reach in my own sales process, it's allowed me to really enable the buyer to move more quickly in really two ways. One, they don't have to download a bunch of attachments. Aiken, send them toe one page with the proposal. Case studies Different resource is because, let's face it, the proposal is just one part of the sales conversation and probably on Lee one sales enablement piece of content that you're sending so it makes it easier on them. 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 buying committee. So one thing I do is put a custom 2 to 3 minute video on the top of my sales reach page that says, Hey, here's all the resource is tie it back to the conversation. Here's the proposal. Let me know if you have any questions, and it allows me to give a little bit of kind of a mini pitch to the rest of the buying committee. Introduce myself, which helps me build trust and credibility and helps the buyer not have to repeat the entire pitch from scratch. So if anybody is looking to do the same thing in their own sales process, I'd highly suggest they reach out to you and the team over its sales reach for anybody listening. Just go to sales reach dot io to talk to Josh and the team. All right. Number three leave valuable comments on every single 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 more traction, but it helps you get more visibility in front of them. So here's some ideas you could be doing. Thio Stand out when you're doing this one. I like 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 people you probably reach out to don't have a huge following the Lincoln, but some of them do. If they do, you wanna be the first one to comment with substantial with a substantial comment. That way, you'll be the one most likely to be like at the top of their feed. So not only you'll just get more visibility is their post to seen by thousands of people. Um, yours is the first comment that more people will see that not because you commented first. I like to leave substantial comments as often as I can like either reading what they say really reading it, understanding it and then either adding my two cents, adding what 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 me of this. In fact, I'm going to start doing this from now on, or I'm going to try 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 also really help. That is a more substantial...

...post than just saying Great idea. You wanna show up and you wanna be thoughtful in your comments. If you do this over and over again, trust me. They're going to remember you, the people 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've already built some trust. We've had some conversations on the Lincoln comments already, so show up on their post every time. Some of them might not post 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 engaging with their content for a while and you read their profile, you know what they'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 talked about them. But it's flattering every time I get mentioned in someone else's post, and they're like, Hey, here's 53 things I've learned from Dan Sanchez or Dan Dan Chess And they mentioned my hashtag. I know they're really following me. If they're they're calling me, Dan says. Right then, I'm always flattered. I always show up to those posts and say thank you, and I know those those people are seeing are like picking up what I'm laying down as far as what I'm posting, and it's always flattering. I always those people always stand out more to me. Your key accounts will feel the same if you want to bless them. If you want Thio, build relationship with them. Genuine relationship. Celebrate them, praise them publicly. And that's what you're doing with this LinkedIn post by saying something you've learned from them, saying even congratulating them on something big they've done recently that they posted about are celebrating, Um, or I've just posted a PR. Maybe there maybe they just went public and, you know, they had a big hand of being going public or they just launched this new feature and you knew they had a big piece of that. Be smart about it. Don't praise them for things that they hardly had 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 content that will resonate with them if they connect with you and your posting good content regularly and engaging with their comments, trust me, they're going to see your content because you're engaging with their comments and if they respond to your comments linked...

...and saying, Hey, these two people have a relationship, therefore I should show this person you're trying to reach out to more of your content. That's how the algorithm works, which is why you need to be involved in other people's posts. If you want that person to see your post, you need to be engaging in their posts and commenting specifically commenting. Not just liking and commenting is even better than sharing comment on many accounts post as you can, because they're going to be seeing more of your feet as a result. Also, I haven't mentioned this before, and it almost it's almost such common Lincoln wisdom that I forget it. But I still see people break this rule all the time. Do not post and do not do any of this from your company's linked in page. That would be a mistake. Always do this from a personal profile. Lincoln just doesn't give credence to the company page, and people don't either. People are social people want to connect with people. 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 do from a personal profile or multiple personal profiles. It could be your sales rep. It could be your marketing team or both. Even better, if you if you do this from a team perspective, it works even better. But that's another whole podcast episode for another time on how to do the whole Lincoln evangelism program, especially for I guess I could angle it more towards account based marketing. You could aim your evangelism program at that, UM, it works better as a team, but definitely do it from personal profiles, even your CEO's personal profile, something it just works better that way. So those Air 53 things you could be doing today with linked in in order to do great account based marketing on a 1 to 1 level with your best accounts with the accounts you know, need some 1 to 1 attention. Hopefully, this episode has been helpful to you. If you wanna learn more about LinkedIn, like I said, go to Sweet Fish media dot com slash 10-K. That's the number 10 and the letter K to learn more about what I did over the last summer in order to grow my following from 1000 to 10,000 in a...

...period of about four months, there is no secret hacks. There's there's probably a bunch of things in there that you've heard before, even things that we've covered on this podcast before. But if you wanted toe concise three part video series that spell out in detail how to do what I did think Go and download that today. Are you on Lincoln? That's a stupid question. Of course you're on LinkedIn here. Sweet fish. We've gone all in on the 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 a slide deck. And sometimes it's just a regular old status update that shares their unique point of view on B two B marketing leadership or their job function were posting this content through their personal profile, not our company page, and it would warm my heart and soul if you connected with each of our evangelists, will be adding Mawr down the road. But for now, you should connect with Bill Reed, R C 00 Kelsey Montgomery, our creative director, Dan Sanchez, our director of audience growth. Logan Lyles, our director of partnerships, and me, James Carberry. We're having a whole lot of fun on LinkedIn pretty much every single day, and we'd love for you to be a part of it.

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