524: Using LinkedIn (and Not Just For Business Development) w/ Brynne Tillman

ABOUT THIS EPISODE

In this episode we talk to Brynne Tillman, Chief Learning Officer at Vengreso.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the B tob growth show. Today we are joined by Brin Tillman. Brin is the chief learning officer at Van Gresso. Bren. Welcome to the show, Jonathan. Thanks so much for having me in. Thrilled to be here, but that's great. It's a privilege to have you on the show. Thank you for taking some time out of your schedule. We actually very recently got a chance to interview Mario Martinez Junior from Van Gresso also on the show, so it's great to have another member of his spectacular team come on and and sort of share your wisdom with our listeners. Today we're actually be talking about this idea of, you know what, what you need to know when you're using Linkedin for business development. But before we get into today's topic, maybe you can tell our listeners a little about what you and the Evan Gresso team or up to these days. Oh sure. So, Ben Gressi was a digital sales transformation company and our goal really is to help sales and marketing teams truly leverage digital and social to grow their pipeline, reduce their style cycle and close more business, and we do that through our public boot camps and private courses and classes and soon to launch our online learning. So it's been really exciting and working with Mario and the team is just absolutely fantastic. I really really lucky and blessed. That's great. That's great, and...

...we'll be we'll be looking forward to when you do launch those online courses. But in the meantime we get a chance, then, today to sort of pick your brain, you know, share your expertise again with our listeners. Were to be talking about using Linkedin for business development, sort of the four things that you need to keep in mind when you're doing this. So brand want to you sort of take it away. Where are we starting today? Well, so I guess a higher level thinking of Linkedin for social selling, and Linkedin obviously is used in many different ways for recruiting, for finding jobs, but in social selling there really are four pillars that I like to talk about. The first one is your brand, your professional brand and how you're represented. All the work you do on Linkedin is for nothing if they show up and it's screams, I'm in sales, right because they don't want to talk to you if you're in sales. But if they perceive you as offering value, it changes their mindset. So I like to say you need to convert your profile from resume to resource, that you really need to focus on providing insights that make an impact on your targeted buyers. So that's number one. We can go deeper in that later if we want to. But number two is your network. You were immediate network and new connections and people that you are on the radar of, like people that are viewing your profile, people that are asking you to connect, folks that you've connected to that you've probably been ignoring for years. Right, how do we really engage our network in a way that we get the first that we attract the right people in our network that we really want to have conversations with, and how do we engage with them in conversation that's meaningful to them and actually begins to get them interested in having a conversation with us? So that's number two. Number three...

...is what most people think of when they think of using Linkedin for sales, which is prospecting. How do we use this tool to not just find the right stakeholders in our targeted accounts and companies, but but how do we leverage our network to get warm introductions into them? How do we find commonalities, maybe shared experiences or alumni or just just finding that warm connection to make this new relationship speed up a little faster and be more relevant than it's not just a blanket connection on Linkedin. And then the fourth one, which really, even though I have it as a separate pillar, the essence of it flows throughout the entire process, starting with the brand, is educating. So educating with content thought leadership, so that you are now seen as a subject matter expert. You're attracting, teaching and engaging your potential buyers to you really start to build your credibility, your reputation by offering incredible value and getting them again to want to have conversations with you. So those are really the four pillars perfect well, and I was you sort of as you were going through these four pillars. I was making a couple of notes on my ends because I would like to, you know, since we've since we've got time, to sort of dig in a little bit to each of these pillars, you know, maybe maybe flush out a little bit of actionable advice that we can we can also give our listeners. You know, here's here's a few things that you can take away from today's episode. So, if it's all right with you, I kind of like to start with, you know, number one, talking about talking about your brand on Linkedin and you had mentioned this idea of changing the perception. You know, you had said, okay, child, you know, take it from a resume into a resource. But I...

...guess, I guess for me, the idea of perception, when you say perception, I mean is there a real change or are you just trying to change the way people perceive you? Or is there is there a real change there? I mean perception almost feels like there's not necessarily a an actual change that's going on behind the scenes. You just maybe sort of pulling the wool over someone's eyes. Well, so we never want to do that. Authenticity is foundational to social so period. Right, like there's nothing we want to do that's misleading, however we want it. We do want to come at this from a different perspective than we're used to. We think of Linkedin as our resume, and it doesn't have to be. It really can be a landing page that helps our prospects move closer to our solution through providing insights. So what I mean is like, well, I'll just go through a couple of ideas. So you most sales people, most people on Linkedin, their headline, which is called a headline, is their titling company name. Well, if they're titles account manager, account don't rep VP of business development. Immediately people are going to land on their page, no matter how they got here, whether it's because someone referred them, they read an article you posted, they like to comment that you made. They get there, they see sales, they leave. Now I'm very proud to be in sales and that should definitely be your title. That's what you do. But linkedin very purposeful they calls it a headline. Right. So, so what is a headline? It's really your value proper position. Sometimes, I'll say, if you were on CNN and they were running your et, you know who you were beneath your you know you're talking head what would it be like? Let's think about that. And the other piece, which I love, is you know you want to talk a little bit about who you help and how you help them, just a little like mine is transforming the way professionals grow their business...

...by leveraging linkedin in assence. Right. So I help business professionals. I help them grow their pipeline through using linkedin. So immediately you know whether or not I'm of interest to you. It's also a qualifier. If you're like I am an IT guy who doesn't want any more phone calls with head from anybody, then you're not my prospect, and that's okay. You don't have to hang around very long. So it's also that qualifier, right. The other piece. So we have often I look at people summary and then there their experience or job description and it's almost the same thing. Well, we have an opportunity here to do a few things. In summary, we can provide insights. I actually love to add in summary The challenge that my prospects are facing, because now they read this and they're like, oh, that's me, and then right, and then they ought and then offer like here are some insights that you can do, and I call them vendor agnostic insights. Here are some things you can do, like, even without me right, get them really buying into the value that you bring and then talking about how you work with clients around that, because now you've earned the right for them to care a little bit more about you. Yeah, brand, that is that's a that's a perfect, perfect, I think, breakdown in description of sort of this this very key pillar when it comes to your brand on Linkedin and and I don't want to I don't want to cut it short, but I do want to ask about point number two, when you're talking about engaging your network, and I thought you had some good points, but as you were speaking, I was also thinking to myself, well, what if I don't what if I haven't leveraged linkedin properly and my existing network is not really what I needed to be? Do I have the right network that I'm trying to engage? I mean, how do you is there. Is there a good way to gage that? Yeah, absolutely. So there's a couple of things that you can do. What I tend to move toward is doing...

...a an advanced search of my first degree connections based on the titles that I want to target. So in the Free Linkedin we have to create a search string or billion search and choose first degreek connections. And so you may have, let's say you have two thou first degree connections. If we put the right search string together with the right titles that you want to focus on and we choose the filter of first agreek connections, our two thousand may go down to eighty one. And so then we will see a WHO in our network should we be talking to? And right, right from there, you can message them. So if you have the right plan in place and don't just randomly message, please. But, but that's not to you. That's like to everyone. Don't just go, Oh, look, here are these like have a plan right, has come up with a reason of purpose, add some value to that conversation, make them want to communicate with you. So just but, but that's the first thing. The other option is to export your connections into an excel spreadsheet and an organize them. You get first name, last name, job title, company name and email. So now organize them by job title. They're right like it's in an excel sheet. So you can play around with that and you can start to identify the people that earn your network that you should be talking to. The next question typically is, do I get rid of all the other people? And I say no, don't be hasty. They connected you with for some reason or another, unless there's a reason to disconnect. I don't typically encourage that, but what I do encourage now is to go build the right network the right way. Yep, makes a lot of sense. And pillar number three. We talked a little about prospecting, targeted buyers. You know, do you have? I guess are. There are a couple of key pieces of advice that you could give our listeners in terms of something that they can take back to their company. You know, today, this week, sort of put a strategy...

...in place or maybe some some key tips to make sure that they are performing this properly. Absolutely so. The first thing is you have to really put together a search string that will produce the right list of people and that this can take a good twenty minutes. or a half hour playing around. I have a good blog post I'm happy to share with people that teaches you how to build that. But it's using the oars and knots, parentheses, quotation marks to build out. Like I want someone in marketing or sales that's in a leadership roll, like vp or director. Right, how do I build out that search string so that I get a list of all those? Right? Those people the magic then, and if you have sales navigator with these some it's a very easy process. You don't have to go through the search string, but in the free linkedin. Now the most important piece here, in my opinion, is is the filter. That's called relationships and choosing second degree connections. These are people that you share a connection with and there are lots of ways to leverage that, like asking for introductions from your shared connection. And ultimately, if you were going to do anything else, that is that's the One business development strategy that is really effective, because asking for warm introductions, at getting warm introductions from your shared connections produces significantly more phone calls than any kind of cold calling you could do on Linkedin. Yep, Yep, absolutely. And and this this fourth pillar, educating with content, which I don't think anyone could argue is is not important. I think, you know, we have a lot of people that very intelligent, smart, dynamic guess that we've brought on the show sort of talking about educating with content, and my question you, Brin, is if you have any suggestions then on...

...how to get your content to stand out? If you've sort of if you've gone you know, you talked about this fourth pillar sort of resonating throughout the every every talking point we've mentioned today, educating with content, and there is so much content out there now, there's so much noise. Do you have any things, anything that you do in particular to help make your content specifically stand out to get people to sit up and and pay attention and take notice? So that's a great question. It's really a formula that starts with consistency over time. So let's start with that. So don't expect I write a really good piece of content and it's going to explode in my business. Is going to change. Number two is I'm much more about quant quality over quantity. So you have to make sure that every piece of content that you're putting out there brings value to your perspective. Buyer. The moment you start putting out content that does not help them or move them toward your solution, you're going to start to lose audience. So you may have someone that's like, Oh, the last three bugs are great. Now you open one up and it's a pitch or it's not relevant or it's just noise, that person is not going to open it up. Then at the fifth time they see something right, you can lose people faster. It's like you know word of mouth. The bad word of mouth spreads faster than good word of mouth. It's the same thing with content. If you put out even one really not quality piece of content, you can start to hurt your reputation. So that's really important. The next thing is it's more than just publishing it and sharing it on your news feed once you need to have a strategic plan. I would say the significant portion of my content is read because I share it individually in a welcome message or a connection request. So I might say, Hey,...

Jonathan, I noticed that you're in B tob sales and you've got a podcast. I wanted to share with you a blog post that I wrote how to get more podcast viewers leveraging linkedin. I thought it might be helpful to you. Now that's like so specific to you, but if you am targeting you as a buyer, I mean I've written blogs to get to one prospect, right, yeah, but but now in welcome messages I start to send this. So I have, you know, one blog that has over a hundred thousand views because I send that out in a welcome message. Now I noticed the person I sent it to liked it and commented on it, right, and so now it starts to go out virally over time. But again that's over time. I didn't get a hundred thousand in the first month. It took me two years on that one. But it's an evergreen piece that my prospects love. So so it's really using that way more than just publishing it once and forgetting about it. Now, absolutely brand this has been some fantastic content. I've actually been learning, you know, during the course of this interview, which I think always means that it's going to be a fantastic episode. And I know you could dive deeper into every one of these pillars and unfortunately we just don't have time on today's episode. But if any of our listeners are interested in following up, learning a little bit more, connecting with you, finding out about Van Gresso. What's the best way for them to go about doing that? Well, so, if I could, there's a couple ways. The first one is if you really want to dive into those, that's what we teach in our boot camp. So you can go to Ben Gresso boot camp dot online to learn more about our boot camp, number one. Number two you can connect with me on Linkedin. I'd be honored reach out and if you want, if you're interested in a link to the blog post about how to create the bully in search, let me know in your connection request and I will certainly send that out. That's fantastic brand. Thanks again so much for for carbon some time out of your day to join...

...us on the show. It was a pleasure having you today. Thanks so much. There was a pleasure being here. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. So head over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening, until next time,.

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