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 withoriginal content, weaken and weak out start a bondcast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again, learn more at sweetfish media Dolcom, you're, listening to the be Ta, begrowth, show a potcast dedicated to help him be to be executive, achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carburry andI'm Jonathan Green. Let's get into the show welloe back to the bee to be Grocho.Today we are joined by Bren Tillman Bren is the chief learning officer atVingresso, Bren welcomed to the show Jonathan thanks. So much for having meI'm thrilled to be here, it's great, it's a privilege to have you on theshow. Thank you for taking some time out of your schedule. We actually veryrecently got a chance to interview Mario Martinis Junior, O Vengresso,also on the show, so it's great to have another member of of his spectacularteam come on and and sort of share your wisdom with our listeners today. We'reACTUALLG me talking about this idea of yea what what you need to know whenyou're using Lincdon for business development, but before we get intotoday's topic, maybe you can tell our listeners a little about what you andthe Ingresso team are up to these days. Oh sure, so, Um Vangress was a digitalsales transformation company and our goal really is to help sales andmarketing teams truly leverage, digital and social h to grow their pipeline,reduce their syl cycle and close more business, and we do that through ourpublic boot camps and private courses and classes and soon to launch our ouronline learning. So it's been really exciting and working with Mario and theteam is just absolutely fantastic. I really really lucky and blessed that'sgreat, that's great and we'll be we'll...

...be looking forward to when you dolaunch those h online courses, but in the meantime we get a chance. Then,today, to sort of pick your brain, you know, share your experts again with ourlisteners. WERN' be talking about using Lincon for business development, sortof the four things that you need to keep in mind when you're doing this, sobran Wan a you sort of take it away. Where are we starting today? Well, so Iguess a higher level, thinking of Lincoln for social selling and Lincoln,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'rerepresented all the work you do on Lindin is for nothing if they show upand it screams I'm in sals. They don't want to talk to you ifyou're in sales, but if they perceive you as offering value it changes theirmindset. So I like to say you need to convert your profile from resume toresource, but you really need to focus on providing insights that make animpact on your targeted buyer. So that's number one. We can go deeper inthat later. If we want to. But number two is your network. You were immediatenetwork and new connections and people that you are on the radarob, like peoplethat are viewing your profile, peop that are asking you to connect folksthat 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 weattract the right people in our network that we really want to haveconversations with, and how do we engage with them in conversation?That's meaningful to them and actually begins to get them interested in havinga conversation with us. So that's...

...number two number three is what mostpeople think of when they think of using Linton for sales, which isprospecting. How do we use this tool to not just find the right stake holdersin our targeted accounts and companies? But how do we leverage our network toget warm introductions into them? How do we find commonalities, maybe sharedexperiences or alumni, or I'm just just finding that warm connection to makethis new relationship beat up a little faster and be more relevant than it's not justa blanket connection on Lingdon and then the fourth one which really, eventhough I have it as a separate pillar, the essence of it flows throughout theentire process, starting with t e 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 h potential buyers to. You really startto build your credibility, your reputation by offering incredible valueand getting them again to want to have conversations with you. So those arereally the four pillars perfect well and I was sort of as you were goingthrough these four pillars. I was making a couple of notes on my end'cause. I would like to you know since w'e, since we've got time sort of digin a little bit to each of these pillars. You know maybe maybe flush outa little bit of action, a Bal advice that we can. We can also give ourlisseners you know here is there's a few things that you can take away fromtoday's episodes. So if it's all right with you ID Kinda like to start with,you know number one talking about talking about your brand on Linton andyou had mentione this idea of changing the perception you know. Y. U you hadsaid: Okay, you know, take it from a resume into a resource, but I guess Iguess for me the idea of perception...

...when you say perception, I mean, isthere a real change, or are you just trying to change the way peopleperceive you or is there? Is there a real change there I mean perceptionalmost feels like there's, not necessarily a an actual change. That'sgoing on behind the scenes. You just maybe sort of pulling the wool oversomeone's eyes. Well, so we never want to do that authenticity foundational tosocial, so period right like there's, nothing. We want to do that'smisleading. However, we want. We do want to come at this from a differentperspective than we're used to we think of Lincedon as our resume and itdoesn'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 islike will just go through a couple of of ideas, so you most sails people mostpeople anlinked in their headline, which is called a headline, is theirtitl and company name. Well, if theire titles Account Manager Account rapv Pof business development immediately, people are going to land on their page,no matter how they got here, whether it's 'cause someone referred them. Theyread an article, you posted they like te comment that you made they get there.They see sales, they leave now, I'm very proud to be in sales, and thatshould definitely be your title. That's what you do, but linked in verypurposefuly calls it a headline right. So so what is a headline? It's reallyyour value, proposisition, sometimes I'll say if you were on CNN and theywere running your e, who you were beneath your you know your talking head.What would it be like l? Let's think about that, the other piece which Ilove is you know you want to talk a little bit about who you help and howyou help them. Just a little like mine...

...is transforming the way. Professionalsgrow their business by leveraging Lington in essence right. So I helpbusiness professionals. I help them grow their pipeline through usingLinton. 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 anymore phone calls withthat from anybody, then you're not my prospect and that'sokay. You don't have to hang around very long, so it's also that QualifyRight, the other pee. So we have often I look at people summary and then thertheir experience or job description and it's almost the same thing. Well, wehave an opportunity here to do a few things. In summary, we can provideinsights. I actually love to add in summary, the challenge that myprospects are facing 'cause now they read this and they're like Oh, that'sme and then right and then they a and then offer like here are some insightsthat you can do, and I call them vendaagnostic insights here are somethings you can do like even without me right get them really buying into the value that youbring and then talking about how you work with clients around that 'cause.Now you've earned the right for them to care a little bit more about you y.bring that that's a that's a perfect perfect. I think breakdown indescription of sort of this, this very key pillar. When it comes to your brandon Linton- and I don't Wanta, I don't want to cut it short, but I do want toask 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 alsothinking to myself. Well, what? If I don't? What if I haven't leveragedlinked in properly and my existing network is not really what I need it tobe. Do I have the right network that I'm trying to engage? I mean. How doyou is there? Is there a good way to gauge that yeah? Absolutely so, there'sa couple of things that you can do what I tend to move toward is doing a anadvance search of my first degree...

...connections based on the titles that Iwant Ta Target. So in in Freelington we have to createa search string or a bullion search and she's first degree connections, and soyou may have let's say you have two thousand first degree connections if weput the right search, drwing together with the right titles that you want tofocus on and we choose the filter of first degree, t connections, our twothousand may go down to eighty one, and so then we will see who, in our networkshould we be talking to and right right from there. You can message them. So ifyou have the right plan in place and don't just randomly message- please butBu- that's not to you! That's like to everyone. Don't just go ooh! Look here.Are these like? Have a plan right, half come up with a reason, a purpose. Addsome value to that conversation. Make them want to communicate with you. Sojust but but that's the first thing. The other option is to export yourconnections into an excel spread sheet and and organize them. You get firstname last name, job, title company, name and email. So now organize them byjob title there right like it's in an excel sheet, so you can play aroundwith that and you can start to identify the people that ar in your network thatyou should be talking to the next question typically is: Do I get rid ofall the other people? And I say no don't be hasty, they connected you withfor some reason or another unless there's a reason to disconnect. I don'ttypically encourage that, but what I do encourage now is to go build the rightnetwork. The right way. Yep makes a lot of sense and pillar number three. We wetalked a little about prospecting, targetd buyers, you know, do you have,I guess: Are there a couple of key pieces of advice that you could giveour listeners in terms of something that they can take back to theircompany? You know today, this week sort of put a a strategy in place, or maybesome 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 peopleand 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 howto build that, but it's using the oars ands knots parentheses quotation marksto build out like I want someon in marketing or sails that's in aleadership role like vp or director r. How do I build out that search stringso that I get a list of all those r those people the Magic? Then? And ifyou have sale navigator, it's a very easy process. You don'thave to go through the search tring, but in the freelingin now. The mostimportant piece here, in my opinion is, is the filter, that's calledrelationships and choosing second degree connections. These are peoplethat 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 doanything else, that is that's the One business development strategy that isreally effective because asking for warm introductions are getting warmintroductions from your shared connections, produces significantlymore phone calls than any kind of cold calling. You could do on Linton, 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 knowwe have a lot of people that Um very intelligent, smart, dynamic, guess thatwe've brought on the show sort of talking about educating with content,and my question to you Brend is, if you have any h suggestion then on how toget your content to stand out if you've...

...sort of if you've gone, Ou know y. Youtalked about this fourth pillar sort of resognating throughout the every everytalking point we've mentioned today, educating, movs and- and there is somuch content out there now there's so much noise. Do you have any thingsananything that you do in particular to help make your content specificallystand out to get people to sit up and and pay attention and take notice? Sothat's a great question: it. It's really a formula m that starts withconsistency. overtimes, let's start with that, so don't expect. I write areally good piece of content and it's going to explode and my business isgoing to change. Number two: Is I'm much more obout QUAquality over quantity? So you have to make sure that every piece of contentthat you are putting out there brings value to your perspective. Buyer themoment you start putting out content that does not help them or move themtoward your solution. You'RE GOING NTO start to lose audience, so you may havesomeone. That's like ooh, the last three bucks ore. Great. Now you openone up and it's a pitch or it's not relevant, or it's just noise thatperson's not going to open it up. Then the fifth time they see something t youcan lose people faster. It's like you know, word of mouth. The bad word ofmouth 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 startto hurt your reputation. So that's really important. The next thing isit's more than just publishing it and sharing it on your news feed. Once youneed to have a strategic plan, I would say the significant portion of mycontent is read because I share it individually in a welcome message or aconnection request. So I might say, Hey...

Jonathan: I noticed that you're in beto be sales and you've got a potcast. I wanted to share with you a blockpostthat I wrote had to get more PO CAS viewers leveraging Lington. I thoughtit might be helpful to you now. That's like so specific to you,but if you'm targeting you as a buyer, I mean I've written blogs to get to oneprospect right, but but now in welcome messages. I start to send this. So Ihave you know one blocg that has over a hundred thousand views because the sendthat out in a welcome message now I noticed the person they sent Tou tooliked it and commented on it right and so now it starts to go out virally overtime, but again that's overtime. I didn't get a hundred thousand in thefirst month. It took me two years on that one, but it's an evergreen piecethat my prospects love. So so it's really using that way more than just publishing it onceand and forgetting about it, no absolutely Bren. This has been h, somefantastic content. I I've actually been learning. You know during the course ofthis interview, which I think always means that it's going to be a fantasticepisode, and I know you could dive deeper into every one of these pillarsand unfortunately we just don't have time on today's episode, but if any ofour listeners are interested in following up learning a little bit moreconnecting with you finding out about Vingresso what what's the best way forthem to go about doing that? Well, so I, if I could, there's a couple of waysthe first one is: If you really want to dive into those w, that's what we teachin our boot camps, you can go to Vengrasso boot camp dot online to learnmore about our Bo camp number. One number two can connect with me onLincoln I'd be honored reach out, and if you want, if you're interested in alink to the Blod post about how to create the Bullian search, let me knowin your connection request- and I will certainly send that out- that'sfantasistic bran thanks againt, so much for for Cartmont some time out of yourday to join us on the show. It was a...

...pleasure having o today. Oh thank somuch Jon. There was a pleasure being here, ifyou're a bauby marketer. We want tofeature you on sites like the Hufpington Post, social media, examineearth and chief marketer. Every week we seen thot a question really to be to bemarketing. We use the responses to those questions to feel the content. Wewrite for really popular websites so head over to sweetdish, mede com, slashquestions and sign up today. Thank you so much for listening until next time.

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