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 weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run outof content ideas again. Learn more at sweet fish Mediacom. You're listening tothe be tob growth show, a podcast dedicated to helping be to be executivesachieve 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 atVan Gresso. Bren. Welcome to the show, Jonathan. Thanks somuch 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 sometime out of your schedule. We actually very recently got a chance to interviewMario Martinez Junior from Van Gresso also on the show, so it's great tohave another member of his spectacular team come on and and sort of share yourwisdom 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 businessdevelopment. But before we get into today's topic, maybe you can tell ourlisteners a little about what you and the Evan Gresso team or up to thesedays. Oh sure. So, Ben Gressi was a digital sales transformation companyand our goal really is to help sales and marketing teams truly leverage digital andsocial 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 andsoon to launch our online learning. So it's been really exciting and working withMario 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 towhen you do launch those online courses. But in the meantime we get achance, then, today to sort of pick your brain, you know,share your expertise again with our listeners. Were to be talking about using Linkedinfor business development, sort of the four things that you need to keep inmind when you're doing this. So brand want to you sort of take itaway. Where are we starting today? Well, so I guess a higherlevel thinking of Linkedin for social selling, and Linkedin obviously is used in manydifferent ways for recruiting, for finding jobs, but in social selling there really arefour pillars that I like to talk about. The first one is yourbrand, your professional brand and how you're represented. All the work you doon Linkedin is for nothing if they show up and it's screams, I'm insales, 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 onyour targeted buyers. So that's number one. We can go deeper in that laterif we want to. But number two is your network. You wereimmediate 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 thefirst that we attract the right people in our network that we really want tohave conversations with, and how do we engage with them in conversation that's meaningfulto 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 whenthey think of using Linkedin for sales, which is prospecting. How do weuse this tool to not just find the right stakeholders in our targeted accounts andcompanies, but but how do we leverage our network to get warm introductions intothem? How do we find commonalities, maybe shared experiences or alumni or justjust finding that warm connection to make this new relationship speed up a little fasterand be more relevant than it's not just a blanket connection on Linkedin. Andthen the fourth one, which really, even though I have it as aseparate pillar, the essence of it flows throughout the entire process, starting withthe brand, is educating. So educating with content thought leadership, so thatyou are now seen as a subject matter expert. You're attracting, teaching andengaging your potential buyers to you really start to build your credibility, your reputationby 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 yousort of as you were going through these four pillars. I was making acouple 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 bitto each of these pillars, you know, maybe maybe flush out a little bitof actionable advice that we can we can also give our listeners. Youknow, 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 tostart with, you know, number one, talking about talking about your brand onLinkedin and you had mentioned this idea of changing the perception. You know, you had said, okay, child, you know, take it from aresume into a resource. But I...

...guess, I guess for me,the idea of perception, when you say perception, I mean is there areal 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 feelslike 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, sowe 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 wantit. We do want to come at this from a different perspective than we'reused to. We think of Linkedin as our resume, and it doesn't haveto be. It really can be a landing page that helps our prospects movecloser 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 salespeople, most people on Linkedin, their headline, which is called a headline, is their titling company name. Well, if they're titles account manager, accountdon't rep VP of business development. Immediately people are going to land ontheir page, no matter how they got here, whether it's because someone referredthem, they read an article you posted, they like to comment that you made. They get there, they see sales, they leave. Now I'mvery proud to be in sales and that should definitely be your title. That'swhat 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 runningyour et, you know who you were beneath your you know you're talking headwhat 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 bitabout who you help and how you help them, just a little like mineis 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 usinglinkedin. 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'twant 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. Soit's also that qualifier, right. The other piece. So we have oftenI look at people summary and then there their experience or job description and it'salmost the same thing. Well, we have an opportunity here to do afew things. In summary, we can provide insights. I actually love toadd in summary The challenge that my prospects are facing, because now they readthis and they're like, oh, that's me, and then right, andthen 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 valuethat 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 moreabout you. Yeah, brand, that is that's a that's a perfect,perfect, I think, breakdown in description of sort of this this very keypillar when it comes to your brand on Linkedin and and I don't want toI don't want to cut it short, but I do want to ask aboutpoint number two, when you're talking about engaging your network, and I thoughtyou 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 leveragedlinkedin 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 firstdegree connections based on the titles that I want to target. So in theFree Linkedin we have to create a search string or billion search and choose firstdegreek connections. And so you may have, let's say you have two thou firstdegree connections. If we put the right search string together with the righttitles that you want to focus on and we choose the filter of first agreekconnections, our two thousand may go down to eighty one. And so thenwe will see a WHO in our network should we be talking to? Andright, right from there, you can message them. So if you havethe 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 comeup with a reason of purpose, add some value to that conversation, makethem want to communicate with you. So just but, but that's the firstthing. The other option is to export your connections into an excel spreadsheet andan organize them. You get first name, last name, job title, companyname and email. So now organize them by job title. They're rightlike it's in an excel sheet. So you can play around with that andyou can start to identify the people that earn your network that you should betalking to. The next question typically is, do I get rid of all theother people? And I say no, don't be hasty. They connected youwith 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 gobuild 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 acouple of key pieces of advice that you could give our listeners in terms ofsomething that they can take back to their company. You know, today,this week, sort of put a strategy...

...in place or maybe some some keytips to make sure that they are performing this properly. Absolutely so. Thefirst thing is you have to really put together a search string that will producethe 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 happyto share with people that teaches you how to build that. But it's usingthe oars and knots, parentheses, quotation marks to build out. Like Iwant someone in marketing or sales that's in a leadership roll, like vp ordirector. Right, how do I build out that search string so that Iget a list of all those? Right? Those people the magic then, andif 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 thefilter. That's called relationships and choosing second degree connections. These are people thatyou 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 goingto do anything else, that is that's the One business development strategy thatis really effective, because asking for warm introductions, at getting warm introductions fromyour shared connections produces significantly more phone calls than any kind of cold calling youcould do on Linkedin. Yep, Yep, absolutely. And and this this fourthpillar, educating with content, which I don't think anyone could argue isis not important. I think, you know, we have a lot ofpeople that very intelligent, smart, dynamic guess that we've brought on the showsort 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 standout? If you've sort of if you've gone you know, you talked aboutthis 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 doin particular to help make your content specifically stand out to get people to situp and and pay attention and take notice? So that's a great question. It'sreally a formula that starts with consistency over time. So let's start withthat. So don't expect I write a really good piece of content and it'sgoing to explode in my business. Is going to change. Number two isI'm much more about quant quality over quantity. So you have to make sure thatevery 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 themor 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 aregreat. Now you open one up and it's a pitch or it's not relevantor 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 fasterthan good word of mouth. It's the same thing with content. Ifyou put out even one really not quality piece of content, you can startto hurt your reputation. So that's really important. The next thing is it'smore than just publishing it and sharing it on your news feed once you needto have a strategic plan. I would say the significant portion of my contentis 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 inB tob sales and you've got a podcast. I wanted to share with you ablog 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'vewritten blogs to get to one prospect, right, yeah, but but nowin 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 outin a welcome message. Now I noticed the person I sent it to likedit and commented on it, right, and so now it starts to goout virally over time. But again that's over time. I didn't get ahundred 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 reallyusing 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 meansthat it's going to be a fantastic episode. And I know you could dive deeperinto every one of these pillars and unfortunately we just don't have time ontoday'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 isif you really want to dive into those, that's what we teach in our bootcamp. So you can go to Ben Gresso boot camp dot online tolearn more about our boot camp, number one. Number two you can connectwith 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 thebully in search, let me know in your connection request and I will certainlysend that out. That's fantastic brand. Thanks again so much for for carbonsome time out of your day to join...

...us on the show. It wasa pleasure having you today. Thanks so much. There was a pleasure beinghere. If you're a BEDB marketer, we want to feature you on siteslike the Huffington post social media examiner and chief marketer. Every week we sendthat a question related to be to be marketing. We use the responses tothose questions to fuel the content we write for really popular websites. So headover to sweet fish Mediacom slash questions and sign up today. Thank you somuch for listening, until next time,.

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