On December 6th, I had the privilege to produce a webinar, not only on a very practical and relevant topic for all business advisors trying to establish and build their practices but also seeing a world-class expert demonstrating his ability to assist a client on the spot. What a great experience!
The recent webinar on How to use your LinkedIn page to double your sales from the best-suited customers with expert panellists Linda Nxusani and Matt Clark, proved highly successful
Linda started us off with a broader look on how to use social media marketing to promote business advisor practices.
Below a few rules to lay the foundation for success:
- Engage with your audience through platforms they are already on.
- Content is Crucial – Plan SMART Goals and Execute
- Customer Loyalty – Build a loyal fan base
- Delight your Customers – Send out industry-specific information and share in achievements of clients
- Monitor and Evaluate activities and progress
Linda furthermore provided guidelines for social media use that would serve anyone well to remember in general communication.
- Sharing vs Overloading – Post information relevant to your audience
- Customer Centric vs Ego-Centric – Post less about what you do and more on topics of interest to the customer
- Planned vs Rushed content – Perfection takes time
- Involve vs Demand– Send out industry-specific information and share in achievements of clients
- Teaching vs Giving – Tutorials
It is crucial to understand the medium/channel used when communicating with prospective clients. Linda provided the following channel perspectives worth noting:
- Facebook – Generate Leads, Brand Awareness, Customer Service, Drive Traffic
- LinkedIn – 4 out of 5 LinkedIn members drive business decisions, 39% of members are senior executives, 28% of members are responsible for managing budgets
- WhatsApp – Preferred channel by consumers, Speed, Sending files, videos and voice notes
- Email Marketing – Use tutorials, company information and industry-specific trends for 2019
Our 1st poll (How often do you update or post to your LinkedIn Page?) showed very low levels of LinkedIn updating by attendees (mostly once or twice a month). Our host observed that it is unclear from the feedback whether attendees merely post or whether they use LinkedIn as a platform to identify people to connect with. Clearly, this area has many opportunities for growth.
Matt Clark, an international expert on LinkedIn, proceeded to share and demonstrate his experience and expertise. Matt recognises that business advising practitioners often feel overwhelmed or overloaded in trying to balance marketing, leveraging various networks and providing clients with sound advice.
Matt observed that many practitioners struggle to maintain and leverage their networks while generating sufficient income to create a sustainable business. Many practitioners are not necessarily extroverts and thus struggle in normal networking scenarios. However, Matt has a proven approach on how business advisors can leverage LinkedIn as their main sales platform.
He provided attendees with a step-by-step guide to achieve LinkedIn success:
Matt highlighted and demonstrated the importance of the following:
Step 1: Get Laser Focused
- Stop focusing on everyone and focus on The One (your client)
- LinkedIn has specific search criteria
- The more focused you are the better it works – who is your client?
- Company headcount
Matt highlighted the importance of leveraging the LinkedIn banner with a clear value proposition. He shared the example of Erasmus Pretorius: Helping privately owned groups of companies save millions in taxes in the next 90 days with proven tax strategies. Erasmus very effectively clarifies his target market, what benefit they will receive and how he will deliver.
Step 2: Your Pickup Line
- STOP being CHEESY and start being IRRESISTIBLE. Stop saying: “you know I’m CEO of ABC Consultants”. The only thing that prospective clients care about is if the consultant can help to solve the problem he is dealing with right now.
- Matt provided a formula for formulating a pick-up line [SA (C + M + T) – P]
- Who Do Your Serve (Client)?
- What Result Can They Expect to Get by Working with You?
- What Metric and Timeline?
- What Pain Do You Take Away?
PULLING IT TOGETHER: I help (ideal client) achieve (results with timeline) through (system or methodology).
Sharing another case study, he illustrated how Andrew Church, owner of a consulting company who had a LinkedIn profile but never used it, applied his (Matt’s) guidelines successfully. By sending one chapter of his digital book to specifically targeted clients, Andrew created 5 appointments with ideal clients and signed one deal of R200k per month for 12 months (R2,4m) within four weeks
Step 3: LinkedIn Makeover
Matt highlighted the two core principles again in doing a LinkedIn makeover using his own “pick-up line as an example. Matt Clark: Helping Business Owners grow their business online
- Move from Ego-Centric Profile to CLIENT CENTRIC SALES PAGE
- Stop Focusing on yourself and start focusing on your client
Matt then demonstrated the principles and his skill by performing a mini makeover on the LinkedIn page of IBASA MD, Dr Andre du Preez. A great demonstration indeed.
The 2nd poll (How often do you use LinkedIn to search for the right connections?) indicated 52% of respondents only use it once or twice a month while 25% never use it specifically for this purpose. LinkedIn is thus still a largely underutilised channel for most business advisors.
On a personal note, it is highly rewarding to work with professionals. They were eager to share their expertise. This webinar offered a great opportunity not only to listen to them but also to experience in what they do in practice. It is clear that they walk the talk.
The main lesson I take away from this webinar is the fact that the age-old principles of marketing communication still apply today. The foundation is that business advisors need to understand their target audience and must be able to identify and understand the chosen communication channels for maximum leverage.
One needs to adapt your message to the target audience and the chosen communication channel. LinkedIn is a very specific specialized channel requiring specific techniques (one does not simply take the copy used for a TV ad and apply it as is to a magazine ad). The same principle applies here. The core message must be the same, but the message and packaging must be adapted to best suit the channel and platform of communication.
You can connect with Matt to view his training courses at <thevirtualedge>.
The next IBASA-EPI Webinar, scheduled for 24 January 2019, will cover the important subject: “Key questions to ask your small business clients when they look for funding.”
Click <HERE> to register for the next CPD webinar.
View a recording of the previous webinar by clicking <HERE>.