AVANT LinkedIn Strategy and Execution Proposal

Hello Jen and Liz,

Thank you for our on-going conversations on how I can support you and your teams online.  I know that this LinkedIn and digital work spans different orgs, from marketing to sales to HR, and wanted to share this with you both.

As I mentioned, I focus on helping organizations, and the people who make up those organizations, leverage their online presence to move business forward.  That means that sharing the mindsets, skillsets, and toolsets that will help them be successful

I’d love to be a resource for AVANT as you evolve to meet the changing needs of your partners, prospects, and clients.  For me, digital channels like LinkedIn are tools that we can use to engage our connections to build relationships and true business opportunities.

 

 

Reports from McKinsey indicate that the current virtual focus in B2B selling isn’t going away in 2022, with over 75% of buyers thinking that the new virtual engagement is more effective and 89% saying that it will persist beyond 2021.

Improving your team’s online presence has two components: you have to maximize your static presence (Profiles) as well as create and share content that will engage prospects, clients and partners (Engagement).

Digital Presence – Optimizing Profiles:

The place to start is with an online presence that’s clear, defined, and compelling.  Every LinkedIn profile and post adds to the existing digital presence that you are creating through your websites and virtual content.  What does a prospective partner, client, or recruit see when they look at your team online?  Having a focused presence isn’t just about what you want to share, it’s about providing what your prospects, clients, and partners are looking for.

• We work with your marketing team to help with defining “socially-ready” messaging that your employees can bring into their LinkedIn profiles and posts.
• We develop LinkedIn Profile templates that can be used by existing and future team members to align their profiles with the overall organization messages in a way that’s authentic and real.
• Your company Page is solid, and we can also help you revamp that and create a dynamic editorial strategy for regular content.
• We deliver hands-on LinkedIn Profile Optimization.  This scales from 1:1 profile optimization and coaching for execs and key staff through web-based trainings for sales teams, recruiters, technical staff, and other customer facing members of the organization.

Driving Engagement – How to Curate, Post, and Share Content

In addition to creating an optimized presence, LinkedIn is a powerful way to create new opportunities by connecting with others and sharing relevant content.  I call this the “Sales Sherpa” approach, where you position your employees as the go-to resource and guide for their networks. It’s easy to stand out because only 3 million (out of 700+million) LinkedIn users post during the week…and generate over 9 billion impressions.

• We work with your leadership, business development teams, and recruiters on best-practices for sharing content through content curation and sharing internally-developed content.
• We help them find way to build a network of prospects, clients, and centers of influence that is actionable and dynamic.
• While doing this, they also learn ways to make this a part of their daily activity to create and cultivate pipeline, as opposed to just “one more thing” on their already overflowing to-do list.
• They learn how to easily and effectively build a personal brand that has a direct impact on making it easier to bring in more business.

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How We Can Do This for AVANT:

Based on our conversation, there would be a few places we could start. As I shared with you, our approach is very customizable and we can dial into the exact needs you have as far as scope, audience, and topics are concerned.  Each phase is designed to build upon the last so that you are hitting the ground running and creating action throughout the organization.

We can customize the three tiers (messaging development, profile presence optimization, and engagement) based on timing and budgeting.  We can also bring in additional scope (like working with other teams) along the way if necessary.

Phase One: Messaging, Template Development, and Leadership Optimization

• Purpose: Create an organizational Messaging Template with the Marketing/Sales Team and Optimize Leadership Presence.  This is the foundation for creating a unified and engaging organizational presence on LinkedIn
• Deliverables: Completed Messaging and Profile Content Template for the organization, 8 Optimized LinkedIn Profiles for selected leaders (can pull from C-suite, sales, or other customer-facing leadership)
• Process: 2 60-Minute strategy meetings with marketing/messaging leads, follow-up meetings and edits to refine template, 1:1 60-minute coaching calls with each leader, pre-call questionnaire for each leader.
• Investment 15,000 (additional profile optimizations = 500/leader)

Phase 2: Profile and Messaging Optimization for the Team

• Purpose: Guide the full team through profile optimization and updates and give them the tools and guidance for a robust LinkedIn presence
• Deliverables/Process:
  • 90-minute virtual training (open-laptop) where we go through best practices and the template to help attendees optimize their individual profiles.
  • Additional follow-up webinar (60-minutes) 1 week later to answer all attendee questions.
  • All attendees will receive a copy of digital copy of Networking in the 21st Century on LinkedIn.
  • Attendees will receive a digital Certificate of Completion denoting their Optimized LinkedIn Presence
• Investment 7,500

Phase 3: Engagement and Social Selling Skill Enablement

• Purpose: Create engagement by key customer-facing members of the team. The goal is to help them engage with their networks on a regular basis and also share organizational content organically that creates new opportunities and moves existing ones through the pipeline.
• Deliverables/Process:
  • Two (2) 90-minute virtual training (open-laptop) where we go through best practices of engagement on LinkedIn and how to post/amplify content.
    • These are for two different teams – the foundation material is similar but each one is customized to the exact needs to the team (for example: channel, direct, recruiting, etc).
  • Additional follow-up webinar (60-minutes) 1 week later for each group to answer all attendee questions.
  • Attendees will leave with additional templates and editorial calendar to schedule their activity to create, curate, and share organizational content.
  • Attendees will receive a digital Certificate of Completion denoting their training in LinkedIn Engagement and Content
• Investment 7,500