Hello Slava, Vera, and Steve,
Happy 2021! Thank you for our conversation last week – I hope you had a great New Year’s celebration.
As I mentioned, I focus on helping organizations, and the people who make up those organizations, leverage their online presence to move business forward.
I’d love to be a resource for Forte as you evolve to meet the changing needs of your prospects, clients, and partners. For me, digital channels like LinkedIn are tools that we can use to engage our connections to build relationships and build true business opportunities.
Improving your 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.
Digital Presence – Optimizing Profiles:
The place to start is with an online presence that’s clear, defined, and compelling. Even if you are doing a lot of social business, having a good presence is table stakes – because it’s not about what you want to share, it’s about what your prospects, clients, and partners are looking for.
- We can work with your marketing team to help with defining “socially-ready” messaging that your employees can bring into their LinkedIn profiles and posts.
- We also develop Profile templates that can be used to help existing and new team members align their profiles with the overall organization.
- Your company Page is solid, but can also help you revamp that and create a dynamic strategy for regular content.
- Then we deliver hands-on LinkedIn Profile Optimization. This scales from 1:1 writing and coaching for execs and key staff through web-based trainings for sales teams 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.
- Work with your leadership, business development team, and recruiters on best-practices for sharing content.
- Look at ways to build a network of prospects, clients, and centers of influence
- Share ways for marketing to create short-term business and opens up the option for long-term engagement.
How We Do This:
Based on our conversation, there would be a few places we could start. As we talked about, my 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. We can customize the three tiers (messaging development, profile presence optimization, and engagement) based on timing and budgeting. And 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: Get the Messaging Template Developed with the Marketing/Revenue Team and Optimize Leadership Presence
- Deliverables: Completed Messaging and Profile Content Template for the organization, 5 Optimized LinkedIn Profiles for selected leaders
- Process: 2 60-Minute strategy meetings with marketing/messaging leads, follow-up edits to template, 1:1 60-minute coaching calls with each leader, short pre-call questionnaire for each leader (5-10 minutes)
- Investment 3,750 (additional profile optimizations=500/leader)
(One-on-One LinkedIn Coaching can be run concurrently for any leaders who want it. This is a 4-month program involving 6, 45-minute sessions where we map out a content strategy and hold the leader accountable to engaging on LinkedIn. Investment 2,500)
Phase 2: Profile and Messaging Optimization for the Team
- Purpose: Get the global team comfortable with updating their profile and give them the tools, guidance, and accountability to that.
- 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 1 week later to answer all attendee questions.
- Attendees also get a copy of Networking in the 21st Century on LinkedIn.
- Investment 2,500
Phase 3: Engagement and Social Selling 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.
- Deliverables/Process:
- 90-minute virtual training (open-laptop) where we go through best practices of engagement on LinkedIn and how to post/amplify content.
- Additional follow-up webinar 1 week later to answer all attendee questions.
- Attendees will leave with templates and editorial calendar to schedule their activity and post create, curate, and share organizational content.
- Investment 2,500