Hello Tom and Team,
I appreciate your openness about the opportunities you see for the Technical Partners Group to take advantage of LinkedIn and social to build more, better, and stronger relationships in 2022.
I can help the TPG team as you integrate LinkedIn and digital engagement into your already industry-leading sales relationships with prospects, clients, and manufacturers. For me, digital channels like LinkedIn are tools that we can use to engage our connections to augment our other sales channels and build true business opportunities.
Reports from McKinsey & Co. indicate that the current virtual focus in B2B selling isn’t going away in 2022, with over 2/3 of buyers wanting to continue with digital communication.
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. Even if someone doesn’t spend much time online, 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 work with your team to help with develop and write “socially-ready” messaging that your employees can bring into their LinkedIn profiles and posts.
- We develop a LinkedIn Profile template 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.
- We share guidance on how to build your Company Page.
- We deliver hands-on LinkedIn Profile Optimization. This scales from 1:1 profile optimization and coaching for leaders through web-based trainings for the rest 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 team 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.
How We Do This:
Based on our conversation, there would be a few places we could start. As I shared with you, 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 from the very beginning.
We can customize the three tiers (messaging development, profile presence optimization, and engagement) based on timing and budgeting.
Phase 1: Messaging, Template Development, and Leadership Optimization
- Purpose: Create an organizational Messaging Template with the Marketing/Sales Team and Optimize Leadership Presence.
- Deliverables/Process:
- Completed Messaging and Profile Content Template for the organization
- Two 60-Minute strategy meetings with marketing/messaging leads
- Follow-up meetings and edits to refine template until it reflects marketing and leaderships needs
- Review of LinkedIn Company Page and Suggested Revisions
- One 1:1 60-minute profile optimizations for selected leader (probably Tom)
Phase 2: Profile and Messaging Optimization for the Team
- Purpose: Guide the team through profile optimization and updates and give them the tools and guidance as they create 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) within 2 weeks of initial session to review profile changes and answer all attendee questions.
- All attendees will receive a digital copy of Networking in the 21st Century on LinkedIn.
- Attendees will receive a digital Certificate of Completion denoting their Optimized LinkedIn Presence
Phase 3: Engagement and Social Selling Enablement
- Purpose: Create engagement with prospects, partners, and customers. The goal is to help the team 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:
- 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 (60-minutes) within 2 weeks of initial session to review profile changes and 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 LinkedIn Engagement Training
Investment:
$7,500
Includes the LinkedIn Profile Optimization Template, Company Page Review, 1:1 Profile Coaching for Tom, 2 Presence Webinars, 2 Engagement Webinars, Participant Copies of Networking in the 21st Century on LinkedIn, and Completion Certificates