You’ve got the trends, you know who you want to target, and you have the demographics figured out: your buyer persona is clear in your mind.
Now it’s time to get a process in place and to start outreaching to your audience.
If you don’t have your audience research done yet, go back to How To Do Market And Competitor Analysis For Your B2B Business.
Here’s a video from the Marketing Automation Network where we talk about this topic with Simon from Northstar Consulting.
— Video Coming Soon —
- Define your prospecting goal and message for your target audience
- Prepare your LinkedIn profile for selling your solutions
- Use LinkedIn’s Advanced Search and Groups, as well as LeadFuze, Prospecting.io, or Klenty to make your audience list.
- Find anyone’s email address and outreach to them via email and IM
- Craft the right messages for your audience and build a compelling call to action
- Close your outreach and convert a prospective client into a lead or a customer
When I was 18, I read Bill Gallagher’s book, Guerrilla Selling, and was fascinated by the strategies of cold calling and techniques for getting a meeting.
To be honest, all of that doesn’t work anymore – this is 2017, not 1992. Cold calling and just popping in to a corporate office is annoying and slow.
We run our businesses online, so we need to embrace online social networks. Business owners are much more flexible working with someone over the Internet, and this opens a new way of doing marketing and sales.
In this chapter, we will be exploring LinkedIn as the main source of prospecting and reaching out to our potential clients.
In the previous chapter, we researched our market and buyer persona, so we now have a clear picture of who our buyer persona is and who we need to target.
Our next chapter will be all about the content we create for your buyer persona, what you should reach out with, and what that value is that you bring to them.
Before we get there, let’s discover how to use LinkedIn for prospecting and outreaching to them via email or IM.
Define The Goals Of Your Prospecting Efforts
Before starting the whole process, ask yourself:
What do you want your prospective client to do after they receive your email?
Do you want to meet with them in person?
Are you offering a free consultation or a free demo?
Do you want to invite them to a webinar? Or do you want to drive them to the latest blog post or guide that you wrote?
Ask yourself: What value do you bring with the email that you want to send out?
And only after you have all the answers can you start your outreaching.
Tailor Your LinkedIn Profile To Your Buyer Persona
Firstly, prepare your LinkedIn profile and use it like a landing page, as this is what all prospective clients are going to see before replying to your messages.
Make the headline talk to your audience and point out who you want to help, what you can help them with, and how you can do it.
You need to tell your audience how you will be able to help them.
See my example below:
Here is another great LinkedIn headline, which answers all 3 of these questions. The person provides tech services, for the SMB market, by being a virtual CIO. All of the most important questions that any potential client might have are answered in just one headline.
Virtual CIO: Providing expert technology services (Information Security, IT Operations, IT Strategy) for the SMB market
TIP Think of your LinkedIn headline as if it were your landing page headline. This means that you need to put in a lot of copywriting effort and constantly polish it up. Test it and see if you get more profile views.
Next is your summary, which is where you want to tell your audience more about your USPs.
My last point would be to make sure that you get a few testimonials onto your profile from co-workers, partners, and clients.
If you want to read more about how to create a more appealing LinkedIn profile, read this INC article full of awesome insights.
LinkedIn Prospecting Hack Using LeadFuze and Klenty
Your LinkedIn profile is updated and you know who you want to target, so it’s now time to start prospecting.
Jump into the video below to see how I do it using LinkedIn prospecting tools likes LeadFuze and Klenty (but there are more tools out there).
— Video coming soon —
LinkedIn Prospecting With LeadFuze
Head over to LeadFuze.com and sign yourself up for a trial account. This tool has been created for 3 purposes: prospecting via LinkedIn, finding emails, and outreach automation.
Awesome TIP: I recommend using F6S.com’s deal for LeadFuze, where you’ll get 500 + 4,000 verified emails with this awesome offer if you pay for at least 1 month. That’s 4,500 verified emails for $250. And you can now use LeadFuze to automate your outreaching. That should be more than enough to boost your prospecting and find new clients.
Now, if you don’t want to pay that money again for the second month, this is how you can leverage LeadFuze (you can do this even after the trial period, there’s no need to even pay for the first month).
I use LeadFuze to perform Boolean searches to find prospective clients fast on LinkedIn.
On LeadFuze, click on “find leads” and start filtering your prospects. As soon as you click on “search for leads”, you’ll get a Google Boolean search.
You can select the role, industry, and location, and you can also exclude particular keywords.
The results you’ll receive will only be LinkedIn profiles.
See the functionality I use below.
As soon as you click on “search for leads”, you’ll get a Boolean search like this:
(“Marketing Manager” OR “Director of Marketing” OR “CMO” OR “Chief Marketing Officer” OR “Vice President of Marketing” OR “VP of Marketing” OR “VP Marketing”) (“Business Supplies and Equipment” OR “Building Materials” OR “Banking” OR “Biotechnology”) -intern, -assistant site:de.linkedin.com/in/ OR site:de.linkedin.com/pub/ -site:de.linkedin.com/pub/dir/ -site:ca.linkedin.com
I have the role, the industry, any keywords to exclude, and the websites to search on.
Great, now you can start adding people to your list of connections. Just make sure that you customise the connection invitation and that you select “friend” when it asks you how you know that contact.
You can do the same by using LinkedIn’s Advanced Search, however, I just find that method longer when I am searching for specific positions in specific countries.
LinkedIn Prospecting With Klenty
Here is what you can do with Klenty’s free account. You can get hundreds of LinkedIn prospects in no time and even export them into an Excel file for free.
Later on, I’ll show you how you can find anyone’s email address.
First of all, install Klenty’s Chrome Extension and start an Advanced Search in LinkedIn.
On the results page, select the locations (cities) you want to target and click on the “prospect all” button.
You’ll import the whole list into Klenty, and then within Klenty, you’ll be able to export it into an Excel file and start finding people’s email addresses so that you can prepare for outreaching.
If you choose to pay for Klenty, you won’t need to export or use any other email outreaching tool, as you can do everything with this tool or connect it with other CRM software.
Make a list of your prospects, segment them based on your customer avatars, and then start your outreaching.
Find Anyone’s Email Address For Free
If you are using any LinkedIn prospecting tools, you’ll easily be able to find your prospects’ email addresses.
To do this, I am using a few free tools. When I have many emails to find though, I outsource it.
Use LeadFuze or Klenty to save time when doing your email prospecting as they have built-in email finders. With the LeadFuze offer available from F6S.com, you’ll get 4,500 verified listed emails for $250.
If you can’t afford LeadFuze or Klenty, here is how to do it manually.
Create an account on Hunter.io, and you’ll get 150 email requests for free (which is not bad).
Now, it is very easy to use it.
Add the free Chrome Extension, go onto any website, and click on the small email hunter logo on your Chrome tab
You can use the same process on any LinkedIn Profile and you’ll get a confidence score too.
Now, just test an email address with Rapportive or FullContact. Install one of the two Chrome Extensions, and go onto Gmail and compose an email. If you’re using Rapportive, on the left, you’ll see all of the social profiles of the recipient if they use the email address you found on a social network.
Personally, I like to use Full Contact. I can just enter the email address and get all of the details about the contact.
I can now connect with my prospective clients on LinkedIn and any other social networking platform, which is a very important step before sending out any emails. You’ll see why in the email outreaching section.
I would recommend outsourcing this task if you have a lot of emails that you need to prospect.