So you want to learn how to generate new business from LinkedIn?
You’re an accountant or advisory business who works with business owners and you know that you need to be better leveraging the Platform.
With over 600 million users, LinkedIn is an essential tool for accounting firm lead generation.
Accountants and Advisers often get so overwhelmed when it comes to LinkedIn and lead generation but they really don’t need to. In this article I cover in detail exactly how you can very quickly optimise your profile and get started generating new leads for your business TODAY!
OPTIMISE YOUR LINKEDIN PROFILE
Optimising your profile on LinkedIn can be a real art but this needn’t stop you from altering what you have now, and making a start on your LinkedIn lead generation.
The more niche or targeted you can be with your offering or value proposition the better, as this will increase the likelihood of conversion. The more specific a solution is, the more impact it will have on that target market. The best way to find out is to make a start and see what kind of engagement you get (otherwise feel free to send me a message and I’d be happy to share my thoughts).
OPTIMISING YOUR TAGLINE
First of all, your tagline needs to be captivating enough that it convinces people to click on your profile and learn more about you.
There’s is no one right answer but a common framework (that you will likely see everywhere now you know it) is the following.
I help ________ to _________ by __________
To put it into context my tagline is “I help accounting and advisory businesses generate high quality appointments with their ideal clients in 30 days or less”.
Its pretty obvious what I do and who I help straight away from reading this and enticing enough to get those in need of my services to want to read more.
So have a think about the core problems or pain paints that your practice solves and how you can phrase it as ‘I help SOMEONE to ACHIEVE SOMETHING by DOING SOMETHING.
If your practice provides lots of different services then pick the one thing that adds the most value in your business and focus on that. If you try to push too many things at once it weakens your message and makes you look like a generalist not a specialist.
OPTIMISING YOUR PROFILE COPY
So once you optimised your tagline and people are now reading your profile you will want to make sure that your profile copy is optimised to convert.
When I say convert, I mean, what one action do you want people to take once they have read your profile?
- Send you a message?
- Book a consultation?
- Attend a seminar?
- Go to your website?
Think hard about what you want people to do when they come across your profile and make sure the copy (i.e. the words written in your profile) leads into that.
Remember to focus more on what you can do for people and what specific problem you solve. Focus on this more so than what qualifications you have.
You need to understand that PEOPLE DON’T CARE ABOUT YOU. Not yet any way.
All they care about is what’s in it for them should they connect and engage with you so think about that when writing your copy. Here are a few thought provoking ideas to start thinking about ‘what’s in it for them’ should they decide to work with you:
- How much TIME is working with you going to SAVE them?
- How much MONEY will they MAKE or SAVE by working with you?
- How much MONEY have they ALREADY LOST by not working with you?
- What EMOTIONAL ANXIETY will be overcome if they move forward to work with you?
Talk about your results, not your experience. You need to connect the dots as to how you are going to help your target client. If you are still having trouble coming up with something then use this template below as a starting point:
PROBLEM – Lead in with the problem people are facing (see thought provoking questions above).
WHAT I/WE DO – Brief explanation about your services generally as a solution to the above problem.
WHY/HOW IT WORKS – Brief explanation of how/why your product/service works.
WHAT PEOPLE ARE SAYING – What results are you getting/can people expect?
CALL TO ACTION – What action do you want the reader to take?
Good copy is the foundation of all online marketing. Your focus should be to write good enticing copy that resinates with your target market, talks about their pain points that you solve and gives them a reason to get in contact with you.
Let’s face it, all the theory in the world can’t beat real world examples. I’ve included some great examples below to reference and help you with your journey (note: these profiles may have changed since time of writing this article):
OPTIMISING YOUR PROFILE PICTURE
Make sure you have a picture of your face on your profile, not a logo. People do business with people, not with logos. You wouldn’t present a seminar or turn up to a networking event with a bag on your head.
Make sure you are smiling and look as approachable as possible. The image doesn’t have to be a professional head shot (smart phones take amazing photos these days) but by the same token you don’t want to be portraying ‘amateur’.
PREPARE YOUR OUTREACH SCRIPTS
Having scripts does not mean that you treat everyone the same and spam the hell out of them. What it does mean is that you have a structured and proven framework with which to base your messaging on so that you:
- Move fast and effectively; and
- Leverage proven systems and don’t waste time reinventing the wheel.
I’ve included below one such framework that yields great results. It’s important to not come across sleazy, spammy or salesy but instead professional and that you are genuinely looking to add value to the people you are connecting with.
Once again the more tailored it is to the target market the more likely it will be to convert.
SCRIPT MESSAGE STRUCTURE
Message 1 – Custom Connection Request
Message 2 – Thanks for connecting and asking if they would like your article/case study/attend webinar (Send to them if they say yes)
Message 3 – Reiterate the value of the article/case study/attend webinar (if they didn’t reply)
Message 4 – Send a meeting request
START CONNECTING AND CONVERSATION
So once you got everthing above sorted out then you are ready to start connecting and having those conversations.
You want at least 20% of the connection requests you send out to be accepting. Much less than that, then you may want to consider how salesy/spammy you are coming across in your messages and profile. Of course this is just a rule of thumb and may vary depending upon the exact type of industry / client you’re going after.
You don’t need to have a paid subscription service to LinkedIn to start searching for or connecting with your ideal clients. The paid services are amazing and provide far more functionality in terms of filtering down on your ideal client and saving lists of leads. However they are not necessary to get started.
LinkedIn standard account already provides some great filter functionality with the filtering options and allows you to send a number of connection requests to 1st, 2nd and 3rd degree contacts each day.
MANAGE, MEASURE AND COMMIT
Whilst this all sounds fairly simple it grows quick and managing the hundreds of connection requests and leads can quickly get out of hand.
Whilst there are a number of CRMs that connect with LinkedIn I’ve found that the simplest way and that provides the most flexibility and control is with a good old fashioned Microsoft Excel spreadsheet.
Using a spreadsheet is a great way to manage your leads and see who to follow up on.
Remember not to get bogged down in the technicalities and just get moving, start connecting and start those value adding conversations.
Remember that you won’t be an expert over night. If you are willing to commit to this, learn from your mistakes and put in the time then you are sure to see results.
You may not even get it right to begin with but remember to measure everything you do and continuously adjust, measure, react, repeat!
We’ve recently put together a short training video which covers how to take the above principles to the next level and consistently get highly-qualified appointments with key decision makers for any professional services based business.
If you are ready to take your lead generation results on LinkedIn to the next level, click on the button below to check out our free training.