3 Marketers Podcast

Find Your Dream Clients On LinkedIn With Janine Esbrand [Episode 41]

3 MARKETERS PODCAST - JANINE ESBRAND

LinkedIn has always been known as the social media platform for professionals and the place to be if you're looking for opportunities and business growth.

But, if you've ever signed up to LinkedIn then you'll already know that it's a platform that you either love or simply just don't understand.

What if we told you that LinkedIn is actually the best place to find your ideal clients and forge long-lasting and profitable business relationships…and it really is easier than you ever thought possible!

Here to dish the details on how a simple LinkedIn strategy can land you your dream clients is LinkedIn expert, Janine Esbrand…

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HOW TO FIND CONNECTIONS ON LINKEDIN
  • It’s good to have lots of connections on LinkedIn but if you want to use it as a platform to connect with your ideal client, then you need to think about who that person is.
  • Once you’ve figured out who your ideal client is then LinkedIn is an amazing platform which allows you to find those people.
  • As a database it has so much information about people, you can see their job history, job titles and backgrounds. So, if you know who you’re looking for you can easily find a list of those people on LinkedIn.
  • You can search for people based on job title and then filter it on location, gender, age range and so much more. You can really drill down to find the person you’re looking for and then you can connect with them.
WHAT TYPE OF CONTENT SHOULD YOU POST ON LINKEDIN
  • It is true that LinkedIn is more professional that some of the other social networks, but that doesn’t necessarily mean that you have to be corporate or not very personal.
  • When you’re posting content on LinkedIn you should still be using the general marketing principles of mixing up your content, sharing content about you as well as promoting what you do, but also information that is going to be useful to your audience.
  • Once you know who your ideal client is, and you’ve made some connections you can start sharing articles and information that they will find useful and then you start becoming an authority figure in that space.
  • Within that you can then be sharing promotions and information about what you’re doing in your business, such as events you’re attending. Then you’ll also start being seen as someone who is out and about in that space.
HOW TO FIND NEW CLIENTS ON LINKEDIN
  • It’s definitely not the case that you just want to go straight in and start selling your stuff to somebody, people will just get annoyed.
  • What you really want to do is use the features on the platform to help you in terms of finding a way to connect with the person you want to connect with.
  • For example, you can see where people went to school or university, places they’ve worked before and their interests, so if you identify someone that you’d like to work with then you can go on their profile and find something that you’ve got in common.
  • Once you’ve found some common ground you can reach out top them and use that as a conversation starter.
  • You can also see someone’s recent activity on LinkedIn such as articles and posts that they’ve recently liked. If you see that someone has been interacting with lots of content on one topic then you can bring that up as a conversation starter.
  • You want to start a connection by trying to be useful and helpful to someone but also showing that you’re paying attention. People like to know that you’ve taken the time to pay attention to them.
  • It’s a bit of a longer game but once you get a good conversation going you can then suggest a call and from there you can progress from there and maybe sell to them if it’s appropriate.
SHOULD I USE LINKEDIN FOR BUSINESS
  • I think if you’re trying to fill lower value spaces on a course or lower priced products then you might want to focus on email marketing rather than LinkedIn.
  • I think this works best for people who are selling higher level coaching packages or higher priced products and services.
HOW MUCH TIME DO YOU NEED TO SPEND ON LINKEDIN
  • You have to spend some time upfront just getting your profile in order, making sure your headline is good so that people can find you and that your summary section and experience is completed.
  • Once you’ve spent a few hours on the front end just getting yourself set up you could then spend maybe 20 minutes a day on LinkedIn just reaching out to people, sending some messages and moving relationships forward.
  • It doesn’t have to be a huge amount of time spent, it’s just being consistent with what you’re doing on there.
  • Also, it doesn’t really matter what time of day you’re sending your messages. People will receive notifications when you get in touch with them so that the next time they log on to the platform they will see your message or connection request.
TIPS FOR GETTING YOUR LINKEDIN REQUESTS ACCEPTED
  • Sending a personalised message with each connection request is a good start.
  • If you’re connecting with them cold you could start with a friendly message saying that you like their work or have seen their recent posts and that you’d like to connect. This way you’re showing them that you have an actual reason for reaching out and connecting with them.
  • Another way is to try to get some inbound connection requests.
  • So, if you’re putting out content on LinkedIn and people are liking what you’re sharing then people are likely to reach and to you and connect with you. If I post content out on LinkedIn and people are engaging with it, if they aren’t already a connection then I’ll send them a request.
WHAT SHOULD YOUR LINKEDIN HEADLINE SAY
  • You have 120 characters for your LinkedIn tagline, so you want to make the most of that.
  • Think about what you want to be known for on LinkedIn and how people should be searching for you on the platform.
  • Your tagline should really contain the keywords that describe what you do best so that when people are searching for that thing you’ll pop up in their search.
  • Rather than just putting your job title in there, instead identify who you are in the headline and also who you help so that your ideal clients know exactly what you could offer them.
Janine Esbrand Podcast Coaching
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A book that you would recommend…
The One Thing by Gary Keller

What is your top success habit?
Prioritising, so choosing three things that I want to get done that day. It really helps with overwhelm and helps me to move forward.

Who do you look up to?
Marie Forleo, she’s built up her coaching business and her journey is really inspirational.

What are your favourite apps right now?
I really like Trello, that’s my favourite to manage my life and business. I also love Audible, I couldn’t live without that because I just don’t have time to read with two young children.

Here’s the big one…who do you like more, Rob or Kennedy?
I’m liking red haired Rob at the moment.

Finally, where can folks go to find out more about you?
You can head over to my website which is lightboxcoaching.com and you can also check out my podcast and of course you can connect with me on LinkedIn.

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