LinkedIn has established itself as a key B2B sales and marketing tool. The platform plays host to 500 million professionals across 200 countries. That’s a lot of prospects! So, how do you narrow it down? LinkedIn provides you with the tool to do just that: LinkedIn Sales Navigator.
LinkedIn Sales Navigator is a premium service provided by LinkedIn that has become an essential component of many B2B sales and marketing campaigns.
Lead Builder can be used to create lists of leads using custom criteria to find new accounts. Accounts and leads can be uploaded from your CRM system and included.
LinkedIn allows users to apply filters when conducting a search. The search filters that are afforded by Sales Navigator can tailor the search even further. These ‘premium’ filters allow you to filter your search by company size, seniority, TeamLink Connections, tags, and more.
Email alerts can be set up to inform you of any new results relating to saved searches. These can be received on a daily, weekly, or monthly basis.
TeamLink allows you to broaden your network by including everyone in your business and increasing the number of reachable prospects that are available to you and your teams. This filter allows you to view members that are connected with other members of your team while allowing team members to view your connections.
3rd-degree connections view
The 3rd-degree connections view gives you access to the profile of 3rd-degree connections. These are members who are connected to your 2nd-degree connections.
Who’s viewed my profile
Provides you with a list of who has been viewing your profile. It also informs you of how they are finding you. These have the potential of becoming inbound leads.
This allows you to ask 1st-degree connections to introduce you to 2nd-degree connections. Second-degree connections consist of those who are connected to your connections. An introduction can also be made to connect with 3rd-degree connections.
InMail allows you to send a message to people that are not yet connections.
Integration with CRM
Sales Navigator can connect with your customer relationship management (CRM) system. It can sync with your CRM system to transfer leads and accounts information directly from your CRM into the Sales Navigator, and vice versa. Sales Navigator can also be viewed as a widget within your CRM system.
LinkedIn provides a great overview to help you get started.
Perfecting your profile
It is important that you spend time perfecting your LinkedIn profile. It provides connections and prospects with an overview of your work history and achievements.
Design a company banner for your profile. The recommended dimensions of 1584×396 should be adhered to prevent your image being cropped to size. The Experience section is an opportunity to display your professional accomplishments. Your profile picture should be a relaxed but professional representation of yourself.
More tips for perfecting your LinkedIn profile can be found in a previous blog post.
In order to add members to your network, you must send them a connection request. LinkedIn provides you with the opportunity to attach a message to each connection request. This allows you to express why you are interested in connecting with them.
Using TeamLink to request an introduction
This feature can be enabled through your Settings & Privacy. Here you can manage your TeamLink and allow your TeamLink members to view your connections and vice versa.
TeamLink can be used when performing searches for connections. Applying the TeamLink Connections filter narrows down your search to only include prospects that are connected to a TeamLink connection.
Once you have clicked to view a member’s profile, a list of connections will appear on the right-hand side. This TeamLink panel shows how you are connected to each connection that may provide an introduction to the prospect, and how they are connected to them.
An introduction request can then be made to your connection by clicking the ‘Ask about’ button in the TeamLink panel. This allows you to send a message asking for an introduction to the prospect.
LinkedIn provides some tips in this great guide.
Create a lead list using Lead Builder
Lead Builder helps sales teams to find LinkedIn members that fit the criteria of their target audience, allowing them to build lists of potential leads. Advanced search allows teams to search for prospects focusing on key demographics such as location or industry.
A list of these prospects can be saved using Lead Builder. These saved searches can be named, making it easier for sales teams to manage different lead lists for different buyer personas.
Email notifications can be set-up to inform you of any new prospects that have recently changed to your ideal location or industry. It also informs you when your saved leads make new connections. If they connect with somebody within your network you can request a referral and connect with your lead.
The Lead Recommendations section at the top of each member’s profile page can be used alongside the Lead Builder to generate lead lists. Opening a key prospect’s profile reveals recommended leads based on similar criteria.
The ‘In Common with’ section of a member’s profile provides insight into the areas that you have in common with them. These often include Companies, Groups, Schools, Location, etc.
You can gain an overview of the prospect’s connections through the Network section of their page. While this does not provide an in-depth account of each of their connections, it does provide an overview of the kind of connections that they are interested in making.
The Interests, Accomplishments, Groups, and Volunteer Experience sections can give you an insight into your prospect and their interests. Knowing what your prospect cares about allows you to engage with them about what their interests are.
The Featured Skills & Endorsements section shows you the prospect’s skills and the endorsements they have received for each skill. This provides an insight into the prospect’s connections experience with this prospect and their skills.
Your prospect may or may not have a Recommendations section of their profile. If they do, it can provide a first-hand account of their accomplishments and their strengths in their industry, from LinkedIn members who have worked with them before.
Analyzing inbound leads
LinkedIn, unique to other social networks, informs you on those who have viewed your profile. It does this through the Profile tab in two ways:
- Who’s Viewed Your Profile: this section shows you the LinkedIn members who have viewed your profile.
- Trends: this appears on the right-hand side of the Who’s Viewed Your Profile page. This provides you with the number of times your page was visited as opposed to the number of individual visitors. If these numbers exceed those who have viewed your profile, it means that members are re-visiting your page.
LinkedIn also breaks down your views of the past 90 days. This section, ‘How often people viewed you’, allows you to view the number of views you received each week within these 90 days.
It can be helpful to know how often your profile appears in other member’s searches, along with the keywords that lead them to your profile. LinkedIn provides you with just that.
- How many times you appeared in a LinkedIn Search: this section provides you with the number of times you have appeared in other member’s search results covering a 90-day period. It also provides you with a weekly percentage measurement indicating if your appearance is increasing or lessening.
- Keywords that led to you: this section provides insight into the keywords that have been used in searches where you have appeared in the search results.
LinkedIn also provides you with the industry of your viewers along with their location. Similar to the Trends section these figures are allocated to each page view as opposed to unique viewers.
Social Selling Index (SSI)
A feature of the LinkedIn Sales Navigator is the SSI. Those with high social selling scores create over 45% more opportunities than their peers with low social selling scores. It combines four elements of social selling to measure your social selling efforts.
1. The establishment of your brand
This encourages the user to design their LinkedIn profile page with their ideal customer in mind. Publishing posts and sharing content that is relevant to your brand and industry contributes to this element of social selling.
2. Finding the right people
This measures your effectiveness when using the advanced search tools to search for leads and successfully connect.
3. Your engagement with content
This measures your content sharing efforts. Engaging with content that your prospects are engaging with along with sharing content that is relevant to your industry and that encourages conversations can boost this element of your social selling score.
4. Building relationships with connections
This encourages users to strengthen their network by making connections with decision makers. It takes into account the number of connections you have, the seniority level of these connections, and your relationship building efforts.