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Connect: The Secret LinkedIn Playbook To Generate Leads, Build Relationships, And Dramatically Increase Your Sales by Josh Turner
Knock-Knock. Guess who’s knocking on your door. If you are logged in on Facebook or Twitter, there may be your friends. And, if you are going to open the door, be prepared to be assaulted by photos, jokes, quizzes, games’ invitations and funny movies.
What if you are available on LinkedIn? When it comes about professional life, not even the like button seems to be the same. How comes? Check the book summary and some of the best nuggets (visual quotes from books) below.
Social Media is constantly developing and we find new ways of interacting with people. Facebook and Twitter are for your personal life and usually, you post content from your free time activities. That’s for sure.
But things are pretty much different with LinkedIn.
LinkedIn / Connect with Josh Turner
Wear a suit where the suit is needed. Speak like a leader. Interact with a friend.
This is a platform specially designed for your professional life. If you are searching for a job or you are trying to emerge as an expert in your field, LinkedIn gives you these opportunities in a unique way.
Josh Turner‘s book is your step by step guide to becoming a successful leader and a “go to” person in your area.
In the first part of the book, the author underlines some critical aspects of LinkedIn, that represent a foundation for resolving more complicated discussions further on. “Connect” is a book similar to those giving priority to social media, as a tool for building a fierce reputation. Josh Turner presents multiple examples, integrated into one classic, that has a task to deliver information to the readers. You should understand more about the new concepts of marketing and why the old ways of approaching people and systematically trying to sell them stuff do not work anymore.
Now the focus shifted to building relationships: In any business, developing a robust system for forming, nurturing, and sustaining relationships with prospects, business partners, and clients is essential. The power emerging from LinkedIn enables the creative marketers to design new strategies for launching marketing campaigns.
The building process of these relationships is clarified in detail. In fact, “Connect” promotes few essential things associated not just with marketing but also with other business aspects. For instance: don’t try to sell your services from the first message. Or, try to offer quality content and keep the words short and informal.
A great way in which people can become familiar with you and show their appreciation for your professional activities is to share interesting articles from your field. In return, you have to start and moderate discussions and invite them to join in, simply because you would appreciate their input.
If you really want to set yourself aside as the expert in your group, you need to take things to the next level. So, you can create a LinkedIn group and invite the top people from the companies you are interested in collaborating with:
By creating a LinkedIn group you automatically place yourself as the default leader of that community.
What they want to see is that they are among peers and you will keep the group updated with valuable information for them. In that way, soon you will gain a special place in their minds and they will start to trust you and perceive you as a leader:
When you leverage the power of the Internet, you find possibilities today that never existed before.
Even if you are new to LinkedIn, the book will show you also where you can learn more about it and it will guide you step by step in order to achieve great results.
It’s true that you need to set aside some extra time for research and contacting your potential clients, but with this platform, you have access to thousands of people from all over the world.
If you would still do business the old way, taking them to coffee and present them your services, you would not have access even to a small percentage of this number. Not to mention the extra costs and time wasted on a technique that does not necessarily give you the results you want.
If you develop a system of tracking the data and a process in order to know at any time, who you contacted, how many times and for what purpose, you can establish relationships with hundreds of people over the course of a few weeks.
The key is to keep your messages short and informal so that they perceive you as their peer. Remember that the people that use LinkedIn are usually decision makers in their companies and they like to talk and create relationships with people that are on the same level.
Even if maybe you are not at the same level, it is important to create the impression that they can gain a lot from having you as a contact:
“When you regularly post helpful articles about the industry without trying to sell anything, you look like a hero, not to mention a super-knowledgeable industry leader.”
Sharing valuable content is another great idea you will find detailed in this book. Whether you start interesting discussions on your group or you share an article and invite people to give you their opinions, it can be a great way of reaching out to them for the second time. And all that without selling anything, just building slowly on the relationship:
You can’t add value to your potential customers by aggressively pestering them to buy your products.
As you start creating LinkedIn campaigns, contacting people and building relationships, it is essential to have a tracking system.
You need to know your results to see where you need to make improvements or to see what works and for whom:
It will be nearly impossible to make any improvements if you can’t tell what you have done already.
And don’t worry, the book will give you complete examples and links in order to understand better this process and customize your own tracking system.
One of my favorite parts of this book was the one about the webinars. I attended some webinars and I now understand better the idea and the concept behind them. I think they are essential if you want to establish yourself as a leader in a field.
With the help of a webinar, you can share useful information with your potential clients and analyze certain subjects at a much deeper level, creating valuable content for them:
Webinars help educate prospects in a totally different way than LinkedIn campaigns do, allowing you as the leader to go much deeper into a subject your audience really wants to know more about.
Plus, you will have low costs and they will not have to book a flight and attend a conference somewhere else. It can all be done from the comfort of your home or office and the same works for your viewers.
It is very important to be well prepared for your webinar and you have a lot of useful tips and tricks presented in this book.
But more important is the promoting part.
You need to make sure that a lot of people will attend your webinar. For this you need to have a great title and promote it on all your social media channels:
Your attendees may not judge books by their covers, but they absolutely will judge your webinar by its title.
If you notice that the attendance was limited, maybe you did not choose the best hour. Record you webinar and edit it in case you want to take some parts out. Then, you can announce an encore presentation, for those that were unable to attend because of their work schedule. This will give you an idea of when it’s the best time to have your future webinars.
Remember: your webinar should not be about your products or services.
It should have great content and useful information, case studies and success stories. In the end, you can include your contact details and mention briefly how you could help the potential customers, but don’t try too hard to sell stuff.
Leave this part for a future follow-up phone call or email. Because now you can contact the people that attended your webinar. Ask them for a feedback Make some small talks and propose a meeting.
The important thing is to remember to ask a lot of questions about their needs, their business and keep your interest focused on their well-being. This way, you will be perceived as a great possible partner, not just another person that wants to sell them something.
Whether you have a LinkedIn account or not, whether you are new in the business or not, this book will give you great advice about marketing and how you can establish yourself as an expert in your field.
It’s a great guide to making long-lasting business relationships and establishing new contacts in an easy way. If you want to win and be the best in your business, you need to keep up with the technology and develop new skills constantly.
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