Posted by Stephanie on Apr 29, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
The process of client acquisition is rarely a short, straight line. Given the wide range of suppliers available, a potential client can easily veer off course on their path to buying your product or service-especially when making a virtual connection.
Prospective clients pass through various stages of assurance when interacting with your company. Each stage provides an opportunity to develop trust and move a prospective client to a satisfied client. When executed successfully, each succeeding step develops more trust and establishes the credibility you need to sustain long-lasting relationships.
1. Unaware to aware when a person sees your LinkedIn updates posted on their LinkedIn home page, reads your answer posted to a question, studies your post in a group discussion forum, or receives a private reply to their question.
2. Aware to curious when a person is touched/affected by the content you provide. They click through and read your profile.
3. Curious to interested when a person discovers something you provide that might help them. They read your LinkedIn profile and click through to your website and/or blog.
4. Interested to believing when a person begins to believe that the business owner/company is real/legitimate. They read your LinkedIn profile, click through to your website and/or blog and register for your RSS feed or online newsletter.
5. Believing to wanting when a person sees what you are doing/offering and wants to move forward to see what you have to offer. A meeting is requested (or offered) to discuss your product/services.
6. Wanting to in-motion when a person responds to something you have offered and replies by phone/email. This is a very BIG step. A meeting is agreed upon to discuss what your product/service.
7. In-motion to buyer when a person believes/trusts you, wants the product/service you provide, and begins to pay you.
8. Buyer to satisfied customer when a person is happy with the product/service you provide and their trust in you is rewarded. They post a recommendation on your LinkedIn profile.
9. Satisfied customer to advocate when a person gets more/better service/benefits than they expected and it occurs on many occasions. He or she then begins to refer you to others.
When clients become advocates, you’ve proven that your brand is strong, that your product/service is needed and valued, and that you serve your clients with their success in mind.
The original author is unknown. Modified to fit the LinkedIn experience.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Tags: building trst, jackie nagel, linkedin, Synnovatia
Posted by Stephanie on Apr 27, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
Connecting virtually can be disconcerting. Those in search of service providers through www.linkedin.com may not know, or have previously met you. With limited information, they have to rely on other approaches to vet your ability.
Just as the number of link up’s in your network expands your reach, strong recommendations elevate your trustworthiness. From reinforcing your profile for viewers to improving your ranking under Service Providers, the depth and breadth of your recommendations strengthens your credibility.
In Search of a Service Provider
With the growing popularity of Google, it’s becoming increasingly challenging to find service providers amidst the online content. More and more, people are turning to LinkedIn as their trusted resource for vendors.
Click on the dropdown menu of the Company tab in the upper left hand side of your LinkedIn home page. Here you’ll find Service Providers, a conveniently located ‘yellow pages’, of sorts, for any vendor you might need.
In need of a Writer/Editor? Hunt through lengthy search engine listings no more! Just locate the Writer/Editor category on the right hand side of the Service Provider page and, as if by magic, Writers/Editors appear complete with recommendations, degrees away from you, location, and top qualities. What could be easier?
From here, you have a number of ways to narrow your search including degrees away from you, top results or date of the most recent recommendation - all features located along the thin green line/shadow in the middle of the page.
Rock Your Recommendations
Your goal as it relates to recommendations is two-fold: acquire strong recommendations in the category representing your service and, obtain the number of recommendations that would conveniently rank you on the first page of the network of your choice - either 1st or 2nd degree network or Recommendations for all LinkedIn Users.
Your immediate client base holds the greatest level of clout when endorsing your work. However, don’t forget to tap those with whom you have worked side-by-side whether it was on client assignments, community projects, or through organizational membership.
When you’re looking to be found, nothing says ‘you can deliver’ as well as recommendations from those who have first-hand knowledge of your skills, expertise, and ability to deliver on your promises.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Tags: jackie nagel, linkedin, Recommendations, Synnovatia
Posted by Stephanie on Apr 23, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
With each question asked in the content-rich Answer section of LinkedIn, several response options exist, each with its own unique advantage.
Posting an answer publically allows everyone in your network to read your response. This is an excellent practice if your LinkedIn objective is to demonstrate your expertise and the answers are consistent with your brand.
Connecting One-on-One
Some questions just don’t lend themselves to a general answer. The question itself generates more questions in order to provide an appropriate response.
The Reply Privately feature, located immediately beneath and to the right of the question, provides an opportunity to connect directly with the individual asking the question.
Replying privately with an offer of a no-cost/no-obligation face-to-face/phone-to phone consultation of a set amount of time is an excellent way to deliver value to your network, demonstrate your expertise, and, if the individual likes what they hear, acquire clients or, at the very least, extend your network.
Caution: Do make sure your intention is to deliver value. Underhanded sleazy or salesy approaches will damage your brand and undermine your credibility.
Share the Wealth
Is a question fitting for someone in your network? Rather than pass it over, use the Share This feature, located beneath and to the right of the question, and offer to a specialist within your network to respond.
It demonstrates your dedication to the true spirit of networking. Hopefully, those with whom you are linked are of the same mindset with a willingness to reciprocate.
Networking, at its very best, is about giving, sharing, adding value, building relationships and working together for the betterment of everyone’s business.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Tags: connection, jackie nagel, linkedin, Synnovatia
Posted by Stephanie on Apr 21, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
The LinkedIn network is loaded with expertise. Most would pay top dollar for such well-versed talent. It’s an exceptional spot to request vital information, seek assistance, compile opinions, gather industrial data, or position your know-how.
So Many Categories - So Little Time
Situated on the right side of the LinkedIn website are twenty-one subject matter categories. Within each category, three - eight sub-categories exist. These help to further refine your inquest into this robust knowledge-base.
The ideal place to start is by identifying the top three (3) categories that best support your pre-determined objective for LinkedIn. Next, select at least five (5) sub-categories in which you would like to participate - whether it’s asking or answering questions.
Purposeful Perusing
The ways to use the Answer segment are as numerous as the Q & A’s posted. Here’s my strategy for this information-rich component.
With the primary objective of positioning our expertise for business development, and the minutes ticking by, questions are identified from the various categories and sub-categories that reinforce our brand.
Questions selected for response meet the criteria of being posted within the past 24 hours and have no more than 2-3 answers. This improves the probability of eyeballs viewing the answer - and, if compelling and pertinent, lead to visiting my profile and/or our website.
Whenever possible, I provide resources (documents, templates, checklists, assessments) that can be accessed at www.Synnovatia.com with the intention of creating further company exposure.
Don’t Mess With Your Brand
With each question asked or answered, one’s reputation is broadcast to your network - the 1,802,900+ nearest and dearest professionals to whom you’re connected. Each posting strengthens or dilutes your brand. A strategic approach to the Answer feature is critical to preserving the integrity of that brand. Like toothpaste, once squeezed from the tube, it’s a little tough to get it back in the tube.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Tags: jackie nagel, linkedin, Questions and Answers, Synnovatia
Posted by Stephanie on Apr 17, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
Your Profile is your face to the world. When your Profile aligns with your LinkedIn purpose and pursuit, it adds to the productive use of this new media by strengthening your overall brand.
First Impressions Make Lasting Impressions
Profile Header: This is the box bordered in light blue that looks like a business card. It contains your name, title, location, picture, and a text box entitled What are you working on. It is comprised of the information most viewed by your network whether you are joining groups, securing recommendations, adding connections or answering questions. It’s significant real estate!
- Given the visible reach, your position title should be short and descriptive, leaving the reader with a quick, clear snap shot of your occupation, business or responsibility.
- A picture is worth a thousand words. Consider what you want to communicate to your network before uploading yours. It’s a trust and credibility builder.
- What are you working on is a great tool to demonstrate your expertise and/or highlight your qualifications. Update it weekly. The number of characters is limited so make your message succinct and clear. While creating your post, and before your hit save, check Visible to: to confirm your postings are visible to the connections of your choosing.
WIIFM
Profile Summary: This is where you shamelessly shine. Most online readers are scanners so you have but a few words to convey your expertise.
- Craft a synopsis of your competence using three (3) paragraphs comprised of 2-3 sentences each. And, remember. Write your summation to communicate the What’s in it for Me (WIIFM) to your readers.
- The Specialties feature can be likened to keywords. List the more prominent words and/or phrases by which you want to be identified through a search.
Your Profile sets the stage for your networking efforts. It is always present - even when you’re not - demonstrating your value to all interested parties.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Photo credit for black and white photo: funny faces
Tags: jackie nagel, LinkedIn profile
Posted by Stephanie on Apr 15, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
Your approach to LinkedIn is going to be as unique as you and your business. To demonstrate what an effective LinkedIn plan looks like, allow me to share my plan based on my objective.
The Java Jolt
Before my first cup of coffee has time to chill, I log onto www.linkedin.com to see what’s happening with my 3,737,700+ nearest and dearest friends.
If you’ve spent any time on LinkedIn, you know you can easily burn through your day and never leave the site … or your office. The maximum amount of time I dedicate to LinkedIn/social networking each day is 30 minutes. A timer keeps me honest!
Given my LinkedIn objective to position the expertise of Synnovatia™ with business owners involved in start-up and development, and a finite amount of time, I get busy.
‘Da Plan - ‘Da Plan
1. Check the Home Page - the location of the latest updates of connections, questions, answers, and recommendations from my network.
- Rolling your mouse over the links provides insight into who is joining your network.
- Extend an invitation or craft an Inmail (the LinkedIn email system) to those in my network with whom I want to connect directly. (Networking online is no different than offline in that building relationships must be the priority.)
2. Proceed to the Answers Section - the place where those seeking additional information will post questions.
- Select the Answer categories that best fit my objective.
- Peruse my pre-selected categories to locate one question to answer that satisfies my objective.
3. Identify and seek one recommendation.
4. Identify and invite one contact to join my LinkedIn network.
Focusing on one connection, recommendation, and/or answer each day allows you to fulfill your time commitment with your name appearing on the home page of everyone in your network, leveraging that valuable ‘real estate’ known as the Home page.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Photo credit for stopwatch: Stopwatch
Tags: jackie nagel, linkedin, Planning
Posted by Stephanie on Apr 13, 2009 in
Small Business Marketing 
Guest post by Jackie Nagel, Synnovatia
Social networking is springing up like weeds on the web. LinkedIn. FastPitch. Twitter. YouTube. Facebook. Biznik. Plaxo. Ping. Schmoozii …
The prospect of reaching the world with your message is intoxicating. Equally, the amount of time spent forging through the plethora of websites with their unique designs and features can overwhelm the most organized individual.
Make Your Time Count
As simple as it may sound, the first step in establishing an effective social networking plan is to set a clear intention for your approach.
For those who are shoppers, spending time at www.linkedin.com, without a clear objective is much like shopping without any idea of what you need. You wander from store-to- store, aisle -to- aisle, wasting hour upon hour only to leave the premises unfilled and disappointed. (Gosh, that does sound like the LinkedIn experience, doesn’t it!?)
However, armed with a clear picture of your desires, you zoom directly to the aisle that contains what you need. Although the shiny objects at the ends of the aisles may still catch your fancy, your time is wisely invested.
Set Your Objective
What is your objective for the time invested on LinkedIn? Do you want to position yourself as an expert? Build partnerships and share clients? Find a new career? Connect with a company that up-to-this-point appears to be clandestine? Whatever the reason for your social networking activity, you want it to contribute to your over-arching professional objective.
Time used on www.linkedin.com cannot be recaptured or resold. Whatever you desire, a reason that is clear and succinct ensures the productive use of your time.
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Jackie Nagel, Founder of Synnovatia™, energizes entrepreneurs that are stuck, stalled, starting up, or stretching with a pioneering coaching approach that drives profits, productivity, and performance.
Tags: jackie nagel, linkedin, social media
