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LinkedIn - Training - Empower (VIDEO Transcript)

Dafne Canales 00:00

Okay, so what I'm going to talk about today is marketing funnels. I'm going to talk about, like how the psychology of, of people work in terms of buying and bringing awareness to your brands. And I'm going to show you a case study. It's a LinkedIn cold calling campaign that I've been doing lately that's been really successful, and it applies all the things I'm teaching you. So, I just want to give you a little bit of my background, so you understand who your speaker is. And like the, the information that I'm bringing to you is all based on experience. So I started mark, like, yeah, just being obsessed with marketing when I was probably like 17 years old, is read every book for Jay Conrad Levinson, his guerilla marketing books, and attended every workshop seminar that I could and I built, I started, I was a dance studio. So I had a belly dance academy. And it grew into like the, into the largest Academy in Western Canada, and one of the largest in North America. And, and I used all these different marketing techniques. So everything I did was all around, getting people to come in and try out what I was doing. And it was really different at the time. And after I had my son, I decided to go back to school. So I did an MBA and I, all the things that I learned in that company, I wanted to help other small businesses. So I started developing software, in 2012, like a small business software, and then just getting into helping bigger companies and running more, it's all about running experiments. And at a point in time, I had about 25 employees in my marketing company. And, and then in 2018, I had a really bad snowboarding accident, and I got a double brain injury from the accident. So I couldn't talk I couldn't read, I couldn't, you know, I couldn't drive. And it took me almost like over two years to recover from that. And what ended up happening with my business is that I lost, I lost everything essentially. Be but I hid the injury because I thought that my, my clients would not want to work with me because I was, you know, like non functioning. And I ended up losing all my clients because I wasn't there to hold their hands. So. So that was a really hard lesson. And what happened I remember waking up one day, and it was like me, probably 2018 Yeah, prime may 2018. And, and I was like, I don't know, anybody in Calgary, I've been like working so hard on my business that, like I don't even know where to get my next client, like how are we going to survive. And so I had to start from scratch, like building my reputation getting known in the community and, you know, build my client base again. And, and so I did that. I'll tell you guys a little bit how I did that. And I ended up I guess the two years later, I was back at like half a million dollars in revenue. So I feel very proud of, of being able to turn that around. And then now because of COVID happened again. I lost all of my customers because they were in like airport, like airport, parking, hotels, fitness. They're all, as we know, shut down. So but this time, I totally know, I've changed my business model, I'm actually using all of my strategies to connect injured persons with personal injury attorneys and using my software and everything. So I've been able to, you know, the long story is, I've been able to reinvent myself because of these tools that I know. And I can, I can start from zero and you know, grow again. And now I'm working with just amazing companies. in Silicon Valley, San Francisco's I started going a year ago, I started going every month to San Francisco to learn and I got accepted into a program there. So just been running tons of experience. And the last little thing I wanted to share is that I actually developed my own formula, I call it the seven second advertising formula. And and it's about getting people to know what you do in seven seconds or less. And it's on everything that you do so like your social media posts in seven seconds or less. Do I know what you're talking about? When you meet somebody at a networking event, seven seconds, and it's all based on all of this research that shows that humans judge right like you. We're living in this really fast paced world and so you got to tell them in seven seconds or less why they should you know, pause and take a look at what you're doing. So it's really important to to get that seven seconds story down.

Dafne Canales 05:03

Okay, um, I have this resource that you guys can download if you go to Spartan spark comm slash landing page. And if Christie you can maybe tuck this into the chat, then everybody can can access it. And it's like a, it's a landing page template. And what a landing page means is, it's, it's like your sales page. So your sales page is so important, because whatever everything that you do, you need to have one page on your website or if you don't have a website, it could be like one maybe something on Facebook, you know how there's like you can make like a face, it depends if your business to business or, or business to consumer. So if your business to consumer, you want to make sure that you have a Facebook business page, and then if your business to business, you want to make sure you have a LinkedIn business page and it's up and you can, you can create like a little bit of a sales page. And I've got some tools there men talk about that. So this diagram here, we put it together to kind of show all the different ways that you can advertise or get the word out about what you're doing. So we've got to talk a little bit about each of them. So at the top, we've got online listings, Yelp, Better Business Bureau homestar. So those are like places that have these listings about your company. And the reason that you want to be on these things is because it's going to help your search engine optimization. So search engine optimization means being showing up on page one of Google and it's the you'll get the best clients from people searching for you. And then finding it because those people searching, I already want what you have, and you want to show up for the right words. But the thing with search engine optimization is it's really hard to do like it takes a lot of work. And this is all these technical things behind it. So some of the things that help is being on these websites like Yelp or Better Business Bureau, so that they they point back to your website, or that you get found. So one of the things that I always recommend is that you Google your business name, or you Google yourself, and you see what's on there, and you start to fill those pieces out, try to get get on the internet, essentially, we talk about Facebook. So Facebook is an amazing tool, we've run so many awesome experiments on Facebook, we have an orthodontist client, and we get them about 50 new color. So we run these Facebook marketing funnel campaigns, and they get 50 clients signing up for potential clients. And when they, when they call them all back, they come into the into the practice, they're converting about 50% of those 52. Yeah, probably 50 to 70% of those people. So if you know how to use Facebook ads, it's like, it's like making like you're making money because you know how to get clients calling you about whatever it is that you're selling. So Facebook is super, super powerful. They have so many data points on people, which is is kind of scary. But from a marketing point of view, you can reach out to the specific people. And there's all these tools, or I guess strategies, not tools that you can use to get people to know you, like you trust you using Facebook ads, we've got Google My Business down the side there and in Google My Business, that is, you know, when you're like looking for a restaurant, and then there's like that little panel on the right hand side, that's Google My Business. And it's a free listing. So if you go and you know, type in business.google.com, you can create your own listing. So that's Google My Business. And I would recommend everybody go there, add pictures, you can even post articles that's going to help people find you.

Dafne Canales 09:07

I talked a little bit about the search engine. So the search engines are really hard to get on page one. And as you grow your business. So the search engine optimization was actually the software that we developed. And it's the software that I still use to to do all these different projects. So I know a lot about it. Even though I'm not the technical. I'm not the programmer. I have team managed teams of programmers to do this kind of stuff. So I learned a lot about it. So search engine optimization, you just got to be really careful when if you're ever going to hire an expert, because it's kind of like a mechanic where you can't tell what they're up to and if they're doing a good job. So with search engine optimization, there's a couple pieces to it and one is the technical piece so your your website needs to have these technical components. Like being really fast, and just the way that it set up. So that's one piece. But the second piece that you can do on your own is the search engines want to see a lot of content. So you're there, you're gonna be on page one of Google, if you're like, if you're the absolute expert, and you talk about it. So it's about creating content, writing articles, and think of yourself like the Wikipedia of your industry or your area. So the more you write, the more the search engines will start to go find your information. So the big thing, the big lesson there is, is to, to always create a lot of content. And the way that you can create content is, I find a super easy way right now is meeting with somebody on the zoom that you want to talk to, you know, teach what you do, and then just record that, and then use this program called otter.ai. It's o tt er.ai. And, and get that transcribed. And you can create some awesome articles just from the conversation that you have with someone teaching them what it is that you do, or different parts of what you do. Twitter is important because again, because of the search engines,

Dafne Canales 11:08

I'm I'm not like a super big Twitter user. It's more it's not as popular in Calgary as it is in Silicon Valley. But you do need to make sure you have a profile on Twitter, because again, when you Google yourself, that will show up. So you want to show up as many different ways as you can. Instagram, we all love Instagram, it's so pretty. The problem with Instagram, from a business owner perspective is it has to be so pretty that it just takes so much work to to get that going. And that that graphic design and those kind of things are pretty expensive. So I'm gonna say if your business to consumer, Instagram is an amazing tool, and there's this course by Kat Conroy, it's k t. co ROY, she has an amazing Instagram course that I would highly recommend. So if you're business to consumer, and she teaches you how to do you like your own photos and design them and post different things, she's like, amazing woman. So I would recommend that one for Instagram. We've got over here, we got the newsletter, and newsletters are super, super important. So you're doing all this work to get noticed. you're posting on social media. And then you want to make sure that you capture people's emails because especially in Canada, there's a law where you can't just email someone without their permission. And so you need to have a wait for people to give you their email so that you can communicate with them. So all this content that we talked about the that you're creating, that you're sharing, you want to send it to them and make sure that your newsletters are 80% valuable and 20% salesy, so sometimes I find women and don't aren't salesy, it's usually my male students who are more of like a sell, sell, sell. And with women, sometimes it's like, we're giving too much, too much helpful information and then not enough selling. So you always have to ask for the sale. So always have what it's called a call to action. So always let your customer know, you know what it is that you want them to do. So in the newsletter, you could send something out once a month. And just again, maybe like you have four little things, little tips that will help your reader and then one The last thing is the call to action, hey, you know, join, you know, come visit my website or buy from me or whatever it is that you guys are doing. And with the newsletter, yeah, it just has to be like a lot of valuable information otherwise people unsubscribe, right? So just be really, I guess, mindful about what you share in your newsletter. The other thing about the newsletters, how do you get somebody to sign up what I recommend, again, on that, you create another little sales page and you let people know, the benefits of signing up to newsletter, what are they going to get? Maybe you give them a free something so like a free resource is always a really good thing to give. Like, like what I did with that DIY, you know, dude, do your do your own landing page or something like that. So find something in your business that you can give away. And, and I think, you know, a lot of companies are like 10% off it, I really don't think that that's as enticing. It should be something more that helps your your customer. We talked about Facebook and finally LinkedIn. LinkedIn is such, again, an amazing tool that is underutilized. And the reason that it's not used as much is because it's really clunky. It's really awkward. But for business to business, it's again, like a gem. And there's so many different things that you can do on LinkedIn and I'm going to talk about that a little bit more today. Because people don't really know, all the different tools that are the things that are possible on LinkedIn. So that's covered everything. Okay, oops. Oh, no, I don't know how to go back. There it is. Okay. I have some stats on LinkedIn that I thought were super interesting.

Dafne Canales 15:37

where a lot of people don't know that you can get customers on LinkedIn, they just see the little chat thing going on. And but there's a lot of business being done on LinkedIn. So you can see some of these stats here, lead generation, I ran a campaign from, I think it was September, October, November, for a company and event company in Silicon Valley. And we were able to, it was like a really short campaign, because usually, campaigns take maybe like six months to ramp up. So it was an emergency trying to save their business during COVID. And we were able to bring in $1.3 million in into their pipeline, certain proposals. So I really believe in, in LinkedIn, and it has to be very strategic, the way that you connect with people. And so what I do on LinkedIn is have conversations with people. So I use, there's this thing called LinkedIn Sales Navigator, and you can find people's contact them or sorry, you can find the type of person that you want to contact. So if you're looking for a CEO, you can go find them, and then you can start, you make a list and you can start having conversations with them. And really again, like valuable conversations, not salesy conversation. So it's just like your newsletter, where you're like, sharing resources, and, you know, having a human conversation just like you would in at a networking event. So it's like, digital networking.

Dafne Canales 17:14

Okay, so this one is like a really important fact, because a lot of times, when you try to go to do your marketing, you try a bunch of things. And the I think the problem again, with marketing is, is that it's it's really expensive to run marketing experiments. So if you don't have somebody who's guiding you, it can be very expensive to to spend a lot of money and time on something that's might not work. And the other thing with marketing is that it takes time to build up. So as you can see here, 10 pieces of content are consumed before a purchasing decision is made. So when when somebody trusts you enough to buy from you, and let's say you're selling something small, it's a lot faster to to make a sale, if you're talking to the right people. But if you're talking to like totally the wrong audience, then you're you're gonna struggle to sell anything, right. So if you're trying to sell a bikini to somebody, and none of it, that's not going to work, right, no matter how much you talk to them about it, well, maybe they can wear it at home or something, they might make a couple of sales, but it doesn't mean that you're that you're going to you're going to you know, kill it with your business so, so I just want you to keep that in mind that it takes a while you want to have like a kind of like a plan built out and you want to have a marketing funnel. So I'm going to talk about the marketing funnel after this slide. So this I really like this diagram, because I think I can here's my pointer. Yeah. Okay, so this is like people who already use your stuff or let's say your friends and family and sometimes friends and family, don't buy what you're selling, because it's, it's not for them. And then what we're trying to do is bring more awareness with our marketing campaigns. So that your, your new potential customer evaluates you, and and you become their helpful advisor. So that's what you are, that's how you always want to position yourself.

Dafne Canales 19:25

Okay, so this is the marketing funnel. I'm just gonna leave my pointer there. So, what you need to do at the beginning of the top of your funnel is that awareness piece so awareness means nobody knows who you are and what you do. And and you need to let the world know so if your business to consumer, you're going to use Facebook to bring awareness to your brand, and the way that we do it on Facebook is we run these ads that are okay, well first of all, you need to know who your customer is. So let me let me take a step back And then talk about that for a second. So when you're one of the things that I made a really big mistake on in my business is that I was kind of, because it's marketing, I can help anybody. So I would just, I would take anybody who needed help take them on as a customer. And then I'd have to learn all about their, their business, their industry. And so it was really time consuming. And the other thing is that people couldn't refer me they were like, well, it definitely does work for everyone like I, the federal and provincial government used to hire me to help companies with their marketing and to help them grow strategically. They used to, but they still do. And, and it was, but they couldn't say, oh, Daffy specializes and orthodontics or deftly specializes in fitness studios, because it was like everything. So I really learned that hard lesson that I need to be super, super hyper focused on what it is that I do so that people can refer to me, my latest project is connecting injured persons with personal injury attorneys. And that's like, really specific. So now everybody knows exactly who to send me. And you know, who I want to meet when I'm out there. And so then even more specific, I work in San Diego, like, that's my target audience is in San Diego. So then what I do is, if I was, you know, this is to consumer, I would create a campaign that's just in San Diego, looking for injured people, right. And if I didn't have that, that really specific focus, I would spend all this money, like, Oh, I got to do San Diego, and it goes to San Francisco, I got to do, you know, Boston, so I would spend all this money not finding my people that I need. Right. So that's on Facebook on. So my new business is, is it's a double sided marketplace. And what that means is I have to find injured people, and I have to find an attorney. So it's really interesting, because my injured people, they're on Facebook, that's business to consumer, and my attorneys, my lawyers, they're on LinkedIn. So I'm like living in these two worlds that I totally love and know how to find them. So on LinkedIn, then it's my attorneys in San Diego. So what I'm going to do with on LinkedIn Sales Navigator is do a search for personnel, not just any attorney, personal injury attorneys in San Diego. And when you do that search, if you find over 6000 people to connect with 10,000 people, then you've got

Dafne Canales 22:38

you've got a good audience. But if it's like 20,000 50,000, then it's too broad. So you got to keep, you know, narrowing that down to say, Where am I going to start? I'm helping a company that they're selling corporate training programs, and they're like, well, any business can use us. And, and yes, any business can. But where do you start? Right? So so what I helped them what like you need to just really brainstorm with somebody that you you know, just anybody in your in your groups and just really try to get to that one place? And if you don't know if that's the right place. So for example, with this company, we said, okay, why don't we do a software companies in Alberta, right, so that's a focus. And I can go find, you know, I start, I think, to start asking everybody who do you know, in a software company, because software companies grow really fast. So we just got to find the right target audience to go after. And you're gonna hear this over and over again, and I heard it for like, I don't know, 20 years. And it took me a long time. And now I totally get it. But that was my biggest lesson. And I, that was a hard lesson because I built this business that wasn't just, like really focused in anything. And then what happened is I couldn't scale and I really struggled to get clients, and I struggled with my messaging. And so that I think is my most painful lesson. And the lesson that I want to share with you guys is if you can narrow down your audience and then test like to sell to that audience and develop everything for them. So imagine if you have this website, and all it talks like with, let's say, with mine, it's, you know, personal injury attorneys and this is how you should grow your business if you're a personal injury attorney and you know, the here's some resources and am I just talking to that person and so they feel like I get them and I totally do I know everything about personal injury attorneys in California. So if you're able to have that conversation, then you you get to like that know you like you trust you model, but if I was I had this website that was like, Oh, I'm great for orthodontists and fitness studios and lawyers. Here. It's kind of like people get lost. So that's, I hope that you know, messages coming across. So awareness is about running, starting those conversations. So with attorneys interest is when you kind of get like into the conversation and you're like, hey, I've got this, this, you know, I'm gonna share this PDF with you, this is what my business does. And if you can get your business onto like a one page PDF, then you you know, you can start sharing that with people. And, and your one page PDF needs to have a headline sub headline. And, you know, five bullet points about what you do what's in it for them always thinking about what's in it for the other person, the person that you're selling to on Facebook, and that those strategies are you run really generic ad sorry, you run a broad audience. So you were like, I want all women within 30 to 65, in Calgary, and then your ad has to be just really specific. So remember that seven second rule, everything needs to pass the seven second rule in seven seconds or less, do I understand what you do. And then you start seeing who clicks on your ad. And then from from those clicks, then you run a second audience, and you just run specific ads to the people who clicked because you've kind of found who needs what you have. And and that first ad obviously, is so critical. One of the things that we found is videos on Facebook do really well. But again, now on video, you've got about three seconds, you've got a three second attention span. So you have to get your messaging in a way that in those first three seconds, people understand if they're the right fit, and and what's in it for them. So for example, with the personal injury, have you been injured in a car accident. And because I'm targeting San Diego, I don't have to say San Diego, so that's really specific. And then the second sentence that I write is don't make the mistakes we did. So that makes it interesting, and people stay and watch the video.

Dafne Canales 27:01

So consideration and intent is part of the lead nurturing piece. So that's where you, somebody clicks on your ad, you've got their interests, and then you send them to some website where they live got more information, or, you know, they're starting to learn more about you. And then evaluation again, like further deeper into more information. They're evaluating what you do so. So that's why it's super important to have these things on a website. Or if you don't have a website, just like a one pager. And on LinkedIn, you don't need a, you actually don't have to have a website, you can get started with this article on LinkedIn. So if you click on your profile on LinkedIn, and you you can see posts, but you can also do these articles. So maybe just Google that it's a little bit different. So what I do is, when I'm messaging people on LinkedIn, I'll send them a link to the article that I've created on LinkedIn. So I think one of the important things about lead generation, whether you're on Facebook or LinkedIn, is to try to stay on the platform. So you try. So through the awareness, interest consideration, parts of your of your campaign, you try not to make them go to your website, because people don't like to leave, you know how when you're scrolling through Facebook, and you want to click somewhere in that kind of leave you like last year Facebook Mojo, so you want to keep them on Facebook. So everything should be like inside Facebook, until they're ready. So until like intent, evaluation, that's when they're going to your website to find more information. So the same thing with LinkedIn, try to stay within LinkedIn. So send somebody a post that you wrote, instead of saying, hey, go go to my website. So that's kind of like a psychological thing. Okay, um, so the, this one's just a really quick slide. Most marketing, like most companies do kind of like a 20% marketing effort, and then they do 80% of the effort is, yeah, 80% of the effort is human work, right? So they'll do like some small marketing stuff. And then the rest will be like, you know, phone calls, follow ups, or sorry, like educating someone so they try to get on the phone, or like some kind of a conversation right here. And then they have to, you have to like explain what it is that you do. And you know, it's like everything's hidden behind the curtain. And what the way you were, you need to flip that model and have an 80% shoot ammo, this mouse 80% should be up front. So you should tell your story as much as you can, online because that's where people are browsing. That's where they're going to see you. So as much as you can share everything about your company about your project. Let people Follow your journey as you're building your business because there'll be able to refer people to you or, you know, that's how you're going to get known. And when somebody finds you, and they can read all these things about you, so even personal things, on your like about section you're talking about what a great, you know, business person you are, but also, you know, what a great human you are, or human things about yourself. That's really important because people do business with people, not products. And so just, you know, telling the story, it's really, really important to tell a story. This is just the stat from the first seven seconds are critical. So all these, these research shows that if you can capture somebody's attention for seven seconds, they're likely to stay and pay attention for many minutes, which is a long time online. But if you can't get their attention in seven seconds there, they're going to leave right away. So that's what's critical there. Um, so posting on LinkedIn is, it's about sharing expertise. So when whenever you post anywhere on Facebook or LinkedIn, this is part of the little case study that I wanted to show you. It's about, you want to share your expertise as much as possible. Okay, so this is how, like, this is like the structure of a LinkedIn, I call them cold calling campaigns or nurturing campaigns. And this this same structure is kind of you would use this on Facebook as well. So what you want to in a way, so there's just a little bit different, but I wanted to show you like the different elements that you need to to have like a successful campaign. So I'm going to focus on LinkedIn. And I mentioned before that you need a sale, like a one page sales letter. And let me see if I have.

Dafne Canales 32:05

Yeah, okay, I have some examples. Okay. Okay, so I'm just gonna go through the example. So you need a one page sales letter, you need a sales page on your website. But you can also do something similar using a LinkedIn article, if you don't have a website. This is the LinkedIn article. So we use that as part of the campaign, you need to develop a connection script. So a script of what you're going to say to people and you know, a sequence of how you're going to say it, you want to optimize your profile. So what that means is making sure that when people get your message, they go to your LinkedIn profile, they, they see what you're up to, and you have everything like laid out for them. So that they they trust you faster, you need to know who your ideal client is, without being super, super clear on your ideal client. The campaign doesn't work, you need to have some kind of a software for appointment setting. Oops, there. And, and then we need to, you know, figure out, like, have a schedule for replies, and then have a schedule or plan for LinkedIn post. I know that many of you do stuff on Facebook. So on Facebook, this would be like, you need to have that initial ad that captures people's attention you need to have. So that first ad is that video, you need to have the second ad that you send to the people who click on the video. So you need to have like a series of column assets, you know, built. And that would be I guess, like, the connection script is like, how am I going to have this conversation with with my clients. So I think it's just, if you work backwards from your project, so you're like, I want to have 50 clients. So what that means is I need to have, I'm gonna, you know, I need 100 people to talk to me on the phone or email me, because I know that 50% of those people are going to turn into clients, right? So I'm just working backwards. Okay, so if I need 100 people to talk to me, then I might need, I don't know, like 1000 people to to see my ad not see the ad because that's a different conversion, but 1000 people to click on my ad, because 10% of those are going to be 100. And then 50% of those are going to be 50. So you want to work backwards like that to figure out what you need. And then you also want to work backwards on your campaign. So okay, if I need 50 people, what are all the different things I need to have in place to get those 50 people so I'm going to run an ad and then what's going to happen I'm going to you know, then the second thing is going to happen this third so you have to write a little you know, you do post it notes and kind of just think about your customers journey from the you know, from being a stranger to connecting with you and what are all the different pieces you need to have in place to to make That happened. Um, so this was a LinkedIn campaign. So the goal was to have 16 conversations which led to three sales. And what what you do on LinkedIn is you look for keywords, you look for company side position, industry location, and then you have to think about what you're offering. So I'm not sure if you've heard of the value proposition, or the business model canvas where you can map out what I'm, I'm a really big fan of the business model canvas. And if you also Google that, you'll, you'll see how it works. And there's tons of awesome videos about that, but, but it's like understanding what value you deliver to your customers what problem you're solving. And I know when I was, you know, a new entrepreneur, this was always like, just like, just keep going in circles on this. So it's like an forever thing that you have to do and keep asking yourself these questions. What, what is like, what's the value? What's the value? How am I different? What problem Am I solving? How am I solving it better than somebody else is being like super clear on this so that you're, you have it down in that 32nd pitch?

Dafne Canales 36:17

Okay, so this is my secret formula for how a sales page should work that one page PDF, and you would actually do exactly the same thing for a website. So you can see there, we've got a headline. So like a really big headline. So in seven seconds, you know, you know, Kennedy events will show you what virtual holiday party success looks like. So we're we were selling holiday virtual holiday parties, from September to November for big, like, companies over 200 employees. And then the second, this is like our second sub headline. What's this about? Right? So this is another like, really important line that you need to have there like message there. And then you've got the little paragraph, you know, what's this about? This part here is super important, it's a testimonial, because it gives you a third party credibility. And if you don't have testimonials, yet, from the work that you're doing, you want to start getting them. And it could just be it doesn't have to be a testimonial about your product, it could just be about you about you being a great person. So you definitely want to get some of those and use them in your marketing material. This part here, like I mentioned before, is it's what's in it for me, what did they get. So you always want to use break up this text with bullet points, because it's easier and faster for people to read. So we've got like the mini paragraph, testimonial the bullet points. And then I love the the 123 of getting started, it just paints like a really clear picture of what it's like to work with you and it makes your your customer feel comfortable. They're like, Okay, I understand what the process is. And the more like I said before, the more you can tell them not in the sales page. But just in general, the more you can tell them what it's like to work with you, the more they can visualize themselves working with you, and then it makes it a lot easier. So let's say a customer is looking at you and your competitor, if your competitor doesn't tell that story, you tell the story, they're more likely to go work with you, because you have like, they understand what the process is going to be like, they feel like they know you a little bit better. So make sure that you tell your story. So I think this is what I shared with with you guys in that link. So it's just, you know, the the 12349 of how to create those landing pages. And, and these are sales pages. And it's the same with the PDF. So that's what I just explained. So this is like how to make a website or a sales page. And then here is the article. So you need to write an article on LinkedIn as part of your credibility campaign. And an eye and and headlines are so important. as you can, you know, in the news, or you know, even when you're scrolling on the internet, something will catch your eye some headline, and you'll read that article. It's such a big deal. You know, headlines from like the 19. I love aces study. I guess newspaper advertorials from the 1930s just love the way that advertising was done back then. And they use a lot of those strategies. And so you know, the headline is everything. So for headlines, there's this thing if you google portant headline generator, it's a really great tool that you plug in your keyword. So whatever it is that you sell, or the value that you deliver, and it'll start sharing or like, you can generate a bunch of different headline ideas and find some ideas because headlines are hard to do properly. So now there's these awesome tools. When you're when you're writing this article, you want to make sure that you teach something. And maybe you've got like three paragraphs, you know, teach the, you know, 123 things, make sure you have bullet points short, really short paragraphs, because when people are on their phone, if your paragraph has maybe like more than two to three sentences, it starts getting like really chunky on the phone. So it's not like your English teacher wouldn't like this style of writing, just because of the way you break up the paragraphs. But that's how we need to write when we're writing on on digital, and then always have a call to action to everything that you do. what's what's the next step you want your customer to take.

Dafne Canales 40:49

This is the script, I just wanted to share, like a an example of how to connect with people on LinkedIn. So you have to do that connection request. And then what you want to do is you want to talk about, give them an indication of what it is that you do or what you're going to talk about. So I just highlighted here we were for this campaign, we were saying, we have a similar interest in organizing epic events, because further down in our conversation, and this is why you need to map everything out, I was going to talk to them about doing an event for for them, right, we were doing those holiday parties. So you want to start insinuating what it is that you're going to be talking about. This is just you know, a bunch of a bunch of text. But what I want you to take away from this is we we send that first connection request, once the person accepts, then we have a script for what we're going to say on on day one, and then another one on day three, and this can all be automated. And you can start on your own. But there's there's a bunch of tools, I'm actually I'll show you the tool that I use, I use expand d.io e x p a n di.io to automate these campaigns. And again, it's great software really easy to use, and lots of tutorials on it. So the first connection I make is, I share something, something valuable. The second connection again, you know, a lot of clients ask us for advice that it's important to say that you have clients, and then you know what you're talking about. And here's another resource that they share. It's a we're relationship building. And then the fourth point of contact is this is our sales pitch. Right. So we're saying you've only got nine days left, you know, we've been developing events for this is the third party credibility piece or we're you're naming some of the clients that you've worked with. And and then this is the what's in it for them paragraph, and here's the call to action, they can go and check out the PDF, or they can book an appointment using calendly I love calendly everyone should get an account, I think you can get a free account. And and that's how people can make appointments, and they can look at their schedule and look and see when you're available. Um, this one I wanted to show you is a LinkedIn profile optimization. So what you these are the different areas that you need to fix on LinkedIn to make yourself look awesome. So one is the background banner, make sure you have it, like branded or talking about what it is that you're doing. I like to run, you know, campaigns over quarters at least. So every quarter, you should have like a different campaign going on what you know, what's your focus for the quarter. And so holiday parties or you know, whatever it is, you just find something to highlight essentially. The other thing is, this is the headline. This part's the headline. And so we made it fun, because this this brand is really fun. So what I needed, you know, set up virtual, a virtual holiday party. So what happens is when people are searching for your name that shows up in the search, so that's important. And it's also like part of that seven second formula. When people come to this page, they know exactly what this lady does. On in the about section we did like a whole little script there, we used the same message that we did in in the script that I showed you before. So we used this part here. Just put it in there, we loaded the PDF into the featured section. And then inexperience we link the company page to the to the personal page and there's talk you know, fill this part out really nicely and then you have a good profile. So this is LinkedIn, but you know, just a just a message about looking for your ideal client using LinkedIn Sales Navigator. It's a paid upgrade. And I think you can do a basic search on the regular one. You can You can also do like a 30 day trial. But but don't buy LinkedIn Sales Navigator until your campaign is ready to go because you obviously start paying right away. So super, super powerful tool to search for the right people. And like I mentioned before I use expanding to do all the replies. So you can,

Dafne Canales 45:25

you can, you know, sort through people, you got to be like super organized if you're running these campaigns. So when we do LinkedIn cold calling campaigns, we reach out to about 2000 people a month per profile. So if we've got two business owners always try to do two business owners or two people to people's profile so that we're reaching out to 4000. Because remember, it's about that volume of conversations, and then, you know, coming down to the 10 people that you want to meet or whatever it is. So it's, you have to use automation to talk to 4000 people, not everybody talks at the same time. So you, you connect with 4000 people, and a certain amount of them will accept your connections, and a certain amount of them will will engage in conversation with you. And what we found in the campaigns is that we have to keep refining the audience. So we'll we'll send out messages, and sometimes it won't be the right person. And just just like in general as in your business, you're going to keep having to refine who it is that you you want to reach out to, you'll keep learning about. You know who that perfect person is for you. And then calendly is, is the other tool for appointment setting, which I really talked about. And then my last thing is on LinkedIn post, when you post on LinkedIn, or you post on on Facebook, my big message here is teach don't tell. So make sure you teach people every every time you post it's about teaching is about showing your expertise, one of the things you want to do is get people to stop scrolling. Remember that though only the first three lines are showing. So think about the seven second formula. Do you know is this interesting to people? Tell me why I should read this right. And I wanted to point out that LinkedIn posts and LinkedIn articles are two separate things, making videos is is great you can from the video, you can pull different articles, you can also pull quotes. In my social media strategy, what I do is I like to do like an article or something helpful, it could be a video, so some some big piece, that's my first year. And then for the rest of the month, I'll take little sections of that. So like, if you did like that big article with three major points, I'll take like that point number one, you know, share it later in the month. Point number two, share it later a month, or, like, go grab a sentence that was like that something cool in it. Make that into a quote. So reuse your content? Because it's it's very time consuming to create content. And and yeah, so you want to reuse it. And the other one is to share other experts advice. So when you're sharing, again on LinkedIn, you share some other expert you love their article write down why you love it's it's a it's kind of like a mistake to just, you know, people just reshare but they don't, you know, they understand that you're supposed to share expert articles. But the piece that they're missing is saying, Hey, I guys are guys, girls, everyone. I really like this because because of that now these three points. So then what happens is that expert article that expertise gets passed on to you. That's the psychological, you know, thought that people have is, is when you're able to summarize something that an expert wrote, it's that credibility gets passed on to you. And if anybody wants to connect with me on LinkedIn, that's that's my profile, Daphne canalis. And I will open it up to questions.