5 Killer LinkedIn Tactics We Used to Generate 50 Appointments in 2 Months
Sean Anthony
Founder at Growth Response
Sean Anthony
Founder at Growth Response
In the world of B2B lead generation, nothing comes close to LinkedIn.

As of October 2018 they get 1bn+ monthly views with 550mil+ people on the platform. 

A staggering 80% of B2B leads sourced and 46% of corporate website visits come from LinkedIn. 
Simply put - if you are in B2B and looking for your highest value, most profitable deals..

There is simply no better platform than LinkedIn. 

And if you’re not using it as a primary lead and customer acquisition channel.. You need to change that RIGHT NOW.. 
See.. there’s something strange about LinkedIn.

You’d think with all of the clear-cut data that it would be exploding in popularity, but that doesn’t seem to be the case. 

Take a look at this Google trends graph of the last 5 years.. 
A few years ago everyone was buzzing about LinkedIn, but it appears business professionals aren’t as excited about it as they once were.

Why should you care?

Because this represents a golden opportunity for you!

While ‘the herd’ is caught up in the Facebook buzz, you can quietly (but rapidly) grow and scale your company and sales using LinkedIn.

Don’t make the mistake of getting caught in the herd of people who flock to every new shiny object (which by the way, will be LinkedIn in the next 3-5 years).

Solidify your position NOW and dominate your market before everyone else finds out about the goldmine sitting right in front of them.

“OK, I’m sold - but what’s the best way to use LinkedIn to grow my business? How do I generate more leads, appointments, and sales with the platform?”

Glad you asked, let’s jump into that right now…

TABLE OF CONTENTS
In this guide we’ll be covering 5 KILLER LinkedIn tactics we used to generate 50 appointments and 13 closed deals in 2 months for our agency.

These are also the tactics we used (and currently use) to generate more than $2.5M+ in new business for ourselves and clients in our first year of operation.. So trust me when I say ‘it works’.

They are listed sequentially, so I advise you not to hop around if you’d like to get similar results.






These 5 tactics will help any B2B product or service company who needs more high-value leads (and has a product/service that doesn’t suck), but here are some industries we’ve seen incredible results with for ourselves and clients:

•  Marketing / Digital Agencies
•  B2B SaaS
•  IT / MSPs
•  Consultants / Coaches / Training Companies
•  HR / Recruiting / Staffing
•  Guest Speaking (Events / Podcasts / Videos / Interviews)
•  Strategic Partnerships

The beauty of these tactics is you can replicate it across your sales team and turn them into a social selling, lead-generating army.

Now before we get started, I’m assuming you already have your target market and Ideal Customer Profile (ICP) nailed down.

(If not - there's a free template in the LinkedIn Prospecting Toolkit that you can download for FREE here ⇒ Click Here)

Got a crystal clear ICP? Let’s jump into it..
[Tactic #1] - The Profile Makeover - How To Turn Your Profile Into A High-Converting Landing Page
Most people treat their LinkedIn profile like a resume. 

If that’s you.. You’re doing it WRONG!

Your profile is a prime piece of digital real estate that can generate you a consistent flow of leads organically, if you do it right. 

Think of it more like a sales letter or landing page rather than a resume.

Here are the 3 key areas you need to optimize for:

1. Profile photo
2. Headline
3. Summary

There are many other things you can optimize as well, but start with these 3 and you’ll be ahead of 80-90% of the competition.

1.Profile Photo

Grainy pictures, partying, or even worse this..
..are NOT acceptable!

Your profile picture is the first impression anyone has of you. If you want to make a good first impression, it’s simple. 

Get a clean, professional headshot and smile.

This is mine:
Nothing special (not even professional really), but I look friendly, approachable, and not like I just rolled out of bed.
Your profile picture plays a massive role in getting your prospects to click the ‘Accept’ button on your connection request.


2.Profile Headline

Is this you?

“CEO/Founder of Best Company Ever | 27x Award-Winner | Badass of the century | Innovator | Influencer”

Yes?

Then you might want to consider making some changes.

Other examples of bad headlines are:
•  President of..
•  VP / Vice President of..
•  Director of..
•  Head of..

The truth is, no one cares about you or your company. Your headline needs to be customer-centric. 

It needs to answer the question ‘what’s in it for me?’

What your prospect cares about is how you can help them, that’s it.

There are plenty of other areas in your profile where you can put your actual job title..

..but if your goal is to generate leads organically from you profile, save your headline for your prospect.

Here’s a couple simple frameworks to turn your headline into a powerful elevator pitch:

For Founders/Owners/CEOs:
“I help/Helping/Teaching [target market/industry] to [value/solution you provide] by/using/through [how you do it]”

For Sales/BizDev people or those representing a company:
“We help [target market/industry] to [value/solution you provide] by/using/through [how you do it]”

If there’s enough room at the end of it, then you can add your title and company.

Here’s my example:
“Helping B2B SaaS Companies Generate Leads and Customers Through LinkedIn and Cold Email 🚀 Founder @ Growth Response”

You know the primary target market I serve (B2B SaaS), what problem I solve (generating leads and customers), and how I solve it (LinkedIn + cold email).

Your connection acceptance rate will be based solely on if your prospect looks at your profile and thinks “this person can help me.”

3.Profile Summary

Most people treat their summary as a resume, or talk about themselves in the 3rd person (yuck).

Your profile summary should read like a ‘soft-pitch’ for you and what you do, while remaining focused on your ICP and ideal prospects.

It should address the following:

•  Who you serve
•  What problems you solve
•  How you solve them
•  Your authority
•  Next steps / Call-to-action

Resist the urge to give a laundry list of your accomplishments and experience here. All that’ll do is scare people off or bore them to death.

Here’s my profile summary, I modeled the framework from a badass colleague of mine Joey Gilkey:

By reading this, you know exactly what I do, who I serve, how I serve them, and how to get in touch with me.

My profile gets around 200 organic views a week. That means 200 of my ideal customers see my profile summary every week!

For context - LinkedIn ads average around $8 cost-per-click, which means I’m saving potentially $6-7k a month in ad spend.

If you need inspiration for your profile summary, the LinkedIn blog has some great examples here:


Just remember - don’t be selfish. It needs to be CUSTOMER CENTRIC!
[Tactic #2] - The ‘Perfect Prospect’ List - How To Build A List Of 1000s Of Laser-Targeted Leads for Less Than $100
Here’s where the fun starts.

You’ll begin to see just how powerful LinkedIn is in finding virtually any decision maker at any company that you want to reach out to.

Quick warning though - if you aren’t technical, this tactic may frustrate you. Just follow the step-by-step instructions and you’ll be fine.

Once you have your profile optimized for your ICP, it’s time to build a list of your perfect prospects.

To do this tactic you’ll need 2 tools that cost less than $100/mo.

The 2 tools are:
•  Sales Navigator ($79.95/mo)
•  Phantombuster (free or paid plan depending on daily volume)

Here’s the steps to building a list of 1000s of laser-targeted ‘perfect prospects’ every month..

Step 1: Create a targeted prospect list using LinkedIn Sales Navigator
•  Go into Sales Navigator
•  Click ‘Advanced’ in the top right, then click ‘Search For Leads’
•  Use your ICP and Sales Navigator filters to create a list of 500-1000 targeted prospects. Sales Navigator only loads pages for 1000 results with each search, so keep filtering until you get to that
•  If you trust LinkedIn’s ability to find your exact prospects (note: it’s not 100% accurate), you can copy the Sales Navigator prospect search URL and proceed to the next step.
•  If you do not trust LinkedIn to generate the perfect prospect list, you can go through manually and tag the correct prospects and/or ‘save as lead’. From there, you copy the Sales Navigator prospect search URL and proceed to the next step

NOTE: Click ‘Save Search’ in the top right of Sales Navigator so you can refer back to this list later
Here’s an example targeting B2B SaaS Founders in CA, WA, NV, OR, 11-50 employee size, and 2nd degree connections.
Step 2: Download Sales Navigator Search Results to CSV
•  Copy the URL for your saved Sales Navigator prospect list
•  Go to Phantombuster.com and create an account
•  Go to the API store and find “LinkedIn Sales Navigator Search Export”
•  Follow the directions on the page to export your prospect search to a CSV
•  Once completed, import the CSV into Google Sheets

Step 3: Generate the official LinkedIn URL (instead of the Sales Navigator URL)
•  Go back to Phantombuster.com
•  Go to the API store and select “Linked Sales Navigator URL Converter”
•  Follow the instructions on the prompt and drop your Google Sheet ID from the previous step into the API
•  Hit the three dots next to “Launch”
•  Once it’s done, you’ll get a separate CSV that will include the official LinkedIn profile URL’s of your prospect list

Step 4: Consolidate data into one spreadsheet
•  Take the LinkedIn profile URLs from Phantombuster and replace the Sales Navigator profile links from your original Google Sheet
•  The main final columns you’ll need for the next step are :
- First Name
- Last Name
- Company Name
- LinkedIn URL

If you did the steps right, and you’re brain hasn’t exploded, you should now have a laser-targeted list of your ideal prospects that fit your exact ICP - and a process that you can repeat for less than $100/mo.

Keep this list close, we’ll be using it for the next tactic where connect with 50-75 of these ideal prospects every day, on autopilot.  
[Tactic #3] - The Automated Connector - How To Connect With 50-75 Of Your Ideal Customers Everyday On Autopilot
Now that you have your list of perfect prospects we’re going to load them up into an automation tool to connect with 50-75 of them everyday on autopilot.

There are many tool options out there for LinkedIn automation, but here are 2 we use:
•  Dux Soup or LinkedHelper ($15/mo, but LinkedIn is starting to crack down on chrome extensions)
•  Orca ($69/mo, but safer than Dux Soup as it’s not an extension)

Just make sure it has the ability to upload a list of LinkedIn URLs to connect with and to view profiles automatically.

Before we get started, there’s a disclaimer I need to put out there.

LinkedIn Disclaimer

PLAY NICE when using automation on LinkedIn! If you have too much activity (profile visits, connection requests, connection rejections, pending connections, messages, etc.), your account can be suspended or permanently banned in some cases.

Bottom line: don’t be stupid, don’t push it to the limit, and don’t be a spammer! 

My basic rules of thumb are do not exceed 75 connection requests in a 24-hour period, do not exceed 1000 pending connection requests at any given time (you can withdraw them), and do not visit more than 200 profiles in a day.

I am NOT a LinkedIn moderator or administrator, these are just my conservative estimates. I am NOT responsible if you lose your account trying anything mentioned in this guide.

If you’re not comfortable with automation, do this tactic manually.

You’ve been warned. Be smart.

Cool?

Alright… let’s dive in.

For this guide, we’ll use Orca in the examples.

Step 1: Create a campaign using your perfect prospects list
•  Go to Orca and “Create Campaign” (label it according to your ICP, ex: “B2B SaaS Founders | 11-50 | WA, OR, CA, NV”)
•  Click “Upload a CSV of LinkedIn Profiles”
•  Find your perfect prospect list and upload it

Step 2: Setup your campaign sequence
•  We like to do profile visit as the first step, connection message as the 2nd step, and follow-up message when they accept for the 3rd step
•  Your connection message should be specific to the ICP and/or their job title, and the follow-up message is to thank them, NOT to pitch them

Ex. connection: “Hey [name], I’m looking to connect with [job title] in the [their market] industry. Would love the opportunity to connect and share insights if you’re open to it?

Ex. follow-up: “Thanks for connecting [name], appreciate it. Looking forward to learning more about you and your [company/business]”

Step 3: Turn the campaign on
•  Once you have your sequence setup, select the days you want it to run and turn it on

Boom!

You now have a way to connect with 50-75 of your perfect prospects everyday on autopilot.

But... what do you do once they’re a part of your network?

Let’s get into that in the next tactic..
[Tactic #4] - The Content Machine - How To Create Content That Generates Demand, Thought Leadership, And A Flood OF Inbound Leads
Having a large network of connections is pointless unless you have a way to turn them into interested leads.

One of the best ways to do this is through content marketing and curation.

By building a content machine, you’ll have a way to generate demand, thought leadership, and inbound leads on autopilot.

You’ll build credibility and trust, gain new connections, and beat your competitors by staying top of mind with your audience.

There are endless amounts of content types you can post, but keeping it simple with a mix of these 3 has been effective:
1 .Curated content (relevant to your ICP)
2. Short-form status updates
3. Long-form status updates

Let’s take a look at each of these now..

1.Curated content relevant to your ICP

Curated content can be in the form of images, videos, articles, etc created by other companies that target your audience but are not direct competitors.

You can use these 2 free tools to help you with automating this part:
•  Feedly (automate sourcing of new articles)
•  Hootsuite (automate posting of articles)

Follow these steps to find relevant curated content for your audience..
•  Make a list of 5-10 of the top influencers, blogs, websites, etc that your audience follows
•  Sign up for a free Feedly account and search for the sources in your list. This will give you a feed of all the new content coming from those sources everyday
•  Pick a day once a week that you’ll spend 1-2 hours finding the best content from those feed sources, and loading it up into Hootsuite for automatic posting
•  With each post, add a short blurb with your thoughts or a question to engage your audience.

Here’s an example of a curated content post:
Curated content won’t get the most engagement or views, but you’ll begin to build your credibility, trust, and top of mind awareness with your audience by posting content that’s useful to them.

2.Short-form status updates

Remember when Facebook business pages first came out, where every post hit 50-75% of your entire audience?

That’s currently where LinkedIn is at, and by posting 2-3 short-form status updates a week you can generate a massive amount of organic views even with a smaller network.

The point of these posts isn’t to go viral, but to engage and stay in front of your audience at all times.

Having said that, you will have some posts go viral if you’re posting solid content. You’ll see an example of one of my viral posts below.

I use these 3 formats for my short-form status updates:

a. Questions

Questions are a great way to engage your connections while also getting them to do some of the heavy lifting for you.

When someone likes or comments on your post, it becomes visible to their network even if you’re not connected.

This can cause a ripple effect with 1000s of extra eyeballs on your posts and many new connections gained without you reaching out.

Here are some examples:
b. Sharing thoughts / tips

These can be your thoughts/opinion about a certain topic or quick tips.

The key is to keep it relevant to your audience while making it interesting enough to engage with.

You can mix in questions at the end if you want a better chance at getting your audience to engage.

Here are a few examples:
c. Short native LinkedIn video 

Native video is starting to take off on LinkedIn and you can get an incredible amount of engagement if you do it right.

Short 1-2min videos that are relevant and useful to your audience work best. Add a text description to your post as well to increase engagement.

The key here is to KNOW your audience. Don’t just randomly post selfies and talking head videos.

My audience responds well to tactical stuff, so I created videos and posts with actionable B2B sales and marketing tactics.

Here is an example of a native video post that got 18,373 views, 99 likes, and 245 comments, where I announced the coming release of a tactical lead generation guide:
D. Long-form status updates 

This is essentially the same thing as short-form status updates, just longer and expanded upon.

Personal stories and experiences that tie in to your target market do well here.

Here’s an example of one that did well regarding SaaS demos:
The others are too long to screenshot so here are direct links to other examples: 

Posting schedule:
I recommend posting at least 2-3 times a week using a mix of curated content, short-form, and long-form status updates.

At the time of those screenshots, I had roughly 3000 connections. With 1000+ views on each post, that means that each post is seen by roughly 35-50%+ of my audience.

If you optimized your profile in tactic #2, you’ll get around 8-10% of people who view your post to click over to your profile.
In my case, that means around 2-300 profile views every week.

Would it be useful to you if you had 2-300 of your ideal customers viewing your profile every week, interested in learning more about what you do?

[Tactic #5] - The Appointment Generator - How To Turn Prospects Into Interested Leads, Appointments, And High-Ticket Sales Opportunities
In this tactic you’ll learn how to turn your connections into interested leads and appointments using direct messaging outreach.

Most people are afraid of this step, but if you’ve done tactic #1-4 correctly, you’ll be setup for success in your outreach.

Let’s revisit what you’ve done so far:
1. You’ve turned your LinkedIn profile into a high-converting landing page
2. You’ve built a laser-targeted list of 500-1000 your ideal perfect prospects
3. You’ve turned on your automation that connects with 50-75 of your perfect prospects everyday on autopilot
4. You’ve built a content calendar and machine that builds your thought leadership, generates demand, and gets you a flood of inbound leads

Now all that’s left to do is to systematically reach out to your connections, to take the conversation to an offline appointment.

You don’t HAVE to do this part, but if you want predictable pipeline and lead flow instead of sitting around waiting for people to contact you, then this step is important.

Let’s jump into it now..

Step 1: Export your leads to a Google Sheet
•  Click on “My Network”
•  Click on the number above “Connections” on the left side
•  Click on “Managed synced and imported contacts” on the right side
•  Click on “Export Contacts”
•  Check the box next to “Connections”
•  You’ll receive a CSV download in 5-10 minutes with all of the data of your connections

Step 2: Clean your data 
•  Delete any friends, family, or irrelevant connections that aren’t your perfect prospects from your list
•  Create a separate tab for campaign tracking with header columns for First Name, Last Name, Company, Title, LinkedIn Profile, and to track Message 1, 2, and 3


Step 3: Create your messaging sequence
We like to use a simple framework of the following 3..

• Message 1: Provide value - give value in the form of content or a solution
• Message 2: Ask - ask if it makes sense to take the conversation offline
• Message 3: Follow-up - follow-up on your ask to see if they are interested


Step 4: Segment your list and send your messaging sequence
•  Segment your list depending on the messaging volume you’d like (don’t exceed 50/day)
Ex: If you have 100 connections, you can split into 2 groups
•  Start with message 1 and send to your segment of connections
•  Use the campaign tracking sheet to mark the prospects that you sent message 1
•  Copy the messaging URL for each prospect into your tracking sheet for easy access during follow-up

Step 5: Send follow-up messages
• Send message 2 and 3 as follow-ups, spaced out by 1-2 weeks
• Schedule any interested leads into an appointment

If you have your ICP nailed down and your messaging right, you can expect an 8-10% positive response rate.

This means if you have 100 connections, 8-10 of them will be interested in an appointment with you or your sales team.

What would 8 more appointments a month with qualified, ideal prospects mean to you?

Let’s do some quick math to find out..
THE ROI FORMULA

Close Rate * Customer Lifetime Value = Lead Value

Before we cap things off, I want you to do the ROI formula for yourself so you can determine how much these tactics could be worth to you.

Let’s take the 8 appointments a month example above, from the direct messaging outreach alone.

Our agency close rate is roughly 30%, and customer lifetime value is $25,000.

For our formula that would mean..
30% * $25,000 = $7,500 Lead Value

This means that EACH LEAD should be looked at as worth $7,500.

With 8 leads/appointments a month, that means we are generating $60,000 worth of leads every single month.

Do the math using your own numbers and you’ll see how game-changing this can be for your company.

5 Key Takeaways From Generating 50 Appointments And 13 Closed Deals In 2 Months With These Killer LinkedIn Tactics
When it comes to generating high-value B2B leads, appointments, and sales opportunities - LinkedIn should be the #1 platform you look to.

These are the exact 5 tactics we used to generate 50 appointments and 13 closed deals in 2 months.. And you best believe we continue to use them.

Now that I’ve lifted back the curtain and shown you how to do the same, it’s time for you to take action and test it out for yourself:

Here’s a recap and 5 key takeaways from the tactics we covered:

1. Optimize your LinkedIn profile starting with your profile photo, headline, and summary. It should serve as a customer-centric landing page, not a resume.

2. Take advantage of Sales Navigator’s ability to filter for your exact ICP. You can build lists of 1000s of your ‘perfect prospects’ every month for less than $100.

3. Automate the process of connecting with 50-75 of your perfect prospects every day with a tool like Dux Soup, LinkedHelper, or Orca. Be careful with automation though.

4. Build your trust, credibility, and thought leadership by posting useful curated content, short-form status updates, and long-form status updates. This will result in inbound leads reaching out to you.

5. Turn connections into interested leads, appointments, and high-ticket sales opportunities using a multi-touchpoint messaging campaign. Use a simple Google Sheet like this to track your campaign.

NEXT STEPS
Congratulations if you’ve made it this far. Most people won’t!

You now have an incredibly powerful system for LinkedIn to generate leads at will.

Use it wisely!
Here’s what to do next:

1. Make sure we are connected on LinkedIn  https://www.linkedin.com/in/seananthonytech/ 

2. Download the Ideal Customer Profile (ICP) template, campaign tracking sheet, and example messaging scripts if you need it here ⇒ Download Here

3. Need help implementing these tactics for you? Book a call here to see if we’re a fit here

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