One LinkedIn Tracker to Manage All Your LinkedIn Marketing

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Bonus: Get the Connection Invite Template that gets us the most acceptance rates.


    Transcription

    So here’s a bonus.

    Rather than just give you the template, I thought I’d take an extra step and show you how to use it.

    So this is the template in Google sheets, and we have different worksheets in this spreadsheet for different purposes.


    The LinkedIn Questionnaire 


    So the first sheet is the Questionnaire where we have about 14 questions that we use to gather some information about the clients we work with. It’s very important that you have these written down, because it’s very important in the later part of the process. 

    I’ll walk you through each of these one by one..So the first question is What is your buyer persona? Before you start marketing on LinkedIn, it’s very important that you get a clear idea on who you want to sell your products or services to.

    And you need 4 main details about these people- what are their job titles, where are they located, their countries or their cities, how big is their company- or the company size, it can be a small startup with, say 1-10 people, or an SMB with 11-50 employees, or a big company with 50-500 people or a big enterprise with thousands of employees.

    And then you need the industries that you’re targeting- it can be internet if your targeting internet based companies..or say, Marketing and Advertising if you run a content agency looking for work with other agencies, or say, banking if you help banks.

    These are the 4 main characteristics you need to start targeting leads on LinkedIn.

    PLEASE DO NOT IGNORE THIS STEP, in fact, I recommend that you spend a full hour just researching and detailing these 5 answers- it’s also the one mistake I notice most consultants or businesses making- they don’t have a clear idea of who they want to target.

    The next question is What is your motto or goal? - so there must a business goal that you’re trying to target not w.r.t revenue, but with respect to the impact you’re trying to create in your industry— in our case, for example, our motto is to influence 1 million business by the end of 2020.

    Or say, Disrupting the hiring industry using automation & AI- that’s another example. The next one is about any tangible achievements you have like "Mentor at Techstars" or "2018 Top Quora Writer" or "Forbes 30 under 30" or won so & so award. 

    Now where do we use these two- the truth is that while optimising your profile to generate leads on LinkedIn- there are three main elements on your profile you need to optimize for no matter what- and these three elements are visible everywhere on LinkedIn- in the linkedin feed or the sidebar or the inbox- and they are your profile image, name and tagline. So you have to make sure you optimize your profile - look approachable,  have a good smile and ensure that you don’t look weird.

    And for the title or the tagline- we use this info we get from clients— like  Mentor at TechStars or Forbes 30 under 30 or any tangible achievements like won-so & so award etc in the tagline to build trust and establish credibility, and then we add the motto to clearly explain how you’re adding value to your network on LinkedIn. 

    If you have your title as VP of marketing at company or Content Marketer at so and so company, you’re just saying what you do, not how you can help your target audience. So say something like- I help B2B business grow on LinkedIn or Making Data Accessible with Alphaa AI etc. and here’s an example of a tangible achievement used as well: #EMERGE50 winner 

    The next one is to name some clients you've worked with in the past (atleast 4; preferably well-known companies)- see I will not work with someone who doesn’t have experience in what they’re claiming to be good it, so how do you prove to your prospects that you are in fact experienced..just drop the names of the clients you’ve worked with.

    This has to be mentioned in your about or summary section. In fact, the skeleton structure I would recommend for your about/summary section is this- who you are, what you offer, who are some clients you’ve worked with, and how they can get in touch with you.

    For the last part- which is how they can get in touch with you, we have the next question- What’s your consultation link or contact page URL. When you’re trying to generate leads on LinkedIn, make it as easy as possible for your customers to reach out to you with an interest of working with you.

    The easiest way to do this is by adding a Free consultation or calendly link in your featured section on your profile- you can easily setup a typeform for free- like this one I use or a calendly link where your prospects can directly schedule calls with you.

    DO NOT ADD AN EMAIL in your about section and hope that people will  reach out to you via email. Nobody will take the pain.

    You should have a form or calendly link on your profile.

    Next- 9. What is your LinkedIn profile URL? What are 3 keywords you want to rank for in LinkedIn search? The truth is that if you have the default linkedin URL, it’ll look weird with some numbers and letters at the end.

    You need to brand it with you name and keywords so that you’re SEOing your profile for Google + also add the keywords that you want for in LinkedIn search in your skills section on your profile.

    The remaining questions are just so we can get an idea of the clients that we work with, their goals, their existing lead gen channels, their pricing and details of their internal team.

    After you fill this sheet out, we have the project management sheet.


    The LinkedIn Project Management Sheet


    Now I started out as a freelancer who’s entire day was havoc because I didn’t follow a process or delegate work properly or even log my tasks properly. 

    After 3 years and bootstrapping an agency I’ve understood that having proper systems and processes are very important. And the task management system is the first process you need to have in a business.

    Even if you’re a solo consultant or freelancer and you’re doing all the work yourself, always log your tasks with deadlines and statuses of each task so that you have a clear idea of what needs to be done.

    This is a simple project management sheet that we’ve used for over three years to track & delegate work. And we have a few simple columns in this sheet.

    The first column is a task ID- it’s a simple number for each task, the second one is the owner of the task… or the person who’ll be working on that task, then the task type - for linkedin, it can be branding or outreach or content, and then we have a deadline for each task, a tag which stands for the complexity of a task- so we use t-shirt sizing here- small or S for small tasks that take upto an hour, Medium or M for tasks that take upto 2 hours and Large or L for tasks that take upto 3.

    If you have tasks bigger than 3 hours, well, break it down into smaller tasks. And then we have a notes column and a link column to add any links to that particular task.

    And finally we have the status column to mark what stage that task is in.. initially in assigned, and then in progress when you start working on it, submitted , revisions, completed and so on.

    Now if you’re wondering about how to collaborate on any task from a google sheet, remember that although this looks like a crappy google sheet, google sheet has one of the most sophisticated, scalable and all thought out Saas ecosystems in the world.. if you need to collaborate with someone from your team, simply right click, add a comment and @email , say adi@growthclub.org, what do you think?

    And they’ll get notified about your comment, and then they can choose to reply as well. Spiffy, huh.?

    I’ve also taken the liberty to add some initial tasks for you to get started, and once all these task are completed, you will have begun your linkedin marketing journey.

    The Content Ideation Sheet


    And next, we have the main highlight of the tracker- the content ideation sheet. I’ve generated about 20 MN views on LinkedIn, and even today, at times I run out of ideas to create content, and when that happens, I turn to this sheet. 

    The content ideation sheet is filled with content prompts and questions that expand you thought and make you think about ideas that you can create content with.

    It’s pretty self explanatory- you have several sections starting with a section about your target audience what their job titles are, what are the topics they care about, who are some influencers in your space etc. 

    This section is important because as you fill in your own experiences and thoughts in the sheet it will guide you on what you should be focusing on both with respect to the interests of your target audience and the influencers that you can gain inspiration from. 

    The anecdotal stories section is mostly useful in crafting experiential stories. 

    If you’re wondering what experiential stories are, it’s one of the content types we use for clients and ourselves, and to be frank, it’s the one Likedin content format that we’ve generated 80% of our leads from. 

    We have a detailed list of content problems that you can use to to guide your thoughts,  recall memories and note them down in the sheet. 

    For example this content prompt about when I got rid of a bad habit brings back a lot of memories on major changes that I brought about in my daily routine that helped me a lot in improving my productivity and being a better marketer and founder. 

    So all you need to do is take a look at the content prompts that are listed in the anecdotal stories section and fill them  out one by one. 

    Then we have background and tone of voice to understand where we come from and what tone of voice we prefer on LinkedIn. There are a lot of questions or prompts that you can use to recall memories and fill this section out. 

    Next, there are the sections on the problems in your industry, on your interests, the lessons you’ve learned, the successes you’ve had, the obstacles you’ve faced ans so on. Basically, this sheet is just a bunch of questions on different topics that help you think about what to talk about on LinkedIn. 

    They act as a guide for your brain to channel your thoughts accordingly, note them down and use them later on for posts. And we use this sheet for creating content for all our clients.

    The LinkedIn Content Calendar


    And next we have the LinkedIn content calendar- now this is super simple to use- we have a date for when the content is to go live, the type of post - (if there’s is a video or image or slide you need to add with the post, you can add the link here)- a column for the content doc- the status of what stage that piece of content is in- say ready for client review, feedback left by client, approved, rejected, published, views recorded or scheduled.

    A notes column to add any details, the link to the linkedin post after you’ve published it and the reach of the post after 2 weeks of posting so that you can track which content did best and do more of that type of content. 

    Now this is the most simple form of a content calendar you can use that meets all the basic needs, but of you’re spending a considerable amount of time on your LinkedIn content and have multiple people on your team working with you for it, I would recommend that you use Trello, like we do right now to track all your LinkedIn content in Trello cards that move through the different stages- like this. 

    The Logins Sheet


    And then we have a logins sheet just to add logins to your Linkedin or gmail or chrome profile or calendly or trello or typeform accounts. 

    So that we have everything we need in one place. And then we have the workbook sheet where you can manage and track your outreach. 

    The Workbook Sheet


    So we have separate section here where you can enter the keywords, industries, job titles, Company Headcounts, and the geographies or cities that you’re targeting- again- based on the buyer persona that you mapped in the questionnaire- so how do we use this?

    Simply head over to sales navigator on LinkedIn (it’s a paid tool offered by LinkedIn, cost about 70 bucks a month)  and enter the filters like geography, industry, company headcount, job titles etc and take this list- because these are the users who are active on linkedin. 

    And once you have a relevant list of prospects, copy the browser URL and paste it here in the sheet.

    Then we need to add the outreach templates that you want to use, say the connection message, the welcome message, the first two followups, and then any pitch templates where you pitch them your service or product.

    Now there is only one rule I’d recommend first and foremost for any of your outreach. Be human and add value. The thing is- no one gives a shit about you… unless you add value to them and help them achieve their goals. 

    So when you send a connection invite, don’t say, hey, would Love to connect. Take a look at their profile, and say something ,like Hey Adi, just went though your profile- loved the cover image with your inverted photo or the great recommendation from Sachin. Would love to connect!   

    When you send a welcome message, don’t be like 90% of Linkedin marketers who send automated sales pitches right after someone accepts a connection request asking them to book a free consultation call. 

    You’re not just making it look like a spammy outreach message, you’re also insulting the intelligence of your prospect, spend some time and send a personalized message. 

    If you’re into the hiring industry, take a look at their company, and give them some tips- on how to hire better, if you’re in marketing, take a look at the content on their website and share some suggestions that can help them.  

    Do the same thing in both your follow up messages- keep on offering value until they start feeling guilty about not responding to you, and finally when they do, you can pitch your message or product. 

    Don’t try to throw shit at 2000 prospects and see what sticks, offering value to your prospects and then pitching them is always the best approach. 

    So how do you reach out to prospects? Simply head over to sales navigator, click on connect and include your personalized connection invite.

    The remaining messages can be sent once they accept.

    And then we get into experimentation- see all outreach templates you use will not work for you, the best way to find out what works is test diferent templates continuously and see which ones generates responses and leads, and you can note down the number of prospects that responded or converted in the statistics column.

    The experiments column is so that you can test out different combinations of filters for sales navigator and outreach templates and over time find out what works for you. 

    And finally, we have the leads sheet.

    The LinkedIn Leads Sheet


    What's one thing I can tell you about the LinkedIn inbox? It sucks. 

    There is no proper way to manage or categorise conversations, so it’s important that you have a proper CRM or a sheet like this where you track all your linkedin conversations. Now how does this work. 

    It’s pretty simple- a column for the name of the prospect, a column for the messaging thread.. it’s this browser URL when you click on a message thread in your inbox and then the status of the conversation based on where you are connected- welcome message, followups, awaiting reply, or not interested. 

    And if you’re running a campaign or experiment, you can add that here as well and a column for any notes.

    BOOM almost everything you need for LinkedIn managed and tracked in one single google sheet.

    Now, I can promise you three things: One- if you don’t take what you learnt in this video and execute, nothing’s gonna change.

    Two- if you do execute, this information is all you need to start seeing results on Linkedin in as little as a few weeks,.

    And three- IF you want the one connection invite template that gets us the most acceptance rates and conversations among the hundreds of templates we’ve tested over the years across dozens of industries and hundreds of customer personas, enter your name and email below, and I’ll send it to you.

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