Build Your LinkedIn Buyer Persona Before You Prospect
Buyer Personas reveal vital information about your ideal client. You can then take that intelligence and find more prospects just like them. In other words, being able to pinpoint your clients’ attributes that line up with LinkedIn’s search criteria enables you to quickly build a qualified list of prospects.
Creating a Buyer Persona is a simple process, but should be taken seriously and have the proper time devoted to it. There are many factors that go into a comprehensive Buyer Persona, but for now I am going to cover the components key to leveraging LinkedIn to find and engage prospects.
Start by selecting 3 types clients that you would like more of and make them the focus of the research. Look up the company page as well as the people that you have worked with pre and post sale. Research and record the following characteristics to create your LinkedIn client personas:
- Type (Public or Private)
- Headquarters location
- Company employee size
- And take note of “related” and “people also viewed” companies on the bottom right of the company page, as these will often be ideal prospects for you
- Industry (although this may be the same as the company page, often individuals will choose an industry based on their title not the company)
- Their previous employers
- Schools they attended
- Groups they are part of
- Keywords in their summary and skills sections
- Years of experience
- Shared connections (often the people that know them will know others like them, and since they are already your first degree connection, they may be a good referral source)
Once you have identified these key search areas, take advantage of LinkedIn’s Advanced Search. Based on the criteria you have uncovered, you can very quickly identify lists of prospects that you may never have otherwise discovered.
BONUS: If you choose the 2nd degree relationship filter in the advanced search box, you will get a list of prospects that someone in your network is connected to and this will enable you to leverage your relationships to get warm introductions. Here is a message you can send your shared connection:
I hope this note finds you well. As you may know, I am leveraging LinkedIn to grow my network and noticed that you are connected to XXX at XXX. I was wondering if you would kindly provide an introduction for me. If you could copy us both in an email or LinkedIn message I can take it from there. To make it easier for you, I have included a short paragraph below that you are welcome to copy and paste.
Also, please feel free to look through my connections, I am happy to make introductions for you as well.
Thanks so much!
I would like to introduce you to Brynne Tillman, Chief Learning Officer at PeopleLinx. I thought it might make sense for the two of you to connect and investigate how you might work together. Brynne helps sales professionals build their pipeline, reduce the sales cycle and close more business through leveraging the power of LinkedIn. Brynne’s LinkedIn programs have made a significant impact on the way professionals are growing their business. Brynne will be contacting you in the next couple of days, please take her call; I believe it will be well worth your time.
*Some of these filters are only available with a LinkedIn Premium account. If you have a basic account, CLICK HERE to see your upgrade options.