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Attract Profitable Partnerships & Clients Using LinkedIn with Hailey Rowe · Values-First Marketing

• 0:00
  Unknown: Welcome to the copywriting for coaches podcast.
• 0:02
  Unknown: My name is Megan catchin, and I am obsessed with having your brand actually sound like you on the internet. We help you write all the things that you've been trying to articulate about your business but have never been able to put into copy. We're going to go deep to up level your business without adding more to your already full plate.
• 0:18
  Unknown: We'll keep it simple and sustainable. Sound like a breath of relief. Let's dive in. How many times have you opened your LinkedIn account just to find a long salesy message or straight out pitch when clearly they didn't even take time to get to know you or even just read your profile? Yep, we've all been there and yes, LinkedIn is a powerful platform, but so many people misuse it in this way before they even build a connection, which, of course, is huge turn off and can make LinkedIn feel like, feel like a hard sell. But when used correctly, you can totally attract clients and profitable partnerships using LinkedIn, and it can be a total game changer for growing your business. That is why I talked to Haley. Rowe.
• 1:04
  Unknown: Haley is a marketing and sales coach and strategist, as well as a LinkedIn lead generation service provider. She helps health coaches, life coaches and mindset coaches, but clients develop their no brainer offers and grow their online audience without the social media overwhelm. She's been named one of the top 25 coaches in Chicago and one of the top six business podcasts for health coaches. In this episode, we're going to explore how to attract clients using LinkedIn without jumping into a sales pitch right away, so that you can actually build genuine relationships. We're talking about how to open the door for meaningful conversations and potentially future collaboration that could be through a freebie, a networking, networking opportunity, or eventually working together. How do we actually use LinkedIn the right way, the way that is profitable, a way that actually makes sense.
• 1:59
  Unknown: So if you are ready to attract more clients and make real connections, let's dive in and learn how to use LinkedIn to build those lasting relationships and grow your business. We are here with Haley Rowe, who is going to tell us more about how to attract profitable partnerships and clients using LinkedIn. And so I feel like some people have complicated thoughts about LinkedIn. Is it still relevant?
• 2:24
  Unknown: Who is it really for? So can you start off by telling us just like, why LinkedIn and who is it truly best suited for? Yeah, definitely. So LinkedIn is a networking platform, and it's best suited for business owners or service providers who either work with a certain type of person with a job title of some kind, because it's very easy to target different job titles, or individuals who are looking to get speaking opportunities, maybe be on podcasts, Connect for with people, for corporate wellness, things like that, or it could be for people who want to form referral partnerships with other types of business owners. So it really can be used in a variety of ways, both to find potential clients and find potential partners and opportunities for visibility.
• 3:17
  Unknown: The only thing that it's not, maybe not good for, is if your niche, for example, is somebody who struggles with autoimmune diseases or something like that.
• 3:30
  Unknown: There's no filter on LinkedIn that would say these people have this problem, right? But there are ways you can get creative.
• 3:39
  Unknown: And you know, if you work with busy professional women, that could be a variety of job titles, or if you work with women who have health issues, there is a way to, obviously, look for women, and it is.
• 3:49
  Unknown: There's not a, unfortunately, LinkedIn doesn't have, like, a check off button for females, but you could probably tell by their pictures and things like that. So, so that's a little bit about who it's for.
• 4:04
  Unknown: Yeah, that is so smart to think about in terms of what is searchable, because otherwise, I think people are just going based on their feeling, or if they feel intimidated about going on there, or is it worth learning a new platform or having to be on like yet another social media platform. So you got into this a little bit. But what are ways to find your ideal clients and partners on LinkedIn?
• 4:31
  Unknown: Yeah. So there's a variety of ways. If you're using the free account on LinkedIn, a place you could start is just the search bar on LinkedIn. You can type in, you know, let's say you're looking to connect with teachers or lawyers or whatever, you could type in teachers, and then you could type in your town, which I do recommend if you're you know, even if you work with people virtually, I do recommend trying to find people you have something in common with, because when you're starting to network, it's great if you could say, Hey, we're both in the. A blank area or something like that. Now that's not essential, but if we can make things easier, make things more likely to convert or for people to accept your connection request, because you guys have something in common, why not leverage that? Right? So that's one way you could go about it. Another way you could go about it is typing in inch like keywords for groups on LinkedIn. So you will see at the top of LinkedIn, in that search bar, there's different filters you can apply, and one of them is groups. And let's say you work with travel bloggers, or something, you could put in travel and there's groups actually on LinkedIn where people who are interested in that are in the Members list of the group. So you could use that as like a search tool. The only thing about that too, to know about LinkedIn groups is it's not like Facebook groups, where people are posting in the groups all the time, and there's a lot of back and forth. It's more for the function of actually being able to find people on a free LinkedIn account instead of paying for Sales Navigator, which I will share later in the episode, why I'm such a big fan of Sales Navigator and paying for it. But if you're just getting started and you're getting your feet wet, that's another option. The last thing could be employees pages. There's also an employee's filter. So you could put that on and go to the the company page, or I should say, company. Sorry, the employees is what you look at. The company is the filter you would put on. So let's say you wanted to connect with some kind of decision maker at a certain company. You put in that company, you go to their page, there's an employee's list you can click on, and you can find the kind of person you're looking for. And then the last couple options, I mean, there's there you can engage on like minded service providers posts if they don't do the same services you like something that compliments you, and you'll be able to see people interested in that topic on that person's page or profile. But then the other option would be using Sales Navigator, which is a paid LinkedIn tool, and they do have a free trial month. And I do recommend for most of my clients. You know, I do LinkedIn lead gen services for them. And so if you don't know what you're doing with Sales Navigator, it's not necessarily you know on on you're not you can learn it, but I recommend saving your free trial if you're going to work with somebody for lead gen, save it for that person so that they can do it right for you and set it up for you and all that. So anyways, those are a couple different ways, but with Sales Navigator, you can get much more specific in your targeting, and it makes your life a lot easier for targeting. You can put in how big their company is, how long they've been in a certain position, location, you know, certain keywords, things like that. So it is nice if you're like, I don't want to attract tire kickers or people who are just starting out, for example, or I don't want to attract people who have no like, let's say you're a virtual assistant or something, and you know, it's a company with 1000s of employees, and they don't need a virtual system. Like, you can be more specific in your search, if you're using that, that's great. I'm also thinking in terms of, like the copywriting brain here, like your messaging guide would be very helpful, I think, to work with a lead gen person like this, because you are getting very specific on who you are targeting, who you are talking to, and the data you would get back from Sales Navigator or even just a free account would be super helpful. And like, who is connecting with this, who is resonating with this, and so on.
• 8:50
  Unknown: So, yeah, I'm seeing all sorts of, like, accessory benefits. Is that the right word? But like, not the original benefit you had intended, though, like, that is obviously there too, but like, there's also so many other benefits to this, yeah, well, and, and you bring up a good point, having your message figured out, and what you do, and something that you know, you know people find interesting, that's really important if you're going to do a high volume of lead generation right like now, to some degree, you have to test, and we won't know for sure until we test, but if you've already gotten a little traction organically on Instagram or Facebook or, you know, with people You know about a certain freebie or message or topic that's good to then do lead gen, because you're amplifying it, but if you're amplifying something that's really bad and that nobody ever wants, then that's a waste. So free, I think you're talking about, are you talking about my free messaging guide for. Message niche cheat sheet, yes, yeah, so that's on my website, Haley row.com, but that'll hopefully help you get your elevator pitch figured out first and what to think about when you're trying to decide your niche and your elevator pitch. And that won't be useful, because if you can't just dress up a turd, little proof of concept, weird analogy. But, yeah, yeah, put a lipstick on a pig or whatever they they say, yeah, go ahead. Okay, so I'm thinking this is so good, like, it's so great, that you can just search for, specifically who you are looking for. But then I feel like the next thing is like, oh, but then what do I What do I say? Or how do I not come off as, like, I think we all have, like, a little bit of, I don't want to say trauma, because I've seen pasty trauma of, like, all the bad pitches, all the bad DMS that are just like, pitching us right away. They don't even know us. Their pitch doesn't even make sense. Like, like, if they took two seconds to, like, even look at our profile. So obviously we are not saying go out and like, blindly pitch everybody that you know makes sense for you.
• 11:21
  Unknown: But give us some of the comment like, what are the lead gen do's and don'ts?
• 11:27
  Unknown: Yeah, great question. So I agree. I think a lot of people use misuse LinkedIn, like, you'll see a huge long message that goes into their sales pitch, and you haven't even met them yet, and it's just very It turns a lot of people off, and it's a shame, because LinkedIn can be used for good, but a lot of people don't use it that way, and then people get turned off.
• 11:53
  Unknown: So one thing to always think about is there when you start using LinkedIn, there's kind of two steps to making a connection. There's sending the connection request, which is like the equivalent of like a Facebook friend request, only on LinkedIn, right? So you'll be able to see all their posts when they accept you. You'll be able to message them when they accept you, that kind of thing. So you'll send a connection request, and then they'll accept it, and then you can send a second message to start the conversation. So the connection message, if you have a free account, unfortunately, you're not going to be able to edit many of them per week. It allows LinkedIn allows you to customize your connection request message.
• 12:38
  Unknown: But if you have a free account, I let you do like five a week and that's it, and the rest, you just can't add a note, or you can't customize anything. So one thing with that message is you're not asking anything. So a do is keep your first encounter.
• 12:56
  Unknown: No call to action. Nothing.
• 12:56
  Unknown: Salesy. Very much. So why you want to connect? Like, hey, I noticed we're both podcasters.
• 13:06
  Unknown: I'd love to connect. It looks like we're in the same looks like we, you know, work with different audience, the same audience in a complimentary way, or something like that. Or, Hey, I saw you're in the Chicago area. I'm an entrepreneur in the Chicago area as well. It'd be great to connect or just looking to expand my professional network here on LinkedIn, something like that. It's nothing crazy. Then the second message when they accept it is where you want to ask what I call an intentional question.
• 13:33
  Unknown: So, you know, I think there's like two ends to the bar. When it comes to meeting new people and networking, there's like, the people who send a question that's like, kind of almost like wasting your time, or like, weird or out of place, like, they'll ask, like, what's your favorite color? And, you know, like, where there's no, like, there's no what are we? Like, where? What are we? Where are we going with this business platform? So it is more expected to be networked with or to be connecting about professional reasons, right? So don't use a question that's hiding your intentions. Nobody likes that, right? But at the same time, don't use a question that's like, Hey, are you ready to buy my services? No, right? We need to first see what does this person who I'm connecting with, what do they find useful? What kind of connections would be good for them? What kind of things are they working on or excited about in their world?
• 14:38
  Unknown: And how can I get to know them better to see if it makes sense to propose either a collaboration. Maybe they need to have a free call with you to learn about your services. Maybe you have a freebie that would be useful to them once you find out what's useful to them. Maybe there's a certain type of content they would find useful on your LinkedIn page, and you can post about that. Yeah, so we need to ask a question that allows us to gain a little insight about what does this person find useful, and how can I be helpful and in a permission based way, right? So that second message, a do tip is to keep it short, not 40 paragraphs, and ask a question, open ended question that they can reply back to. And so like, what's what's a common niche that you work with, business coaches, life coaches, Okay, nice. So if you are a business coach, you might ask something.
• 15:41
  Unknown: Hey, it's great to connect what anything exciting you're working on these days in your business, something like that. Would love to hear more. Would love to hear what you're up to, or something.
• 15:53
  Unknown: If you're a life coach, it depends on your niche, obviously, but you might say, I'm looking to post content that's super helpful when it comes to relationship, whatever your life coach, types of things you cover. Is there any specific topics you'd find really helpful? Or some Is there any specific hurdles you're having in that area that you'd find helpful in my content, or something like that? Now, the only thing about asking about hurdles and challenges right away is sometimes people don't want to share that upfront, and so you want your question to not be something that someone be like self conscious to answer, or they'd have their guard up initially with you, because you're a new person. So try to find a balance of like, maybe you're asking about their goals instead of a hurdle or something, you know, so you can test it out and see, but that's something to consider. And then the last thing I'll say that's a don't is do not assume that someone has the problem that you help with, right? Like, so don't go in. I love when I get these emails from people where they're like, Oh, I looked at your website, and it really sucks.
• 17:03
  Unknown: And here's why, and here's what, you know, I can help you. And blah, blah, blah, I don't think that that approach, it works for some maybe, but I don't think that's a way to go about it. So same thing, like, if you're a weight loss coach or something, it's not like, Hey, are you looking to drop a couple pounds?
• 17:17
  Unknown: Like, we don't want to make anything that could be construed as you're making an assumption, or you're accusing them of something. So pick a question that doesn't do that. Yep, yep. I've seen both sides of that coin, so to speak, of like, the intention, I think, behind doing that is, like, if you want to someone to know that you can help them, like, then help them.
• 17:41
  Unknown: But there is a right and a wrong way to do that, because, like you said to your point, you don't want to come off as like, hey, everything sucks. Hire me because you don't want to hire someone who's telling you that like, the stinks. Yeah.
• 17:56
  Unknown: I mean, yeah. And I think you're right to all of this. There's a there's a way to approach it.
• 18:02
  Unknown: There's nuance, yeah, yeah, your tone, how you lead the message, how you follow up. Like, there is a way to do it right? And I think so often we just see black or white, like, Oh, I've got mad messages, so I'm never going to do that. Or, you know, so I think you bring up a good lesson here that everything, cold outreach, cold email, giving constructive feedback, all of it can work or not work, but there's, there's a gray area. We had to figure out, what's your method that's going to work for your niche, right? Yeah, what feels good to you and to your voice and to your own personality. Like, if you I think it's so funny how we can be so different online than we are in person. It's like, how would you give constructive feedback, or how would you meet someone in person? Like, okay, now just do the same thing online. I feel like we can get so weird or overthink things, or be in our head, and then it comes off as, like, What even is this? But like you said, like, this can be so powerful to connect with people, and how are you ever going to connect and grow your network if you're too afraid to actually meet people and initiate that conversation?
• 19:20
  Unknown: Right? Yep, awesome. Well, this is good. I think this is a great intro to using LinkedIn if you haven't, or if it's been a while since you've been back on LinkedIn a great way to get started. And I love that there are free options to get started until you can, like, commit and then consider the paid option, if that makes sense for you, the do's and don'ts are so good and, yeah, a lot of people do misuse LinkedIn, and I know that can be a turn off for so many people, but as you said, I think there's so much power in that network, especially because it's made for people who are doing business.
• 19:58
  Unknown: Whereas Facebook, Instagram, like people are sharing their cat photos or about body training their child or all these other things, whereas LinkedIn is very much people are there to do business, which is what I love most about it. Yeah, so thank you so much for sharing your expertise with us today, and if people would like to connect with you further, how would be best to do that? Yeah, well, thank you again for having me, and I would suggest you just reach out on Instagram. I'm at Haley, underscore row, H, A, I, L, E, y, underscore r, O, W, E, but I do, and I know I mentioned the niche thing, but I think if you're like more about LinkedIn, and you're more B to B. You might like my free LinkedIn class. It's taking you through the do's and don'ts, a little more in depth and things like that. So that's at Haley row.com/linkedin I'm on Facebook. At we have a community that's free, and it's called the marketing hub, and it's networking and tips in there, and the health coachation podcast, which is for coaches who want to grow their business, and you're going to be on it, so I'm super excited about that as well. Yes, me too.
• 21:14
  Unknown: Awesome. Thank you so much.
• 21:15
  Unknown: Thank you.
• 21:17
  Unknown: Thank you for tuning in to the copywriting for coaches podcast.
• 21:19
  Unknown: If you've been enjoying these episodes, let me know that you're listening and what you love about it by clicking on the copywriting for coaches show in Apple podcasts and leaving me a review. Be sure to subscribe while you're there. So it's easy to catch new episodes every week if you want digital resources to finish that copy project you've been working on, the links are all waiting for you at copywriting for coaches podcast.com you.