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How to Get 100 Free Hot Webinar Registrations Per Day Using LinkedIn w/ John Nemo | #037

Tags: How to Get 100 Free Hot Webinar Registrations Per Day Using LinkedIn w/ John Nemo, How to Win Friends and Influence People, John Nemo, LinkedIn Riches, Sold with Webinars, Joel Erway

How much would you have to pay right now for 100 new leads on Facebook? One thing is certain — it’s more than you’d pay on LinkedIn. 100% more. Nemo found a way to get 100 webinar registrations per day on LinkedIn —for $0. You can choose to divert your sights from LinkedIn forever, but you can’t unsee those numbers.

In this episode, John Nemo reveals the exact tactics and strategies behind how he’s leveraged LinkedIn to average 1-2 sales a day with an automated webinar selling his $1500 course. And how simple it can be for you to generate qualified leads and fill your webinar for free using LinkedIn —even if you’re ‘LinkedIn-averse.’

Welcome to another episode. You are going to freaking love this episode. I just got off my interview with John Nemo. He calls himself Finding Nemo, Finding John Nemo, and we had such a blast. John connected with me probably five or six months ago and he said, “I love your podcast. I thought you might be interested. I’m getting 100 free webinar registrations per day using a simple strategy on LinkedIn.” At the time, I don’t know if I forgot about the email or it got lost in a sea of email but I didn’t follow up with them until recently. I’m like, “I need to get him on the show.” I am kicking myself for not getting him on sooner.

There’s always this constant struggle with paid traffic versus free traffic and how do we get more webinar registrations. John is averaging one to two sales per day with free traffic out of automated webinars selling a $1,500-product using LinkedIn, which is a completely automated too. You guys are going to freaking love this episode. I go deep into the tactics, John reveals everything, and he’s an all-star. I’m super grateful for him and super grateful that you are tuning in because you’re not going to want to miss this episode. Take notes, sit back, relax, and prepare to have your head absolutely explode. Enjoy this episode.

How to Get 100 Free Hot Webinar Registrations Per Day Using LinkedIn w/ John Nemo

John, welcome to the show. I’m super pumped to have you.

You found Nemo. I could take this act on the road. That stupid animated movie has helped people remember my last name, which is in marketing has to be memorable. People will never forget now, Nemo. Thanks. I’m honored to be on. I’m a big fan of the podcast interview, so this is great. I’m glad to be here.

I appreciate it. Do me a favor. Let’s start this off like we normally do with all of our episodes. Give us a quick two to three-minute background of who’s John? What makes you so amazing, and why am I so excited to interview you about this episode?

I grew up as a son of two English teachers, a huge fan of storytelling, books reading, hero’s journey, all these things that eventually will play into my webinar journey. I grew up professionally trained as a journalist. I worked for the Associated Press. I worked for the Arizona Republic newspapers, got into talk radio, got into then public relations. Back in 2012, I went out on my own. I wanted to be on my own. I was done with corporate red tape, I was done with meetings, I was done with bosses. I launched my own marketing agency back in 2012. I didn’t have anything other than one client, enough money for 30 days, and I have three young boys at home and a wife.

I’m like, “I need to get some business here.” I took the leap; I would quit the day job. What I did was I was able to find a unique use for LinkedIn, all the way back in 2012, to grow and build a business. Finding clients, closing deals, and getting my marketing agency going. Eventually, so many of my clients were saying, “I love the way that you found me on LinkedIn and marketed to me. Can you do that for us? Help us get clients.” Of course I can. Eventually, I was doing that for clients. I got tired of the marketing agency. I was starting to have meetings again. I was starting to have red tape and all that. I was like, “No way. I don’t want to do this.”

Then I heard about online courses. As the son of two teachers, of course this appealed to me. I was like, “I could teach people make way more money than my parents ever did in college as university professors.” I launched my first online course, LinkedIn Riches, back in 2014 or so. I started realizing the best way to sell that and grow it was using my tried and true LinkedIn formula for getting people on the webinars. Eventually, I folded up the market agency, put that away, and now what I do full time is I create and sell online courses on LinkedIn on how to use webinars and other things, content marketing, and all of my marketing is free. I don’t spend any money on Facebook ads, paid traffic, SEO.

All of it, the bulk of it, is still done through LinkedIn every single day. We’ll get into all the tactics, but I’m able to make one or two sales a day of my online courses while I’m out walking the dog because it’s all automated. I’m a big fan of what you’ve done, Russell Brunson stuff, all kinds of tools and tactics, but really understanding how to use LinkedIn. We probably should start there like, “What are you talking about? That’s for HR people and job seekers. You’re using it for Webinars?” It’s such a fundamental shift, but that’s the quick three-minute introduction to my world.

I want to take a step back because I always like to go deep into how we got here. In 2012, you started a marketing agency. What were you specifically doing? What type of marketing agency and what clients were you serving? You discovered LinkedIn, but what was your core purpose there?

I had been working in the public relations world for a couple years prior to quitting the day job, and one of the niches I had worked in was a trade association for debt collectors. Not that you’ve ever gotten any calls Mr. Airway, I’m sure you’ve never received one of those calls for an overdue bill. I had to run PR for debt collectors for the National Trade Association. I’ll tell you this, there are a lot of them that are good people. Of course there are slime balls too, but what I saw was a huge need for marketing help. Website design, press releases, email marketing, getting clients. When I quit, the best advice I got from my brother in law who’s an entrepreneur, he’s like, “The riches are in the niches. Don’t open a marketing agency and try to be everything to everybody. Yes, you have the skills to do that,” so I started very small. I said I’m going to become the debt collection agency marketing guy.

My whole story and my whole spiel was, “I know your industry. I know your world. I’ve walked in your shoes. I worked for your trade association. I get you. Let me help you with marketing. Let me get you a win. Help you get clients, help you make money, through building your website, doing press releases, and making marketing videos.” I’ve found all these guys on LinkedIn. In the first 90 days of opening this marketing agency only targeting this tiny slice of people, debt collectors, I got over six figures in revenue in new marketing clients for website builds and things like that. I was off and running. That was one of the core things I learned about marketing in general, but especially with LinkedIn, was the riches are in the niches. That’s where I was headed, and then I veered off into wanting more time and freedom and that’s where the online courses came in.

Fast forward to 2014, 2015. Is this when you discovered webinars? What happened?

I had done them for years. I love the idea of create it once and sell it over and over and over again. I love the scalability of I can find people all over the world and do what both my English teacher parents did, which was teach them, teach them a tactic or technique or something, and then I could sell to them at the end as a natural value extension, continuing the relationship. I started like a lot of people, just completely fumbling around. I was doing live webinars with a squeaky voice and like, “Thanks for coming on.” Here’s where it got interesting.

For the first couple of years, and I know you recommend this too, I started with live webinars. I started with live and learned a ton, but it was so deflating some days, pre-scheduling everything and having three people on. You have to have your energy up and you have to deliver and then inevitably it’s three people that never intended to buy or whatever, they dropped off. Eventually then I discovered hybrid webinars, where I could come on live, warm up the room, call people out by name, then I could hit a button with webinar jam to play a recorded presentation, sit back, run the chat, answer questions, launch polls, launch the offer, come on at the end, do a live Q and A. I was like, “This is pretty sweet. This is even better.”

Then I discovered the wonderful world of automated webinars, and that’s when I got into the nitty-gritty and built this webinar funnel out where I understood from doing live webinars for two years what the common questions, objections, journeys, and needs were for this topic. Then understanding address all those up front of the webinar. Then my thing at the end, they still have a live point of contact was I can talk to live, and this is more tactic thing, but I wouldn’t have a live chat feature.

Anywhere I am on my phone, walking the dog or whatever, if I get a live chat notification, you’re on the sales page for a $1,500-product. I don’t mind talking to you for five minutes. You pre-qualified yourself through the whole funnel. I love Webinars. I love them. I bought every webinar training out there. I love your podcast. The only thing that I would say to the audience, especially if you’re new to webinars, is it’s a lot of work. I’ve done 60 to 70 iterations of the same LinkedIn Riches webinar. That’s a lot of time. It’s not easy, but once you get it figured out, it’s the gift that keeps on giving. I’m a huge fan.

100 Free Hot Webinar: The big psychology of LinkedIn invitations and one-on-one messages is it needs to be conversational. It needs to be like a coffee meeting.

You talked about content marketing. The thing with webinars and the reason why webinars work so well is it’s the ultimate form of content marketing. There’s no such thing as breaking the laws of marketing. Everyone wants to be able to sell a $10,000 product on the first action with them. People need to know, like, and trust you. The best way for them to do that is to get them to spend time with you, which is what happens on the webinar, and you’re teaching them. You’re giving them content, you’re building that trust value, and so that’s why it works so well.

I’m going to fast forward now and get into the real tactic of LinkedIn, because there’s lots of strategies out there and Facebook ads, which a strong majority of probably my audience, they’ve tested Facebook ads and they work and they don’t work. It’s this constant fluctuation. Now there’s a big push for YouTube ads and all these other things, but LinkedIn messaging is completely untapped. I have a profile. I hired a firm a couple years ago to do some outreach on LinkedIn, and I fear that it killed my brand. It wasn’t good, so I’ve been quiet on there. Explain to us now, when did you come up with this idea of leveraging this? How’d you come up with the idea? The idea is LinkedIn message, cold outreach, messaging to drive signups for your webinar.

Let’s start with a lay of the land for LinkedIn, because I find this in itself is where we need to start. You’ve got LinkedIn right now here today as we talk on this broadcast, 515 million members around the world, 200 different countries. Two new members are joining every single second. It is obviously the number one place in the world for professionals of all shapes and sizes to congregate. The big value in LinkedIn is not finding a job and hiring an employee, which is of course what it’s best known for. It is the world’s largest searchable database for your ideal customers, because LinkedIn index is every single piece of content on that platform. I can go into LinkedIn search and one of my target markets that I sell a lot to his business coaches. I can type in a Boolean search for business coaches and instantly have 5,000 within 50 miles of my house that I can “market” to.

The secret sauce with LinkedIn messaging is it’s free to connect with people. Once I connect with you, we can do unlimited back and forth one on one messaging. The very simple strategy is I find a business coach I want to sell my course to, I connect with them, and then I engage in a one on one personalized marketing using automation plus some personal touch. The thing about LinkedIn you have to understand is using automation tools and search filters, I can find a business coach living in a certain city or who went to a certain university and have all these icebreakers right away.

For instance, this is how LinkedIn search might work. Say I want to find business coaches that went to the University of Minnesota, where I live, in Minneapolis. I can find 500 business coaches in Minneapolis. I can send an automated one on one personal message right away. “Hey Joe. Hey Sally. Hey Fred.” It’s all automation. “I hope you’re surviving spring allegedly here in Minnesota. I see you went to the U of M.” We can immediately build the know, like, and trust. I’m having fun. I’m warming you up. It’s not business-y. The big psychology of LinkedIn invitations and one on one messages is it needs to be conversational. It needs to be like a coffee meeting, it needs to be chatting to a small degree. It’s not meant to be business speak, corporate speak, and marketing speak. It’s meant to be, “Hey Joel, I would love to reach out to connect. I see you area business coach here in the twin cities. I see you went to the University of Minnesota. Let’s connect.” When you connect with me, now I can pivot and send you that one on one message.

The other thing is my profile page. This is home base for LinkedIn. There are three things if you want to use LinkedIn to fill up your webinars. One is you’ve got to have a killer profile page, which is basically your website. The first thing I’m going to do if I get an invite from Joel Erway on LinkedIn is go look at Joe’s profile page. What does his profile page look like? Is it all about Joel? Is it a written in third person, like, “Joel is a celebrity superstar?” “Joel Erway has been featured in such places as Forbes Magazine, and has also done this.” Here’s the thing we know on Dale Carnegie’s How to Win Friends and Influence People, our ideal clients and customers don’t care about us. They care about themselves, morning, noon and after supper.

Here’s when I’m going to drop a link in for your audience. Go to LinkedInRiches.com/Joel, and you’re going to get my PDF on how to create a killer profile. It’s copy and paste, fill in the blanks. Here’s what you need to do. You rewrite your LinkedIn profile to be what I call client facing, “What we do, how we do it, who we serve, what our clients say,” and I use these little phrases and so what we do with webinars, we help online course creators, entrepreneurs, and small business owners understand how to utilize webinars to get something they want, to generate sales and book client appointments. How do we do it? We pour in over ten years of research and expertise and these types of results to deliver the best content possible.

What others say, “Using Joel’s course, I made this much money.” That’s a killer profile right there. If I get an invite from Joel Erway and I’m an online course creator on LinkedIn and I look at his profile, that’s step one. I go, “This guy can help me, I want to talk with him.” Step two then is the prospect. You have to know how to use LinkedIn search engine to find your ideal prospects. This is where we type in someone. We search by job title, CEO, CFO, business coach, health coach, entrepreneur, small business owner, bakery owner, whatever it is you want to reach out to, you can get that nuance. I only want to reach people in this zip code or people who went to this college, so then you prospect and create for free a list of your ideal prospects.

Step three then is the profiting. I start building these quick one on one relationships with one on one messages. The way LinkedIn’s one on one message system works is it’s like text messaging, so it’s back and forth. It’s like texting with someone on your iPhone. They even have emojis built in. You can emoji people, you can get people. What I do is I have fun with it and I showcase personality. What I do, I have a very specific script for the webinars that I use that we can get into when you’re ready, but it basically then reaches people one on one personally and directly in their LinkedIn inbox and to get alerts on their phone and on their home email that they signed up for LinkedIn with, “This guy John Nemo sent me a message.”

There’s no money involved. It’s very important that the content of the message. It’s not sales-y. It’s not spam-y, it’s not sleazy. It’s targeted to them. It’s trying to bring them some free value up front. It’s also conversational enough to say, “If you’re not interested, no worries. Have a great one.” When you do this at scale with automation and like I was telling you, I’ve got 18,000 connections on LinkedIn now, and with the automation tools I use, I can message a thousand a day instantly the script.

There are three steps. Number one, you have to have a killer profile page. Number two, start to prospect and target your ideal customers. Number three, create the messages. You said you have 18,000 current connections. How often are you reaching back out to those connections versus prospecting with new?

Here’s what I do every day. I find hundred new ideal prospects. They’re automatically invite to connect again with those filters. “You live in Minneapolis and I see you went to this college. I would love to connect.” What I do with the automation software is every new lead I connect with on LinkedIn gets a tag assigned to them. “Business coach, Minneapolis.” “CEO, New York City,” whatever it is. Then using the automation software, I have a big internal CRM that’s built into this automation tool. I can explain to everybody later how to get it.

Then what I do is about every two to three weeks, I circle back to an existing group of connections. Joel and I connect right off the bat, I break the ice, I message with you, I try to get you on the webinar, or maybe I go a little slower. I slow my roll and I try to offer you a lead magnet, how to create a killer profile or how to sell on LinkedIn or a video training, whatever it might be. Either way, if you don’t buy that first initial time, you get put into another group, tags, like an email list. There are all my business coaches.

When you say buy, is it like purchasing the course?

Yeah, go on the webinar and buy it. What I do is I’m able to tag them and then two or three weeks later I will circle back to them. I track all this with Base Camp, with different calendars and project management software, so I know how often I’ve messaged somebody so I can see, I connected with Joel the business coach on this day. He didn’t buy yet, so two to three weeks later I’m going to send him a lead magnet. Something else to try to get him on my email list to warm him up more, to send him a bunch of automated emails about LinkedIn tips, re-invite him to the Webinar, and re-invite him to another offer. About every two to three weeks, I message those existing 18,000 connections. I run through a cycle and I change up the message.

The key is something different of value. I’ve got enough lead magnets that I can do that. There’s other things you can do too if you don’t have a ton of content to use, but that’s what works best is, “Are you looking to do X, Y, Z? If so, I’ve got a great free piece of content I can share to help you achieve that. Just reply yes to this message and I’ll shoot you a link. If you’re not interested, no worries.” Very conversational. Then people write back yes, copy paste, “Here’s a link to the landing page, the lead magnet, the webinar.” Off we go.

It’s a pretty complex system once you start to get evolved, meaning the follow up system in the whole nine yards.

It’s pretty easy. The thing about it is with the automation software I use; it’s called MeetLeonard.com. By the way, there are tons of automation tools: Linked Helper, LinMail Pro. I like Meet Leonard.

Regarding Meet Leonard, is that related to Meet Edgar?

I don’t know. I know all the people behind this stuff because I’m a LinkedIn trainer and I have books so I know them all. He’s an entrepreneur from Australia, he has his own software company. He thought it’d be fun to create an Avatar or a character, and Leonard is going to be like your virtual butler on LinkedIn. He’s going to serve up your leads. Anyway, when I send out my 100 invites a day to my ideal prospects, Leonard tags them for me. Once they accept my invite, they get dumped into the CRM listed as a business coach.

Three weeks later, I can go in the CRM and say, “Pull up all my business coaches.” There are my thousand business coaches I’ve connected with over the last three weeks. I’m going to send them all a one-on-one note automatically. Hit start, go. When they reply and engage, myself or my VA goes in copies and pastes and responses. This is one tactic, there are tons of other tactics with LinkedIn, but this is the most direct, the most one on one, the most personal, and it gets the best results.

Let’s talk numbers now, the grand scheme of things. You mentioned earlier, you said part of your system has reached out to 100 new cold leads a day or is it a thousand?

It’s like the seven degrees of Kevin Bacon game with movies, like first, second, and third level connections. You and I have to be first level connected. We have to be together. I invite 100 people a day to connect with me. I find you on search and I invite you to connect. Once you accept that, then you go into my pot of 18,000 existing first-level people. I also get tons of inbound people coming to me going, “I found your profile,” and connect. I add those to the 18,000. 100 a day is adding new connections. You want to be connected to as many people as you can because the way LinkedIn works, all their friends see you and want to connect.

It’s like building an email list. I’m getting 100 new subscribers a day that I’m trying to add to this group plus inbound ones. Now I’ve got these 18,000 subscribers inside my LinkedIn connections then I message a thousand of them a day. Every eighteen days, I go through all my connections. The limits with LinkedIn messaging to be safe, you don’t want to do more than a thousand messages a day. LinkedIn can get a little agitated about thinking you’re trying to spam and software stuff, so that’s what I do. I message a thousand people a day that have already connected with me. They’re already warmed up, they’ve already looked at my profile, and that’s then where I asked them to go to the webinar.

What does the outbound message look like?

The outbound message is just a simple invite to connect, because I got to get you to accept my invite before I can send you one on one messages. That might be, “Hey Joel, I see you are a business coach in Chicago. I came across your profile. I would love to connect.” Just something personal icebreaker-ish. That’s how I do it. I run a search for business coaches in Chicago, in New York, whatever, and connect. The real magic is in the next message. Once you accept my invite, then I send you a follow-up note. “Joel. I’m so glad we got connected.” Then I asked the question part one, “Curious-are you looking to, are you interested in, are you trying to get XYZ?”

What I’ll say is, “Hey Joel, so glad we connected. Curious, are you looking to find clients here on LinkedIn?” Then I pivot to the offer. “If so, I have a great free webinar that covers from A to Z how to get clients on LinkedIn.” I make the next part of the offer. “If you’d like to see the Webinar, reply yes,” and I put yes in all capital letters because remember people are on their phone, it’s quick. Give them a simple command, “Hit thumbs up, hit yes, and I’ll send you a link to the Webinar.” Make it conversational, no pressure. If you’re not interested, I say, “No worries. Either way, have an awesome day.” Done. I did not put the link in the message. I did not push them. I just left it there.

100 Free Hot Webinar: Our ideal clients and customers don’t care about us.

What I found is I’ll send a thousand of these out of day, I’ll have maybe one or two people maybe complaining. I’ll have 100 to 150, so 10% to 15% instantly write back, “Yes. I want to see the webinar.” I send them over to the registration page. Longer term, that grows to probably 40% to 50%, because people aren’t instantly responding in an hour or whatever it is, but it’s a cumulative effect. Just like somebody might open your email three days later and say yes. Then of those people from LinkedIn that go on to the Webinar that attend, 3% to 5% will buy the $1,500 course.

What it’s working out to is probably one to two sales a day on an automated webinar funnel. All the traffic’s coming from LinkedIn. I’m now using my email list and wearing them out, I’m not spending money on Facebook ads. By the way, I spent thousands of dollars on Facebook ads and got dismal results. I used three different firms, I tried to do it myself, it just wasn’t working. Out of necessity, I’m like, “I’ve got to find another way to keep people on these webinars. I can’t keep emailing my list.” With LinkedIn, you’re never going to run out of leads. There are 500 million people. There are always people to connect with. There are always new people that you can talk to and engage.

By the way, I’m only connecting with the exact target perfect person who would want my service. If you’re a business coach and you want to get clients easily, there’s no better place than LinkedIn. If you’re a consultant, if you’re B2B, they want this, it’s helpful. When you present that messaging in a way that is conversational, asks the question, asks permission, the Seth Godin permission marketing, “If you want it, here’s the item of value. Let’s build a relationship through my content,” I can get you on an off. I’ll do a Webinar for an hour, we’re in good shape. That’s how it works.

Out of curiosity, do you use email marketing at all? If they sign up for your Webinar and they’re interested, do you put a huge focus on email marketing, your follow-up?

Yes. Here’s my number one thing. I’m playing in LinkedIn’s digital sandbox. They could change the rules tomorrow, like, “We’re going to charge you a dollar for every message you sent.” Remember the Facebook outcry a few years ago with fan pages of, ‘How dare they not let me reach my people anymore for free, my Facebook fans. I earned it.” Here’s the news, they own the freaking sandbox. You cannot build your house on somebody else’s digital land. I put an intense focus on building my email list because I own them forever. I use Ever Webinar, which is a great automated webinar product that has “If they do this then do this,” or “If they do that then send this.” Then they get dumped. If they don’t buy, I have Ontraport and I dump them into a follow-up sequence, delivering different tips and messages, warming them back up, maybe I’ll have a second go around at the offer at a higher price because they didn’t buy during the Webinar only.

Then I keep them on my list and I send them other stuff and I have a lot of people that come back and buy later. They seem to be warming up. They need a more content. The webinar was good, but maybe the timing was wrong. Maybe they weren’t ready, but I stay in front of them with the email. I would highly recommend using it. Get them off of LinkedIn and get them onto your turf, your website, your email list, the phone, whatever it might be.

You’re sending a thousand messages a day, and these are people who you’ve already connected with it. The ratio is about 90/10, meaning 100 of those outbound messages request goes to trying to build that new network.

I’m always trying to grow the number of connections.

As you build that warm network, then you send out 900 or so or a thousand messages per day saying, “Would you like some free content?” or “Would you be interested in some end result?” You know that’s going to tie into your webinar. You get 100 or 150 of those people. You’re getting basically 100 to 150 new email opt-ins a day?

Yes. They sign up for the Webinar and now they’re on my list. Whether they go on the Webinar and buy or not, they’re on my list, so my email list is growing too. That is another key component of this. I’m running the automation tool right now sending people a free copy of my bestselling book. They can go buy it on Amazon, but I also give it away as a lead magnet. The whole book, and it’s not a free plus shipping Russell Brunson deal. It’s the book on digital download. I can even see higher results because it’s a different type of ask. When I do a book or PDF templates, something that’s less time investment than a webinar because people know that the numbers go up to 200, 300, 400 a day saying yes. Anybody will want a free template on improving their profile. Not everybody wants to get on an hour-long webinar. There are lots of options, but growing the list is always focused.

What else are we missing here with LinkedIn? Here I am. I’m a newbie with outbound LinkedIn prospecting. It’s probably going to take me awhile to get up to a hundred leads a day. How do I get started? I have not dabbled too much. What would you recommend for me to get started?

First thing you got to do is build or clean your digital house on LinkedIn. That’s your profile. You’ve got to have a killer profile. It’s got to be client facing. It’s got to be targeted to a niche audience or two or three. It’s got to use that client facing formula, what we do, how we do it, who we serve, what others say, because the first thing people are going to do is look at your profile. Before you put all this time and energy into prospecting and talking to people, if you have a lousy profile, you’re going to lose it, so start with a killer profile. It’s very easy to do. It’s not hard at all.

The template I had mentioned is copy and paste. Fill in the blank. Very easy. Next, you need to know how to do the prospecting. You got to understand LinkedIn search, you have to understand how to do Boolean searches or I don’t know how they. I put little quote marks and “And’ and “Or.” One question I get all the time is, “Do I need a premium LinkedIn profile? Should I have a paid subscription?” Yes. The reason is get sales navigator or one of the paid level subscriptions premium because you get a lot more reach and a lot more info on your prospects.

Here’s where LinkedIn is. They own an incredible amount of information about almost 600 million people on planet earth that can be sorted, sliced and diced exactly how you want it. You know how your Facebook ads, gender, age, job type, marriage, this is exactly what you do with LinkedIn from a B2B standpoint. Job title, how many years at the job. You can get super ninja. Number of employees, company type, industry, hobbies, interests, college. That’s part two of the prospecting, and then part three is understanding the messaging, which is where almost 99% of people fail, because they don’t know how to talk to people on LinkedIn. They think, “I have to be formal and prim and proper because this is LinkedIn. I can’t have a personality,” or they get sales-y and spamming, and it backfires.

You’ve got to treat it like a virtual coffee meeting. “Joel, I see you went to this college or you are a fan of this sports team or you’re watching right now as we’re recording this, it’s March Madness. Are you a big fan of that March Madness pool?” Be a little chatty, breaking the ice, being human, be relevant. Being relevant but also something you’re big on, adding value right away. Asking questions and adding value. Being a curious student. “Are you even looking to use LinkedIn to get clients?” If they write me back, “No,” I change my tag to, No Messages. I don’t bother them anymore.

They’re not a prospect. It’s not a big deal; move on to the other ones. Do not spam people because they say, “No, I’m just on here. I’m retired. My daughter told me to set up an account.” You’re off my list, but if the guy goes, “I am interested,” than here’s my content. I’ll put you on my email list. It’s not hard. It’s not, and that’s what I’ve put into the course and the book. It’s people getting over the mental hurdle of “I’ve never used it. It seems boring. It seems hard.” There’s a lot you can do with LinkedIn; you don’t have to do it all. Just stay laser focused on those three things and you’re going to have great success.

Obviously the profile is the most important thing and talking to people as if they’re human, and targeting. I’ve done lots of with Facebook ads. That was like my golden child for a while and when we’re looking at other sources. It’s one of the sexy things about Facebook. It’s like, “You can get super targeted,” but I’m starting to see that you can get way more targeted and way more available information on LinkedIn.” The other thing that you could probably do is once you start to build the list, either way, whether you collect their email address or even on LinkedIn, you could probably take that and upload into Facebook.

You can create lookalike audiences. You can create a LinkedIn connections audience. I will say, don’t do this. This is a huge full pot. I know you wouldn’t do it and your listeners are probably smart enough. They would never do it, but I do have a lot of people are like, “It seems so tempting.” I’m going to export all 18,000 connections and stick their emails in my CRM and blast them with marketing. No, get permission. Offer them a lead. I get offers from realtors in Australia who exported my name off LinkedIn and think I want to buy a flat in Sydney. I’m like, “What?” You can create lookalike audiences. You can export all their data. You can get a good feel for how you want to market on other platforms with that.

My mind’s starting to expand. I think I’ve got 2,500 connections, but I haven’t even reached out to them in a long time, at least a year and a half. I outsourced it all. Bad news, but it is what it is. For me personally, we’re always trying to grow. We’ve got a new product that we just launched called The Webinar Vault. I’m the perpetual curious student. I’m downloading and watching lots of other webinars. I’m critiquing them to help other people improve their webinars. We’ve included our courses as a free bonus for right now. For $97 a month, they’re going to get everything that they possibly need to be successful with webinars. I’m going to be creating a Webinar to sell it as well. I have to be congruent. And I can see this just crushing it.

I’m going to do your personal plan on the podcast selfishly for you. Step one, we’re going to rewrite your profile using my template. That’s what we do, we help these audiences of webinars. Step two is we’re going to get you Meet Leonard, which is dirt cheap. It’s like $10 or $20 a month. We’re going to install the CRM. It’s going to import your 2,500 connections. We can instantly mass tag all of them. I can type in the term business coach into Meet Leonard, it will pull up everyone Joel’s connected to who has the title business coach. I hit a button. He now has all those guys tagged as business coaches. I can type in entrepreneur, pull up all of Joel’s connections that are an entrepreneur and tag them. We’re ready to go message them. You have your little pockets of 500 business coaches, 38 entrepreneurs, 75 CEOs. You sorted out the friends and family you don’t want to message to.

Step three is you send out a one on one blast. You don’t have to do any back story or side comments. Go talk to them. “Hey, Joe. Hey, Sally. Hey, Fred, curious, are you using webinars at all right now when you’re marketing? If so, I’ve actually got a great new program I’m putting out called the Webinar Vault. If you’re interested in learning more about it, hit yes and I’ll shoot you a link to all the info. If you’re not, no worries. Cheers, Joel.” That’s one approach. I use the One Question Survey from Garland. I ask my connections what they want so I’ll say, “Hey, Sally. Hey, Fred. Hey, Steve, I have one quick question for you. What do you want to know more about webinars? If you have a second, hit reply here and let me know.” Then instantly get all this intelligence from your existing connections. “I don’t even know how to start. How do I get traffic? I wish there was a webinar vault out there I could subscribe to for $97 a month.” That might be one answer.

There are all these different ways, but the key is you’re engaging them one on one. Relationships never go out of style and trends go out of style. You know what I’m noticing on my Facebook feed with ads? People literally jumping up and down on camera, waving at me, trying to stop me scroll, because I’m not paying attention. You’re interrupting me still. LinkedIn is not interruption marketing. It’s relationship marketing. We’re connected. I have one on one access to you, like email. I’m asking you a nice question. Conversational, friendly. You’re telling me you’re opting in by saying, “Yes, I want more,” and off we go.

I know that One Question Survey. When I launch offers on social media, I want my audience to tell me what they want to buy. I want them to create the offers for me. I did that with the Webinar Vault. It was the same setup. At this rate, I’m looking at ten to fifteen webinars per month for my clients or for my students or whatever it is, but I’m looking at ten to fifteen webinars per month and I go deep. I thought about this before, but would anybody be interested in seeing how I tear down these webinars? There was like, “Hell yeah.” I had the idea, but I want them to be pulling it out of me. It’s like, “All right, fine. You guys all you guys said you wanted it, so here we go. I’ll sell you something.” Very similar, but getting the marketing done.

I want to recap all this for my audience right now. If you could get 100 new leads per day for free, qualified leads, sign me up. I’m in, especially for a webinar or whether I’m getting phone calls. I would have to spend $1,000 a day roughly on Facebook ads to get 100 new leads? You want help selling your program, that’s how I would position it. It’s like, “How much would you have to pay right now for 100 new leads on Facebook, which is a competitor?” The average lead right now $10, $15, whatever, even at $5, right? That’s 500 bucks a day or $2,000 a day. If you got that, then this course is a no brainer, but I want to divert that ad I spend over to LinkedIn and I guarantee you’re going to get a much better ROI, because you can’t get a better ROI than free.

We covered everything behind, cold outreach, all the tools, Meet Leonard, which is your CRM. Where can people go find you, connect with you, and learn more about your LinkedIn prospect? I’m going to recommend this for everybody because you need to be doing this because this is a no-brainer?

To recap the three steps, profile, prospecting and then I call it the profiting and it’s the messaging. I want everyone listening to start with the profile, so why don’t you go to LinkedInRiches.com/Joel. That’s going to take you to my template. It’s a lead magnet. It’s an opt-in. You’ll get on my list, you get all my best tips. That’s where I want you to start because once you build out that profile with my copy and paste formula, now you’re going to feel confident to go out and prospect and away we go. Start there, or if you want a free copy of the book, go to LinkedInRiches.com. You can download it there too, either one.

100 Free Hot Webinar: Relationships never go out of style and trends go out of style.

We’ll share that with everybody. It’s unbelievable stuff and very much excited. Where else can they go connect with you? They find you on LinkedIn? Where else can they do?

Find Nemo on LinkedIn. Go to LinkedIn.com, it’s John Nemo. I’m on Twitter, but I spend all my time on LinkedIn obviously and on the website. I would say hit me up on LinkedIn, tell me you heard me on Joel’s podcast. I always love to know how people find me so I can have context for our conversation, and then I’ll be like, “You listened to that whole thing? You’re great,” then we’ll be off and running. That’s what I would say. Hit me up on LinkedIn, or LinkedInRiches.com.

John, I had a blast. I know everyone who’s listening on my podcast, they’re going to love this. They’re going to flood your inbox. They’re going to go sign up for that stuff because quite honestly, 100 leads a day, anybody can blow their business up, whether you’re a coach or consultant or you’ve got a course. This is a no-brainer, so I appreciate you sharing the secrets and sharing your strategies with us on our episode. For everyone else listening, thank you for tuning in. Make sure you go connect with John. We’ll see you on the next episode. Take care.

Thanks so much for listening. We hope you enjoyed this episode and we look forward to giving you the next one. You can also follow and watch the behind the scenes look at how I’m personally launching a brand new six and seven-figure product from scratch and SoldWithWebinars.com/tv. If you’d like to come hang out with other fellow experts, join our Facebook group at SoldWithWebinars.com/Experts. Join us next time and I’ll see you there.

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