How to Create a Client-Focused LinkedIn Brand – In Just 7 Minutes with Tracy Enos

Resources/Links:

• Sign up to Tracy’s List to Get LinkedIn Updates, Tips, and Special Offers, and She Will Give You a Copy of Her Best Selling Book and Her Coveted 23 Point Profile Checklist: Visit http://linkedintopublishing.com/

Summary

Are you getting enough business from LinkedIn?

What if you could improve your chances of getting LinkedIn to feature your article and the possibility of it going viral?

It’s time to put your marketing efforts on auto-pilot and profit from your article.

Tracy Enos is a LinkedIn Business Development Expert and B2B Lead Generation Consultant.

In 2015, Tracy sustained 3rd-degree burns and 5 surgeries in 9 mos. LinkedIn saved her life and career. Today she has others generate millions in revenue, media attention, and speaking gigs with her consulting services.

In this episode, Tracy talks about the foundation of a solid client-focused LinkedIn brand, how to use LinkedIn to generate leads, to brand, and to become the go-to person in your industry by writing articles.

Check out these episode highlights:

• 01:14 – Tracy’s ideal client: “I’ve worked with many industries over the course of the last eight years, but I do have some favorites. I do love anybody in sales and marketing that’s business to business. Definitely small and medium-sized business owners, experts, and consultants such as myself.”
• 01:34 – Problem Tracy helps solve: “People don’t understand how their personal profile is tied to their activities, as well as, you know, I help them create revenue-producing tasks, daily task.”
• 02:19 – Typical symptoms that clients do before reaching out to Tracy: “One of them isoverwhelm.”
• 03:16 – What are some of the common mistakes that folks make before finding Tracy and her solution?: “First, the biggest mistake is treating their profile like it’s their resume.”
• 04:12 – Tracy’s Valuable Free Action(VFA): “You need to sit down and define who that prospect is. And you have to sit down and define not just the demographics but the psychographics. What really drives them? What are their desires? What are their fears? What are the pain points and what are the solutions that can help them down the line.”
• 06:26 – Tracy’s Valuable Free Resource (VFR): Sign up to Tracy’s List to Get LinkedIn Updates, Tips, and Special Offers, and She Will Give You a Copy of Her Best Selling Book and Her Coveted 23 Point Profile Checklist: Visit http://linkedintopublishing.com/
• 07:07 – Q: Why do I love LinkedIn so much? A: Passion. It saved my career. I’m a single mom. It just started my career and it saved my career. That’s why I love it so much.

Tweetable Takeaways from this Episode:

“You've got to get in the mind of your prospect. And what kind of results they want to find.'” -@tracyenos Click To Tweet

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland: 0:09
Greetings everyone, and a very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland, joined today by Tracy Enos. Tracy, good day, very warm welcome. Where are you hanging out?

Tracy Enos: 0:19
Hey, good to be here, Tom. I’m hanging out here in the lovely Central United States, Kansas City.

Tom Poland: 0:25
Right. A little further North in Central America but pretty much, terminology wise, very close.

Tom Poland: 0:32
Folks, for those of you who don’t know Tracy, in 2015, she suffered a third-degree burns and five surgeries in under nine months. She says LinkedIn saved her life and career. Today she is resurrected like a phoenix from the ashes, and she helps others generate literally millions of dollars in revenue, media attention, and speaking gigs with her consulting services.

Tom Poland: 0:59
Our subject today is, “How to Create a Client-Focused LinkedIn Brand.” And she’s going to tell us how to do that in just seven minutes. Tracy, thank you so much for being on the show. Our time starts now. Question number one is, who is your ideal client?

Tracy Enos: 1:14
I’ve worked with many industries over the course of the last eight years, but I do have some favorites.

I do love anybody in sales and marketing that’s business to business. Definitely small and medium-sized business owners, experts, and consultants such as myself.

Tom Poland: 1:28
Perfect. Thank you very much. Question number two and six and a half minutes left, what’s the problem you solve for those people?

Tracy Enos: 1:34
You know, LinkedIn is not an easy, it’s an easy platform, but it is sometimes a little overwhelming to navigate and find where you need to go. You know, people don’t understand how their personal profile is tied to their activities, as well as, you know, I help them create revenue-producing tasks, daily tasks.

Tom Poland: 1:55
So, I guess a lot of your clients, before they find you, are like they’re on LinkedIn but nothing’s happening. So, question three is, what are the typical symptoms that your clients are experiencing before they find your solution? What’s going on in their business?

Tracy Enos: 2:19

Well, I kind of mentioned one of them is overwhelmed, they get on the platform, they’re like, “Wow, where do I go, what do I do, where do I start,” right?

And so, what they’ll do is they’ll do something here, like maybe they’ll post something in the newsfeed and maybe they go check out and see who’s viewed their profile, and maybe they’ll go and connect with somebody, but nobody’s doing anything consistent. They’re not doing consistent activities.

Tom Poland: 2:42
Kind of like random acts of marketing.

Tracy Enos: 2:43
Yes. And then they expect something magical to happen.

Tom Poland: 2:47
Well, hoping then nothing does. So, we’ve got this professional, they’re on LinkedIn. They’re doing bits and pieces, wondering how the heck to get some gold out of the mine that is LinkedIn. And so, there’s lots of random activity going on but nothing’s happening. Question number four, I mean, five minutes, these are smart people, mostly they’re smart people, and they’re going to figure this is not working so they’re going to try some stuff. So, what are some of the common mistakes that people are making on LinkedIn before they find your solution?

Tracy Enos: 3:16

First, the biggest mistake is treating their profile like it’s their resume.

I mean, LinkedIn has been around since December of 2003. And look, LinkedIn has morphed into something a whole bunch more nowadays. Yes, talent solution is still a big revenue stream for LinkedIn. But those of us, like, those like me using the platform are using it as sales and marketing to find new business, or referral partners, or whatnot. And so, you know, they’re rushing their profile and they’re not using it to identify their perfect prospect, or showcase their abilities, really differentiate themselves from their competition, but it’s all using the profile.

Tom Poland: 3:56
Right. So that’s like a CV, like, this is who I worked for, this is when I was there, this is why I moved on, rather than something that’s going to be appealing to their ideal clients. That makes sense. So, question five, and we’ve got three and a half minutes left, what’s a top tip you can give folks who got these symptoms, making these mistakes? What’s one valuable free action they can take that’s not going to solve the whole problem but it’ll take them a step in the right direction?

Tracy Enos: 4:22

Well, first, you need to sit down and define who that prospect is. And I think people rush that, or they just don’t think to do that.

And you have to sit down and define not just the demographics, you know, their titles, their geography and whatnot, but the psychographics. What really drives them? What are their desires? What are their fears? What are the pain points and what are the solutions that can help them, you know, down the line?

Tom Poland: 4:46
So, can you give us an example of demographics versus psychographics for your ideal client? Gentle help for folks listening to this?

Tracy Enos: 4:56
Well, I work worldwide, but I can target certain geographic city. So, I will target major metropolitan cities that have those smart people that are in big industry. People who have money. You know, the little rural guy in the little rural country, probably not my ideal prospect, right?

Tom Poland: 5:14
Yeah. So that’s a bit about the demographic. And what about the psychographic?

Tracy Enos: 5:18
Well, I know who my ideal client is. I just mentioned a few of them in a couple answers before, I know what your problems are, you know. People don’t like to write about themselves. They’re like, “I don’t know what to write about myself,” that’s really hard for them.

Tom Poland: 5:31
Right. I’m aware some people want know what you mean by psychographics. And so, I’m wondering if you could give us an example of what your psychographics to your ideal client is.

Tracy Enos: 5:39

You’ve got to get in the mind of your prospect, you know, what are their problems? And what kind of results they want to find, or do they want to have based on the solution to those problems? What are their ultimate desires? You also got to dive in deep too and find what are their personal interests, whether it’s business or familial? So, you know, who are they following? What publications are they reading? What podcasts are they listening to? When you start to know these things, you can develop a personal or a prospect avatar.

Tom Poland: 6:12
Okay, thank you.

Tracy Enos: 6:13
And then you know who you’re going to actually prospect to.

Tom Poland: 6:17
Excellent, thank you very much. A minute and a half left. Question number six, what’s a valuable free resource that we can direct people to that’s going to help them even more?

Tracy Enos: 6:26
The most challenging thing for somebody to do to get started with is optimize your profile, and you really should do that before you start doing any direct outreach or sharing content or getting active in the news feed. So, it’s linkedintopublishing.com, and it’s my best-selling book, my international bestselling book. Which the very first chapter talks about profile optimization, but I’m also going to give your readers and your listeners my coveted, only to my paying clients, 23 Point Profile Checklist.

Tom Poland: 6:56
Wow, fantastic.

Tracy Enos: 6:58
With hints and tips and juicy stuff.

Tom Poland: 7:00
That’s a goldmine right there. Question seven, unfortunately only 25 seconds left, what’s the one question I should have asked you but didn’t?

Tracy Enos: 7:07

Why do I love LinkedIn so much?

Tom Poland: 7:08
Why do you love it so much? 15 seconds.

Tracy Enos: 7:11

Passion. It saved my career. I’m a single mom. It just started my career and it saved my career. That’s why I love it so much.

Tom Poland: 7:19
You can get passionate about that. Tracy Enos, inspirational stuff, valuable stuff, thanks so much for your time.

Tracy Enos: 7:24
Thank you, Tom.

Tom Poland: 7:26
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.