hey everyone this is stefan from
projectlifemastery.com and today i'm
excited to share with you my good friend
trevor turnbull from here in vancouver
and trevor is a master at LinkedIn
marketing for online businesses and many
of you guys know that follow my youtube
channel my podcast is that I've been
wanting to bring to you guys different
authorities in the online marketing
online business space and Trevor's built
a very successful online business he
teaches and trains people to generate
leads and to generate sales through
LinkedIn and he's got a really great
story that is going to share with you
guys today for anyone that's interested
in building their business whether
you're just getting started from scratch
and you're looking for the you know
different avenues and different paths
that can lead you to that financial
freedom or if you already have a
business whether that's selling on
Amazon or publishing on Amazon or
information products or some sort of
service that you might provide or
affiliate marketing what Trevor is going
to share a few guys today I think can
provide a lot of value for you so thanks
for taking the time today and I'm
looking forward to it yeah me too it's
been too long it's funny Stephanie
mentioned we're here in Vancouver and we
hardly ever see each other we're both
you know not laughing saw each other's
at the traffic and conversions right
yeah we run into each other in San Diego
chopper yeah but hey that's life right
here we are now and obviously we'll see
more of each other over the coming month
for sure for sure well I'm excited for
this you want to maybe first shares
people a little bit about yourself and
how you got started to online marketing
and business sure so do we want the
Coles Notes version or the extended
version we got time yeah I'll keep it
condensed but try and give you guys as
much detail as possible I think you know
my entrepreneurs journey really started
in like 2000 and 2003 I have a marketing
degree so went to university didn't
really do anything with it you know went
straight into a sales job after that but
I knew pretty quickly even in university
that I really had an entrepreneurial bug
inside of me
those were the classes I enjoyed the
most but I just I got into sales right
out of university in 2003
business the business primarily selling
you know big signage I was that's what I
was and I was in that business and that
lasted about three years and I just kind
of got sick of working for other people
and taking direction and this was pre
social media so it was you know I was
learning yes yellow pages making phone
calls cold calling that type of thing
yet so I've learned a traditional way of
doing sales and marketing and you know
it was successful back then but as soon
as I started to kind of get wind of the
online world which honestly it was a
good friend of mine who you know as well
Michael ASCII he's kind of the one that
sparked the you know interest in this
whole digital world right and it started
with websites so in 2005-2006 he was
like you know hey man you got to start
learning how to use the internet in your
computer this is gonna be big and I was
like okay well I started reading books
the Tim Ferriss you know 4-hour workweek
and the e Mis and that type of thing and
yeah I just kind of fell in love with it
and quit my job Mike and I started a
website development company well in
2006-7 which was very difficult at the
time because WordPress was not yeah yeah
yeah back in the day when creating a
website was a lot of work right totally
yeah like you couldn't do it yourself
really like you had to almost have a
developer HTML and all that lotta yeah a
lot of coding stuff and I didn't have
any experience in that you know or
experience but did okay with that we
built up our business to about 40
clients and then eventually sold that
business and then I went to work for a
digital agency in my hometown which is
in Saskatoon back in Saskatchewan and
that was an eye-opener because I get to
work with some big brands doing that to
some you know multinational brands as
well as with some sports teams which
I've got a background of playing hockey
and a lot of sports just a sports man in
general and I started working with a
client of ours at the time which was the
Calgary Stampeders so it's Canadian
Football League team and that kind of
you know got me thinking like jeez this
is pretty cool I'm doing digital
marketing website stuff I'm working with
a sports team like I'm starting to find
something I really like here
and this was like 2007 and 2007-2008
when social media was started to become
a thing right so like I joined LinkedIn
2007 Twitter I think 2008 Facebook was
right around then - and their executives
that I was working with we're asking me
they were like what is this Facebook
thing what do we need to do here you
know and I was like oh I can teach you
guys that I had no clue right but I just
taught myself I just don't do enough and
it just led to a passion for me where I
was like this social media side of
business and how you use it to build
relationships is what I'm going to do
and I literally I just like I quit that
job the history of that and I started
doing consulting around around this
exact thing and I really just you know I
actually reconnected with Mike again
because we had kind of gone our
different ways at the time and I said I
want to do social media and I want to do
in the sports industry so why don't we
do a road trip and I had some contacts
from sports at the time so we went out
east we launched a website because of
course we knew how to do that and we
called it sport fan connect and it was
just two dudes on the road going to
hockey games and baseball games and
football games and stuff leveraging
contacts and documenting what was going
on in social media in the sports
industry so I used that to connect with
the people I wanted to meet - so like I
would reach out to sports you know
business consultants using Twitter and
LinkedIn of course
and it just literally shocked me I was
this kid you know I wasn't a kid at the
time I guess it was still you know in my
mid-30s but for early 30s but I started
reaching out using these tools and I was
hearing back from them like one of the
people was Kathleen a cert was her name
she is a speech coach she works with a
lot of professional athletes she's
actually best known as the first women
our woman commentator for NASCAR she did
this in the 70s which was like a pioneer
in the media industry right but anyway
she is best known for getting Shaquille
O'Neal on Twitter okay Wow
so and Shaq as you may know was like the
first
major sports or celebrity to hit a
million followers on Twitter right so I
reach notes were actually on Twitter and
said hey would you co host a webinar
with me I want to talk about sports and
social media I'd love to get your expert
opinion I heard back in like 20 minutes
like yeah that sounds like a great idea
and I was like that's it this is what
I'm gonna do you know and I have no idea
how to actually do it but I figured it
out you know so social media has changed
the game in so many ways like if you
look at the internet online marketing
back in the day you know it was just you
know you just create content on a
website and then there's search engines
and some pay-per-click advertising but
now there's social media there's so many
different mediums of marketing and I
think LinkedIn you know well just most
social media in general I'm still blown
away how many businesses still haven't
adapted and they still have no strategy
around using a lot of these platforms
and I think LinkedIn is something that
is so underutilized by a lot of people
because they just don't understand how
they can use it yeah to generate leads
and their online presence and build
Authority and whatnot so yeah why did
you decide that you really wanted to go
deep with LinkedIn and master that and
then help other people with that one
yeah so at that time I was obviously
using I was using Twitter primarily when
I first started going into this because
I thought it to be a really great
connection tool but LinkedIn I found to
be the best place to go and actually
source the kind of people I wanted to
connect with so it was really the
professional social network right people
were filling their information and
already in my case at the time I wanted
to connect with executives that worked
in sports so like I wanted to connect
with the president of the Orlando Magic
when I was going to Orlando and the
director sales when I was going to Tampa
Bay or Washington DC or whatever you
know and LinkedIn was the place to
easily find that because people put
their information on that they willingly
fill it out right and then from there it
was all about figuring out how to use it
in an engaging way to actually generate
conversations build relationships get
referrals and introductions and you know
for me this was like 2009 or so when I
really kind of started to see that
LinkedIn
was going to be the big thing for me
anyways and I actually this is a funny
story I don't think I've ever told this
before but I actually registered a
domain called linked influence at the
time right because I was like I'm gonna
create a training on this and I just
never got around to it I kind of
procrastinated on it and I was running
in the same circles with a guy by the
name of Lewis Howes which you know as
well and some people watching my know
too so Lewis and I were both kind of
doing the sports and social media thing
and I registered this domain so we kind
of know each other we didn't know each
other and at the time him and Sean
malarkey who ended up partnering
together they said hey we should create
a LinkedIn program and they wanted to
call it linked influence just ironically
right so he did a search to see who
owned the domain I happen to own the
domain he reached out said hey would you
sell it I said Matt I really want to
sell it but I said I'll give it to you
if we can work together because I wanted
to do more stuff and he had really built
up a solid presence with his sports
networker site so yeah that was kind of
it I gave him that domain he launched
the course originally I rammed sports
networker his sports recruiting website
for like three years which allowed me to
do hundreds of webinars with students
and sports executives people that wanted
to work in sports which was a passion of
mine so just an amazingly great
experience and obviously Lewis and I
built a good relationship over time and
it kind of came full circle when Lewis
went off and did his school of greatness
podcast really committed all of his time
into that somebody had to come back in
and take over linked influence and redo
all the training and become the face so
it was just natural that I kind of came
right back around and now all of a
sudden I was the guy that was creating
this stuff you know yeah so so for
something that's watching this right now
and you know maybe they already have a
business how can how can LinkedIn help
them to generate leads or more sales or
help them grow their business or the
main benefits and ways that someone can
use it as a tool for their business yeah
so it's evolved a lot over the years
obviously but there's a reason why I
actually launched another program length
influence right now is really primarily
or the jobseeker the person from a
personal branding standpoint it's kind
of a 101
what's again with LinkedIn and it's
really great for that too like anybody
that's looking for a job or it doesn't
even know where to start it's a lot of
times it's a great place to start but I
created a program called 30 day sales
machine two years ago that was
specifically about generating leads
online so turning cold leads in a warm
prospects and more clients for your
business and I did that because I saw
that there was a different method that
you have to go about using LinkedIn as
opposed to what a job seeker would do
right but it comes down to some basic
principles and we can dive deep into
this or we can save it for another time
or whatever but you know I think that
the starting points in the place where
people really need to consider first is
is their LinkedIn profile a lot of times
a LinkedIn profile gets looked at as
like an online resume and it's literally
just a place to dump your experience and
that's a big mistake because when you
think about core marketing principles
one of the things that you have to
address is like what is the pain point
of my audience yeah how do I solve that
yeah right so you have to do the same
thing with your LinkedIn profile that's
about the most simply simple way I can
explain it is like if you solve a
certain problem or want to even for that
matter and and you can address those
things your profile should really speak
to that person and that will make them
compel the one look a little bit more or
connect because even if you reach out to
people they're going to look at your
profile and then that that can play a
huge role in the relationship you build
or them wanting to learn more about you
or whatever might be right yeah it's
step one right like I talked about a
very simplified buyers journey of you
know awareness consideration where
they're considering you as an option
evaluation evaluating you against your
competition
ideally becoming a customer and then an
advocate right so five steps really
simple starts with awareness so if
you're building awareness to get
yourself in front of the right people
that might do business from you or buy
your books or buy your services or your
products they have to know within three
seconds why they want to read more so
that's why your LinkedIn profile is just
it's so critical to have those
little tiny little tweaks to make
somebody compel the one or luck a little
dig little if you're sure for sure I
think anyone that's watching this right
now I think that'd be really the first
step that if you don't already have a
LinkedIn profile to make sure that you
set one up because you know a lot of
people you know everyone has their own
personal brand a lot of people don't
realize it you know that because a lot
of people you know whether you're trying
to get a job or get recruited for maybe
a higher level job or attract people to
you in your business a lot of people are
going to look up your name your LinkedIn
and that's often where the top results
it shows up when someone goes into
Google so I think making sure that it's
professional and it's set up the right
way and I know you've got a training for
that yeah yeah I can give you I'll give
you access to that too and we got a link
the link to a free training the he put
put together is it maybe showing them
how to optimize and set it up yeah I
actually put a lot of time into this
it's completely free to it's called
seven steps to create an irresistible
LinkedIn profile to attract your ideal
clients so it goes into seven steps of
the video and they're all really short
videos a bunch of cheat sheets in there
to where I show some examples of
background photos and headlines so you
can kind of mirror them you know like
look and see what other people that do
what you do are saying because that's
one of the hardest parts a lot of times
is that the creative the writing and the
design you know so I've made it pretty
easy because you can just kind of model
what some of our members are doing right
it's awesome okay so you guys want to
check that out I'll link to it in the
description of this video but if you're
listening on the podcast right now then
go to WWII a string comm slash LinkedIn
profile
aaww project life master comm slash
LinkedIn profile okay so once I'm going
to say is set that up and so you're
saying that whatever niche or market
that that person is in understand that
the problems that your product your
product or service solves yeah and then
making sure that you optimize our
profile for that first yeah and then
once you've done that you know how else
would you use LinkedIn to to reach out
to people or generate leads or sales
yeah yes so I talked about a seven step
process and I know we're going to do a
webinar together and we'll give
what a the link on that too but once
you've established that foundation that
base of really clearly communicating
what you do the next step is for you to
be proactive to actually go out and find
the people that you want to work with
and being very laser focused with it too
so one of the things that I a lot of
times here and this is all comes down to
targeting and using the advanced search
on LinkedIn is people will say if there
are consultants and you say well who do
you work with I work with everybody you
know where they located all over the
world of a digital marketer you know I
do I do social media for people whatever
it might be
that's a mistake when it comes to using
LinkedIn you need to get specific and I
and I don't mean that you need to say
this is all I do I don't do anything
else but with LinkedIn the more specific
you can be the more you can speak to the
person that you're talking to the better
right so I use like people that do SEO
as an example right you might reach out
to you might say I do SEO for medical
professionals which is barely
Bronzeville right it could be dentists
could be chiropractors could be whatever
you know plastic surgeons and I always
tell them pick one of those right I
specialize in helping dentists filter
through their client books you know and
there's always big pushback I get on
that right it's like well I don't just
work with dentists I work with
chiropractors online it's okay because
there's thousands of dentists on
LinkedIn and when your profile says this
is who I work with and they see that it
instantly makes them go over this guy
specializes in what I do yeah and
actually yeah yeah so a lot of times
with what I teach is just a mental thing
to just say no you're not telling people
that you don't work with them you're
just saying this is what I do you know
the more that you're targeted like to a
specific demographic the specific avatar
of the dentist and your profile when you
reach out to them it's like you
specialize in helping just them then
when someone sees that they instantly
connect with you in that way they're
like wow this because you've been really
taking a more general niche and you've
reached it down even further so that is
super targeted more targeted it is a
better
going to just convert and be able to
make that much of a difference yeah
totally and then the next part of it and
there's there's lots of pieces here like
I said we'll get into more detail on
this when we can do some visuals with a
webinar and that type of thing but the
next step is being proactive and
actually reaching out and connecting
with these people and in some cases
playing the numbers game not in all
cases sometimes you can be very laser
focused and and get good response rates
but say there is you know a thousand
dentists near an SEO specialist or just
use as an example you want to reach out
to every single one of them and try and
connect with them right but with very
targeted messaging - and I talked about
this permission based method and again
it's such a tiny tiny little thing but
when you're asking to connect with
somebody on LinkedIn you want to say
would you be open to connecting with me
on LinkedIn you actually put it in their
courts to make the decision instead of
the tiny little tweak of like I'd like
to add you to my LinkedIn network it's
it's a psychological thing but we've
tested this thousands of times and we
get way better response rates when we
use that permission method and then like
I say it's a numbers game if you send a
thousand out and you're very targeted
and your messaging is very targeted you
might get thirty to sixty percent of
people that I'll say surely I'll connect
with you do you have certain templates
and examples that you often show people
in your training yeah exactly what you
would say and how you would target
target it to them yeah totally so when
when people sign up for the webinar that
we'll do here there's actually a
workbook that I have that has one those
scripts in it and then I'll go through
them in the webinar I'll actually break
it down and show people how to tweak it
and use it as their own right so like
copy paste almost yeah so what we'll do
is I'll link to the webinar below this
video as well but for those that are
watching listening donate WW
projectlifemastery.com slash linkedin
webinar and you guys can register
register for that and trevor is going to
put together that webinar is going to go
more in-depth and show the screen and
details of some of the things that he's
referring to in this video yeah so um
can that be something that you can
automate as well like if you didn't want
to you know do the manual labor of that
that you could hire someone like a
virtual assistant - yeah contact
people on your behalf yeah so there's a
few different ways there's there's tools
that you can certainly use that will
allow you to view profiles for example
and people can google these things to go
and find out about them I caution you
though that anytime you're using any
kind of automation tool like that you
run the risk of you know overdoing it
getting in trouble getting locked out of
your account you don't want to be spammy
or anything and you don't want to be
spammy and I don't advocate for that
which is honestly why I don't even
mention these tools like publicly what's
what they actually are because the ones
that we recommend are ones that where we
work closely with the developers and we
don't even allow our members to use them
until they're trained on how to use them
because I just find that it's a way
better way to do it you know yeah I
think a lot of people you know they
don't have the right mindset using it
then they'll you know abuse it
Liberatore yeah they're short I'd say
you don't want to be one of those people
because I I know yourself and myself we
get so many emails or messages from
people and you can just tell right away
it's not personalized it's just copy and
paste yeah and I think that you know the
more you can personalize it and in a way
not always have to depend on the
software I think you can get better
results yeah I love this this actually
just popped into my head but Gary
Vaynerchuk is somebody that I follow
online and he uses that term like how do
you scale your your your your mom right
or your drama or whatever it is and it
relates to what we're talking about here
it's like there's certain things that
you shouldn't scale and I am always
honest and transparent with people like
when you use LinkedIn there's not a
push-button easy solution and if you
find it don't use it it's not going to
work properly it's going to just get you
into more trouble than anything yeah but
we've had a lot of success with virtual
assistants we have because once you have
an idea of who you're targeting and you
can script out some messages that are
very relevant to no matter who you're
sending them to because you've already
targeted your audience you can use a
virtual assistant to do some of the
manual processes of sending connection
requests and monitoring responses and
sending follow-ups and we do a lot of
that I have I think we're up to eight or
nine virtual systems that work on my
team now and we yeah so we do it
ourselves we offer to our members to our
clients
so you can scale this stuff but your
best to focus on the relationship
building and real conversations you know
and what about some the content side of
LinkedIn says a lot of people use
LinkedIn to publish blog posts or create
content how is that kind of fit in to it
yeah so I go through a seven step
process on the webinar and the first six
steps are all very direct you know
messaging monitoring responses
follow-ups all that kind of stuff
step seven is at the end of my webinar
when I say look I just walked you
through a perfect scenario where you
find a person you connect with them they
respond you send them a message boom you
got a client that doesn't always work
like that right so that's why I talk
about being consistent building
expertise raising authority through
content publishing and you can do that
through publishing right on LinkedIn
which is a great place to do it because
it's obviously got a built-in database
of your target audience and the more you
build your first degree network with the
right people your stuff is being seen by
those people now you know and as well as
you can you know message those people
directly and say hey I just wrote this
article I think you might find an
interesting since your XYZ in this type
of industry you know and sharing status
updates like it's like any platform you
know like you can do a lot of work and
not get a lot of results from it too but
just being consistent and having some
processes to kind of scale what you're
doing if you're writing content on a
blog sharing it on LinkedIn sharing it
as groups and stuff it raises that level
of expertise where if somebody was to go
to your profile and they see your
profile speaks to the pain points and
then you've written an article on that
topic and you're sharing content that's
around those things all those things are
just associations of expertise that
builds trust right
so link is a great place to do that and
be consistent with it for sure and then
how can you have any strategies on how
people can use LinkedIn if let's say
they're selling a physical product on
Amazon or e-commerce store or if maybe
they published a book on Amazon or
whatever it might be if they wanted to
attract more more leads or more sales
would you recommend I mean under certain
ways you can target people based on that
then when you just try to funnel that
into your book or your product or to the
email list or how would you go about
that yeah so you know a service versus
the product has a different strategy a
lot of times and there's different types
of products of course too when you're
selling a service you're building
relationships right you're not
necessarily going direct to the point
like if you're selling a widget like you
know that TV and you're reaching out to
condole builders and you're saying hey
you guys furnishing sweets like i sell
TVs it's very direct to the point right
you know that they either need it or
they don't in between that are people
that sell products but don't necessarily
sell a widget eyes product right so it
might be a book that provides education
it might be some type of physical
product like you say like a supplement
or something right you kind of got to
take a hybrid approach where you want to
make people aware of what you have to
sell but at the same time always come
from a value first perspective right so
again if I refer back to that buyers
journey awareness is always number one
so if you are selling a supplement for
example and you want the trainer's for
example to get in front of this we want
them to be aware of it right so they can
maybe recommend it to their clients
you're going to target personal trainers
and you would do that by making sure
your profile speaks to what value you
offer personal trainers right maybe it's
in the form of education as to what your
product can do for them in their clients
have content on your profile that speaks
to all those things testimonials good
quality pictures maybe a video that
explains the product right and and then
just start viewing and inviting those
people to connect and you're building
awareness right it starts that first
part the awareness right step two is
consideration if they don't know that
you exist your products or services
exist how they ever going to consider
you as an option right and same thing
for book publishers too right
a lot of times one of the best ways to
actually offer value is to give away
chapters of your book and Linkedin if
you think about okay I've wrote a book
about leadership and I know that I want
to get this into the hands of every CEO
in North America right well you wouldn't
say you wouldn't start with a campaign
of CEOs in North America
you'd have 200,000 people or more right
you might say I want to target CEOs in
Vancouver
right now you're down to 3,000 or a
thousand or whatever right and you start
reaching out to those people and you say
hey I'm in Vancouver as well I just
wrote this book it's all about you know
how to lead your team and take them into
the next into 2018 or whatever it is and
I thought you might be interested in
here's a free chapter nothing on asking
for anything offering value driving
traffic landing pages hopefully
collecting email addresses building
awareness so that's how I would approach
it from that perspective it's kind of a
hybrid between the two right that's all
yeah well well it did really valuable
like really eye-opening cuz I think a
lot of people watching just like
Renewable LinkedIn and most people have
a profile but they're not using it it's
so underutilized that you know if you
take advantage of what he's sharing and
recommend checking out the webinar as
well because it could be you know I'm
always looking for new things I can
integrate into my marketing different
strategies and whatnot and this is just
something I think could be really really
powerful that a lot of people aren't
really doing so I highly recommend guys
on the webinar again as project life
master comm slash LinkedIn webinar will
link to that I want to ask you switch
gears a little bit because I know a lot
of people watching you know they're at
the beginning stages of building their
business or they're already doing well
but they want to take it further what it
just general advice have you learned
like just through your journey because
you've been at this for such a long time
you've been through ups and downs what
advice would you give to someone
watching in terms of maybe motivation of
what you've learned or really what it
takes to succeed online well I can tell
you and I know we spoke briefly about
this before we hopped on camera too but
you know I gave you kind of the Coles
Notes version even though it's a little
bit longer than expected that didn't
have any bumps in my story right but
that's so far from the truth
you know like in that 2009 timeline for
me I was like 35 years old at the time
and I literally after doing this
bouncing around and you know living on
friends couches and stuff and trying to
find my way and figure things out I
landed on my mom's couch
six months at the age of 35 you know and
it was really humbling and at the same
time though really uplifting to know
that I had you know my mom there to
support me too and say like go for your
dreams you know figure it out
now I took four years to kind of figure
it out from there
probably even longer I guess five five
six years what really was the big
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