Kristina Jaramillo

Kristina Jaramillo is the Managing partner at Get LinkedIn Help. She is a LinkedIn marketing expert, focused on thought leadership, lead generation and lead engagement programs to influence decision makers. She’s been recognized by LinkedIn and has been featured in their “Sophisticated Marketer’s Guide to LinkedIn.”

Expert session

Tactic that has had the biggest impact on Kristina’s success

Marketing through LinkedIn

Result if you follow the steps in Kristina’s session

Increase brand awareness and online reach

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Well, I have five steps for the strategy.

And the first step would be the social media presence. So what is your profile look like? Does it look like a resume? Does it look like a case study-driven marketing tool? does it provide your audience reasons to connect with you reasons to care about you?

Or is it just listing your achievements and your successes and, you know, summarizing, basically what your resume would do so that’s the first step. You want to think outside the box of the resume.

And then another step with think of what kind of leaders thought leadership content you’re going to be creating? What kind of content? Are you going to be sharing on a LinkedIn platform discussion-wise?

Are you going to be that person that people think is a resource by sharing other people’s content? Or are you going to share other people’s content and put your spin on it, so that you have your thoughts in there, or you’re just going to create new content altogether?

And I think the mix that I’m sure people are familiar with is that 8020 rule 80% shared content of others 20% your own and I like to flip it the other way so that people see you as a thought leader. So that would be another step for the strategy.

So then you’re creating a lot of your own content as opposed to sharing in the forms of just updates or is it blog posts?

From what we found updates kind of get buried in the newsfeed so would be more discussions that you share. So that may be a discussion. You should You’re within a group that you belong to, you would go to an article you had published somewhere a blog post or even more information on a webinar landing page or something like that.

But there’s like upfront value in the discussion so that someone could actually walk away from that discussion without having to click on it. So click on the link to follow up. So you’re basically gaining everyone’s or the readers’ prospects, whoever it is, it’s reading the content, their permission to take that next step and click on the link.

Alright, so this whole first step really is all about how you want to position yourself how you want to be perceived by other people. And then obviously, it’s as a thought leader, so we’re sharing, you know, 80% of our own content and then 20% of other people’s content.

Correct, correct. And there’s another thing another part of that strategy would be intelligent prospecting. So that means not connecting with everyone and everyone actually developing a strategy for who your target audiences whether it’s industry position, experience, so you’re not connecting with people that are long shots or hopefully will, they’ll be able to introduce you to so and so who actually has the buying power or decision-making power.

So you don’t want so many like secondary prospects or influencers, you want the key decision makers who are in charge of making the decision to invest in your solution or product services, whatever it is, you want to connect with those high-level prospects. So that would be intelligent prospecting. And another aspect of the strategy would be community building and engagement.

So for our clients, what we do is we have a community that’s based on the challenger process problem that their audience would be facing, and then they populate it with content. So for example, in my group, I have a pretty small group in comparison to other groups. I have only 500 people, but those are sales and marketing leaders that are in b2b.

So they’re very targeted. You know, I’m not focusing on quantity.

I want the quality connections because b2b buyers are Looking for quick access to these trusted experts and they want the relevant content. And the best way to do that is to put it in front of their face by having them in your community.
So you can keep them engaged, keep them active, and then build that relationship with them. Because LinkedIn is all about building relationships, and a group is a great way to do that.

And then the last piece of the strategy that I think people should look for, for the coming year is a lead generation and a lead gen engagement strategy. So now you have this group of prospects, what are you going to do with them?

How are you going to engage with them? How are you going to use the content that you have the marketing collateral case studies, white papers, any kind of third-party research you have? How are you going to use that to support what you are talking about?

And how are you going to get them to want to talk to you so how are you going to get how’s the marketing team, gonna get somebody interested to talk to sales, so you’re going to have to have a strategy to get people interested and get them moving into the pipeline, and engage with you further because obviously, most of the sales are going to take place offline. So this is all about nurturing and engaging. Gene on LinkedIn to take it offline.