The LinkedIn Strategy You’re Missing w/ @matthewlakajev | The Futur Ep. 353

Key Concepts

• Lead Generation System: A structured approach to consistently attract and convert potential clients.
• Content as an Accelerant: Content is not a requirement for sales, but it speeds up the process of starting high-quality conversations with ideal clients.
• Warm Outreach: Reaching out to potential clients with a reference to existing connections or shared interests.
• LinkedIn Sales Navigator: A LinkedIn tool used to identify and connect with ideal clients and look-alikes.
• Lead Magnet: A free, valuable resource offered in exchange for contact information (e.g., email address).
• Hyper-Focused Email List: An email list targeted to a very specific niche, ensuring relevance and higher engagement.
• 14-Day Email Sequence: A series of emails designed to provide value, build trust, and ultimately invite the recipient to take action.
• ADA Framework (Attention, Desire, Interest, Action): A classic copywriting framework used to structure sales messaging.
• Offer Doc: A sales letter that communicates the value of a product or service by addressing the client's problems and potential solutions.
• Price Anchoring: Presenting a higher-priced option to make the target price appear more attractive.
• Pre-Framing: Setting expectations and establishing control at the beginning of a sales call.
• Pre-Objection Handling: Addressing potential objections before they arise.
• Emotional Commitment: Getting the client to verbally express their excitement and commitment before asking for payment.
• Offer Campaign: A proactive outreach effort to existing connections and leads, inviting them to take a specific action.

1. The Importance of a Lead Generation System and Content as an Accelerant

• Matthew Lee emphasizes that content creation is not a prerequisite for making sales on LinkedIn. Instead, he views content as an "accelerant" that helps initiate high-quality conversations with potential clients, ultimately leading to increased revenue.
• He argues that many creators struggle because they focus solely on content without actively engaging in direct messaging and outreach.
• Lee believes that a combination of content and targeted messaging is the most effective approach.
• He shares an example of a client who created content for 18 months without generating any leads because they lacked a clear understanding of their ideal client and the insights needed to create compelling content.

2. Building a Warm Outreach Strategy with LinkedIn Sales Navigator

• Lee outlines a step-by-step process for building a warm outreach strategy using LinkedIn Sales Navigator.
• Step 1: Identify a list of the best ideal clients (past and current) who would champion your services.
• Step 2: Use Sales Navigator to find "look-alikes" of those ideal clients.
• Step 3: Reach out to these look-alikes with a personalized message referencing the shared connection: "Hey, saw you connected with [Ideal Client]. I was just chatting with them last week. Thought I'd reach out and connect."
• Lee notes that LinkedIn allows approximately 200 connection requests per week. Personalizing these requests can result in a high acceptance rate, potentially leading to 5,200 new connections with ideal clients per year.

3. Optimizing Your LinkedIn Profile for Lead Generation

• After building a network of relevant connections, Lee stresses the importance of optimizing your LinkedIn profile to clearly communicate your value proposition.
• Profile Clarity: Ensure your profile clearly states what you do and who you help.
• Mobile Optimization: Because 70% of LinkedIn users view profiles on mobile devices, ensure your banner is readable and easily understood on smaller screens.
• Featured Section Lead Magnet: Include a lead magnet (e.g., case study, free resource) in your featured section to capture leads and gauge interest.
• Lee advises against directly linking to a calendar booking page, as it can feel presumptuous and lead to wasted time with unqualified leads.

4. Content Strategy and Lead Magnet Integration

• Lee explains how to use content to drive traffic to your lead magnet and identify high-converting content.
• Litmus Test: Track how many ideal clients view your profile and click on the lead magnet link after you post content.
• Data-Driven Content: Analyze which content pieces generate the most leads and focus on creating more of that type of content.
• He emphasizes that the goal is to drive leads, not just impressions.

5. Email List Segmentation and Value-Driven Email Sequences

• Lee highlights the importance of building a hyper-focused email list that resonates with your ideal client.
• Niche-Specific Newsletter: Avoid generic newsletters. Instead, create content that directly addresses the specific needs and challenges of your target audience.
• 14-Day Email Sequence: Develop a 14-day email sequence that provides valuable content, solves problems, and builds trust.
• Permission-Based Approach: In the first email, ask for permission to send further emails with helpful tips.
• Storytelling and Value: Share stories and insights that demonstrate your expertise and ability to help your ideal client.
• Soft CTA: At the end of the sequence, use a soft call to action (CTA) that invites the recipient to explore your services without being pushy.

6. Crafting an Offer Doc and Inviting, Not Pitching

• Lee advocates for an "invitation" approach rather than a hard "pitch" when presenting your services.
• Offer Doc Structure: Use the ADA framework (Attention, Desire, Interest, Action) to structure your offer doc.
• Targeted Messaging: Clearly state who the offer is for and who it is not for.
• Permission-Based Action: End the offer doc with a simple call to action: "Reply back 'Interested' and we'll set up a chat."

7. Optimizing the Sales Call Process

• Lee provides a detailed breakdown of how to optimize the sales call process for small business owners.
• Pre-Call Preparation:
  • Send a pre-meeting video sales letter (VSSL) that explains how you help clients.
  • Research the prospect's background and identify commonalities to build rapport.
  • Send a manual reminder or voice note expressing your excitement and highlighting the extra preparation you've done.
• Call Structure:
  • Pre-Framing: Set expectations and establish control by stating the purpose of the call and your time constraints.
  • Problem Exploration: Spend 20-30 minutes understanding the prospect's problems and desired outcomes.
  • Presentation: Present your solution with a pitch deck that focuses on the client's needs and challenges.
  • Objection Handling: Address any remaining questions or concerns.
• Pricing and Closing:
  • Price Anchoring: Present two options, with the higher-priced option making the target price appear more attractive.
  • Emotional Commitment: Before sending the payment link, ask the client what they are most looking forward to.
  • Immediate Onboarding: Begin the onboarding process immediately after the payment is processed to reinforce the purchase decision.

8. Addressing Common Challenges and Prioritizing Lead Generation

• Lee identifies lead generation as the primary challenge for most small businesses.
• Solve the Lead Problem First: Focus on generating an abundance of leads before focusing on improving product delivery or operations.
• Offer Campaigns: Run proactive offer campaigns to existing connections and leads.
• DM Outreach: Actively engage in direct messaging and make offers to potential clients.

9. Content Strategy for Lead Generation

• Lee emphasizes the importance of creating content that resonates with your ideal client and drives them to take action.
• Offer Campaigns: Run proactive offer campaigns to existing connections and leads.
• DM Outreach: Actively engage in direct messaging and make offers to potential clients.

10. Reigniting Conversations with Existing Leads

• Lee provides specific advice for reigniting conversations with existing leads who have expressed interest but haven't converted.
• Offer Email with Offer Doc: Send a targeted email with a well-constructed offer doc.
• Proactive Follow-Up: Have someone actively follow up with replies and address any objections.
• Event Strategy: Host events that solve a specific pain point for your target audience.
• Pre- and Post-Event Engagement: Engage with attendees before and after the event to build relationships and drive conversions.

11. The Importance of Pricing and Attracting the Right Clients

• Lee discusses the importance of pricing your services appropriately to attract the right clients.
• Higher Price, Higher Commitment: Charging a higher price can attract more committed clients who are more likely to implement your advice and achieve results.
• Tiered Programs: Consider offering tiered programs with different price points and levels of support to cater to different client needs.

12. Synthesis/Conclusion

Matthew Lee's approach to LinkedIn lead generation and sales emphasizes a blend of strategic content, targeted messaging, and a focus on building genuine relationships. He advocates for a system-driven approach that prioritizes lead generation, optimizes the sales process, and attracts the right clients through effective pricing and value-driven communication. His key takeaway is that even small adjustments to your approach can yield significant results, especially when focused on making the client feel comfortable and understood.