In this episode of P is for Profit we’re sitting down with Tracy Enos, a marketing and LinkedIn expert. Tracy has consulted with thousands of business owners and sales teams on how to use LinkedIn to generate leads and become the authority in their industry, while in turn staying front of mind with their clients.
“There’s 675 million people on the platform worldwide, and 160 million are in the US. If you can’t find a client within that… you’re doing something wrong,” says Tracy about why LinkedIn can be an amazing resource.
We’ll chat with Tracy about how to skyrocket your lead generation by using LinkedIn, how to make your LinkedIn profile more attractive, as well as…
- Why LinkedIn is preferable over local networking groups
- Why LinkedIn is better than Facebook for business
- How LinkedIn can help you showcase who you are, who you work with, and how you work with them
- Differentiating yourself over your competition
- The biggest mistakes you’re making on your LinkedIn profile
- The LinkedIn profile must-haves
- And more
Mentioned in this episode:
Adam Lean: In this episode, we’re going to talk about how to skyrocket your lead generation through LinkedIn. We’re going to talk to a marketing and LinkedIn expert on how to make your LinkedIn profile attractive to get more leads and get more business. This is P is for Profit.
Adam: Welcome to P is for Profit. My name is Adam Lean and I, along with the rest of the Team at The CFO Project, are passionate about helping business owners improve the profitability of their business. My guest today is Tracy Enos. She has consulted with thousands of business owners and sales teams on how to use LinkedIn to generate leads and become the authority in their industry and stay front of mind with their clients. Tracy, welcome to the show.
Tracy Enos: Hey Adam. Thanks for having me.
Adam: Yeah, I’m excited to learn more about you and learn how you do this with LinkedIn, generating leads and becoming an authority. But before we dive in, tell us a little bit about your background and how you got into this.
A Long, Bumpy Road to LinkedIn Marketing Expertise
Tracy: Well, like many probably listening to this podcast, I was a product of the financial housing crisis back in 08, 07/08. And I was working for National City Bank at the time and I was doing loans. And I was also, I also had my real estate license and I was down in the Branson area although our office was out of Leawood, Kansas, but I got to work out of my house. That’s another story but for another time how I got to work out of my house.
But anyway, so, you know, National City Bank was one of those banks that didn’t get bailed out by the government. And so PNC Mortgage Bought them out, fired everybody. So I lost the job. And so, and that happened in like, October of 2008. It was pretty bad and I couldn’t find a job. No one was hiring, not at least down in the Branson area. And real estate took a huge nosedive.
And we had like 18 months of inventory because it’s a second home area, not typically a primary home area. And so yeah, it was very difficult. So I moved back up here to Kansas City. And I’ve been here ever since, since 2009. And took my real estate license and I became the managing broker of an office. And we did a lot of foreclosures, like HUD, Fannie Mae, Freddie Mac, so we were what they call a master lister.
But then when, you know, the housing market improved, the owner of the company, she shut her doors, and she went over to Keller Williams and she wanted me to be your buyer’s agent. So that would mean I’d have to pay two people’s fees. Keller Williams fees and her fees. I was like, see you later. Not doing that, you know? So I’ve sold everything from the two thousand dollar house to the $1.2 million house on the lake down in Branson. So I’ve run the gamut.
And so my last transaction was in 2011. And that took six months to close. And actually, I have an article on my LinkedIn profile it talks about the story. And the only money I had left after I paid Keller Williams fees and all my expenses, I had enough money to go down to Chuck’s boots which is like a discount, you know, boots and hats store and I got a pair of boots and a matching belt. That’s how much money I had left. It was like 200 bucks. It was pretty bad. Oh, and they closed on Valentine’s Day. So I went to treat myself on Valentine’s Day with $200.
So I left at that time and so I didn’t do, I referred out some transactions because I had some people calling me so that was nice to have a little bit of income and not have to do any work, but I couldn’t find a job. So through LinkedIn, I actually found a job through a health care company, not health care, health product company out of Carlsbad, California, or San Diego area. And I became what they called a promoter. So I did demos for their product in Sam’s Club and Costco. Within two months, I became the regional sales manager for seven states in 83 stores. That’s how well I performed. So it was pretty cool. I did a lot of traveling and I didn’t spend a whole lot of time partying.
You know, you do all your reports during the day, I call my kids and then I would go and play on LinkedIn. So I’ve always been an outside of the box thinker, even in real estate. And we always had systems. And so this is, you know, what I was kind of learning with LinkedIn is, you know, this is, I found my job through LinkedIn, which was pretty cool. And I’d taken some other courses. So I, you know, I played in the platform in the evenings instead of going out bar hopping like everybody else did.
And so I got to start learning how to use LinkedIn and it was pretty neat. I got laid off from that job within a few months because they had partnered with the second-largest pharmaceutical company in the country and they gave them like $3 million and they blew through it in a summer. And so they had to let go of most of their outside field staff. And all of us left except for one person. So I mean, they fired everybody to, you know, recoup expenses. So I was without a job again. Now because I was playing in LinkedIn, I’d learned how to, you know, build WordPress websites.
I was playing in LinkedIn, I knew how to do graphics and set up Facebook, you know, fan pages and all that jazz back then. My sister, before she passed away, my sister had done something similar. And so I reached out to her and said, Look, I need some help. I can’t find a job. I got laid off a second time in four years from corporate America. What am I going to do? I’m a single mom and I’m blowing through my savings. And she says, you know, you’ve already been doing this and you’ve been teaching people how to do it for free. She goes why don’t you start your own marketing agency? And in February of 2013, it was official, I started my digital agency.
And I did what everybody else did. I went to BNI meetings, network meetings, chamber meetings, I was drinking a lot of wine and not getting any business in the evening, several times a week, you know? And so I would get a, you know, one client here and there, but I just wasn’t getting any clients. And so I turned to LinkedIn. And I started getting clients like Roofing Companies like a big commercial roofer out of Philadelphia, and then another digital marketing agency out of Houston. And I started getting clients in Canada.
And it was really neat. And then as I was getting these clients in different industries, these clients started coming to me and going, how are you doing this? Because we want to learn how you’re doing it so we can do it too. So that’s how it kind of dawned into what it was today. And so I had a digital marketing agency. So we were doing, like I said before, building WordPress websites, getting, you know, the clients and Google Maps, setting up their business directory, you know, listings, we were, you know, doing videos, we were setting up their social, doing their LinkedIn.
And I’m gonna tell you what, I hated every bit of it, except for the LinkedIn. Because I could go and sell the dickens out of it, but I hate a fulfillment. Fulfillment was very time consuming and I wasn’t making enough money to have a, you know, an assistant to help with the fulfillment. And so I had, you know, made pretty decent money and I decided I was going to go to a marketing conference in San Diego with a fellow by the name of Mike. And I got a hot seat. And it was the day before my birthday.
And I had thrown my back out at the Phoenix airport because a gunman had come in and they shut down the airport. And I had all this luggage, I had high heels and I didn’t get into, you know, San Diego until like midnight when they finally opened up the airport. I know. And so I’m walking all over the airport with high heels and this heavy luggage and I threw it back out. So I get this hot seat and I saw the video of it. It’s funny as heck, me trying to get up onto the stage into this high, it’s like a barstool chair, a high top chair.
So, but it’s seven minutes they dissected my business and told me they said you know what, you need to write a book and you need to do LinkedIn coaching and consulting. That’s where your business is at. And you know what, I got home and I fired a client and I worked, you know, finished off what I was doing with the rest of my clients that I had and I’ve never looked back. I have been doing this for the last seven years. LinkedIn marketing, coaching consulting. Mm-hmm.
Adam: So why, okay, so let’s talk about LinkedIn. Why is LinkedIn preferable other than, over like local networking groups? You mentioned BNI and chamber and things like that. Why LinkedIn?
Tracy: Well, first and foremost, I mean, you have right now I think there’s 675 million people on the platform worldwide. I think in the US, it’s up to about 160 million people. If you can’t find a client within that, that amount of people, you’re doing something wrong. Absolutely. You know, and you have to understand too, this is, you could do this from behind your laptop or your desktop, you know, you have to get ready and dress nice and put your makeup on and travel and to go to all these networking events, you know?
And what I found with those networking events, everybody else is there to do the same thing as you, to get a client, but everybody’s cheap, you know? And they want to downgrade, you know, pricing of your services and stuff like that.I was at a point, you know, when I first started doing LinkedIn profiles, writing them for folks, I charge $300.
And I’m still spending the same amount of time today, as I did back then writing profiles. This is a lot of manual work. But, you know, when I went to LinkedIn, I started finding people who actually saw value in the services that we provided and were willing to pay the higher price points than the folks in my backyard who is at these chamber meetings and who just as broke as I was, you know, and pretty much wanted something for nothing and to pick your brain for free.
Adam: Yeah, absolutely. Okay, so LinkedIn over Facebook. Why LinkedIn?
Tracy: Well, LinkedIn was built to be a business platform. I mean, originally when it first rolled out, it was, you know, more on the lines meant for, you know, recruiters and staffing agencies and HR folks and whatnot. And that’s still their main revenue today is that, what they call their talent solution. But it kind of morphed into when people started using it, they started using it to find clients and build, you know, relationships and referral partners and JV partnerships.
And I mean, you can find people on there that, such as yourself, that are podcast hosts or have speaking venues. And because it’s such a personal touch, and what I like about this is Facebook is, business pages, I mean, LinkedIn, I mean, Facebook wants you to pay for everything that you do in Facebook. So they’re not going to show your stuff, right? And LinkedIn is starting to do some of that too.
But you can’t directly outreach to somebody. Now, not back then you can through the, you know, a messaging app right now. But that doesn’t mean that they’re going to see that message. You know, depends on how their notifications or their phone or their laptop. But and if you look at a Facebook profile, unless somebody really fills that out and they’ve only actually added more to profiles now, nobody really knows anything about you. But in LinkedIn, everything that you do in LinkedIn, I say 99% of all your activities in LinkedIn is tied to your personal profile.
So people are going to go and get curious because they see your photo and they see your headline and some of the activity that you’re doing or what you’re posting or if you’re directly outreaching to them to send them a connection request, or you’re messaging them, they’re going to go back and look at your profile and right then in there is where you start to build likeability and trust. People, it’s really hard to do business like that in Facebook because Facebook doesn’t have profiles per se like LinkedIn does. It gives you an opportunity to get to know somebody without actually communicating with them initially, right?
Adam: Interesting, yeah.
Tracy: So that’s somebody’s first impression. You can’t do that in Facebook. Facebook actually tried. They did Facebook For Business and I don’t think it went anywhere. It didn’t go anywhere fast. But with LinkedIn, you know, and LinkedIn being an authority site too we now, we know nowadays that, you know, there’s a lot of word of mouth and people are going to go Google, right?
Let’s say, for example, you’re looking for a new dentist and you’re probably going to go ask your colleagues, your friends, your church family, you know, your family members, you know, who do you go to? And they’ll tell you, but what’s the first thing you’re going to do most likely? Are you going to just call them? Are you going to go Google them?
Adam: You research, yeah.
Tracy: You’re going to go do your research. Absolutely. And with LinkedIn being an authority site, many times a LinkedIn profile and a company page is going to show up before even a person’s Facebook profile, Twitter, and even their own website unless they’re spending a lot of money doing SEO. So that’s really cool because now people are going to go, you know, employers, potential prospects, partners, referral partners, they’re going to go do their due diligence.
They’re going to go check out your social media, most definitely, you know? and LinkedIn gives you an opportunity, unlike any other platform to really showcase who it is that you are, who it is that you work with, how you work with them, how you differentiate yourself over your competition and at the end of the day, what’s in it for them if they decide to work with you. You cannot do that on any other platform.
Adam: Interesting. So you’re obviously an expert in LinkedIn. What are the biggest mistakes that people make with their LinkedIn profile or with LinkedIn in general?
The Biggest Mistakes Tracy Sees People Make With LinkedIn
Tracy: Well, it’s still, you know, I still see a lot of this, people are still treating it like it’s their resume. And what folks don’t realize is, you know, the people that come to your profile, they, I mean, you have to have some human to it because that’s where people get to know you and like you and see if there’s some commonality. You know, icebreakers where you know, you’d have talking points, hey, I saw that you went to such and such college. I did too. What year did you graduate? You know, that get that, people like commonalities.
But even if there isn’t anything in common, you know, you can see, you know, if a volunteer or what organizations they support, any major projects they worked on, their education, things like that. But at the end of the day, the people want to know what’s in it for them, right? And I find that people, all they do is talk about themselves, especially in their about section. It’s all about me, me, me, me. It’s like a bad Toby Keith song.
Adam: Nobody cares. They want to
Tracy: Yeah, they want to know, what can you do for them. That’s what they want to know, you know? and then I also find that folks don’t realize LinkedIn is a search engine and people aren’t treating it as such. And so you really need to identify keywords that your prospects might be typing in to find you for your part of your services to that’s going to solve their problems.
Whether it’s software, or whether it’s, you know, services like I provide, or whether it’s, you know, IT services or anything like that, you know, that kind of stuff. And if you’re not thinking like a prospect and you’re just talking about you, you’re not going to show up in search results. No one’s gonna find you organically. That’s what I find a lot of people don’t realize that, you know? I could go on into a whole lot more mistakes.
But LinkedIn, you know, they’ve changed and evolved their profiles. And as a matter of fact, they just made a change last week. It’s not rolled out to everybody yet because I have some clients that go in their profiles, and it’s not rolled out to them yet. But they did some definitive changes, you know? So, and I don’t like some of them, and I do like some of them. But, you know, I have to roll with the punches because I don’t own the platform.
Adam: So what are the must-haves that you, that just everybody listening needs to have on their LinkedIn profile?
Never Do the Bare Minimum
Tracy: You must have a good profile photo and a good headline. You must have at all I’m just going to tell you. But you really must, I mean, must, at the very limited and, and I tell people don’t just do the bare minimum, You know, you really need to sit down and really craft a really good profile and spend the time doing it. Then doing some of the foundation work prior to even, you know, writing a profile. But the bare minimum, and I hate saying that because I like to do things thoroughly, you know, but you have to have a great profile photo, a great headline.
And the headline is not about you and your title, okay? But you have a good benefit-driven headline to your prospects. And then you need to have an About section that really kind of identifies a little bit about you. You know, how come you’re the expert or the authority, right? You know, like a little backstory, you only get 2000 characters to do this. So it can be challenging at times. But then you need to define who it is that you work with.
So, right now you’re already pre-qualifying somebody who’s coming to your profile, right? So we’re not wasting time trying to talk to everybody. So you say who it is that you want to work with? What is it that you actually do for them? What kind of outcomes can they expect working with you? And then without saying, you know, that what you do different for the competition, you kind of take the high road, tell them how you do it differently.
And that’s the bare minimum, but I don’t like saying that. Because you get a lot of these new gurus, LinkedIn gurus that tell you, that’s all you need. That BS, I’m just gonna say it right now. It’s BS. That doesn’t serve anybody because you’re going to leave a lot of opportunity on the table if you really don’t fill out that profile. And we have ways that we do it creatively and we reverse engineered the way that LinkedIn really, it was really meant for. And those are some of the strategies that we use personally when we develop people’s profiles.
Adam: Okay, so let’s say that somebody has their profile built out the way that you specify. What then? How do you actually get leads?
Tracy: Well, you know, there’s a, LinkedIn is simple, but there’s a lot of moving parts. And it tends to overwhelm most folks, you know, they’re like, well, I don’t see how you can only spend, you know, 20 or 30 minutes a day on LinkedIn and generate leads. Well, yeah, I mean, that’s, I think that’s the minimum that you should be spending on LinkedIn.
I mean, how many days, you know, your sales team, you know, how many hours are they doing cold calls and cold emails, right? A day, right? Probably most of the day, you know? So you could spend that time, much time on LinkedIn. You don’t need to spend hours, eight hours a day on LinkedIn, but once you craft, you know, a daily task list, a weekly task list or a monthly task list, we have those two. you know, you start to develop your own little system, per se, and how to stay organized and prospect.
Then it really doesn’t take that much time. You’re definitely working 20, 30 minutes, you know, a day in LinkedIn. But the one tool that most folks, and they don’t want to pay for it, and get to complain well, it’s too expensive. I’m sorry, but you know, $80 a month is probably the best prospecting tool that you can have is dirt cheap, and that’s Sales Navigator.
Adam: Sales Navigator? And what does that do?
Tracy’s Favorite Prospecting Tool
Tracy: That’s a big prospecting tool. So it’s a premium product that LinkedIn has, and it allows you to do so many things. You can filter and find folks. So once you’ve identified who the prospect is you can find them by, you know, people, titles, there’s, actually I think there’s like 30 filters between looking for people and looking for companies. Pretty neat. And if the company’s publicly traded, you can, you know, find those companies if they have a company page, by, you know, what annual revenue and what fortune, you know, they are, fortune 50, 100, 500. It’s pretty neat. You don’t need to use all the filters.
But you can, you find people by geography or a radius around a zip code. You can find people by their titles, how big the company. You can find people based on how many years in their current position or their past position. You can find people also in groups you don’t even belong to, which is really cool. You can also tag people and you can also use it as a mini CRM. Like, let’s say you find a lead and, you know, you’ve sent them a message.
You can save notes on a person’s profile in your Sales Navigator. And you can set people up in lead lists. Accounts or, accounts or companies or leads or lead lists for people. So you can have up to 1500 leads, and you don’t have to be connected to them. Also, if somebody has an open profile, which means they go into the privacy settings in their regular LinkedIn and open their profile, which I recommend everybody do, that’s how people find you, especially on Google, you can message them for free without using an inmail even if they’re out of your network. It’s really neat.
So if they’re a good prospect, and maybe, you know, they probably, you know, you don’t know if they’re going to you know, accept your connection requests or anything like that. Go send them messages. And when you save leads, here’s a really cool thing, LinkedIn is going to alert you if that lead is mentioned in the news or accounts, if that lead has changed jobs, if that lead has shared or posted something in the newsfeed.
It gives you an opportunity to message them and stay on their radar. And people will get curious and then they’ll go back and look at your profile. And they may at that point, you know, decide to connect with you, send you an invite or accept the invite that you sent them. So, I mean, I could go on and on. I mean, I actually with my clients, I do a 90-minute training on Sales Navigator alone, on how to use it and stay organized. So,
Adam: So, yeah, I mean, there’s so many other questions, but we’re almost out of time. But that’s sort of a good segue. Where can people find you if they want to, if they know that hey, I do need to get more leads, I do you think LinkedIn is the right place because my target audience is most likely there, where can they learn more?
Tracy: Well, you can always find me on LinkedIn. Send me a connection request. Do not forget you need to personalize and send a note. So just say, hey, look, you know, I heard you on Adam’s podcast. I’d like to connect with you. I’ll connect with you.
Adam: What is your LinkedIn name?
Tracy: It’s Tracy Enos. And it’s TRACY ENOS. I was the first Tracy Enos and now I’m the only one with a photo last time I checked. And then they can also, if you want to get on my list to, I’m going to do ethical bribe here, if you want to get on my list so that you get, you know, updated on LinkedIn strategy, new updates, news tips, things like that, just go to linkedintopublishing.com. That’s LINKED Into INTO publishing.com and then I will give you a copy, a digital copy of my best-selling book linked into LinkedIn Publishing to Profits, as well as my 23-point profile checklist which I only give out to my paying clients.
Adam: Wow. Okay, so that’s linkedintopublishing.com. We’ll put that in the show notes, and then also your LinkedIn address is I’m assuming LinkedIn/TracyEnos, ENOS?
Tracy: Yeah, it’s LinkedIn actually forward-slash N forward-slash Tracy Enos.
Adam: That’s right. Yeah, they put an N there. We’ll put that in the show notes as well. Those two links. But, Tracy, one last question. Any last words of wisdom for our audience regarding LinkedIn and marketing?
Tracy: Yes, absolutely. I get this a lot. People feel that they can’t use LinkedIn in their business because their business is different. And I’ve seen just about every industry on LinkedIn, including MLM, but LinkedIn can be used for business to customer.
It’s going to take a little longer, a little more time so you got to do a little bit more discovery by asking somebody questions like, you know, if you’re an MLM and you connect with somebody, don’t obviously assume that they need to lose weight. One guy did that to me and I gave him a nice little tongue lashing nicely and I disconnected from him after he sent me a message. Like, how do you even know? You just insulted me. So
Adam: Oh goodness. I can’t believe anybody did that. Wouldn’t do that to anybody.
Tracy: Oh, they did. And I mean, how are you even know? I’m like, how do you know I need to lose weight based off a photo? Or even if I wanted to, if I needed to, you know? So you just insulted me. Anyway so, you know, so don’t think that, you know, your business is different. I’ve seen the gamut on LinkedIn, including Bitcoin and cryptocurrency, which, you know, you’d think would be tough. But no, I see it. I’ve seen it all. So especially if you’re in the business to business or b2b, definitely get on that platform and start using it. Look, the world’s your oyster. You have 675 million people that you have access to. Get out there and go make some money.
Adam: Well, Tracy, thank you so much for being here.
Tracy: You’re welcome.
Adam: Anybody listening, if you would like to see if Tracy can help you with your business, with generating leads through LinkedIn, please reach out to her. We’ll put her two links, the linkedintopublishing.com and then also our LinkedIn profile in the show notes. But again, thank you so much for listening. And remember, the goal of your business should be to make more profit than last year and to turn that profit into cash that you get to keep. Thanks for listening.