Your Prospect Profile

Workbook: Prospect Profile ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Your Prospect Profile

Take a moment to think through exactly who it is you want to target. Who is your ideal customer or client?

These answers are not good enough:

 Everybody.

 Any type of business owner.

 Anybody in marketing.

You get the picture.

If all you can come up with is the above, take a closer look at your clients right now. Think about the types of people you really like working with and also are your best clients from a financial perspective. Now it’s time to build a real prospect profile.

Here are the questions you need to answer:

1. What are your target industries?

For a complete list of industries available for targeting in LinkedIn:

https://developer.linkedin.com/documents/industry-codes

2. What geographical areas are you targeting?

3. Are your prospects most likely to be hanging out in certain LinkedIn groups? If so, which ones:

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ©2012-2013 LinkedUniversity.com, All Rights Reserved Workbook: Prospect Profile •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

4. What company size is the right fit for you? 1 man shop? Only companies with more than 50 employees? It’s important that you determine the right range.

Note: Within LinkedIn you can select from the ranges in the image to the right.

5. What types of position titles does your ideal client or buyer usually hold? Come up with the top 10-15 positions that you target. Some examples:

a. President

b. Marketing Manager

c. Purchasing Coordinator

d. CTO

6. What level of annual revenue do your best clients have?

a. Keep in mind, LinkedIn doesn’t give us the ability to target based on revenue. Typically the best way to target companies of a certain revenue size is to think about approximately how many employees they have, and target based on company size. That said, it’s still good to keep this in mind!

Now, take this information and build a quick cheat sheet that you can refer to. See below for an example that you can edit and use for your business.

This information is critical for effective targeting.

Once you have your ads set up, it’s easy to duplicate existing campaigns so that you don’t have to re-invent the wheel each time.

Sample Prospect Profile

(For a consultant who provides sales advisory services to financial advisors.)

My target industries include: Banking, Capital Markets, Financial Services

My geographical focus is: North America, with a more intense focus on Midwest USA

The LinkedIn groups my prospects are most engaged in include:

 Banking Careers

 Financial Services Marketing

 Financial Services Career Center

My ideal target is a company with the following employee level: Over 50

The top 10 position titles for my ideal client include:

1. Financial Representative

2. Financial Advisor

4. Marketing Manager

5. Wealth Manager

6. Investment Advisor

7. Financial Services Representative

8. Retirement Planner

9. Wealth Advisor

10. Certified Financial Planner

My best clients have the following volume: Total assets under management of at least $500 million within firm.

It’s really that straightforward. Armed with this prospect profile, your LinkedIn marketing efforts will be exponentially more effective!

My Prospect Profile

My target industries include:

My geographical focus is:

The LinkedIn groups my prospects are most engaged in include:

My ideal target is a company with the following employee level:

The top 10-15 position titles for my ideal client include:

My best clients have the following volume:

It’s really that straightforward. Armed with this prospect profile, your LinkedIn ad campaigns will be exponentially more effective!