If you market business to business online, one of the most powerful ways to grow your company is through LinkedIn groups.
My guest this week gives us a great example of the right way to grow your business on LinkedIn using “education based marketing”.
Christie Summervill is a natural entrepreneur. She’s isn’t afraid to admit she’s been fired four times. That has nothing to do with performance; her personality just doesn’t fit in well in the corporate environment of being a “yes” person.
With a successful sales track record for many years in corporate human resources, Christie decided to launch her own human resources & technology company, BalancedComp back in 2010.
Christie joins me on this episode to share her startup story that began when she left the corporate world five years ago. BalancedComp is a web based consulting firm based out of Wichita, Kansas that serves only credit unions and banks; a very targeted market.
Their main focus is web based salary administration and performance management processes that attract, motivate and retain a talented workforce.
When Christie decided to start her own business back in 2010, she knew it had to be something she had experience in, so she decided to create her own HR consulting firm working out of a house she and her husband had on the market to sell.
With limited resources to start with, Christie had to find ways to bootstrap. One of the first big expenses was hiring a developer to build the software platform they use when working with financial institutions.
Acquiring clients was the next step, and without a huge marketing budget Christie had to find inexpensive ways to market online. She knew from her years in sales that speaking and writing articles is one of the best way to build your business. Companies like to do business with perceived experts.
So Christie created a LinkedIn group on “Compensation for Financial Institutions”. As that group began to grow, she started offering free webinar training to members who worked in financial institutions. These webinars covered topics like “How to Build Executive Incentive Plans” and “How to Pay Your CEO”.
Over time she has grown this LinkedIn group to over 1,600 members. Many of the group members end up becoming ongoing clients.
Christie points out that eduction marketing for her business is so important because it positions them as a mentor instead of just a company trying to sell their services.
Today, Christie’s company has grown to 8 full time employees. Revenues have doubled every year, and she now has 114 clients! She says much of her company’s success has come from a simple philosophy: Hire the best, pay them well and treat them like family.
In this interview Christie will share some important advice for any entrepreneur:
- How to build and grow a successful LinkedIn group within your industry.
- How she and her team use webinars, blogs and education based marketing to funnel leads into one-to-one training
- How Christie finds and hires the right kind of talented people so she can focus on the areas she’s best at.
- And much more!
Enjoy the interview and have a great week!