LinkedIn is a powerful social networking site, with a specialized reputation. More than searching for your high school girl/boyfriends, LinkedIn is for professionals. The site is particularly important if your marketing efforts are B2B or if you’re looking for a higher income clientele.
On LinkedIn connections are made, leads are generated, and deals happen every day. Here’s why you should be spending more time on LinkedIn.
Facebook is Overpopulated
I knew Facebook had changed the day my mom was on it (sorry, mom). But
everyone is on there. And what marketers need to be doing is
identifying influencers. Sure, Facebook has groups and you can choose who sees what, but sorting contacts is easier on LinkedIn. You also enter how you know each contact.
LinkedIn’s Reputation
The recommendations offered on LinkedIn are real recommendations by people who know and have worked with the person they are recommending. The resume is much more detailed on LinkedIn than Facebook and you’re a lot less likely to see pictures of over-served individuals. LI is a great community/networking tool.
Groups
Being a member of a group that relates to your industry and/or where your best prospective clients hangout is a great place to position yourself as a subject matter expert.
If you choose to create your own group, be sure to add keywords in the description so the group will be found in search. The group title should have keywords, too. Add your company website to the group. Add your blog RSS to the group (and your profile). Regularly contribute comments of value. Introduce people to others in the group.
Questions
Are you setting aside time to work on your business each week? If you aren’t, you should be. Marketing is any effort that leads to a sale, without marketing your business will fail. Start scheduling an hour a week to answer LinkedIn questions. This will position you as a subject matter expert. You’ll need to set up the Answers Application found on the bottom right of your homepage. Monitor the categories that you know well.
Best answer questions by first finding out who is asking (to tailor your response). Give your answer with references; recommend someone you know. Always leave an option for continuing the conversation.
Events
LinkedIn is a great avenue to promote your events. I like to remind my customers that the best way to find more people just like their best customers is by reaching their connections. When you host an event with LinkedIn, every time someone RSVPs their connections see the response. Invite your best customers and your connections that are well-connected.
Advanced Search
The advanced search tool is exactly what it sounds like. You can search for leads by location, industry, keywords, company, and title. Then send them a personal message. Get to know their profile first. Look for similarities and mutual connections. Some may be hesitant to respond without said connections. (On a similar note, regularly check the “People You May Know.”) The message should be personal, but professional. Mention mutual connections, groups/companies in common. Be brief and quickly express what you’d like to give and receive: “I’d like to learn more about your experiences with social media marketing as a public speaker.” Or try the Get Introduced option to show the steps that brought you to their profile.
Other Benefits
If you’re the type of individual who doesn’t mind checking your email, but would rather not hop out to a social network several times a day, consider LinkedIn. Both LinkedIn and Facebook will send you an email to let you know you have a new message. LinkedIn gives you the whole message and the option to reply or forward the message.
Just like any social media, the more you put in, the more you’ll get out. Regularly polish your resume/profile. Post meaningful updates. And you'll be growing your business with LinkedIn.
