How To Use Linked In For Business (And Lead Generation)
Posted by Jody Raines
When it comes internet strategy and social media marketing, one of
the most powerful tools in the tool kit for businesses is Linked in. Linked in is especially great for B 2 B marketing. Bottom line, I can tell you how valuable it is, but you actually have to invest the time to use it to see what I mean.
I have friends and contacts from many places, including companies where I've worked, groups that I network with, friends and acquaintances, relatives and social groups. Some of these connections were from long ago on a planet far far away, but Linkedin helps me stay in touch!
One of the coolest things about Linked in is that it is a "living breathing" directory. Even when someone changes companies, or positions, I find out as soon as they change their profile! In the old days I used to lose track of folks, now they keep me in touch so I don't have to.
Last week, I taught a program for Rutgers University, Family Business Institute, that focused on how to effectively use social media for business. The enthusiasm from the attendees as we discussed Linked in and how to use it was so rewarding. That prompted this blog post, since I figure the info is great to have, and once you start using it, you'll be asking for more... (And believe me, I do have more...)
For starters, I'm sharing some of the most effective "power tips" for Linkedin to get you started... Stay tuned for part II!
5 tips for using Linkedin for your business and lead generation:
1. Announce what you are up to:
Linked in has a great little place where you can post your latest accomplishments or links to your latest blog post. This is a wonderful way to get exposure if you are hosting an event, or speaking. Keep in mind that this message must be brief.
I did link this with my Twitter account, but I'd caution that I use Twitter and Linkedin VERY differently! It's not OK to post every tweet on Linkedin... in fact, that would be quite unprofessional. So use caution when linking different social media platforms together to observe the appropriate protocol.
2. Optimize your profile:
One of the simplest things you can do with the greatest return is to optimize your Linkedin profile. If you work with websites, you'll recognize the value of a keyword and of anchor text. So, take a hard look at your verbiage in your profile, and rewrite it using one or two powerful keywords that you want to be found for! Linkedin shows up in GOOGLE, so this is a powerful, yet simple change to make.
3. Make your anchor text count:
Another simple thing you can do is to change your company and blog from "My Company" and "My Blog" to something that can work as anchor text for your website. To do this, go into your profile and edit the settings. Where you currently have a link for your website, chose "other" then use anchor text to link to your site. Take a look at my profile on Linkedin (and connect with me!) to see what I mean.
4. Join Groups:
Groups are a terrific way to connect with people you don't have a connection to. What do I mean? Well, if you don't know someone yet you want to connect with them, you will be challenged for their email address. If you both belong to a group, you can identify that group and you don't need to have the email address! Also, it sounds more like a warm intro if you both share a group, doesn't it?
5. Ask for intros:
If you are connected by one or even two degrees, you can ask your connection for an introduction. Be sure to write a great letter to the person you targeted - which focuses on why they want to meet you and the value you offer. To simply create a sale-sy note will wind up shooting you in the foot - the person you asked to make the introduction will likely not forward the request, and if they blindly did forward it, they stand the chance of losing their credibility with the recipient of the request.
Drop me a note or post a comment here if you have other tips that you've found helpful and would like to share.
Sharing is a good thing!
WebMarCom is an Internet strategy and Web Marketing Communications Agency based in South Jersey and Philadelphia.