LinkedIn Archives - TAB Corporate

How to Leverage LinkedIn to Market Your Business

LinkedIn

Use LinkedIn to market your business

 

 

 

 

 

 

 

 

 

 

 

 

Virtually all business professionals use LinkedIn to connect with other business leaders, promote their endeavors, make new contacts, and otherwise share news about their respective industries. Increasingly, many CEOs and business owners are harnessing the power of LinkedIn to highlight and market their businesses to a broader audience.

Here are strategies related to LinkedIn that you can leverage for your overall business marketing strategies:

Start by making yourself more interesting.

Many prospective customers begin their purchasing journey by checking out your business online. This often includes a look at the CEO or business owner’s LinkedIn profile, even if that’s not directly related to their eventual transaction. That’s why giving a little extra attention to the impact of your LinkedIn profile can really pay off.

First of all, don’t be boring! Entrepreneur Lewis Howes suggests, “Add an interesting story in your summary, have a video recommendation pop up in the first few seconds, or at the least tell people who you are, who you help, and how you help them so there is some direction for people when they land on your profile.”

Be an active participant.

In any professional or social gathering, you probably find clever ways to promote your business in an appropriate manner. The same principle applies to LinkedIn, where you should be regularly posting news about your company—everything from product updates to how-to articles and brief videos of employee team-building events.

Also, seek to share industry news (blog posts, articles, images) from respected third-party sources, as long as the information can in some way benefit your followers. After just a short time, you’ll build a foundation of trust as a reliable source for accurate and helpful information, and people will regularly check in for more.

Boost the first impression of your company page.

Just as your own profile should be as compelling as possible, the look and feel of your company page should draw viewers in as well. Task some creative employees with putting together a page that combines graphics, imagery, video and absorbing text. The end-result should both reflect your company culture and promote an image of being at the forefront of your industry and a hub of excitement and innovation.

Be a content creator.

It’s great if you share news with your network, but offering original content is even better. First of all, no can match your specific knowledge of your business and industry, and prospective customers would likely benefit from your expertise. LinkedIn’s publishing platform invites articles and other contributions in all realms of business, including influencer and member posts that provide custom-tailored news and information throughout your professional network.

Explore LinkedIn’s community features.

This is a potentially significant way to build brand awareness and exchange views with like-minded people on LinkedIn. “You can create your own LinkedIn groups or join any number of groups that focus on your area of interest or expertise,” notes marketing expert Bob DeStefano. You can also grow your influence by “participating in discussions in various LinkedIn groups.”

The more you participate, the higher your profile—and, again by extension, more awareness of your business.

In our interconnected and ever-evolving business world, you never know where your next great sales lead might come from.

The allure of LinkedIn is that the credibility of your brand is strengthened with each network interaction and that there’s no telling just how far beyond your individual realm those interactions might lead. The amount of time and effort needed to stay current on LinkedIn will likely prove to be small when compared with the potential marketing benefits in the months and years to come.

 

 

Square One | Your LinkedIn Profile

Let’s just cut to the chase:  if you’re doing any B2B marketing or networking, you need to be on LinkedIn.  I’m amazed when I hear of professional consultants who just “don’t see the need to waste time on LinkedIn.”  If your pipeline is healthy and your calendar is full of profitable appointments, keep calm and carry on.

I think 200 million professionals might be carrying on with a bit more gusto.  If you would like to make that 200 million +1, prepare to get the nuts and bolts of starting at Square One by setting up your very own LinkedIn profile.  Shall we begin?

Join LinkedIn by:

  1. Go to www.linkedin.com.
  2. Enter your real First Name, Last Name, email address, and unique password, OR you can sign up with your Facebook account.
  3. Specify your country of residence, zip code, employment status, job title (if applicable), and company of employment.
  4. Wait for your t-shirt congratulating you as the 200,000,001st LinkedIn user.

(Okay, that last one is purely tongue-in-cheek.  But you are now part of a huge community of professionals, so yay!)

Once you’ve created the bare bones of your LinkedIn profile, you still have some housekeeping to perform.  Since LinkedIn is

primarily a place for professional networking, it’s also a place for authenticity.

It’s OK to list as much experience and background information as possible, because that is how you’re going to build your gigantic network from which to find connections.

Your Network consists of all LinkedIn users who share any portion of your background, industry, or demographic detail.

Your Connections are users with whom you intentionally connect after making a request, and vice versa.

So let’s dive right in – what will you need to complete in your LinkedIn Profile?

  • LinkedIn will ask if you want to connect with existing users – pick and choose.
  • LinkedIn will ask if you wish to invite people from your email contacts to connect on LinkedIn.  Use your judgment here; not everyone may be into social media as much as you are.
  • Complete your work experience, starting with current and going backwards.
    • You can add links or files to each position – create a portfolio for others to see!
  • Complete your educational history (again, building your network and potential connections).
  • Upload an image of yourself.  Do NOT use that mobile snapshot someone took of you at the Renaissance Festival; this is your professional profile, and your image should reflect that clearly.
  • Add your skills.  You can add up to 50 skills, and if LinkedIn doesn’t already have one in its coffers, you can create one and enter it.  Don’t overshoot here, as people will look at your skills to discover what you actually know.

Beyond that, it’s just about adjusting your settings (email notifications, adding your Twitter account, etc.) and you can start engaging!  I would absolutely recommend completing ALL of the above steps before beginning involvement in Groups or commenting/sharing updates… people will view your profile and (all together now):

You only get ONE chance to make a first impression.