We’re often asked by our clients how they can use LinkedIN as a marketing platform.
LinkedIn, like all social media, is not a sales or marketing platform and those that try to use it as such tend not to achieve the best results. It is, however, a useful vehicle, to network with your peers and be part of the discussions that are taking place within your target groups.
Successfull users of LinkedIN tend to be highly active in group discussions and add value through pro active involvement.
We have helped many ICT B2B organisation develop their network and helped them influence this network by providing valuable content to the groups they are associated with. Here’s our list things you can do to benefit from your individual LinkedIn Profile.
Marketing yourself and an individual not a company
According to ComScore we are 3 times more likely to buy from a peer than a company. So whilst company pages are important, they won’t be as effective as senior management profiles in connecting with key accounts or individual prospects. Think about it. When was the last time you responded to an email from a marketing department? But when we get a message from an MD/ CEO or thought leader we would probably sit up and listen.
This might be uncomfortable to go to market as an individual but it just makes sence to utilise the value of your internal resource when it comes to making the right connections and building your network before you start trying to influence them with any intellectually prowess.
Join the groups where your targets reside
We’re always amazed that high profile company directors join groups where their target audiences do not reside. Whats the point of being part of the Oracle developers club, when you’re targeting the Financial services sector?
LinkedIN allows its members to join up to 50 groups; choose them wisely as it’s best to be influencial in just 1 that carries the ear of your target audience than have the problem of managing several.
Make your profile engageing
Your LinkedIN profile is your shop window to the world. It’s the reason that someone will want to connect or not. Given them a reason to connect. Tell them your mission, why you do what you do. If they share your objective they’ll value you in their network.
Don’t make your profile a CV, marketing or sales message. Highlight where you’ve helped others,the challenges you’ve overcome, make your profile human so people can relate to you.
Get other to endorse you
A personal endorsement is a great tool in LinkedIN and should be used. We’d say try and get 3 from your peer group (maybe customers, previous employers etc)
Build your network
Don’t be afraid to ask for introductions from other in your profile. If you don’t share a group try upgrading and using the InMail tools to make an introduction. However you do it get out there and start talking to people you want to talk to. They are on LinkedIn to network so they won’t be surprised by introductions, and many prefer it as a form of introduction to traditional telemarketing.
Never use the default introduction when trying to connect
When making an introduction always personalise your message to the individual. If you share a group mention the group. If you share a company connection perhaps use this as a topic of discussion. Either way give then a reason to accept your invite.
Be proactive
If you do belong to a group, make sure you regularly check on discussions. We usually reccommend setting aside 30 mins a week to try and add value to the users group discussions in order that you enhase your profile and create awareness. Remember social networks are not a chance to sell something but they do give you the opportunity to build respect amoungst those you are trying to connect with if you can provide regular ideas, advice and content. Nurture your conects don’t annoy them.
Share Stuff
If you’ve seen something that interests you, chances are that it could interest your target audience. Take the time to share interesting content with your peers. This might be a link to your own blog content but if you keep doing this you may run the risk of loosing credibility. Try looking for articles from industry though leaders.
Comment and like stuff
Just like sharing if someone has shared something with you it makes sence to like it so it will appear in your activity profile. This will help cement your credibility as a thought leader on your subject and create that following you are after.