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LinkedIn Marketing in 4 steps

I met a guy yesterday who still thought that LinkedIN was a ‘recruiters hunting ground’ and a way for execs to seek out their next employer. I can understand where he’s coming from. Just looking at some of the profiles I’m connect too, I see what really amounts to CV’s on a page.  In my book this really amounts to being a lost opportunity, especially for anyone involved  business development or marketing.

As a professional networking platform LinkedIN gives everyone the opportunity to connect with their peers and prospects through common interest topics. But to be effective in targeting & influencing your target groups there’s a few things that can result in a better response rate from your LinkedIN activities.

Make your profile engaging

This is your bio, make it interesting, entertaining even, just give viewers an insight into your personality so they’re more compelled to follow you or connect on your request. The benchmark of most LinkedIN profiles is to talk about your achievements “Proven sales leader with over 20 years experience in the software industry” – lifted straight from a CV. How about something a little more engaging and approachable “ Hello, I help people get more from their software investment”. This conversation style approach may be uncomfortable but it does portray a more human, approachable profile – one that viewers can connect with.

Make it short, avoid management BS and keep to the point. The purpose of you being here is to connect with people with a similar mission. What’s the point of connecting with 2000 IT students seeking a job when you want to connect with ICT decision makers? Make it clear who you want to connect with any why they should connect with you.

Build your groups

You can join up to 50 discussion groups, use them wisely. Think about the topics that you can influence the most and that will attract your target audience. Youll get more connections and credibility from your growing network if you can offer insight around the discussions you’ve involved in. Once your membership has been accepted don’t go in and try to connect with other members, give the group some value. Provide content, insights, respond to discussion, share links. This way when you do try to connect you’ll be recognised by other members and your offer is more likely to be accepted based on the credibility you’ve provided the group.

Build your connections

I know this sounds obvious but there are so many profiles that get dusty through the lack of use. Connections remain small and opportunities get lost. A little tip – If you login make an effort to connect with at least 1 person. Do this every work day and by the end of the year you’ll have an additional 270 connections.

Don’t be frightened to ask for an introduction. If you’re targeting a particular individual or account an introduction from a friend can be so much stronger that a direct approach. Dont be shy – statistics show that the ‘ask for an intro’ approach is increasing in use, so it’s becoming a natural part of social network building to ask for referrals.

Provide valued content

Using social network sites should be seen as an investment. In the same way attending events or making cold calls. You are building your network and influencing them with the insights you provide.

But there really is no point in building out a network if you’re not going to nurture it with great content and insight. I know this take time away from other lead nurturing activities that may yield more immediate results but you are investing in a career long network for yourself and not just the organisation you’re currently working for. But just taking 30 minutes out every week to share something you’ve learnt with your network and groups you’ll be increasing your personal credibility, followers and influencing the buying behaviour of those you wish to be aligned to.