So You’re LinkedIn—Now What?
I chose this post today from Judy DeLapa So You’re LinkedIn—Now What? I find this question asked of me often and I do believe that I asked it of myself in my beginning days of exploring LinkedIn. The one tip that works best for me was to join groups that are compatible with my business. By opening up a discussion with the group(s) I discovered it was a great way to get feedback, warm referrals, credibility & visibility and did I say I have recevied a fair amount of business.
Take it way Judy…
If you are part of the working world and you have e-mail, chances are you’ve been asked more than once to “link-in” with someone you know. If you’re like many of the 16+ million people who have signed up you’re not leveraging LinkedIn to your maximum advantage. If that’s the case with you, I bring good news: There are benefits to be reaped from this powerful marketing tool if you’re willing to devote some time to posting and maintaining your LinkedIn listing.
How much time? Maybe a couple of hours for the initial setup and an hour or so a week thereafter to learn your way around and see how LinkedIn might best serve you. LinkedIn is not a place where you show pictures of your pets and kids. Rather it’s a place to expand your professional network by posting a professional business photograph of yourself, a profile of your achievements and what you do. If you want to socialize with friends there are other social network sites that will serve you better.
What kind of benefits might I expect from LinkedIn?
• An ever growing network of business associates
• Referrals posted for others to reference 24/7 (you have to ask for these)
• Added exposure and awareness through your Profile/Summary that will help viewers determine whether you’re the best resource for their needs
• Increased traffic to your website if you list your URL in your profile
• Ability to link with people through alumni, professional and industry groups
• Added awareness of your company’s offerings and the people you serve via the profile you write and the recommendations your customers and clients write.
• Advertisements for your products or services with an enhanced membership. Terminology to help you make sense of LinkedIn:
• Think of LinkedIn as a place to find resources you’re seeking and a vehicle for potential customers and clients to find you
• LinkedIn is not a Customer Relationship Manager—nor is it a social networking site for your friends. It’s a networking and marketing tool for businesses and professionals.
• Primary contacts—the people you ask to link in with you and the people you link in with when asked
• Second- and third-degree contacts—those who are LinkedIn to all your primary contacts but not directly with you (You are able to contact 2nd and 3rd degree contacts when you sign up and pay for an enhanced membership.)
Tips for making the most of your LinkedIn connections:
• Block an hour of uninterrupted each week to check out LinkedIn connections and enhance connections with your primary contacts.
• Spend some serious time on your Profile—make it compelling and searchable by including key words and acronyms to include your professional and university affiliations.
• Add a professional photo of yourself in business attire.
• List your URL in your profile so people can instantly go there.
• Conclude your Profile summary with an action step. What is it you want viewers to do—call you? Go to your website? Send you an e-mail?
• Invite new people each week until you’re linked to at least 75 people. Then watch for things to start happening.
• Ask your primary contacts to post recommendations for you.
• Grow your network in keeping with the geography of your business, your profession and the industries you prefer to work in.
• Seek one or more groups to join on LinkedIn. Only a few are listed on the LinkedIn site. If you don’t see one listed you wish existed, enter some key words in Google. If there is such a group on LinkedIn—Google will most likely have it. (Example: Michigan State University + LinkedIn)
If there’s still more you’d like to know about LinkedIn, consult the book, I’m on LinkedIn—Now What?” by Jason Alba or look for the article, “22 Questions (and Answers!) About Leveraging LinkedIn to Enhance Your Marketing (and Your Marketing Career)” by Ann Handley (June 2008) at www.marketingprofs.com. © Judy DeLapa/High-Impact Coaching & Consulting Inc. 2008.
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