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Generating Leads Through LinkedIn
What I find interesting is how under-estimated LinkedIn is. While this gold mine sits quietly and grows and grows, the most popular Facebook, Twitter, YouTube all get the buzz and attention. My guess is that because it’s a professional networking site, it doesn’t have the universal sexiness of others, but a smart sales and marketing executive knows – or should know – the power of LinkedIn.
Generating more business is everyone’s job in a company regardless of your position. Everyone should not only be a brand ambassador but also a lead magnet. LinkedIn is primo for B2B market and even for B2C companies. When considering the ideas of vendors, strategic partners, investors, partners, partners, employees, consultants and prospects, START with LinkedIn.
Market research indicates that it is the first place HR looks when searching for or screening a candidate. Statistics reveal that the education and income levels of members is one of the highest characteristics of social media, except perhaps for practice-specific sites for lawyers, accountants and the like. Success isn’t the result of hard work and intelligence alone, it’s often seen as ‘it’s not what you know, it’s who you know’ and LinkedIn will help you get those valuable connections.
So what can LinkedIn do for you and how can you start generating leads?
Before I jump into some lead generation activity suggestions, please spend some time on your profile and settings. Make sure that your profile is complete, that you include keywords in your titles and descriptions, and above all, make sure that you value yourself clearly enough to get to know you!
1. Grow your network: LinkedIn has tools that connect directly to Outlook and the ability to search other email accounts to see who you already know on LinkedIn. If you don’t connect your email program, at least check monthly for new contacts in your database of who’s on LinkedIn.
Tip: Every time you go to an event, keep a small envelope with the date and name of the event. Put all the cards you collect in that envelope and when you get back to your office start contacting them using a personal message, for example ‘it was great meeting you yesterday at the EVENT, I’d love to stay in touch and see how we can serve each other.”
2. Update: There is a feature similar to Twitter and Facebook that allows you to post an update that will appear on your profile and in the network updates of your connections. Use wisely.
3. Introduction: Give them, ask them. The idea of 6 degrees of separation is evident on LinkedIn. If there is a connection in a particular company that you are looking for, by searching on LinkedIn you will discover that you already know who knows who you want to know. Descriptions turn a cold call into a warm call and a faster way to close the sale.
4. Be visible: LinkedIn provides updates from members you connect with. Some people change their updates to daily, some to weekly but the point is that there are updates sent to your inbox and you should find ways to get your name to appear in those updates. Read on for some suggestions on how to accomplish this.
5. Applications: thanking someone—a vendor, colleague, even client—for a job well done or simply acknowledging some special skill or ability that made a positive impact. Chances are they will pay. And don’t be shy to ask clients to write a recommendation, but be careful to only ask those who have actually worked with you and can speak to your professional light.
6. Group: Join groups that are relevant to your business and interests and that you can meaningfully participate in. Groups that your prospects attend are a good place to start. Just like in real life, hooking up with the right people is a solid step towards successful relationships.
7. Books: LinkedIn gives you the opportunity to introduce what you are reading or have read with a short description of the book. I could write volumes about why this is an essential tool but for now let me just say that sharing this information is a really good idea.
8. Events: The events feature on LinkedIn allows you to search what’s going on and in some cases, people will actually show that they are participating. You might just find that the person you’re trying to meet will be at an event in your area.
9. Slideshare: has expanded not only to the power point minutes but now also includes videos and other documents. This is a great way to show off some industry specific knowledge that no one knows you have.
10. Blog: LinkedIn can automatically pull your blog posts. If you want to grow your reader base, or just inform your contacts about the great content you provide through your blog, don’t forget to enable this feature.
11. Twitter: ugh. Yes, LinkedIn will allow you to post your tweets to your profile. I say ugh because I warn you that this can get annoying. I’m not a fan of this feature as I find it clutters the page as most tweets are bland at best and often out of context and provide no real value. Everyone is different and it may work for you but I will caution here.
12. Saved Search: if you want to follow a company you’re interested in, do a search on that company and save it so that any changes with people at that company are in your updates. Do they let more people go then work? Did anyone receive an incentive? Did they hire someone you know?
Takeaway: LinkedIn is a professional networking platform that is information rich and powerful and has the potential to break down barriers to entry. Many searches are done on LinkedIn and this is another opportunity to be seen by people who want to see you. Connect your way to success!
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