Can LinkedIn really help me grow my business?

Posted by Murray Sye

on Mon, Jul 9, 2012 @ 01:14 AM

I’ll let the numbers speak for themselves. HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

LinkedIn life

Okay so you probably already know that LinkedIn is the premier social networking site devoted solely to professionals. There is no other social networking site in which you have a greater chance of being able to interact with an influential decision maker due to the business focused nature of the community. HubSpot says it best: “LinkedIn is a virtual tradeshow full of 24/7 networking.”

LinkedIn leverage

Knowing that the professionals you want to connect with are already using LinkedIn, here are 7 quick-and-easy tips to help ramp up your LinkedIn B2B marketing presence:

Tip #1: Invest time and effort to grow a specific channel
Source out the network that best suits your business and invest some time there. The Inbound Marketers Group for Marketing Professionals, started by HubSpot cofounder Dharmesh Shah, is one of the most popular LinkedIn Groups with membership of almost 75,000. You can imagine the benefits of having a community of its target demographic that they can engage with in a variety of ways. You can do the same by starting a group of your own.

Tip#2: Update and keep updating recently spoke with the man who wrote the book on LinkedIn, David Gowel. One of the takeaways from that interview was that Gowel believes “Status Updates” are an underused feature that can get you in the spotlight and keep you in the forefront of people's minds. "Using status updates is a much more personal way to keep from being forgotten and can potentially differentiate you from the crowd," he writes. Plus, he adds, if your status updates are fresh, the people in your network are more likely to believe the content on your profile is fresh.

Tip #3: Be careful who you accept
It's better not to just accept any random request you receive from someone you barely know, or someone you don't know at all. By accepting someone into your network that you don’t know, will also give that person access to your email addresses. 

Tip #4: Keep posting targeted content that’s working
Monitor what posts, webinars, slide shares or something else – and if it’s resonating then keep offering it. How can you tell what content is working? Monitor comments, likes, shares, and clicks.

Tip #5: Sprinkle CTA’s
Use every opportunity to sprinkle more lead generation opportunities throughout your social media updates? It's quite a balancing act, but a solid mix of calls-to-action (CTAs) and other content is healthy.

Tip #6: LinkedIn offers an amazing search tool
The value of a LinkedIn search is becoming more valuable for business owners constantly looking for specific, personal connections. By using "relationship searches," "CEO searches," or "industry searches," savvy entrepreneurs can leverage current and potential connections to expand business and create deals.

Tip #7: Keep learning
Don’t get comfortable should you start finding success. Remember, there are always opportunities to improve. Keep testing, analyzing your data, and increasing results!  

Some LinkedIn lessons to avoid
While I have you here, I also want to share a few no-no’s that could work against you when building your networking or looking for a job.

#1 Avoid this: If you’ve been slow to update your LinkedIn professional profile in a timely manner then let that be lesson number one. Spend some time building and maintaining your online brand, tweaking your current work positions, accepting invitations and reaching out.

#2 Avoid this: While LinkedIn does often pre-populate message fields, you will get a whole lot further with your networking efforts if you take some time to personalize your correspondence.

#3 Avoid this: Stop pushing your Twitter and Facebook updates to your LinkedIn status. It's a better idea to tailor an individual post to a specific social network especially LinkedIn.

#4 Avoid this: Do not request an endorsement from someone you don’t know. It only comes across as a naïve and an amateur move.
online marketing assessment

Flickr Photo credit: Smi23e

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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