LinkedIn is the new business card. Why LinkedIn?

Transcription

1 BROUGHTTO YOU BY

2 It has long been true that everyone s in sales. Now there s a new reality: Everyone s in marketing, too. In the past, marketing departments controlled their company s access to media. Social networking has changed all that. Everyone from the CEO to the night watchman can use social networks to represent the company, its brand, and its offerings. The new reality can be both exciting and daunting for B2B professionals in customer-facing roles. Sales reps, account managers, consultants, other and services professionals must establish their credentials, build relevant networks, and show themselves to be trusted advisors. Social networks make this process faster, more scalable, and more effective than ever before. Why LinkedIn? LinkedIn is the new business card. LinkedIn has over 250 million members representing more than 200 countries and 19 languages. The network grows at a rate of 172,800 new registrations a day, or approximately 2 new users every second. To see the power of LinkedIn, just Google a business associate and their company. Most likely, the first result will be the person s LinkedIn profile. 2 LinkedIn is the new business card.

3 The 5 Steps to Success What does it take to be effective on LinkedIn? Having an account isn t enough. You need to know how to use LinkedIn proactively to cultivate business. When used effectively, LinkedIn allows you to present yourself, make valuable connections, and engage your network in ways that generate serious business. 1. Establish your Credentials with a Winning Profile A LinkedIn profile is a first impression, a multifaceted business card that demonstrates your skills and professionalism. It is important to highlight your individual achievements and expertise. It s equally important to recognize that you and your colleagues are the greatest asset and the collective face of your brand. Follow this checklist to create your best LinkedIn profile: ü Include a professional profile picture ü Create a keyword-loaded headline relevant to your experience ü Write a summary of at least 75 words that provides a snapshot of your expertise (your personal elevator pitch) The key to social networking isn t about volume it is really about engagement and the quality of the interaction. Paul Hatch Former Vice Chairman, Morgan Stanley 3

4 ü Include previous employment, including descriptions of your duties and accomplishments ü Add skills to your profile ü Customize your public URL ü Provide a link to your business website ü Include imagery and multimedia ü Ask for recommendations 2. Build a Network of Relevant Connections A lot of people think that a bigger network is a better network. That s not always true. As Paul Hatch, Vice Chairman of Morgan Stanley Smith Barney, observed, The key to social networking isn t about volume it is really about engagement and the quality of the interaction. A valuable network is full of connections who know you, have worked with you, and trust you. Connecting with current customers, clients, and partners is a must, and connecting with prospects opens up new business opportunities. Here are examples of the kinds of connections you should consider adding to your network: Customers and clients Suppliers and service providers Channel partners Current and past colleagues 4

5 Social acquaintances who are also professionals. Think twice before connecting with people like: Complete strangers who ask you to connect People you traded business cards with but don t really know People who look interesting, but don t know you. LinkedIn works best when it s a reflection of your offline relationships, not a tool to prospect for new ones. 3. Engage Your Networks with Valuable Content Nobody has enough content. Social channels are like puppies. If you do not feed them, they die. Maggie Fox, Senior VP of Digital Marketing, SAP Once you have a network of relevant connections you must engage them. Nobody has enough content, says Maggie Fox, Senior Vice-President of Digital Marketing at SAP. Social channels are like puppies. If you do not feed them, they die. In order to engage your audience, you need to provide content that adds value. If your company hosts webinars, events, has a new white paper, share this content on LinkedIn. Don t just talk about yourself. Fifty to seventy percent of what you share should be third-party content blog posts, white papers, websites, news stories, research reports that you find interesting and 5

6 useful, even though it s not about you or your company. Nurturing your network is a long-term strategy. It s about educating and listening, not about the quick path to conversion. The more you engage with your network, the more likely your connections will be to think of you and your company when it s time to do business. Timing matters. According to research from HubSpot, The best time to share content through LinkedIn is typically between 7 a.m. - 9 a.m. and 5 p.m. - 6 p.m. Peak traffic occurs on Tuesdays, Wednesdays, and Thursdays. Avoid posting between 10 p.m. and 6 a.m., especially on Mondays and Fridays. Experiment with a range of times to determine what works best for your audience, and adjust for local time zones. Pay attention to your network s reaction to your activity. Who likes things you ve posted? Who comments favorably on them? Who views your profile following your posts? Those actions point to someone who is paying attention to you and may be interested in buying from you or helping others buy from you. 4. Join Groups and Join the Conversation With nearly 2 million groups on LinkedIn, there are bound to be a number that fit your professional and 6

7 personal interests. LinkedIn allows you to join up to 50 groups, as well as additional subgroups. Listen to the Market: Within a group, you have the ability to listen to other group members unique industry insights and learn from their knowledge. Showcase Your Own Expertise: You can become a thought leader by introducing discussion topics, creating polls, and sharing interesting and relevant content that speaks directly to that group. Promote Your Company: You can be a brand ambassador for your company by finding relevant ways to share insights and solutions offered by your organization. Especially within groups, remember to follow a strategy of meaningful engagement rather than hard selling. The most vibrant LinkedIn groups can be protective of their community culture. Engage groups with valuable conversation, questions, and perspective, not with direct solicitation. 5. Know Your Prospects When interacting with prospects or customers, context is everything. Most lead sources provide only the most basic contact and demographic information. LinkedIn tells you exactly who you re dealing with what they do, where they ve been, even their alma 7

8 mater. Best of all, you can see who you know in common. Research that context before you pick up the phone (and expect that others will do the same with you). Before you contact a customer or prospect, use LinkedIn to prepare. You should always know that person s role, work experience, educational background, and professional endorsements. Also, review content that they have liked and shared, to see what s top-of-mind for them. If you re in a Sales role, consider investing in a subscription to LinkedIn Sales Navigator, which can help you build lead lists and target decision-makers using the full power of LinkedIn s database. About PeopleLinx PeopleLinx turns employees into social marketers. Founded in 2009 by former LinkedIn employees, PeopleLinx gamifies best practices for LinkedIn and other social business Conclusion Now that business is social, everyone s in marketing. LinkedIn has emerged as the clear leader in social networking for business, opening up a tremendous opportunity to enhance your marketability, build out your network, and engage your connections to drive inbound business. networks. Our cloudbased solution helps employees optimize their profiles, build relevant networks, and engage their connections with targeted content. Customers include Fortune 500 leaders in banking, insurance, legal, high-tech, and professional services industries. 8 For more information or to schedule a demo, please call or visit