Using the business-oriented social networking site LinkedIn effectively can help strengthen your business relationships and marketing strategy.
LinkedIn is more than just a place to list your resumé, says Rosemary Smyth, business coach and owner of Victoria-based Rosemary Smyth and Associates, which specializes in coaching financial advisors. Taking advantage of all the site’s features can help you build trust with clients and prospects.
Also, if you have a consistent message, LinkedIn can help build on other marketing initiatives such as a newsletter, a blog or a website, says Smyth. It’s just one more way to get your name out there.
Make the most of LinkedIn with these tips:
> Be prepared
Before publishing a LinkedIn profile, make sure your entire marketing strategy is in place.
Once you start connecting with people on LinkedIn, they’ll start looking to see if you have a website, says Sandra Bekhor, president of Bekhor Management in Toronto.
Having all components of your marketing plan up and running will help keep your marketing initiatives consistent, professional and more effective.
> Promote your other marketing initiatives
Create links from your LinkedIn profile to other aspects of your marketing plan.
If you have a website or a blog, set up links to direct prospects and clients to those sites, Smyth says. Also, if you have a Twitter account, you can set it up to post updates on your LinkedIn profile.
When linking to your various sites, make sure your message and branding are consistent, Smyth says, to ensure you will have the biggest impact on prospects.
> Create a reading list
Give your profile a little character with a reading list.
If you routinely recommend books to clients looking for more information about finances or investments, Smyth says, post a list of books on your LinkedIn site.
> Ask for recommendations
Use a LinkedIn feature called “Recommendations” to give your online reputation a boost.
Recommendations are like testimonials, say Bekhor, and are a good fit for advisors. You can ask clients or colleagues to recommend you on LinkedIn.
Just be careful when asking clients to recommend you, Smyth warns. All recommendations on LinkedIn are public, meaning people can see the person’s full name. So, make sure clients understand and are agreeable.
> Don’t be over zealous
Using LinkedIn too aggressively can quickly derail your marketing plans.
Don’t send invitations to connect to complete strangers, Bekhor says. People will immediately detect efforts to use them or to sell to them.
“[The message] won’t just be ignored,” says Bekhor. “It will leave a bad taste in their mouth.”
Instead, build relationships on LinkedIn the way you always do — with warm introductions and by talking to prospects about your story and theirs.
IE