So, you're new to Linkedin and you're probably wondering what you're doing there, and why? What's the point? Well, my question-bearing friend, what if I told you you're missing out on one of the BEST social business networks the web has to offer?
It's no secret, everyone in the industry (any industry) is aware of the Great Social Media Race, and how prospective and current small business owners are using the medium to effectively, both cost and quantitatively, usher in new business. The problem with spending so much time worrying about your Facebook and Twitter profiles is that it may be energy wasted in the wrong direction. After all, Facebook doesn't cater to the business community as well as it caters to the casual community, so while you may have 200 likes, are those likes face value or are they bringing in business? Probably the former.
Enter Linkedin, a social networking site that includes a multitude of features that focus attention on connections with other like-minded business professionals, not just friends and family matters. Vis-a-vis, everything you post, or share, or discuss is much more likely to be seen or read by people you want to be in contact with.
It's imporant to understand the uses of Linkedin, as it's one of the highest authority rankings on Google. Chances are, if you already have a Linkedin account and were to search your name, you'd see your profile show up on one of the first results pages. In terms of lead generation, ranking and optimization is very important so let's use that as a jumping off point.
1. Update it!
I know, it sounds counterintuitive, yet, like the IT guy who asks you to make sure your computer is actually turned on, it's something that needs to be said. Your Linkedin profile needs to be updated, consistently.
- Don't have a photo? Then, don't bother. If nobody's home, why should anyone ring the doorbell?
- Make your internet presence consistent. Your company or brand name should be included in your Linkedin URL. If not possible, make it as close as it can be so that there's no confusion.
- Link to your blog! You want to be constantly directing traffic to and from your Linkedin profile, and a great way to start is by directing them to your other pages, from blog to website. If your fishing for leads on Linkedin, you need to be accesible.
- Keep your profile active, too! No one wants to visit a profile that hasn't posted or seen an update since 2010.
- Link to Linkedin! People love seeing the faces/background behind the names they keep hearing about or seeing throughout their internet field. Add a link to your email signatures or company bio... anywhere, really, that will get some more traffic flowing throughout your profile.
2. Optimize It
One way you can improve your website lead generation is by structuring your Linkedin profile for better search engine optimization (SEO). As I've said, Linkedin holds a high ranking through Google searches, so it's a best practice to make sure your business' profile is making it even easier for Google to track it.
One way to do this is by inserting long-tail keywords (keyword phrases made up of three to four words that help refine a specific search) to help make your optimization more specific. Many users opt out of listing their company website, or blog under the appropriate field and instead list longtail keywords that relate to their job or function. It helps them generate views, and more importantly, it helps narrow the views to potential clients.
3. Group It!
Linkedin has a great feature that allows users to start or join groups. The problem with "groups" is that people who join them do it in an attempt to bring attention tothemselves or their companies, which is great, but no one gains anything by seeing your name on a list of hundreds or thousands of other names.
The trick is to constantly participate in group discussions or events so that others see you as a participator or knowledgable on a particular topic. It's a fantastic way to bring in a stronger quantity of connections than using the old door-to-door route.
Also, Group Statistics is an awesome feature that's accessable even if you aren't the leader of the group. The page gives you helpful data that can be used from activity level of group members to a brokendown list of professions, seniority, function, location, etc. This can be vital in discovering the kinds of people or activities you should be pursuing.
4. Question It! Answer It!
The forum section on Linkedin is one of my favorite spots within the entire community. It's a great place to ask and answer questions that your professional peers can respond to or interact with. That's the important thing; it's your peers that are interacting, not some random internet factoid spouting about this, that, and the other.
It's also a GREAT way to add some credibility to your profile. The more active you are, the more attention you'll receive and as you continue to contribute to the community, you'll find that the community reciprocates that attention back to you.
Your answers can also be rated so that your material gets a ranking within the system, itself. That means the more you engage, the more viewers you'll get, and if the topic you're discussing is the profession you're involved in, you'll find the connections you'll make will benefit you in the long term.
They also have a Top Experts section for some of their most active participators, which you can filter by specific field, topic, etc. It should be your goal to mold yourself into one of those Top Experts, as you'll find people like to work with those who they find trustworthy and credible; everyone loves getting answers from people who actually know what they're talking about, so make that YOU!
5. Advertise It!
Sometimes, unfortunately, the best practice is to shell out the dough if you want bake that bread. Linkedin has a bunch of features in their ad service that can really effectively produce leads for your business.
If the previous tips haven't helped you increase your website's lead generation or availability, it may be time to lean towards ad space. Regardless, the tips and tools I mentioned previously may still support you in you advertising endeaver. You can still target various groupings from age, seniority, gender, group, job title, geography, etc. through Linkedin which helps to narrow that consumer gap. While searching for the best placement for your ad, the information provided from Group Statistics and Linkedin's other analytical features are vital.
You can also invest in display ads that appear on the sidebar of everyone's Linkedin pages. It's prime real estate for anyone looking to increase their visibility. To help generate new leads, one of the best practices to use in your advertisements are referrals and recommendations, either through Linkedin or other sources. If everyone's first interaction with your brand involves the lauding from previous clients, those prospects will be much more interested in seeing what you have to offer. Placing those recommendations consistently through your employee's pages can also help to add that same consistency to your business, as a whole.
Good luck on your adventure! Need extra help generating leads? Click HERE to sign up for our free eBook!