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LinkedIn Marketing quick guide
In our interview with Networking Coach Jan Vermeiren we asked which steps should businesses use to review how they use LinkedIn? Here’s what Jan recommended.
Step 1. Profile
It starts with having an attractive Profile. Focus on building the “Know, Like, Trust factor”, not on selling your products or services. People need to know, like and trust you before they will buy. Use the applications in personal profiles I mentioned above to help generate awareness of what the company can offer. The simple step of encouraging employees to feature their LinkedIn in their email signatures can help too.
Step 2. Build your network
Then you need to build your network. LinkedIn offers 4 ways to do that fast through Contacts/Add Connections.
It’s also really important to involve as many employees as possible in building their personal networks to help them promote the company also.
Step 3. Use Groups
Become member of the Groups your target group is member of. Again, refrain from selling and only promoting yourself. Build the “Know, Like, Trust” factor by participating and contributing.
Step 4. Be proactive
If you have done the previous steps, you have your foundation ready to get real results. They come from starting from your goals, thinking who are the people in the best position to help you reach those goals and then use LinkedIn PROACTIVELY to find them. Unfortunately many people don’t give enough attention to who is their target group and don’t take action themselves. And then LinkedIn remains like a car that is parked right in front of your house, but is never driven: nice to look at, but not very useful to get anything done.
These are some of the tools available from LinkedIn for keeping up-to-date out new features:
- LinkedIn Labs
- LinkedIn Blog
- LinkedIn Investor relations (SEC filings on business strategy)
- InMaps – visualise your social network
- Timeline – see how your profile has developed through time
- Skills – Find the popularity of skills and the top influencers within each skills areas
- LinkedIn Marketing – Review different advertising tools
- LinkedIn Today Marketing – A useful summary of top marketing advice based on popularity within LinkedIn.