Often people say to me that LinkedIn has not worked well for them in the past. They post content, they add the right people, they might even direct message new connections - but nothing.
Zip, zero in terms of new business or revenue won.
Here is a list of THREE main secrets I have learned over the past few years both using LinkedIn for client generation and teaching others to use LinkedIn.
#1. LinkedIn is not about you it’s about other people
#2 LinkedIn is a database as well as a social media platform
#3 LinkedIn is a professional networking platform like events, conferences or meet ups used to be
Let’s go through them one by one.
First, LinkedIn is not about you, it’s about other people.
A classic mistake I see all the time is people use LinkedIn like a job hunting platform [that maybe it once was] where they hang their CV and hope people take notice of them.
They list every award, certification, notable achievement and press mention there and even write their about section in the third person as though it’s a formal biography.
The problem is that this focus is all about you.
Your achievements, your credentials, your stellar career.
This is lovely if you want to be admired, but not helpful if you want to sell a service because people ultimately invest in solutions and results.
Your Harvard pedigree is nice and your TEDX speakership is amazing but if you are not able to solve a pressing problem or create impressive results for a business, it’s just window dressing.
It’s far more effective to make your LinkedIn presence about other people and by this I mean, you make it abundantly clear the results you create and the problems you solve.
Turn your head line from a role description into a POWER PROMISE.
For example, instead of writing, ‘My NAME: Principal Consultant and Founder of My Company’ write ‘My NAME: I help small to medium businesses add $20k of revenue per month through organic Instagram strategies.’
Turn your About Section into a sales letter and by this I mean list:
Your power promise - see above
WHO you help
Results you have created in very short bullet points
How you help them - in steps if possible
How people can get in touch or find out more.
Of course optimise your featured content, your professional experience, your skills endorsements and recommendations to further back up this information.
In short, turn your LinkedIn profile away from being your CV and into being about the results you create for your ideal client.
Second, LinkedIn is a powerful CRM, lead finder and social media platform in one.
This is the second biggest challenge I see people face when using LinkedIn.
They share heaps of quality content like they would on Facebook, Twitter, their blog or via their email marketing channels and get frustrated when it's met by crickets.
While inbound leads from LinkedIn are entirely possible and in fact common, waiting for people to message you or call you because of content you have shared is missing out on the huge potential of LinkedIn as a database.
LinkedIn holds masses of data that can be useful for client generation.
You can find email addresses, phone numbers and other links relevant to your ideal client.
You can also find out important company news and events such as mergers or funding received, whether a company is hiring or releasing staff, and you can track down key decision makers and their relationships to each other and to you.
A little known feature of LinkedIn is that you can upload data to LinkedIn from your phone, your email account or from your own CRM via a CSV and then use this data to further extend your network by connecting to a new second degree network by finding similar audiences to your current contacts.
By not using the database features of LinkedIn and simply posting content like any other social platform many people are missing out on the huge unique potential of LinkedIn.
Third, LinkedIn is a professional networking platform [like events, conferences or meet ups used to be]
Since COVID19 has stopped many conferences and events, consultants and business owners who are used to generating business by networking have been largely stumped.
I’ve been invited to online BNI events and regional business breakfasts/ lunches/ round tables etc. via zoom and often have to remind people - LinkedIn is available to you 24/7 you do realise that right?
As like attending any industry event or conference you would get a list of attendees, their role in a company, their contact details and you can use the breakout sessions and meal times to approach people, strike up a conversation, trade business cards and essentially begin what can be very fruitful relationships.
LinkedIn is a 24/ 7 networking event.
Except LinkedIn gives you a vast array of ways to interact with people you would like to in addition to a direct message.
You can read their content, like or comment on it. You can follow them, endorse them, recommend them as well as add them as a connection.
Just like any networking event, walking up to people and asking if they want to buy your stuff is not good manners nor good business development strategy.
But nor is standing in the corner with a bright sign hoping people will come to you.
Networking requires proactive engagement and constructive relationship development, asking questions, offering resources, making relevant introductions, and yes, also making relevant offers of help to painful problems.
LinkedIn is such a great tool for business development. Take it from me as someone who has consistently made thousands of pounds each month from LinkedIn.
To your success
Jen
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