What’s your LinkedIn strategy?
Do you have a strategy for your use of LinkedIn?
LinkedIn is an essential marketing tool to help create a network that works for you and to get the right results you need a LinkedIn strategy.
Marketing should account for around 40% of your working time, this seems a lot I know but the more time you put into it the better your results will be.
There are many different ways of using LinkedIn to grow your business. Think of LinkedIn as a neural network with hundreds (or thousands) of connections being created which can retrieved as necessary.
I do lots of networking online and attend lots of business networking meetings and I one of the ways I use LinkedIn is to connect with people I meet so I don’t forget who they are (the photos really help). My updates and posts are on topics which are helpful to them. This demonstrates my expertise so they are aware of me and how I can help them and when the time is right they come to me.
I think of LinkedIn as being a “loose network” that means I can keep in touch with people (and find out what they are doing) and I can search for who I want.
I also use LinkedIn to attract speaking engagements and I clearly state that I am a speaker in my profile.
Before you start using LinkedIn you need to ask yourself a series of questions based around:
What do you want to achieve when you use LinkedIn?
- Who do you want to attract?
- What are your goals for LinkedIn?
- Are you building awareness of you/your company as a brand?
- Do you want to be found in the search results for particular skills and expertise?
- Do you want to actively use LinkedIn to demonstrate your skills and expertise?
- What do you want people to do when they look at your profile?
- What are you going to do once someone is connected with you?
Once you have worked out the above you also need to think about how you will implement this.
Some logistical things to consider
- How much time do you have available to use LinkedIn?
- When will you be posting or commenting?
- Do you need a LinkedIn company page? Remember it will need to updated regularly.
- Do you have access to tools such as Hootsuite which allow you to schedule updates to your personal profile or company page?
- Do you have the time to create ‘blog posts’ on LinkedIn to demonstrate expertise?
- Do you have a process for how you connect/follow up with people?
- How are you going to measure your results?
- Do you have an email newsletter setup to communicate with people once they are connected with you?
- Do you have something of value to give to a new connection for free? (e.g. an ebook, video, short course)
Once you know the answers to these questions then you can create a strategy and a plan that mean you attract the right people.
This is the first in a series of blog posts about using LinkedIn strategically. Future posts will help you to answer the questions above.
If you’d like assistance in creating a LinkedIn strategy that works for you please contact us.