Category Archives for "Marketing on LinkedIn"

Dec 03

Who Should I Invite to Connect on LinkedIn?

By LinkedIn Ninja | Branding with LinkedIn , Latest Articles , LinkedIn , Marketing on LinkedIn

InMapsAfter you’ve finished building out your LinkedIn profile, then next step is to grow your 1st degree Connections. Ideally, you do not want to build your network until you’ve fully built out your profile. Inviting someone to connect is the one time that you can almost guarantee they will read through your entire profile, so you want to have everything in place so you don’t lose that messaging opportunity.

The real money level of your network is the 2nd degree; not the 1st  – because that’s the direct referral relationship. You’re going to vet all new people you meet as client material anyway, but the gold is in the people they are connected to who you don’t know yet. However, you’re not going to find good prospects in the 2nd degree if you don’t have a sizable and continuously growing 1st degree network.

It’s important to be smart about who you invite to connect. LinkedIn’s philosophy is that you should only invite people to connect who you know. The definition of “know” can vary. For me, if it’s someone I’ve engaged with outside of LinkedIn or inside LinkedIn, then that means that I “know” them. For others, “know” means that you’ve actually met them and had at least one in depth conversation. I’ve even met some people with very elaborate criteria. So, what should you do?

Ultimately, you have to decide for yourself what your “networking philosophy” is going to be and it should line up with what you’re trying to accomplish by using LinkedIn. If you only connect with people you believe to be prospects already, then you’re limiting your prospect pool to your 1st degree and not focusing on the 2nd degree which I called the money level above. If you connect with anyone and everyone, then you don’t have a true relationship with most of your 1st degree meaning that they aren’t going to introduce you to their connections (your 2nd degree) or that introduction is not going to be very convincing and you’ll have a lower success rate.

I recommend inviting people to connect who you’ve met or engaged with online AND who would be willing and open to introducing you to their connections. The #1 criteria is, “Are they willing to help you?” This means that you need to temper any assumptions on how helpful they may be. You never know who someone is connected to and how strong their relationship is. So, if you meet someone who is less than your ideal target market – say a coffee shop barista – don’t assume that they can’t and won’t help you. People who buy $6 lattes on a daily basis have some money! If the barista will introduce you, then she’s a valuable connection.

Whenever you invite someone to connect, you should ALWAYS customize the message inviting them to connect. It doesn’t have to be very elaborate and LinkedIn only gives you 300 characters, so you can’t be very verbose anyway. Simply remind them of where you met or how you’re connected outside of LinkedIn. If it’s someone who may not recall you, I would also add a sentence about your intention or motivation behind wanting to connect – and it shouldn’t be because you want them as a client! Build a relationship first.

YES, you should connect to your clients. It will make asking for referrals much easier because you can tell them who you’d like to be referred to.

NEVER drop a connection’s name as a reason to connect without that person’s permission. Ideally, you want that person to introduce you via LinkedIn first before you invite a mutual connection to connect anyway.

ALWAYS invite the new people you’ve met or encountered to connect on a weekly basis. Block it into your calendar or add it into one of your processes – such as adding someone to your CRM. This will ensure that you continually have new prospects just an introduction away.

May 09

How To Share Documents on LinkedIn

By LinkedIn Ninja | Latest Articles , LinkedIn , LinkedIn Profile , Marketing on LinkedIn

Update to this article 4/2016

Many people find this article via search and the method to share documents described in the original article is no longer valid on LinkedIn.  LinkedIn has since made it much easier to share documents.

Share Document via Status Update:Share a Photo or Document

LinkedIn recently had a paperclip that made it clear that you could share a document – such as a pdf, Word document, etc. – in a status update by directly uploading it. They have since removed that paperclip icon and only have the upload a photo icon. You CAN upload documents with the Upload a Photo function – you are not limited to only image files. Feel free to use that function for flyers and documents that are not stand alone photos.

Sharing Documents on the Profile:

LinkedIn has now embedded the ability to display work samples, marketing collateral and other documents, images, audio and video files directly in your LinkedIn profile. Add Media Icon This type of content can be added at the bottom of your Summary, below each Experience entry and each Education entry. Simply look for this icon when you are editing your profile.

 

Videos and audio/podcast files cannot be directly uploaded to LinkedIn, but you can share the link to the video or audio hosted somewhere else – such as YouTube, Vimeo, Broadcast News, iTunes, etc. Add Media - Get YouTube URL You need to use the actual link to the video – not the link to the web page is it embedded in. Look for the share icon in the media and get the shareable url. That is what you will need to paste into LinkedIn to embed the content in your profile.

Leveraging SlideShare for Sharing Content in Status Updates and on your Profile:

LinkedIn now owns SlideShare. Utilizing SlideShare to insert content into your profile or share in a status update is the method that will give you the biggest bang for your buck – though it takes a few more steps. SlideShare is a separate social network that was originally built for sharing PowerPoint Presentations. People search it for educational and informational content. It currently supports PowerPoints, Word Docs, Open Office Docs and Presentations, and pdfs. You can embed a YouTube video into a PowerPoint, but you cannot upload video directly. When you upload a file to SlideShare, it provides a simple interface to add to your LinkedIn profile. Each upload also has a unique url to share via status update.

The biggest benefit of SlideShare is that it provides analytics. If you want to know how many people are looking at your stuff, this is the only way to do it. LinkedIn provides NO analytics for content directly uploaded to the profile. A secondary benefit is that people may find you and your content directly in SlideShare and a tertiary benefit is that you can share the uploads on any social network and even embed them directly into websites and blogs.

SlideShare is free and your account can be built directly from your LinkedIn account. They also have a premium lead generation service to insert forms into your content to gather requests for more information from those who read them.

 

****The feature described below is no longer available on a LinkedIn Profile. Use the Updated Instructions Instead****

One thing that many people struggle with on LinkedIn is how to share content that doesn’t live on the web. By content, I mean documents, flyers, non-hosted audio files and the like. Much of small business still lives in the world of creating marketing collateral that results in a printed piece or a pdf file. Ideally, you would want to convert it to an html file and put it on your website which would give you a link that you could easily share on LinkedIn and with other social media. That can get a little tricky.

So, what do you do if you have a pdf flyer or newsletter that you want to share on  LinkedIn? You can’t attach documents to status updates. Heck! You can’t even attach documents to LinkedIn messages sent directly to your connections. So, does that mean that it’s just not possible to share documents and files? No! That’s where the partnership between  LinkedIn and Box comes in.

As long as you don’t mind who sees the document, you can share it on LinkedIn if you use the Box application on your LinkedIn profile.

To add the Box application to your profile, go to the More menu and scroll to the bottom and select Get More Applications. Find the application called Box and click on it. Click the Add Application button after making certain that the box next to “Display on my profile” is checked. You will have to set up a free account on Box before going any further. Once set up, you will be able to access your Box application from the More menu to add and remove files. You’ll see an Upload button that will walk you through uploading the document or file you want to share.

Once your file is uploaded, got to Edit Profile.  Scroll down to the Box application (if you haven’t used any applications on your profile yet, then it should be at the very bottom).  You’ll see the file that you uploaded and want to share.  If you see a big logo and a small file name, click on the Menu button in the upper right hand corner and select “List View” which will be the first item in the list. Your view will change to what you see in the image below.

If you hover your cursor over the file name, you will see a blue arrow appear at the end of the row.  Click on that arrow and you’ll get a drop down menu. Select “Get Web Link” and you’ll get a pop up with a web link that you can copy.

You can now use this link to share your document in social media status updates and via LinkedIn‘s messaging system. As you will see in the final image, when you use the “Attach a Link” feature, it treats your document just like any article. However, the description is the description of the Box application. To change that simply click on the blue Edit link at the end of the description and you can add your own description of what the document is that you’re sharing.

By the way, want to know the best part? Whenever anyone clicks on that link and downloads the document, Box will sent you an email notification. It can’t tell you who looked at it, but you’ll be able to track how many people do look at it.

A best practice is to always use a document format – like pdf or mp3- that is easily shared and used by all. If you leave your document in Word or other raw format, only those people who have that software will be able to open the document. Also, you would be giving a document that can be easily changed and manipulated allowing others to possibly steal your work.

Is this the first time you’ve ever heard this  LinkedIn tip? If so, please let me know in the comments.

Jan 09

My Case Study: How Leveraging Relationships and Using LinkedIn Can Make You Money and Even Get You a Book Deal

By LinkedIn Ninja | Latest Articles , LinkedIn , Marketing on LinkedIn

LinkedIn Treasure MapI’ve been meaning to write this article for quite some time, but I’ve been holding out because it keeps evolving into bigger and better things and I wanted to wait and see what happened first. Well, the biggest thing that I could have comprehended has now happened, so I think it’s a good time to dive in.  Finding the starting point is also hard because you can keep tracing things backwards, but since my business is now LinkedIn and nothing but LinkedIn I think it makes sense to start there.

I found LinkedIn in October 2007 and became the 17,056,420th member. I was on the verge of taking an extremely large career risk and was searching online for different tools that I could use to accelerate the potential success I would have and I stumbled upon an article about LinkedIn. The risk I was looking at taking was re-entering the financial services industry (after being out for almost a decade) in my home town of Cleveland, OH (which I hadn’t lived in for 15 years), and specializing in a very niche market of charitable giving and working with nonprofit organizations. I had been a financial planner for 2 years with what was then American Express Financial Advisors (now Ameriprise) in Evansville, IN. I was one of two financial advisors who had successfully completed their first year in almost five years (from that office). After two years, my now ex-husband decided he needed to move on to another university to teach and thus ended (at least I thought) my short lived financial advisor career (every financial advisor will tell you that the first two years are H, E, double hockey sticks and that anyone who would want to do that again is crazy!).

So, with LinkedIn in my pocket, my strong networking and relationship skills, a great contract to get started with a new financial advisory firm, and my graduate education and experience in nonprofit  management, I went up to Cleveland and half moved back in with my parents (my fiance and dog were still down in Cincinnati and wouldn’t be joining me until my business was solid). It’s January 1, 2008, and the future was looking pretty good!

I was using LinkedIn and showing other advisors how to use LinkedIn. It was so different than any other marketing or advertising that we weren’t even really thinking about compliance issues and the compliance department wasn’t even aware that it was out there. Until…we had a young guy right out of college join the firm, connect with all of the senior advisors, and jump into the LinkedIn Answers section answering all of the financial questions in a super salesy way and acting like an expert (which, of course, he wasn’t) . A senior advisor sees what he’s doing (and how it’s impacting him as part of the firm) goes to the general agent, complains and the kibosh is put on LinkedIn. We have to remove all affiliation with the firm and broker-dealer. This severely limits how I’m using LinkedIn, but I continue to use it without any branding or specific identification as a financial planner.

So the stage is set and now we’re going to speed things along a bit to the chain reaction.

While still a financial planner, I attended a networking/training conference for women. I was getting a cup of coffee and turned around to find myself standing in front of Jessica Hanes. I had gone to high school with Jessica. We hadn’t been close friends, but were in the same friend circle. We rekindled and strengthened our friendship. She decided that I needed to meet Jill Banner. Jessica’s company (ServiceMaster) was a client of Jill Banner (The Fedeli Group). Jessica invited me to have lunch at The Fedeli Group to meet Jill. Jill and I became great referral partners (she handled business insurance and worker’s compensation) and ultimately a great friend.

The second half of 2008 “happened.” Markets crashed, the economy tanked, and things looked really bad as a somewhat new financial planner for the foreseeable future. Not to mention that I had found social media and was loving it, and my hands were being tied in how I needed to use LinkedIn. So I decided to take another risk and make a major change – leave financial services for the wild west of social media. It was new and hot. The only “experts” were those who learned it by doing it and this looked like it would be a heck of a lot easier to sell in this economic market than financial planning services.

In November 2010, I held my first seminar on LinkedIn for Financial Advisors. Thanks to my great friend Jill Banner, I was able to use an amazing 50+ seat auditorium that Fedeli had available at no charge. Without that, I couldn’t have done the seminar. To advertise the seminar, I only used LinkedIn. I sent it out to a lot of my network who were financial advisors, but I also used a great strategy to access financial advisors I didn’t know. Essentially, I ran a search for financial advisors in the Cleveland area that I was in groups with (I was in a lot of local Cleveland groups). Then I sent them a message telling them about this seminar. Even though I wasn’t connected to them, because I was in a group with them I was able to do that. I ended up with about 15-20 financial advisors attending, one of whom was Bob Moore, SVP of the Northeast Ohio office of Wells Fargo Advisors. I didn’t know Bob. Bob received one of the cold messages that went out to my group members. Bob signed up himself and another VP from UBS and then shared the information with several others who weren’t originally on my list. The following spring, Bob also had Wells Fargo hire me to come to their Northeast Ohio region marketing conference and train all of the Wells Fargo advisors on LinkedIn.

One of the people Bob shared the information about the first seminar with was Ned Van Riper who helps financial advisors change broker-dealers. Ned also attended. A couple months later, I decided to offer that seminar virtually in a webinar format. Now that Ned was connected to me and a past client, I shared it with him via LinkedIn and he shared it with Adam Koos who is a wealth advisor in the Columbus, OH, area. Adam attended the webinar and found it very valuable.

Adam was working with Matt Halloran who was a financial practice business coach (he helped financial advisors build stronger businesses). Adam thought that Matt’s other clients would benefit from my expertise and he suggested that Matt connect with me. Matt sent me an invitation to connect on January 27, 2011, explaining why and how he wanted to connect. I gladly accepted, responded back and we began a dialogue.

Shortly thereafter, Matt referred me to his client Gary Sullivan who is a wealth advisor in Boston, MA, and specializes in working with small business owners. Gary hired me to develop customized LinkedIn strategies and marketing plan for his firm which included his partner Karen Busanovich. Additionally, I did some custom training, profile development and their company page.

Matt ends up securing a contract with Wiley to publish “The Social Media Handbook for Financial Advisors on their Bloomberg Press label. It’s a “how to” guide covering Twitter, Facebook and LinkedIn specifically for financial advisors. Knowing what a great resource I am, he decides to bring me in as his coauthor to cover the LinkedIn content. The book is scheduled to be out in July.

The book is a game changer for me and I’m looking forward to an exciting 2012. AND…it all started with a cold message via LinkedIn to a financial advisor who I didn’t know, who I happened to be in a LinkedIn group with.

So what about you? What are your success stories with LinkedIn? What wouldn’t have happened if this amazing tool hadn’t been part of your business or career marketing plan?

Dec 07

Why You Shouldn’t Use Twitter to Post LinkedIn Status Updates

By LinkedIn Ninja | Branding with LinkedIn , LinkedIn , Marketing on LinkedIn

I’m going to hazard a guess here…if you’re using Twitter to send status updates to LinkedIn, you’re probably not spending a ton of time in LinkedIn. That also means that you might not have noticed the small print change to LinkedIn that is harming your social media efforts as a result of the choice you made to try and streamline your social media activity.

History of LinkedIn and Twitter Integration

When LinkedIn first added integration with Twitter, if you pulled tweets into LinkedIn, they became standard LinkedIn status updates. That meant that you could interact with them only as LinkedIn status updates. At that time, LinkedIn didn’t have the “Like” feature so you could only comment or reply privately. Additionally, when it first started the link attachment and pulled in article feeds to status updates, any tweets with such links were just listed as links and the feed wasn’t pulled in.

The next evolution added the ability to adapt your Twitter settings to pull in the feed that LinkedIn saw attached to your link to give it the same visibility as a LinkedIn status update, but it still became a LinkedIn status update with interaction via LinkedIn only. LinkedIn added the “Like” functionality that would allow you to send someone’s status update or tweet out to your entire network’s news feed telling them you “Liked” it.

For a very brief time, we had advanced double integration. When you sent a tweet into LinkedIn as a status update, you could interact with it as Twitter with controls to Retweet, Favorite and Reply AND you could interact with it via LinkedIn with controls to Like, Comment or Share. Interact with both networks directly in LinkedIn!

The Status of Status Updates Today

Now, if you send your tweet into LinkedIn, it stays a tweet. What that means is that there are no controls for your LinkedIn network to interact with the tweet inside LinkedIn. They can only Retweet, Reply and Favorite. No Liking…No Commenting…No Sharing.

THAT MEANS that you’re missing out on a huge opportunity for your LinkedIn network to share you and increase your visibility. There are a lot of people on LinkedIn who don’t have Twitter accounts, so you’ve essentially eliminated their ability to help you get the word out and to share your information with their network.

The Solution

If you’re only using LinkedIn and Twitter, then launch your status updates from LinkedIn and you can check the little box to send them out to Twitter. If you’ve tied your Twitter account to LinkedIn and you’re using the mobile app, then the status updates automatically go out to Twitter. If your social media activities include other social networks, then use a social media dashboard that allows you to post to each social network as if it’s an original status update.

 

So, will this change how you do LinkedIn Status Updates?

Oct 07

LinkedIn Company Pages – Status Updates, Recommendations, and Followers, oh my!

By LinkedIn Ninja | Advertising on LinkedIn , Branding with LinkedIn , LinkedIn , LinkedIn Company Page , Marketing on LinkedIn

Today was a very exciting day in the land of LinkedIn. This morning was Connect 11; LinkedIn’s marketing conference during Advertising Week 8. The focus – brand engagement on LinkedIn. The big announcement – we can now make status updates from our Company Pages to communicate with our Followers.

Over the last many months, LinkedIn has quietly been adding new and amazing functionality to the Company Pages that few people have noticed. And, until now, LinkedIn hasn’t been screaming from mountain tops to tell people. Well, I’ve been telling people about it, but all I’ve been getting back are questioning stares because people seem to have a hard time believing that LinkedIn Company Pages are good for anything but seeing who just got fired. Maybe now they’ll believe me!

By now, you may be asking yourself what’s so special about these LinkedIn Company Pages. Let me tell you!

First, you can list up to 25 products and services. Each product or service gets it’s own page with it’s own description, it’s own link and even it’s own YouTube video. Most importantly, your clients can RECOMMEND that specific product or service and share a testimonial about why others would want to buy it.

Second, the recommendations don’t “live” only on LinkedIn. If you go to their Developers Tools (found in the footer), you can get html code to transport those recommendations back to your website. The recommendation button will tell your website visitors how many times that product or service has been recommended and will link them back to your Company Page to read the recommendations or even write one themselves. Of course, when they write the recommendation, a status update goes out into their network’s news feed telling everyone that they have recommended your product with a link to check it out themselves.

Third, if you have more than five products or services on your LinkedIn Company Page and more than one target audience, you can customize which five products and services the different target audiences see first when they land on your Company Page. Also, you can have three linked graphical banners above those featured products and services and select which banner each target audience sees.

But wait! There’s more! LinkedIn has even built in analytics to let you know how many people are visiting your page, if they’re engaging and how the activity on your Company Page stacks up to your competition.

So, what’s the key to success with a LinkedIn Company Page? Followers! In an interview just before the start of Advertising Week 8, SVP of Global Sales Mike Gamson highly encouraged companies and brands to start gathering their Company Page followers now – while it’s cheap! Mr. Gamson predicted that we won’t see a Facebook phenomenon with every member following lots of different Company Pages. The average LinkedIn member is going to be more discriminating in who they choose to follow and will likely not follow very many Company Pages. So it will likely take a lot more effort and advertising dollars to get someone to switch from following your competitor to following you.

So, what are you waiting for? Get that LinkedIn Company Page completely optimized! Too busy? The LinkedIn Ninja can help out! Check out our LinkedIn Company Page building services.

What creative ways can you think of to use the new Company Pages? My first big strategy is to begin offering a FREE LinkedIn Company Page or LinkedIn Personal Profile makeover to one Crystal Clear Buzz Company Page follower every month! The winner will be selected on the last day of the month. So, FOLLOW NOW for your chance to be selected!

Sep 25

Effective Use of LinkedIn Groups Takes Strategy, Time, and Effort

By LinkedIn Ninja | Branding with LinkedIn , Latest Articles , Marketing on LinkedIn

LinkedIn Groups can be the most valuable part of your LinkedIn strategy to grow your business, but a Groups strategy can be the most difficult to understand and implement. Add into that the fact that it also takes the most time and I hear a lot of groans and moans when I suggest it.

However, a recent study from LeadFormix on traffic from LinkedIn to their B2B client websites found that 38% of the people coming to the site from a LinkedIn Group resulted in a completed form on their website! True, tangible leads are coming from LinkedIn Groups!

LinkedIn currently has almost 1 million groups! And more are started every day. Some LinkedIn Groups are big and some are small. Some are super active and some are dead. Finding the right LinkedIn Groups for you and your business – let alone the right discussion opportunities within those groups – can be a very daunting task.

To help, LinkedIn created the Daily and Weekly Group Activity Digests that land directly in your email inbox. But if you’re in 50 groups (the limit available in LinkedIn for free and premium members), getting those every day can be just as overwhelming. So having a clear strategy is crucial to your success in using LinkedIn Groups for sales and business development.

Choosing the Right Groups

First and foremost, the LinkedIn Groups that you select should be the groups where your target client is spending their time. Depending on how the group is set up and who is allowed to participate, you sometimes may not be able to get into all of the groups that would be most valuable. Most of the time, I see sales people in mostly industry related groups and they are wondering why they aren’t finding any new clients and customers. The answer is that they’re spending all of their LinkedIn “group time” with their competitors! A few of those are great for professional development, but I would recommend limiting the number to only those that actually helping you.

Essentially, you have to evaluate each group that you join and decide how you’re going to use it. You have to be an Opportunist. I have 3 main purposes for the groups that I’m in.

Market reach to prospects – What’s important is match to target market, size, and a low level of duplicate members in other groups. I’m using these groups mostly for hunting and if allowed, advertising.

Establishing myself as an expert – Those are groups of my target market where there are good discussion happening and I can demonstrate that I really know what I say I do. Those are groups like Sales Playbook. I don’t have too many of these because they take a lot of time so I’m very selective.

Groups for broadcasting/advertising – These are large groups that are a bit more general in their make up so that it may pull in some prospects in need of my services that I may not have thought about. They would be the large local groups and the like that address many different topics.

You probably aren’t going to like this, but the bottom line is that you have to look at and evaluate each group individually to develop the strategies that will work within that group.

Since the owners have free reign to decide who can be in their group, what they can post and how everything operates, you have to abide by their sandbox rules. In some groups blatant self promotion is fine and in others it’s not.

 

Case Study

Let’s use a case study of a popular LinkedIn group focused around the topic of improving sales. Now, nothing that I’m going to say is meant to be disparaging to the group owner in any way, it’s simply a distant, academic evaluation of how I have observed him successfully using groups. (disclaimer: The owner of this group did not participate or provide feedback in my analysis so his views may be different. To be honest when I shared this analysis in response to a question in my own LinkedIn Group – LI Ninja Black Belt – he disconnected from me and wouldn’t reply to my email messages. I can only assume that he was not happy with the light I shed on his activity even though it is very clearly a positive review of his activities.)

The owner provides sales coaching services and training, so his target market is sales professionals and teams. So he built a group around discussing best sales practices. He set very strict criteria prohibiting any and all self promotion. Even if someone is asking for your services, you cannot reply or provide a link back to your site. If you do, these are immediately deleted. Despite these tight restrictions, this group has grown to over 20,000 members and is very active. This is a group where active participation and giving first is a requirement to get any benefit. The owner provides one outlet in the group and it is a running discussion called “Pimp My Company.” Although I get frustrated at how tight of a line he is keeping with not even allowing you to fit in a little promotion where it’s asked, makes sense and you’re still adding value, I recognized the value of that one discussion item. There are over 1,000 comments in that discussion. When you add your comment to a discussion item, an email message with your comment is sent to all who are still following that discussion item (which is likely most). So, I became active for a couple of weeks and built some relationships and visibility within the group. Then I timed how I used that discussion when I was launching something important instead of doing a basic introduction of myself. The result was 3 people buying the program that I “pimped” in that discussion.

Now, the owner has sent out announcements to all 20,000+ members “selling” his free services and resources on his website – thereby promoting himself when he doesn’t let other members do so. He has effectively created a competitor-free fish barrel of prospects for his business. Bravo! That is what we should be aspiring to.

Now, if you were able to watch the owner’s activity in other groups, you would see that he doesn’t live by his own group’s strict rules in other groups. He posts links to his blog without adding a discussion. He promotes himself in the groups where that is allowed. He gives links to other sales related freebies.

To be honest, I was a little surprised when I first noticed it, but I have no problem with the double standard. There are some “true believers” who would find this different behavior practically sacrilege because they believe groups should be these sales free, equal societies. I think it’s brilliant and can only hope to aspire to such success.

It’s brilliant because he has recognized – as should you – that each group is it’s own sovereign entity and that it’s foolish to essentially apply a socialistic theory to a group that is running based on pure capitalism (and that would be those spammy groups that everyone says they hate yet those groups remain some of the largest groups in LinkedIn).

Conclusions

Bottom line is that there is no cookie cutter approach that you can take to truly get the most out of LinkedIn Groups. However, with a well developed, targeted strategy, dedicated time, and true engagement with the groups, you can benefit from participation and get new clients.

As of the writing of this post, I am conducting a LinkedIn Poll to get user feedback on what they see as the biggest challenges to using LinkedIn Groups. It has about 2 weeks left until it closes. If you haven’t answered it yet, I would love for you to participate. If the poll has closed, you can simply check out the results. CLICK HERE.

There is also a lively discussion of the problems taking place in LinkedIn Answers: Click Here.

Feel free to continue the discussion in the comments below. I would LOVE to hear about some LinkedIn Groups success stories!

To join the LI Ninja Black Belt Group where I give out TONS of free LinkedIn advice, CLICK HERE!

Sep 30

A Company-Wide LinkedIn Strategy

By LinkedIn Ninja | Latest Articles , LinkedIn , Marketing on LinkedIn

I recently finished a full day training the support staff, sales force, and leadership team of Oswald Companies, an independent insurance brokerage firm based in Cleveland, OH, with offices in multiple states.  I have to say that I am truly inspired with how they have embraced the power of LinkedIn and are working to leverage it in ways rarely found in corporate America.  Essentially, they are creating and leveraging a company-wide LinkedIn network that can be accessed by the business development staff.

I first have to mention that as powerful as this strategy is, it will not work for all companies.  It is a strategy that is highly dependent on a strong collaborative corporate culture and high levels of trust in the company leadership.  Companies that use head to head competition to motivate and incentivize their sales staff are not good candidates because there likely is not a significant amount of trust between employees.

One component that really makes this strategy work for Oswald Companies is that non-business development staff earn bonuses when they play an active role in introducing or opening the doors to potential clients if the deal closes.  Therefore they have a true personal incentive to connect with the sales staff and to continue to update and add to their LinkedIn network.

Connecting is obviously the first step.  The sales staff must be connected to both the support staff as well as the leadership team.  More importantly, the leadership team needs to be especially diligent in adding all of the new people they meet into their LinkedIn network because those connections are most likely to include connections with the decision-making authority that you would want if they are a prospect for your company.  Additionally, you want to encourage the administrative staff to actively add connections.  This may be difficult because employees in these positions are often not as active in networking and meeting new people in professional settings.  However, the new “blood” in the network is crucial for the strategy to continue providing new prospects.

The second step is for the sales staff to develop custom searches and run those searches at regular intervals to uncover the new prospects that have been added into the company-wide LinkedIn network.  The searches will uncover how the sales person is connected to the prospect – internally and/or externally.

The final step is for all pertinent employees to work together to develop the most effective strategy leveraging the strongest and most valuable relationships.  When possible, take advantage of connection paths that go through the leadership team.  I simple phone call or email message from someone at that level can quickly open the door and then they can turn things over to the appropriate sales person.

Interested in developing this strategy for your company?  Feel free to contact me and we can schedule a conversation to explore it’s feasibility and likelihood of success.

Aug 02

Does Your LinkedIn Profile Match Your Purpose for Using LinkedIn?

By LinkedIn Ninja | Branding with LinkedIn , Latest Articles , LinkedIn , Marketing on LinkedIn

One of the most common errors I see when reviewing LinkedIn profiles is when people fill out the profile as if it’s a history document without first considering what their purpose is for using LinkedIn. Now, don’t get me wrong, people are interested in learning about your experience because it gives your credibility. However, experience and history are two different things.

When you treat your profile like a biography, the problem is that it’s not likely to compel people to action. Further, if it does, it’s not created to compel a specific type of action, such as contact you about a job opportunity or to do business.

Essentially, I have found that most peoples’ purposes for being on LinkedIn can be boiled down to three main purposes: Business Development, Personal Branding, and Job Seeking.

Business Development: The goal obviously is to find clients and customers on LinkedIn to grow your business. If this is your purpose, then your profile should be focused on what you do. It should identify the services or products you provide, who your target client is, and what results you get. Your summary is your elevator speech. Your past is only as important to the extent that it builds the case of why people would want to do business with you.

Personal Branding: A personal branding profile is for people who are career oriented but not working in a sales capacity. This profile is about who you are. It should address your mission and values and identify your future career goals so that those opportunities can find you.

Job Seeker: The job seeker profile is a combination of the business development and personal branding because it has to address both what you do and who you are. Recruiters want to get to know both sides of you as a candidate. With the third party applications, LinkedIn gives you an opportunity to show recruiters that you are much more than a resume.

Ultimately, when people land on your profile, you want your purpose and message to be crystal clear. If you’re looking for a job, say you’re looking for a job. If you offer payroll services to small and mid-size businesses in the Greater Cincinnati area, then say that! The more fancy you get with your language and the more you leave up to interpretation, the less likely people are to understand what you want.

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