I’m starting to believe that LinkedIn is the way forward. A growing trend is emerging, which moves away from labour-intensive SEO and email campaigns towards a targeted account-based approach. If you want to build high quality leads, as most businesses do, then LinkedIn might just be the place to do so.
With over 400m users, LinkedIn is much more than just a CV site. Offering direct access to decision makers, it offers a new pipeline for businesses to generate sales. How can you tap into this, with just your free personal account?
- Set your profile up properly
Before you approach target businesses, make sure that your profile is optimised for your segment. Offer examples of work, relevant qualifications and experience that highlight your ability within this sector. Be ruthless, if it isn’t relevant (in my case, my 10 years as a teacher) then leave it off. Use a great picture, and a headline and content that supports your goals in relation to your industry. Headlines needn’t be boring. Think of them as more of a CTA, and less of a sleeping pill.
2. Build your network
Reach out to people, regularly. Using the search functionality, you can look for relevant high-value individuals, and filter by industry and job type. Send personalised invitations, and you can expect to see an acceptance rate of 60-70%. Thank every connection, and send a message with a general conversation opener. Get people to talk about themselves, their business goals, and you’re doing better than 95% of people who simply don’t use LinkedIn.
3. Keep the conversation going
Join groups where your leads hang out. Post relevant content into these groups, and join conversations where you can add value. Speak regularly to valued connections, use this as a chance to arrange networking, share industry insight or collaborate. Selling comes much, much later. Your end goal, whether it’s a phone call or an in-person meeting, should not be to brag about your services in a message. It’s in poor taste.
Liked what you read? Get in touch to see how I can help your personal profile grow on LinkedIn.