Kochie’s Business Builders – How To Market Your Business On LinkedIn
Written by: Sue Ellson
Title: How To Market Your Business On LinkedIn
Date: 13 January 2014
Format: Article on the Kochie’s Business Builders Website
Publisher: Kochie’s Business Builders
Editor: Alex Brophy
Online at: http://au.smallbusiness.yahoo.com/resources/a/-/20719550/how-to-market-your-business-on-linkedin/
Published text: See transcript below
Copy of article as it appeared:
How To Market Your Business On LinkedIn
January 13, 2014, 9:56 am Sue Ellson Yahoo!7
Advertising aside, there are plenty of ways to get your business front and centre on the professional network.
LinkedIn is widely recognised as way to showcase an individual person (I often call it like having a resume on steroids!), but it is also an excellent tool to market your business.
When you think of the business name Virgin – who do you think of? Richard Branson perhaps? Likewise, many small businesses are more widely known by the name of the owner or CEO than they are for the brand.
So if someone tries to remember your business name, you will probably find that they are more likely to remember your name than your business name – so you have to have both a personal profile and a company profile.
I am also going to suggest that you have a business name person profile. So for example, I have previously worked for O’Donoghues First National Real Estate in Camberwell, Victoria but as their social media consultant, I created a ‘person’ on LinkedIn called ‘Camberwell Property.’ This person has many connections that have remained the property of the business rather than the property of any individual who has worked in the business.
For this reason, it is essential that your business have a standard operating procedure of encouraging your employees to invite all of their new connections (suppliers, clients or customers) that they gain whilst in your employment to also connect that individual to your business person on LinkedIn.
Then, if they leave the business, you can still keep the relationship with the individual supplier, client or customer.
Related: Getting Bang For Your Social Buck
As a business on LinkedIn, obviously you can pay for advertising to reach selected audiences. In the first instance, I recommend that you build up your network first as there are many ways to place your business name in front of people.
The business person you have created needs to have your company logo as their profile photo. That means that every time you post an update from the business person account, your logo appears in the LinkedIn News Feed.
Do not spam your news feed with your latest sales offering, always add value to any conversation you participate in (normal social media rules apply).
Comprehensive searching on LinkedIn can connect you with potential suppliers, distributors, strategic alliance partners, mentors, professional associations and international networks. Remember that the population in Australia is very small compared to other countries, so sometimes going internationally can be far more profitable than remaining local.
Establishing local connections can also be extremely valuable – particularly if you are in a face to face business. Searching for as many other local business owners as possible and connecting with them on LinkedIn can help raise your local profile. You can then offer them specials, invite them to events or share information that they may also find helpful.
Naturally you must make sure that your website address, location, phone number and email address are all visible so that people do not have to ‘search’ to contact you.
Related: Driving Sales With Social Signals
Identifying your ideal client or target market is an essential component of any marketing strategy. Is LinkedIn a genuine source of the people you are seeking? Yes, everyone at some stage needs a tradesman, but not every single day. What you need to do is battletest a search that your ideal client would do on someone else’s account and see if you come up in their search results.
Company pages allow you to showcase your products and services – so make sure you provide all of the details. Remember the principles of SEO and keywords and keep your message similar to your website.
Updates are much more effective if they are combined with a picture or video. Make sure photographs have some text overlaid so that a message can be ‘read’ whilst viewing the image.
Make an effort on a regular schedule to:
. contact certain individuals on a personal basis via LinkedIn
. post regular updates (70% information, 20% sharing, 10% sales content)
. keep your content up to date
. keep statistics (number of connections and followers, number of engagements, viewer demographics)
. source new connections, new partners, new opportunities
. read information, articles and other updates
. review what your competitors are doing anonymously and implement relevant tactics
A good quality LinkedIn profile has the 24 hour power to generate business opportunities from your ideal supplier, client or customer.
If you have any questions about LinkedIn, contact me directly via firstname.lastname@example.org
Sue Ellson BBus AIMM MAHRI is the Founder and Director of Newcomers Network, a socially responsible business providing information, events and advocacy for newcomers and networkers.