LinkedIn isn’t just a powerful professional networking tool. When you use it correctly, it can help you exponentially increase your ability to produce business leads.
With nearly 150 million users (more than 50 percent of which are business owners, managers, senior management, and C-level executives), LinkedIn delivers a ready-made professional audience you can tap into to further your business development.
Before we dive into how you can create leads from LinkedIn, keep in mind that, as with other social networks, one of the keys to success is to use the site often. I’ll talk about this more later—especially when it comes to your profile—but you want to check in on and engage with LinkedIn on a daily basis, if not more often. It may be tough to find the time, but in my experience, diligent use of the site can pay off in a big way. It’s an incentive that likely makes up for the investment of your time and resources.
Without further ado, let’s dive into the 12 most effective ways to generate leads on LinkedIn:
1. Your profile
This is a no-brainer, right? Your profile is the core of your LinkedIn presence, and if it’s not up to par, you need to make time as soon as possible to refine and complete it.
A common mistake is to treat it like a resume. Don’t do that! Don’t be afraid to give an in-depth look at your current experience and career history. After all, you want to give other LinkedIn users a look at everything you have to offer when it comes to a certain industry or skill set.
Think of your LinkedIn profile as a valuable piece of real estate, and maximize the space you have to get the best results.
A couple of other tips:
- Use a professional-looking head shot as your profile image.
- Crop your profile image closely so someone looking at your profile can almost look you in the eyes.
- Don’t speak about yourself in the third person.
Aside from your profile, your LinkedIn connections are one of the most important tools you can use. After all, the more connections you have, the wider your reach, and the more likely you are to be exposed to potential leads and business opportunities.
Enter your email address if you want to let LinkedIn find users with whom you’ve already connected. Or find connections in categories such as current and previous employers, the college you attended, or your geographic location.
When you find someone with whom you want to connect, don’t just click “send” on LinkedIn’s default invitation. That’s the epitome of impersonal—not to mention lazy. Take a few minutes to write a brief message.
Maybe you met the person at a conference or event, or know him through a past project. Remind the person of your connection and express your enthusiasm at the opportunity to stay in touch. Those little details can translate into a big first impression, and set the stage for future communication.
3. Share content
I mentioned earlier that one of the keys to LinkedIn is to remain visible and active. Think of LinkedIn as a fast-moving information stream. Every time you make a connection, edit your profile, post content, or participate in a group, you (and your profile) show up in LinkedIn’s stream.
This is a mini-marketing message to your connections, and the fact that you’re visible and active on the platform lets them know you’re serious about LinkedIn and its power.
An easy way to maximize visibility is to share content on a daily basis, or more frequently if you can. You probably consume a lot of content throughout the day, so why not share what you read with your connections?
If you want to highlight your expertise or skills, share information that aligns with a particular industry or subject matter, and take time to write a couple of sentences that detail your thoughts on the piece when you post it.
One of the more overlooked features of LinkedIn is Answers. Just as you can post content to your profile to highlight your expertise, you can answer questions posed by other LinkedIn users. This is a great way to demonstrate your knowledge. You’ll also communicate with people outside your immediate circle of connections, giving you the chance to expand your reach.
How to do it? It’s simple. Just browse the current questions, either those posed by your network, or from one of LinkedIn’s recommended categories. When you find one you can answer, go for it! You’ll help yourself emerge as a knowledgeable source in that field, which opens the door for others to contact you about prospective opportunities. Aim to do this a few times a week. You’ll be amazed at the benefits you can reap.
If you haven’t already joined LinkedIn Groups, consider this your wake-up call. You can find groups for certain industries, schools, cities, interests and other criteria. Join groups that look interesting to you and start participating, just like in real life.
Weigh in on existing discussions, or start your own. When you post content to your LinkedIn profile, you can also share the link with certain groups. This is a great way to cross-post to several areas at once.
Think of Groups as a smaller, more niche networking opportunity, but equally valuable in helping you maintain your LinkedIn visibility and demonstrate your expertise.
Here’s a novel idea: Take some of your online interactions offline.
Scan upcoming events in your area that people post on LinkedIn to find potentially valuable networking opportunities. After all, as tempting as it is to conduct all of your interactions online, there’s an intrinsic value in meeting with people face-to-face.
Once you establish the initial bond, you can continue to build the relationship on sites like LinkedIn. You will be top-of-mind if a new job, prospective client, or other growth opportunity becomes available.
If you’re heading to a sales or other business meeting, it’s not a bad idea to do some preliminary research. Look up the meeting attendees on LinkedIn to familiarize yourself with their backgrounds and work experience. You’ll also be able to see if you have any connections in common. If you do, you can mention a mutual friend’s name as a conversation starter.
Any time you can demonstrate you did your homework and took the time to get to know the people and businesses with which you work, you’ll make a more effective impression.
8. Company page
Do you have a LinkedIn company page for your business? If not, set one up. A company page allows interested parties to get a snapshot of your business as well as your employees. You can post content to your business page just as you do on your personal profile. It’s yet another way to establish yourself and your company as an expert in a particular industry.
LinkedIn recently allowed companies to post status updates. In my experience, this is a drastically under-used tool. Set up your page and make regular status updates. You’ll be amazed at how your brand presence on the platform might grow.
Applications are what I like to consider the “pimp my profile” part of LinkedIn. You can choose from a number of different apps to add features and personality to your profile.
One of my favorites is SlideShare, which displays your presentations on your LinkedIn profile. I’ve landed several business leads from presentations alone. The ability to publish your presentations so they’re visible to your LinkedIn audience is a key tool when it comes to lead generation.
I’m also a fan of feeding your corporate blog into your LinkedIn profile. You can do this with another app, and it’s very easy to do.
As you add apps, choose them with a discerning eye. You don’t want your profile to become cluttered and hard to read. You may also want to consider installing the apps toward the bottom of your page so that your work experience, skills, recommendations and other pertinent information have more premium placement on the page.
Recommendations are nifty tools that add a rich level of engagement to your LinkedIn profile. Don’t be afraid to approach current and previous colleagues and superiors and ask them to write a brief LinkedIn recommendation for you. Be sure to return the favor, or volunteer to write a recommendation for someone else, which will likely result in a reciprocal write-up.
Recommendations are built-in testimonials. The more you have, the more information someone can get about you, your work habits and strengths. This increases the chance that a business prospect will approach you for an upcoming project or similar work. You can’t get a recommendation unless you ask for one, so get going.
If your schedule is anything like mine, you’re constantly on the go. And you probably always have your phone in hand, right? There’s no reason why you shouldn’t maximize LinkedIn’s mobile app to stay up-to-date with your profile and connections.
LinkedIn has done quite a bit of work on the app over the last year, and I think this latest version is downright snazzy. What’s more, it’s convenient. You don’t necessarily have to be at your computer to update your profile, do a bit of research, or find out what’s happening with your other connections.
It all goes back to maintaining your visibility on the site, and the mobile app is a key tool when it comes to facilitating a steady stream of LinkedIn activity.
Now that you’ve put all this hard work into creating your LinkedIn profile, building your connections, and establishing a robust presence on the site, it’s time to promote your efforts.
Make it easy for people to find you on LinkedIn. Publish a link on your other social networking profiles, website, blog, business cards, email signature—wherever applicable. If you write a blog that contains business-related content, make sure you install a LinkedIn sharing button so others can more easily publish your information on their profiles.
When it comes to building business leads, it’s all about staying visible and increasing your reach—two fundamental things you can achieve with LinkedIn. The site undoubtedly requires a time commitment, but so do any networking or new business development efforts. There’s no easy button when it comes to building credibility and a network.
For my company, LinkedIn is a No. 1 source of new business leads. I can assure you your investment in the site is one of the better things you can do for your company or personal brand.
How do you use LinkedIn to generate leads? Do you have trouble making it part of your daily online routine, or is it a regular part of your digital marketing strategy?