Categories
LinkedIn

I don’t see the value of using LinkedIn

I hear this phrase often; “I do not see the benefits of LinkedIn.”

Often they include statements like these;

  • ‘I’ve been on LinkedIn for years.’
  • ‘All of my employees are on LinkedIn.’
  • ‘We have a company page on LinkedIn.’
  • ‘I have a big network of at least 200 people.’
  • ‘I accept every invite I get.’

For those who say they do not see value using LinkedIn, I never hear about their strategy or execution.

Recently I researched two companies on LinkedIn.

The first company focused on executive staffing, primarily for B2B companies, has 10 employees on LinkedIn.

Between all of the employees, there are nearly 17,000 connections.
The company page has about 1,900 followers.

Yet, the company page has no new content focused on their target audience.
The employees have no content or public engagement with their target audience.
Most of the employee’s LinkedIn Profiles are only basic.
Some of the profiles are even less than basic.

I am sure LinkedIn is not creating value for this company.

The second company I researched is a financial services company primarily serving B2C companies.

They have 9 employees listed on LinkedIn.
They don’t have a verified LinkedIn Company Page.
Their page is one of those created by LinkedIn years ago and has no useful information available to their target audience.

The employees, including the President, VP of Operations, VP of sales, and all of the salespeople have less than basic LinkedIn Profiles. None of the employees have any content or public engagement with their target audience.

I am not surprised that the leaders of this organization feel LinkedIn is of no value to their business at all.

LinkedIn is a business tool. You can’t get value from a business tool that is not being used appropriately. These business tools require a strategy and appropriate execution within relevant business processes.

Otherwise, the value of LinkedIn will be lackluster at best.

Does your business have a strategy for using LinkedIn as a business tool?

Do your employees invest time using LinkedIn with purpose focused on the business goals?

/Teddy

If you want to discover better wayst for your team to use LinkedIn as a business tool, let’s talk – (336) 283-6121

Categories
LinkedIn

Executing a LinkedIn Page Follower Campaign

Creating a Following of relevant LinkedIn Members for your LinkedIn Page (sometimes called Company Page) is an important step. Having followers increases the opportunity your page content will be viewed, consumed, and even appreciated by the right people on LinkedIn.

The best makeup of Followers should include:

  • Your target audience – the people in the roles of companies who could use your product or service.
  • Influencers – the people who know your target audience and may introduce them to you.
  • Consumers – the people who can benefit from your product and service and could become Influencers or your Target Audience.
  • Business Partners – people who provide similar products and services and who could become Influencers.
  • Employees – the employees of your company who rally behind your products and services.
  • Your Tribe – business/personal friends who care for you and your business. You never know who they may know.

Creating a LinkedIn Page and building a strategy & execution plan to provide great content for your followers is only part of the process.
You will need to create campaigns to continually grow your followers.

Here are a few ideas you could use to grow your LinkedIn Page Followers:

#1 – As with any other social media presence, a consistent process of providing content your target audience and their influencers find useful is the best way to create followers. I call this “Feeding your LinkedIn Page”. You have to feed it consistently in order for it to thrive.

#2 – Share your LinkedIn Page content across multiple online sites, where your target audience may show up.  LinkedIn Page content is fully public and can be shared and viewed by people who are not currently logged into LinkedIn. However, they can not engage on the content unless they are logged into LinkedIn.

Note – you can only share LinkedIn Page content as a LinkedIn Member. You can not do this step as the Admin (via the admin page)

Routinely pick one of your LinkedIn Page posts that got a good level of engagement. Share it on your Facebook Business Page, on Twitter, in your latest company ’newsletter’, on Quora, on your blog, in a comment to a relevant social post, etc. Invite your employees and/or Tribe to do so, where relevant and appropriate.

Anyone who sees a LinkedIn Page post, who is not yet a follower of your page, will see the +Follow Icon on the post. When you share the post, use an editorial statement that encourages the consumption of the content and potentially clicking the Follow button.

#3 – Invite your LinkedIn Network to be Page Followers. 

As a Page Admin, you can invite targeted members of your LinkedIn Network to Follow your LinkedIn Page. You’ll find this option on the Admin toolbar under Admin Tools, or in the right side column labeled “Invite Connections to Follow” Currently (09/03/20), you can send 100 invites per LinkedIn Page (across all Page admins).
Be very purposeful to invite the best LinkedIn Connections relevant to your page. If you have fresh content on your page when you send these invites out you’re more likely to get your invites accepted.

#4 – Give business development employees Admin rights so they can use the Page Follower Invite feature. It’s not unusual that the LinkedIn Page Admin does not have a LinkedIn Network filled with the business’s target audience.

An idea I have been exploring is to make your key business development employees Admins of the Page in order for them to invite their LinkedIn Network to be page followers.

This will take some planning to execute effectively.

Here is a task list to consider for this process:

  1. Schedule a day that works for the business developer to do this work.
  2. Have them build a list of up to 100 LinkedIn Connections they would like to invite.
  3. Invite the business developer to be a Page Admin from the Admin Tools option of your LinkedIn Page.
  4. Provide a quick training session showing the business developer how to use the feature.
  5. Give them time to execute this process for up to 100 invitations.
  6. Once they are done, remove them as a Page Admin.
  7. They will be able to see who they invited who has not accepted from their Sent Invites page
  8. Ask them to Withdraw any unaccepted invites 1 month later. (This will allow for another employee to invite them later)
  9. In the next month (when available invites go back to 100), repeat this step for the next business developer.

#5 – Introduce the value of your LinkedIn Page through other business communications.

Sharing the URL to your business page, as well as telling stories about how your use your LinkedIn Page to help your target audience, with an invite to follow the page is another useful tactic to create Page Followers.

You could share this in your newsletter, in blog posts, and even in routine messaging to your tribe, clients, prospects, and even employees. Be creative in this tactic.

#6 – Share your LinkedIn Page thru Blog Post commenting. As you find content relevant to your business you could comment on the article and use the LinkedIn Page URL as the Web Page entry for the comment. This can help to get others to find your LinkedIn Page as well as aid in the SEO ranking of your LinkedIn Page.

#7 – Create a private POD of LinkedIn Members who care for and/or are interested in your company products/services. This could be as small as 5-10 clients, prospects, peers, business partners, employees, and friends. As you share content on your company page invite this group (via email or messaging) to review and engage on the content with their perspectives or ideas. Encourage them to engage on each other’s comments on the post as well. Ask them not to always use the Like or Share option. A Comment or comment reply is more impactful for content reach. Ask them not to comment with simple statements like “Thanks” or  “Good point”, etc. Engagement should be meaningful. Be appreciative of your PODs involvement, maybe even to the level of sending them SWAG (trinkets) to thank them for helping to drive more views of the content.

#8 – Ask your POD, and others to share your LinkedIn Page Posts and to @mention target audience, peers, and even target companies to pull them into the conversation. Encourage them to pay attention to any and all engagement they solicit in their posts.

#9 – Simply mention your LinkedIn Page to people in conversation. Add the URL to your email signature, on your website, in all of your marketing content, etc.

Growing a relevant Following to your LinkedIn Page is just one step towards getting value from using LinkedIn as a business tool.

Do the work, reap the rewards.

/Teddy

Categories
LinkedIn

Basic LinkedIn Prospecting Processes – 2020

Prospecting on LinkedIn is the process of finding the right LinkedIn Members to consider moving to LinkedIn Connections and then into conversations relevant to your business or career goals.

Prospecting is not just for salespeople. There are lots of different roles in all industries where prospecting could be beneficial. Possibly for future clients, employees, business partners, resources, mentors, friends from the past, and peers to learn from.

Basic LinkedIn Prospecting is a set of practices I use to grow my LinkedIn Network and build some level of a professional relationship with my growing LinkedIn Network. These basic prospecting tasks can be used by any LinkedIn Member focused on growing their business or achieving their career goals.

Here are the six primary steps you should consider when doing Basic LinkedIn Prospecting:

Step 1 – Before starting to prospect on LinkedIn, I recommend you make sure your LinkedIn Profile is written well, telling the viewer who you are today and what you do in your role. A clear LinkedIn profile can help the people you are prospecting for to be more informed of your relevance to them and your business.

Step 2 – Additionally, building a strong LinkedIn Network with people you know, can help you discover even more people you may want to know.  This is synonymous with the 6 Degrees from Kevin Bacon story. However, it works even better. The more 1st level connections you have, the more 2nd level LinkedIn Members you can get to. Furthermore, the more relevant 2nd level LinkedIn Members you turn into 1st level connections, the more 3rd level LinkedIn Members become 2nd level LinkedIn Members. This amplifies the ability for you to connect with even more relevant LinkedIn Members.  I recommend consistently working to connect with LinkedIn Members you know. Use your ‘Rolodex’ or client list, peers, friends, neighbors, association membership lists, etc to determine who these people are.

Step 3 – Research companies relevant to your prospecting and business goals. Begin building a list of the companies, and even individuals that you need/wish to connect with. This list of companies and individuals should be a living list. You’ll remove names from the list as you disqualify them and add new names to the list as you discover new companies and individuals relevant to your business goals. You may have multiple lists based on different business and/or career goals.

Step 4 – Find relationships between your existing LinkedIn connections and the companies / LinkedIn members you want to connect with. Where possible, reach out to people you know and ask them to introduce you to the right people at your target companies, or with specific LinkedIn Members you wish to get into a conversation with and ultimately connect with on LinkedIn. I recommend asking for these introductions via either email or telephone, not via LinkedIn message.

Step 5 – Create a consistent LinkedIn Engagement routine. With a Strong LinkedIn profile and a growing list of LinkedIn Connections, engaging on LinkedIn will significantly increase the opportunity of being seen, being trusted & respected, and possibly contacted for business/career conversations.

Step 6 – Continue researching, connecting, and engaging on LinkedIn. Find opportunities to help your LinkedIn connections and to get into relevant and mutually beneficial conversations with them.

Practicing these Basic LinkedIn Prospecting tactics can help you to become more efficient with the individual activities and to be able to grow your LinkedIn Network focused on your goals.

Categories
LinkedIn

Commit to the work, reap the rewards using LinkedIn – 2020

Using LinkedIn requires a commitment to regular activities. Yes, this requires an investment of time. It does not however have to overwhelm you.

The best way to get meaningful value from your use of LinkedIn is to commit time every day using this business tool.

Years ago I developed an activity template to help me pay attention to what I should do on a regular basis. I based this activity on approximately 15 minutes per day.

If you were to invest 15 minutes a day using LinkedIn as a business tool, could you create enough value to justify the cost?

I have proven for myself that the value is significantly greater than the cost, for me. 

However, I know that a big part of this ROI is that I invested time to become efficient using LinkedIn. I had to practice the activities to be able to execute them in the least amount of time possible.

This practice, although an upfront investment, will pay off in the long term use of LinkedIn. Don’t forego this activity.

The activity template I developed may not match exactly with what you want to do, based on your goals using LinkedIn as a business tool. 

However, the template is a good example of something you may want to work from.

I have also updated this template based on the current version of LinkedIn  Here is my 2020 LinkedIn Investment Template:

LinkedIn Investment Guidance

(Adjust as you need for your own purpose & goals)

Monday (15 Minutes)

  • Review your Feed – Don’t spend too much time here, however look at your network’s activity, paying close attention to content from or about your target audience.
  • Comment on posts that are relevant to who you are and what you do. Strive to Comment rather than Like.
  • Share posts that are clearly relevant to who you are and what you do. Always tell your network why you are sharing the content.
  • Review new LinkedIn Invites from your My Network page. Accept relevant invites and Message or Call them back and thank them for the connection.

Tuesday (15 Minutes)

  • Review new content from #Hashtags or Companies you are following.
  • Comment on relevant discussions.
  • Share a simple post that may elicit an engaging conversation from your LinkedIn Network. Make sure the post is relevant to your target audience, and not about you or your business.
  • Say hello to a few LinkedIn Members that may be relevant to what you do or who have shared new content. Use LinkedIn Messaging or better yet phone or email.
  • Review your Notifications for content and/or actions of interest/relevance to you.

Wednesday (15 Minutes)

  • Request a focused recommendation from someone you did work with.
  • Share a Celebratory or Kudos Post about a LinkedIn Member who you engaged with last week and appreciate.
  • Share a link to a book or other website articles that you enjoyed and/or benefited from. Tell you network why.
  • Review the Who Has Viewed your Profile Page to see if anyone relevant to your business/career showed up. Consider sending them an invite.

Thursday (15 Minutes)

  • Give a trusted LinkedIn Member a Recommendation. Make sure it’s meaningful and relevant.
  • Use LinkedIn Search to find other LinkedIn Members who are of interest and relevant to you. Send an invite with a personal note.
  • Invite your target audience or their influencers to a coffee or lunch meeting. Be specific and focused, don’t look for your friends, rather, look for new potential clients and/or business partners.
  • Send private messages to direct contacts and group contacts and engage in relevant conversations. Make the conversation all about them until they give you permission to make it about yourself or your business.
  • Introduce your target audience and their influencers to others on LinkedIn – This is a powerful give feature. (FYI – I routinely include their LinkedIn Public Profile URLs in my emails to my contacts when introducing them to other contacts who are on LinkedIn.)

Friday (15 Minutes)

  • Peruse New Connections and reach out to those you have not said hello to yet.
  • Check out competitor LinkedIn Company Pages and Individual Profiles.
  • Learn something new about your target audience and influencers.
  • Build a list of companies, industries, markets, etc for your Monday research.
  • Read a few of my LinkedIn articles.
  • Write a new LinkedIn article of your own, focused on your target audience, and relevant to you & your business.

If you want even more help using LinkedIn as a business tool, consider joining our
Private LinkedIn Support/Training/Coaching Group

Categories
LinkedIn

2020 Top 10 Tips using LinkedIn as a business tool

As I prepare for our January LinkedIn Mastermind Group, (more on this later) I also just wrapped up my 2020 Top 10 Tips using LinkedIn as a business tool.

As you have grown to expect, I share this information with my followers first.

Here are the youTube video and the LinkedIn Slideshare regarding these 2020 Top 10 Tips using LinkedIn as a business tool.

YouTube Video (13:20 minutes)


Slideshare PowerPoint (14 slides)


I’m preparing right now (12/08/19) for our end of January 2020 LinkedIn Mastermind Group. It will be bigger and better than all previous Mastermind groups.

We’ll have lots of great content including over 3-hours of live webinars.

If you want to consider an early entry option to this 6-week program, contact me.

/Teddy