LinkedIn is the leading social media platform for business to business. It is an excellent way for professionals to reach and connect with other professionals. This connection may be a potential client, potential referral source, potential strategic partner, potential supplier, or just a good general networking connection.
Many business professionals wonder how they can maximize the value of LinkedIn. We have developed a quick list of 5 Ways a Business Can Utilize LinkedIn. Here they are:
1. Your Personal Profile
Your Personal Profile should be that of an individual, say the owner of the company or head of business development. When creating this profile, fill it out as fully as you can. When other professionals view your profile, you want to instill confidence in them by having an impressive profile with credible experience and a track record.
LinkedIn allows you to post Updates from your Personal Profile. This is a great way to share an article, news, or an event. This will show up in your Connections’ Updates feed.
2. Connections
LinkedIn allows you to “Connect” with other professionals who have LinkedIn Personal Profiles. LinkedIn asks that you only Connect with people you know, to avoid spam and pure salesy activities. Connect to people you know in your industry, members of business associations or chambers you belong to or interact with, clients, etc. This builds a network of people to stay in contact with via LinkedIn. Again, your Updates will be seen by your Connections so this gives you an opportunity to share knowledge and opportunities.
LinkedIn has a “People You May Know” feature on the home page where you can view Connection suggestions. You can also search for people via the search bar in the upper right corner (make sure “People” is selected from the drop down menu just to the left of the search bar)
3. Your Company Profile
Your Company Profile should be that of a company (obviously). Company Profiles may feature your logo, your products/services, careers, a general description of your company, contact information, a link to your website, etc. Once you have created a Company Profile, you should make sure your current position on your Personal Profile is set to at your Company (with the Company Profile). This brings the opportunity for people viewing your Personal Profile to click through to your Company Profile.
People can “Follow” your Company Profile. Once they do this, they will receive Updates put out by your Company. You may want to include blog posts, events, news, etc. in your Company Updates.
4. Groups
LinkedIn has a plethora of Groups you can join (through your Personal Profile). These Groups range from industry related to geographically focused. Join Groups related to your particular industry, Groups with a focus on your geographic area, etc. Local business associations and chambers often have Groups. You can search for Groups via the search bar in the upper right corner when logged in to LinkedIn (just make sure you have “Groups” selected from the drop down menu just to the left of the search bar).
Once you have joined a Group, you can post discussions, promotions, jobs, etc. Others will post as well, so if you see a discussion you have something to offer to then jump in the conversation. This is a great way to get your name out there and make connections. Group members will also typically receive email updates from the Group with discussion topics. Utilize these emails to monitor what is being talked about and to identify discussions you may want to join in on.
5. Networking Tool
LinkedIn is a great follow-up tool for networking events. If you go to a mixer or a trade show and you collect business cards from others in attendance, go on LinkedIn when you get back to the office and send Connection requests to these people. Feel free to insert a little message with the request, “It was a pleasure meeting you today at the mixer!”. This is a great way to keep in contact with people you meet.
