Is LinkedIn the Missing Piece of Your Marketing Puzzle?

linkedin engagementAre you using LinkedIn? Why not? Even if you’re working in the consumer space, LinkedIn might be the missing piece of your marketing puzzle.

LinkedIn marketing opportunity

QuickSprout does a good job presenting the importance of LinkedIn as part of your marketing strategy (see infographic below). To prove my point, here are a few stats from the infographic:

  • LinkedIn, the smallest of the major social networks, still boasts over 2.5 million members and growth of nearly 200,000 new users per day.
  • More importantly as a marketing opportunity, LinkedIn is sticky with over 200 conversations  and nearly 8000 searches per minute.
  • Best of all, firms find 3X greater visitor to lead conversion on LinkedIn compared with its bigger cousins — Twitter and Facebook.

Increasing engagement on LinkedIn

LinkedIn is a large, engaged network, but are you getting your share of eyeballs?

Is LinkedIn sending enough traffic to your site?

Are you converting the traffic LinkedIn brings you?

If you need some tips to help increase you ROI from LinkedIn, check out this post about using LinkedIn for lead generation.

But, LinkedIn is a business site so, if you’re a consumer products company or work for a B2B company, driving traffic from LinkedIn doesn’t really make sense. So, maybe you’re not on LinkedIn. While it’s true you won’t use LinkedIn for lead generation, you should still have an active profile and build engagement on LinkedIn. Here’s why:

90+% of job search is on LinkedIn

Whether you’re a company who might hire new employees or an employee who might need a job someday, LinkedIn is your central hub. And, don’t wait until you need to hire or need a new job to join — engagement takes time.

Start now and begin building your community. Join groups. Upload content from your website. Be active by commenting in groups and on content posted by others.

LinkedIn as a learning tool

LinkedIn is very different from other social networks. Users have little patience with folks who upload cat videos and they quickly disconnect from folks who send annoying sales spam. LinkedIn recently experienced an uptick in spam that present fraudulent opportunities (offers to lend money, notifications that you’ve received money, etc) like those that plague email. I think the trend is declining as LinkedIn does a good job of eliminating these accounts.

While you won’t find LinkedIn as much fun as Facebook, you’ll learn a lot and have the opportunity to establish yourself as an influencer.

Pulse, a new feature of LinkedIn, is a one stop shop for professional news and updates. Here’s what LinkedIn had to say when they launched Pulse in Nov. 2013:

Pulse and LinkedIn technology have been fully integrated to offer a more relevant news experience with content tailored to your professional interests both on the Pulse app and on LinkedIn.com. This is just the first step of many we will be taking to ensure you’re getting a consistent and seamless content experience that is tailored to you. Starting today, LinkedIn Pulse will become the main vehicle for our social news experience across mobile and desktop and will replace LinkedIn Today.

Of course, LinkedIn added Pulse as a way to make LinkedIn stickier, and it’s working. Now, average Joes can publish long-form content (just like a WordPress blog) and it gets folded into Pulse, making it a great tool for users wishing to gain a reputation as an influencer in a particular field.

Connect for real world networking

When I travel for business, I hate eating alone and love to meet new people. I use LinkedIn to let my network know where I’ll be and invite them to meet me in person for coffee, a meal, or just to chat. I’ve met some really great people this way and built a loyal network from folks I’ve met in person.

  • Loyal network members become brand advocates; sharing my content across multiple social networks and driving their followers to my website.
  • Folks I’ve met through LinkedIn have recommended me for speaking gigs or introduced me to potential clients.
  • Interactions with my LinkedIn connections generates lively discussions that often turn into content marketing ideas.

Your turn

Let me know how you’re using LinkedIn as a business professional — either for your brand or to market yourself.

Need help?

We welcome the opportunity to show you how we can make your marketing SIZZLE with our data-driven, results-oriented marketing strategies.  Sign up for our FREE newsletter, get the 1st chapter of our book – FREE, or contact us for more information on hiring us.

Hausman and Associates, the publisher of Hausman Marketing Letter, is a full service marketing agency operating at the intersection of marketing and social media.

 

linkedin engagement

 

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6 Rules to Rock LinkedIn For Lead Generation

linkedin for lead generation
Top 5% of LinkedIn

Mark Lerner, from Octopost, sent me this infographic a few weeks ago and I promised to share it with you because I live the value of LinkedIn for lead generation.

And, I guess I’m not doing so badly — looking at the message I got from LinkedIn recently.

Today, I thought I’d share some strategies I find work best when using LinkedIn for lead generation.

LinkedIn for lead generation

LinkedIn suffers because it’s just not as sexy as Facebook or Twitter — you don’t sit on it all day sharing angry cat memes or trashing celebrities and athletes. No, LinkedIn is decidedly stodgy by comparison; resulting in far fewer users than other social networks.

Overlooking LinkedIn is a major mistake; however. That’s because LinkedIn is where business happens online. Recruiters love the job search tools on LinkedIn that allow them to track candidates and find talent, according to Bloomberg. Job listings account for some $138 Million of 2012 revenue for LinkedIn.

LinkedIn’s major strength is its ability to help generate and cultivate leads.

In preparing this post, as I always do, I searched published posts and news articles related to using LinkedIn for lead generation. What I found was particularly thin, compared to the vast array of articles available on using Facebook and Twitter. I did find interesting lists of LinkedIN actions on Social Media Examiner, Small Biz Trends, and Hubspot.

Here’s my strategy for using Linked for lead generation:

Profile:

Obviously, you need a profile, but you need a profile supporting your lead generation efforts, not just any profile.

  1. make sure you complete the entire profile — yes I know this is a lot more time-consuming than on other social networks. You can import your resume (on vitae, in my case) to reduce the time necessary.
  2. ensure you make good use of the section below your name by using keywords. Notice mine doesn’t tout my position (which has its own place), but is loaded with keywords and my services. If you’re searching for someone to do social media analytics, you’re more likely to find me this way than if I listed my agency name, Hausman & Associates, here. My employment is now listed as current and previous.
  3. fill out your summary and employment sections using active words (and keywords) and highlighting accomplishments, not positions. Remember, online users are very visual, so include powerpoint presentations, videos, and other elements to create visual interest.
  4. Connect to Box or other cloud storage app to automatically bring in white papers or presentations loaded there.
  5. Unless you’re a major business leader, I recommend keeping your LinkedIn profile pretty open. Remember, you’re using LinkedIn for lead generation, so the more folks who can connect with you, the better.

linkedin for lead generation

Join groups

Notice on the infographic below, groups convert at higher rates than other places on LinkedIn. But, that’s not the only reason for joining groups.

  • Groups give you opportunities to connect with leaders and potential customers in your industry
  • Groups provide discussions that keep you up-to-date on what’s happening in your industry and allow you to emerge as a leader
  • Many groups are now open which means they can turn up in a Google search
  • You can form your own group and invite leaders and prospects to join in a discussion about your industry
  • Groups enhance your online networking. If you can’t connect with someone directly, likely someone in your group can get you an introduction

Post content

Content is the key to any social media strategy and LinkedIn is no exception. And, just like other social networks, refrain from being salesy in the content posted.

Instead, post content your prospects find valuable — how to’s, news, trends, research. Creating posts that ask questions then sharing the results is a great tool for engaging folks on LinkedIn.

Connect your blog to automatically update on LinkedIn each time you post.

Build your social network

Building your social network is critical for success in using LinkedIn for lead generation. No one “hears” you unless they’re connected (or search for your keywords).

A word of warning, however. Don’t accept LinkedIn’s default invitation. Use hand-crafted LinkedIn invitations that remind the invitee of how you’re connected. For instance,

It was really great meeting you last night at the XYZ meetup. I found you’re insights valuable. Please join my LinkedIn network so we can continue our conversations.

  • The first step in building your social network is to invite your email contacts to join your network.
  • Next, spend some time going through LinkedIn’s suggestions for appropriate connections. I usually spend a few minutes each day working to expand my LinkedIn network.
  • When someone joins your network, you get a list of their connections in the confirmation. I use my connections to further build my network as many are in the same industry and need my services.
  • As you meet folks at events, ask them to join your LinkedIn network.
  • Ask folks you meet in group discussions to join you.
  • Sign up for LinkedIn premium. Premium allows you to send invitations to users you’re not already connected with — either through offline networking, group membership, or existing connections. My admin goes through a list of folks based on desired keywords, positions, location, and company size and sends invitation requests.

 Influencers

Using LinkedIn for lead generation also involves engaging influencers. Just because someone joined your network, doesn’t mean you have the right to spam them, which is a growing problem on LinkedIn. Some users refrain from accepting any invitations coming from someone with “sales” in their profile. As complaints grow, expect LinkedIn to strongly enforce its terms of service that prohibit spam. Act proactively by avoiding spam or your account may be suspended.

When you find good prospects, invite them to connect then share great content with them. If it’s a good fit, they should come to YOU, rather than you having to go to them.

Rule #1: Don’t look stupid

If you decide to approach them, be sure to do your homework. Read about the prospect and his/ her company — what’s their business philosophy? What problems do they face? How can you help them with their problems? It always amazes me when I get an email offering to help with my social media or SEO — really? That’s what I do. Why would I hire YOU?

Rule #2: Provide value

Solve their problem. And, be specific about how you solve their problem.

Rule #3: Include an ask

Be sure to include instructions about the response you expect. Should the prospect call a sales rep? Should they sign up for your newsletter? Should they accept an appointment.

Rule #4: Soft close

I’m a big fan of the soft close, but I think it’s particularly appropriate when contacting someone on LinkedIn. Pushy sales tactics just don’t work on social networks.

Rule #5: Don’t become a pest

Continued emails (inmail in LinkedIn parlance) are annoying. Before you contact a prospect, figure out the strongest approach strategy (see Rule #1). Likely you can only expect 1 ask, so make it count. That may mean spending some time cultivating the relationship before making the approach. A good strategy might involve joining groups the prospect actively uses. Post valuable content to these groups or engage in discussions on the content posted by the prospect rather than continuing to email the prospect.

Rule #6: Flattery gets you everywhere

Maybe this is just a corollary to Rule #5, but everyone loves flattery and few get offended when you praise their efforts. Keep up with what your prospects are doing and send them a congratulations when they have a birthday, get a promotion or new job, or have a work anniversary (LinkedIn actually helps by sending you emails about these events). Go beyond this to read press about your prospects and send a quick email when they do something worthwhile.

Need Help?

Whether you need a complete content marketing strategy or some consulting to help you use LinkedIn for lead generation, we can fill your digital marketing funnel or  developing a content marketing strategy that matches your needs. We can help you do your own social media marketing better or do it for you with our community managers, strategists, and account executives. You can request a FREE introductory meeting or sign up for my email newsletter to learn more about social media marketing.

 

 

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Marketing Jobs – September 9

Marketing Jobsmarketing jobs

This is the first week we’ve seen the new jobs listing come out at Howard University.  A very nice group of marketing jobs available to Howard students, as well as other qualified marketing individuals.  Howard students interested in marketing jobs should register with CPD.  Others interested in these jobs should contact the company directly.

Looks like social media marketing is still a powerful need among companies.  If you’d like to learn more about social media marketing, please sign up for our email newsletter.

 

Internships & Part Time Jobs

Corporate Relations Intern

Heineken USA
Deadline: 8/31/2012

Digital Media Intern

Telecommunications Industry Association
Deadline: 9/10/2012

Development & MarketingIntern

Society for Neuroscience
Deadline: 9/13/2012

Customer Business Development (Sales) 2013 Summer Internship

Proctor & Gamble
Deadline: 9/19/2012

Associate, Relationship Management Team

Moody’s Corporation
Deadline: 9/26/2012

Business Development Intern

AARP Foundation
Deadline: 9/29/2012

Jane Carter Solution On Campus Brand Ambassador

Jane Carter Solution
Deadline: 9/29/2012

Retail Account Management Intern

T. Rowe Price  Associates
Deadline: 9/29/2012

PBS Fall Internship

Public Broadcasting Service (PBS)
Deadline: 9/29/2012

Facebook Public Policy Externship

Facebook
Deadline: 10/5/2012

Sales Summer Associate

Coca-Cola
Deadline: 10/12/2012

Video/Audio/ Writing/Social Media @

NSF National Science Foundation
Deadline: 11/21/2012

Marketing Associate

POPVOX.com
Deadline: 12/17/2012

Communication and Training Internship

Coalition for Nonprofit Housing & Economic Development
Deadline: 8/1/2013

Full-Time Marketing Job Opportunities

 

Senior Public Relations Assistant

American Bankers Association
Deadline: 8/26/2012

Marketing Specialist

MARSH USA
Deadline: 8/31/2012

Social Media Intern

The Gbomai Bestman Foundation
Deadline: 9/1/2012

Associate Business Development Consultant

Oracle Corporation
Deadline: 9/15/2012

Marketing Retail Management Program

Gap Inc.Deadline: 9/19/2012

Intern, Media & Marketing

Society for Human Resources Management
Deadline: 9/21/2012

Sales Leadership Associate

Coca-Cola
Deadline: 9/28/2012

DC Publications Assistant/ PT Receptionist

Arnall Golden Gregory LLP
Deadline: 9/29/2012

FINRA Extern – HR

Diversity and Work Life Financial Industry
Regulatory Authority
Deadline: 10/6/2012

Entry Level Technology Consulting Analyst

Accenture
Deadline: 10/6/2012

Sales & Marketing Representative

CAN Insurance
Deadline: 10/15/2012

Advertising Sales Account Coordinator

New York Post
Deadline: 10/31/2012

Marketing Associate

The Advisory Board Company
Deadline: 11/20/2012

Strategist, Digital & Social Media

WRNN-TV
Deadline: 02/17/2013

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Marketing Jobs: Eli Lilly, Enterprise, WTNN-TV

marketing jobsMarketing Jobs for the week of April 22

Here are the marketing jobs available for this week — some are part time positions or internships, others are full time marketing jobs.

If you’re a Howard University School of Business student, please use the associated marketing job number and contact CPD for more information about the job opening.  If you’re not a Howard student, these marketing jobs are still available to you. Simply contact the firm for more information about the job opening or to apply for the listed marketing job.

Good Luck!

 

Internships & Part Time Jobs

New positions highlighted
NACELINK:  https://howard-csm.symplicity.com

Full Time Communications Intern for Campaigns Division

Deadline: 04/27/2012

Nacelink ID: 2135822

Special Events Coordinator & Building Assistant

Carnegie Institution for Science

Deadline: 4/30/2012

Nacelink ID: 2136977

Product Marketing Intern

GXS

Deadline: 4/30/2012

Nacelink ID: 2136281

 

Brand Ambassador

Crime Museum

Deadline: 04/30/2012

Nacelink ID: 2135318

Marketing and Media Internship

Arts & Kraphts Galleries

Deadline: 5/4/2012

Nacelink ID: 2136918

Kmart Retail Management Intern

Sears Holding Co.

Deadline: 05/05/2012

Nacleink ID: 2132911

Sears Retail Management Intern

Sears Holding Co.

Deadline: 05/05/2012

Nacelink ID: 213912

Summer 2012 Internship

Simon and Schuster

Deadline: 05/07/2012

Nacelink ID: 2135441

Marketing Intern

Diaspora Dance

Deadline: 4/23/2012

Nacelink ID:  2136452

Marketing and Outreach Intern

Divine Chocolate

Deadline: 4/26/2012

Nacelink ID: 2137011

Social Media Team Leader

Oikocredit USA

Deadline: 4/27/2012

Nacelink ID:2136258

Summer 2012 Marketing/ Licensing Intern

Hearst Magazine

Deadline: 5/10/2012

Nacelink ID: 2136971

Institutional Fixed Income Sales & Trading

U.S. Sterling

Deadline: 5/12/2012

Nacelink ID: 2137038

Intern – Brand and Creative Marketing

American Red Cross

Deadline: 5/12/2012

Nacelink ID: 2137028

Editing Coordinator

Federal News Service

Deadline: 5/13/2012

Nacelink ID: 2137041

Marketing Intern

Consumer Electronics Association

Deadline: 06/30/2012

Nacelink ID: 2135856

National Geographic Channel Programming Intern

National Geographic Channel

Deadline: 06/1/2012

Nacelink ID: 2136413

Communications Intern

National Association of Railroad Passengers

Deadline: 5/25/2012

Nacelink ID: 2136912

Marketing/Social Media Intern

The Campus Companion

Deadline: 05/19/2012

Nacelink ID: 2136295

Population Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132357

Climate & Energy Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132354

Online Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132358

State of the World 2012 Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132355

Market Research Intern

Consumer Electronics Association

Deadline: 5/30/2012

Nacelink ID 2136298

Vital Signs Online Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132356

Marketing Intern

Pepco Energy Services

Deadline: 5/31/2012

Nacelink ID: 2135024

 

 

 

 

 

 

 

Full-Time Opportunities
New positions highlighted
NACELINK:  https://howard-csm.symplicity.com

Associate, Marketing & Development

Orr Associates, Inc.

Deadline: 4/28/2012

Nacelink ID: 2136534

Entry-Level Business Manager

National Security Agency

Deadline: 5/25/2012

Nacelink ID: 2136985

Program Associate – Aspen Partnership

The Aspen Institute

Deadline: 5/25/2012

Nacelink ID: 2136617

Management Trainee

Enterprise Rent-A-Car

Deadline: 05/30/2012

Nacelink ID: 2134120

Marketing Associate

Direct Marketing Educational Foundation

Deadline: 6/1/2012

Nacelink: 2136350

Branch Manager Trainee

Hertz Corporation

Deadline: 6/30/2012

Nacelink ID: 2136870

Consultant-Communications

Eli Lilly

Deadline: 7/11/2012

Nacelink ID: 2137000

Sales Representative

Aspire Consulting

Deadline: 07/31/2012

Nacelink ID: 2134177

Social Media Intern

The Gbomai Bestman Foundation

Deadline: 9/1/2012

Nacelink ID: 2137064

Strategist, Digital & Social Media

WRNN-TV

Deadline: 02/17/2013

Nacelink ID: 2135747

 

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Marketing Jobs: Sales and Marketing Jobs

marketing jobsHere’s this week’s list of marketing jobs. As always, this list comes from the Howard University School of Business, although jobs are open to all applicants.  If you’re a Howard student, contact CPD or visit their website.  For interested applicants not affiliated with Howard University, you can apply or get more information about these marketing jobs by contacting the company directly.

Good luck!

Internships & Part Time Jobs

New positions highlighted
NACELINK:  https://howard-csm.symplicity.com

Social Media/Multimedia Intern

General Services Administration

Deadline: 02/29/2012

Nacelink ID: 2133990

Summer Marketing and Communications Internship

LivingSocial

Deadline: 03/01/2012

Nacelink ID: 2135378

Communications and Marketing Summer Intern – Unpaid

Federal Trade Commission

Deadline: 03/02/2012

Nacelink ID: 2135587

Communications Assistant Intern – Nonpaid

Pension Benefit Guarantee Corporation

Deadline: 03/15/2012

Nacelink ID: 2135684

USCC Intern

US Composting Council

Deadline: 03/17/2012

Nacelink ID: 2135730

Internship

Capitol Consulting Group

Deadline: 03/17/2012

Nacelink ID: 2135802

CBCF Congressional Internship program

Congressional Black Caucus Foundation

Deadline: 03/19/2012

Nacelink ID: 2135702

Full Time Communications Intern for Campaigns Division

Deadline: 04/27/2012

Nacelink ID: 2135822

Brand Ambassador

Crime Museum

Deadline: 04/30/2012

Nacelink ID: 2135318

Digital & Social Media Marketing Intern

Times Square Alliance

Deadline: 04/10/2012

Nacelink ID: 2135470

Kmart Retail Management Intern

Sears Holding Co.

Deadline: 05/05/2012

Nacleink ID: 2132911

Sears Retail Management Intern

Sears Holding Co.

Deadline: 05/05/2012

Nacelink ID: 213912

Summer 2012 Internship

Simon and Schuster

Deadline: 05/07/2012

Nacelink ID: 2135441

Online Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132358

Population Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132357

Climate & Energy Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132354

State of the World 2012 Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132355

Vital Signs Online Media and Communications Intern

Worldwatch Institute

Deadline: 05/30/2012

Nacelink ID: 2132356

Marketing Intern

Pepco Energy Services

Deadline: 5/31/2012

Nacelink ID: 2135024

 

 

 

Full-Time Opportunities
New positions highlighted
NACELINK:  https://howard-csm.symplicity.com

Communications Position

Brown-Forman

Deadline: 02/24/2012

Nacelink ID: 2135203

FT/PT Sales Associate – Saks Fifth Avenue

Saks Fifth Avenue

Deadline: 02/24/2012

Nacelink ID: 2135640

Hearst 2012-2013 Sales Training Program

Hearst Magazine

Deadline: 02/29/2012

Nacelink ID: 2135631

Advertising Sales Account Coordinator

New York Post

Deadline: 03/02/2012

Nacelink ID: 2134093

TV Sales Assistant

Katz Media Group

Deadline: 03/14/2012

Nacelink ID: 2135634

Television Sales Assistant – Millennium TV

Katz Media Grouo

Deadline: 03/14/2012

Nacelink ID: 2135636

Territory Manager – Northern California & Nevada

Bishop-Weaver Corporation

Deadline: 03/16/2012

Nacelink ID: 2135739

International Media Sales (Work Abroad)

The European Times

Deadline: 03/27/2012

Nacelink ID: 2135767

Outsides Sales Representative

McDonald Group

Deadline: 03/31/2012

Nacelink ID: 2134036

Brand Marketing Associate

Capital One

Deadline: 03/31/2012

Nacelink ID: 2133612

Management Trainee

Enterprise Rent-A-Car

Deadline: 05/30/2012

Nacelink ID: 2134120

Sales Representative

Aspire Consulting

Deadline: 07/31/2012

Nacelink ID: 2134177

Strategist, Digital & Social Media

WRNN-TV

Deadline: 02/17/2013

Nacelink ID: 2135747

 

 

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