Join Garrick Chow for an in-depth discussion in this video Best practices for finding leads and clients on LInkedIn, part of Growing Your Small Business with LinkedIn.
- [Instructor] The good news for business owners is that when you learn how to utilize and leverage LinkedIn's powerful tools and techniques, you're tapping into one of the best client acquisition platforms available. Let's discuss several best practices for using LinkedIn's built-in data collection for developing and refining your client acquisition efforts. We'll talk through three specific points, demonstrating your expertise, strategic outreach, and leveraging profile data. First, let's focus on demonstrating your expertise. Beyond knowing, liking, and trusting you, your prospects must be confident that you possess the skills, knowledge, and experience to solve their problems.
You can prove that through the LinkedIn platform in the following ways. One, showcase your best work. Have you authored a book, created an innovative product, crafted an informative white paper, designed an awesome website, or collaborated on a successful project? Share it or link to it on your LinkedIn profile, so the prospects can see firsthand the quality you can produce. Two, comment on content that's valuable to your prospects and clients. By sharing your experience, knowledge, and advice through comments on blog posts, videos, and other shared content, you position yourself as a trusted resource who understands the industry and is happy to provide value whenever you can.
Three, create content that's valuable to your clients. Your prospects and clients have one primary concern, finding the solution to their problem. So by creating white papers, e-books, infographics, and blog posts that engage, educate, and entertain prospects and clients, you differentiate yourself and your business. Number four, share videos. Take advantage of the engagement power of video to give short product demonstrations, simplify a complex topic, give a behind-the-scenes sneak peek at your business, or simply showcase your brand personality.
Prospects and clients will enjoy seeing your solutions in action and they'll remember your business. Next, develop a strategic outreach plan. Your time and resources are limited, so it's important to be as strategic as possible in laser-targeting your marketing activities toward the right people at the right time. Here are a few of the key components we recommend adding to your strategic outreach plan. First, clarify with whom you wanna do business. You can't target your perfect clients until you know exactly who they are. You don't have the time or budget to market to everyone, so by narrowing your focus and clarifying your best prospects, you improve your marketing effectiveness.
You do this by getting as specific as possible. We recommend creating a complete persona, buyer's profile, or customer avatar that includes your ideal client age, gender, job, income, preferences, and pain points. This gives you a clear picture of exactly who you're crafting your marketing message to. Second, follow relevant individuals and companies on LinkedIn, because you'll wanna keep your finger on the pulse of what's happening in your industry, stay up-to-date on what the thought leaders and influencers are doing, and stay abreast of the latest trends.
Third, develop a system for making relevant connections on a regular basis. As a business owner, it's easy to get consumed with running the business and neglect making the connections you need to meet your goals. One way to tackle this problem is to set aside a specific time, say, once a week, that's dedicated to reaching out to and following up with connections. Don't try to squeeze this in during hectic times when it's likely to get pushed aside. Carve out a clear date and time when you're able to sit down and focus exclusively on making connections and nothing else. Number four, pay attention to LinkedIn's People Also Viewed sidebar.
The People Also Viewed feature is a box positioned along the right sidebar that shows other LinkedIn member profiles that viewers of your profile have also viewed. Those connections could be people who are potentially important to your business, so they might be worth checking out to see if they warrant an invitation to connect. Number five, reach out to prospects who are new in their roles. When people change jobs or take on new roles, the people in businesses they need to network with may change as well. This is an opportunity for you to introduce yourself and your business, while demonstrating the value you provide as they're settling into a new role.
For example, let's say you discovered a prospect is in a new role as a marketing director. By connecting with them as soon as possible, you can position yourself as the person they think of first when it's time to purchase products and services for the marketing department. Number six, browse users who have interacted with your posts. These LinkedIn users are great prospects to explore making new connections with as they've already read and commented on your content. They'll likely view you as a leader in your industry, so they'll probably welcome an invitation to connect, which opens up a new batch of second-degree connections to browse and potentially connect with as well.
Next, let's take a look at the ways you can leverage LinkedIn profile data and member behavioral information. LinkedIn provides a wealth of data to its members and tracks certain behavioral metrics, which can provide insights for guiding your marketing and networking activities. With that in mind, here are two to keep an eye on. First, who has viewed your profile. Take note of the companies and the job titles of people who come across your profile. Are these members quality prospects for your business or potential referral partners? If the answer is yes, you can gather information about them from their profiles to assist you in making personal and meaningful connections.
If you determine you'd like to have them in your network, now's the perfect time to reach out and connect. There's no need to mention that you know that they'd recently viewed your profile, as it's probably obvious to them. Simply introduce yourself and invite them to connect. Next, pay attention to the number of searches you show up in each week. LinkedIn tracks how often your profile comes up when members conduct searches, likely based on your industry, products, services, job title, or the keywords in your profile. A good question to ask yourself is, am I showing up in the searches I wanna be found in? If so, you may wanna add more relevant keywords to your profile to make it easier for the right people to find you.
If you find you're showing up in searches that are not relevant to the solutions you offer, this means your profile doesn't include the keywords your prospective clients use when thinking about a business like yours and an update to your profile is probably needed. By taking note of your LinkedIn activities in a given week and correlating them to the upward or downward shifts in weekly search results, you can better identify the best tactics for getting more search results for your profile.
- Optimizing your LinkedIn profile
- Building your brand
- Creating a strong network
- Networking like a pro
- Turning leads into clients