Join Garrick Chow for an in-depth discussion in this video Case study: Sue Canfield, part of Growing Your Small Business with LinkedIn.
- Sue Canfield uses LinkedIn in a powerful way that strengthens both her online and offline network, and helps her to grow her small business. Sue is the CEO of Ausoma, a social media marketing company that caters to authors. She's used LinkedIn to systematize how she finds and connects with referral partners and new clients. Her strategy involves connecting with relevant LinkedIn members to whom she may refer a new business. Sue looks for professionals with specific skills and requests a connection. She looks for individuals who work in the book industry, editors, ghost writers, publishers, even other book marketers, as well as non-fiction authors.
Often she finds them by looking through the contacts in the industry, of people with whom she's already connected, and the groups of which she's a member. Her goal is to connect and then offer to have a short get to know you phone call, which lasts about 15 minutes. Many of these get to know you calls produce success in one of three ways: one, Sue can refer new business to the person; two, she finds that often her new connections can refer a new business to her; and three, the new connection is sometimes an ideal client for Sue. Sue says, "these brief chats conducted by phone or by skype, help me get to know other people in my industry, and allows them the opportunity to learn more about my services.
Usually after these chats, we both realize we have people we can connect the other with to build our networks. The chats also strengthen any existing relationships. I invite those whom I think would be a good ally in the industry, these would be people that I would want to add to my list of referrals for clients, and who I think might be a source of referrals for me as well." During one of her short calls, a new contact shared many details about her business and Sue was ready to connect her to people in her network. When it came time for Sue to describe the type of business she operates and the client she serves, her new contact immediately had a referral in mind.
Sue made the connection and she closed the new contract. All of this took place in the span of a few short hours. So by using this strategy, Sue finds that everyone wins, because she's able to offer and receive support, simply by reaching out on LinkedIn.
- Optimizing your LinkedIn profile
- Building your brand
- Creating a strong network
- Networking like a pro
- Turning leads into clients