One of the things we love most about LinkedIn is the way that the platform has developed to become all things to all seekers. Some people set up a profile and company page simply to make their business name more searchable on Google. Others use LinkedIn as a recruitment tool, either to seek opportunities for themselves or find suitable employees for their businesses. Other users treat LinkedIn like a loudspeaker for their sales pitches, published sponsored content, company updates, and special offers.
These Uses Are All Valid In Their Own Ways
For instance, a LinkedIn personal profile and company page will raise your Google visibility, will put you in touch with new business opportunities, and will drive traffic and leads to your site and sales revenues to your coffers.
But the real value of LinkedIn for business owners is the way the platform can be used to build and foster relationships with current and potential customers.
This is where the long-term returns from LinkedIn marketing really come into play. Let’s look at the ways in which you can use LinkedIn to cultivate your ideal customers to the point where they make repeat purchases and stay with your business for years.
1. Join Linkedin Groups And Get Active
LinkedIn groups offer businesses a chance to build professional relationships. By joining relevant groups, you can engage with like-minded individuals directly, leading to trust-building, knowledge exchange, and new supplier relationships, partnerships, and direct customers. Active participation in these groups by posting engaging content and interacting with others can also help establish credibility and thought leadership in the industry. Ultimately, LinkedIn groups are a powerful tool for your business to expand your network, stay informed on trends, and form relationships with potential customers and partners.
2. Don’t Ignore Your Existing Network
LinkedIn is a great way to stay connected with your existing contacts, from colleagues and clients to suppliers and business acquaintances. Don’t be afraid to reach out directly and request a connection with someone on LinkedIn. You can even add personal notes when sending your connection requests to show that you care about the relationship. LinkedIn works best if you use it in synergy with your other networking channels, so if you meet people at a real-world or virtual trade event, or through a customer meeting, it’s worth having a look to see if they are on LinkedIn as well.
3. Post Content Regularly To Both Your Personal Profile And Your Company Page
Publishing meaningful content on LinkedIn can help you build relationships with potential clients and other businesses. You should focus on topics that are relevant to your sector and share insights on how to solve various business challenges. Business owners should aim to publish content to both their personal profile and their company page, without ignoring either one. This gives you a well-rounded presence on LinkedIn and makes it easier for people to locate your business during searches.
4. Introduce Yourself
LinkedIn is a social network, so don’t be a wallflower or wait for your customers to seek you out. If a profile catches your eye or you feel the user could add something of value to your business, or you to them, don't hesitate to send them an invitation or message. Introduce yourself professionally and explain why you want to connect. Your reason could be anything from wanting to collaborate on a project together to simply having met them at a conference and you want to continue the conversation, however, make sure that you are genuine, personal, and authentic in your approach.
5. Follow Up On Your Messages, Posts, And Content
Creating a LinkedIn connection is not a one-time event, but an ongoing process and relationship. Once you have connected with someone on LinkedIn, it is important to follow up with them on a regular basis. This becomes especially important once you start building a large number of connections. Schedule time to check in with individual connections and carry out occasional audits of your contact list to determine whether or not certain LinkedIn connections are still relevant to your current needs. This could be through a quick message or email asking how they are or inviting them to an event you are attending. It is also essential that you reply promptly to any messages you receive through LinkedIn and keep the conversation flowing.
6. Network Outside Of Linkedin
LinkedIn provides excellent opportunities for connecting with hard-hitting decision-makers and influencers online, but even in 2023, you don’t grow a business by sitting in front of social media all day. It’s crucial to not forget about the importance of face-to-face networking, lead generation through your website, and your and your company’s engagement on other social media channels.
Next Steps
By investing in your LinkedIn personal profile, company page, and marketing strategy, you can build stronger and longer-lasting business relationships, generate more leads, and make more sales. To find out more about LinkedIn marketing for your business, please call today on 01332 343281.
Image Source: Canva
