My last post showed you how to maximise your LinkedIn profile and how vital it was to do that if you want to attract new customers. But, you can’t just leave it at that. You have to take action. This post is about how to work the room, as it were, LinkedIn style.

LinkedIn is not just a list of business professionals – it’s advertising space. If you don’t use it to attract customers, your competition will.

In the golden era of advertising what was known as the ‘spray and pray’ approach worked. It doesn’t anymore. And there’s no reason to suppose that it will cut the mustard in LinkedIn. Nearly half of the people on LinkedIn are the decision makers, who, while they might have time for golf, don’t have time to hunt you down. You need to be both easy to find and they need to be convinced that acquiring you as an essential connection and business partner is vital to the growth of their company.

The Top 4 Essential Strategies You Need to Action Today on LinkedIn to Attract New Business Opportunities

Essential Strategy No. 1: Be Specific

No one’s looking for a cake-icing, drain cleaning, farrier. They’re looking for someone to shoe their horse. And while you may very well be able to clear drainpipes, shoe horses and ice award-winning cakes, putting all that on your profile will work against you. Your potential new clients are looking for someone who can meet their very specific needs. So, do that - be specific. If your best skill is shoeing horses, then make sure potential customers know you’re the best farrier in the business.
People use social media to talk about themselves or find solutions to their problems. Speak to that. Tell your possible new leads:

• Who you are
• Who you help
• How you can help

 
Essential Strategy No. 2: Have a Website

Unlike other social media platforms, because LinkedIn is set up for business people, it allows you to add links to other sites. Like your website. Potential new customers want to discover more about you before they commit to contacting you. Make sure your website is a great one.

Essential Strategy No. 3: ET Call Client

Another thing LinkedIn does is allow you to export your contacts. It’s important that you do this, as that list is an incredibly valuable business asset. It’s where you can highlight and target potential new leads. This is what I mean by ‘working the room’. Everybody knows somebody, so try and get as many recommendations and introductions as you can. Again, be specific. Wanting to shoe every horse in Africa is great but targeting trainers in the racing circuit will get you more work, more quickly.

But don’t stop with just acquiring connections and introductions. That would be like being introduced at a cocktail party to the head of the South African racing circuit and then just standing there staring at her. Not only is that a tad creepy but you won’t get any new business if you don’t start talking to her. Follow up on the connections you’ve made, especially ones in your industry or the potential clients you’re looking for.

When someone asks to be connected, follow up immediately with both a message and a call to action. Having connections doesn’t mean anything. Being in contact with them does. You’ll only reap the benefit when you turn connections into clients. And always behave professionally.

Essential Strategy No. 4: Stay Updated

Every change you make on your profile will be seen by everyone in your contact list. And that’s great as it keeps you up front and centre stage in your potential customer’s line of vision. So, don’t let your LinkedIn profile stagnate. Keep it updated and fresh. Posting on LinkedIn Pulse is also a good way to garner interest from potential new business leads. And finally, don’t forget those all-important calls to action.


 

What you do know about LinkedIn is that it’s undoubtedly the best site on social media to connect with other professionals in your field. Especially the ones at the top. 45% of the 3.8 million LinkedIn users in South Africa are business decision makers. To make LinkedIn work for you, you need to become their companies next most important team member. But how? This blog is the first in a series to help you do just that.

Getting your LinkedIn profile right is essential.

Although LinkedIn is a social media network, it’s there for business, not socialising. Your profile is important. Get it wrong and your email box will gather more dust than anything else.

5 Crucial Things You Need to Take Care of Immediately

1. Your Head Shot

LinkedIn exists so that professionals can connect with other professionals. It’s a people-to-people platform. And people, especially top level business decision makers, want to see the person they’re dealing with. A logo is a bad idea. So is a boozy pic from a fishing trip. A professional head shot is vital.

1. Your Title

The aim of your title is to ensure that you appear at the top of the search results. Keep witty descriptions of your job title for your website. Here you need to focus on keywords professionals use when searching for people they need. They’re unlikely to type in ‘the Michelangelo of Tax Returns’ when looking for a bookkeeper. A professional, keyword correct title is key.

    2. Your Location

Adding your location will help bring you closer to the top of the search results. It’s unlikely a firm in Cape Town will hire a bookkeeper in Durban. ‘Durban Bookkeeper’ is far more likely to get you positive results than ‘Africa’s Michelangelo of Tax Returns’. Putting your location in your title is essential.

    3. Your Unique Selling Point

Describing yourself as a bookkeeper in Durban isn’t enough. But keep a tight rein on that inner Michelangelo. One of the most important things to remember about social media is, although people may be searching for you, they’re only doing it to find out what you can do for them.
‘Sally McDuff. Durban Bookkeeper for Creative People’ describes what Sally does, where she is situated and who her clients are – which is good.
‘Sally McDuff. Durban Bookkeeper assisting creative professionals experience financial health and well-managed profits’, describes what Sally does, where she is located, who her clients are AND what she can do for them – which is better.
New clients will call when they are convinced you understand both their requirements and their goals. Giving potential new clients a reason to call is critical.

    4. Your Summary
Don’t fall into the error of thinking your LinkedIn profile is all about you. It’s not. It’s about what you can do for your clients. That’s all they want to know. Sharpen your focus – a specific target market, their problems and your solutions. This should not only go in your title but should also appear in the Summary section as well. Spend time getting it right and keep it short; who you are, your personal story and your authority. A powerful summary is important.

     5. Your Call to Action

Book publishers will tell you that a romance novel can only end one way – with a happy ever after. Successful LinkedIn members know that a LinkedIn profile summary also has a mandatory ending – a call to action. You want potential new clients to contact you – website, email, phone call; it makes no difference. But, to do that they need your links, your numbers and the opportunity. Make it easy for them. Telling them what to do next is essential.

Like what you’ve read? Contact me today for copy or website solutions for your company.