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.