5 crucial reasons why all your employees should be using LinkedIn

“9 out of the top 10 brands with the most followers on LinkedIn have at least 60% of their employees on LinkedIn.” – BrightEdge

I was recently speaking with a business owner. He was considering getting his team on LinkedIn. But he was hesitant that they would be poached by recruiters or his competitors.

Despite this he could see opportunity.

The Sophisticated Marketer’s Guide to LinkedIn recently reported that:

“LinkedIn is excellent for new businesses. For example, half of all users are likely to buy from a company they engage with on the platform.”

 

LinkedIn offers businesses the opportunity to increase their influence, business and online reputation.

The key to a successful LinkedIn business strategy is developing a system.

A system that sees your team have quality LinkedIn profiles. One that motivates employees to use LinkedIn regularly. So they know what to do, when and how to do it.

Here are 5 ways that businesses will benefit from developing and implementing a focused LinkedIn strategy:

1. Grow Your Brand Visibility

William Arruda recently shared an article on Forbes that said:

“Employees are 70% more likely to “like”, “share” and “comment” on their employer’s status updates on LinkedIn – making them valuable brand ambassadors that expose company content to their network of contacts.”
This means that if your employees have targeted connections your LinkedIn visibility will increase within your target market. And grow your brand visibility.

TOP TIP: Your company will also benefit when employees add your website link to their contact information. By creating these inbound links to your homepage it will improve your google rankings.

2. Improves Brand Representation

“If you want to go fast go alone. If you want to go far go together.”

LinkedIn for business is a team sport.

As a business, your team member’s LinkedIn profile expresses their personal brand. They are also a reflection of the employer’s company brand. Your employees on LinkedIn are your business brand representation.  The more personal profiles that represent your brand the broader your business reach.

If you can arm your staff with quality profiles and support them to engage with their networks you are helping them to create a positive brand representation.

3. Makes Sales Easier

“57% of the purchase decision is complete before a customer even calls a supplier.” (CEB)

Concise, clear and consistent LinkedIn profiles are even more valuable to businesses in the professional services sector.

It allows potential clients to validate your team members’ internal expertise before engaging with you. A well validated profile can make your sales process easier.

4. Improves Company Engagement

40% of users access LinkedIn every day.

One of the vital benefits of social media is the capacity to portray your business in a more human way. This is achieved when employees interact with your followers regularly, offering face value to the company’s identity.

Externally, your brand becomes less abstract and more human. This allows you to build trust and emotional connections with customers, peers and investors. Creating this “human” brand can only be invented by actual human interaction. If your goal is to be seen as an engaged organisation, team members and their online profiles are instrumental in this process.

5. Champions Positive Culture

Some employers have a policy of “blocking” their employees from accessing Social Media. This can potentially develop a culture of distrust.

Relationships built on treating staff like sneaky teenagers will only make them want to keep the back-door open. Your intentions as employer may in fact be straightforward. Your rules might be based on being more productive during office hours, but the perception of your rules may have a negative effect on team morale

By encouraging employees to keep connected to each other and leveraging the company LinkedIn portal you have the opportunity to create shared values and bonds.

LinkedIn serves as an easily accessible source of information that enable all staff to stay informed. They have the opportunity to be motivated by all company activities based on what different sectors share.
Rolling out and implementing a company LinkedIn strategy may sound overwhelming. But if you focus on the benefits, LinkedIn can improve relationships with your team.

TechRepublic offers the following advice,  “See how it affects performance and morale and then decide whether it’s a perk worth keeping.”

Looking for some more tips on setting out to unlocking the power of LinkedIn?

  • Start with your more engaged team members to set the example and standards of creating/updating profiles and their activity.
  • Integrate your strategy into the onboarding process of new team members.
  • Empower all employees. Offer a development program focused on elevating their personal branding on LinkedIn.
  • Be creative and entice your team to engage by incentivising LinkedIn engagement.
  • Have a social media policy. If you are unsure, there are a number of legal professionals who can assist you with the legal aspects of your social media.

 

Kylie Chown is a LinkedIn Expert. She works with businesses and teams to use LinkedIn to generate leads, get more clients and make sales easier. To find out more you can email her at ua.mo1505931371c.nwo1505931371hceil1505931371yk@ei1505931371lyk1505931371 or phone (07) 3103 2829 .

 

5 ways to get talking to your LinkedIn connections so they want to be your clients.

I work with a lot of clients, teaching them how to position themselves and their business for growth using LinkedIn.

One of the key aspects that I emphasise for all my clients is connecting and engaging with potential clients. This is where you can really drive results and convert connections into quality clients.

LinkedIn offers unique opportunities to move people from leads to customers. But it can be difficult to know where to start.

The first step to generating warm leads on LinkedIn is to create an expert presence.

There is no point in reaching out to engage with potential clients if your LinkedIn profile is not supporting you as an authority in your field.

The keys here are creating a compelling summary and sharing content to create an online presence that demonstrates your expertise. Then, it’s time to begin the conversation.

Here are my 5 steps for helping your LinkedIn connections so they want to be your clients:

1.    Start with a LinkedIn Summary That Conveys Your Value

Before you can communicate with your LinkedIn connections to convert them to customers, your LinkedIn summary needs the right positioning.

As potential customers read your summary, you want them to feel like you understand their problem and can help them solve it. They need to be confident in your skills and expertise to help them achieve a result.

They want to see that you’ve done it before.

At the end of your summary make it easy for prospects to take the next step with you.

2.    Leverage the LinkedIn Feed to Deliver Content That Establishes Your Expertise

When you share content on LinkedIn, focus on the topics for which you want to be known. You can share a mix of your own content from LinkedIn Publisher, as well as content you’ve curated.

The content you write yourself also needs to demonstrate that you’re an expert in your field. Show your LinkedIn connections that you understand them and their challenges.

For curated content, look for articles that your ideal customers will value and add your own opinion or insight. For example, you might share an article about the future of your industry and add your thoughts about what the article has to say. A roundup of popular topics about your field can show prospects you stay up to date and can help them do the same.

Sharing content on LinkedIn has several benefits. With your posts and the comments, you have an opportunity to talk directly to your ideal audience. Sharing content frequently and consistently also helps you maintain visibility in the LinkedIn feed.

3.    Customise LinkedIn Conversation Starters for Initial Outreach

After you have a profile and several posts that position you as a helpful expert in your field, you’re ready to begin communicating with your connections to convert them into customers.

When you start contacting connections, knowing what to say can be challenging.

To help, LinkedIn introduced Conversation Starters, which are scripts that help you begin your message.

You want to use the scripts as a guide. Don’t use the standard messages, which make connections feel like commodities, not customers. You need to personalise your message.

At the moment, conversation starters are only available in the LinkedIn mobile app. To use them, compose a new message, select the person you want to connect with, and then tap the light bulb icon. The conversation starters will appear at the bottom of the screen for you to scroll through.

After you select the conversation starter and customise your message, add a closing to the conversation and send it.

Conversation starters are also great for reconnecting with people you haven’t communicated with in a while. They give you a personalized way to kickstart the conversation.

4.    Monitor Notifications for Special Occasions to Celebrate

People like to be acknowledged and congratulated, and you can use LinkedIn to recognise your connections on special occasions. Occasions are a great opportunity to reach out and communicate with people.

You can see special occasions in your news feed. LinkedIn also provides notifications when a connection has a birthday, takes a new position, or is celebrating a career milestone. To view the special occasions, click the Notifications tab in the upper right.

When you click the Say Congrats button, LinkedIn opens a new message to your contact with a brief starter such as, “Congrats on your work anniversary!” ensure you add a personal message following the starter, to make your message stand out.

5.    Develop Communication To Engage In Conversations

The key to converting connections into customers is to engage them in your internal process. One way to do this is targeted communication.

Your scripts are not content that you copy and paste, sending the same content to every connection.

Think of the scripts more as frameworks to guide your writing. You can develop a series of scripts to help you keep your LinkedIn messages aligned with your goal.

A large number of people have more than 500 LinkedIn connections. This is an untapped resource of potential customers for businesses. By establishing yourself as an authority in your field and engaging in personalised communication, you can convert these potential leads into customers.

 

Thank-you for reading my article. This article was originally published on the Social Media Examiner.

My name is Kylie Chown. I am a LinkedIn Strategist, Coach and Trainer. I help service based businesses get more clients using LinkedIn. I am happy to review your LinkedIn profile and strategy in a complimentary LinkedIn Strategy Session.

During this session, I will identify your goals and give you strategies to achieve them. We will identify how easy it is for your prospects to find you (or not).  We will check to see that your profile is engaging.

We will then map out a plan to help you get more clients on LinkedIn. A plan that takes you no more than 7 minutes a day. I can also answer any questions that you have. To book your session, click here. 

5 ways to increase your LinkedIn visibility using content.

I recently worked with a client who was a business coach. He wanted to stand out on LinkedIn. He asked me, “How do I get more visibility in the newsfeed, without making it all about “look at me?”

We worked through establishing a profile that was search engine optimised, positioned him as an expert, and facilitated connection and engagement.

We then looked at how he could improve visibility and position himself on LinkedIn by creating his own articles. Displaying his expertise.

At first he was hesitant, but he soon discovered there are a number of advantages to regular posts.

When you consider Expanded Ramblings’ report that there are 30,000 long-form posts created each week, the advantages include:

Posts are permanently attached to your profile. The latest three posts are on your LinkedIn profile page. Your posts are located near the top of your profile – prime profile real estate!

Posts are a great way to educate your audience and share your expertise. They are not about “selling”. As my client was consulting to a specific industry, he could write posts that highlighted his expertise in that particular area.

You can grow your connection base and maintain visibility. Your posts will be visible to your network. When those in your network like, comment or share your posts, you will become visible in their networks too.

LinkedIn posts are searchable within LinkedIn and Google. You can also include “tags”, which means your posts can be found using certain search terms.

In search results, your name, headline, photo and the title of your last two posts are visible. A strategically written post will appeal to your ideal audience.

In addition, Smartbug Media reported that 65% of journalists use social media sites such as LinkedIn to conduct research for stories.

There are 2 key elements to an effective and successful social media content strategy. That is consistency and forward-planning.

If it’s easy, it’s more likely to get done!

A recent survey by the Content Marketing Institute reported that:

“84% of marketers who say they are ineffective at content marketing confirmed they have no documented strategy.”

Here are five steps I use for both myself and this client to help them get more visibility in the newsfeed. In less than 7 minutes a day.

REVISE: Planning and revision is key to maintaining consistency. It also means that if your workload increases or you can’t be at work, your social media campaign continues without you. Remember: Consistency is key!

ROUTINE:  Scheduling automated posts allows you to communicate at times when your ideal audience is online. And set a routine.  But we all know that social media is meant to be social. You can use scheduling tools but you still need to be putting time and effort into engaging with your audience online. I see scheduling tools as a resource to support your content management. Not replace it.

REVIEW:  By measuring data you can make evidence-based decisions on your content management strategy. By reviewing your social media analytics, you will be able to adjust your content to meet the needs of your target audience.

REDUCE: Reduce the amount of content by focusing on quality over quantity. Focus on quality pieces that add value as opposed to volume.

REUSE: If you write a piece of content once look at how you can increase its viability by reusing and re-sharing it.

It’s a bit like Bill Gates once said:

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”

Content management can no doubt be overwhelming for business owners. But with the right tools and strategies, it can be both an effective and efficient lead generation strategy.

What difference would it make to your business if 80% of your leads from LinkedIn were generated in less than 7 minutes per day?

If you would like me to help you to attract more leads, build a referral network and help you to be seen as the number one authority and expert in your field, contact me for a free consultation.

In just 30 minutes we can map out a plan to help you achieve your business goals using LinkedIn. Email me at ua.mo1505931371c.nwo1505931371hceil1505931371yk@ei1505931371lyk1505931371 or click here to book today!