Connecting with customers through LinkedIn
By Kirsti ScottLinkedIn is probably the most important online tool in your social media toolbox. It is a great way to showcase information about you and your company, plus it’s a great way to connect with others in your industry or with potential customers. LinkedIn has four basic features that you should use: Profile Pages, Company Pages, Answers, and Groups.
LinkedIn Profile Page
A LinkedIn Profile Page is like an online resumé. You include information about your current and past jobs, your education, links to your website, and as much information as you’d like to share. All of this information appears on your profile page, where people can get to know you better.
To create online conversations using LinkedIn, you can send messages, ask people to join your network, and even ask them to write you recommendations.
Setting up a LinkedIn profile takes only minutes, yet the information stored is easily found by search engines. In fact, LinkedIn information ranks very high in Google search results so your LinkedIn profile page is probably the first result someone will see when they Google your name. For this reason, a LinkedIn profile is one of the most important online pages you should create.
To keep your profile up-to-date, you can change your status, link to your blog, share slideshows through SlideShare, and more — right on your LinkedIn profile page. Your network, plus any customers looking for your services, can learn more about you, send you messages, and connect with you through your LinkedIn profile.
LinkedIn Company Page
A LinkedIn Company Page contains basic information about your company, plus information about employees and their connections. Make sure your company page has a description of your company, addresses, and lists your specialties. The company page provides an overview of your company, who works there, and information about your employee’ connections on LinkedIn.
An important part of your company page is the list of employees. Make sure all employees at your company link to your company page so that their names appear on the list. Through this list, your customers see a list of and can contact you or your employees.
And, be sure to check out the company page of potential clients for a list of employees. You can then find a way to the person at the prospect company that might need your services or products.
Be sure to keep your company page updated with a current description, and link to your blog so the latest news appears on your company page.
LinkedIn Answers Page
LinkedIn Answers let you ask questions and get answers to questions on any subject at all. The questions are asked and answered by LinkedIn members, all on a voluntary basis.
LinkedIn Answers provide a way for you to join in discussions with other people in your industry. You may have questions about best practices in your industry, want a recommendation on a vendor, or ideas on how to get more business. You ask a question and anyone who wants to can answer it.
But, the most powerful use is answering questions in your customers’ industries. You should search for questions that customers like yours are asking, and answer them when you can. Participating in this Q&A process can position you as an expert in your field and connect you with potential customers. Take a few minutes a week to check the Answers page and see if there’s a problem you can help solve.
LinkedIn Group Page
LinkedIn Groups are a way for you to connect with potential customers and your peers online. Groups are created by LinkedIn members and are a way for like-minded people to join in discussions, keep up with issues that are important to them, and learn about events and trends in their industries.
Group discussions are similar to LinkedIn Answers, though discussions and announcements in groups are more geared to the members of a particular group, not a general audience.
If you join the same groups as your customers, you will have a chance to interact with potential clients in an open online forum. You can also opt to have an e-mail with all the current discussions sent to you on a regular basis. You can quickly skim the questions and see if you can help someone out.
For a quick guide to opening a free account on LinkedIn, check out “Getting Started with LinkedIn.”
For information about other social media sites your company should be using, read “Social Media Quickstart Guide — 6 Tools You Need.”
Tags: linkedin, online marketing, social media