Some Tips For Getting Traction on LinkedIn

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I’m often asked by colleagues—and sometimes even competitors—where I find my clients. There are probably three primary channels that work best for me: referrals, speaking engagements, and LinkedIn.

I have used LinkedIn myself for a number of years to establish myself as a thought leader in the marketing/digital marketing space and to generate leads and new clients. Many of my clients come through connections I’ve made on LinkedIn, or by showing up in search results from people/companies looking for marketing assistance. I also help various clients use LinkedIn for their own lead generation or thought leadership efforts. For those in the business-to-business (B2B) space, it truly is a valuable tool—if it’s used effectively.

Here are some best practices for those hoping to use LinkedIn as a source of leads:

Clearly identify the audience you wish to reach. LinkedIn is comprised of businesspeople in a variety of industries with a variety of titles. What types of companies do you want to target? What individuals (by role/title) in those companies do you want to target)? Then start building your network by reaching out to people who fit your audience profile.
Post information related to your area of expertise regularly—not just information you’ve created, but also information that you’ve curated through other reputable sources. This is a good way to establish yourself as someone who stays up to date on news/trends that are of interest to your audience.
Join and participate in Groups—you can, and should, join up to 50 groups. This both helps to build your LinkedIn network and also gives you access to information and expertise around topics you are interested in.
Don’t be overly promotional or spammy. Sharing a post saying “here’s what I do” is fine and a good first step in establishing a relationship. Sending posts over and over again attempting to sell your services, asking for a call/consultation, etc., is an overreach and will result in losing connections and potentially even being reported.
Share helpful information. That’s the best way to establish yourself as an expert and to build strong connections with others.

In addition to being a great source of leads, LinkedIn also provides a great opportunity to stay up to date on business trends and issues in your field, and others. It’s far less spammy than some other social media channels and the information shared by thought leaders in various fields is extremely valuable.

It’s a tool I love. How about you? Have you used LinkedIn to build business? Do you have any best practices to share?

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Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)