A short guide for those struggling with LinkedIn or other
social media for business – Let’s start again
Over the past year I’ve noticed more and more businesses
are recognising the potential in Linked-In and other social media as part of
their marketing mix – but how many actually know how to use them properly?
Whilst there's been a shift in the number of businesses
using LinkedIn and other social media, many are still confused as to its actual
use and value in generating new business – many hear of success stories, few
reap the rewards for themselves.
First let us understand where this shift comes from. When
social media first launched we all sat starry-eyed at the ability to connect,
on a social level, to anyone anywhere in the world. Old friendships were re-kindled and our
social circle was no longer restricted to those we actually saw and interacted
with on a daily basis.
With this excitement came the need, for some, to build
the biggest networks possible. The thinking was that the bigger the network the
better connected someone would be. It's now become, "look how popular I
am!"
When business social networking joined the party the same
principles were applied. We just connected with as many people as possible in
the hope that, at some point, just being connected might lead to new business
one day . Occasionally useful things get posted too, but it's not consistent
enough to warrant long-term interest – for most of us.
Let’s be clear: we can only effectively manage a certain
number of relationships at any one time, so the value of Linked-In and other
social media is not about the size of your network, it is about the quality of that network. It’s about how well
you engage with people, and how well you grow and develop the relationships.
Social media is a tool to start relationships, a place to
engage business contacts and prospects and to act as a catalyst to a physical business
relationship. It won’t ever replace
traditional forms of marketing—the phone call, the 1-2-1 meeting, networking or
the sales pitch—but it will compliment them.
We can use social media to actively and passively engage
our prospects, by offering them something of value, in effect becoming a
virtual resource.
If I was starting
out on LinkedIn today, here's what I would do:
Firstly complete your profile—all of it! An incomplete profile will lose engagement in
a second, and you only have one chance to make a first impression.
Once you're properly represented by your profile, make
contact. Connect with your suppliers, your clients, your good business contacts
and good friends who may be in business but not necessarily in a similar field.
These people could be your influencers.
Start to post about your business speciality. That could
be interesting or informative articles, discussions, tips, thoughts, pictures,
videos or links that relate to what you do or the service you provide. The balance you’re looking for is 85% telling
and sharing and 15% selling.
Many struggle when it comes to what to post, but here
lies an opportunity to do something fun, Make it slightly unconventional. Engage
and encourage interaction and comment but, above all, make people think.
It doesn’t all have to be serious and direct. Business
social media does have a social aspect! Most of us are happy to develop and
maintain casual business relationships with the contacts we trust and consider
of value to our business… so loosen up a little.
This is however, where it needs a little investment of
time; finding a selection of things to post, or creating your own content from
scratch, will require focus and planning.
Some people are gifted in the ability to write and craft
compelling articles that engage you from the first word. For others, me included,
it’s a struggle and something that doesn’t come naturally, so it takes a little
longer. But, as with many things in life, practice makes perfect, and it will become
easier.
If you’re not a competent writer then that’s fine, you
don’t need to be. You will, however,
need to create short and interesting posts or headlines to 'hook' people to
read the article itself.
In terms of what you share, it can be anything that is
genuinely informative, interesting or useful to your contacts. It doesn't have
to be crafted by you either: it's still useful to share a link to an external
source.
Once you’ve established your basic profile and you have a
number of posts or updates under your belt, it's time to identify and research
your top 20 or so prospects. If you can
see their profile, look at the things they have posted, the groups they belong
to and if they have shared their own comments, thoughts or problems.
This will give you an insight into them, their business
life and perhaps some of the problems they experience - you are looking for an
opportunity to help them.
Inviting prospects
to connect – How?
Here’s where many fail: they simply invite someone to
connect with a standard message that says something like, “Hi, I'd like to add
you to my professional network.” It's
not likely to end well…
A normal reaction from the recipient would be to question
who they are, especially if you barely know them, and probably ignore the
request to connect. In essence, there’s
been no value offered in connecting.
To begin with, see if you are connected through your own network
of contacts, if so, simply ask for an introduction and to open the door for an
invitation to connect.
If there is no natural connection and the prospect is
cold you will need to know their e-mail address, from here you can invite them
to connect through LinkedIn or sent them a normal e-mail which would simply link
to your profile on the site.
Which works best?
Try them both and see for yourself. Here's how I'd make the approach:
“Hi,
I regularly post interesting articles, tips, advice and discussions
that relate to xyz, which I think may be of use/interest to you, now or in the
future. I'd like to connect so that you can be kept up-to-date with all the
latest and relevant information, as well as any important posts that I share
relating to xyz.
You can see some of my recent posts on my profile or click here
to link to my profile page.
I hope you find it useful.
Regards,
Paul K
Will it work every time? Perhaps not, but it will improve
your chances of starting meaningful business relationships.
Of course, this approach relies on making sure you
actually do post interesting and informative information, topics or
articles…but that’s the overriding point.
Your social media profile is a tool to engage and develop
business relationships. To keep prospects engaged, sometimes over a period of
months until they’re ready to buy, you have to be able to add value through the
connection you have with them.
Increasingly and sensibly, people are careful, assessing
the value of the connection before committing to connect. They ask themselves,
"Will this person add value through being connected or simply become a pest
or nuisance?"
Social and business networking are both passive ways to
encourage discussion and interaction with people, but you can make them active:
If someone likes, shares or comments on one of your posts, thank them. Send them a message and begin a conversation.
Who knows where it will lead?
Sure, you may strike-out a few times, but if the quality
of what you share is good, interesting and useful, you will soon start to attract
and engage the right people, conversations will begin and relationships will
develop.
What happens beyond this is down to you.
Social media are tools to engage and start relationships.
They will never replace one-to-one real conversations and other traditional
methods of connecting with prospects. They do now, however have a big part to
play in how these relationships can begin.
Social Media is a journey, when will yours begin?
Good Luck!
