LinkedIn as a Powerful Business Tool

Barb Hendrickson
Visible Communication

By now, I believed that everyone has figured out that LinkedIn is a powerful business tool…but I was just at a conference and find that it isn’t true at all.

Many people have a profile and have even filled it out fairly completely — but then what?  They’re at a loss as to how to use it. Here are just some of the ways in which you can use LinkedIn in your business:

• LinkedIn is the way we network virtually now. Apparently uniquely American, the first thing we ask each other is, “So what do you Do?” You are prepared for that question at networking events; some of us even have “elevator pitches.” Why leave that off of your LinkedIn profile?  Tell FIRST in the headline, what you do (not your title, not your position in the company but what do you DO? For example, you want to be a Gerontology Specialist and President of XYZ Healthcare. You want to be a Bankruptcy Attorney and Partner at ABC Law.) When people search, they don’t look for titles (unless they’re trying to sell something only to Presidents, etc. and who needs that?), they look for a capability or specialty. Think what people are likely to search for when they’re looking for someone who does what you do and make that part of your headline.
• Likewise, when you are looking for something personally (contractor specializing in basements) or professionally (CPA specializing in your type of business) LinkedIn is a perfect place to start.
• Once you have found the people you’re looking for, it’s time to see if you have any contacts in common.  If you do, you can ask that contact to introduce you or you can invite them to link in directly.
• When you invite someone to Link In: PLEASE don’t just send the canned message that LinkedIn provides (I’d like to add you to my network on LinkedIn). If they don’t know you, who’s going to click on that? Only someone that has no idea what they’re doing. ALWAYS delete that stock message and tell the person:a) whether/where you met, b) that you have a contact in common, c) what your interest is in connecting (i.e., I am looking for potential basement remodelers) or d) how you think you can help each other by connecting.
• About Endorsements: My new pet peeve. These are becoming almost meaningless — and DID become meaningless for me once my next door neighbor endorsed me for Brand Development. (They know nothing about my work life….).  You don’t have to click on that big blue box when it appears on your screen. The x at the upper right corner will make it go away, or you can select Skip. If you have not worked with any of those people, please don’t endorse them — they’ll appreciate it. If you have worked with them but not in that capacity, you can change the skill that you endorse. For example, I have a contact that is a CPA but I have never worked with him — we’re on a board together. So when his name popped up, I deleted the skill that LinkedIn suggested (again, just click on the x next to the skill and it will go away), and typed in Board of Directors from the pull-down menu. I then endorsed that skill.
• When you have an appointment with someone new, the first thing you should do is check them out on LinkedIn.  Keep in mind that they are most likely checking out your profile as well, so make sure everything you’d like a customer or supplier to know about you is in your profile. The info there will tell you what you have in common, their education, their background, what companies they’ve worked for, who you might have in common. You’ll go into the meeting armed with all kinds of talking points.
• Although most companies have websites that showcase all of their information, LinkedIn company pages are also a great way to convey additional information about your company, your projects, products and services. Videos and slideshare presentations can be posted there as well. Unlike your website that your customers or prospects must choose to visit, the followers on your LinkedIn company page will see your updates in their email.
• Finally, invest in a professional photo for your profile. Analytics are showing that profiles with photos are viewed exponentially more often than those without one. Don’t use that great shot of you at the bar or on a horse (unless you are the bar owner or the jockey!). Make it a professional shot that supports your image, your company or personal brand.

It’s SO much easier to gather info on a company or prospect now than in the pre-LinkedIn days! Take advantage of it!

Barb Hendrickson is Chief Content Creator & President of Visible Communication in Livonia. Visible Communication focuses on the platforms and strategies that help companies to develop and communicate their marketing messages.  She can be reached at barb@visiblecommunication.com or 734-805-2000 phone.