Generating Leads Through LinkedIn

What I find interesting is just how under estimated LinkedIn is. Facebook, Twitter, YouTube get all the hype and attention, while this gold mine quietly sits and grows and grows. My guess is that because it is a professional networking site, it doesn’t have the universal appeal of the others, but a savvy sales and marketing executive knows (or should know) the power of LinkedIn.

Generating more business is everyone’s job at a company, no matter your position. Everyone should not only be a brand ambassador, but also a lead magnet. LinkedIn is primo for the B2B market and even for B2C companies. When one conjures thoughts of vendors, strategic alliances, investors, allies, partners, employees, consultants, and prospects, START with LinkedIn.

Market research reveals that LinkedIn is the first place HR checks when either looking for or vetting a candidate. Statistics reveal that the education and earning levels of members is one of the highest of all the social media properties, with the exception maybe of practice specific sites for lawyers, accountants and the like. Becoming successful is not a result of hard work and smarts alone, it often boils down to "not what you know, it is who you know", and LinkedIn will help you get those valuable connections.

So what can Linkedin do for you and how can you start generating leads?
Before I venture into some of the lead generating activity suggestions, please spend some time on your profile and settings. Make sure your profile is complete, that you are incorporating keywords in your titles and descriptions, and above all, make sure you describe yourself in a way that clearly delivers the value in knowing you!

Step 1: Grow your network

LinkedIn has tools that connect directly with Microsoft Outlook and has the ability to search other email accounts to see who you know already on Linkedin. If you don’t connect your email program, at least perform a monthly check for new contacts in your database for who is on LinkedIn.
Tip: Every time you go to an event carry a small envelope with the date and name of the event. Place all the cards you collect into that envelope and when you get back to your office start reaching out to those people to connect and use a personalized message such as "It was great meeting you yesterday at the ______ event, I would love to stay in touch and see how we might be of service to one another.”

Step 2: Updates

There is a feature much like Twitter and Facebook that allows you to post an update to show up on your profile and in network updates to your connections. Use it wisely.

Step 3: Introductions

Give them, ask for them. The idea of 6-degrees of separation is made apparent on LinkedIn. If there is a contact at a particular company you seek, by searching on LinkedIn you will discover who you already know that knows who you want to know. Introductions make a cold call a warm call, and a faster track to closing a sale.

Step 4: Get Visible

LinkedIn provides updates to members you are connected with. Some people adjust their updates to daily, some weekly, but the point is you should try to find ways to have your name show up in updates delivered to your connection’s inbox. Read on for some suggestions on how to accomplish this.

Step 5: Referrals

Say thanks to someone – a vendor, partner, even a customer – for a job well done or just acknowledging some special talent or skill that had a positive impact. Chances are they will reciprocate. And don’t be shy about asking customers to write a recommendation, but be careful to ask only those who have actually worked with you and can speak to your professional brilliance.

Step 6: Groups

Join groups that are relevant to your business and interests and that you can contribute to meaningfully. Groups where your prospects participate are a good place to start. Much like real life, hanging out with the right people is a solid step toward successful connections.

Step 7: Books

LinkedIn provides the opportunity to mention what you are reading or have read with a short blurb regarding the book. I could write volumes on why this is a pivotal tool, but for now just let me say that sharing this information is a really good idea.

Step 8: Events

The events feature on LinkedIn lets you browse what is happening and in some cases, people will actually mention what event they are attending. You might just find the person you are trying to meet will be at an event in your area.

Step 9: Slideshare

This tool has expanded to not just powerpoint decks, but now also includes video and other documents. This is a great way to show off some of that industry-specific knowledge that no one knows you have.

Step 10: Blogs

LinkedIn can automatically pull in your blog posts. If you would like to grow your reader base, or just keep your contacts in the know with the great material you are providing through your blog, don’t forget to activate this feature.

Step 11: Twitter

Ugh. Yes, Linkedin will allow you to stream your tweets into your profile. I say "ugh" because I caution you as this can become annoying. I am not a fan of this feature because I find it clutters the page as most tweets are inane at best, and often times out of context and offer no real value. Each person is different and it might work for you, but I would exercise caution here.

Step 12: Saved Search