You can see them just up ahead, glimmering in the social media sun like gold nuggets—your potential clients. You may know who you wish to target, but how do you entice them to get to know you…without fruitless cold-calling and a potentially obnoxious hard-sell?
Social networking allows you to establish camaraderie and build a rapport, literally from scratch, without ever leaving your desk. It’s never been easier to get in front of your dream client…if you know how to leverage the power of LinkedIn.
Grab Your Prospecting Pan…We’re Going IN!
During the gold prospecting days of the 1800s, the gold pan was the tool of choice, used to sample the soil to find the richest areas. But a pan was only a pan if you didn’t know how to use it correctly. The skilled prospector had to shake the pan just so, to allow gravel to slough away, revealing any valuable gold nestled beneath.
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Fast forward to 2010. You are the prospector. LinkedIn is the gold pan… excellent for prospecting, but only if you know how to shake away the time-wasters and find the gold… people who are looking for your products and services.
How do you demonstrate your value? By optimizing your profile. Here are four ways to make your profile work for you:
- Tagline: Found right under your name on your profile page, the ‘tagline’ tells people what you do, who you are, and the value you provide.
- Web links: Link to your website, blog or articles to show, not tell, what you’re all about. Perception is reality, right? Don’t make people dig for what they want to know. Put it out there where they can easily see it.
- Summary: Tell your story! Let your potential clients know who you are, how you can solve their problems and what differentiates you from the competition.
- Recommendations: Satisfied clients will tell your story many times over, and more effectively than when it comes from you. Let others sing your praises.
Bring Home the Gold
You’ve got the right pan. You’ve shaken and sifted and sampled the soil. Now it’s time to bring home the gold! Social networks like LinkedIn are great for prospecting, establishing common ground and starting wonderful business relationships. Of course, not every pan-full will yield gold, but like the prospectors of old who hiked to the hills day after day to make that one valuable find, don’t give up. With time, patience and perseverance, fields of gold can be yours.
Victoria Ipri is CEO of Ontogeny, Inc., a full service Internet marketing firm with an emphasis on copywriting and social media. She welcomes your questions and comments about optimizing your LinkedIn profile. Look around the Green Buzz Agency Blog for her other excellent articles on Linkedin.
Feel free to send an invite to connect with members of Green Buzz Agency on Linkedin: Sara Evans, Jennie Nowers, Tod Plotkin, Brittney Grove, and Jennie Ryon. Or join the Green Buzz Agency Linkedin Group.
Nearly every day, someone asks me, “What’s the best way to get started on LinkedIn?”
Most articles on this topic begin by spouting the ‘steps’ to connecting with others.
I’d like to begin even earlier in that process and talk about you.
Remember how Mom used to say, “Just be yourself and people will like you!” or “If you can’t say anything nice, don’t say anything at all”?
Mom was way ahead of her time.
The real question isn’t, “What’s the best way to get started on LinkedIn?”, but “What’s the best way to prepare myself to get started on LinkedIn?”
You’ve probably heard or read quite a bit about authenticity, transparency and integrity; three key elements to social media success. But can displaying these qualities actually make a difference?
Very simply…absolutely. For anyone looking to really connect on LinkedIn, here’s the starting point. LinkedIn (in fact, social media in general) is about people…helping, sharing and connecting. If your neighbor’s lawn mower breaks down and he or she asks to borrow yours, you’d likely say yes, because the two of you have a relationship. You also inherently recognize your neighbor will return the favor, or perhaps another type of favor, if you asked. If a total stranger were to knock on your door with the same question, you’d likely say no and immediately think, “The nerve!”
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A genuine, authentic approach to connecting with others is vital. Wrap your brain around this ‘helping’ attitude before you begin. If potential LinkedIn connections smell ‘a pitch’, you’re done before you start. No pitch should be necessary when you’re connecting on a deeper level that says, “Let me help you, just because I can.”
How can you help? Be you; be real; don’t falsify who you are. Get involved in and create stimulating, informative valuable discussions others can debate generally, or post your comments and thoughts more privately within groups you have joined.
As people begin to know and trust you, lead generation will begin. This is a two-fold process:
1) As you listen to the real needs of others, you help solve their challenges.
2) When you give help, you get help in return.
I often joke that I keep my expectations low; therefore, I’m never disappointed, but often delighted. It’s not much of a joke, because it’s true. Relationship building takes time. That connection may blow you off with a polite comment today, but may be knocking on your door tomorrow, because you’ve taken the right steps to remain top of mind.
Social media is a marathon, not a sprint. Wishing for it to move faster isn’t going to make it so. You’ve got to do the legwork required. Over time, you’ll be glad you did, as your online reputation and credibility grow.
Interact at an authentic level with everyone you meet, and watch the real magic happen.
Victoria Ipri is CEO of Modello Media, Inc., an e-marketing strategy firm based in suburban Philadelphia, PA. She welcomes your questions and comments on this forum, or contact her directly at: ModelloMedia@gmail.com
Feel free to connect with the newest members of Green Buzz Agency Marketing department on Linkedin: Jennie Nowers, Brittney Grove, Jared Lee, and Jennie Ryon. Or join the Green Buzz Agency Linkedin Group.
