How to use LinkedIn to win new business

If you ask people why they are on LinkedIn they will tell you one of three things: they are looking for a job; they are seeking someone to fill a job; or they are making business connections. As a business owner, your mission on this professional social network should be building relationships with potential partners and customers. So how do you use LinkedIn to win new business?

Here’s our advice for SMEs:

Spruce up your LinkedIn profile

LinkedIn is more about the individuals within businesses rather than the business itself. This means you have to work on your personal profile to make sure you send out the right messages.

Give your personal account a makeover using our tips for creating a successful LinkedIn profile.

Tend to your Company Page

Ensure that if potential customers look beyond your personal profile they find a Company Page that is just as impressive. Here’s how to make your LinkedIn Company Page shine.

Once you have a content plan in place for your page, share updates on your own timeline and ask your employees to do the same.

Connect with contacts

Don’t be shy. Send invites to connect with your existing business contacts. This will allow you to see their connections who could be potential business leads too. Knowing you have mutual contacts is also a good opener when you want to make a new business connection.

Also, keep an eye on who has viewed your profile. If it’s someone you haven’t connected with yet then send them an invite. If it’s an existing contact drop them an InMail to say hello. That conversation starter could quickly turn into a business conversion.

Mix up your posts

Using your timeline posts just to boast is boring. Do share your successes but balance this with interesting articles from within your industry to show you are bang up to date.

Be active

Keep an eye on what your connections are doing; then like and comment on their posts. This will help to build your credibility, draw attention to your profile, and strengthen your network. It could also spark a conversation about repeat business or how you can assist with a current project.

Join groups

Join LinkedIn Groups from within your industry or region and join in discussions. Begin by adding to conversations and then start your own. Try not to be over-promotional in groups. Be useful to fellow group members and make new connections with potential business leads.

Go Premium

If the free version of LinkedIn is limiting your ability to connect with new business leads then upgrading to Premium Business might help. This allows you: to see exactly who has been viewing your profile; to make unlimited searches for potential leads; and send up to 15 InMail messages to people with whom you are not yet connected. There’s a one-month free trial offer so you can see how it works for you.

Set an advertising budget

Set aside some marketing money to boost the reach of your best LinkedIn Company Page posts. This will help introduce your business to LinkedIn users with similar interests or in a particular geographical location who you want to target.

If you want to find out more about how to use LinkedIn as a marketing tool then Southampton-based Amplify PR can help. Get in touch to find out about our social media management services and training.