LinkedIn could be a gold mine for you and your business, especially if you are business-to-business and offer premium services. Unlike other social networks, LinkedIn provides the ability to talk to the decision-makers of businesses you are targeting. What’s more, people are on LinkedIn to talk business. You don’t get that with Facebook, Twitter, and Pinterest.
How do you know if you’re leaving money on the table? Ask yourself these three questions:
1. Is my LinkedIn profile optimized?
If you have a half-filled-out profile, you are leaving money on the table. Period.
Your LinkedIn profile should serve as a lead page for you and your business. It should follow inbound marketing practices and include specific keywords related to your business. A friend and business associate of mine, Maggie Patterson of Scoop Industries, told me that following my advice to add keywords to her profile resulted in significantly more attention to her profile.
It makes a difference.
Additionally, having a profile that guides curious individuals through your initial sales process will be the difference between them reaching out with an inquiry and clicking away to something else.
2. Does my business offer premium services?
Let me put it to you this way: if you stand to make thousands off of a single conversion, you can’t afford not to invest in LinkedIn for your business. Nowhere else in social media marketing can you achieve what you can with personal, one-to-one reach-outs on LinkedIn – a platform created to talk business.
I am working with one client that needed just two conversions over the course of a year to consider the work put into LinkedIn a success. We achieved that in less than two months. If your business offers a premium service, the pressure to convert immediately goes away, resulting in a much higher likelihood of conversion.
Why is that? People are more likely to buy from those not pressuring them to buy. It’s that simple.
3. Is my sales team struggling with cold calls?
If you have a sales team cold-calling with little success, consider optimizing their profiles and conducting reach-outs on LinkedIn. It is a less intrusive process than cold-calling, allowing the potential lead to consider the conversation and respond on his or her own time.
The key is to reach out with the intention of setting up a discovery call. Don’t reach out and provide a link to buy. Instead, work to spark a respectful conversation with potential leads.
If you don’t want to invest in LinkedIn profile optimization for sales team members that might leave your business, invest in optimizing your own profile and pay for a business summary. That way, your sales team can add the business summary to their profiles and personalize their full profiles to their own liking.
Another option is to have members of your sales team conduct reach-outs with a higher-level executive’s profile. Often times, the weight of an influencer will generate more interest, especially when combined with a solid content strategy.
So … how did you do?
Are you leaving money on the table? That’s actually great news!
For a couple thousand dollars per month, your business could conduct regular, personal reach-outs to your target audience. If you are interested in developing a strategy like this, take a look at my B2B LinkedIn Lead Generation page and reach out for more information.
About Chrissie Wywrot
Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at firstname.lastname@example.org.