Real-world tips for building relationships and closing deals on Linked – by Jason Miller, Senior Content Marketing Manager, LinkedIn
Relationships and a strong network are the new currency in today’s social selling economy. LinkedIn is the world’s largest, and most trusted professional networking site. How can you as a sales professional best utilize LinkedIn for social selling? There are three main ideas that it all comes down to:
- Building your network
- Identifying prospects
- Engaging with those prospects
The following list are the top 10 ways that your sales team can use social selling on LinkedIn to be more efficient:
- Have a solid foundation with a good company page – It is important to establish a homepage on LinkedIn for messaging, content release, product/services promotions, and marketing campaigns. Here you can post content that prospects can use in their buying processes. Always encourage your customers to follow your company page. It also doesn’t hurt to use a Sponsored Update if you need to gain more of a following.
- Use the “who’s viewed your profile” to your advantage – When a prospect has clicked on your page, that means they want to know more about who you are. Use this as a prime opportunity to engage them in conversations. Give them more information than what was just on your home page.
- Use InMail to send personalized emails – Matt Heinz from Heinz Marketing says “taking three minutes to learn three things about someone before reaching out to them” is a smarter way to connect. Let them know that you’ve taken time to get to know them.
- Organize LinkedIn contacts and prospecting – Your sales team can combine their LinkedIn address books, emails, and calendars in one location. Within LinkedIn, you can build profiles for each prospect where details of past conversations will automatically be pulled in. There are also Tags, Notes, and Reminder features that can be used as well.
- LinkedIn Groups are beneficial – With LinkedIn Groups, you can build your personal brand, or reach out to another group member as if they were a first-degree connections. You are also able to view the profiles of other group members without being connected so you can do your research.
- Sync LinkedIn updates with Twitter – After you post an update to your LinkedIn, you can check a box that allows you to automatically syndicate the update to Twitter.
- Utilize the @mentions – If you are updating your status and want to make sure it includes another user or company, you can use the @ symbol immediately in front of the users name. That user will receive a notification about the mention and the post will also link to their profile page in the status as well.
- Apply the 4-1-1 Rule – The 4-1-1 Rule was coined by Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute. It states “For every one self-serving tweet, you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
- Let employees join in on the discussion – LinkedIn is not just for sales and marketing; it is a way for everyone in your company to establish their personal brand and enhance your company image. Utilize third-party apps like GaggleAP and Addvocate to allow employees to share company content within their networks.
- Take advice from the marketing team – Your company’s social content and PR teams most likely know a lot about posting great content and engaging within a social setting like LinkedIn. Work together to gather tips and messaging content that can really target your specific audience.