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Create a LinkedIn Company Page for Your Business
Company Pages are one of the hallmark features of LinkedIn. They consist of a company profile, newsfeed, and aggregated statistics about employees. The utilization of Company Pages can drive traffic, increase revenue, and get your brand seen by more prospective clients, partners, and influencers. It's not only a great way to track and monitor your past, present, and future employees,
FIGURE 12.4 Oppenheimer Funds on LinkedIn
but it's also a way to amplify your corporate communication. As seen in Figure 12.4, Oppenheimer Funds utilizes LinkedIn updates to share company news and press mentions.
Company Pages are the best forum to advertise your brand and its products or services on LinkedIn. It is the perfect opportunity for promotions because of its layout and scope within LinkedIn. You can add your Company Page to your current (or past) job title. You can also add links to your company page outside of LinkedIn. Driving traffic to your Company Page will in turn drive traffic to your company website, increasing your client traffic as well as potential new business.
Five Ways Advisors Use LinkedIn to Grow Advisors use LinkedIn to grow in five main ways.
1. Targeted Searches – LinkedIn gives you the ability to target your searches to a very specific demographic, which can be incredibly valuable in terms of connecting and sending messages. A financial advisor in Cincinnati, Ohio, utilizes this feature to strategically invite prospects to his quarterly wine and financial education seminars. As seen in Figure 12.5, an advanced LinkedIn search for people near the 45255 ZIP code with the keyword “wine” in their profile brings up more than 3,000 people. From here, advisors can qualify potential clients based on profile data and invite select individuals to events. On average, the advisor mentioned above generates 25 percent of his event attendance from LinkedIn.
FIGURE 12.5 LinkedIn Target Search
2. Warm Introductions – LinkedIn has second-degree connections that are in your web of professional contacts but may not be linked directly to you. So not only is it “who you know,” but with LinkedIn it's “who you know, and who they know.”
Next time you have an appointment with a client or a prospect, look them up on LinkedIn and see who they are connected with that may be a good referral. After your meeting, mention those people by name and ask for the introduction. You might see your referrals double.
Not comfortable asking your clients for introductions? Ask other business owners. After becoming frustrated with a lack of referrals from his local business mastermind group, one advisor utilized this strategy to ask for introductions based on LinkedIn connections. First he connected with everyone in his group on LinkedIn. Next, he browsed through their connections to see who may be a good prospect and wrote down three to five names per person. At the next mastermind meeting, he asked for introductions to specific people, mentioning why he selected each individual. All of the members were open to making introductions – so much so that one drove with him after the meeting to make a face-to-face introduction to one of his connections. The lesson here? Make it easy for people to refer business your way by telling them specifically whom you'd like to meet.
3. LinkedIn Company Directory – The company directory offers a list of all employees at that company who are members of LinkedIn. Connect with them. Send them a message. Let them know that you work with some of their co-workers. Or, better yet, ask your clients (who are hopefully a connection already) to send you an introduction through LinkedIn. This is an incredibly powerful benefit of company pages that will really help with referrals and reaching targeted prospects.
4. LinkedIn Groups – Groups are gold mines in the LinkedIn world. Whether you're seeking to find valuable connections, increase brand exposure, or simply be aware of industry trends, groups will help you achieve all of these objectives. When connecting with groups, try to aim for 75 percent potential client and 25 percent industry connection to learn from your peers. Also seek out local and personal interest groups – such as St. Louis Business Exchange, Ski Club, or Golf and Business Networking.
As one example, let's say you live in Denver and joined “Linked to Denver,” a group that has more than 30,000 members in the local area, including several small business owners who are always looking for help and connections. Want to be more strategic? The “Denver Business Owners” group has more than 1,000 members in the local area, which may be a great source if you work with small businesses.
Think: Of the audiences I care about, what groups allow me to connect to them? What interests do they have in common? What groups offer valuable business exposure? Where are the industry leaders?
HOW ELSE CΑΝ YOU USE GROUPS?
Here are a few other ways to use groups:
■ To post blogs, surveys, discussions, and articles – some groups have upward of 10,000 members. That's a ton of potential exposure for you and your content.
■ To start and engage in conversations about pertinent industry topics.
■ To seek potential clients and/or business connections.
■ To observe and learn from industry leaders.
FIGURE 12.6 Take Advantage of LinkedIn Notifications
5. Job Change Notifications–We all know that when people change jobs, 401(k) rollovers or other financial needs often arise. With Linkedln, you can actually be notified when any of those money-in-motion events occur. Make it a habit to click on your Network tab daily and see who in your network has been promoted or is changing jobs. Take the time to congratulate them or simply like their status to stay top of mind and remind them that you are there to help during the transition. See Figure 12.6.
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