Does LinkedIn Add Worth To Your Business? If Not Here’s Why….
Written by Ben Steward
Firstly becoming aware of LinkedIn back in my recruitment days, I mainly utilised it for checking peoples profiles against CV’s and monitoring my client’s company pages for updates etc….. Admittedly that was quite some time ago. However as I have often heard and still do hear ‘it served a purpose’
As I am an active LinkedIn member, I am often asked “do you get much business from LinkedIn?” to which my response generally is simple..”Why?” Then a very familiar conversation ensues normally containing this key phrase “I have loads of connections, so I just don’t get why it isn’t brining in business for me”. There’s your answer!
Firstly, LinkedIn is a remarkably powerful business social TOOL and as such it will never bring in business for you. As with all tools it needs to be used correctly and with an understanding as to how best maximise its capabilities.
Secondly, LinkedIn is not and should never be used in the same way that one would conduct their own Facebook account.
As with all things it’s quality not quantity that counts. My example is this and comes from a recent discussion with an old recruitment colleague:
Linkedin Person A
Works in recruitment and DOES use LinkedIn in the same way they use Facebook. They have over 1000 connections, however most of these are friends and administration level users, only 5% of their connections would be regarded as decision makers.
Linkedin Person B
Works in recruitment and they utilise LinkedIn as a business tool. They only have 500 connections, however none of these are personal friends or administrative level users. 75% of Person B’s network are senior level users, 50% of those have direct access to budgets and are able to sign off without further approval.
- Person A randomly invites people to connect and never bothers with personalising their invitations. Person A also accepts invitations from any/every one.
- Person B when inviting new contacts, always does so with a personal message. Person B also is very selective with those they invite and invitations they accept.
- Person A’s updates are normally only ever about their successes and ‘big wins,’ they never update with an industry news item.
- Person B post modest update regarding their own business, however their updates tend to be more industry related and contain links to informative industry related articles and sites.
- Person A joins group after group and never contributes to posts within that group unless it is to try and advertise their own services.
- Person B only joins groups relevant to them, not only that but they also have their own group. Person B also regularly contributes to discussions in his own and other groups, starting most.
And on it goes………
By ensuring that their contacts can and do make their own decisions, By being active and selective, BY modestly promoting themselves, By making themselves interesting, Person B has/does/and will keep on getting good solid business leads through LinkedIn. Not only that, but Person B’s business relationship is much stronger with those they have gained through LinkedIn, as there is a familiarity achieved before contact is even made.
Person B is me and so far in the last 3 months our business has gained an additional 8 projects as a direct result of using LinkedIn effectively. It Does Work!