Make Your Cash Register Ring With LinkedIn / Part 2: The Clicks

So you’re clear on your long-term vision for yourself and your business as well as and who you want to attract to your business. Now…how do the answers to the questions posed in the previous blog translate to clicks in LinkedIn?

(1) Who am I and what do I want for my life?
Your answer to this question will show up everywhere in LinkedIn. By way of example:

Photo: Casual, professional, company logo, or no photo?
Tagline: Title, tasks, benefits, or goal?
Profile: What sections to include or exclude?
Connections: Quantity or quality?
Groups: What does my portfolio of groups say about me?
Posts: Engaging? Informative? Advisory? Advertisements? Humorous? Enticing? Jargon or vernacular?

(2) Why am I in business?
The answer to this question will evidence will be in your posts, so you’d better be honest with yourself about this or you will waste your time on LinkedIn. This will determine the content, tone, frequency, and purpose of your contributions. Someone whose underlying reason for being in business is self-expression will post differently than someone whose purpose is to be independent, or to experience connectedness.

(3) What is my exit strategy?
If your exit strategy is to be acquired, then build the business in such a way as to make the business look and be desirable. Using LinkedIn to strengthen your personal brand as opposed to the company brand will work against you. So in your updates, announce things that your company is up to and accolades for members of your team. In your posts, mention the way your company conducts its affairs.

(4) What is my long-term vision for this business?
Consider your portfolio of groups. If your vision includes being a leader in your industry, join industry groups and trade groups. If your vision includes moving into a different market, join groups in which members of that population – and their trusted partners – congregate.

(5) Who are the types of players needed to make that happen?
Make sure the profiles of you and your key people authentically reflect who they are, so when you use the Groups and Jobs features to attract employees and they do a little reconnoitering online, a filtering process will occur automatically and the best-fit possibilities will make themselves known to you, either by posting a response to your comment or by direct contact.

(6) Which of my stories are compelling to key people in face-to-face conversations?
Consider sharing these stories by including them in discussions, activity updates, and your profile as well as private messages.

(7) In what ways is my company’s offering unique to the marketplace?
When you create a post in a group or activity update, and when you create your profile, mention these offerings as opposed to the run-of-the-mill aspects of your business. You don’t want to “push” your services with every sentence, but when you contextually speak of these in the places that make sense for them, i.e. the right groups, they will attract the interest of the right parties.

(8) What are the key experiences that touch the people most important to my business?
Consider all of the channels within LinkedIn which you may use to communicate information. Including multimedia presentations through add-ons and links gives you latitude and freedom to convey essential content in a way that makes an impact.