If you are planning to make a presentation to a large corporate prospect or you have been referred to a different department within a current client, one thing is for sure: Your contact is researching you on the web and more specifically on LinkedIn.
The old adage that “You never get a second chance to make a first impression” has now gone from face-to-face to the internet. In today’s business world, you are being researched before you even walk through the door to make your presentation. The modern buyer wants to know everything about you and, just as they research their purchases, they are also researching you.
Consider a free LinkedIn account as your online resume, billboard, marketing tool and calling card. As such, you need to treat your profile as your personal online brochure and one that you must update periodically. Let your current clients know what you are up to in terms of education and tradeshows, and give them a peek at some of the more creative programs you have put together for other clients. Your LinkedIn profile is a professional way to advertise who you are, what you have done and what you are able to do for your clients.
Keep in mind that LinkedIn is a two-way tool. While clients are researching you, you can do your own research on potential prospects. Better yet, LinkedIn allows you to seek out referrals and introductions to buyers from friends or current clients.
You might be surprised to find out how you are connected to someone to whom you are going to be presenting. It might be a friend of a friend, someone who attended your school or even worked with you at a former employer. No matter what the connection, what you learn from a LinkedIn profile can be a great ice breaker during your introduction. The air in a meeting changes when you say to a new acquaintance: “I see that you went to Notre Dame. Great school, and I love to watch their home football games. In fact, my CEO went there, and the school pride is everything they say it is. I also saw that you were on the swim team—my daughter is a college swimmer as well.”
Your conversation might not be detailed or your connections as strong, but you get the point. Commonalities definitely help break the ice on a first meeting.
These examples show some of the basic benefits of setting up and maintaining a LinkedIn profile. If you don’t yet have a profile, setting one up is easy. Just go to www.linkedin.com and follow the instructions. Below are some tips to help you create a profile that will improve your image and your brand.
Once your profile is set up, start with these nine steps and you will be light years ahead of your peers and competition. While these steps might seem basic, the challenge for most people will be to carve out the time to do them. My tip is what I call my Friday Five; I block out a minimum of five minutes every Friday and work on my profile.
1. Fill out your profile completely and with detail. Your attention to detail says a lot about you and how you do business. It also allows viewers to learn more about you and your past accomplishments. Spend the time to go through each section and fill it out. Show viewers that you pay attention to detail and are someone who has a long list of accomplishments that you can put to use to benefit them.
2. Include a professional photo. Spend the time and money to have a professional photo taken. For some viewers, this photo will be the first time they see you. If you do not have a professional photo, a good headshot will work. Again, this is part of your first impression.
3. Include your web address on your profile. This allows your viewers to see what you and your company have to offer online. In today’s business climate, your technological presence is important. Let people see what you are all about via your website.
4. Get recommendations. Ask your clients and friends to recommend you and mention some of the projects you have done for them. The minimum number of recommendations is 10. By having at least 10, your viewers know that your list of clients and contacts is deep.
5. Use the applications to upload PowerPoint presentations and PDFs. Allow viewers to see some of your previous projects and campaigns. This follows the old saying: “Show, don’t tell.”
6. Join relevant groups. Expand your network and join groups that are related to the promotional products industry. It’s easy to search for them under Groups in the navigation bar. Also, find out what types of groups your clients are joining, and look for opportunities to share your expertise within those groups. This not only helps you expand your network, it helps you demonstrate your professional expertise by networking and learning from people in related industries.
7. Spend time each week expanding your network. Invite both clients and peers to join you on LinkedIn. Schedule time each week on your calendar to continually build your network and improve your profile. The search process can take some time, but it is well worth the effort, especially when you are able to find a connection or referral at an account you have been trying to break into.
8. Gather tips from various sources. Besides all the great tips on the LinkedIn site, you can also find information at www.LinkedIntelligence, the unofficial source for all things LinkedIn, and on other websites to help enrich your profile. Keep in mind that Rome was not built in a day; your profile won’t be either. It is an ongoing endeavor that requires persistence and information from various sources.
9. Post and update your status. If you have something new to share, such as an exclusive product or a hot item you just saw at a tradeshow, share it as a PDF on your applications section. Also, if you are heading off to a tradeshow or education session, let your contacts know by posting it on your Status Line. If you return from education with some interesting material, share it. Be careful to post only what is important, new and useful. Your contacts will appreciate this.
Building your LinkedIn profile to make it an effective personal marketing tool will take some effort, but it is well worth the time invested.
Peter Zeiger, MAS
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