4-1-2013
Most radio managers probably think Facebook is more important to their business than LinkedIn. I humbly disagree. We?ve focused so much on social media as an advertising opportunity, we?ve overlooked its business development capabilities.
If radio AEs spent as much time on LinkedIn as they do on Facebook, I guarantee they would see an increase in their sales.
A recent Wall Street Journal study of 835 small businesses found that 30 percent of business owners use LinkedIn regularly versus 22 percent for Facebook.
LinkedIn is where business gets done. Facebook is great for killing time with friends.
Here are five ways to turn your LinkedIn profile into the most efficient lead generation tool at your disposal.
1. Let LinkedIn Scan Your Email Contacts
The fastest method for building up your LinkedIn network with minimal effort is by enabling LinkedIn to scan all of your email contacts. Just click on ?add connections? in the ?connections? part of your profile.
Think of the hundreds of email contacts you can quickly convert into your LinkedIn network. You might be thinking, ?If I?m already connected with them on email, what?s the benefit of connecting with them on LinkedIn?? You?ll actually create a ?bandwagon effect? by adding new contacts not currently connected with you on email.
2. Always Be Connecting (ABC)
Social media has forever changed the world of sales. The old sales mantra ?Always Be Closing? popularized by Alec Baldwin?s character in the movie "Glengarry Glenn Ross" is disappearing in favor of the new mantra of ?Always Be Connecting.?
Get in the habit of constantly asking your prospects and clients to connect with you on LinkedIn.
Before you call on a new prospect, search your LinkedIn network to see if you are already connected with someone inside that business. If you don?t have a contact, see if there is someone in your network that can introduce you to someone who does.
3. Use a Headline Along With Your Title
Does your title fully explain how you can help one of your clients? Probably not.
As you build and maintain your profile, take every opportunity to showcase your expertise and how you can help solve your clients' marketing problems. Try something like, ?Advertising Consultant at WXYZ -- Creator of Super-Fun Contest Promotions? or ?Marketing Consultant at WXYZ -- Slow Business Turnaround Guru.?
The industry titles we use to describe ourselves are meaningless to our prospects. Create a headline that specifically lets them know how you can help them.
4. Join or Create a Group of Your Target Clients
Join groups that are of the greatest interest to your target clients. Groups are a great way of sharing information and attracting new contacts.
Radio sales professionals should search LinkedIn to see if there are any local business associations in their area that have already created a group.
If your local Chamber of Commerce or Ad Club doesn?t have a LinkedIn Group, consider starting a LinkedIn group of your own about local marketing ideas and solutions for your market.
5. Share Ideas
To really grab the attention of potential prospects on LinkedIn you need to share ideas. As someone selling advertising and marketing solutions, your ideas are your ?free sample.?
Share content right on the homepage of LinkedIn in your newsfeed. Your post will be seen by everyone in your network. Your idea may reach an even wider audience if someone in your network shares it with all of their members.
LinkedIn is just a tool. Habits make tools effective. Consider committing yourself to only calling on prospects you find on LinkedIn for one month. This will force you to get in the habit of connecting and sharing on LinkedIn. By the way, would you like to connect with me on LinkedIn?
Stephen Warley is the founder of inboundarts.com, a research and training firm dedicated to helping radio broadcasters use digital tools to generate more qualified sales leads. He is also the founded of LocalBroadcastSales.com in 2008. Have a question for Stephen? Email him at stephen@inboundarts.com or connect with him on LinkedIn.
(4/1/2013 3:49:58 PM)
What a dork!
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