Connected Professionals: How to Use LinkedIn to Gain New Customers

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Linkedin marketing doesn't have to be rocket science. The strategies I'll share with you are simple yet highly effective.

LinkedIn can play a crucial role when it comes to growing your customer base. According to Expandedramblings.com, the platform has about 380 million users as of July of this year. Considering how LinkedIn’s users are composed of businessmen and professionals, you can’t go wrong with looking for customers at LinkedIn.

While the potential benefit that the platform can bring to your business might be unquestionable, the way you market your business will also play a crucial role on whether or not you’ll be able to get more customers. If you’re just sending everyone in your network a string of unsolicited promotional messages, then don’t expect to get much out of your efforts—that just isn’t going to work.

Allow me to share with you three of the best LinkedIn marketing strategies that I’ve been using. I’ve been using these strategies for as long as I can remember and they’ve been giving me great results. It’s for this reason that I am not the slightest bit hesitant to share them with you.

Let’s hop right in.

Related Article: How to Make Your LinkedIn Content Irresistible

1) Welcome your new connections and try to uncover new opportunities of working with them in a project.

This strategy is pretty cut-and-dry—but it sure works!

The idea is to welcome all of your new connections by sending them a welcome message.

While the logic seems simple, I would even dare say that it is common sense; you’ll be amazed at how many LinkedIn users aren’t using this strategy.

All they do is click the "accept" button and be happy with the fact that their number of  connections have increased.

That is such a waste of opportunity. And I sure hope that you aren’t doing the same thing.

Instead of ignoring your new connections, why don’t you send them a private message instead and probe for opportunities to collaborate with them on a project?

I mean, that’s the worst that can happen, right?

They can either ignore you, decline your offer or ask about your services because your skillset is a perfect fit for what they are looking for.

Here’s how my highest converting welcome message looks like:

“Hello first name!

I’m glad that we’re now connected. How’s everyone in the city they that they are from?

I noticed in your profile that you’re the they’re job description at the company listed in their profile, can you tell me more about what you do? I’d love to explore if we have opportunities to collaborate.

Signature

Because the message is short, personalized, and it isn’t promotional in nature; people don’t have any problems replying to this message.

Others make the mistake of talking about themselves and pitching their services straight-up on their first contact. I feel like that’s a terrible mistake. That’s usually what spammers do so you inadvertently lump yourself up together with them by doing the same things that they do.

This article from Inc.com is a good resource to learn about the do’s and dont’s when marketing at LinkedIn.

Important point: instead of talking about yourself when you welcome your new connections, why not ask about them instead? Show interest in what they do, then probe for opportunities to collaborate in a subtle way.

2) Direct your LinkedIn traffic to landing pages.

It’s common practice for LinkedIn users to link to their website when publishing articles in the platform. While doing so may very well help them with getting traffic, and getting brand exposure (among others); it isn’t as effective as linking it to an actual landing page if the goal is to get more sales.

The main idea is for you to link to landing pages, and not just to  your website’s homepage.

There is a world of difference between the two.

Landing pages are usually designed in such a way that it is highly optimized for conversion (e.g., sign-ups, sales or webinar registration). On the other hand, a website’s homepage may not necessarily focus on conversion. The homepage can be informational in nature.

Important point: This strategy will only be effective if your landing page is highly optimized for conversion to begin with; otherwise, you won’t get much out of this strategy.

The tips shared by Hostgator.com on how to optimize your landing page is a good resource if you’re looking to improve your landing page’s conversion rate.

Related Article: If the 1960s Had Landing Pages: Minimalist Design For Effective Conversion

3) Use LinkedIn’s “Keep in Touch” feature.

LinkedIn’s “Keep in Touch” feature is a goldmine.

The best part is, not many people know how powerful it is, or how to use this feature the right way.

Allow me to share with you the points that you need to consider when using this strategy:

Related Article: How to Optimize Your LinkedIn Business Page

Don’t only leave a comment.

After “liking” and even leaving a comment, you need to take it a step further by viewing the person’s profile, and sending the person a private message congratulating him/her about the event.

Most users just click the “comment” button and go with the LinkedIn generated “Congrats!” message. If you’re doing this, then you’ve just wasted about 3 seconds of your life.

Using the “Congrats!” message isn’t going to work because there are about 20 of you sending that same message and the user knows that you aren’t really sincere.

On the other hand, if you’ll send them a private message, it’ll set you apart from the rest of the pack, it’ll show (to some extent) how sincere your greeting is, and you can make the experience a bit more personal.

Don’t only congratulate them.

If you’ll just congratulate the other user, then the chances are good that you’ll just receive a “thank you” from them. While that in itself isn’t so bad, getting a “thank you” from them isn’t really our goal, isn’t it?

More than just congratulating them, why not ask them about what their expertise are, and ask if there is an opportunity for both of you to collaborate, right?

If you’ll take into consider both of these points, you’ll surely be able to get more people to engage with you in LinkedIn and drastically decrease the chances of your message being ignored by the other users.

Of course, what you do after you’ve gotten their attention has a huge role to play as far as whether you’ll be able to close them as clients.

Conclusion

If you’ve been marketing at LinkedIn yet you aren’t getting any results at all, then you might want to try the tips shared above. These are proven and tested not just to get you more customers, but to help you establish meaningful connections with your LinkedIn network.

 

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