LinkedIn is the largest social networking platform for business professionals, but utilizing it effectively to build your brand and move the needle for you business is a delicate balance. Many leaders struggle with finding the right balance of building an authentic brand. Scott Barker, a social selling expert and pioneer of Sales Hacker says, “LinkedIn is the largest free distribution channel for B2B companies in the world. “If you’re not using it to build your brand and your business, you’ll get left behind.”
To help you begin building your brand, establish your voice, and drive business and opportunity for yourself and your team, this guide will answer the following questions about effectively using LinkedIn:
“Having a digital persona is becoming as important as your real one, and this is true for all leaders, especially executives,” says Scott Barker. Now more than ever, we have digital access to virtually anyone, and LinkedIn offers a window of insights into potential prospects and accounts.
Both buyers and sellers conduct online research to research a company, and LinkedIn is quickly emerging as one of the first places buyers visit before they go to your website, let alone engage with a sales offer on your website. To maximize leads, it’s critical that your company and its leaders have a presence on buyers’ preferred channels, and LinkedIn must be part of your company’s branding and sales strategies. According to Sirius Decisions, “67% of the buyer’s journey is done digitally,” so having an active presence on LinkedIn is one of the quickest ways to extend the value of your social strategies and establishing a relationship with your buyers before you’ve even met them. If you’re a sales leader, frontline sales representative, client-facing, or in any other role and you care about your company image, maintaining your LinkedIn profile is a must.