The Innovative Marketer's Blog

6 LinkedIn Best Practices

Posted by Monica Romeri

To advance your business, you need to stay current on trends and continue to innovate.   A powerful and effective way to amplify your marketing mix and generate new LinkedIn_inbound_marketingbusiness is social network marketing.  Establishing a social media presence for your business is important.  Effective social network marketing involves creating and sharing information-rich content.  Social networks can be effective channels to make connections, share content, create a following and market your business.  LinkedIn is the world’s largest professional network with over 175 million users, who spend an average of 7 minutes a day on the site.  LinkedIn has a visitor-to-lead conversion rate of 2.74%, which is outstanding and almost three times higher than the conversion rates of Facebook and Twitter.  Get LinkedIn, and amplify your marketing mix with social network marketing.

LinkedIn Best Practices

1.  Add Applications

LinkedIn provides a variety of applications, which can be used to improve your LinkedIn profile.  Browse the Application Directory, and consider adding the SlideShare application or linking your blog to showcase your company presentations and blog articles on your profile. The Events application is also a great way to see what events your connections are attending and find places to do some in-person, face-to-face professional networking.

2.  Are You Endorsed?

In September, LinkedIn launched a new feature called Endorsements, which enables users to endorse their connections for skills, which they listed in the Skill & Expertise section of their profile.  Users can also recommend that their connections list additional skills.  The endorsements show up on your profile within that same Skills & Expertise section.  Endorsements are fast and painless; all you have to do is click on the + sign next to a particular skill on a user's profile.  Because it is so simple and quick, many of your connections will respond in kind once you have endorsed them.  Just ensure that your profile is complete and that you list all the skills you want people to endorse.  Endorsements can certainly add credibility to your profile.

3.  Use LinkedIn Today

LinkedIn Today is a great news feature that provides you with the most popular content shared on LinkedIn.  Use LinkedIn Today to stay on top of news occurring about marketing, the internet and other relevant news. You can also have summaries of LinkedIn Today news sent right to your inbox.

4.  Are You Generating Leads?

LinkedIn has a visitor-to-lead conversion rate of 2.74%, which is almost three times higher than the conversion rates of Facebook (.77%) and Twitter (.69%).  LinkedIn presents a rich opportunity for lead generation.  To get the most lead activity, you should promote and share links to the landing pages for your marketing offers in your Company Status Updates, where appropriate in LinkedIn Answers and Groups and on the Products & Services section of your Company Page.

5.  Get Active in LinkedIn Groups

Participating in relevant LinkedIn Groups can help you expand your professional network and keep your finger on the pulse of your industry.  You could even create your own LinkedIn Group based on a relevant industry topic or become a LinkedIn Group administrator. You can use your group to establish yourself as a thought leader in your industry, increase your influence and credibility, and bounce ideas around. 

6.  Be Recommended

Recommendations are a powerful word-of-mouth marketing tool.  The LinkedIn recommendation feature that lets users leave recommendations for each other, which is great for professional networking.  Recommendations require a little more time than endorsements, since you actually need to write something about other users.  Get recommendations by doing them for others without being asked; some will likely return the favor.  Recommendations are not just for individuals.  In fact, users can leave a recommendation for anything you feature within the Products & Services tab of your Company Page.  After clicking on an individual item on such a page, you will see all the user-generated reviews of that particular product or service.    

There are so many valuable ways to use LinkedIn.  What is your favorite part about being LinkedIn?  For a complete guide, see HubSpot’s The Ultimate Cheat Sheet for Mastering LinkedIn.

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Topics: Inbound Marketing, Social Media, Lead Generation