Are you trying to find innovative ways to gain new clients? Maybe the traditional outreach methods that used to overwhelm you with business don’t work quite as well anymore. Everyone is using the buzzword “social media” around gaining new business, but if you’re trying to reach someone by their job title or industry, LinkedIn is your one stop shop! The whole purpose of LinkedIn is to connect professionals in a variety of ways and allow them to show their expertise.
The first step you should take when prospecting new clients on LinkedIn is to review your own LinkedIn Company Page.
- Your logo should be high resolution and sharp.
- Your cover photo shows up at the top of the page in the header, so it’s important that this photo grabs your attention. Whether this photo is of your city skyline or your actual business’ building, it needs to be visually appealing.
- Does your first sentence in the About Us section sell a potential client? Your “About Us” section could be considered a first impression to potential clients who land there. Put yourself in their shoes and make sure to include information that you know they will be looking for. The less time a potential client has to spend looking for basic information about you, the more likely they will be to contact you!
- Fill out every single field that’s available, and put the most critical information first. For example, enter your strongest specialty first in the “Specialties” field.
Below is an example of a fully completed profile:
Now that your page is filled out to the fullest, ask your employees and professional colleagues to Follow your Company Page. That way, you can start with a base following that can share or interact with your Company Updates. Once this happens, businesses typically notice more followers coming in because they see that they have connections who have already followed your page!
Now let’s speak to your followers. They are looking for information that will educate or entertain them the same way they do on all social platforms. A solid mix of educational content, industry trends, and updates about your business will keep them coming back for more content. If you read an article about your industry and you want to share or comment on it, utilize Company Updates so you have an active presence on LinkedIn. This strategy is similar to a Facebook post, where some of your followers will see it in their feed, and everyone will see it if they visit your Company Page.
There is also paid advertising that you can use to reach an audience beyond your followers on LinkedIn. There are multiple ad types to choose from and best practices that LinkedIn doesn’t put on blast, so it will take some time and budget to work through what type and targeting strategy works best for your business.