We’ve all been to countless networking events to which we bring a stack of business cards, and while walking around with a drink in one hand and a bag of stale cheese puffs in the other, end up meeting many others who are also trying to pitch their business or product right there on the spot!
Well, LinkedIn gives you the global opportunity to connect with relevant individuals on a 24/7 basis. These can be key business contacts for you, and may be secured without even having to leave the comfort of your office. LinkedIn is more than every networking event you have ever been to (times a million!), but without the desperation of trying to meet as many people as you can before the last drink is poured. It affords the opportunity to evaluate and pre-screen your prospective customers (or suppliers or other potential stakeholder) so that you only connect with individuals who work at companies that are of interest to you.
By using LinkedIn as the pre-eminent social networking site for professionals, it’s easy to connect with the very people with whom you need to speak. You can even search for company names, and then find the employees who work there. With LinkedIn, no gate keeper will ever ask you “…and whom should I tell him is calling?”!
A few key tips on how you can leverage LinkedIn to be an impactful business building vehicle:
1- Before moving forward with your new connection, take the time to do your homework. Learn about their role within the company, and position how you can help them.
2- As is true during face to face discussions, if you can help a fellow LinkedIn connection with a referral, offer to do it! Paying it forward is the right thing to do and is rewarding. Hopefully someone pays it forward for you as well.
3- Author and post one message daily to stay present in front of your connections so as to maintain a top of mind relationship.
4- The 80/20 rule applies. 80% of the content should be valuable or interesting to your connections, as opposed to necessarily being company centric or self-promoting. It can be about sharing news, commenting upon an industry development, or sharing best practices. Heck, it could be about a great restaurant recommendation where the ambiance is quiet, the booths are private, and the shrimp cocktail are fat, fresh and fabulous. The 20% balance can be about providing key technical or promotional information about your company’s products or services.
5- Personalize your messages (don’t use the default message), and thank your contact once they’ve accepted your invitation to connect. It’s about building relationships and being courteous. It’s called SOCIAL media for a reason!
LinkedIn is the world’s biggest networking event. Don’t miss the party.