LinkedIn leads

How you can use LinkedIn to generate business leads for your printing company

LinkedIn is regarded as the best social media outlet for networking and generating business leads. It could be an invaluable tool for printers. So what are the best ways to do it?

The first thing is your profile. The bare minimum is not enough, it just will not cut it. You need a profile that is up to date which highlights your skills and experience. You should also have a professional head shot to make a good first impression. And put some of your personality into the profile. Do not go overboard but have enough to make you stand out.

It is important to remember that people reading your profile would read hundreds of profiles and if they do not find what they are looking for, they will move on quickly. So keep the sentences sharp, use bullet points and plenty of numbers.

The other thing to keep in mind is that the LinkedIn algorithm is based on key words so it is important to ensure the key words appear through the LinkedIn profile.

Another idea is to add a company page and connect it to your LinkedIn personal profile. Include a description of your products and services on that page. This is the place where you can say anything you want about your business to promote its visibility. Do not add to much detail. Stuff like pricing and more detailed sales negotiations can be added in another space when you are dealing with a prospective client.

LinkedIn research shows that companies that post 20 times a month reach at least 60 per cent of their audience. The best time to do this is between 8am and 5pm and not doing it on weekends. Company updates with links get up to 45 per cent more follower engagement than updates without links.

It is also important to join and fit in with groups that are connected with the industry. Interacting with members and responding to questions and their posts would really lift your profile. If you see something interesting, make a comment. This builds your profile and helps you get noticed. Be mindful however not to pitch your company too much. Groups are the best places to meet like-minded people and to pick up advice.

Be useful to the group. Post articles, offers and inside information to my group members. This will not only boost the profile of your business. It will also identify you as an expert in your field.

Monitor who is seeing your page and adjust it accordingly. See what industries they belong to.

Get endorsements as these indicate to other users what your expertise may be and how you are more likely be used. Endorsements are not recommendations and are a lot easier to write. It is also important to write endorsements for others. It keeps you connected to the network. But endorse wisely. It’s better to endorse people you know and who you have worked with over the last few years. After all, they mess up, it would not reflect well on you.

While LinkedIn is a great place to build a personal profile, you should direct users to ‘live media’ outside LinkedIn such as YouTube videos of business presentations, your Twitter feeds and your blog. YouTube videos are shared 75 per cent of the time.

Get employees involved by asking them to add your company page to their Linkedin profile, or get them to suggest content for your Linkedin company updates.

Also, experiment with LinkedIn Ads. They allow you to launch a targeted campaign in minutes, set your own budget, choose clicks or impressions, and stop your ads at any time. And it does not have to cost a fortune.

LinkedIn offers great opportunities for printers looking to expand their market.

This Feature appeared in the March 2018 issue of ProPrint Magazine