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LinkedIn May Be the Network You Need to Grow Your Business
The latest in a series on social networking and marketing new homes.
With the cost of networking with other professionals through such traditional methods as printed materials and meetings an expense that is difficult to justify in today’s market, LinkedIn.com just may be the tool that can help you make the most of your professional networking and grow your business.
For instance, Jared Weggeland, of Southern Homes, based in Lakeland, Fla., used LinkedIn to “obtain referrals on potential new hire candidates” as well as “stay abreast of what’s really going on in the market.”
While other social networking sites are perhaps more truly social in nature, LinkedIn is more akin to attending a networking event hosted by your local HBA or to attending the International Builders' Show — only much bigger.
According to LinkedIn.com, the professional networking site “is an interconnected network of experienced professionals from around the world, representing 170 industries and 200 countries.” The site enables business professionals to “find, be introduced to and collaborate with qualified professionals that you need to work with to accomplish your goals.”
In less than two years, Ed Doss, new media director for NewHomesdirectory.com, was able to create a LinkedIn network of more than 1,200 new homes professionals nationwide. Since the network was created, he said, LinkedIn and some blogging have provided a huge boost for his company’s “brand dispersion and brand recognition.”
When you join LinkedIn, you begin by creating a profile that summarizes your professional expertise and accomplishments. Then you invite trusted contacts to join LinkedIn and connect to you. Your network then grows because it consists of your connections, your connections’ connections and the people they know, “linking you to a vast number of qualified professionals and experts,” according to LinkedIn.
This is clearly a very powerful tool that, in my opinion, is the easiest and most straight-forward of all the social networking options available — especially for those who might be a little reluctant to get involved in social networking. So, if you want a safe option to really learn what all of this is about, LinkedIn is the choice for you.
Let’s explore some of the basics and benefits to help you become more familiar and comfortable with the idea.
First, LinkedIn Basic is a free service. Although LinkedIn offers some premium services and various levels of membership, I have rarely experienced a need to utilize the services offered for a fee or subscription. You may find that you do have a need to upgrade, but I encourage you to fully utilize the free service before making any financial investment.
To Begin, Create a Profile
The first thing you do is go to LinkedIn.com and set up your user name and password. Use your name, not your company name. Women may want to include both their maiden and married names so they can attract more of their former friends and associates to their network.
LinkedIn has simple online tools and instruction to help you set up your profile, and the password-protected security to protect your site.
When creating your profile, remember LinkedIn is “all business, all the time,” so post your professional head-and-shoulders photograph on the site, not a cutesy photo. You will also be asked to create a “Professional Headline.” Don’t limit it or confuse it with your company’s name. Make it something descriptive that uses keywords to help identify you and what you do in professional searches. Mine reads: “Mgmt. Consultant, Trainer, Keynote Speaker, & Author at Creative Sales Solutions.”
Include Your Work and Education History
When creating your profile summary, use as much of your work and education background as you deem relevant. If you want to stay connected to former colleagues, I recommend that you use as much as possible so that anyone searching for you on Internet search engines like Google can find you.
I not only have my current company listed in my profile, I also list my local HBA and sales and marketing council so that anyone searching for fellow HBA and SMC members will also be able to find me.
To complete your summary, I recommend that you read the summaries of several other professionals that you admire to give you an idea of what information to include and how to write it. Keep in mind that your summary is not your resume. Your resume can be added as an attachment.
LinkedIn does a great job instructing you on how to complete your profile and in letting you know what important information might be missing. Having a fully complete profile will help you to make the most of your LinkedIn experience. It can and should continue to be a work in progress — so don’t just create it and post it. Take the time to continually update and improve it.
Solicit Recommendations — But Not From Everyone
When people are willing to recommend you, whether in person or online, your status increases. That’s why LinkedIn’s Recommendations are an important feature of your profile. It enables you to display recommendations from other industry professionals. There is some etiquette involved, however.
For instance, if you are connected to someone who has genuinely had a positive impact on your life or your business, don’t wait for them to request a recommendation from you. Pay itforward by writing a recommendation for them and sending it to their profile. Believe me, people appreciate it.
And if you know someone well enough to know that they will send you a recommendation, it is appropriate to request one. On the other hand, if you don’t know the person well, and haven’t genuinely earned a recommendation for something specific — don’t ask for one. One of the biggest faux pas on LinkedIn occurs when a person solicits recommendations from everyone they know.
To Post or Not to Post
If security is a major concern of yours, rest assured that LinkedIn does a very good job of enabling you to customize your security settings. But, one of the most common mistakes I see among new users is that they are overly cautious about what information they want to have blocked.
Bear in mind thaththe spirit and purpose of the site is networking and don’t worry if other LinkedIn users are able to see your connections and professional network. If members of your network don’t want to be seen, they probably won’t be on your site to begin with. And if the information is embarrassing or private, don’t post it in the first place — problem solved.
Another great option with LinkedIn is the ability to control your Public Profile — the information visible to those outside the LinkedIn network who conduct Internet searches. You determine what you want to include in your public profile and how much of your information you want to share with those outside of LinkedIn.
In addition, LinkedIn allows you to select what is commonly called a Vanity URL or Web address. It’s a more precise way of letting people find you during their Web searches — and much easier to remember than all the technical code in typical URLs.
Spread the Word by Inviting Others
Now that you have created your profile, you should try to connect to everyone you know because the point of the site is not only to connect with who you know, but to be connected to who they know. However, only invite people you know and who know you to join your LinkedIn network. This is important for a number of reasons.
First, LinkedIn strictly prohibit you from “spamming” other LinkedIn users.
Maybe even more importantly, if you send out invitations to people you don’t know well and don’t send a note explaining where you met them or why you want to connect with them, you could hinder some of your networking.
For instance, I frequently get LinkedIn invitations from people who I may know but who don’t include information to help me determine our connection. This compels me to reply with an awkward note asking that person to help me refresh my memory. It’s like being at a party faking your way through a conversation with someone who really seems to know you, but whom you can’t remember.
If you invite people to your profile site, remind them who you are and how they know you. Even if they do remember you, they will appreciate the effort.
Finally, if you are interested in connecting with someone you don’t know but would like to meet, LinkedIn enables you to request an introduction from one of you contacts.
The Importance of LinkedIn Groups
To take full advantage of LinkedIn’s networking capabilities, I believe you should take part in some of its more advanced features, like Groups. Many believe you should belong to at least 50 groups and even more sub-groups. I, personally, don’t think you should join groups just for the sake of joining. You should join groups where you have a common interest and can legitimately interact and provide value.
So to begin, I recommend that you add only a few groups and track the discussions and news posts so you can get a feel for the culture of that group. After that, take part by adding to the discussions and providing answers and feedback to posts.
One group that I would recommend joining is New Homes Professionals. The group offers some terrific interaction and shares plenty of information. Your HBA or SMC might have a group to join and you should join the National Association of Home Builders Group.
LinkedIn also provides plenty of groups and opportunities for home builders to connect with Realtors®. These groups generally have fewer restrictions on the kind of information that is posted. Realtors® have amazing referral networks that are worth linking to. You just never know when a Realtor® in one part of the country has a client who is moving to your area.
When participating in LinkedIn groups, think about the rules of etiquette you follow when attending a function in person and apply the same rules. Don’t post “in your face” business promotions. Instead, post positive articles about the industry, ask meaningful questions about what buyers prefer and answer questions that others post.
Social media is all about providing relevant, interesting information and taking part in meaningful discussions. This is how you create your added value and in the process build your brand. Of course, always provide a link to your Web site on everything you post, such as in your signature line, just be discreet when you do.
Make Your Participation a Team Effort
Also, to realize true value, develop a clearly defined team strategy — with clear policies and procedures for your team members — before you begin to participate in LinkedIn networking. After all, each team member knows different people and has different skills and interests. With your team participating, you broaden your networking.
LinkedIn is an excellent tool for recruiting new staff. Many of my clients who have used the Recruiting/Job Searching function have been thrilled with the caliber of the candidates their network was able to provide.
Before you begin, however, pay attention to the LinkedIn rules and regulations, especially the “Do’s and Don’ts” in its online “User Agreement” that most people don’t read. The rules enhance the quality of the network, and LinkedIn strictly enforces its policies.
If you aren’t using LinkedIn yet, I encourage you to join in. You really have nothing to loose and everything to gain. If you are worried about saying or doing the wrong thing — don’t worry.
I have found that if you really do think about any of these sites in terms of a traditional event or business party you might attend, and follow the same rules of etiquette, you will be just fine. Just like at a traditional party though, if you stand with your back against the wall and don’t participate in the conversation, you probably aren’t going to have a very good time — and will deprive yourself of the opportunity to network with some pretty amazing people.
For more information, visit the LinkedIn Learning Center at http://learn.linkedin.com.
Kimberly Mackey, MCSP, CMP, Realtor®, is the founder of Creative Sales Solutions, which provides sales and leadership training in all aspects of business development — including social media strategy and training — and sales and marketing management and training. For more information, visit the Creative Sales Solutions Web site at www.creativesalesnow.com, or visit Mackey at LinkedIn, www.linkedin.com/in/kimberlymackey; Twitter, www.twitter.com/CreativeSales; and Facebook, www.facebook.com/CreativeSalesSolutions.
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