TeamThink’s Blog

Making the Most of LinkedIn for B2B: Brand Building

April 23rd, 2009

Recently I’ve been fielding more questions about LinkedIn. Everyone wants to know if it’s a good networking tool. I think what people are really asking is “Can it help me generate sales?”

My answer is “yes” - but it should be viewed as much more than a sales tool. Rather, it’s a community that can be used to build long term brand value for yourself and your company - which will ultimately help to generate sales. Before I go on, here’s a list of how LinkedIn can be used if you’re not that familiar with the tool:

1. Attain Knowledge: If you’re stuck for answers to a business problem or need a third party viewpoint on an issue, pose a question in the “Answers” section of the site. Asking engaging questions can yield a flurry of answers. The first time I posted a question, I had my first response in minutes and about 15 responses in less than 12 hours. Alternately you can scour the “Answers” section and find discussions on just about any business topic.
2. Demonstrate Thought Leadership: Spend time answering questions posed by contacts in your network, or seek out discussions on topics where you can offer value. Recently added features  allow you to post presentations that can be viewed from your profile page or connect your profile to your Blog so your network is updated each time you post to your blog.
3. Research: Learn about companies that might be a potential partner, client or vendor; or learn about individuals you’ve met at a business function. You can see those in your network related to the person and get the lowdown on them - maybe it’s not really worth your time to follow up with that person?
4. Broadcast Updates:  Use the “What are you working on now” feature about your projects, a new job or a key business development (e.g., your company just obtained a round of financing). This helps your network keep tabs on you.

So how do you use LinkedIn to build your brand’s reputation?

Your Personal Brand Includes Who You Know
Who you know counts. Build your network carefully. When I first started using the tool, I thought it was about having a high connection count. Now I’m of the mind I only want people in my network who will speak positively about me. If someone is considering using my services, the best selling tool for me is someone they know. Someone they know could also kill a sale.

Your Personal Brand is Based on What You Bring to the Table
In a services business, people pay you for access to what you know. LinkedIn provides a compact forum to demonstrate thought leadership in a variety of ways. Viewers of your profile can access questions you’ve answered, link to your blog or view a presentation you delivered. They can tell a colleague about something you wrote or forward a link. Your personal brand is enhanced as you become a known resource. I see getting business as a services provider as an evolution: 1) Get them to like you, 2) Get them believe something you say, 3) get them to see you as their trusted advisor. Used effectively, LinkedIn is a gateway to satisfy all these ends.

Your Personal Brand is Enhanced by Your Activities & Successes
Of course you can post your professional background on LinkedIn. That’s tablestakes and readers of your profile should get a sense of your background when they visit your profile. However, once you’re connected to a colleague, they will rarely revisit your profile. That’s why I feel it’s important to use the “What are You Working on Now?”  feature regularly. At a minimum, it reminds your contacts you still exist. More importantly they are reminded about the kind of work you do, the new types of projects you’re taking on or the fact you’ve completed a project. In summary, you’re more likely to get a referral when you’re on someone’s mental radar screen and those little updates on LinkedIn are an unobtrusive way to capture attention.

In my next post, I’ll discuss in detail how you can use LinkedIn to increase awareness about your products and services.

Entry Filed under: Branding, LinkedIn, Social Media