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How to Use LinkedIn to Grow Your Business’s Profile, Leads & Sales

On May 15, 2019    /    Business, LinkedIn, News, Social Media

LinkedIn has 467,000,000 users and 70% of corporate executives say that they go to LinkedIn before when they research a company and before they make a purchase. Why aren’t you on LinkedIn and using it to your advantage? My name is Dawn Larsen. Today, we’re going to talk about how to use LinkedIn to grow your business’s profile, leads, and sales.


LinkedIn Has 467 MILLION Users; $100,000 Average Income

If you’re a local company or an international company, LinkedIn is the platform for you to help you increase your profile, leads, and sales. Yet at least 40% of people are not using LinkedIn to their advantage.

I can tell you that my companies, both Navigator Marketing and Dealership Marketing, have made hundreds of thousands of dollars in deals just as a result of using LinkedIn. It is a powerful platform and in this article and video (above), I’ll show you how to use it to your advantage.

LinkedIn is About Business, for Business People

LinkedIn is a platform that is very simple to use. If you’ve been on Facebook, it is very similar in the setup. But it is different in the design and it is most definitely different in the content. You should see less dancing cats and squirrels and a lot more business content! And that’s why business executives and upper management really like LinkedIn. It’s about business, it’s for business people. When they are on LinkedIn, they are in a decision-making mode. And it doesn’t matter if you’re in retail or if you’re in fashion or you’re in business programs and services or you sell cars, this is a perfect platform for you to use.

LinkedIn Profile Picture: Make Sure it’s Professional

Your first step is to sign up. There are some key things that you want to do to make sure that you’re using LinkedIn to your full advantage. One, you want to have a very professional profile picture. Now you can go to your local photographer and get a headshot but you want to make sure it’s professional because in the first three to 10 seconds when somebody’s scanning your profile, they are making a judgment, if you’re credible, if you’re worthy of building a relationship with. Know that people look at this when they’re hiring, they look at the employees that are associated with your business and they make a value judgment very quickly. So the photo is your first thing.


How to Make a Good First Impression on LinkedIn & Craft the Best Headline

The next thing is your headline. You want to make sure that your headline really captures interest. If you have that you’re the sales manager or the VP or CEO that’s not as important as adding what you do and how you help people. You want to make sure that you’re putting some information about what you do for other businesses. So, with Navigator and our Dealership Marketing LinkedIn profiles, we help businesses grow their profile, leads, and sales so that is in our headline. That catches your interest. If that’s something you’re interested in, you’re going to connect further in my profile. But if you’re a salesperson or a general manager, that really doesn’t tell visitors anything. The headline area is where you can capture their interest very quickly.


LinkedIn Summary: What to Include

The next area is having a summary of all your information. People are scanners so you want to make sure that you tell people about yourself and your company in a quick amount of time. The important thing is to make sure that you’re putting out valuable information. That information can be in bullet form and small paragraphs so that they can scan it.


Employee LinkedIn Accounts: Things to Consider

Business owners and CEOs, you want to make sure that your employees LinkedIn profile has very professional information on it as they reflect your business. Having a LinkedIn session for your employees is very important because when people go to do business with your business, they are looking at your employees’ profile on LinkedIn.


Your Top Skills Section of LinkedIn

The other area is that you can identify your top skills. You can identify top skills and that’s how people find you on LinkedIn. A lot of the business that I generate is from people searching on LinkedIn for keywords. So, you want to make sure those keywords are in your write-up in your summary and your headline. Have examples of information about your company and those keywords are linked to your website. People prefer to stay on LinkedIn than go to your website so you want to make sure that some of the key information that is on your website is on your profile.


Adding Videos & Files to Your LinkedIn Summary Section

In your summary section, I suggest you attach a 30-second video. It could be about your company or a commercial. If you already have a produced commercial, put that in the body of the summary. There is a way that you can update videos or brochures or PDF documents in the summary section of your profile. Use that opportunity to showcase your products and services for your company. Give your connections an opportunity to know, like, and trust you with the 30-second video commercial. It’s very important and you will see that people take the time to look at it.


LinkedIn Connections: Add Prospective Clients Daily

Another area that’s important is adding connections daily. I do this every day and my profile now has 13,500 people and growing. It’s a very powerful, effective platform to make connections and generate sales. LinkedIn is the primary place where our companies generate leads and sales. Here’s a good routine: 10-15 connections before you leave the office for the evening and in the morning when you get to the office, go into LinkedIn and see whose birthdays and anniversaries have happened on LinkedIn and send them a nice note. Your connections should either be prospective clients or ambassadors who will help refer your business to other companies. They can also be people you want to be connected with to learn from or maybe you can bring value to them in some way.


LinkedIn Birthday & Work Anniversary Messages that Work

I have created unique messages for birthdays, work anniversaries, etc. I copy that and put that into my message for the person I’m sending it to. It’s memorable, it’s funny, and they always send a thank you note back. It’s powerful to use the birthdays and anniversaries to get on the top of mind to people. Remember to make yours stand out though!


Add Value by Posting Content Consistently on LinkedIn

Posting regularly is one of the best ways to add value on LinkedIn. It doesn’t always have to be content produced by you, it can be something that you’ve shared from someone else as well. Just make sure you add a comment to it. For example, share posts from the Huffington Post or

Want some more tips on Social Media Posting? Read our other blog, here.


Using LinkedIn To Build Relationships with Prospects

When we manage client’s LinkedIn accounts, we’re the face of the customer that we’re serving. We manage all of their staff and CEOs LinkedIn profiles. We’re the marketing agency that is bringing the value into all of their profiles. The powerful part is the CEO can go into their LinkedIn profile and can start connecting as well. But as a marketing agency are putting out content on a regular basis that brings value to their prospects.

So when they’re about to make a pitch to, say, an international company on their services, we have already connected to all the key players. The purchasing agents, general managers, all the decision makers, engineering companies; We’ve connected with them and have been delivering educational value either on that industry or about our client’s company for months. By the time they go to do a pitch or a presentation, they are so far down the sales funnel in terms of knowing, liking, and trusting our customer because of the content that we’ve served up. That gives them a strong competitive edge. I can’t emphasize enough that LinkedIn is a great opportunity especially if you have a long sales cycle in the dealership or in industrial sales, it’s a powerful tool to use.


LinkedIn Video Messaging: How to Send Personalized Videos Through InMail

Another powerful feature of LinkedIn is video messaging. We can quickly make a personalized video and send it through LinkedIn InMail. Again, I’m not talking about a sales message. I’m talking about a connection message. Or a birthday connection. But there’s a lot of opportunities to use video. Once you’ve been connected with the people for a while you can definitely start to talk to them about booking, scheduling a phone call. But you want to make sure that for the first while, long while, that you’re creating value and building the connection with them.

Read more on LinkedIn Video Messaging in our other blog post, here.


LinkedIn Recommendations

LinkedIn Recommendations (testimonials) are a powerful part of your profile. This is a powerful area because people check this out. Companies that want to do business with your company look to see the type of people who you are connected with. They are judging you based on who you’re connected with but they’re also judging you on your testimonials. It’s easy to send a connection a request to get a testimonial. So, the first thing I recommend is going to your profile, finding some of your previous customers and your present customers and sending them a simple request asking them to offer some customer commentary. And immediately, it’s so easy for them to write a little bit of information and send it to you.

The great part is that LinkedIn gives a notification that somebody has sent you a recommendation. Once you’ve reviewed it and you like it then you can post it on your profile. Having three to five is great. Obviously, the more quality recommendations you have, the more impressive you look to visitors. If you’re a company that is selling higher priced products or you’re a car salesman and you’re selling cars, this is a great opportunity to showcase how valuable and important you are to your customers. People do read them, it is one of the top three areas that people read next to the summary and headline.


Use LinkedIn to Get Connections to Know, Like & Trust You

LinkedIn is about bringing business’s value and you’ll see if you look at our profile or any of our clients’ profiles, that we work to deliver value. We’re trying to educate the customers and prospects that we’re connected within the industry that we work in. We’re not offering sales pitches all the time. Once, maybe out of 10 opportunities, we will promote a sales promotion. So, it’s very important to know that people want to get value from the connection with you. They don’t want to be sales-pitched. One of the frustrating things is once I connect with somebody and I get an instant sales pitch. I want to know, like, and trust this person before I start buying things from them. If you have a lot of content in your mind about your business and the industry you serve, share it on LinkedIn on a regular basis.

About the Author - Dawn Larsen

dawnAs the Director of Business, Internet & Social Media marketing, Dawn leads all consulting, marketing strategy and creative projects for Navigator marketing & Business Solutions. Dawn is an award-winning entrepreneur and marketing strategist specializing in custom WordPress web design, corporate marketing strategy and graphic design for business.

A leader in internet and social media marketing, Dawn has helped thousands of business owner and managers leverage the power of the Internet to generate increased profile, leads and sales. Dawn regularly speaks at conferences and workshops throughout North America, as well as being a regular on radio shows and business magazines.

Learn more and connect with Dawn:
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