07 Nov LinkedIn Marketing: How to Do It Without Spamming People
Based on my experience so far this year, a lot of otherwise smart professionals think “LinkedIn marketing” means spamming. Oh my gosh, people! No!
Just because you can connect with someone on LinkedIn doesn’t mean it’s time for sex with strangers. You know how many coaches and consultants have asked to connect this year – and then immediately launched into a sales pitch? Or worse – tried to force a conversation?
Here’s how to do LinkedIn marketing properly
It’s not rocket science – just common sense.
Connect to prospects who are active on LinkedIn
I know plenty of successful professionals who rarely use LinkedIn. A surprisingly large number of marketers fall into this category, which always surprises me.
You will gain pretty much nothing by connecting with people who aren’t active on the platform. It’s kind of like going to Starbucks every day, hoping you’re going to run into someone – who makes their coffee at home. Find out where they spend time online or in-person – that’s where you should try to reach them.
When you find a great prospect on LinkedIn, always send a note. In that note, tell them why you want to connect. Don’t pitch them but do be sincere. “We have a few people in common, and I’m impressed by your accomplishments.”
Engage with their posts
Like any marketing effort, the more you put into LinkedIn, the more you’ll get out of it. I suggest going through your news feed a couple of times a week. React to and comment on the stuff people are posting – especially your prospects. You want to be visible.
If you have a list of prospects but their activity isn’t showing up in your feed, be careful of stalking them. If you’re a LinkedIn Pro member but they’re not, you can look up their profile (and thus their activity) without them knowing. If they’re also a LinkedIn Pro member, they’ll know.
Basically, be careful of becoming Creepy McCreeperson.
Reach out with useful info
A sales pitch is not useful unless your prospect specifically says, “I need X – any recommendations?” and you happen to sell X.
Useful information includes a story or news article you think they might like, a restaurant recommendation when they’re traveling, a tip in response to something they post. If you aren’t sure, ask, “Is this useful to me, or useful to them?”
That’s how I use Linked for marketing. How do you use it?