The Components of a Successful LinkedIn Marketing Campaign

LinkedIn can and should be the nexus of a successful corporate marketing campaign. In addition to being able to write full-length articles, the beauty of the system is that it has the features of most, if not all, of the other major social media sites: You can share short messages (updates), pictures (photos), and multimedia (audio and video) files and, most importantly, you can interact with virtually no limitation, with current and potential clients/customers, whether they are your direct (first-degree) connections or not.

It is how I built my brand which equates to my business. And while it is a long, on-going, process that takes commitment and an investment of time, it’s relatively easy to do.

What are the steps?

First, obviously, create a personal profile. But what some business owners neglect is to create a Company Page as well. While not obligatory, it may be helpful, depending on your type of business. There may be some things you don’t want to have on your personal profile but would want on your Company Page. This is similar to Facebook complementing your website. You do some things on the former that you would not do on the latter.

Of course, if you do not let the world know what you are doing, then you are doing nothing. You can’t be the best kept secret in town! And this is what takes time. You not only have to write articles (posts), but share updates and (business related) photos, but also promote any of your PR successes, such as quotations on news sites, podcast or radio interviews, television appearances, and speaking engagements (all of which may come as your reputation builds).

The foundation of your LinkedIn world is your network. You can literally invite the world to join you. That is a strategy that works for some but not for others. It depends on your type of business. I, for example, need connections in all industries across the United States. A realtor in New York City only needs first-degree connections in the “Greater New York City” area. That said, she still will want to be known outside of New York so that if someone is moving to the City they will reach out to her for advice and assistance. That is accomplished by becoming a recognized industry leader.

This brings me to Groups. In addition to writing articles and sharing updates (not just about your activities but also professional articles/news stories), and photos, it is important to lead and participate in discussions in LinkedIn Groups, which is why joining Groups is so important. It is also a great way to promote your LinkedIn articles.

But let’s return to those first-degree connections. Once you have them, you have to use them. If you don’t interact with them, professionally, through messaging, it would be like going to a party, getting the phone numbers of persons in whom you are interested, not calling any of them and then complaining that you don’t have a date for Saturday night!

Additionally, you should not ignore other social media. For example, make certain to Tweet about your LinkedIn and real-world activities. (This can easily be done by using the social media message scheduling site, HootSuite, which, like all the other sites mentioned here, excluding LinkedIn, are free.) That will help to broaden your name recognition and will result in your receiving requests from LinkedIn members to join their networks. As soon as you are discovered on LinkedIn, based on your activities, people will want to have you in their networks.

(For the record, there is a free LinkedIn account. That said, you need a premium account because there will be no limitations on the number of searches you can conduct. You need to conduct searches to find members to join your network.)

A great website to help further build your reputation is Help A Reporter Out. Sign up as a “source” and every day, three times a day, you will receive literally hundreds of questions from reporters. Answer those that pertain to your profession or industry and, before you know it, you will have media citations which you can share with your LinkedIn and social media networks and include on your personal Profile and Company Page.

Similarly, opening an account on the podcast site BlogTalkRadio, can also help in the building of your brand. If you are proactive, you could be a guest on podcasts. Once the interviews go live, so to speak, you will then have links to share as updates, not to mention having something to add to your Profile and Company Page, thus making them multimedia.

There is no doubt that this is a time-intensive activity, but if you have the time, it is time well spent. And, if not, there’s someone you can hire to do the work for you.

Building a Brand? Here’s How to Get Cited in Hundreds of Publications Across the US and Around the World, Secure Tens of Thousands of Real Followers and Do It All on a Zero Budget

The answer?  A website.  WordPress.  LinkedIn.  Help A Reporter Out.  Twitter.  HootSuite.  YouTube.  BlogTalkRadio.  Put them all together, mix thoroughly and – voilà – fame!

Of course the secret, like in any recipe, is knowing how much of each ingredient to use, and how to combine them.

Let me begin by establishing my credentials:  First, I have been cited in over 600 articles, appearing in 400 publications, across the US and in 23 foreign countries.  Second, I have tens of thousands of real followers.  I have never signed a single person up to receive any of my publications.  Anyone who follows me does so of their own volition.  And I certainly have never paid for a list of followers.  No, my tens of thousands of followers are all real.  Third, with the exception of my website (which I would have to have regardless of any marketing campaign), I have never paid a penny for any of the marketing/promotional websites/platforms I have used.

Now to the matter at hand:

As noted, I have a website.  Having a website is the minimal cost of doing business in today’s world.  You have to have a website and a professional e-mail address if you want to be taken seriously.  You need the site to be able to show people your expertise.  Being “the best kept secret” is not a formula for business success.  There is no room for modesty in business promotions.

I have a blog.  It’s a simple WordPress production.  I write all the articles myself.  And, as of this moment, the 3,529 subscribers have all signed up on their own.  Every article I write arrives directly into their e-mail Inbox.  I don’t SPAM.  They signed up to receive the articles.  They can unsubscribe whenever they want.  Fact is, every month I gain a few more readers.

Of course, if you don’t have a website, you can let the world know about yourself by making your LinkedIn profile multimedia, as I have done.  If I wanted to, I could add links to all of the articles in which I have been quoted.  There’s no limit to what you can include on a LinkedIn profile.  But sometimes focusing more on your activities (updates, photos and posts) than on your profile content can lead to better results.

But one word of warning:  You never want to sound obnoxious.  If you get up and say that you are the best at what you do, you will come across as foolish and lose any credibility that you may have.  Saying you are an authority in your field is not much better.  Showing it, however, is a different matter.  I could say that I am a recognized authority on executive recruiting or career counseling, and sometimes I do, but I prefer to show it.  I do so by publishing links to hundreds of articles on employment-related topics in which I am quoted.  I have those links because I know how to use the website Help A Reporter Out.

My industry is not visual so I do not need to use social media cites that feature photographs.  I use LinkedIn (which does allow for the uploading of photographs).   I’m also not a big fan of Twitter, although I have over 3,300 followers.  But Twitter is a great site, along with HootSuite, to use as a tool to “broadcast” accomplishments to numerous social media platforms simultaneously.

And then there is YouTube, which you can use to upload tutorials, and BlogTalkRadio, which allows you not only to possibly be a guest expert on countless podcasts, but to host your own show, further raising your profile as an expert in your field.

Bottom line:  When you are a recognized expert customers, clients and potential employers will come to you – which is a lot better than having to go to them!

Of course, what is missing from this article are the details.  Not to worry; if you are in New York City on Friday, June 17, at 10:00 AM, join me at the Science, Industry and Business Library, 188 Madison Avenue, to learn my secrets.  There is no charge for the event which, by the way, is purely educational.  You will not have to sit through any sales pitches.  Registration is requested.  (This presentation is part of MarketingWeekNYC, sponsored by the Manhattan Chamber of Commerce.)

Not in New York City on the 17th?  No matter.  I will be uploading a video of the PowerPoint presentation to my YouTube page and will let my followers know when it is available.  So become a follower!