How can a professional use LinkedIn to market their business?

Peter Reitano

LinkedIn isn’t just digital resume. Like any social media network, the value lies in the interactions that takes place on LinkedIn. It can be a great tool for professionals to grow their business – if it’s used it in the right way. Here are four ways that LinkedIn can be used to get more leads and clients.

1. Optimize Your Profile

Put some thought into your LinkedIn profile and it will pay off. Profiles can be optimized for the search terms that people are already using. Consider what industry terms are relevant and include them throughout your profile to get a better chance of showing up search results. Your most important keyword, such as “chiropractor” should be included in your headline and job title – they have the most bearing on search rankings. While you’re at it, make sure your profile is clear and includes relevant information. That way visitors will know exactly what you’re all about when they arrive at your profile.

2. Be a Thought Leader

LinkedIn provides a great opportunity for professionals to set themselves apart as thought leaders in their industry. This can be done by publishing and sharing great content on LinkedIn regularly. By posting content that is relevant to your industry, you can set yourself apart as an expert, and immediately start gaining the trust of prospective clients. As others engage with your posts on LinkedIn by liking, commenting, and sharing them, your profile will get in front of more people beyond your first degree connections.

3. Join and Participate in Groups

LinkedIn groups are a great place to find prospects and build relationships in your industry. LinkedIn allows users to join up to 50 of them so no need to be picky! Contribute to groups by posting useful content, engaging with members on their posts, and answering questions when possible. Prospective clients will appreciate the help and some of them may be interested in hiring you. Being a member of the right groups will also give you the opportunity to “spy” on your audience and hear exactly what they need help with.

4. Utilize Sponsored Updates

LinkedIn has been testing Sponsored Updates with a few companies since January and they just rolled them out to everyone. LinkedIn Sponsored Updates are similar to Facebook’s Sponsored Posts. They allow advertisers to promote specific posts beyond their network and drive more traffic to their website. Early results have shown these types of ads can be very effective on LinkedIn. As a side benefit, if you run a Sponsored Update from your company page, you’ll likely see an increase in follows as well!

Peter Reitano

An active participant and early adopter in the digital space, our President Peter has strong insight into online behaviour and social trends.

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