The best business advice, opinion, news and expertise in Greater Manchester and further afield.

Friday, 7 February 2014

Are you getting the most out of LinkedIn? – Part 2

By Hakeem Adebiyi - Director, Hands Associates Ltd

As we discussed in part 1 of this series (see my Chamber blog post from 8th November), LinkedIn is probably one of the best professional marketing platforms available. However not that many people use it effectively. This series aims to help small businesses to started using LinkedIn effectively.

Just in case you’re not convinced that LinkedIn is the best social network for your business...

For those of you who don’t like graphs this basically tells us that : LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

LinkedIn's conversion rate also outranked social media as a channel overall. In other words, of all the traffic that came to these business' websites via social media, .98% of that traffic converted into leads, compared to LinkedIn's 2.74%.

Good news is that these stats include a lot of people who don’t use LinkedIn effectively, so if you follow my simple tips you will be ahead of 90% of people on LinkedIn.

In Part 2 of this series I will focus on completing the rest of your profile, setting the right preferences and then how to connect to the right people.

Completing your profile

We have previously discussed general profile details and summary so let’s move on to experience


This is a simple area to complete yet it is often neglected. It is obviously really important as it supports the summary and tells people what relevant experience you have.

What we recommend here is just to have your current job unless there is another job which specifically shows specialist experience that your current job doesn’t. The main point is that there is no need to show all your jobs as people aren’t really going to utilize your goods or services based on what you did 15 years ago.

Again, use your keywords, add your logo and also any relevant links, files or videos. Once you have completed that speak to your clients and ask them to recommend you so that it’s not just you saying how good you are but you also have independent verification from your clients. Being successful online is about building that “know”, “like” and “trust” factor, recommendations ensure that this is achieved.

Don’t worry LinkedIn will tell you when your profile is done and once it is completed it’s time to move on to connecting to the right people.

Connecting to the right people

If you want to generate business on LinkedIn then you need to be connected but you need to be connected to the right people. The good news,  it’s easy when you know how.

Follow this simple stepwise approach (this is for local business but you use a similar methodology for any business.

Step 1 – go to your profile and click on your location (gives you all your contacts in and around your area)

Step 2 – click on the 2nd connections in the relationship box ( these are people who are connected to your connections)

Step 3 – Click on the shared connections and identify who you know

Step 4 – Connect to this 2nd connection and tell them that you are both connected to X and you would love to connect to them. Obviously you only connect to people who are relevant to your business.

Using this simple methodology you will be able to connect to a lot of relevant people quickly.

Once you have done this then you need to move onto what I consider to be the most powerful area of LinkedIn and that is groups.


We will talk about how to get the most out of groups in our third and final part of this series – Engaging the audience. For now I will just quickly show you how to join targeted groups for your business area. Again a simple process.

Step 1 -  Go to interests on the navigation bar and click groups

Step 2 - Enter  your target market into the search bar e.g. small business etc.

Step 3 – Check the types of people in the group, the number of people in the group and then click join.

You are now ready to start profiting from LinkedIn.

In the third and final part of the LinkedIn articles I will discuss:

Engaging groups and how to profit from them
How to make £20,000 from one status update

In the meantime if you wish to know any more about marketing your business on LinkedIn please feel free to contact me on 07786535550 or email

References: 1 - LinkedIn 277% More Effective for Lead Generation Than Facebook & Twitter [New Data] by Rebecca Corliss.

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