54 . Glasgow Business December 2015
BIG TALKS Lucia Fella, Digital Account Manager, The BIG Partnership
LinkedIn is more than Facebook with a tie on
The online platform is ideal for professional networking S
omebody recently said to me that they thought LinkedIn was “just Facebook for people in suits and ties”. I had to respond to that. While there
are a lot of profi le pictures with men in formal wear, LinkedIn does off er more than just the opportunity to share a professional picture. LinkedIn adds signifi cantly more value to
B2B communications than Facebook can. If you are a freelancer or you run your own business, then your name is also your brand. Creating a strong profi le online gives you
credibility. It is more than likely that if a potential employer or client is interested in you, the fi rst thing they’ll do is Google your name to fi nd out more about you. LinkedIn ranks highly on Google, so it’s important to have an updated profi le that honestly represents you. T ink about what image you want to
portray. It’s a professional platform, so it may not be advisable to use that photo from last Friday night at the pub. You may have a website or a presence on
social media already, but LinkedIn off ers an additional opportunity to help potential clients fi nd you. If you can direct the relevant people towards your services, then you can generate new leads much more easily than traditional advertising campaigns. LinkedIn gives you the option to link
directly to websites or upload Word documents and PowerPoint presentations that can highlight previous work. Most of the brands we use today have
been recommended to us by a friend or an acquaintance. With this in mind, encourage colleagues and clients to leave recommendations and skill endorsements on your profi le. Networking with potential clients, partners or suppliers has always been an integral part of
business generation. T ere’s no reason why this can’t continue online. Add your LinkedIn profi le to your business
cards and email signature, and encourage people to visit it. T is allows them to discover more about you and your business and helps keep you in mind if they are ever looking for your services. You can also set yourself apart from
competitors by posting relevant content about what your business is doing or what is happening in your industry. T at’ll help people fi nd you through likes and shares and, if they like what they see, reward you with new leads. Sharing news, articles or blog posts on LinkedIn also gives you an opportunity to build closer links with your audience and engage with them. As well as networking,
you can join LinkedIn Groups with like-minded individuals relating to your industry. By identifying groups that are relevant to your target audience and then sharing content such as on-topic articles, guides or blog posts, you can become an infl uencer among your peers. With almost 400 million users
worldwide, it’s hard to ignore the benefi ts LinkedIn off ers as a social platform for B2B communications, so make sure it is part of your company’s web and social media strategy… even if you don’t wear a suit and tie as part of your daily at ire.
”Sharing news, articles or blog posts on LinkedIn also gives you an opportunity to build closer links with your audience and engage with them “
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