How to use LinkedIn to attract, engage and convert new business

LinkedIn is a database and a community of professionals from all over the world, covering an array of different industries. This is a free resource (Premium subscriptions available), easy to use and robust. Here we detail how you can best use LinkedIn to attract, engage and convert new business.

First impressions are just as important in the digital world as they are in person
Remember, LinkedIn is a business network. Present on your LinkedIn profile like you would for an face to facesales meeting.

• Use a professional headshot, keep this simple and don’t wear sunglasses, hats etc.
• Regularly change your background image, keep this fresh, creative and inspiring.
• Write a considered headline. This will be indexed when searches are made, so be specific. What do you want to be known for? For instance “Delivering memorable events in an Sydney iconic venue”.

Use your Business Page to drive sales
A business page is a great platform for your sales team members to use to engage with new prospects. The content here should be on-brand and approved, this means your team can share posts without the risk of diminishing your brand integrity.
When creating content for your business page use the Three Conversion “C’s”:

• Consistent - post regularly and with a consistent approach.
• Creative - is your content interesting? Engaging? Unique?
• Credibility - validate your messaging and only share true, accurate information and resources.

Why filters are a key tool when prospecting
Firstly always qualify, who is your ideal prospect and why? Say they are an Event Manager of a business with 500 employees and located in Melbourne CBD.
All of these criterias can be added into the LinkedIn filter. LinkedIn will then form a list of your ideal prospects!

Connect and convert new business through LinkedIn
Once you have identified your ideal prospect, see if you have any mutual connections. If so, can you reach out to that mutual connection and ask them to send an e-introduction? A referral is always positive.
When connecting with new people always make use of the message section. Be specific with your message, note why you want to connect to them and how your relationship could be beneficial.
Once the connection is made, start engaging with them via the platform and show how your relationship can be meaningful.
It is now time to reach out via a phone call - pick up the phone and call this prospect. State that you recently connected with them on LinkedIn and that you wanted to put a voice to the name and say thank you for being part of your community. Clearly define who you are professionally and importantly, ask how they like to be communicated. Is it via inmail, phone, email? This call is not to sell anything, it is to develop the relationship.
Follow up via their preferred contact method with an emotion driven subject. For instance “I saw your recent event had an incredible ice sculpture, we’ve held an event her recently which included similar elements to your event, I’d love to invite you in for you to experience our hotel”.

By following this sales advice, LinkedIn can become one of your most valued prospecting tools. Think of LinkedIn as an extension of your CRM system and start engaging with new prospects today!