What not to do when marketing on Linkedin

Do not post blatant self-promotion in the Answers section. Here’s a real world example (details removed): 

Win A Book, A Beer or Business Guidance from [...]

The “question” states more benefits and details on what you can win, then includes a link to a blog post for participation. What’s wrong with that?

Well, for one thing, the Answers section of Linkedin is supposed to be for peers getting help from peers in the same field or industry. By “spamming” Linkedin Answers with your promotion, you are guaranteed to put off a number of users.

Secondly, not many people will read the details, since most people who browse the Answers section are those who are looking to help others and answer questions.

Successful Marketing on Linkedin

Of course, answering a lot of questions and linking to your own (well-written) content can be a strategy on Linkedin, but for most of us who are not full time pro bloggers, that is not a realistic strategy. So how can you market your services without spending several hours a day on Linkedin? Here is an example.

1. Identify your topic. It should be something that you are familiar with, but not the recognized expert on. The topic should be something that engages the experts in your industry, and lets you identify who is knowledgeable on the subject.
2. Write an engaging headline. Check out resources like Copyblogger on how to write a headline that engages the reader. The same rules are valid for Answers posts as for blog posts – engage the reader.
3. Keep the details short and relevant. This should be easy if you’re passionate about your subject. Try to inspire people to answer your question with as much detail as possible.
4. Sit back, relax. Or more likely, get back to your day job or start another SMM activity. Wait for the answers to roll in. If you’ve done a good job, you’re likely to get a lot of answers.
5. Reply with thanks. This is your opportunity. The person who answered your question is apparently interested in the topic you asked about. Write an e-mail (through Linkedin) to each person who answered and thank for the answer. Take the opportunity to introduce yourself, and list any Linkedin Groups you run that may be of interest. Most importantly, suggest that the person connect to you, and provide an e-mail address you have registered with Linkedin (you can register multiple addresses).
6. Follow up. If you don’t receive an answer to your e-mail, this is the end of the line for your relationship with that person. However, since you already have started the relationship on Linkedin Answers, your e-mail-to-connection rate should be high. Thank the person for connecting to you (or for joining your group, where you should suggest connecting again).
7. Use your elevator pitch. In a non-selling way, mention your expertise and suggest that if the person knows anyone who might need services like yours, mention your name. Avoid sending a sales letter, instead try to ask whether it’s relevant for your new connection. Provide links to your blog or other websites that provide credibility to yourself.
8. Repeat. Connect to as many people as you can, asking advice and suggesting that you may be able to help anyone they know that need expertise like yours.

Although you are not broadcasting to a large audience, you may be able to get a large number of relevant connections, that you will benefit from in the future.

Use your elevator pitch.

Pros

1. Ease of use – Twitter is very easy to update with posts and status messages.
2. Manage your personal image – you can get personal with your contacts by keeping them up to date on what you are doing.
3. Keeping it short -you have to limit your posts in Twitter to very short messages, which means you have to think about what you want to say and boil your point down to a sentence or two.
4. Pluggability - Twitter lets you export your twits to RSS and other social media tools. For instance, showing your latest twit on your blog may be an integration to let you manage your mood or activity status. Also, promoting your blog or Squidoo lens has additional marketing benefits.
5. Networking - you can import your contacts from your e-mail address book and you can integrate with other social contact lists.

Cons

1. WIIFM - busy professionals usually don’t have time to try hundreds of new social media. The ever-returning question “What’s In It For Me?” is dominant for busy people. In short, Twitter does not add as much value to Social Media Marketing as a lot of other channels, like Linkedin or Facebook.
2. Feature poor - if you’re considering microblogging, have a look at Jaiku or Pownce before deciding which to use. Twitter is missing some of the features of these competitors.
3. Less efficient than social bookmarking – if you want to link to your blog or website, Social Bookmarking tools like StumbleUpon and del.irio.us are a lot more efficient and time saving in posting links.
4. Clutter risk – unless Twitter is a complement to your other Social Media engagements, there is a risk that Twitter becomes just another social tool in the list of tools you don’t really use.
5. Requires time – if you don’t keep your Twitter account updated with new posts daily, the usefulness of the tool diminishes.
6. SEO isn’t everything – even though there may be benefits in linking to your money-making pages, there are better ways of marketing yourself in social media.

Bottom line

Engaging in Social Media requires time, commitment and sincerity. I would recommend using Twitter (and similar tools) only if you are committed to Social Marketing, and have a clearly defined Personal Social Media Strategy. For most professionals, the time and resources at hand are scarce. Twitter is mostly for personal use, and for fun more than business.

Social Marketing is suited for marketing people, not products or companies. Focus on yourself, your credibility and reputation by writing about things you are passionate about. Without mentioning any of your skills, how wonderful your company is or what Fortune 100 companies you have worked for. If people are interested in you, they will find that information on your Linkedin or Xing profile.