Fresh off a LinkedIn professional development presentation that my marketing and social media agency hosted at the Greater Bethesda-Chevy Chase Chamber of Commerce in the Washington, DC area, I was inspired to underscore the points presented and flush out for a larger audience (those of you who couldn’t make it) some of the strategies and issues discussed. First of all, as a consultant, I believe wholeheartedly in the organic approach. For so many reasons, most importantly because of transparency. If you put in the effort people who may be prospective clients or influencers who can boost your moxie will know it and feel it. If you take short cuts — that is, take the non-organic approach, that is, pay your way (I will say no more) — people will know that too and have a different (I’m not saying “negative,” I’m just saying “different”) opinion of you. One of my favorite influencers on LinkedIn is Jeff Haden (link). Besides his self-deprecating nature, one of the reasons I like him is that he believes in the organic approach. 20 minutes a day on LinkedIn is what he suggests for an investment of time and effort, not just talking about yourself/your company, but engaging with others to generate leads and referrals. Here’s his latest advice on how to break down that 20 minutes a day on Linked in — from a piece in Inc.

1. Go digital with your collateral/messaging: “The main thing to remember about LinkedIn is this: It is a huge, never-ending, virtual networking event. And, as with any networking event, people want to know what you do, and not the long version! Plus, people like visuals — pictures and videos. So, add a short video to your LinkedIn profile (:30 — perhaps it’s the one you already have on your website) so more people can find it. Make is a case study in success, suggests Haden: “Your 30-second commercial … as told from the point of view of a prospect in pain [who] eventually turned into your happy customer.” Adding a video to your LinkedIn profile can give yourself a competitive advantage and will absolutely differentiate you and your company.

2. Add connections to your network. I couldn’t say it better myself, so I won’t. Direct quote from Haden: “If you invest a minute or so each working day clicking the “connect” button on the “People You May Know” list that LinkedIn posts in your feed you will broaden your network, and you will become known as someone who broadens the network, which is just as important. Remember: Everyone you talk to about business or meet during the course of the business day is a potential LinkedIn connection.

3. Ask for introductions: LinkedIn is built on connections. Follow the protocol and ask for introductions. The “ask” is a great way to stay in front of your direct contact and create a circle of engagement.Spend five minutes a day investigating the connections of your contacts to see whom you don’t know personally but would like to meet.”

4. Follow your current clients and prospects. “Spend two minutes each day looking up your current clients and top prospects.” If a client or prospective client has a company page, Haden recommends following it and monitoring it.

5. Post an update. Haden recommends spending one minute a day posting an “Update” to your LinkedIn network. “But never sell when you post updates,” he says. “Add value and share expertise instead.” Remember, when you post, your comment is displayed on the feed of all the people with whom you are connected.

6. Join groups. Invest 5 minutes on linking with those who are in your groups. Because you can connect with people who are in the same group, “use this as a targeted way to add value to others, share insights, and build out your network with prospects. Here’s a link to Haden’s tips on finding the best groups to join.

7.Write a recommendation. 5 minutes a day should be invested on others, so instead of waiting for someone to write you a recommendation, you go first and write and post a recommendation for a customer or key client. The individual will receive a message asking if they would like to post your recommendation to their profile. “This will align you with your contact, serve as a permanent top-of-mind promotional piece for you and your organization, show your network that you work together, and make it much more likely that your contact will look for a way return the favor,” says Haden. That favor could be their LinkedIn recommendation of you or it could be a referral. “Often, it’s both,” Haden writes.

8. Use LinkedIn to celebrate the accomplishments of others. Add one more one minute applauding the accomplishments of others. Share with your LinkedIn world the status updates posted by others. “Recognize the person with an “@” reply …[to] ensure they receive notification of the mention,” suggests Haden.

9. Stop. Ahhhh. Such an important point. “The key to success on LinkedIn is investing a little bit of time every working day–not six hours a day for a week straight, then nothing. Do all of this regularly.” As you go forth and conquer, remember something important about LinkedIn. It’s not a place where you can or should blatantly push your business. It’s a networking function that gives you the ability to network with hundreds of people. I like to think of it as a networking event on steroids. Treat it as such. When you shake someone’s hand at a networking event, you are not hard selling your business or product, so don’t do it on LinkedIn either.

Some additional LinkedIn reading materials:

Inc. Magazine – 2015

Inc. Magazine – 2012

Forbes Magazine – 2015

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