LinkedIn is the best social media platform for small business owners, (especially those on the business networking scene). My clients find it gets better engagement and conversion. And it’s a little different to other social media channels. A little more professional or grown-up, perhaps?
Use it to stay connected to people you meet, learn from inspirational business owners, build your personal brand, and showcase professional expertise.
And yes, it’s for all business owners, not just professional corporate types.
Back up in-person business networking with a LinkedIn connection
If your target customer is geographically local to your business, you can fast-track your brand’s reputation by attending networking events and talking directly to others about your business. If you follow up on LinkedIn, you remain top of mind.
Savvy business owners know the trick. Meet someone networking (mutual knowing), follow up with an invitation to connect on LinkedIn (hoping they like you too), and post regular, engaging, and relevant content that their new connection will see over time (build trust).
The truly savvy (or super social) follow-up with potentially strategic connections, an invitation to meet for coffee or a quick ‘great chatting about Italy last night’ message that shows personal connection.
These networks of trusted and trusting connections can become referral partners, even if they never require your product or services. Occasionally, they also become your friends – but that’s another story!
Learn from a curated newsfeed
To benefit from your new LinkedIn connections, you will need to nurture them as you would any other relationship. That means spending time on LinkedIn, sharing great content, and engaging with others. Make this time on LinkedIn work for you with conscious engagement.
The more you like, comment, or share a person’s posts, the more you will see them. If you want to hear more from a particular connection, visit their profile, that’s Susie Basiaco – Founder of the Social Nest <wink>, and engage with recent posts so the algorithm will serve you more of what you like.
NOTE: You can also use LinkedIn follow your ideal client and find out more about their pain points and how your brand might help them better.
I make a point of engaging with local charities to boost their visibility, and I follow a few very genuine, relatable, practical, Australian business owners. These are the kind of mentors that have done the hard yards for you, share the lessons they’ve learned in business, so you don’t have to make the same mistakes. I get little tips from their posts, but if I need advice, I know where to go looking for it. If that sounds like your vibe, check out:
- Dante St James – Marketing and brand consultant. I like the honest way he talks about big failures and coming back from the brink in addition to his excellent business advice.
- Kate Toon – Digital Marketing Coach, business mentor, bookshop owner, and author. I appreciate Kate’s transparent insights about what it’s really like to run a business, buy a bookshop, and manage an online membership while parenting and being a human.
- Jarrod Deaton – Founder of Three Mills Bakery (need I say more?). Jarrod believes food businesses are the heart of a community. I find his shares about what worked and what didn’t work to be inspirational, even outside of the food business.
And of course, send me a connect request to let me know you read this article, I’d love to hear from you!
Be clear on your personal brand so your connections remember you
Remember earlier when I mentioned using LinkedIn to build trust with your new business networking connections? And a few months ago, when I wrote about building your LinkedIn Company page via your personal page? This is where it all comes together – your personal brand.
As a small business owner, you will often be the first introduction people get to your business. This means you want them to talk about you as much as your business (in a good way). Embrace your personal brand with a public identity that lets the world know your values, expertise, and personality. Get it right by knowing and staying true to yourself to elevate both you and your business.
A personal brand is not pretending to be someone you are not nor is it mandatory to share absolutely everything about yourself and your life. It’s about showing up consistently (try weekly if you can) and proudly as the person you know you are.
- Niche your expertise.
Broad expertise is great, but then so is your competition. Specific niched expertise helps you stand out so people know exactly when to contact you. Even if it’s as niche as goldfish breeding. - Own your personality.
Authenticity is important to attract your ideal client, so let your quirks shine, and your expertise speak for itself. - Memorable visuals.
We are a visual creature at heart, so having a distinct visual style can help build recognition faster. Think face to camera, repeat location, or distinct personal outfits.
Want to hear how my client Mark built his LinkedIn Company page audience from 0-2500 in six months by growing his personal LinkedIn audience? Book a free intro chat today. I’ll tell you all about it and show you how it can work for you.
