The following is a guest post by Anitha Cadambi.
LinkedIn can be a powerful free business tool, if used properly.
I recently put my theory to test. A friend of mine started his own company. Like any start-up, funds were dry. Marketing was critical. We decided that using LinkedIn might be the way forward.
I started by creating a group for the company. I invited members in my existing network. This not only created activity on the company’s LinkedIn page but also created activity on member pages, thereby generating interest. The purpose of the group was to educate members on trade issues as well as on company discounts and referral rewards. I began by sharing interesting links to trade issues on the group. Before I knew it, I had initiated my first discussion.
I realized that people like free resources. Add credibility to these resources, and people begin to become more invested in your daily updates and discussions. The objective was to create buzz, and I had succeeded. I soon started inviting members outside my network and asking my network to invite people within their personal networks.
The 5 Ways to Market Your Company Effectively on LinkedIn
1. Have a complete profile page
Think of your LinkedIn profile as a resume. You want someone to be interested the minute they look at your resume.
Provide enough details to catch one’s attention but exclude unnecessary information.
2. Join groups related to your business
Our company was a logistics and transportation company. We found groups that were logistic and transportation based. We became members and participated in discussions on these groups.
But remember to expand your horizon. Be active on groups outside your company focus. We joined other groups catering to start-ups, international businesses, advertising and marketing groups, etc., as these were buzz worthy platforms.
3. Connect with Alumni
Think of Alumni as family. The minute you share a common University, someone is more likely to give you his or her business. Trust is automatically created. The key is to form a relationship and follow up but customer communication is beyond the scope of this post.
4. Keep your Company group active
You want to make sure your group remains active. The minute you lose interest in your group, members lose interest.
Once you are successful, share company progress on your group (subject to company approval). If your clients consent, list client success stories.
5. Ask for Recommendations
Recommendations are a great LinkedIn application. When customers hear from other customers, they feel more inclined to try a product (read Yelp!).
Ask customers for recommendations. Ask individuals who have done business with you in the past to provide recommendations.
But remember……No topic goes unscathed without legal consequences. Social media marketing is one of them.
Here are a few issues to keep in mind…….
Rushing in to a deal too quickly can be risky. Use LinkedIn to connect with prospects but ensure all business deals are contracted for.
Remember, communication through LinkedIn and other social media is acceptable evidence in a court of law (Linda Wenneker vs. Contra Costa County et. al.).
Misrepresenting your business or its service can lead to grave consequences. Once you begin to connect with prospects via LinkedIn, make sure any information you provide is true and verified. You do not want to have to deal with an issue where you promise an investor certain financial returns through your communication with the investor and then face a situation where your business fails to reach those goals and now your investor is suing you for misrepresentation.
Do not falsely advertise any of your products or services. Legal action in the form of false advertising can become an issue in such a situation.
Contacting former co-workers or clients/customers can create problems for your actions could be considered a breach of your non-compete agreement with your non-California based former employer.
Though non-compete clauses are not recognized in California, other states recognize these clauses and the last thing you want to deal with is legal action in another jurisdiction claiming you solicited employees and customers of your former employer.
Another important issue to consider is copyright infringement. Make sure information being shared does not infringe any existing copyrights.
And just to be extra careful, if you are using LinkedIn and other social media to market your business, think about including social media coverage in your insurance policy.
Anitha Cadambi is a 2011 LL.M graduate from USC’s Gould School of Law who recently passed the New York Bar Exam. She has an LL.B from the University of Pune, India. She can be reached at anithacadambi@gmail.com.
Twitter: @AnithaCadambi
Linked In: http://www.linkedin.com/pub/anitha-cadambi/2a/97b/b62
Related Reading:
- The New Email Marketing Rules for Business
- Six Indispensable Tools for a New Business Startup
- How to Raise Capital for Your New Business (While Keeping It Simple)
- How to Create a Blog for Business in Five Simple Steps
- 23 Quick Actions You Can Take Today to Provide Legal Protections For Your Business Forever
