Recently I shared with you how I got published on Forbes using LinkedIn and how I attach LinkedIn to my PR strategy. Now, inside this article, I show you the changes you should make to your LinkedIn profile and the actions you need to take on LinkedIn once your firm or B2B organization gets featured, interviewed, quoted or published.
Action 1: Use the power of the media to provide instant credibility
When you look at my LinkedIn profile (www.linkedin.com/in/kristinajaramillo/), you’ll notice that my headline reads, “See Why Professional Service Firms & B2B Organizations Use This NY Times Recognized LinkedIn Expert Featured on Forbes.” My summary reiterates my media attention as I mention: “Now, my LinkedIn marketing firm (GetLinkedInHelp.com) and I are NOT affiliated with LinkedIn. I am not certified by LinkedIn. However, LinkedIn does recognize me as an expert as I’m featured in their new ebook “The Sophisticated Marketers Guide to LinkedIn.” The media including the NY Times, Forbes, MarketingProfs, Website Magazine also think of me as a LinkedIn marketing expert as I get results.”
Under my LinkedIn profile summary, I have a publications section which includes my articles on Forbes.com, MarketingProfs, Website Magazine and Profit Magazine. For each publication there’s a brief teaser summary and an active link to the article. Check out the screen shot below:
In my experience section, the first position I have is:” Featured LinkedIn Expert in LinkedIn’s Own Sophisticated Marketer’s Guide.” So, again I am reinforcing the fact that LinkedIn recognizes me as an expert. After describing LinkedIn’s guide and mentioning who else is featured (as I’m associating myself with other well-known experts), you’ll see a pdf of my featured interview inside the guide.
You’ll also see that I have a position, “LinkedIn Marketing Expert Recognized by the NY Times & Featured on Forbes.com & MarketingProfs” which describes in detail even more PR that I have generated (most of it by using LinkedIn!) Underneath that position, I have a complete slide presentation which shows screen shots of all the publications that have published my articles, featured my expertise or quoted me.
Action 2: Use LinkedIn to get more eyeballs on your generated PR
You don’t want to leave it to chance that targeted decision makers see your firm’s or organization’s article, video or podcast. You want to put your generated PR in front of their faces by creating different discussions inside the different LinkedIn groups and on your company page and showcase pages.
As I mentioned in my previous PR News Online column, “How to Attach LinkedIn to Your PR Strategy” – not only did I attract more business by creating discussions on my article placements on websites like MarketingProfs, but it’s also why I am published in LinkedIn’s guide.
Action 3: Use the generated PR as a reason to reach out to connections
Most people’s connections are “cold connections.” Once a connection is made, most business professionals do a quick message sharing how they can help the prospect and invite them to a phone call. If the response goes ignored, the communication stops. Business leaders are not on LinkedIn to be sold to. They want relationships built on value. So, use the PR as a reason to keep your connections attention.
Action 4: Use the PR as a reason for decision makers to want to connect
I use content (my generated PR) as my reason for why key decision makers and influencers should connect with me. I want to show them that I am credible and that I am looking to provide them with real value. For example, when reaching out to PR firm owners, I used this as a recent invitation to connect:
As you belong to the PR News LinkedIn group, I think you’d be interested in learning how I get published on top websites like Forbes using LinkedIn. Please connect with me so I can share my recent PR News article on how to attach LinkedIn to your PR strategy.
Action 5: Use LinkedIn as part of a lead engagement process
When my LinkedIn connections become part of my LinkedIn group, “Get Help with Linked Strategies,” they see a ton of discussions based on my PR and my blog posts at GetLinkedInHelp.com. I also stay engaged with them with a customized drip message campaign where I provide them with specific content that is relevant to them. The content I choose is based on what they’re liking or commenting on LinkedIn, what their organization is involved in right now, what the group members LinkedIn profile says and much more. Inside these messages where I provide group members with additional content, I share links to my PR, my blog, white papers, webinars and other resources.
Now, start taking these actions and start gaining your prospect’s trust, get decision makers to want to connect and stay engaged and establish relationships so connections will want to become clients. For more information on how to mix PR, LinkedIn marketing and content marketing, check out this free LinkedIn marketing training.