Frank sent me an unsolicited e-mail inquiring about my consulting services.
I had no idea who he was at all.
Being the (hopefully) good marketer that I am, I asked, “How did you hear about me?”
The answer shocked me. “I liked your title on LinkedIn.”
As he explained:
I found you kind of randomly. Michael R. accepted my LinkedIn invitation (I have known Mike probably 10+ years) and your name was 1st on his list of friends with the words “Marketing Navigator” by your name.
I found the title intriguing – especially because if Marketing Navigator meant what I hoped it meant, it would be exactly what we need.
It sounds like you could potentially really help us, and if I understand correctly, as your many testimonials suggest, you not only consult, but manage implementation.
Did you read that? A unique title caught his eye … and led to a qualified lead. Pretty low-cost marketing via LinkedIn.
Unfortunately, nondescriptive titles that don’t grab attention and tell stories to would-be connections are just one of the many ways that LinkedIn is completely underutilized.
Another big one is when LinkedIn is not used for pro-active, focused networking.
This has two sides to it.
- First, it reflects poorly on you.
- Second, you miss opportunities to grow your network.
I am frequently surprised (and frankly, mildly irritated) when people send an e-mail asking “do you know anyone at Company X?”
What this note communicates is that the person is lazy. Pretty much my whole network (and probably a good chunk of yours) is on LinkedIn (here’s the network map) and the person didn’t even bother to look.
The second can be illustrated with a recent example from my trip to Sao Paulo, Brazil.
As a committed networker, I have two rules when I travel for business.
- Always see something that is unique to that city.
- Always meet at least one new person in that city for each day I will be there.
- First, I turned to LinkedIn and clicked on Advanced People Search. I put in the keyword “Brazil.” (Note: I did this two months before I went there.)
- When I got the results, I sorted by “relationship.” I was looking for all of the first level connections. In other words, I could approach them directly.
- I found 15 people who met the criteria of having some connection to Brazil. This was my initial target market.
It’s been a while, but your name came up in a keyword search on LinkedIn. The keyword was “Brazil.” I’m going to Sao Paulo, Brazil, at the end of January and am looking to meet/network with
- Technologists (particularly around the sugar cane/ethanol, but also IT)
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