5. Post relevant content on groups (if that’s their approach) and answer targeted questions.
First figure out the rules of the group. If they allow content sharing, start building your credibility in the group by sharing relevant content that fits the interests of the group. This includes relevant blog posts, links to articles you have written, articles that quote you, and event notices for webinars. Be sure to stay sensitive to the dynamics of your group — don’t ever try to dominate the conversation. Your materials should be a helpful resource, not a sales pitch for you.
8. Search with Advanced Filters and use messaging aka InMail.
One of the best features of having a LinkedIn Premium or Sales Navigator account is being able to use Advanced Filters in search. Not only can you search by company and relationship, but Premium advanced search on LinkedIn allows you to search by function, location, seniority level, and company size, as well. Pair that with Messages (aka InMail), and now you can contact prospects directly without a referral.
When I write personal relevant emails using InMail with research I get via LinkedIn, I almost always get a response.
9. Create your own LinkedIn group
Starting your own group gives you control over its content and reach. You can choose to open the group only to people you know or (if appropriate, and if you have the time) you can open it up to a much larger audience. The goal is to engage your audience and leverage your thought leadership to make a difference with members of your group.
LinkedIn offers tips for consultants using the channel to build their business, demonstrate areas of expertise, and leverage their network. Check out the B2B Lead Gen Roundtable Group on LinkedIn. I started this group, and it’s all about sharing ideas that focus on the many aspects of B2B lead generation. The group has grown to 19,100 members, but I’m even more excited about what’s not happening. I’m learning a ton from members because we have rules about what can and can’t be posted, and it’s 100% discussion only. If you are going to do this, be ready for the time commitment this will need to be a successful group. I’ll be writing more on this later.