This document provides tips for using LinkedIn effectively for business purposes. It discusses designing an impactful profile, focusing on achievements rather than job details. It also emphasizes that LinkedIn works through connections, and recommends connecting with as many contacts as possible while also cultivating deeper relationships. The document outlines strategies for open networking versus trusted partner networking and suggests a middle approach. It provides tips for using search, groups, status updates, testimonials and more to find potential clients and enhance one's professional profile on LinkedIn.

1. Marketing
KnowHow
for LinkedIn

2. 1 2
LinkedIn is for making customer
and business partners connection.
Design your profile to have the impact
you want on those connections. Treat
it like your introduction at a networking
meeting and talk about how you helped
people and the differences you have
made.
Job titles, main achievements and
company names can help give you
credibility but don’t include all the details
you would on a job application, it’s not
overly valuable. Don’t feel obliged to fill
in every category. Use whatever space is
provided to give the impression you want
to give.
LinkedIn works on connections.
The most powerful use of LinkedIn is to
find new customers and business partners
through the search function or directly
via your contacts’ connections. The more
direct connections you have, the more
opportunities you have to connect.
Keep it simple Get yourself connected
Marketing KnowHowLinkedIn: Best Practice Guide for Business
LinkedIn is a great way to increase your professional profile
and leverage business relationships either for yourself or
your business unit. Here we present some useful tips to
using your LinkedIn account for business benefit.
LinkedIn: Best Practice Guide for Business

3. 3
There are two very different strategies to connecting on LinkedIn:
Open Networking and Trusted Partner Networking.
Choose your connection strategy carefully
Marketing KnowHowLinkedIn: Best Practice Guide for Business
The first strategy is to be an Open Networker
or LION (LinkedIn Open Networker). LION’s
focus on growing the size of their network
by initiating and accepting connection
requests from as many people as possible.
LION’s typically have many thousands of
connections. This means that when they
search for useful relationships (potential
clients or business partners), for example
looking for contacts in specific companies, or
geographies or with specific interests
or job titles they are much more likely to find
them.
The downside of this strategy is that with
thousands of connections you don’t know
each one very well, if at all. You’re essentially
using LinkedIn as a telephone directory rather
than as a way of making deeper connections.
That’s neither good nor bad it just means that
if you find someone you want to connect with
through one of these shallow connections,
you’re unlikely to get a strong referral to them.
The other strategy is to have fewer but deeper
connections - a Trusted Partner strategy.
Here you only connect to people you already
know and trust. Most likely from face-to-
face interaction, but possibly from online
interaction too. With this strategy you have
less chance of finding someone via a search
because you have less connections.
But if you do find someone, it will be through
someone who knows and trusts you and they
will be able to give a strong referral to you
and put you in touch with the person you’re
interested in connecting with. The downside
to the Trusted Partner strategy is that it’s a bit
like going to a face to face networking event
and only speaking to the people you already
know. You deepen your relationship with
them but you don’t build any
new relationships.
You could take the middle way.
If someone wants to connect with you,
and their profile looks interesting then you
could connect with them, even if you don’t
know them. This way, your network expands
significantly. When people connect with
you, you could send them a message to start
a conversation rather than just accept the
connection but never speak to them. That
way you find out more about each other
and it may lead to interesting and valuable
discussions.
Be mindful of contact cross over though.
Being connected with people in competitive
organisations as well as your customers and
staff could be giving valuable information on a
golden plate to a vigilant competitor.

4. 4 5
Testimonials are very helpful to
have on your profile.
They’re a clear indication of the quality of
your work and the relationships you form.
If you want to get testimonials, use
LinkedIn to give them to people you’ve
worked with and who have done a great
job for you. LinkedIn will show them the
testimonial to approve, then ask them if
they want to reciprocate. They probably
will.
Give testimonials
to get them
Marketing KnowHowLinkedIn: Best Practice Guide for Business
One of the most effective ways to
gain business value from LinkedIn
is to find potential customers and
business partners.
LinkedIn allows the ultimate in specificity.
You can search for exactly who you
want to be referred to by company, by
geography, by name, by job title, etc. And
you can search across your entire network
at once. Or you can look at the contact
list of an individual to see if there’s anyone
you’d like to be connected to.
Once you’ve identified people you’d like
to be introduced or referred to, rather
than try to connect them directly, give
your mutual connection a call and ask
them if they can connect you. That’s
much more polite than going directly,
and it’s much more likely to be successful.
Use search to find
potential clients and
business partners

5. 6 7
When people find you in searches
on LinkedIn, or when you
contribute to group discussions
or in the LinkedIn Answers Q&A
section, the initial thing they see is
a little box with your name, photo,
and your headline.
What most people have in their headline
is their job title. Director at Civica or
Executive at Civica Cx Housing.
By default, unless you change it manually,
LinkedIn takes the headline from your last
job title. Unfortunately, this doesn’t give
people a clue as to whetheryou might be
able to help them, or might be interesting
to connect to.
You should treat your headline like your
introduction when networking. Focus on
what you can do to help people. You can
edit your Headline via the Edit My Profile
option.
LinkedIn groups are essentially
discussion forums for specific
interest groups.
They allow you to find out the latest
news, and to join in debates on topics
of interest. You should be joining groups
both of interest to you professionally,
and the groups where your potential
customers hang out. The more you
contribute and help people, the more
your profile and reputation will build.
Have a helpful headline Join LinkedIn groups
to connect and interact
Marketing KnowHowLinkedIn: Best Practice Guide for Business

6. 8 9
Keep an eye on status updates
from others.
It can be a good opportunity to get back
in touch especially if they’ve changed jobs
or they’re announcing a development in
their organisation.
Watch others’ status
updates to initiate
contact
Marketing KnowHowLinkedIn: Best Practice Guide for Business
LinkedIn status updates are a nice
way of helping to stay top of mind
with contacts.
Updating your status is a non-intrusive
way of getting a gentle reminder out.
Use status updates to
subtly remind your
contacts of what you do

7. Marketing KnowHowLinkedIn: Best Practice Guide for Business
11
LInkedIn might be a social media
but it doesn’t mean you’re off duty.
Swap your holiday snap for something
professional to give a better impression.
Choose your picture
wisely
Don’t wait for others to initiate
a requestto be linked up to your
other contacts.
Review your contact list regularly looking
for ways to add value to them. One
good way is to offer to link them up with
potential clients or partners for them.
It’s not easy to do this using LinkedIn
functionality so you might find it easier
just to email both and suggest they make
the connection themselves.
Proactively link others
together who you think
may benefit
10

8. Marketing KnowHowLinkedIn: Best Practice Guide for Business
Our tips are not the only ways to use
LinkedIn.
But they’re a good way to use LinkedIn to
deliver business results
Give us your feedback.
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