There are many types of platforms that we as network marketers can leverage to build our businesses, from Facebook to Instagram, YouTube, and even Twitter…
But one thing is certain, these things will always be evolving, with different advantages to different platforms.
My good friend Gloria McDonald has discovered a niche that you’re going to want to take a look at if you are serious about prospecting and recruiting online for your network marketing business.
Check out her guest blog post below, and feel free to leave a comment if you’ve found value from this post!
Network marketing is changing.
It’s no secret that more and more distributors are turning to the Internet and using social media to find new prospects and recruits.
Facebook is the first choice of many, which makes sense; it is, after all, the largest and most well-known of all social networking sites.
But, there’s a catch.
Facebook, as you already know all-too-well, is FILLED to the brim with distractions and potentially hours of non-profit producing activities (such as political rants, news, vacation pics, etc.)
We talk about it being another “social media” platform — but it’s really a BUSINESS platform.
This makes it the perfect place for network marketers, because fully 80% of B2B leads originate on LinkedIn.
It’s also why 94% of all marketers—and all the successful network marketers I know—are now turning to LinkedIn to drive leads and sales.
There’s just one MAJOR caveat…
Because LinkedIn is the only social network made for professionals in mind, it’s got a whole ‘nother set of rules that are completely unlike marketing on Facebook or Twitter.
So to help you figure out and master these “rules,” I’ve put together the following 4 steps to get you on your way.
Read on, and by the end of this post, you’ll know how to turn your LinkedIn page into your personal sales and recruiting machine!
In no particular order, my first suggestion is to…
According to legendary adman David Ogilvy, 80% of your ad budget goes into persuading people just to read your headline.
And here’s something most folks don’t get:
Your social media banners function exactly like headlines.
They’re the very first thing people see; they determine whether your content gets read; they’re the “money” section of your page.
The only difference is, headlines are pure text, whereas LinkedIn banners are, of course, image-based.
Either way, your banners are PRIME real estate—and the part of your page that gets the most shine.
This means they’re the first part of your page you should optimize.
This might seem obvious, but I’m always surprised at how many people don’t take FULL advantage of the banner.
Look at it this way:
Well, your banner is exactly where you let people know what you can do for them.
It’s where you hint at the:
I cover everything you need to know about making a world-class banner in my brand-new, 3-hour LinkedIn Recruiting Playbook course, but here are my key tips:
Now let’s move on to tip #2…
On the Internet, anyone can say anything.
You can make any claims, promises, and exaggerations you want; nobody’s stopping you.
And that’s exactly what a lot of folks do!
So to demonstrate you’ve got nothing to hide, make a point of getting professional headshots.
This demonstrates you believe in what you’re doing enough to stick your face on it.
This is powerful. It’s personable. It makes people like and trust you.
And this isn’t just me saying it.
Research shows that LinkedIn profiles with photographs get 36x more messages than those without.
In other words, using a profile pic means you’re more likely to get a reply from that prospect or potential customer.
But that’s not all!
Photographs will also give you more page views.
The same study showed that having a photo gets you up to 2,100% more page views.
That’s right; all you need to multiply your LinkedIn page visits and messages by more than 20x is a photograph.
That’s a lot of bang for very little buck!
Someone that does this very well is EMP’s own Ferny Ceballos:
A few things to notice here.
Put these factors together, and you’ve got a person who looks the part.
Now, you’re unlikely to have photos that look like Ferny’s.
But you can certainly get quality lighting, a friend with a dSLR and—if your budget allows—a professional photographer’s time.
Yes; I said “professional photographer.”
Lots of my followers tell me they feel awkward so much as thinking about one, but here’s the deal:
You’re not doing this for yourself; you’re doing it for your brand!
Professional headshots drive profile views 14x better than nonprofessional photos—so this is about being pragmatic, not vain.
Eventually, you’ll end up with a series of photos that makes you look professional, warm and friendly.
Once you do, turn to another effective content type by…
If you’ve been in digital marketing for any length of time, you know how important content is.
Blog posts are the bread-and-butter of the modern online marketer…and would you look at that; you happen to be reading one right now!
But what you may not know is that the most available form of content—blog posts—is also the most common.
This doesn’t diminish their value, but the fact is, 2 million+ blog posts get published each day.
This makes it hard for your posts to stand out of the crowd when you’re sharing them online.
Enter video content!
First, video content stands out more.
There’s less of it, especially on a professional platform like LinkedIn—so people inherently pay more attention when they see it.
Second, video content is a lot faster to produce than, say, a blog post or a lead magnet.
All you’ve got to do is jot down your notes, then perform in front of the camera, and make a few edits if necessary.
Voilà! You’ve got a video.
Third, LinkedIn is actively trying to expand its on-platform video viewership—and it will reward you for creating more content.
Specifically, uploading videos through the LinkedIn app (not the website) will make the service show them to 5x more people at no extra cost.
That’s a tremendous difference, especially when you consider that video is the closest thing you have to in-person sales.
Here’s another way to look at it…
Now imagine LinkedIn is literally putting “bums in seats” by bringing 4 more viewers for every single one already there.
Well, that’s exactly what happens when you upload content through the LinkedIn app.
Personally, I’m sharing videos 4-5x a week on LinkedIn—and this very blog post is based on one of those videos.
So if you want to grow your brand quickly, I advise you do the same.
Make videos often and leverage LinkedIn to drive crowds of people to them.
This will build your reach, brand trust, and help you make some instant sales, too.
Just don’t forget to…
Most social platforms serve the same audience.
This means that you can serve the same content across most of your channels without a second thought.
In fact, this is the reason apps like Buffer and Hootsuite came about: to help you cross-post content across different platforms.
But here’s the problem.
The same kind of messages that perform exceedingly well there—social updates, inspirational posts, upbeat videos—do not work on LinkedIn.
So what does this mean?
First, consider making completely-differentiated LinkedIn content.
Focus on providing value in short bursts, instead of pumping exposure with frequent messages.
Second, filter your LinkedIn content as much as you can.
Skip all the light n’ fluffy, feel-good stuff you use to fill up your followers’ timelines on Facebook.
Think “meat,” not “broth.”
Again: the person reading your message may be a C-Level exec, a busy entrepreneur, or a top-flight consultant.
So level with them with your very best content, instead of trying to sell to them as you would to a regular consumer.
Last of all, let’s talk about the things you should NEVER do on LinkedIn in my bonus 5th step…
I can’t say it enough: LinkedIn is a social network for professionals.
Because of its nature, LinkedIn gets a lot less user-generated content than Facebook, Instagram, Pinterest, etc.
Also because of its nature, LinkedIn is a lot more likely to attract users who are less likely to be patient with your mistakes and faux-pas.
This means you should know (and avoid) the don’ts of LinkedIn marketing:
And those are the don’ts you should always avoid on LinkedIn.
Just remember: rules are made to be broken.
If a potential client wants to talk about their kids, then by all means, talk about their darn kids and don’t worry about being too social!
Now let’s recap the 5 lessons I covered in this blog post (and the linked video):
Of course, LinkedIn is a lot more complex than just these 5 tips.
Which is a huge opportunity, but things can get pretty competitive out there.
So if you want to take full advantage of that 5x video viewership and get your cut of these hot, B2B prospects, you’ve got to know your way around the platform beyond just the 5 tips shared above.
One trick is to “snoop around” my LinkedIn profile, as well as the profiles of other big names in your specific niche, because If you implement what successful marketers actually DO (and not just preach), and use their ideas and tactics ethically, you’ll do well.
There’s also a simpler option.
I put together a special resource – a grab bag of scripts, if you will – which I’m very excited to be sharing with you.
I don’t want these scripts floating around the web for just anyone to use, but I want you to have them for reading this entire post so I want to send them to you right now!
I literally just finished putting these set of 6 proven LinkedIn recruiting scripts, which you’ll be able to ‘copy & paste’ word-for-word to start attracting hungry and motivated prospects to your business.
They are taken from a paid course which over 700 people paid $200 to access. However, I want networkers to see the power of LinkedIn and if you’re willing to share this blog post on social media with someone else, I’ll consider it an even trade!
Remember to grab your LinkedIn Recruiting Scripts Grab Bag and if you want more extensive and detailed training on LinkedIn, you’ll learn how to do that as well, once you’re in!
Let me know how the scripts go for you!
Creator of the LinkedIn Recruiting Playbook
Providing the 21st Century Prescription To More Leads, More Sales, and More Time