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LinkedIn secrets to marketing success

July 22, 2008 |

LinkedIn offers you access to influential business decision makers, as well as a space to market your brand. Here's how to take advantage of the site and its functionality.

Membership in online professional communities is growing fast. The business-oriented social networking site LinkedIn has 23 million members, with 1.2 million new members signing up each month. By enabling dynamic connections between industry professionals, these communities effectively hit the overdrive switch on word of mouth referrals. They also provide a way to reach decision-makers and influencers when they are assessing business products and services.

But this presents both an opportunity, and a risk. Evangelists can tilt the balance in your favor or even get you on the consideration list, while detractors can cause your next deal to cave in at the 11th hour or turn prospects away forever.

While there are good guerilla marketing tactics you can employ to make the most of your presence on LinkedIn, one key principle to remember is that the site is a user-driven community where users create content that you cannot control. While the drawbacks are obvious, the good news is that you get pure, unfiltered and unbiased points of view. The following article provide tips for fostering the good, listening and reacting to the bad and applying beauty treatments to respond to the ugly.

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