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I have frequently discussed how LinkedIn can be used as an effective marketing tool for advisors. This professional social networking site is constantly evolving and has become a better marketing tool in the process. If you haven’t logged into LinkedIn recently, here are three new ways you can use the site to market your business.
Add videos
LinkedIn now has the ability to embed video directly into your profile. The SlideShare application, which allows you to include presentations and marketing collateral in your profile, now enables you to post videos. This is a perfect way to add dynamic content to an otherwise stagnant profile.
To ensure your video plays within your profile after it is uploaded, change your SlideShare profile settings to “Show complete presentation in player.” If you skip this step, the video will show up as a static thumbnail instead of an interactive video. Choose the “Show On Profile” option for your video to override SlideShare’s default setting, which places the most recent document/presentation/video on your profile.
The type and frequency of videos to include in your profile are a matter of personal preference. You might include one video providing a general overview of your firm that is a permanent fixture on your profile. In contrast, you may use SlideShare to showcase your video blogs, posting them on your profile each time you have published a new vlog. SlideShare allows you to upload up to three videos per month as part of a free account. This provides flexibility in how you can use your videos.
The only downside to using SlideShare for videos is that all of your other SlideShare documents become less visible on your profile. The video becomes the only SlideShare file immediately visible and visitors must click “View More Presentations” to see your other presentations and documents. To circumvent this problem, use the Google Presentations or Box.net applications to highlight your collateral and presentations on your main profile page.
Create a company profile
LinkedIn has primarily focused on profiles for individuals. Now company profiles are becoming an important part of the LinkedIn marketing strategy.
Create your own company profile by visiting the Companies page and clicking “Add a Company”. You can post a variety of information, but be sure to include the following:
Description
Specialties
Website
Logo
Locations
Company Blog
After you have created your profile, promote your page like you would your Twitter page or Facebook business page. LinkedIn provides you with a URL and a button to promote your profile (see below). Add this to your website, e-newsletter and other social networking profiles to gain followers. The company profile provides one more way to stay top-of-mind with your prospects, clients and centers-of-influence.
