3 New Secrets of LinkedIn Marketing
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“Your LinkedIn profile should leave no room for doubt about the kind of job you’re looking for and why you’re the best person for that position.” ― Melanie Pinola, Lead Writer at Zapier
The newly acquired Microsoft property, LinkedIn, is at the epicenter of digital business networking. With over 450 million members residing in nearly every industry, professionals regularly leverage the site to develop new opportunities with potential prospects that would otherwise be hard to come by.
Despite the staggering pool of connections to be made, many are failing at developing meaningful relationships that ultimately lead to collaborations, sales, and other prosperous business circumstances.
A large reason for this is that many do not know how to properly represent themselves on the network and employ marketing tactics that produce underwhelming results on this unique channel.
The video above is is some of Brynne’s sage networking advice.
Optimize Your Profile
Your LinkedIn profile is essentially your resume and business card rolled into one. For this reason, it needs to unequivocally convey that you are the individual that prospects are seeking; you tout the goods that will help them succeed.
Or as Brynne likes to put it:
“When [prospects] show up to your profile, you are presenting yourself in a way that attracts, teaches, and engages them and gets them curious enough to want to take your phone call.”
This means that engagement is the key. You should be interacting with each and every new connection you make. This is most effectively done by analyzing a person’s profile and sending them insights and educational information such as blogs, articles, or video content that may be helpful to them and their career.
Doing this helps business professionals to become thought leaders to small groups of people while also building intimate connections and relationships by marketing themselves one person at a time.
“If you are not engaging people, it’s just sharing lots of stuff with no end.”
Methodize Your Outreach
I know what you are thinking — marking yourself one person at a time is an incredibly time consuming amount of work; and that it is.
For this approach to be effective, you must develop an outreach strategy and pace your efforts.
The best way to accomplish this is by simply connecting with 5 new prospects a day, 25 a week, or 100 a month, depending on what you think will be most advantageous.
Approaching networking in this manner allows you to build a large number of intimate relationships over time with relevant prospects, making them more likely to be interested in your or your company’s offerings.
Advertise Relevant Content
LinkedIn ads can absolutely be an effective marketing tool when used correctly. But when it comes to relationship building, they are simply not as effective as a small scale approach.
This is where content is a vital tool.
The biggest problem with content marketing on LinkedIn, however, is that users often push out content that they think their audience wants to read without actually uncovering what is most useful to those individuals.
By interacting with new connections and developing relationships, you can develop a better gauge on what content will be most fruitful for your audience, and therefore fruitful for you.
It is these simple insights that will make or break a successful content marketing strategy on LinkedIn.
Applying this advice will take time and effort. At the end of the day, however, you will have developed a much more advantageous network to your particular goals.
Retirement Planning Has Its Limits: How to Prepare
Retirement planning is one of the issues that commonly leads clients to consult financial advisers. One of its essential aspects is creating a plan to save and invest in order to provide a comfortable retirement income. Ideally, this starts many years ahead of retirement, even as early as your first paycheck.
As retirement comes closer, planning for it expands to take in a host of other considerations, such as deciding when to retire, where to live, and what kind of lifestyle you hope to have. When retirement becomes a reality, the focus shifts to carrying out the plan.
All of this planning is crucial. Yet, for both financial advisers and clients, it's good to keep in mind that planning has its limits. In the post-retirement years, it may be helpful to think in terms of preparing for old age rather than planning for it.
The older we get, the more important this distinction between planning and preparing becomes. Too many life-changing things can happen without regard to our best-laid plans. Often they occur unexpectedly, resulting in emergency situations where urgent decisions have to be made. A stroke or a fall, a diagnosis of terminal illness, a broken hip that leaves someone unable to go back to independent living—and suddenly, right now, the family needs to find an assisted living facility, arrange for live-in help, or sell a home.
What are some of the ways to prepare for these contingencies?
- Explore housing options well ahead of time. Find out what assisted living, home care, and nursing home services and facilities are available where you live and whether they have waiting lists. Have family conversations about possibilities like relocating or sharing households.
- Research the financial side of these options. Investigate the cost of hiring help at home, assisted living facilities, and nursing care centers. Find out what is and is not covered by Medicare and long-term care insurance. For example, people are sometimes surprised to learn that Medicare does not pay for nursing home care other than short-term medical stays.
- Designate someone to take over decision-making, and do the paperwork. Execute documents like a living will, medical power of attorney, and contingent power of attorney. Update them as necessary, and give copies to your doctors, your financial planner, and appropriate family members.
- Start relatively early to downsize. Well before you're ready to let go of possessions or move into smaller housing, start considering what to do with your "stuff." Focus on the decisions rather than the distribution. There's no need to get rid of possessions prematurely, but decide what you want to do with them—and put in writing. Do this while it's still your choice, rather than something your family members do while you're in the hospital or nursing home
- Do your best to practice flexibility and acceptance. No matter how strongly you want to live in your own home until the end of your life, for example, it may not be possible. The physical limitations of aging can limit our choices, and even the best options available may not be what we would like them to be. It is a profound gift to yourself and your family members to accept these realities with as much grace as you can muster.
Finally, please don't underestimate the importance of planning financially for retirement. Because the bottom line is that you can't plan for all the things that might happen as you age, but you can prepare to deal with them. One of the most useful tools to cope with those contingencies is having enough money.
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