Research shows LinkedIn is the best platform for lead generation. Clever use of this free marketing tool can significantly boost your client engagement and prospecting. Find out how to leverage LinkedIn with these profile tips.
How many LinkedIn connections do you have? Do you regularly remind them of what you can do for them? If not, you’re missing a valuable (and affordable) marketing opportunity.
Many view LinkedIn as a place people only visit when they are looking for work or for new staff. This is far from the case – the platform is in fact a touchpoint for people to check in with what’s going on in their industry and in the world of business.
LinkedIn by the numbers
There are over 9 million LinkedIn users in Australia and New Zealand. They use the platform to connect with business contacts, keep up to date on what’s happening in their industry and share their own insights and knowledge. 40% of the site’s monthly active users login every day. It is the most popular social media platform for Fortune 500 companies.
Research from marketing behemoth Hubspot found that LinkedIn is by far the best platform for lead generation, with a conversion rate almost three times higher than Facebook and Twitter.
The reason for this is that LinkedIn doesn’t have the constant stream of random personal updates that you see on the other platforms. It is a professional network, so the content that you see is more serious and more straightforward. Users know that there is far less clickbait and that the content they view will have substance and value.
How to take advantage of LinkedIn
As a real estate agent, LinkedIn gives you a chance to promote yourself in three ways.
1. Your profile
Your profile is an extra way to show what you do, but you must set it up correctly to optimise leads. These are some key tips for creating your LinkedIn profile:
Too little content makes you look like you haven’t made an effort and too much just won’t get read. Limit your summary information to three or four paragraphs and if necessary list some bullet points that highlight your specialties or the achievements that make you stand out.
End your summary with a call to action e.g. “Connect for the latest real estate news in [your area]”, or “Get in touch to discuss a free property appraisal”.
LinkedIn experts recommend that you post a professional headshot of you smiling at the camera – you’re far more likely to get engagement this way. Use a sharp, quality image and be square-on facing or looking slightly to the left (towards your content rather than away from it).
LinkedIn allows you to add in the details of your website, your email, your phone number and your social media profiles. Include them in your profile summary and current job description to make it as easy as possible for people to get in touch with you.
Customise your LinkedIn URL by using Your+Name+Real+Estate+Agent. This is easier to share and also helps for online search terms.
A complete, comprehensive LinkedIn page that contains the right keywords as well as positive testimonials will boost your SEO ranking as well as making you more appealing to clients.
2. You can post content in one of two ways on LinkedIn.
Firstly by ‘curating content’, or sharing articles and updates that are relevant to your industry. You might choose to share your agency’s market updates, local online articles or property stories from the major portals. One thing to bear in mind, however, is that you will be promoting traffic to these already popular sites. This has the potential to backfire, because you will increasing the page views, in turn, these websites may increase the fees you have to pay to post property listings and advertise.
Instead of sharing content from the big providers, consider linking to more niche websites, local businesses or reliable contacts who have quality content. And if you are sharing content, make sure to link to a range of different sites instead of the same one time and time again.
Secondly ‘post original content‘. When you ‘share’ an article it will come up in your contact’s feed when they login. However, if you ‘post’ original content in the form of a blog on the LinkedIn Pulse platform, your contacts will receive a notification, often via email. What a great way to get their attention!
Create content that is well written, full of compelling insights and relevant to your ideal customer by writing your own blog or hiring a professional blogger to do it for you. Add an eye-catching image to your post to ensure it really stands out.
LinkedIn lets you track how many people are viewing your posts, telling you where they are based and even what industry they work in. You’ll receive notifications of comments and ‘likes’, giving you an opportunity to create a dialogue with parties who may be interested in transacting with you.
3. Your network
A quick way to create a lasting connection when you meet someone is to invite them to connect straight away on LinkedIn. You can find out a lot about your contacts by having a look at their profile – e.g. where they work and what industry they’re in.
Standard networking rules apply for this platform – i.e. don’t bombard people via InMail with unsolicited, carbon-copy messages about your services. Instead, send your new contacts a personalised message asking if there is anything you can help them with or build your relationship with them by responding intelligently to what they post and share.
LinkedIn is all about making strong, professional connections so don’t upload happy snaps or share personal updates unless they tie in clearly with your work. Be strategic with what you share and make consistent contributions and feel free to share your latest listings and videos as a way of building on your personal brand.