Here, Joanne Gore, a specialist with over 20 years’ experience in B2B marketing and communications, and Director of Marketing for Toronto-based Avanti Computer Systems, looks at why printers of all types – small and medium digital and offset printers, packaging printers, quick-print shops, print brokers, mailing & fulfillment houses, print finishing businesses and others – should be using Linkedin to promote their businesses.
I first heard about LinkedIn when it was founded in 2003. At the time, I was working as a Marketing Manager for an Internet Incubator. The Internet was a relatively new thing and everyone was caught up in the .dot com era. It didn’t take long for that bubble to burst. Many companies didn’t survive, including my employer. LinkedIn, however, thrived. There was no twitter, no Instagram and no Facebook. Linkedin was social media…..we just didn’t know it yet! Today there are 380 million Linkedin users. About 76% of Canadian social network users utilize Linkedin monthly and two new members join Linkedin every second. Wow! If you’re a business professional, chances are you have a Linkedin profile. If you don’t, stop reading this and create a profile now. Still need convincing? Over the years, I’ve used Linkedin to connect with former colleagues, find jobs and earn money as a consultant.
- Linkedin is a great way to research prospects. Take a look at its company page, find out who’s in your direct network, and you’ll discover connections you never realized you had.
- There are currently over 3 million active job listings on Linkedin and 94% of recruiters use it to vet candidates. Spend the time mining not only your network, but the network of key printing industry influencers within your own network. Ask for introductions with carefully crafted emails. Using the boilerplate “I want to connect with you” won’t cut it if the recipient has no idea who you are. But if you reference mutual connections, and are honest with your objectives, you’ll be surprised at the positive responses. I know I was!
- Find out who’s hiring and offer to help while they continue their search. Not everyone will be open to this approach. Some only want a full-time employee. Thank them and leave the door open.
- Always be networking. Keep making connections. Know where your connections are, what they’re doing, and who they know.
Now that you have a taste for what you can achieve by leveraging your printing network, here are some tips to help grow that network:
- Ensure your profile is up-to-date with a professional photo of just yourself – not your kids, not your pets and above all, not you partying. This isn’t Facebook or Instagram. It’s Linkedin. Also, ensure your current position or title is obvious – so when people receive your invitation, they can easily determine who you are. Don’t make them have to search your profile.
- Only invite people you actually know to connect. It sounds obvious, but I’m surprised by the number of invitations I receive from people I’ve never met. That’s not to say I won’t connect with them, but a little context goes a long way.
- Personalize your invitation. Unless you’re 100% certain the person on the other end knows you by your name and photograph, take a few minutes to customize the “I’d like to connect with you on Linkedin” text that is auto-generated. It doesn’t have to be lengthy either.
- Never use your invitation to pitch someone – ever! It won’t be accepted and the recipient may just report you!
So, the next time you’re wondering where to find leads, where to make contacts, where to get more print jobs, or simply where to begin, spend some time on Linkedin – the original social media network!