“Liselle, I don’t need to update my LinkedIn profile.”

I often hear this statement from entrepreneurs who think it is a waste of time, especially if their business contacts are not online anyway.

But the reality is, Out of sight = Out of Mind = Out of Business.

Today, most decisions – whether it is purchases, hiring or choosing suppliers – are based on information found online about your business. 

Among the trusted professional platforms for entrepreneurs would have to be LinkedIn. 

Unlike other social networking sites that focus on photos and videos for brand awareness, LinkedIn allows you to build connections based on your industry or professional background, giving you space to share your expertise more extensively.

But it is not just about showcasing yourself. LinkedIn is also a valuable source of industry-related news and updates, keeping you informed and connected.

So, exactly how can LinkedIn help traditional businesses?

Reconnecting With Offline Contacts

Want to reconnect with fellow alumni, association members, or former colleagues and mentors? You have better chances of finding them using their actual names or previous companies on LinkedIn. By sending a connection request and adding a quick note, you can rekindle friendships or explore new collaborations. 

Moreover, this platform makes it easy to organize online events with your real-world connections.  This uncovers more avenues to strengthen your online presence and reach more customers.

Laser-focused Lead Generation

Try searching for “VP Marketing” on the search back of Facebook, Instagram and LinkedIn. You’ll quickly notice that LinkedIn’s search results produce more accurate profiles with that specific designation. 

LinkedIn’s search filter makes it remarkably easy to identify companies from specific industries and geographies. In essence, LinkedIn provides a direct path to your ideal audience, whether you’re looking to expand your customer base, forge new partnerships, or recruit top talent.

Showcasing your Company Brand

On LinkedIn, whatever you share through your profile and company page can be viewed and searched by a global audience – even without paid ads.

But here’s how to make the most of it: 

Share your brand story on your company page, highlight positive customer feedback through images or videos, and publish content updates about your company’s achievements, milestones, and community involvement.

To expand your reach, use LinkedIn’s search function to connect with podcasters or heads of community groups and offer something of mutual value – perhaps you can provide expertise for their audience while they help promote your business. 

Remember, people always want to feel part of something bigger. If you can to connect with them on a deeper and more personal level, you’ll be more than just a brand but a meaningful part of their lives.

Finding Top Talent

For any business to thrive, hiring and keeping qualified staff is crucial. 

LinkedIn makes it easier to find candidates by using the search bar to look for profiles marked as “open to work” or “offering services” for project-based roles. You can also search for people based on location, industry, and job title. You can add a “hiring” badge to your profile to attract potential candidates, increasing visibility within your network.

Building Trust and Credibility

People prefer connecting with individuals rather than company logos. Since you can directly reach out to your target leads, it is time you use your LinkedIn profile to amplify industry discussions and to help others. 

Share insights on relevant topics and address customer pain points through thoughtful posts. Take a step further by publishing case studies and articles. Engage in discussions, offering opinions and advice to guide potential customers. By freely sharing practical know-how, you will build trust, establish authority, you naturally attract people to your profile. 

The Power of Sharing Your Stories on LinkedIn

Many entrepreneurs underestimate the power of sharing their stories. Some might be too modest or uneasy with self-promotion that they can’t see how inspiring their stories can be. Others might downplay the valuable lessons they learned through their businesses’ ups and downs.

As a LinkedIn strategist for business executives, I regularly uncover career moments that leave me both amazed and curious. It’s an honor to learn how a client has contributed to a product I enjoy or developed their company’s game-changing approach. I aim to help these remarkable journeys reach and resonate with a broader audience.

When we share our stories, we’re not just speaking about ourselves. We offer our voice and a sense of validation to others still finding their way or seeking clarity in their situations. Our experiences can serve as beacons of guidance and inspiration.

Inspired by Nick Westergaard‘s article in Harvard Business Review that highlighted the potency of storytelling among leaders, I’m sharing these pointers to help you uncover yours:

• Build trust through vulnerability.

Think back to a moment in your early career when you felt out of place or excluded. Write about that experience, focusing on your feelings and how you overcame the situation.

• Teach through story modeling.

Recall an instance where a colleague taught you a valuable skill, perhaps something as straightforward as a time-saving technique. Describe the situation and how it improved your daily tasks.

• Craft an Action Story.

Describe how a change in process or approach made a noticeable positive difference to customers or stakeholders.

•  Share a Values Narrative

Write about a time you had to choose between two tasks but chose the one that allowed you to prioritize wellness or show support for a colleague.

•  Convey your Vision

Imagine a bold future for your organization. Write an aspirational story transporting others into your vision.

Better Late Than Never

With people’s shrinking attention spans, ever-changing marketing trends, and emerging technologies, staying relevant has become challenging for many businesses. 

That’s why I hope you take advantage of LinkedIn now. 

Begin today, and don’t wait long to act.Show up for your customers, build genuine connections, and keep thriving.