How LinkedIn Marketers Can Build Trust with Prospects
When you use LinkedIn to market your products or services, trust is often the differentiator that can make or break the deal. Social network marketers, in some ways, infiltrate the target audience’s personal space. When done with an aura of trust surrounding yourself and your brand, this will received be a welcomed influence (instead of an unwanted advance). Here are five tips to make sure yours is the former:
Alter your own LinkedIn profile with the goal of trust-building
Most of us are well-versed in customer-centricity. We make our ads and our website all about serving the needs and solving the challenges of our target audience.
But your LinkedIn profile is all about you.
Since LinkedIn is a personal network, trying to optimize your LinkedIn profile to be customer-centric and build trust with your prospects is a bit challenging, but not impossible.
One easy way to do this is by leveraging LinkedIn’s recommendations feature. For example, if you know that your target audience shares a common pain, like your competitor’s products are too hard to install, then you can ask your past clients for testimonials that specifically highlight the ease of installation.
Using such socially proofed recommendations from members of your target audience adds an element of reliability and dependability to your profile.
Use LinkedIn groups to network
LinkedIn groups are a great place to network with prospects, share information and insight, and build yourself up as a trusted advisor. Share relevant content you come across (especially if it is not produced by you and not about your own product or service), ask questions, share thoughts, and invite camaraderie and connection.
When your prospects see you as one of them, when you help them without asking for anything in return, they will trust your messages more.
Create a personal branding website
If you’re like me, then you probably Google your new connections on LinkedIn to see what else is out there about them. Imagine if someone saw your LinkedIn profile, Googled you and didn’t find anything apart from a few other social media profiles from Facebook or Twitter. It would leave them wanting more (and probably looking elsewhere for services like the ones you offer).
By creating a personal website, you can further develop your brand and make sure that the impression you are making in your industry is the right now. You can include information about your education, history, experience, goals, etc. — anything that will humanize you, show that you are an expert in your field, and help you build trust with visitors to your site.
By projecting trust on your LinkedIn profile and showing dependability on your personal site too, you exponentially improve the effect you have on your prospects.
Showcase LinkedIn recommendations in an attractive and measurable way
Those important reviews you collected in step one, above, do not have to live and die within the LinkedIn universe. In most cases, many of your prospects will get to your website in other ways. When you showcase your LinkedIn recommendations on your website or Facebook page, you make use of the resources you invested in gathering the LinkedIn recommendations with a much larger audience.
When you add testimonials to your site that are social proofed and verifiable, you build trust and let prospects know that your work is well-received and appreciated by clients just like them.
Not everything should be automated
We hear everywhere how automation saves time and money. Car factories do it, there are infinite advertising technologies that do it, even public restrooms flush themselves these days! So, when someone takes the time and effort to reach out personally, it makes a lasting impression. I am connected to hundreds of people on LinkedIn — some from past companies, others from other walks of life, and some I have never actually met — but somehow we connected.
For example, if you read an article someone wrote, you may take the time to leave a positive comment publically, but how often do you also reach out privately and share the impact the article had on you? How about reaching out with a LinkedIn message to ask a question to genuinely get to know them or their business — in a way that has nothing to do with your service. Doing so creates real connections and builds trust. It may not be scalable, but for the connections you do make this way, it will be memorable and effective.
The importance of trust
Our worlds are becoming less sociable and more revolved around social networks. Our connections are growing in number, but not in quality. In these automated anonymous times, humanizing the process builds the trust that often seals the deal. Because at the end of the day, people do business with people, not with automated workflows — regardless of how scalable they are.
Are you interested in displaying your LinkedIn recommendations across your web assets to build trust with potential clients? Try the Spectoos testimonial widget, and experience the difference it can make for your business.
Originally published at Spectoos.