Developing Your LinkedIn Marketing

October 11, 2017

Scott Dine

Scott Dine

Partner + Technical Director

3 min read

Developing Your LinkedIn Marketing

Developing Your LinkedIn Marketing


Principal + Creative Director

Why LinkedIn is important to your firm

Even people who live under a proverbial rock have heard about about LinkedIn. When discussing social media, I emphasize that if businesses do absolutely nothing else, they need to develop their Linkedin Marketing (yes, even before Facebook or Twitter). LinkedIn’s professional network is 467 million users strong and has become the largest professional network in the world (according to LinkedIn’s website). So why is LinkedIn so important to you and your accounting firm?

Long before social media, those who master their networking skills experience the strongest growth. LinkedIn brings this technique into the social media century. The most successful people within your organization have a large network of professional contacts. So how do you organize this valuable resource and  maximize the benefits from each relationship?

Those who master their networking skills experience the strongest growth.
Every contact is a potential client. The trick is to recognize when an opportunity for service has developed, and to find the best way to maximize that opportunity. LinkedIn provides a gateway to access, organize, and share information with a huge platform to bring your relationship development activities to new heights.

Let’s consider how connecting with these professionals through LinkedIn creates value. From a macro view:

  • Creating and maintaining a LinkedIn profile will help you control the professional image being presented to clients, prospects and future hires.
    Having a properly setup profile with a professional photo and savvy content will make your profile easily searchable. You’ll get discovered by the right people and with an opportunity to present the right message to them.
  • Your firm’s SEO (Search Engine Optimization) efforts will also benefit.
    Your LinkedIn page can improve your chances of positively affecting your search engine ranking when colleagues or potential clients search for you or your accounting practice.
  • Your LinkedIn profile is often the first place a prospect will land when searching for you and your firm – even before your website and bio page!
    It’s critical that your profile present your best image and message. It’s like a living endorsement center, thought leadership hub, and PR platform all merged into one.

Clients and prospects will form an opinion about your ability to serve them based on your LinkedIn profile (and whether you have one). So if you aren’t maximizing and managing your profile, you’re hamstringing your business development accounting marketing efforts.

Another important benefit of LinkedIn marketing is directly connecting with other members and finding opportunities to serve your present clients. Connecting with others allows you to network, view the current and former business contacts of your connections, and see what others are doing professionally.

LinkedIn also affords you the ability to share expertise with contacts by reading and sharing posts, updates and articles. LinkedIn discussions are a great tool for enhancing communication and discussion, and delivering value. These posts and updates turn into opportunities to discuss professional topics or possibly even business opportunities.

If you have not joined LinkedIn, then take that “rock” and roll it into the pond of +400 million users and get LinkedIn. If you already are a member, then get off your “rock,” spend some time maximizing your profile, and take full advantage of what the network has to offer.

Not sure where to start? Contact us today and ask about our LinkedIn Marketing workshop.

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