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LinkedIn Groups ... a golden opportunity
Justine Parsonson 2 January 2015
Transcript of LinkedIn Groups ... a golden opportunity
a golden opportunity
... to network with the right people
... to generate new leads.
... and to get new business
If you want to:
raise your profile
find and engage more of your ideal prospects, and
get new work?
LinkedIn groups are a great tool
Join groups to which your ideal prospects belong
And consider setting up your own group if there’s a gap (or a badly run group in that area).
Well-run groups are their own community of people with similar interests.
They’re a fantastic place to find and engage your prospects.
reasons to set up your own LinkedIn group
Build your profile in your area of expertise.
Position yourself as an authority in your area.
Find and attract those with similar interests or who may need your help.
Widen your professional network by building relationships with group members.
Learn more about the views and perspectives of those in your industry.
Establish a community.
Generate interest in you and your organisation, including inbound enquiries.
But make sure you plan it properly and designate time to build it.
There are over 1.5 million groups on LinkedIn
why are most a waste of time?
Most LinkedIn groups fail because the group owner and managers either don’t have the time or the inclination to put into the group.
They’ve been set up in a hurry with no attempt to attract and offer value to members.
The group owner and managers don’t focus on growing it (if that’s an objective).
They don’t police it effectively or they get complacent once it gets large.
And they don’t take the lead in the early days to ensure there’s a good flow of new discussions.
How to set up and run a LinkedIn group that
to its members
purpose of your group?
What product/service are you looking to build a community around?
scope of discussions you want to see?
Who do you want to join?
What benefits will your group offer to these people? Why should they join?
What will you name your group?
Who’s going to help you manage it? (consider building it with partners)
What discussions will you start each week?
Create your group
Use Keywords in the name if you want people to find it.
Write a clear summary and description that will appeal to those you want to join.
the step which prompts you to send invitations to join your group
why would anyone want to join an unpopulated group?
Populate your group with at least
A welcome discussion is always a good one, as people like to comment on these.
Get your house in order
select your settings and permissions
draft your group rules and templates
set up sub-groups (if appropriate)
Pre-approve your group managers (you can have up to 10 including the Owner) and a few ‘friendly’ clients and colleagues who you’d like to join the group early
Ask them to comment on the existing discussions and to add their own so that, when you invite others to join, there is already some activity
You’re now ready to invite others
You can use LinkedIn’s standard one liner but it doesn’t really tell people why they should join so…
Consider a personalised email that tells people WHY they should join.
Work from a template so that you’re only having to insert their name each time.
Commit to ongoing moderation of your group
If people have to request to join or have their discussions approved before they’ll post (a good option to prevent spam), ensure you, or one of the group managers, goes in at least once a day to do so.
It’s really frustrating for group members if they try to post something and it takes a week or two to be approved – often it’s out of date by that time.
Start one new discussion each week in the early days
You need fresh, relevant content if you want people to return to your group.
You’ll need to drive this until the group takes on a life of its own.
Comment on others’ discussions and stay involved in threads that you start
Consider summarising these at the end, or
Putting together blog posts summarising a discussion. Remember to give credit to each contributor.
Continue to invite people to join the group and encourage others to do so
Ask your PA to send out a certain number of invites on your behalf each week.
Promote your LinkedIn group
include it in your email signature
on your website
your newsletters etc.
Look for opportunities to move relationships beyond LinkedIn
hold an event or a webinar for group members
invite someone in the group to write a guest article,
seek a group member’s opinion on something.
The options are endless.
Monitor and analyse key statistics about your group
track its growth,
determine what’s working well,
understand what you need to do differently, and
track leads generated by the group
If you would like more info about setting up and running a successful LinkedIn group, download our e-book for NZ$18.97
“Complete Guide to LinkedIn Groups: Network with the right people. Generate new leads. Get new business”
(available as a pdf and Kindle format)
3 success stories [case studies]