Flex Your Expertise

As one charged with growing a business, there is undoubtedly always one question lingering in your mind: where's my next lead going to come from? Would you believe that sharing just a few minutes of your time and your expertise each day could inject new life into your sales pipeline? The answer is Answers – that is, LinkedIn's Answers forum. Designed as a platform for professionals to exchange expertise, this lesser-known feature of the LinkedIn network can be found under the "More" menu options in the top navigation bar. If you already have a LinkedIn profile, using the Answers forum to attract new leads is easy as 1-2-3:

Step 1: Do your homework.

As with any social media network, it's important to get a feel for the lay of the land before you dive right in, so invest time up-front familiarizing yourself with the LinkedIn Answers forum community. A good place to start is by perusing the leaderboards of top experts in the categories that relate to your business. Click the "see all my answers" links next to these members’ names, and look for commonalities among the answers that were chosen as best. You might even want to test the waters a bit by asking a good question or two so that you can gage the type of responses you receive. Also, if it's been a while since you established your LinkedIn profile, now's the time to dust it off and give it a polish. When you become active on the forums, it's likely that many new people will click through to your profile to qualify your expertise. Make sure you deliver a strong first impression by reviewing each area of your profile to confirm that it is complete and up-to-date. Sharpen the language you use to describe your experience and specialities so that it is precise and powerful. If you're active on Twitter or you have a blog, you can even add applications that will automatically publish your latest tweets and links to your most recent posts on your profile.

Step 2: Turn on your radar.

Once you feel comfortable with the inner workings of the Answers forum, it's time to start looking for opportunities to participate. Questions posted on the forum are divided into categories, from administration and business operations to sustainability and technology, and these broad topics are further subdivided into more specific areas of interest. Don’t try to keep tabs on every question asked. Instead, focus your efforts on the categories that are most closely related to your areas of expertise and where your prospective customers would most likely be active. A great way to streamline this process is by subscribing to the RSS feeds for your chosen categories and setting up a folder in your reader of choice where they can be collected in one location. Rather than having to waste time every day clicking around the forums to browse each category of interest to you, questions will be delivered directly to you in real time. All that's left for you to do is make a quick, efficient scan of your feeds folder once or twice a day to find a few open discussion threads where you can contribute helpful, practical advice.

Step 3: Share your expertise.

When you identify a question that presents an opportunity for you to add something meaningful to the conversation, simply click through to the corresponding discussion forum page, hit the yellow "Answer" button, compose your response and submit. There's no need for a hard-hitting sales pitch. Just talk about what you know with ease and authority. As is true throughout the social media universe, be authentic and allow your personality to shine through in your answer. While you'll want to be conscientious of your spelling and language and maintain a professional demeanor, your response should come across as friendly counsel from a trusted advisor, not an encyclopedia entry. Imagine that the person who asked the question is standing right in front of you, and keep your answer conversational in tone and free of off-putting technical jargon. Be generous with your expertise, and don’t fret about giving away inside secrets. By demonstrating your depth of knowledge and familiarity with the subject at-hand, you'll boost your chances of someone seeking you out to continue the conversation one-on-one. The more personalized you can make your response, the better. Take a few extra moments to review the profile of the person who posted the question. Use the information available to you to custom-tailor your response to their needs. You'll score extra points if you can give a specific example that is relevant and useful to them in their industry or job position. You can also supplement your answer by including links to other web content that might be helpful to anyone who would like to explore the subject further. If you publish a blog, this is an excellent opportunity to link to posts that offer more information about the topic in question. While there is an option to reply privately to the LinkedIn member that asked the question, it will serve you better to post all your answers publicly. By making your response available to anyone who might be interested in the same topic, you'll maximize your exposure to prospective customers and increase the likelihood of reaping good leads from your efforts.

Elevate your profile

As you continue to contribute to the community, your efforts will begin to compound themselves. As an active participant in the Answers forum, you'll elevate your visibility on LinkedIn and gain exposure to members who might otherwise have never had occasion to encounter your profile. Over time, if you consistently provide authentic advice that is sound and not self-serving, you'll develop a reputation as an expert in your field. People will reach out to you based on the depth of your knowledge and the generosity of time and attention that you demonstrate in your answers. Moreover, when one of your answers is selected as best by the member who posted the question, you'll receive special recognition on your profile as an expert in that category. This is a great form of peer validation – an invaluable commodity in any online community. The more best answers you earn, the higher you’ll appear on the leaderboard of experts in your category, giving you an added boost of credibility. Do yourself a favor and check out the LinkedIn Answers forum today. With over 75 million LinkedIn members worldwide, you won't run short of potential leads anytime soon.

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Taking Aim: How to Identify Your Target Audience

What's your mark?

Your business – and every business – has a singular driving goal: capturing more customers and, ultimately, owning your market. Today, owning your market doesn’t require you to spend more on marketing and promoting your business than your competitors. However, it does require you to have a more efficient marketing and promotion engine in place that yields maximum return for every dollar and every hour you invest. The process of building this engine doesn’t begin with tactics; rather, it begins with identifying your target. No business – yours included – can afford to market to everyone. Of course, it’s tempting to try to reach as broad an audience as possible in the hopes that no potential customer will slip through your fingers. However, in actuality, this approach will cost you much more money and deliver far less satisfactory results because you’ll have greatly diluted your chances of reaching those whose needs you truly serve. It’s important to understand that your target audience does not encompass anyone who might possibly ever buy your products or services. Rather, your target audience is comprised of those who are most likely to buy and, therefore, become the primary focus of your marketing efforts. Identifying the right niche provides the foundation for success in all aspects of marketing and promoting your business:

• It allows you to focus your efforts on those tactics and mediums that are most effective in reaching this particular group.
• It allows you to tailor your sales message to focus on the needs and concerns that are of greatest relevancy and urgency.
• Most importantly in today’s marketplace, it allows you to build a strong community around your brand comprised of people who love what you do and happily serve as your fans and evangelists.
• And in real dollars and cents, it’s the difference between sending thousands and hundreds of thousands of postcards to achieve the same end result.

Here are the steps you should take to ensure that you’re targeting the right audience:

Segment your customer base.

Who are your customers? Of course, there are many different ways to answer this question. Often it’s easiest to begin by examining your sales data and segmenting your customers into groups based on demographic factors, including age, gender, income level, education level, marital and family status, industry and geographic location. In working though this process, you’ll likely find that a particular group or groups emerge as those who buy from you most often. This simple step can also help you identify how best to market the same product or service to different groups. Some market segments may be better reached at trade shows while others can be reached at home with a direct mail campaign.

Dig deeper.

Breaking your customer base down into groups based on basic common characteristics like gender and income is only step one. To reach and engage with these groups effectively, you’ll need to develop a deeper understanding of both their lifestyle and their motivations. Start with one of your products or services and evaluate it through the eyes of the customers that exist within each group you’ve identified. Make a list that includes every possible reason this type of customer might want this particular product or service. Maybe they are trying to solve a problem, maybe they just want to feel good about themselves or to satisfy a basic need. Going through this process will help you drill down to the specific benefits and outcomes that should be the core focus of all your future communication with this group. Secondly, think about the routines of their day-to-day lives and how this communication will be best received. Do they frequently read the paper? Do they spend a lot of time in the car listening to the radio? When searching for news and entertainment, do they turn on the television or pick up their iPad? Are they likely to be active on social media platforms and, if so, which ones? This type of analysis is essential to ensuring that you choose the right vehicles and mediums to capture their attention.

Keep digging.

At this point, you’ve established a solid foundation of knowledge about your target audience. But if you dig a little deeper, you might uncover additional information that will allow you to sharpen your approach even more. Now that you’ve segmented your market and gained an understanding of what drives your customers, see if you can identify which group or groups offer the most marketing bang for your buck. For example, of all those who are most likely to buy your products or services, which groups represent the most profitable? In the B2B world, these are usually the clients with the greatest longevity or those who utilize services with the greatest profit margin. Also, who are the customers or clients that send you the most referrals? These are your very best customers because they do the work of selling for you, so make sure you are not only reaching your existing customers who fall into this category but also others like them because they represent a group whose needs you are particularly good at serving. Finally, it would be a mistake not to examine who your competitors are targeting. This is not so that you can just copy their strategy and run with it. To the contrary, what you’re really looking for is any gaps in the market that they might be overlooking so you can swoop in and grab these underserved segments.

Put your target to the test.

Now that you’ve identified your audience, it’s time for the rubber of your marketing plan to hit the road of execution, right? Not so fast. You need to put your construct of your target audience to the test to ensure that it’s one that can sustain and grow your business. This process is often called a SWOTT (strengths, weaknesses, opportunity, threats and trends) analysis. Ask yourself the following questions:

• Are there enough people within the audience you’ve identified to support your business?
• Can they afford your product?
• Will they see a legitimate need for it?
• Where do your prices fall in regard to their expectations? Too low? Too high?
• Are there opportunities to upsell other related products or services to this group?
• How much competition already exists in the marketplace for this group?
• Are there any trends you can identify of which you should be taking advantage?

While the process of identifying your target audience may seem complex, these steps hold the keys to competing effectively in today’s marketplace. When you clearly understand who buys from you and why, only then can you find the channels they frequent and become one with your tribe. And wouldn’t you rather own your target market than merely shoot arrows into the dark, hoping one will land?

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