LinkedIn, I underestimated you

by Matteo Morini on 02/25/2016

You know that my job here at Pro Gamma is to try to tell everyone about Instant Developer, our development tool. People who do a job like mine know that even when you have a good product, it’s no easy task to get your name out there and get people talking about you. In this article I’d like to talk to you about a very powerful (and free!) aspect of LinkedIn that I discovered recently while trying out a few things on the social network.

For the past two years I’ve used LinkedIn regularly to look for potential new clients and to find the right person to talk to in the companies I want to contact. I often use the function that shows you what you have in common with a certain person you don’t know. Often they have skills, passions, or knowledge that bring you closer together. In my experience, I’ve seen that starting a relationship working from something in common really makes the difference. That’s why every time I meet someone new, in addition to giving them my business card, I also offer to connect on LinkedIn. Even with just this simple habit, without turning cartwheels or linking to every single person you know, over the course of a few years you can build up a few hundred connections.

This much is common knowledge. It’s also common knowledge that when you publish a post, your connections can see it. But there is something else, and I realized it last October: I had written a post about a very interesting webinar conducted by a Gartner analyst named Richard Marshall, who talked about how the market for mobile apps would evolve in the world of business. Since I wanted to share this information with my network, I decided to post the article on LinkedIn. Surprisingly, the article got more than 300 views and 97 people shared it with their own contacts. In the days that followed I got loads of visits to my profile and the flow to our website nearly doubled, with an increase in downloads of Instant Developer. Interesting, don’t you think? And I hadn’t even done it on purpose.

I asked myself about the reason for this phenomenon and I found something interesting that I decided to share with you. The difference compared to other social networks lies in the type of connections your network is made of: they aren’t just people you know, but mostly people who have common interests in your professional sector.

Think of the results you could achieve if each of your colleagues in the company were to develop their own network and use it to share the posts from your company blog! If the article has content that’s worthwhile for your network of contacts, it’s very likely to achieve interesting results in terms of visibility… and for free, too.

You might think of LinkedIn as an alternative to Facebook, or as a simple tool for seeking and offering jobs. But behind these surface dynamics hides a tool for reaching an audience of people who are your exact target audience.

And it definitely costs less than other paid marketing channels.

I hope I’ve put a bug in your ear.

Until next time, happy sharing!

{ 1 comment… read it below or add one }

1 Ted Giles 02/25/2016 at 7:29 PM

Matteo, that is indeed a great idea. The problem is that with Linked In, too many people want to link for the wrong reasons.
Example. I am linked with Richard Rabins, CEO of Alpha Software which I also use for desktop (20 years plus). He just wants to sell me the web side which I will never take up.
A few serious RAD developers have a Skype group going. We invite known and respected people only. It’s not easy to join.
There are a good few Americans, New Zealanders, South Africans, Italians, UK, Canadians.
I think your idea is great, however a localised linked in system within an intranet built in InDe would be good.

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