LinkedIn.com Versus Sales Navigator – You Decide
LinkedIn has created more than their fair share of confusion lately. Between their updated and, at the moment, unstable, redesign of LinkedIn.com, changing Premium Membership features and Sales Navigator people are just confused and less sure than ever of what they should use, purchase or ditch.
LinkedIn doesn’t make it easy either. We deal with this every day; clients who say they want to call to get an issue fixed are often surprised by the fact there is no number to call. (For help with issues, see last week’s post on How to Submit a LinkedIn Help Ticket).
In addition to the recent confusion, lots of people don’t like the new design; some things have moved, and others are just gone. Well, that’s usually the point of a redesign, and most people don’t like change. Probably more than 90% of the people I hear this from are non-paying members. For those who are Basic Members (free), you receive a tremendous value for nothing. And, this platform belongs to LinkedIn. You borrow their network. More than an equal exchange of value, I think.
If you are a Premium Member, I get your frustration. Relearning and retooling your process is annoying. It’s also LinkedIn’s way of saying, “If you want to use our network for certain things (i.e. selling or recruiter), no problem; pay for the access and convenience of receiving information in one place, in multiple ways.”
It’s time to reconsider how you want to use LinkedIn, if at all. It’s a value-in value-out proposition. You might get lucky without adding much value, but that’s never a long-term strategy.
So, let’s take a look at what I would do if I were you.
For the CEO/C-Suite/President/Business Owner
- Build a client or talent-focused profile that highlights you, your company.
- Prune your network and then add people you know or want to know.
- Determine if you will use LinkedIn regularly. If so, upgrade to Premium.
- Make sure you know how your marketing and sales teams use LinkedIn to begin, nurture and engage with prospects and clients. Ask them to show you their LinkedIn strategy/plan and find out how they are doing. You can’t appreciate, measure or improve on what you don’t understand.
- Become knowledgeable on what is possible to do on LinkedIn.com:
Sales: researching people and companies, joining Groups where you might meet new prospects and see clients participating, finding alumni who might also be prospects, finding other influencers within your clients’ networks, etc.
Recruiting: Proactively searching and finding potential talent is far more effective than posting a job and waiting for people to apply. Yes, it’s more time-consuming, but it’s far more targeted and strategic.
- Determine if salespeople should move to Sales Navigator. Would it be helpful to save people as leads, connect beyond 2nd level connections and save companies as accounts so that you can follow their professional activity and know what’s important to them and their companies? Most likely. The only time too much information is not helpful is when you don’t know how to sort and make sense of it. Go to the full article.