Use LinkedIn to Promote Your Mediation Business

LinkedIn is more for business than social networking, which makes it a great place to network with fellow mediators and the people who are likely to be in the market for mediators, especially attorneys, corporate executives, and small-business owners. In addition, LinkedIn gives you an opportunity to link back to your website and blog.

To get started, create a free account on LinkedIn and follow the on-screen instructions to flesh out your profile.

After you create your profile, customize your profile URL (web address) to make it more descriptive. For example, you may want to use your name as part of your LinkedIn profile address. To customize your profile URL, log in to LinkedIn, click Profile, Edit Profile, and Edit (next to Public Profile).

Scroll down to the Your Public Profile URL section (bottom right), click Customize Your Public Profile URL, enter the last part of the URL in the text box, and click Set Custom URL.

Don’t use LinkedIn simply as an online résumé or a fishing pole dangling lazily and unattended in your market’s waters. You need to join or form groups and ask and answer questions.

LinkedIn groups are the equivalent of professional and business organizations that you’d be going to in order to get to know your market and how to serve it better. You can network here free in your jammies with no rubber-chicken dinners! How much better does networking get than that?

Answering and asking questions are also great ways to engage with the mediation community and your market, establish your expertise, and get new ideas for blog posts. Asking questions can serve as subversive marketing. For example, you may ask an industry group what it looks for in a mediator.

Doing so places you in immediate contact with members of your market who are interested enough in mediation to answer your question, and it provides valuable feedback on how to better meet your market’s needs. You may even want to highlight those qualities in your promotional materials.

On LinkedIn, you can create a profile badge; just log on to your account, click Profile, Edit Profile, and Edit (next to Public Profile). Scroll down to the section called Your Public Profile URL (lower right), click Create a Profile Badge, and follow the on-screen instructions to create your badge.

Consider sharing your blog posts in LinkedIn groups to drive traffic to your site. You may also want to add a question to the end of your blog post to elicit feedback from colleagues and people in your market while establishing yourself as an authority among those who are most likely to use your services.

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