Your Most Undervalued and Underutilized Marketing Real Estate – by Leanne Hoagland-Smith

Many people who own brick and mortar businesses understand the importance of real estate or as the old expression goes location, location, location. Even Ray Kroc said he was not in the restaurant or fast food business; he was in the real estate business.

This concept of marketing real estate extends from your business card to your website to even your physical building if you have one. However, the one piece of marketing real estate that from my observations is undervalued and underutilized is LinkedIn, especially if you are selling business to business (B2B).

During the last nine months, I have been actively enhancing my piece of marketing real estate over at LinkedIn.  The results have been good from gaining additional traffic to my website and blog as well as securing new clients.  This commitment to appreciating this valuable real estate has also allowed me to expand my executive coaching services by supporting my clients as they update their LinkedIn profiles.

With time being a fixed resource and one that few people have a surplus, LinkedIn becomes the first place to look up, recruit new employees, verify backgrounds of potential employees, and discover strategic partners to finding solution providers.  This is the one stop super-shopping center for professionals and executives who wish to improve their businesses while expanding their influence.

And yet many professionals are still unaware of this valuable marketing real estate because they have failed to file their own claim or failed to work that claim. Either behavior can be disastrous to your business. With business research suggesting that 40% of all small businesses do not have a website, I am quite confident just as many have not taken advantage of LinkedIn.

Beyond being free, no you do not need to purchase the LinkedIn expanded membership package, this marketing real estate can showcase the value you bring to the marketplace. From your professional photograph to your engaging headline to your compelling summary, not to mention your participation in the various groups, allows you to establish your credibility and become that expert in your chosen field.

Just 20 to 30 minutes each day and LinkedIn can replace those expensive sales-leads lists you purchased, can reduce your market research, while still showcasing who you are.  If you are technology savvy, you can incorporate automation through sites such as HootSuite to so that your presence is seen even when you are out calling on clients or taking that well deserved vacation.

Consider establishing a goal to register and complete your LinkedIn profile and then write a second goal to work this valuable piece of marketing real estate 20 minutes every day.  Track your results for 60 days.  If you are not seeing improvement, this suggests your headline, your summary to your activity is not compelling and may require some course corrections. As an old adage from the 1960s said, “Be there or be square.” This statement rings especially true for LinkedIn if you are selling business to business (B2B).


About the Author:

Leanne Hoagland-Smith, the Strategic Tactician, is an author, corporate coach and executive consultant who supports crazy busy forward thinking leaders at all levels and in all industries who are tired of the current status quo, of repetitive problems and truly want sustainable results for their teams as well as their selves. Call 219.759.5601 or email at


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