LinkedIn is an evolving B2B marketing tool for businesses, but the platform's constant updates mean its 175 million users have to be ready to adapt to keep up – even at a moment's notice. LinkedIn Endorsements, the social media site's new feature that allows users to bestow recommendation-type honors on their connections, is no exception. Although many users reportedly have yet to see the value in Endorsements, it doesn't mean businesses and LinkedIn users should discount it completely.
Professionals with a LinkedIn account should try Endorsements out for themselves and see if it benefits their online marketing strategy; however, it may prove to be difficult to get some Endorsements in the first place. Here are three easy ways to collect Endorsements and see if they truly better a marketing campaign.
1.) Show LinkedIn users the personable side of business. It may be difficult for a business' connections to give Endorsements if they view the LinkedIn user as simply a company. By introducing users to the people behind the company – executives, specialists and a sales team, for example – users are more likely to associate Endorsements with employees' skills.
2.) Use LinkedIn Answers. Instead of keeping quiet on the social site, inform users of a business' value by being helpful. Answer industry-specific questions and be rewarded with Endorsements, connections and recommendations.
3.) Give Endorsements. It's quite possible that LinkedIn users don't truly understand the potential of Endorsements just yet, so lead by example, and distribute Endorsements to users. The feature is a great way to bolster relationships with current clients and foster new ones with like-minded peers.