Any entrepreneur who is well versed in modern marketing methods knows the unbridled power and impact that a successful SEO campaign can have on a business’s success and revenue.

However, what they might not know is that on the path to search engine success, Google will intentionally employ every dirty tactic, psychological deterrent, and algorithmic manipulation at their disposal to try and get businesses to quit.

Now, I know that the above statement has probably left some of you scratching your head in confusion.

“Surely Google doesn’t WANT me to fail!” You might be thinking.

And you are right.

Google doesn’t want you to fail, they simply want businesses that are not committed to adding value to fail.

If you are still struggling to comprehend what I mean, let me make a quick analogy.

Why Google is So Ruthless.

Most of you are probably familiar with the infamous Navy SEALs, an American special forces unit that must undergo a rigorous training program boasting the highest attrition rate on the planet..

While the number obviously fluctuates, in a typical training class, less than 20% of the men who start training to become Navy SEALs will actually see it through to the end.

Some are injured in training and forced out, but most simply quit.

Why?

Because the instructors responsible for their training are absolutely ruthless.

They do everything in their power to break men down and get them to wave the white flag and go home.

However, they don’t do this out of malice or a desire to see any one particular candidate quit.

The training methods they employ are intentionally designed to separate the wheat from the chaff and ensure that, as the old saying goes, “only the strong survive.”

And this makes sense.

For the trainees who graduate, they will be participating in some of the deadliest most high-stakes mission on the planet where any error or weakness spells death for themselves and their teammates.

And while nobody dies in the game of SEO, Google has employed similar tactics with a similar logic to ensure that only committed entrepreneurs are rewarded.

They don’t use the dirty tactics we are about to discuss because they want you to fail.

They do it because they want to make sure that only people who are serious about providing value and giving something back to the online community are able to rank their sites and maintain their prized first-page status.

Now, before we dive into the exact tactics and methods that Google uses, let’s take a brief look at Google’s history to better understand the method to their madness.

The Lessons of History.

2000-2009 was considered the “Golden Age of SEO” for spammers and online marketing hacks.

Poorly written, valueless content abounded and all that was required to achieve first-page ranking was a few cheaply purchased links.

This lead to a world wide web that was rife with useless webpages and laughable articles that somehow managed to provide their owners with a handsome income.

But then, the wizards over at Google heard the world’s disgruntled complaints, and realized the detrimental effects of their algorithms, and decided to make a change.

Google underwent a number of evolutions, including the 2011 Panda update, that transformed their algorithm from link and content centric to brand centric.

Then, in 2012, Google dropped the hammer on bad link building… Hard.

The Penguin update completely changed the world of backlinking and made it nigh on impossible for marketers to purchase their way to a #1 ranking.

Almost overnight, companies large and small had to make the evolution from businesses to brands, either shifting their focus to quality links and valuable content or facing severe penalties that would all but cripple their online marketing.

And this is where Google’s true genius lies.

Google has developed an algorithm that knows what types of signals and indicators are given off by a growing brand.

And if your SEO campaign isn’t giving off those signals, then you are, as they say, “Sorry(?) out of luck.”

Google’s Psychological Warfare Tactics.

Part of Google’s genius is their understanding of how different companies work.

They realize that brands of any kind are not focused solely on SEO results, they are focused on creating valuable content for their audience and creating a dent in their industry.

Google also knows that the majority of entrepreneurs do not truly grasp the power of branding and, as a result, will be unlikely to invest the required time and money into developing a branding campaign that will generate real SEO results.

These two simple principles are the foundation for the psychological warfare at play in Google’s search algorithm.

Just think about it.

SEO is not complicated.

All that it really requires is a mobile optimized website, long form blog content, quality inbound links and, if we are referring to local SEO, a unique NAP, a few citations, and quality directories.

Follow the above formula and you will boost your rank.

Period.

Most entrepreneurs and search engine optimizers know this and Google knows that they know this.

Which is why they developed a series of psychological games to separate the entrepreneurs who are truly seeking to build their presence and add value from the business owners who are looking for a silver bullet approach to first page ranking.

What are these games that I am referring to?

1. Testing Your Patience by Rewarding Consistency

The first “game” that Google plays is to reward websites based on their consistency of link building and content creation and not just the overall volume of links and content.

For example, if your company or brand generates 100 links in 30 days, you will likely notice a minuscule increase in your ranking, if you notice an increase at all.

However, if you were to build only 10-15 links a month over the course of 6 to 12 months, the search engine gods would reward your efforts handsomely.

2. Forcing Ranking Delays

The second psychological tactic that Google employs is to force ranking delays.

What does this mean?

Well, any backlink that you build today will not truly begin to benefit your ranking or your brand for at least 6 months time.

This means that if you started an SEO campaign today you would not reap the fruits of your labor for almost a year!

3. Unexpected Ranking Changes

If you grew up playing some kind of competitive sport, many of you may have had the (mis)fortune of having a coach who reveled in playing mind games.

You know, the kind of games where after “finishing” a 2 hour work out with a 5k run, your coach then informed you that you had another 5k to run before you were dismissed.

And while many of you may have hated your seemingly sadistic coach as you ran across the track, your lungs burning and heart rate dangerously close to inducing cardiac arrest, most of you probably realize that this style of training, developed an inner strength and resolve that helped you succeed when it was game time.

This is the same kind of tactic that Google uses to weed out the weak links in the search engine game.

Their algorithm contains triggers that will intentionally produce unexpected swings in your performance, (like decreasing your keyword ranking for 30 days) in order to test your commitment to your campaign.

Check out Google’s patent application to read more about it.

The First 6 Months.

Google uses the above tactics to ensure that companies are willing to truly invest the time and effort required to succeed at building a brand and achieving SEO success.

But for many of you, the financial stress and fear of the unknown that these tactics create are simply too much to handle.

If this is the case, you need to realize that this is exactly what Google wants, and you are being beaten by the game before you even become a real player.

Without the internal fortitude and long-term commitment to your campaign, this is what you can expect from your SEO efforts.

Month 1

In the first month, your spirits are high. The prospect of #1 rankings and tons of leads has whet your appetite and you are hungry for success.

With leads and an increased revenue on the mind, you are more than happy to trust the advice and actions of your recently hired SEO agency.

Month 2

As you pass the 30-day threshold, your spirits are still high.

You have done your research and know that SEO success takes time, so you are more than willing to sit back patiently and wait for the results.

However, as you open up your email and find that second invoice, a small seed of doubt is planted in your mind and four words ring in your head; “Will this really work?”.

Month 3

Pause and take a deep breath! You’ve made it to month three.

But there’s a problem. Your agency keeps sending you reports about flat keyword rankings, a nonsensical graph, and some B.S. about link timing.

And to add insult to injury, all of the content they are publishing reads like it could have been written your 14 year old nephew.

But hey, these guys know what they are doing right?

Right?

Months 4-5

Screw this! It’s all a scam and you just can’t take it anymore.

Your business partners are on your case, the rankings are the same as they were or worse, and all you have to show for your efforts is an increasingly sparse marketing budget and a few new prescriptions for your blood pressure.

You throw in the towel, believing it is all a game.

And as you walk off dejectedly, with your head hanging low to the ground, Google’s algorithm is sitting back in its chair, laughing like a James Bond villain as it enjoys its victory.

Google successfully kept your website off page #1 because you weren’t committed to doing whatever it took to truly build your brand and offer unique value.

Or at least that’s what would have happened if you hadn’t read this article…

But luckily for you, you did.

The True Path to Winning the War.

If you are unwilling to trust the process and be patient on your path towards SEO success, then the above section is more of a self-fulfilling prophecy than a possibility.

However, if you can pull an Indiana Jones and take the leap of faith, in time, you will be rewarded with the Holy Grail of SEO.

Let me show you an example from a previous client.

Case Study 1:

Here is a rankings graph for a supremely competitive keyword in a city with 2.2 million people.

This particular site started with no SEO authority, close to zero inbound links, no verified Google maps listing, and zero branding.

Not exactly what you would call a head start.

To make matters even worse, the client had zero understanding of SEO, no particular interest in learning about it, and were extremely impatient.

They wanted results and wanted them yesterday.

Despite the challenges we knew this client would present, we decided to move forward with the project, taking it upon ourselves to not only deliver a great campaign, but also keep the client motivated and in high spirits until the campaign paid off.

For the first three months of the campaign, the results were, as expected, atrocious.

But we knew how to play the game.

After re-optimizing the website and building optimized landing pages, we knew we would have to give Google time to digest it all.

Along the way, we also built tons of foundational links like citations, quality directories, and social profile accounts and augmented our strategy with an aggressive guest posting campaign.

And yet, as we advanced into months 4, 5, 6, and 7, our boots muddied by Google’s brutal trenches, the campaigns volatility and unpredictability continued and, unsurprisingly, the keyword rankings trended downwards.

While none of these trends are particularly alarming or unexpected for an experienced SEO company, it’s a different story for the customer.

As the client continued watching their rankings like a hawk, the tension started to build, and their concerns grew.

With the bad reputation many snake oil SEOs have given the industry, this is the point where most clients begin to question the validity of your work and start doubting your ability to deliver on your promises.

Luckily, this client kept the faith and continued working with us.

Around month 6 or 7, we’d built enough consistent SEO juice to warrant a major upgrade in rankings.

However, Google had other plans.

As we crossed the threshold into month 8 the rankings went lower than ever!

But we understood their strategy.

This change in our ranking was nothing more than a ploy to test our commitment.

Would we change our strategy? Delete links? Triple our links? Get more aggressive with anchor text?

Google was hoping so.

However, if we had made these alterations, it would have confirmed Google’s suspicion that all of these activities were being done solely for the purpose of SEO.

And this would have spelled game over for a long, long time.

With our client’s trust and our extensive knowledge of Google’s tactics, we may have lost many small battles, but ultimately, we won the war.

During month 9, the rankings recovered like clockwork, and finally, during month 10, after nearly a year of consistent effort, the client’s site ranked in the top third of page #1.

As frustrating and time consuming as it might be, this is the only path to true SEO success, and if you go into each new campaign understanding this, you will be ready and equipped to beat Google at its own game until you are #1.

Conclusion

Despite the overall “Us against them” attitude of this article, I want to conclude with one final point.

Google is not the enemy.

Their algorithms are designed to test your will and commitment to ensure that only the best websites earn a first page ranking.

And this is a good thing.

It guarantees a prevalence of high quality content and prevents spammers and “get rich quick quacks” from stealing ranks through unethical methods.

And luckily for you, with the above information, you are now an insider of the game which gives you a distinct edge over your competition.

You now know how to handle the waves that Google will send your way and how to ride them accordingly.

So use the knowledge in this article to give you the resilience and perseverance required to rank your website.

And feel free to thank us when you reach the top 😉

Hiring an unsuitable SEO agency can quickly multiply the price of better keyword ranking in Google. With so many service providers vying for your business, it seems daunting to sift through them all to find the one true gem.

However, if you are determined to optimize your website for increased traffic and, ultimately, sales, it is a task well worth the effort. Before selecting the SEO agency to help build your online business, be sure you are aware of – and avoid – the following costly mistakes.

1.  Opting for the Quick Fix

No matter how good an SEO agency might be, it simply cannot produce the results you are looking for in the first month or so of optimization. One reason is that web crawlers cannot work that quickly. Another is that attracting the quality traffic you seek – visitors that convert to customers – takes a concerted effort over time.

If your website provides value to visitors in terms of content, they will be more likely to tell others. While social media buzz does not count with Google positioning, according to Youth Noise, it does work in tandem with SEO to send more visitors your way. However, like SEO, social media results do not occur overnight. Therefore, signing with an SEO agency that promises an immediate surge in traffic is bound to be a waste of money.

In contrast, an agency that knows its business will be laying the groundwork for significant improvement during that first 30 days that will come to fruition over time, according to Inc. The payoff is not instantaneous, but it will be genuine in terms of gaining loyal customers.

2. Economizing

Economizing is a smart strategy when you get real value for less cash. Choosing an SEO agency based on the low cost, however, is a great way to overpay in the long-term. When you sign a contract with an SEO agency, you agree to give the staff enough time to produce the promised results. If they do not follow through, you have not only wasted money but also time that could otherwise have worked to your firm’s advantage.

Meanwhile, your competitors are maintaining their top rankings because they invested their money in a reliable, if somewhat more expensive, service. In the attempt to economize, you have fallen further behind than ever, and will likely be spending significantly to catch up.

3. Settling for the Package Deal

Some SEO firms offer neatly arranged packages with all the generic services tied up in an attractive bow. Even if you doubt that some of them apply to your business, it all looks easy and streamlined.

However, successful SEO programs are completely customized to the business user, according to Jonathan Long of The Huffington Post.  Your program should be geared to your industry, your marketing goals and your keywords. Anything less is a simply a financial drain.

4. Failing to Consider the Company’s Credentials

Failing to thoroughly vet any SEO agency you are thinking of hiring is a classic mistake of busy businesspeople. A referral from a colleague is certainly a good place to start, but you have several other sources for confirming a company’s track record.

You can do some advance research that is sure to save you time and money later. For example, look for independent online reviews of SEO agencies and the ones you are considering in particular. Ask companies for references and follow them up. Tell the SEO agent you wish to see a portfolio of past work. Reserve your decision until you are satisfied that the agency has a solid and proven reputation for success.

5. Choosing a Firm With No Experience in Your Industry

You would not hire an auto mechanic to coordinate a wedding, nor should you hire an SEO agency with no experience working in your industry. Even though the basics of SEO span all industries, the fine points of linkage, keywords and analytics are best left to experts who understand your specific field. Otherwise, you may find yourself paying for the time it takes for them to get up to speed or the mistakes they make due to inexperience.

6. Bypassing the Basics: Backlinks

Because backlinks are essential to solid SEO, they should be an important topic of your discussion with an SEO agency. If you simply entrust the agency is up to date on all the essentials, you may regret it later when your program is not performing as planned. Instead, ask the agency representatives how they source and select backlinks.

Backlinks from other reputable websites help solidify your position as an industry leader, and it follows that your Google ranking will rise. It matters, however, that the sources of links provide quality content that is relevant to your keywords. Thus, if your SEO agency provides your site with a quantity of non-relevant or poor quality connections, it may do more harm than good in terms of your position on search engine pages.

7. Not Asking About Analytics

Your ability to assess the effectiveness of your SEO upgrade over the coming months and years is critical to fine-tuning your outreach, so ask prospective SEO agencies how, when and what they provide in terms of progress reports. A professional agency should deliver the statistics that go beyond Google rankings and website traffic figures. Such information should track how your site attracts new viewers, how many return for more information, who fills out forms and most importantly, how many convert to customers.

Conclusion

An online business presence is only as successful as the amount and quality of contacts it attracts. It does make sense to put money into SEO, just like you invest in other marketing to increase sales and help your company grow.

If you select an SEO agency based on specific criteria rather than the spur of the moment, your investment is far more likely to meet your expectations and business goals.

We have all heard that old sales adage that the “Customer doesn’t buy the product, they buy you.”

And nowhere is this truer than in the world of online business.

The simple truth is, that people are more focused now than they have ever been before not on the what of business but the who.

With the power of the internet, anyone can make bold claims and false assertions about their products.

However, whenever entrepreneurs put themselves under the limelight and subject themselves to the public magnifying glass like an ant in a laboratory, things are different.

Think of all the current big names in online business.

Ramit Sethi, Tim Ferriss, Lewis Howes, Grant Cardone, Gary Vaynerchuk.

All of these people developed their businesses by sharing their unique personalities and developing  a strong personal brand.

And if you want to succeed as an online entrepreneur, you need to learn to do the same.

Luckily for you, that’s exactly what I am going to show you how to do today.

1. Create a brand that oozes professionalism

Everyone always says to just “Be yourself” and you will succeed in online business.

I’m sorry but I call b.s. On this.

I say that you need to “Be your best and most professional self.”

It might be tempting to use those ridiculous selfies that you took with Micky Mouse when you took your kids to Disneyland, but don’t do it.

If people are going to invest thousands of dollars (or potentially more) on and in your company, then you need to show them you are a serious person capable of getting sh!t done.

Be willing to pull out your wallet and have a professional profile picture taken and it will be invaluable to your business.

Who would you buy from?

2. Create and market epic content regularly

There are almost 2.75 million blog posts published per day.

This means that unless you are staying extremely relevant through high quality content creation and marketing, you and your brand will be left coughing in the dust.

Whether you are creating awesome HD YouTube videos, 3,000+ word guides, or even awesome podcast interviews, you have to be creating some kind of content.

Content is the defining element of a personal brand.

From the books and audio programs of Tony Robbins to the epic blog posts of Neil Patel to the crazy vlogs of Casey Neistat.

Content really is the key to building a memorable and successful personal brand.

3. Keep your content authentic

So just because you are creating and marketing loads of epic content does not mean that your business will be successful.

Even with the best content marketing strategy and an impressive business acumen, your personal brand will still fail if your content lacks one key ingredient…

Authenticity.

Whether you are writing a new article for your blog, recording a vlog for YouTube, or even interviewing a new guest for your podcast, do so authentically.

Don’t copy other entrepreneurs and don’t try to be someone you are not.

If you are soft spoken and relaxed, then don’t try and be as hyped up and energetic as Tony Robbins.

If you are clean cut and don’t use profanity, then don’t drop F-bombs like Joe Rogan.

If you believe in something, share that belief and forget everyone else.

People love authenticity, and even if they don’t agree with your message and your style, they will still appreciate your transparency and truthfulness.

4. Have a consistent social media presence

The average American spends about 40 minutes a day on Facebook alone.

When you add Instagram, Twitter, YouTube, and LinkedIn to the figure, you begin to realize just how big of a deal social media really is.

If you are not building a powerful profile across multiple social media platforms, then your brand will not have any lasting relevance.

Period.

You need to learn how to master social media marketing and position yourself as an authority through whichever platforms you choose.

5. Become a masterful storyteller

You know what I love so much about most of the thought leaders in the 21st century?

They know how to tell amazing and captivating stories.

They can grab an audience and hold them captive for hours by telling them about their own lives and experiences or the experiences of others.

One of the best ways to quickly grow your personal brand is to incorporate the power of storytelling (specifically about your own story) into every aspect of your business.

For some of you, this is going to require that you face some fears and take some leaps to ensure that you are living a story worth telling.

While it may seem scary or challenging, creating an interesting story to tell could be the reason between success and failure.

6. Position yourself intentionally

Who do you want to be known as in your business?

How do you want to be perceived and talked about?

The fearless adventurer? The no b.s. Mentor? The friendly expert?

Whatever you want to be known as, build your brand around that archetype.

Think about some of the most recognizable personal brands today.

Richard Branson (the fearless adventurer), Tony Robbins (no b.s. mentor) and Tim Ferriss (friendly expert) have all selected archetypes and positioned themselves accordingly.

They decided how they wanted to be perceived and then took the actions necessary to ensure that people saw them that way.

If you want to grow your brand and double your loyal fan base, then you will do the same thing.

7. Create recognizable brand imaging

Trivia time.

Do you know how long it takes you to blink?

Do you know how quickly the human brain processes visual stimuli (images)?

Well, let me tell you.

It takes the average person around 350 milliseconds to blink and (get this) only 13 milliseconds to process an image.

That means we literally process images in less than the blink of an eye.

This makes visual marketing and creating a visually recognizable brand key to success in the 21st century.

Think about brands like Facebook, Coca Cola, Paypal, and Geico.

All of them have instantly recognizable and visually optimized logos, color schemes, and brand imaging.

Copying what these companies have done and investing time and energy into creating a visually recognizable brand might be one of the most important things you can do for your brand.

8. Leverage speaking events

I know of several entrepreneurs whose entire careers were “made” because of one single speaking event that skyrocketed them into the public eye.

Public speaking at events related to your niche is one of the quickest ways to establish authority and grow your personal brand.

It might take a little while (read: it’s going to take a long freaking time) before you are able to speak at TEDx or The World Domination Summit.

However, with enough work and learning how to leverage your message for the public eye, you will be able to quickly grow your brand through your speaking engagements.

You have no way to edit your mistakes, you have no way to take back what you have said, and no way to pretend you are someone you are not.

This makes speaking events a powerful way to build an authentic and honest brand.

Conclusion

By taking full advantage of the above 8 tips, you will be able to quickly grow your brand to heights that you had never thought before.

You will become recognizable, you will build massive authority, and you will earn hundreds upon thousands of new loyal fans.

It will take hard work and it will not be a quick process, but if you are willing to stick it out, the success you achieve will make it all worth it.

Do you actively promote your website on social media?

Let me guess… You probably have profiles on Twitter and Facebook and assume that your bases are covered.

If you own a B2B business, I have some news for you: They’re not.

When it comes to lead generation for B2Bs, no social media platform can hold a candle to LinkedIn. With more than 450 million users worldwide, including more than 128 million in the U.S. alone, and more than 106 million unique visitors per month, the business networking site is a veritable hive of activity.

I can already hear your groans of protest, and I get it. Who wants to create and maintain yet another social media profile? I’ll tell you who: Savvy B2B owners who want to generate leads with ease.

That’s right: You don’t have to devote a lot of time or money to generate promising leads through LinkedIn. Find out how by reading on below.

The last thing I want to do is send you barking up the wrong tree, so the first order of business is to determine whether or not it makes sense for your business to try generating leads on LinkedIn.

Unlike places like Facebook and Twitter, LinkedIn is not the place to blatantly promote your business. If it looks like you’re clearly just there to generate leads, your efforts will fall flat.

For all intents and purposes, generating leads on LinkedIn only makes sense for B2B companies. After all, it’s a social network for networking with other professionals and other companies.

Numerous case studies have revealed that LinkedIn drives more leads to B2B companies than any other social network. Considering how easy it is to do, I firmly believe that all B2B owners should embrace it. Below, I will show you how it’s done.

The majority of the following steps can be completed in just a few hours. Depending on your content situation, you might even be able to get all of your ducks in a row in just a few days.

#1 Complete Your Profile

Like many folks, you may already have a LinkedIn profile that is essentially dormant. Shake out those cobwebs and optimize your profile to lay the groundwork for lead-generation success.

Use your real legal name, and always include a profile picture. LinkedIn profiles with photos are 14 times more likely to be found and 36 times more likely to receive messages.

If you have a professional headshot, use it. If you don’t, seriously consider having one made. Otherwise, have someone photograph you dressed in business clothes in front of a white or plain backdrop.

For your “professional headline,” include your job title. What title, you ask? Your title should be similar to the job titles of those with whom you would like to connect. If you mostly want to meet CMOs, then, your job title should be something similar. Be specific… CEO, Marketing Manager, Director of SEO, and so forth. Make sure that your job title states your exact position in your company or shows what your profession is.

Fill out your profile completely to show that you are legit. Include a line stating that you are eager to connect with others. Encourage people to contact you.

LinkedIn allows you to add samples of your work to your profile, so upload some videos, images, presentations, certificates or other documents that demonstrate your authority in your field.

Before you finish, edit the URL for your profile for SEO. It should relate to the nature of your business in some way.

#2 Set Up Your Own LinkedIn Group

When it comes to generating leads on LinkedIn, many will tell you to join and be active in as many groups as possible. You definitely should, but setting up your own group is even better.

Hover your mouse cursor over “Interests” in the top menu, and select “groups.” Click on the “My Groups” button at the top, and then select “Create Group.”

What type of group should you create? It should relate to your business, niche or industry in some way.

One of the most important things here is naming your group. It should sound official and authoritative. If your interests are local, include geographical indicators too.

Complete the rest of the form, which has about five fields. Upload a custom logo. If you don’t have one, you can have one made on Fiverr or a similar site.

An empty group is unlikely to draw people when you send invitations, so upload at least a few pieces of content to get it going.

With your group completed, go back to your “professional headline” and add “founder of” whatever the name of the group is. This will pay off handsomely later.

#3 Find Potential Customers

Be very careful when completing this step. You don’t want to be labeled as a spammer.

Use the search feature at the top of the page to find viable prospects. Click “Advanced” for more in-depth search tools. Narrow down your search by industry, location and title. For the latter, choose a title that most closely matches those with whom you would like to communicate.

Create a simple spreadsheet, and store each promising contact in it.

#4 Content

Remember how you added the name of your group to your professional headline? With any luck, this is when it will come in handy.

When attempting to connect on LinkedIn, you only have 300 characters to state your case. You will be asked how you know the person. Since you obviously don’t know them, select “friend.” You won’t have to provide an email address that way.

Quickly peruse the prospect’s profile, and mention something from it in your message. Otherwise, simply state that you believe that you may benefit from connecting with one another and see what happens.

#5 Build Relationships

This is the part that requires a little patience. Over the course of a few weeks or months, slowly develop relationships with the connections that you have made.

Use your new group as an excuse for initiating a conversation. Invite each prospect to check it out, and explain why you believe that they would benefit from doing so.

Other ideas for messages include following up with something that you talked about previously, suggesting useful resources or stories that you have found and recommending specific discussions within your group.

Now that you have the basics down, I’ll go ahead and give you some additional pointers for making the most out of your lead-generation efforts on LinkedIn.

Promote your group – Get into the habit of posting statuses about your group. Find relevant groups and inquire about cross-promoting each other’s groups. If you are willing to spend a little though, consider promoting your group with LinkedIn ads.

Keep connecting – Always be on the lookout for new LinkedIn connections. When someone gives you their business card, find them and connect with them on the site. Check the “People You May Know” section often. Browse your current connections for new potential prospects and ask for introductions.

Cheer others’ accomplishments – As you get to know your connections, you will be in the loop whenever someone announces a major accomplishment. Get your name out there more by congratulating the person and tagging them with an @ mention whenever this happens.

Write recommendations – When it makes sense to do so, write recommendations for connections on LinkedIn. People often reciprocate, and that lends more legitimacy to your profile.

Connect your other social media accounts – If you are already on Facebook and Twitter, connect those profiles to your LinkedIn profile to cast an even wider net. Whenever you post a new status on LinkedIn, updates about it will automatically be posted on Facebook and Twitter.

Join industry groups – Flesh out your presence on LinkedIn by joining and being an active member of groups that are relevant to your business, niche or industry. Finding relevant groups is easy, and you don’t have to devote much time to them to see results.

Establish expertise with stellar content

The last tip deserves a little more space. People are more likely to click through to your website and landing pages when you come across as a true expert or authority. One of the best ways to do this is by producing and sharing top-notch content via LinkedIn Pulse.

Don’t republish content that you’ve posted elsewhere on Pulse. Instead, create and share brand-new content that you have specifically developed for LinkedIn.

If you have relevant content that you have never published elsewhere, now’s the time to put it out there. If you lack the time or bandwidth to produce a slew of new content, find relevant stories and share them instead. Just include your opinion about the piece, and find a way to tie it back to your niche or industry.

Conclusion

Right now you’re probably thinking, “Wait–that’s it?”

Incredibly, there’s not much more to it than that. As with any other type of marketing effort, remember that results won’t be instantaneous. Patience, persistence and diligence are essential. Over time, though, your activities on LinkedIn should generate all kinds of promising leads for your business.

If you’re already on LinkedIn, do you actively use it to generate leads?