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FROM THE FOUNDER
I resisted getting on LinkedIn for years. I would constantly get emails from people wanting to connect with me there and thought, “What do I want with another social media platform, especially one where half the people there are looking for jobs and just want to connect with me because they think I might be able to help them with their job search?” LinkedIn is just one tool in your marketing arsenal, but it can be powerful when used consistently and strategically. Using LinkedIn for marketing purposes
Mark Zweig
But about five or six years ago, my friend and the dean of the Walton College of Business at that time, Dr. Matt Waller, told me I really needed to be on there – that I had much knowledge to share and that was the place to do it – so I reluctantly created my profile and started posting. Since then, I have learned LinkedIn can be a tremendous marketing tool IF it is used properly. Here are some things I have learned over the years about how LinkedIn should be used and how it can help people like us: 1. It’s a great place to find names of key people in organizations you want to do business with. IF you know a certain company or organization is a targeted client for your company, why not get on LinkedIn and find out who all of their top people are and try to connect with them? They aren’t always listed on their organization’s website but
most of the time you can find these people on LinkedIn. And add them to your marketing email list if they have their email addresses listed. 2. Do not reach out to these people immediately to try to sell them your services if they do connect with you. It would be much better for those people to see your postings over time and figure out that you are an intelligent person who has insight and experience that could help them. And while you may want to reach out to them at some point (and I will get into that shortly), they may actually reach out to you if your content is compelling enough. 3. The content you put out there needs to be valuable. Refrain from anything political. You don’t want to alienate anyone. Provide helpful information. “Here is a common problem and
See MARK ZWEIG, page 6
THE ZWEIG LETTER AUGUST 11, 2025, ISSUE 1597
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