Anna K. of CodeRiders About How to Use LinkedIn to Dramatically Improve Your Business

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Recently, Anna Khachatrian, business development executive at CodeRiders software development company sat down for an interview with Authority Magazine about her experience in finding qualified partners via LinkedIn. You can find her whole interview below.

About Authority Magazine:

Authority Magazine is aimed at sharing interesting “thought leadership interview series” featuring people who are authorities in tech, pop culture, business, wellness, social impact. It draws out stories that are both empowering and actionable.

About Anna Khachatrian:
Anna Khachatrian is Business Development Executive at CodeRiders software development company. She is a digital marketing expert with 6+ years of experience in business development, partnerships, client communications, and lead generation. Anna took part in several events as a speaker — both local and international; and one of her recent speeches was about professional women in a digitized economy during a conference by Women Impact Network (WIN). She also gave interviews to several media and event organizers, as well as writes articles for international media, CodeRiders’ blog and her Medium profile.

– Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?

– Thanks for this opportunity to share my knowledge about the LinkedIn platform and its capabilities. It’s already 6 years since I am in the sphere of digital marketing. For the past 3 years, I am specifically working in business development. Social networks and especially LinkedIn are the tools I use daily to keep the communication with my network, read industry-related news, as well as get qualified leads.

My story of becoming a business development executive and communications specialist starts with my first job as a journalist. I was still a student when I started my career in that field, learning and practicing the ways to communicate smoothly and effectively with people, inviting them to answer my questions sincerely.

– Can you share the most interesting story that happened to you since you started this career?

– Communicating with clients from different nationalities is what I do every day, and of course, this makes so many interesting stories. My main language to communicate in is English, although I also speak Russian, besides my native language. One of my clients is from Ukraine, and she sometimes sends me messages in Ukrainian, forgetting that I don’t understand it. Every time I translate her messages to understand her properly and ask her to send me messages in English or Russian. Nevertheless, she keeps sending me Ukrainian messages from time to time. I believe at the end of this project, I’ll be able to smoothly communicate in Ukrainian haha.

Intercultural communications are what I love, and this example is one of the reasons I love speaking to different nationalities and sharing cultural experiences.
– Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

– Oh, I just recalled one story. It seems funny now, but I was so embarrassed at that time. I am usually very attentive to details, especially when sending business-related messages to my leads. However, I failed once.

I sent a LinkedIn message to someone named Phil and accidentally called him Peter. The response I received was quite a cold shower for me, “Hi Sylvia, my name is
Phil. I help companies meet the right people to grow their business and not make silly mistakes in the beginning …if you are going to cold call message some one then at least get the name right…”

I was both ashamed of my silly mistake and worried that I could accidentally underrate my company authority with that mistake. It was a lesson for me to be much more attentive to details before hitting the “send” button while messaging. It also taught me to be tolerant of messages that may contain some accidental mistakes. During my career path, I myself received such messages from representatives of other businesses and kindly answered them to improve their mistakes.
– Which social media platform have you found to be most effective to use to increase business revenues? Can you share a story from your experience?

– The main social media platforms I use are LinkedIn, Facebook, and Instagram. Each of them has its unique purpose. If we are speaking about lead generation, networking, and communicating with industry professionals, of course, LinkedIn wins all. If we are speaking about audience informing and news sharing, we use Facebook. If we talk about company branding, team atmosphere, and what it means to work in our company, we use Instagram.

LinkedIn is the platform that suits best with increasing business revenues. Most of the LinkedIn users keep it professional in that platform and network with others on business-related topics. LinkedIn has its unique culture that is different from other social media platforms.

– Let’s talk about LinkedIn specifically, now. Can you share 5 ways to leverage LinkedIn to dramatically improve your business? Please share a story or example for each.

– Sure, to improve your business through LinkedIn and get new prospects, you should organize optimized outreach campaigns. Each campaign contains a few parts you should pay great attention to.

1. Improve your profile. Your network is going to get your first impression from your profile look. So, if you have an incomplete profile or if it serves a different purpose than your LinkedIn outreach campaign, you are not going to win your network’s attention. Start with your profile and cover images. Show your professional profile image, not a selfie or a low-quality photo, and correspond your cover image to it. You can also use your company cover photo. Next, rewrite your headline and describe how you can help your network with on-point reasons. Provide useful links and contact information. Update your work and education sections. Ask your clients for reviews of their cooperation with you.
2. Learn how to use LinkedIn search. LinkedIn has a great built-in search tool, which provides quite enough search options for finding the best-fitting leads. The basic free version of LinkedIn search is also enough for having a small or medium outreach campaign. However, if you are going to start a large campaign, you may have to buy LinkedIn Sales Navigator to work more effectively. It helps filter your search in an as detailed manner as possible, ensuring that you get only the results that match your search the most. When typing keywords for searching, try to put yourself in the shoes of your target audience. What would they write in their LinkedIn headlines and titles? What would they post about? What groups would they use? Answers to questions like this will help you conduct a better search campaign. Let me share one tip if you are using the free version of LinkedIn search and are worried that LinkedIn may restrict your search results. When opening one of the profiles that match your criteria, LinkedIn usually offers similar profiles in the right column. Many business developers tend to skip that section and do their research-based only on specific search results. My experience shows that those profile suggestions are quite relevant and can serve you as a great help.

3. Personalize each message. No one likes receiving mass messages sent to everyone. Remember that the purpose of your campaign is to convince your network that your services and solutions can be a great help for them. How is your network going to believe in you if you do not even take time to explore who they are and what problem they have to offer them custom solutions? Your outreach message should contain their weak points and your personalized solution for them.

Read the full interview on CodeRiders’ blog.