"Most people use LinkedIn as a contact management tool to connect with friends or former co-workers," writes Judy Schramm at Marketing Ideas You Can Copy. There's a chance, then, that you're not taking full advantage of the network's lead-generating potential. To do that, you'll need an active approach—and Schramm has these suggestions:

Nurture your network. "Other than sending or accepting a connection invitation," she asks, "when was the last time you truly connected with the people in your first-degree network on LinkedIn? Many of these people may have hundreds of connections to your potential customers." You'll build relationships and remind them of your talents if you offer something of value on a regular basis—whether an online resource, a discount or a referral.

Use Advanced People Search. "This tool makes it relatively easy to build a preliminary prospect list using a combination of keywords, industry descriptions and job titles to find key decision makers at target companies," she notes. If you find potential leads in extended networks, you can ask one of your contacts to make an introduction—but only if you've laid ample relational groundwork. "You don't want to risk damaging your reputation by coming across as an opportunist," she explains.

Participate in group discussions. When you answer questions and provide insights, you gain the trust of others—and become a natural resource when it's time to explore purchase options.

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