Mark Osborne explains how to grow your LinkedIn network by targeting two groups: potential ideal clients and business allies. Referral marketing works because recommendations from trusted sources overcome prospect skepticism.
I always talk about the 2 types of connections that you should have on LinkedIn are potential ideal clients and business allies. Referral marketing is one of the best forms of marketing and lead gen for that matter, because when you are taking the advice or the suggestions of a trusted source that, you know, you should connect with this person, you should reach out to this person, they have exactly what you're looking for. Again, the skepticism that a lot of people may have completely gets flushed down the toilet because they've gotten that information from a trusted source, so they're more likely to reach out than not.
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