LinkedIn Recommendations - how valid or important are they?

I think the key is WHAT the recommendation says about the professional. When someone refers to a specific accomplishment made by the individual or a presents a clear demonstration of the VALUE that the professional provided, then the recommendation becomes a value proposition. Recommendations that are vague or “warm and fuzzy” don't lend any credibility to the professional, which is what a recommendation ought to do.

And remember, you don't have to accept or show those warm and fuzzy recommendations on your profile!

Training on Effective Use of LinkedIn for ALL staff of professional services firms

Many CPAs and marketing directors out there confide in me how they still don’t “really get” LinkedIn. You can’t value what you don’t understand and the best way to demonstrate the value of this medium is to show examples and share success stories – as they relate to the accounting industry. The first step is to write your profile to attract your ideal client. Profiles should engage, have photos and tell readers more about the professional than simply a list of services they can provide and what schools they attended. Personality needs to show through. Joining appropriate groups (the ones where your ideal client is) comes next, monitoring the discussions, cultivating thought leadership, researching hot prospects and how to make meaningful one-on-one introductions that deliver your value proposition should all be taught in your training program. This is an educational process so training should happen over a course of time – say, 6 – 8 weeks. Some will catch on sooner than others and those success stories should be shared regularly, which will boost morale, incite some friendly competition and teaches others how it should work!

Industry Focused Marketing Plans - NOT GOOD ENOUGH!!!

I don’t think industry focus is enough. I narrow down industry-focused niche groups further, by defining the ideal client within that industry – healthcare becomes multi-physician group medical practices, 10 docs or less; manufacturing becomes agri-business or food processing. The sub-niche is selected based on the level of experience of the professionals, their attraction to certain personality types within the industry, the marketplace and consideration of the firm as a whole (in terms of potential for cross-selling additional opportunities). This shift from a general industry to a specific dream client assists with language (tone and message) in all your collateral pieces and conversation points that will demonstrate value that will blow your competition away and establish YOU as the provider of choice.