Millions of LinkedIn business networkers are trying to find the key to unlock the LinkedIn cash register. What is the real secret, the missing link to success on LinkedIn and other social media networking?

The answer is simple: “web marketing.”

The Great Business Networking Disconnect

The majority of LinkedIn business networkers use their profiles like and information source such as a web page or resume. This means their LinkedIn profiles are static information pages supplying the reader information about the person or their company.

Even though they include website links in their profiles there is nothing in the profile that compels the reader to visit the site. Frequently the website links aren’t even descriptive. The link listing says; “My Company” a less than compelling phrase. Readers simply arrive at the profile and leave to continue on with other things.

The only exception being the reader who is highly motivated do to need for products or services of the profile’s owner. Ready buyers have a reason to move to the website and see the offer, but everyone else doesn’t.

Most profiles don’t contain the right content or offers to get people past the profile to the website.

The Second Chasm

When by a stroke of luck the profile reader arrives at the owners website, they arrive at another page aimed a providing information rather than engaging them in a conversation.

This chasm or break in the chain is a marketing error. The purpose of marketing is to get the reader to engage the person or company. To make them feel they’d have to be a fool to buy from anyone else regardless of price.

What the website owners fail to realize is that all the information in the world about you won’t make anyone want to engage you. They want to know what’s in it for them.

Summary

Between the networking disconnect and the marketing chasm it is no wonder that business networkers never seem able to turn on the cash register.

My charter on this site is to provide you information and resources that breakthrough these two barriers and allow you to start cashing in from your business networking efforts.

With the addition of a web marketing list building strategy to your website and a refocusing of your LinkedIn profile towards engaging the reader (as opposed to telling them about yourself) you can turn on the LinkedIn cash register.