If you are a business professional, you may not be completely convinced with the idea of using LinkedIn or probably building an exclusive LinkedIn marketing strategy to uplift your business. Don’t worry! You are not alone. Most of us wonder whether social media platforms are worth our efforts and time (especially in business).
Table of Content:
Let’s begin with the factual stats to know about the LinkedIn’s role in business to business lead generation.
- Around 80 percent of the lead generation is happening through LinkedIn whereas Twitter and Facebook only contribute 20% of the lead generations. (Source: LinkedIn)
- 79 percent of B2B marketers believe that LinkedIn has proven to be the most effective social media platform for generating business. (Source: LinkedIn)
Numbers do talk, right? The initial idea started with simply connecting professionals globally for improving the work efficiency and for achieving success in the business world. But the current LinkedIn has been progressively adding new strategies to increase business growth.
Nowadays, everybody has started using the LinkedIn platform. But what most people wonder is how to do it properly?
So, let’s say you have created an impeccable professional LinkedIn profile. Is that enough? Of course, not.
You need to actively use your LinkedIn business account for attracting more prospects and leads to your business.
Let us take you through the right questions which would help you in structuring an effective LinkedIn marketing strategy.
What Does LinkedIn offer as a platform?
You need to dig deeper and explore the platform before you begin your LinkedIn marketing strategy. There are 3 highlighted ways to start with: 1) Advanced search 2) Boolean search 3) Check the connections of your contact list.
If you have a relevant contact list in your profile, that’s your cue to start your work. You will find different opportunities by searching through your first level connections on the platform and would bring you potential lead in the 2nd level connections.
You should begin the search at your own network using the advanced search option or simply scroll through the contact list and handpick your next potential customers.
In most cases, your 1st level connection will lead to probable prospect and this prospect will lead you to more convertible connections. It is a never-ending chain and expands the chances of better business opportunities.
Having common connections, in most cases, give an add-on advantage of gaining a ‘warm introduction’ chance with the prospect (when you know your 1st connection very well that you can ask for an introduction).
What is the advantage of LinkedIn account?
You should expand your network as much as you want. Having a broader target audience is undoubtedly an advantage for any business. Therefore, it is considered as a common strategy of marketing (being online or offline) for decades.
You can expand your network by 1) sending direct personalized connection requests, 2) connection requests to people you have recently met, 3) join LinkedIn groups that might have your target audience, and 4) connect with social influencers having larger networks.
Once you are done screening your potential prospects, you should simply send them a connection request. But do not forget to add a personalized touch to the request if you want to be successful in this social game. To do this in the best way, you must examine their profile first so that you can learn more about them and then frame an appropriate personalize connection request.
Another scenario is to send a direct request to people you have met offline recently. You should ideally send them a connection request after the first meet and you can send a personalized message as a simple reminder of your meet or maybe something better like a part of your conversation.
Most of the businesses create a LinkedIn profile and start joining same industry groups. This LinkedIn marketing strategy isn’t very smart because such groups are full of competitors. Expanding your network by connecting to groups with potential audience provides better chances of growth rather than simply connecting with the competition.
Do you think that simply expanding your network is enough?
Having an ever-growing LinkedIn network is one thing and converting them into sales is another. The huge network won’t bring you new leads until you engage with your network. You need to consistently engage with your LinkedIn connections to create a good and interesting image. Constant engagement and activeness on the social network would make them notice you, consciously or unconsciously.
Some useful tricks to engage your connections are 1) initiating inbox conversations with the relevant stuff, 2) comment on the connections status and articles posts regularly (yet naturally), and 3) share their content on your wall if useful and relevant.
These are some of the initial things you can do to engage your network and mark your presence.
Try to avoid sales and promotional messages at the outset and focus on building your rapport before pitching anything.
What is the next step after the initial engagement with your network?
The important reason behind the easy transition of your LinkedIn connections from the initial stage to a successful ‘lead’ is to establish a good relationship with the prospects.
You don’t need any stats to believe that people are most inclined to do a business with people they like, know and trust. You can only establish such a relationship by genuinely showing interest in your connections.
Some tips for establishing a relationship with your network are 1) showcasing interest by learning’s priorities in business, 2) paying attention to the content material your connections post, share and engage whenever relevant, and 3) engage with people who like, share and comment on your content posts.
It is also very important to respond to the comments and queries raised by the connections within a reasonable amount of time.
Starting your own LinkedIn group offers an opportunity for networking. This is one of the intelligent ways of networking as you would indulge and connect with people in a most genuine way possible.
When you create a group showcasing a beneficial need to its joiners by educating and sharing informational content, you gain the leadership and get recognition in your service-specific target crowd.
Nonetheless, you should not sound too “salesy” in such groups until you gain the trust and build a relationship with your audience.
We have given you a broader vision of LinkedIn marketing strategy and this would further let you get more ideas to gain the attention of your connections. LinkedIn is a place of opportunity for B2B marketing, however, you should have the right knowledge to start your marketing. Otherwise, it would become another social media page with no returns.
Try some of our strategies in your LinkedIn profile and spend some quality time on it, you would definitely reap the results.