What started out as a small professional networking site has become an internationally powerful social business network. LinkedIn is connecting professionals all over the world.
With amazing opportunities for companies to connect with one another, B2B marketers have been investing a lot time and effort on LinkedIn, incorporating it into their digital marketing strategies.
However, many marketers are not maximising its potential. In order to be successful on LinkedIn and make those all-important B2B connections, simply joining and having a profile and a company page is not enough. You really need to create a strategy and be proactive in getting and maintaining your leads.
Whilst it is highly important to have an optimised company page, with all of your business details filled out, with relevant and consistent content being posted, but this is not enough.
In order to make and maintain leads, you need to have a page that is a lead generation page.
What we mean by this is that you have to go beyond the typical company page. You need to create a way for your page to lead LinkedIn users to a conversion action, like a click through to your website, for example.
To do this, a great place to start is to focus on your header image. It needs to get the user’s attention and interest straight away, by for example advertising a key product or service, or simply setting the unique tone of your brand. Next, focus on your company description. Simply scrawling out 5 lines of blurb is not enough – carefully construct this text, as you would any other form of ad text – when it boils down to it, that’s what this area is. Talk to your audience and draw them into your story, instead of just describing what you do.
Last but not least, focus on your company page updates. Adding a link to content that you post is key, and making sure each update is valuable and interesting is essential. Ensure that you are capturing the right tone of voice for both the LinkedIn platform and for your brand. This could be directing people to your blog, to a free tutorial, video, etc.
Aside from your company page, creating a Showcase is a great way to promote individual products or services, things that are more extensions of the company, rather than the core of the company itself.
With Showcase pages you are able to segment your inbound LinkedIn traffic, as the page is targeted to a specific audience, helping you to generate leads more efficiently, and better understand what different leads are interested in.
Use these pages to create strong, refined relationships – Showcase pages are intended to be more specific than your main company page, so you can better provide information that is relevant to the audiences of these pages.
Make any posts or updates in these pages conversion-primed, and use a name that is short and that your audience will easily understand and relate to.
Make the most of the features within the platform – they are there for a reason! For example, LinkedIn’s Advanced Search is a fantastic way to actively search for leads and find prospective clients or customers.
The Advanced Search tool gives you the ability to identify your precise potential clientele. From the header menu, click the ‘Search People’ icon and then the ‘Advanced’ option.
This is a powerful and underused technique to find leads. If you choose to upgrade your membership you will have more filters to choose from.
Whilst LinkedIn’s advanced search does allow you to search the network as a whole, the best leads will come from people to whom you are already connected at a first, second, or third level.
Create your own LinkedIn niche group targeted at your specific audience is a great way of controlling the conversations which are taking place around your brand. Whilst it is highly beneficial to join groups and discussions in groups across LinkedIn, having your own group allows you to lead discussions and control the content posted. You can invite your clients and LinkedIn followers to join you there, making your group a closed and private group, or you could have an open group which would broaden the group’s potential reach.
This is a great way to attract your targeted audience, create relationships and make leads. Just make sure you regularly manage your group by posting relevant discussions and responding to other users’ comments.
With your own LinkedIn group you can also send email announcements to all the members, which comes handy when you want to generate leads. You could perhaps do this by offering a promotion or a relevant piece of content.
LinkedIn has a powerful content publishing platform named LinkedIn Pulse. By using your personal profile you can publish content (articles) about different subjects in your specific industry – this of this as a mini blog within the social media platform. You can use this space to share your knowledge and expertise, attracting leads and potential clients.
As the blog is hosted within LinkedIn, many users find it a more reliable and trustworthy source of information – what we mean by this is they are more likely to click a link that starts with ‘www.linkedin.com’. What is more, it is published to your entire network of connections, therefore the reach is instantly broader than if just published to your website.
When using LinkedIn Pulse, be sure to always write consistently valuable content, on a consistent basis and add links to your website or company page where it makes sense.
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