LinkedIn is among the top tools for marketing to the B2B audience. LinkedIn is growing steadily and evolving to meet the changing needs of its audience. If you are not using this platform to its full potential, you could be missing out. Some of the newest features being rolled out, like the ones we wrote about last time, are fee based but worth considering to reach your target audience. Take a look at these tips for marketing with LinkedIn and let us know what you think.
Start with a connection strategy
B2B business owners should connect with prospects, strategic partners, referral partners and other business owners. Two top tips for a simple strategy include:
- Schedule time at least once a week to search for quality connections. Use the advanced search tool to refine your results based on things like job title that defines your target prospect. Use invites selectively and personalize your request to connect. Ask others to introduce you whenever possible.
- Research and join the groups where your target prospects are members. Groups are important tools for gaining visibility with your target audience if you stay active, make comments and post useful articles.
Build momentum with content
And not just any content, high quality content. Think about ways to give a reader something of value like how to solve a business problem they might be facing or improve job performance.
It’s important to establish yourself as a thought leader and don’t be afraid to share some insider tips. Your strategy should include a regular posting schedule. Two ways to post articles:
- Sharing an update with a link to your blog or other internet asset location. This action will share your article with your connections.
- Post an article through the LinkedIn Professional Publishing Platform feature we mentioned in our last post. If your post demonstrates some momentum LinkedIn will showcase it in one of their categories. It then has the potential of getting thousands of views.
Don’t sell, build
The best tip we can offer is to avoid selling, particularly a hard sell, anywhere on LinkedIn. It’s common understanding that this platform is intended for business professionals to do business with other business professionals. Promoting your brand and capabilities is expected but in a more subtle manner. The goal is to be ‘discovered’ on LinkedIn for the value your brand offers. No doubt, there are plenty of hard sell types spewing their pitch on LinkedIn. But that’s a great way to turn people off no matter what platform you are using. Build relationships. It’s becoming a buzz term in marketing but it is becoming a reality in our social media world.
What practices work best for you? Have a tip to share? Please comment below or on our Facebook page.