LinkedIn continues to evolve into a powerhouse business portal where anyone from aspiring entrepreneur to Fortune 100 executive can build a brand, connect with key influencers, and close big deals. Though many LinkedIn users take advantage of its marketing and sales functionality, the overwhelming majority of users aren’t effectively leveraging LinkedIn for B2B marketing.
If you’re seeking ways to effectively build B2B relationships through LinkedIn, keep reading.
Let’s start with the basics. Take a look at your company page and answer the following:
- Does your header image attract attention?
- Is your company’s description clear and compelling?
- Is there a website link and contact information for your company?
- Do you update your company’s page on a regular basis?
- Does your company have a showcase page? (https://goo.gl/t9LIWS)
From your responses, you’ll have a pretty good idea of whether your company’s page is conversion-ready. If not, building a brand-friendly and compelling page should be a priority.
Once your company page is ready, you can move on to these quick strategies [assuming your personal LinkedIn profile is A.L.I.V.E.]:
1. Research
Research your ideal buyer – Who are they? Where do they “hang out”? While B2C marketers tend to target large numbers, skilled B2B marketers opt for quality over quantity; striving to connect with key individuals to build meaningful, mutually beneficial relationships. Fortunately, there are several ways to identify your audience on LinkedIn. Here are two:
- Use advanced search. Free LinkedIn membership allows you to filter your search by location, industry, language, interests, and more! Advanced search is a powerful tool to identify and connect with your ideal market.
- LinkedIn Groups is another great way to identify key connections. With millions of groups to choose from on LinkedIn, it is safe to assume there is one in your niche. Use relevant keywords to identify groups and search for your audience in them.
2. Connect
Do not (I repeat, do not) use generic LinkedIn connection speak. If you want your request to be taken seriously, you must personalize your invitation; emphasizing the mutual benefits of connecting without selling. Check out these tips for writing great LinkedIn invitations – http://goo.gl/co3VUk.
3. Engage
Don’t talk TO your new connections, speak WITH them. And, don’t sell to your new connections, EDUCATE them! But even before using education-based marketing, do your due diligence … identify their interests, which pages they follow, what/where they post, etc. Engage in their conversations … show genuine interest in them. Obtain permission to stay in touch. Use your company page to share Sponsored Updates to more effectively reach the “right” people at the right time. Occasionally publish relevant, educational content straight to the news feed of your ideal market.
4. Convert
Let’s face it, [when used correctly] LinkedIn is THE most effective social media platform to build B2B relationships. Engaging with the LinkedIn community creates tremendous business exposure and potential. So you’ve done the research, connected, engaged and educated. Now, it’s time to invite them to convert into customers. But, not just any customers. Happy, loyal customers! How? By making your actions speak louder than words. In short, understand their needs. Deliver in excellence. Rinse and repeat!
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Kelly Leonard is a speaker, trainer, and CEO of Taylor-Leonard Corporation. In the last 3 years, Kelly’s personally trained 4,500+ business professionals to harness the power of LinkedIn. Leveraging the LinkedIn strategies she teaches, her company generate $500,000+ in new consulting revenue through the LinkedIn community within a 24 month period in their core competency – Customer Relationship Management (CRM). Kelly is available for keynotes, panel discussions, and workshops for your team.
Whether you’re a job-seeker, aspiring entrepreneur, established business owner, or corporate executive, LinkedIn is essential! Taylor-Leonard Corporation supports clients by delivering results-oriented solutions to drive individual, business, and professional objectives. Visit www.boostmylinkedin.com for more information.
