LinkedIn has more than 850 million members in more than 200 countries and territories worldwide*.
Quite simply, it’s where it’s at for B2B social media marketing – LinkedIn is 277% more effective at generating leads than Facebook and Twitter.**
But how can you make the most of the lead generation opportunities LinkedIn has to offer? Here are the three levels of activity we know make a difference.
Your first step is to make sure you have a company page. Then, you need to be active on it. Share company updates and post your job vacancies on there. Invite relevant connections to follow the page so you can start to build your community.
An active company page isn’t just good for brand awareness on LinkedIn either, it will also boost your visibility in search engines.
Once you’ve got your company page working for you, it’s time to get your employees’ profiles working for you too.
Encourage customer-facing employees to make sure their LinkedIn profiles are up-to-date. From a company brand awareness point of view, these are the key points to remember:
When customer-facing employees’ profiles are up-to-scratch, they’re in a good position to start prospecting.
Quality and quantity are the key words. Quantity provides a wider third-line reach. Quality provides better business relationships.
For quality connections, you need to know:
You can use these insights to search for people (using the search box, which is on the top left hand side of the desktop version, or there’s LinkedIn Sales Navigator if you are happy to pay for a more detailed search and prospecting tool). When you ask to connect with someone, always include a short, friendly, non-sales-y message. Explain how you’re connected (if you are) or what they’ll gain from connecting with you.
LinkedIn Groups offer opportunities to strengthen connections with like-minded individuals in exclusive forums. Consider joining and being active in:
Ultimately, it’s important to show up and be active on LinkedIn, but always remember that LinkedIn only opens the door – normal sales follow-up rules still apply. Avoid sales pitches or advertising. Instead, focus on open questions, asking people for their opinion or offering insight, information or advice. When you do this, you’re in the best possible position to leverage what LinkedIn has to offer.
This blog post started life as a much more in-depth workshop we deliver to clients and their teams. If you think your company would benefit from training like this, get in touch.