LinkedIn is one of the most popular social media networks for professionals. It’s the most powerful platform for career development, with two users joining each second. That’s 62 million people per year. Recent data shows that LinkedIn now has more than 740 million users.
Ninety million are senior-level executives, and another 63,000,000 are professionals in decision-making roles. By these numbers, LinkedIn is an excellent place to grow your company. The platform makes it easy to reach decision-makers and expand your network.
So how to make LinkedIn work for your business growth?
How Can You Work With LinkedIn?
You can use the popular professional network in various ways to your advantage. This platform can be used to:
- Expand your reach
- Find and hire top talent
- Encourage, educate, nurture and promote your business
- Improve your brand’s reputation
- Generate leads
It is essential to understand that LinkedIn is not a social network. Its primary function is facilitating client and business networking in one central location. It is often confused with Twitter, Instagram, and Facebook for professional networking.
LinkedIn’s wide-ranging recruitment and targeting capabilities are crucial for targeting active and passive clients, especially business growth prospects.
The Process of Generating Leads
Lead generation encompasses all your activities and strategies to attract new customers. It is crucial to generate leads because, by nurturing potential customers, they can become paying customers who use your products and drive revenue.
LinkedIn’s target audience is typically made up of professional decision-makers who have purchasing power. This allows you to speak directly with potential customers that could become paying customers.
There are many ways to generate new leads on LinkedIn, but the following will get you up and running for the basics:
- Create a professional LinkedIn profile.
- Make sure that your executives are connected to LinkedIn.
- Post updates and relevant content.
- Join LinkedIn groups for your customers and clients.
- Pay for products to make sure your content reaches the right audience.
- Ensure solid sales and marketing alignment.
- Make connections with clients and customers.
- Keep a constant presence on the platform.
How to Create Your Profile?
LinkedIn will always place your company profile as the heart of your online brand. Having a solid profile on LinkedIn is crucial, as people use it to search for your company and learn more about your products.
You have one chance at making a first impression. Your company profile is the first place that most people will visit when they click on your page.
These are some suggestions for creating a great company profile:
- Complete your profile 100%. Do not leave any blanks!
- This might seem obvious, but there should be no grammar or spelling mistakes!
- Take a look at the profiles of your competition. What can you do for your business to stand out from the rest?
- Are you a recipient of any industry awards? You can list them all!
- Do you also have well-known clients? If they have given permission, mention them in your profile.
- Include a link to the company website in your profile. People will be more interested in learning about your company if they like the information on your profile.
- Make sure to make the most of the banner space available. You can use this space wisely if you have campaign messaging that you wish to promote here. Consider the banner as your online storefront. Make it work for yourself.
What to Do After Creating Your Profile?
Creating a LinkedIn profile will only get you so far. If it is difficult to find, what’s the point of having one? This is where SEO (search engine optimisation) comes in.
Incorporate keywords into your company profile. Your chosen keywords must be descriptive and relevant to your business and services.
If you’re not sure which keywords to use for your product or service, just ask yourself what words and phrases prospects would type into Google to search for your product or services.
Start Producing Content
After you’ve created your profile, it’s time for content creation. LinkedIn content marketing is more effective Outbound Marketing than any other channel. LinkedIn gives you a captive audience for professionals hungry to learn and share their knowledge.
Around 91% of executives rate LinkedIn as their first choice regarding professional, relevant content. Therefore, this is an excellent opportunity to share blogs, webinars, and videos about your target market.
Quality is the most important thing. Reach out to thought leaders within your industry on LinkedIn to ask them to share their content. If you share your content frequently, you will quickly build an audience that returns to your page weekly.
Develop Your Network
One way to attract new followers and develop your network is through content marketing. However, you can also do other things. For example, you can combine these five methods:
- Make sure all employees like and follow your company’s LinkedIn page. You can also create a Slack channel to share social media posts. They are your brand’s most prominent advocates and are most likely to share your content.
- Invite your customers or partners to follow your page. In addition, your LinkedIn presence should be promoted on blogs, email newsletters, and press releases.
- You can share other people’s content. If you find a blog post you like, feel free to share it, especially if it’s relevant to your industry or comes from an influential person.
- If connections find your content helpful, tag them in your content promotion.
- Ask your customers for testimonials and recommendations that you can use for your company page. It is suitable social proof. You can also write recommendations for others!
Once you have mastered LinkedIn marketing basics, it is time to diversify. Try posting at different times throughout the week or day. You may find that one post type is more popular than the others. If so, you should make more!
Next, take a look at the pages of your competitors. What is their effectiveness with LinkedIn? Are they doing anything that you can’t? Or, conversely: Is there anything they’re doing that you could do? Find the gaps in your industry and determine if you can fill them.
You must regularly analyse your LinkedIn data to improve your data-driven marketing. Many social media scheduling tools include a reporting function. Don’t worry if you don’t have one. LinkedIn Analytics pages provide a wealth of information. LinkedIn Analytics can be divided into three sections:
Visitor LinkedIn Analytics
All you need to know about people who visit your site, including:
- The number of unique visitors and page views over time.
- The proportion between mobile and desktop visitors.
- Demographic information includes location, job function, industry, and company size.
Update LinkedIn Analytics
All your LinkedIn posts should include engagement metrics, such as:
- The number of shares, likes, comments and clicks you have received over a given time period.
- The organic and sponsored content engagement ratio increases if you run any LinkedIn ads.
- Live data, post-by-post, per-post basis, including impressions, views and clicks, and LinkedIn’s aggregated engagement rate.
Follower LinkedIn Analytics
You will find all the details you need about your audience, including:
- How many followers have you gained in the past 30 days?
- Demographic data for all your followers showing where they live and work.
- A Tracker of competitors compares your followers and updates with those of similar companies.
Using Linkedin as Part of Your Sales Strategy
LinkedIn is a powerful tool that can be a part of a sales strategy. It is a social media platform designed for professionals to network and connect. LinkedIn can be used as a salesperson to find, connect with, and engage potential customers, ultimately leading to sales.
Here are some tips on how to use LinkedIn as part of your sales strategy:
- Optimise your profile: Your LinkedIn profile is your digital business card. It is essential to have a complete and professional profile that showcases your skills, experience, and achievements. This will help potential customers understand who you are and what you can offer.
- Connect with potential customers: LinkedIn is an excellent tool for finding potential customers. You can use the search function to find people who fit your target market and connect with them. Personalise your message and explain why you want to connect when sending connection requests.
- Engage with your network: Once you have connected with potential customers, engaging with them is essential. This can be done by sharing relevant content, commenting on their posts, and sending personalised messages.
- Join relevant groups: LinkedIn has many groups focused on specific industries or topics. Joining these groups can help you connect with potential customers interested in your product or service.
Using LinkedIn as part of your sales strategy can be a powerful way to find, connect, and engage potential customers. Optimising your profile, connecting with potential customers, engaging with your network, joining relevant groups, and using Sales Navigator can increase your chances of successful sales.
LinkedIn Tools to Help You Source Potential Customers
Sales Navigator: Sales Navigator is a premium LinkedIn tool that can help you find potential customers, engage with them, and keep track of your sales activities. It can be a valuable asset for any salesperson serious about using LinkedIn as part of their sales strategy.
Aeroleads: Aeroleads provides email IDs and phone numbers for prospects, giving your sales team an edge over their competitors. You can automate your processes with customised messages tailored to the lead type. This is a time-saver that can help you get more sales leads. Aeroleads can also be used with the most popular CRM systems.
Dux-Soup: Another excellent tool for lead generation that automates building a prospect list. Dux–Soup allows prospects to view their profiles, find email addresses and track activity. You can also send personalised messages to each prospect.
LeadFeeder: LeadFeeder is a popular LinkedIn marketing tool. It allows users to see which companies and users have visited their site and a list of individual interests. This lets you target leads interested in your services and improves your sales team’s conversion rate.
As we said at the beginning, Linkedin can be a powerful tool for companies looking to build brand awareness, build a network, establish thought leadership or even attract leads.
Grofuse as a digital marketing agency that specialises in helping businesses grow their online presence and generate leads had been using LinkedIn as part of marketing strategy for a few years.
Recently, we decided to ramp up our efforts on LinkedIn by creating a content marketing strategy that focused on providing valuable insights and tips for businesses looking to improve digital marketing efforts.
We started by publishing a series of blog posts on our website that were optimised for SEO and shared those posts on LinkedIn. We also created infographics (carousels) that highlighted key takeaways from our blog posts and shared those on LinkedIn as well.
To maximise our reach, we also engaged with our LinkedIn followers by commenting on and sharing other relevant content in the industry. We also joined LinkedIn groups where our target audience was active.
Over time, our content began to gain traction on LinkedIn, and we started to see an increase in engagement and followers and which is more important, this led to more inbound leads and ultimately more business for Grofuse.
Our success on LinkedIn has helped us to grow business and establish ourselves as a go-to resource for businesses looking to improve their digital marketing efforts.
In conclusion, LinkedIn is an invaluable instrument for businesses seeking to grow their customer base and network. Optimising your profile, connecting with potential customers, engaging with your network, joining relevant groups, and using Sales Navigator can make LinkedIn work for your business growth strategy.
Remember: LinkedIn presence doesn’t guarantee results – you must actively engage and provide value to see results. However, investing time and energy into developing an effective LinkedIn strategy will allow you to create an effective platform supporting your company’s growth.
If you would like to learn more about Grofuse or avail of our LinkedIn company page service, contact us today.