Since it’s inception in 2002, LinkedIn has grown to 590 million users globally making it a networking and lead generating gold mine. Unfortunately, B2B marketers are still struggling to unlock the secret to successful marketing on LinkedIn.
Marketers who are new to LinkedIn often feel that the quality of leads they get from the platform doesn’t measure up to leads from other social media platforms and paid search engine advertising. Marketing consultants who have had success in coaching sales and marketing teams identify four recurring problems with many organizations’ LinkedIn strategy including
- Lack of a clear marketing strategy
- Improper market segmentation
- Lack of actionable content
- Failure to consistently execute a marketing plan
Here are three quick tips you can focus on to improve your LinkedIn marketing strategy.
The first step for business owners and B2B marketers using LinkedIn is to build your brand identity on the platform. Using the profile tools, tell your company’s story in a way that clearly articulates what value you bring to the marketplace. Don’t only include the benefits and features of your product or service. Also demonstrate the value that the people and the organization provide to all stakeholders, not just clients, and customers.
People network with other people. When you join groups on LinkedIn, use your personal name rather than your company name. Focus on the quality of interaction in the groups you participate in rather than focusing on the number of members or potential prospects. Have conversations with other group members, don’t just broadcast your sales pitch. Use LinkedIn groups to build your personal network including industry colleagues and mentors as well as prospects.
The greatest LinkedIn marketing opportunity for B2B marketers is content sharing. Fewer than two percent of LinkedIn users share content on a regular basis. For you, this means that any content you share has a greater chance of getting in front of the people you want to see it.
Marketing is not simply an activity. It is a business strategy. With that in mind, you need to think about B2B marketing on LinkedIn in terms of an ongoing and long-term strategy rather than an occasional, or even daily, activity.