Marketers are using LinkedIn not just for job seeking but also to grow their business. Yes they are using LinkedIn for generating new customers, creating brand awareness and also to establish partnerships. According to Business News Daily, LinkedIn is a valuable tool for your digital marketing strategy.
Generating Sales Leads
Marketers are using LinkedIn in a number of different ways such as generating sales leads for e.g. according to The Tennessean, marketers can use LinkedIn to find connections to people they want to meet, in order to generate new customers. A study conducted by HubSpot, it was found that coming from LinkedIn generated the highest visitor conversion rate (2.74%) almost three times higher than Twitter and Facebook. According to HubSpot to get the most out of generating sales leads, promote and share links to your landing page in your companies status updates.
More Targeted advertising
According to The Social Media Examiner you should use sponsored updates as it allows you to put your content in front of key decision makers and key influencers and expose yourself to people that are not already part of your network. Businesses can target the exact industry, company size and the job role of the people that they know would buy their product or service. For example if your are selling customer support software to small business in Ireland, you can set the advertising campaign to only show to businesses that are under 100 employees, based in Ireland and within that grouping only to executives at those companies with a customer-support title. With the ability to limit the audience for the update, it allows you to make the best use of the investment. You are also able to see how effective these paid adverts are with the help of the analytics tool provided by LinkedIn.
Staying top of the customers mind
By posting daily or weekly updates on LinkedIn blog posts, to keep the company’s name in the mind of the customer. Also by sharing new product or service information and offers such as inviting people to a webinar, to create brand awareness.
Becoming an industry expert
In order to become an industry expert in your field, you need to provide quality content. The goal of providing high quality content, that provide value to potential customers is to establish yourself as a though leader so when it comes time to purchase, potential customers will think of you first and will also remember that your company knows how to solve their problem. It’s about offering them real value and in turn will get results. According to HubSpot, in order to get a better idea of the type of content that’s most popular on LinkedIn in your industry, you can use LinkedIn’s Trending Content Tool. It shows the most popular content being shared on LinkedIn for numerous audiences and topic segments. Also monitoring this would be a good idea to see what your company should be doing to create more engagement.
As you can see from the above, LinkedIn is more than just a job hunting network, there’s a whole host of things you can use it for such as creating relationships with potential buyers by giving free useful information that they value, generating sales leads, more targeted advertising and being the first company customers think of when experiencing a problem or just in the intention phase of the purchase buyer behaviour. However it is important to note that LinkedIn is mainly used for business to business advertising and it’s not to be used as a hard selling tool as this is frowned upon on LinkedIn.
Watch this quick video on some additional LinkedIn marketing tips.