Who is the best VP for Marketing
How to generate leads on LinkedIn, according to the LinkedIn VP of Marketing
As a marketing employee or managing director, you are probably familiar with the TOP social media platforms that you can use to generate leads. And I'd bet you've heard about the importance of Instagram, Facebook, and Twitter - and if you've used all three of them, you think you're in a good position with that.
But, if you are new to LinkedIn, you could be missing out on an incredible opportunity to increase both your brand awareness and your sales. Especially if you are active in B2B! In fact, studies have shown that LinkedIn is the best social media channel for paid and organic attention among B2B companies. Around 82% of marketing employees rate LinkedIn as the most successful platform.
Of course, this is easier said than done. Without a clear plan, the task of generating leads on LinkedIn can feel very challenging. Justin Shriber, Vice President of Marketing at LinkedIn, was interviewed by HubSpot. You can find the full interview here, or you can read on and learn about the key messages and take a few additional tips on how to generate leads on LinkedIn.
Strategy: Lead generation on LinkedIn
For a brief refresher, lead generation is an umbrella term for all activities and strategies with which you draw the attention of new, potential customers to you and your company. Lead generation is really important because with the right care for potential customers, they can become paying customers and generate the revenue for your business.
The typical LinkedIn audience are professional decision-makers with some purchasing power. This helps you speak directly to the potential customer who can become a paying customer. In the following we discuss how you can use LinkedIn for lead generation.
1. Make sure your supervisor or yourself has a good LinkedIn presence
When you're just starting out with LinkedIn, knowing how to get started is difficult. Should you create a compelling company page and start posting content right away? Or should you start by placing job ads and thus attracting new talents to you?
Shriber suggests a different strategy: “We clearly want to help small businesses grow and meet their goals. This is exactly why we have developed a game plan to help these companies. This game plan always starts with the individual LinkedIn profiles of the company's employees, with a special focus on the profiles of the supervisors and department heads. "
“Managers are trendsetters. You can make statements about your points of view, and in many cases, attract a large following in a relatively short amount of time. "
Take a look at the management level within your company and their current LinkedIn presence. Could they be more active in LinkedIn group within your industry, or even post content more often themselves? In most cases you can do more to get more followers on your profiles and thus reach more people.
As an example, let's use the profile of Sallie Krawcheck, she is the CEO and co-founder of Ellevest.
Krawcheck uses LinkedIn very intelligently by using the platform to distribute their own content from their investment company and at the same time to interact with the contributions of other users. In summary, Krawcheck uses LinkedIn to strengthen their own personal brand and to bring their followers valuable content related to investment and women in the financial industry. Ideally, this is how senior management in your company should use LinkedIn.
2. Create a meaningful company page
Once you've made sure your managers have a strong LinkedIn presence themselves, it's time to create a good company page.
You should make sure that the company page is actively managed, this can be posts that trigger the thoughts of your followers, or interactions with other posts on LinkedIn.
Shriber says, “With your manager's LinkedIn presence secured, it's time to rethink your corporate identity. We have a product called LinkedIn Pagen, which has already helped numerous companies to ensure a well-thought-out appearance in a professional setting. "
"LinkedIn Pages is a free product," according to Shriber, "and at the end of the day, it's the platform to showcase your company's content and highlight all the possible benefits you and your company can offer a potential customer."
Shriber adds, “If you go to a good LinkedIn page, you can find information about the company you're interested in, but you can find a lot more, like what management thinks about the future. There will be videos, but also articles, statements from managers, and in many cases articles from various sources. It doesn't necessarily have to be material from the marketing department, it can come from different departments. "
3. Share relevant content and updates
To ensure that your corporate identity remains modern, you should think about what content you publish. Publishing industry-relevant content will help you establish your company as a trustworthy source of information and be relevant and credible among your potential customers.
If you are recognized as a thoughtful and valuable resource, you will build connections and relationships with more professionals who fit the profile of your ideal client. The more you publish content, the more often you will appear in the LinkedIn feed, and this notoriety makes it easier to initiate conversations.
Assuming that your connections on LinkedIn are with professionals in your industry, they can distribute your posts. Once the connections are “Like”, you're done and you may appear in the feed of a new lead.
To ensure that you publish content that interests your network, you can use page analytics to find out which content leads to which reactions.
Find out why content is so important in this article!
4. Join LinkedIn groups that your customers are in
LinkedIn is a social platform, just like Facebook, for example. And just like on Facebook, users can create groups that focus on a special industry-specific topic. And you can join these groups to interact with other professionals.
You can post and comment on relevant topics in discussions, or simply write about your product. If you paid attention to potential customers when choosing groups, they will be able to see what you post and then see you as a trusted source.
You can also learn more about your potential customers in the groups. If there are other active members in the group, you can learn and benefit from their content. With the information collected, you can create very targeted advertising that precisely addresses the needs of your potential customers.
5. Use paid content to reach the right users
Companies with small marketing budgets are often critical of the idea of investing money in a LinkedIn campaign. Often questions are asked like, “We only have a small marketing budget. How do we best use it? " As already mentioned at the beginning of this article, LinkedIn is the best channel for paid content in the B2B sector. Hence, there is a good chance it is worth it for small businesses.
Shriber reported, "Once you have a strong LinkedIn presence, many companies realize that audiences are very valuable, unlike other social networks."
“We have several paid products on LinkedIn that you can choose from. You have a certain number of followers, or a target group among your followers that you want to focus on, ”said Shriber.
6. Make sure your sales and marketing teams are working together
You should know that consumer behavior has changed a lot recently. Many customers often do research online before making a purchase and consume marketing content in the process.
Shriber says: “What we have been observing lately is that consumers have found pleasure in getting detailed information about products. As a result, they only need help relatively late in the sales process. "
It can be concluded from this that marketing staff play a bigger role in sales. Shriber explains, “Imagine that you are in purchasing and you are trying to negotiate a deal. In the past, this was THE job of a sales employee, but today, good marketing employees know exactly when you are at which station in the sales process. As a purchasing employee, they can play content that is specialized for you, with all the information you need at the moment. And suddenly the marketing person played a major role in this deal. "
This is to help you understand that it is important to align the goals of your sales and marketing teams as both sides play an important role in any deal.
7. Maintain relationships with existing customers as well
The main feature of LinkedIn is networking, and that is exactly what you should use this platform for.
Connect with existing customers on LinkedIn and take a look at their networks, maybe you will find contacts there that are relevant to you. If you already have connections with existing customers, you can ask them for recommendations.
Since LinkedIn is a professional network, such inquiries should not be too intrusive, as is the case, for example, with a cold call. Leads can receive your networking request, look at your profile and then discover that you are actually trustworthy. When you connect with a lead, it is a warm connection. This means that you already know something about the lead and can therefore address their interests straight away.
8. Maintain a consistent presence on the platform
Just like all other social networks, LinkedIn likes consistency. If you post a post once a week and don't spend any other time on the platform, this is not constant. You should communicate and interact with your leads on a regular basis. Not answering in the middle of a conversation does not inspire confidence and signals to your counterpart that you are not interested in them.
As mentioned earlier, you can use your page analytics to understand your audience. In this way you can find out when your posts are seen most often, when they are interacted with and thus you can develop a successful strategy to be permanently present.
Find out how often you should post in this post.
LinkedIn can help you find an ideal customer
In short, if you are new to LinkedIn, you are most likely missing out on a significant opportunity for your business.
A range of different goals can be achieved on LinkedIn, be it increasing brand awareness or generating leads, regardless of whether you are in a small company or in a corporation. LinkedIn offers a platform for all companies.
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