The Essentials of a LinkedIn Marketing Strategy

LinkedIn can be a valuable social media platform for your business. If you are in the B2B sector, having an effective LinkedIn marketing strategy a must.

Link Up Your Business

Is LinkedIn more than “Connecting the world’s professionals to make them more productive and successful”? That’s their slogan and there is a lot to it. It’s a social media platform that has benefited greatly from its acquisition by Microsoft.

When you use your individual account, it’s the new resume, useful for creating a personal, professional brand, and a way to make valuable connections in the B2B space.

Screenshot of mobile LinkedIn post.

Using a LinkedIn company page, it’s another avenue for discovery via search and a way to show credibility, authenticity, and trustworthiness.

But how can you profit from LinkedIn as a small business? Like any platform, it will depend on your firm and your industry. If used appropriately and strategically, there are two general ways a LinkedIn marketing strategy can benefit your company.

They are social selling and thought leadership.

Social Selling

We covered this in detail in an earlier post, but, here’s a quick reminder of the definition of social selling from Hubspot:

Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.

You and your sales team use your content or targeted content curation to move prospects through your buying cycle towards a deal.

Participating in group conversations is a good strategy. Ask questions and answer those from other group members. This technique builds your employees and company’s credibility. It also leads us to thought leadership.

Thought Leadership

Thought leadership is where you publish original content and share curated content to demonstrate your company’s competence, expertise, and trustworthiness.

You have to prove your value to a prospect before you ask for an in-person conversation much less a sale. They want to find someone who is an expert and can solve their problem. They want to stop searching and start buying. Your content makes them select you.

Besides publishing great content on your blog, you can publish it on LinkedIn Publisher (“publish a post”) and “share an update” on LinkedIn.

Publisher is an effective way to repurpose content from your blog. Updates could be original or curated. Always include an engaging image and don’t forget to include your link. 😉

When you are publishing on LinkedIn, you are are blogging. So use the same techniques and strategies covered in this earlier post. The home of these long-form articles (Publisher) or updates is your company page.

Screenshot of LinkedIn company page.

And by the way, don’t publish crap!

Setting up your LinkedIn Company Page

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Marketing Essentials for a Successful Social Media Strategy

Social media platforms help you understand your prospects and convert them into loyal customers.

Get social to be successful

Social media are one of the three pillars of content marketing and using some form of them is essential to your business and its success. They let you:

  • listen to your customers and develop better products for them. These products will also be more profitable for you.
  • assist your clients with outstanding customer service. Or just to converse with them.
  • drive traffic to your website so you can convert visitors into customers.
  • demonstrate your authority, expertise, and trustworthiness.
  • help make the world and the lives of your clients better.
  • develop relationships and deepen customer loyalty.
  • increase awareness of your brand.
  • and so much more

This post provides you with the resources for developing a successful social media strategy. Read it now and bookmark it so you can reference it anytime your business needs some social media success.

You should determine which social media platforms are most appropriate for your company as part of an overall content marketing strategy. The posts linked to here can help you make those determinations. They contain detailed resources for learning about the myriad of social media platforms and what each one can do for your marketing efforts.

Social media marketing is a field that changes daily if not hourly. Consequently, I’ve updated my older posts on the social media platforms that are most useful for small business.

Social Selling

One of the most significant benefits of using social media is increasing the effectiveness of your sales process. It is a very efficient method to research prospects, connect with them, and then demonstrate your authority, expertise, and trustworthiness. Buffer has an informative post with detailed demographics for the various social media platforms.

See my post: Can social selling turn you into a rainmaker?

Pinterest

Pinterest is the fastest growing social media platform with some incredible upside for driving increases in your revenue. It is one of the first visually oriented social mediums, and that is why it is so strong. It primarily appeals to women, but males’ use of Pinterest is on the upswing.

See my updated post: What your business can get from Pinterest.

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