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

Continue reading “The Essentials of a LinkedIn Marketing Strategy”

Can social selling make you a rainmaker?

Learn how to use social media platforms as social selling tools in order to succeed in today’s sales environment. Explore these useful resources.

Marketing Essentials

If you want to bring in the big money you have to sell socially

The profession of sales is quickly changing, but the role of social media in sales is changing even faster. These new communication methods are vital tools that will play a big role in your future sales success. The concept of social selling involves using them in a strategic manner in order to strengthen relationships with your clients and customers. But before we get into what to do with your social media strategy lets take a quick look at how the sales process is changing.

By the time, a potential client contacts you they are 60-70% through the buying process. They have been researching potential products and solutions in a “self-service” manner on a variety of online platforms. In fact, here is an interesting question:

Has the Internet Made the Salesperson an Unnecessary Cost?

This article from Duct Tape Marketing takes a look at how you need to change your sales strategy in order to be relevant to potential customers. And most importantly how to be useful to them. Here is the main social point from the article: “Today’s marketing minded salesperson thinks like a publisher and builds their own expertise by sharing and crafting a platform.”

That platform is social media and you need a social selling strategy to succeed in today’s market. You want to be providing the information your potential clients have been reviewing in a self-service manner prior to contacting a vendor. You want to be interacting with them online before they get 60% of the way through the buying process.

So lets look at what you need to do to develop a social selling strategy. The following are a series of articles to get you started with social media, best practices for social selling, and a look at each of the major networks.  Continue reading “Can social selling make you a rainmaker?”

The Essentials of Pinterest Marketing

Images and video are driving engagement on the web and social media. Pinterest helps you with both.

Here’s what your business can get from Pinterest

You’ve no doubt heard of Pinterest, a virtual and quite shareable bulletin board of a social media platform. Like Instagram and Tumblr, it’s a visually-oriented one. Pinterest is more focused on emotions than some of its counterparts. It’s current demographics lean toward women, but more and more men are using it.

With Pinterest, you create a variety of boards based around topics. These should focus on your core content, what your audience’s interests are, and what you want to communicate.

It is also very useful as a vehicle for highlighting your product categories. You share information, especially benefits, about individual products with “pins.” Thus, it can be a valuable supplementary catalog of your products. Up can even use Pinterest to drive traffic to your retail location(s) or sell products with Buyable Pins.

Pins link back to pages or posts on your website or to content you are curating. When you post interesting, informative, and entertaining content people will follow your boards. They will like and share your pins.

You will want to pin consistently. Images with text overlays and that are vertically oriented do better. And always include a call to action.

Create a company page

If you are a business, you will want to set up a company page.

Optimize your “about us” section with search in mind. Be sure to do the same with your board descriptions and names. Like any content marketing use the language and phrases, your audience does when searching for your products. Use unique and specific hashtags as category references but don’t use too many of them in individual posts.

Most importantly don’t forget to add your website address.

Include your keywords in the names and alternative descriptions of company images you pin.

Pinterest may be perfect for you if you are a:

  • style-focused business
  • food-focused business
  • craft brewer or distiller
  • design-focused business (especially home decor)
  • craft/DIY oriented business
  • photography-focused business
  • art-focused business
  • tattoo parlor
  • travel-focused business
  • outdoor sports-focused business
  • B&B, Air B&B, or resort
  • any business focusing on customization

Be sure to add a link to your Pinterest profile on your website and make it easy for visitors to pin content from your site. Promote your profile on other social media channels and in your email marketing.

Continue reading “The Essentials of Pinterest Marketing”