LinkedIn has evolved into a powerful medium for B2B marketers from just business networking site. B2B marketing is all about reaching out the right professional prospects to market your products. LinkedIn, bringing millions of professionals at one place, has opened up opportunities to magnify the leads.
With LinkedIn, is possible to get leads and success. Not just an accidental flow of it but a rampage. But the traditional “Login and Stay-active” is not effective enough. You might get some accidental leads but not the flow to call it a success.
Then, what now?
If you want to make it big in LinkedIn B2B marketing, you better do it in the LinkedIn Way. What is the LinkedIn way? Just watch your prospects. Among the crowd of job seekers and other networkers, you will have to identify your target audience. And how can you that? Before we get there, we first need to understand the LinkedIn Mechanism.
Is it Worth Banking on LinkedIn?
According to research, B2B companies can generate 12% lead from social media platforms including Pinterest, Google+, Facebook and Twitter. But can you depend on it? InsideSales reveals that social media is rather overused in comparison to the lead generated through social media effort.
Social media, therefore, is not the best scoring lead generation tool for B2B companies. But when you check closely, you will see that LinkedIn is best performing among the other social media platforms fetching more than 80% of the total leads coming from social media marketing. Thus, out of all the other social media, LinkedIn works the best for B2B companies.
So how do you leverage LinkedIn to get that flow of Leads? Here are some advanced tips to help you get the most from LinkedIn.
Optimise Your Company Page to be A Lead Generator
Leads conversations don’t come to you coincidentally rather you work for them. And one of the best efforts that you can add to your LinkedIn strategy is optimising your good old company page. As an online face of your company, your company page acts as a link between your audience and your organisation. And of course, you have mentioned some detailed facts and information about your company. Who has time to read it all?
Think of your company page as your virtual office where your prospects visit. There are certain ways you can optimise your company page to enhance your conversion rate.
- Go Visual
An image speaks more than words. Using an attractive header image to captivates the interest of your prospects. It is a good way to get an initial click from those prospects who are interested in your offerings.
- Pitch Perfect with the Description
Once the visitor clicks on the page, the next response is to check out the page. It is crucial that you provide the content that grabs the attention of your visitors. While you might be tempted to explain and write about your journey, it makes the description pretty dry. And your visitors are not interested in that anyway. All they want to learn is what they can get.
Go direct while addressing your target audience guiding them through the path of conversion. First two lines of your company’s description appear as preview text to your visitors. If you can catch the interest level of your audience from there, you will see the conversion.
- Click Friendly & Conversion Focused
To make your company page click-friendly, you need to keep your audience updated. Staying active and posting engaging feeds on regular basis helps you in getting conversions.
A B2B company with broad prospects will be able to get a steady flow of leads through this optimisation. But if you have a small and specific niche, you might have to use other tips in the list.
Showcases pages by LinkedIn allows companies to promote the brands that extension of their company. It also helps in segmenting the inbound traffic. In case you can create a separate unit that connects well with your specific target audience, you can create a showcase page. To create a showcase page, click “Edit” on your company page and select “Create a Showcase Page.”
The Showcase Pages are custom made to enhance the efforts of B2B marketing. By creating a showcase page to represent your business unit, brand or company initiative, you can generate better leads. It focuses on the development of a long-term relationship with your target audience. The focal point of showcase page is targeting a particular customer segment and putting effort into converting them. Here are some ways to create a powerful showcase page.
- Make it clickable and conversion-focused
- Keep the page name short so that it displays in the sidebar
- Use a keyword in your showcase page name that your audience will relate to
Showcase pages are simple yet effective tools to accelerate your conversion by reaching a wider audience.
LinkedIn is a robust platform to publish your content. If you want to publish content and have access to it, LinkedIn proves to be the right platform to get exposure. Those who publish their content on LinkedIn get a lot of success from it. So, you have decided to publish on LinkedIn! But it is important that you focus on the content that you publish to get the benefit from it. The content should be well researched, relatable and of high-quality.
Advanced & Save Search feature
If you want to use LinkedIn as a tool to step up your B2B marketing, you need to know how to search prospects. You cannot wait for them to come and find you. You can identify your target audience by using the LinkedIn Advanced Search.
Click on the Search People Icon from the header menu and choose the advanced option. This feature allows you to filter your search by location, language, industry, current company, past company, school, profit-making interest and level of connection. The search results are more focused that broad searching. If you want to add more filters, you can add them on at any time without having to flip back to your initial search.
Advanced search is one of the most effective ways to find the prospects directly. You must bear in mind that you have better chances of finding potential leads if you have a big personal network.
If you achieve success in creating a highly specific and targeted search, you can save searches to keep up with your prospecting activity. It is not easy to maintain the flow of leads consistently. With the “Save Search” feature, you can save your advanced searches to keep on finding prospects. You can find the exact search again and can also set up alerts.
Search & Start Groups
Okay, so we covered how to attract prospects and how to find them. But advance search is a very detailed approach to get leads. While it is a good approach, it might be time-consuming and tiring to identify single prospects. LinkedIn offers a feature that helps in solving this issue – Groups. Groups are a good way to find a block of leads. There are over 2,000,000 groups on LinkedIn. You can find a group of your niche using the group search along with the relevant keywords.
Once you find these groups, you need to join these groups and maintain some level of activity to get leads. You must ensure that you find highly relevant and active groups. There is no point to join in an irrelevant and silent group. Medium is the ideal size of a group for B2B marketing. Small groups have few people and huge groups too complex.
If you want to take full advantage of your LinkedIn networking opportunities, you can create a group of your own.
When you interact with other groups, you might be inspired to form a group. By gaining a role as owner and moderator of a group, you will gain recognition in the industry and also get to showcase your leadership skills.
These are all the broad-level strategy that you can further precise down your strategies. LinkedIn is a powerful tool for B2B marketing. But without the knowledge and proper strategy, it will become time-consuming and less impactful social media platform. And with the right strategies, you can boost the flow of leads to just thirty minutes every day.