LinkedIn is an enigma to most small business owners who mostly see it as a way to learn more about a sales prospect. There are actually multiple strategies on using LinkedIn as an integral part of your marketing and sales strategy. The SmallBusinessNewz.com team has scoured the web for the 5 best articles articles that will motivate you to use LinkedIn effectively and often in order to grow your business.
Deanna Lazzaroni, Director of Content Marketing at Zenefits and former marketer at LinkedIn itself, provides a thoughtful writeup on how marketers can create a sophisticated (yet simple) LinkedIn marketing strategy. In this article you will learn through examples how to use LinkedIn to gain customers. Excerpt:
“Post 20 times per month, or at least once each business day. The top brands on LinkedIn are publishing up to 112 times per month — but remember, this is not a numbers game. Focus on quality over quantity.”
Neil Patel, one of the world’s most prolific and successful internet marketers provided a thorough analysis on how to very effectively use LinkedIn to gain B2B customers. Neil’s insights are unmatched and his would have been number 1 on this list if not for the fact that Deanna Lazzaroni wrote her article from an insiders point of view since she used to work at LinkedIn. Neil is great at boiling things down to simple tips and tricks while still giving great advice. For example:
“The best way is to turn your business or company page into a lead generation page. This is a course reversal from the typical company page, which shows basic information and facts about the company. Who reads that stuff anyway?
Your company page is a pipeline for LinkedIn leads to visit your actual company website.
What you can do is structure your company page in such a way that it leads up to a conversion action. The conversion action is a clickthrough to your website, either in the company description or Recent Updates.”
Michael Bak, a PPC Lead – Account Manager at TopRank® Marketing wrote a great article with plenty of tips and strategies that all small business owners should read. Here’s an example:
“We always recommend testing different types of targeting within your LinkedIn campaigns. For example, you can test targeting by title, then grouping. Alternatively you can target by group and then title. Our clients have seen a great deal of success by targeting specific titles within groups, as well as targeting titles within specific companies.
The bottom line, experiment with your targeting to find the best mix for your audience.”
Stephanie Sammons, per her bio in the article is a corporate renegade turned digital entrepreneur and author of the #1 Amazon #1 best seller, Linked to Influence. Stephanie offers some great ideas on how best to do LinkedIn marketing whether you own a small business or run a fortune 500 company. Here’s an excerpt:
“When everyone from your company is involved on LinkedIn, it creates an extended network that amplifies your company’s presence and industry thought leadership.
Get your employees and stakeholders excited about LinkedIn and make the experience meaningful for them by attaching it to their professional goals.
Provide them with training on how to build a robust LinkedIn profile, how to represent your firm on the network and how to utilize LinkedIn to achieve their business goals. Teach them the benefits of expanding their own professional networks.”
Anna Bratton, a top sales person at SalesForce based in the U.K. writes in an engaging and enlightening style, making you really believe that she knows what she is talking about. That’s probably because Anna is a salesperson writing about how she uses LinkedIn to do her job more effectively. Well worth reading. Check out this clever tip for example:
“With LinkedIn, you can almost always learn enough about someone to make your call more relevant and useful to them. And it’s not simply a case of digital stalking. Personally, I’m always open with the people I call about having looked at their LinkedIn profiles. I find it helps break the ice. Plus it shows I’ve gone to more trouble than 90% of the other salespeople who call them every day.
I pay particular attention to changes in profile, status updates, connections we have in common and anything they’ve posted to a group (which can be reason enough to call them in the first place). Also, with a paid account, you can see expanded profiles of everyone on LinkedIn (not just those of your immediate contacts). This provides even more useful insights you can use to make a real-life connection.”