Is your personal brand networking as hard on LinkedIn as you are offline? If not, then you are not making the most of the fact that 75% of B2B buyers use social media to make purchasing decisions.
LinkedIn is more than a networking tool: it has evolved to become one of the most effective ways to build relationships, to educate, and to generate leads. The same way Facebook is no longer just a way to stay in contact with your friends. LinkedIn is now the hub for relationship strengthening and account based marketing.
And it does all this through the power of personal connections, which has always been at the very heart of sales. The opportunity here is to bring humanity to this platform and the way you engage.
Related Article: Digivizer Partners with LinkedIn To Give B2B Marketers A Complete Analytics Solution
Why LinkedIn is leading the way
LinkedIn has transformed how sales are generated and nurtured, which is a relief in a world of long sales cycles and multiple decision makers. Generating leads and trying to convert using traditional methods will take time, money and shoe leather. Linkedin can:
- Target your high value accounts
- Get straight to the right decision makers (84% of vice president level executives use social to make purchasing decisions)
- Allow you to build relationships faster
- Build qualified leads faster
But we already have paid ads on LinkedIn?
That is a wonderful start, but your return will be even greater if you take a targeted Account Based Approach for your spend, supported by taking a more personal approach to generating connections, engagements and to start the right conversations.
When done well, LinkedIn can generate up to 4-5 times higher marketing qualified leads than just paid media alone. This is because LinkedIn allows you to create your very own advocacy ecosystem, so that you can use your personal connections to target the right people in the right companies. It is both a top-down and bottom-up approach from social to sales.
The five steps to create sales from social
Just as in real life, the goal with LinkedIn is to introduce yourself/selves as a trusted source, before you attempt to bombard someone with offers, and hit them up to buy something. There are five clear steps to create sales effectively from social:
1 Thought leadership
Start by having the leaders in your business share their personal thoughts on the things that really matter to businesses and what drives them as a leader – the future, challenges, opportunities, values and success. In other words, show what you stand for as a business. This is not about selling, this is about making a first impression.
2 Lead and Share
Have your leaders share additional content that matters to the people you are trying to connect with. Find ways to further engage. Again, at this stage we are not introducing offers, just relevant information that reinforces your people as thought leaders.
3 Be social
Have your team actively listen, like, comment and share, not only your leaders’ content but those of your customers and prospects. The goal is to be visible and demonstrate that they are genuinely interested and engaging with your customers.
4 Target like a boss
Now, you can target offers and content to those people who have engaged with you. They are more likely to be responsive because they have interacted with your people and formed a positive opinion of your company. You can do this via message, InMail or via targeted paid ads. However nothing beats a personal invitation to meet or attend an event or to read something you think is relevant to them.
Get access to data in real time, this will enable you to know how all your content is performing 24/7. By knowing the engagement and performance of your content, it enables you to make better decisions about both your spend, and the content that you create and share.
Would you like to get more leads from LinkedIn?
Digivizer works with some of the world’s biggest brands like Google, Lenovo, Microsoft, BT Financial Services, CBHS and Optus to optimise their brand influence, digital marketing and lead generation activities.
This starts by offering real-time digital marketing insights via our unique platform. This includes specific Linkedin metrics like Impressions, Video Views, Engagements, Click-throughs, Engagement Rates, InMail open rates, lead forms and conversions. Watch the Digivizer full-platform demonstration video here or more specific video below that showcases support for Linkedin.
We also offer a free digital marketing strategy session with every paid up plan, so we can answer your questions about LinkedIn and all your social and search platforms. You can start your plan today, receiving 30 days free to start.
LinkedIn is becoming the most effective online B2B sales tool businesses to have. Make sure that your LinkedIn investment is leading to sales.