LEVERAGING LINKEDIN FOR DIRECT MARKETING
There are two main tactics to consider when it comes to lead creation on LinkedIn: direct marketing and indirect marketing. If you use them both effectively, they may help you get in front of potential clients and keep your name in front of them.
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In terms of direct marketing, it is exactly what it sounds like: you utilise social media sites like LinkedIn to convey information about your company, goods, and who you are to potential clients. It is crucial, though, not to charge in with full force. Instead, a subtle approach is required, in which you get to know them, their interests, and their needs before taking action. When you eventually explain that you sell a product or service, people will be more ready to listen and give you a chance if you keep their interests at heart and use your conservation to allow them to get to know you. Let us now look at how to leverage LinkedIn for direct marketing.
● Identify clients and connections.
In the world of digital advertising, LinkedIn’s targeting is unrivalled. Small companies may pinpoint the sector, company size, and job function of the people who are most likely to purchase their product or service. You can therefore, limit your advertising and marketing efforts to organisations depending on the number of workers or age group or type. This helps you reach your target customer in no time and ensures that your time is not wasted on individuals who are unlikely to make a purchase from you.
● Keep your name in front of customers’ minds.
While direct marketing your business through LinkedIn, you can zero in on the people who you consider to be high-quality consumers. Accordingly, you can carry out a LinkedIn search for persons who meet your requirements and connect. You can then use LinkedIn to remain in touch with those who have shown an interest. To maintain the client’s name in front of their network, you can execute daily status updates and weekly LinkedIn blog entries. You can also send out monthly emails with information on the types of problems that your clients can address for their customers and the outcomes they’ve had with other clients. You can also make offers, such as hosting a webinar or a whitepaper. As a consequence, you will have a straightforward, low-cost, methodical procedure for generating leads, with all of the work done through LinkedIn.
● Increase the size of your email marketing list.
For each connection that you receive through LinkedIn, you can thank them and invite them to join your email marketing list. To accomplish this, LinkedIn allows you to message up to 50 individuals at once. With this strategy, you will be able to add several people to your email list. Include a direct link to the email registration form in your email. Explain to them what they will get if they sign up for the email list, and offer to look at anything of theirs, which is a very noncommittal way to gain goodwill.
● Make use of sponsored updates.
With sponsored updates, companies pay to have their posts appear on a LinkedIn user’s feed. This ‘pay-per-click’ or ‘pay-per-1,000’ impression tool includes demographics comparable to those found on other social platforms such as location, gender, and age, but it also includes the opportunity to customise depending on firm name, job title, job function, talents, schools, and organisations. Users may target industries of interest without having to compete with irrelevant firms and communications. With a strong call to action, a sponsored update may be an effective approach to promote thought-leadership information beneficial primarily to the targeted demographic. People no longer want to see pure advertising and instead prefer to receive something beneficial for free. A business may target a specific demographic, boost website traffic, and, if the material is interesting enough, create sales leads by advertising its content, such as a whitepaper, guide, or other, through a LinkedIn Sponsored Update.
● Provide high-quality content to your audience.
Good content may be very focused and should achieve two objectives. It should first educate people how to solve an issue or do their jobs more effectively, and it should then promote you as a thought leader in that field. If you provide actual value to your customers, each facet will automatically lead to greater business. It is just basic psychology, and it works.
● Become more well-known.
The most effective tool accessible on LinkedIn now is posting directly. If a post gains traction, LinkedIn will highlight it in one of their categories, potentially attracting tens of thousands of readers (or more). This is a fantastic method to increase your exposure while also reaching people in ways that you wouldn’t be able to do on your own website or blog, or even by putting an article link on LinkedIn.
● Join groups and stay active in them.
Become a member of LinkedIn groups that are relevant to your target audience. Not only is this a terrific method to ‘listen in’ on what your customers are saying, but small company owners may also be able to engage or provide advice. More crucially, even if you aren’t connected, you can message people of groups you’re in. LinkedIn InMail is a terrific strategy to save money while creating relationships with potential clients since it builds up rapidly.
● Start a LinkedIn group of your own.
To begin, create your own LinkedIn group. After you’ve set up your LinkedIn group, go out and join as many groups as you can where your prospects spend time. The next step is to choose one of the new groups you’ve joined and begin prospecting on the Members page. Once you’ve been authorised as a member of the group, go to Members and refine the list of members by searching for certain job titles or other criteria to narrow down the list to your preferred candidates, who you can then ask to join your group. Once these users join your LinkedIn group, you will have all of your top prospects in one spot. You have complete control over this LinkedIn group, ensuring that no rivals get access, and you can share amazing, valuable information with your prospects. You may also demonstrate your worth and knowledge for them without making overt sales pitches or spamming them. You also have an email list, a focus group of your most important prospects and clients, and other features. This is an excellent strategy for establishing your brand and generating leads to help your small business grow.
● Begin with connections and work your way up to relationships.
Remember that LinkedIn is a professional social networking site where you may connect with other professionals. Prospects, strategic partners, referral partners, and other company owners may and should be connected with. After that, the business owner may select how to cultivate certain relationships in order to strengthen the relationship.