Linkedin initially appeared as a platform for job seekers and those who want to build relationships within their field of work, however, this career-oriented social network has evolved into so much more. Now, Linkedin has become a tool for lead generation, connecting with business decision-makers, or establishing one’s professional brand.
In addition to this, social selling on Linkedin has become a profitable strategy for many companies and professionals. This is relevant for businesses that cater to career-oriented people or industry leaders, rather than those whom most would consider ‘regular customers’.
If you own or are operating a business that would fit the needs of Linkedin users, how can you start the social selling process? What are the effective ways of reaching high-quality leads and prospects? In this detailed guide, understand the various nuances in navigating Linkedin and making it a powerful tool for your marketing strategy.
Social Selling on Linkedin: A Step-by-Step Guide
Optimizing your Linkedin Profile
The first step to having a successful strategy in Linkedin is optimizing your profile. Whether you own the business or someone who is within the sales department of your company, it is very helpful for your profile to be professionally detailed in order to build trusted connections.
Some key elements of Linkedin that would help in sales prospecting include:
- Profile picture: A professional-looking yet approachable profile picture will be useful for prospects to recognize and remember you. It feels more personable to new connections that they are talking to another professional than just another company.
- Job title: Your job title does not necessarily have to be your position in the business, but it can also be what you can do for the client. When finding a prospect on Linkedin, it can be more eye-catching to see something such as “We help businesses optimize their ad spend” rather than “PPC Ads Specialist”.
- About section: The about section is a way to describe who you are professionally or to introduce what your business offers. It is best to have an engaging, preferably copywritten post to place in this section.
Finding Leads Strategically
The type of quality leads you will have varies depending on your niche. If you are offering something within the tech-related sphere, it is best to network with tech leaders CEO of small businesses. If you are a professional who is offering services to fellow career-oriented individuals, your leads are geared toward finding those who work in the industry of your target audience.
Here are some strategies that could help you in finding quality leads:
- Business to professional search: You can look for businesses in your target industry, and you will see their business Linkedin profile. From this page, you will see a small link that shows the number of employees, and a list of people will appear including their company position. You can have a professional connection request by finding the ideal person for your product or service.
- Mutual connections: Social selling on Linkedin can also be done through mutual connections. If you are pitching to people within your industry, you can easily find people by searching your own network and finding professionals with connections to potential clients.
- Linkedin search: Another helpful strategy is looking for people through the Linkedin search bar. From your home page, you can type any keyword that pertains to your target audience and filter out the “people” results.
Creating an Attractive Pitch
Pitching through Linkedin social can be tricky, but it can be powerful when done in the right way. An attractive pitch can be sent if you have already formed some interaction with your Linkedin prospect. In order to build trust, it may be great to establish some rapport before sending your pitch after a prospect accepts your connection right away.
Interacting with their posts, messaging them about a common topic, or introducing yourself can be a helpful strategy. When your prospect shows initial interest, this is a time where you can introduce your offers through an attractive pitch. You can gain a competitive advantage through customer experience, by crafting a pitch that calls attention to their needs.
Below is a guide to having a powerful pitch:
- Keep it short and simple: Long-form messages are not ideal for busy people on Linkedin. You can be effective by having a powerful beginning line, such as a relatable question, a common industry problem, or an anecdote that sends a strong message.
- Present why your product or service helps: Introduce your offer concisely by saying how the product or service solves the chief concern.
- Add a call-to-action: A call-to-action in Linkedin can be an invitation to reply to your message, to schedule a call, or to visit a link to your website to get more information.
Content Marketing through Linkedin
Many people forget that Linkedin is also a social media network but geared towards professionals. So, it is crucial to also improve your reach through content marketing on Linkedin. You can do this by sharing content on your wall for your connections to see. The great thing about Linkedin is people see others’ activities when they are engaging with specific content, which helps you maximize your reach.
Some types of content you can share on Linkedin include:
- Blog posts: Informative blog posts can reach your target audience and other key decision-makers which can be prospects. Make sure to create a catchy caption that encapsulates the topic in your blog post.
- Infographics: If you already create infographics for your other social media accounts, it can also be great to repurpose your content on Linkedin.
- Relevant stories: Stories about satisfied customers, your personal stories, and inspiring stories of others are quite engaging in Linkedin. These types of posts drive engagement and will help prospects discover your profile.
Creating and Attending Events
Another type of strategy that is helpful in social selling on Linkedin is events. Events can be easily seen by people within your city or state, or if you are holding a digital event, you can also quickly reach those within your target industry.
Some examples of effective Linkedin events include:
- Live webinars and summits: Webinars and summits that give away valuable information are always sought-after by professionals. If you offer a relevant webinar along with a call-to-action for your product or service, it is likely that you will gain high-quality prospects.
- In-person events: You can simply type a location in the Linkedin search bar and find networking events in your area. This is where you can find great prospects especially if your business also depends on local clients.
Selling on Linkedin seems vastly different from other social media platforms, but many businesses should not take it for granted. By following these strategies such as profile optimization, finding quality leads, content creation, and holding events, one can build a robust network in Linkedin that produces results.
Social Selling on LinkedIn: Growing Your Networks
The underlying principle of successful social selling on Linkedin is done through growing your networks and being purposefully active in the platform. The strategies above are helpful, and they serve as a starting ground for those who want to build a stream of clients on Linkedin.
Looking for a digital marketing agency that can cover your needs in social selling, web optimization, and more? Contact the El monte digital marketing team at E-Marketing Associates.