It wasn’t long ago when LinkedIn morphed from being a teeny social networking site into an enormous world force. Since then, B2B marketers didn’t waste time trying to crack the secret code of B2B success in LinkedIn. With the millions of users and professionals in one place, there is a sure way of opening the floodgates to LinkedIn B2B marketing success.
What is LinkedIn?
LinkedIn is a platform with many business owners, and approximately over 140,000,000 members and growing. As mentioned, with such a population, it could be your best place to hunt for clients. It is free, and you do not need to use a paid subscription to achieve this.
LinkedIn does excellent work for B2B leads.
How LinkedIn Works
LinkedIn is much more of a place to discover businesses and a place for businesses to discover you. LinkedIn is a place where people go to search for and find people. The great part is you can see the connections you have with these people. This helps in developing trust, which is a big deal when it comes to service businesses.
LinkedIn helps you make better decisions than the yellow pages because you can see a person’s interest, and what have you in common. Whether it is hiring or recruiting, partnering or consulting, people go on LinkedIn every day to look for the service that you provide. This makes it a perfect place to begin your LinkedIn B2B marketing strategy.
Small businesses and entrepreneurs are on LinkedIn every day trying to grow their business, find financing and other services. LinkedIn is majorly for B2B services. Services are sold from one business to help another business.
Why Is LinkedIn Popular?
LinkedIn is a search engine for business and marketing enthusiasts. In LinkedIn, you can see “what does this person know?’, Who have they helped before?’, and what are their credentials. Through this, it is easy to “geo-target” for your marketing needs.
SEO Tampa is searched 350 times a month on LinkedIn. That means there are more than 350 LinkedIn users actively looking for SEO help in the Tampa are every month.
LinkedIn is perfect for you if you can outsource any of your services if you need a middle person to do some task as you do the rest. Small businesses and entrepreneurs are on LinkedIn searching for new clients and financing.
You could be the talent that people on LinkedIn are looking for. As mentioned, it is a social search engine for finding talent, for finding people and it’s much better than any sort of cold calling.
Exactly what you should do and say to get clients to pay for your B2B services on LinkedIn? Who will easily pay you $500 per hour or more without ever having to meet clients face to face? These are some of the gruesome things you ought to understand.
As you get started on LinkedIn, get the following facts straight;
- You are limited to one profile in your own name. This profile needs to be in your personal name, not your business name. If you have multiple businesses, you need to find a way to work everything through this one account. Do not violate this rule. It’s against LinkedIn terms and service.
- You do not need any LinkedIn account type. It is possible to generate leads from all over. Your local business is visible in your country, and even the world. You can do this all from start to cash without ever meeting any clients face to face
- Start with your profile. Start thinking of your profile not as a resume, but as a type of sales page for your business. Your profile is the first impression of you and your business. You need to tell your profile tells potential clients the value your business can bring them.
The 3 Keys To Success LinkedIn
To ascertain success in LinkedIn, consider satisfying the following three prerequisites.
An optimized profile
This pre-sells your clients and gets you exposure in the search results. It all starts with your Profile. LinkedIn is similar to having a Profile on Facebook. The layout is important. The surface can tend to look like your resume. There are many people on LinkedIn looking for a job. Make sure that that your Email address is very visible so that it is easy for people to contact you
In the specialties section, make good use of keywords that are relevant to your services. This will help you show up in the search results more readily as well. Utilize the Amazon App and the Slideshare app to build your brand. Pick books related to your niche and specialties. This is visible to show what your brand is all about. In your experience page, tell the story of who you are.
3 things to keep in mind about your profile
A sharp LinkedIn profile should feature the following;
- Keep keyword strategy in mind. More keywords, more strategic places, the better you will show up in the search results in LinkedIn when people are looking for your business.
- Make your email address easy to find. People need to be able to get in contact with you in order to do business with you.
- Write your experience more like sales copy than your resume. This will pre-sell prospective clients
2. A LinkedIn Group
This is the most powerful way for you to develop pre-qualified leads. Why LinkedIn Groups? You may ask. Groups are similar to “email list building” because you can mass broadcast to them weekly. If done correctly, groups pre-qualify leads for you automatically. By showing up in the group search directory, you get exposure and traffic coming inbound you.
A group is the most powerful way to develop pre-qualified leads. You can join groups with your target audience or invite members of other groups to your group individually to pre-qualify them.
To create your own LinkedIn group;
- Go to the groups’ tab
- Click create a group.
- Create a good name for your group. Think about what would want the perfect pre-qualified lead to say you. Use framework: “Join Now If” becomes the pre-qualifier.
“Join now to learn how to select the best SEO vendor in Tampa who’s the right fit for your business” Any prospect that joins this group is already sold on seeding SEO and just looking to find the vendor to help them do it.
Example # 2
“Join now to find the best carpet cleaner in Chicago for business that will have your carpets looking good as new” any prospects that join this group knows you are offering carpet cleaning service. And if they join, you know they are interested.
Tip: Get into groups that have 1000s of entrepreneur and business people and invite them. The reason a group works so well is because if done correctly, you have narrowly defined your group name. Only those who have already decided they want your service will join this group.
Here’s another example:
“Join now to learn how to get your business ranking #1 in Google places here in Tampa”- Any prospect that joins this group is expressing an interest in a specific service you offer.
The key to inviting people to your group is to individually invite pre-targeted prospects to your group via Email On LinkedIn. There is no need to mass invite people into your group; you will need to do the invites one by one. You can freely Email anyone you share a group with, but you can’t email anyone as you have to be connected, or share a group with them. This is why you may need to join groups they are members.
Join groups that have your target audience- with this; you will have an unlimited number of prospects to invite into your funnel. You can join up to 50 groups, and you need to utilize all the numbers.
Example: Tampa Bay marketing professionals- use the members’ tab and search function on the left to find individual business owners by name. Or, if you are in a wide group or small business owners, not specifically in Tampa, use the search feature to narrow down the people in your area.
Once you find someone, all you do is send them a message. Just click on ‘send message’ on the right-hand side. Have your message saved in notepad document so you can just copy and paste into the message as you find more people you want to invite.
3. A Deep Network on LinkedIn
LinkedIn only gives you access to the people you know. Without a deep network, you will not be able to find anyone, and no one will be able to find you. Deep networks allow you to connect more people and more will be able to connect and find you on LinkedIn.
Connections in LinkedIn matter a lot. This is because LinkedIn search is different, as it doesn’t serve up results just based on keyword relevancy. You can only search through your 1st, 2nd, and 3rd-degree connections. Also, only your 1st, 2nd, and 3rd level connections can find you.
Note: If you are not connected, you are invisible
For instance, the search results for Tampa, FL alone are over 52,000, meaning you can get more than 52,000 connections. This is the power of having a deep network. You can find more people and more people can find you.
How to find Super Connectors in your city and in your Niche
Super connectors are another way to scale your way through leads. To do this, search for businesses in your City, go to the advanced search field, type in the keywords related to your niche and what are you looking for. Then type in your zip code.
Sort the list by numbers of connections – this is the part most people don’t know. If you sort the list by # of connections, LinkedIn users with the most connections will show up at the top. These are users who know everyone in town. And, if you put in keywords related to your industry, these are the people who know everyone in the industry.
Offer them an incentive to connect with you. You want to get in with the guy in your area who knows everyone in town. Once you get access to him and his Rolodex, it becomes valuable for your business. Super connectors will grow your network fast.
This is a strategy you must have in your tool belt. The bottom line is you need to invest time to connect with these “Super Connectors” in order to achieve the deep network connections you need to grow your business.
Generating Leads On LinkedIn
The three keys to being successful LinkedIn B2B marketing will set you up to great success and are the foundation for generating leads for your Business in LinkedIn. You will have a hard time contacting other business owners if you have a few network connections and have not utilized “The super connectors.”
Once you have set this foundation, you are ready to start generating leads for your business on LinkedIn. There are many strategies you can use to generate leads on LinkedIn. Do more of what works best and not a little bit of everything. Check out the following techniques.
Technique #1 – Generating Leads Through your group
Once you have set up your group, you will be inviting people individually to your group. This system does work consistently, and you just have to put in slight work. Once someone joins your groups, follow up them personally via Email.
By joining the group, they get automatically subscribed to your LinkedIn group newsletter, which allows you to message them weekly with content and offers. LinkedIn will send them an auto-reply email. You need to set this up for your group the first time. Once you do, every new member will receive the message.
In your group, you want to utilize any existing content you have- give people information to read, your website, an article about how your business can help them. You do not want your group to be blank.
You need to see the group with some friends first- people want to join a group with other people in it. So make it your goal to get those first few people in your group right away, even if they are friends of yours. Use power posts designed to generate interactivity.
Example of a power post:
What one word best describes your internet marketing success to date?”
You want to write a short article that helps shape the buyer criteria towards your unique value propositions. Example, an article about how your industry can be beneficial to others ( 3 ways a CPA can help Your Business and save you money).
You don’t want to promote in the group directly. Make this a “feature post” so everyone sees it. Most important of all, you are the hub of all connections. You are the leader of the group because you created it.
Technique #2 – Generate Relationships with prospects for your business
Do a LinkedIn search for local businesses or your target audiences. Use the advanced search feature. Contact 100 of them with this message on LinkedIn. This doesn’t take much time. This could be your entire marketing plan for new clients.
For social media marketers and businesses, LinkedIn is the perfect breeding ground for generating brand awareness. However, as a marketer, you need to focus beyond this and think of how you can turn the leads into customers.2 This is only possible if you employ the entire LinkedIn B2B marketing social plan and engage with buyers on the platform.