It’s no secret that LinkedIn is one of the most important social networks, if not the most important social network for entrepreneurs and sales professionals. The reason for this is the sheer size of LinkedIn’s database, which now boasts over 600 million professional users spread around the world. With so many people on the platform, how do you make connections that put your brand and marketing messages in front of more people?
As anyone who has been doing social marketing for a while will know, it’s all about building relationships. Here are a few ways to start:
Stay on Top of Your Client’s News
Find content related to the company that you’re trying to market to. The easiest way to do this is to set up a Google Alert. If you have a Google Alert set up for that company, you will be notified by email any time that company gets a mention in the news.
Use that Content to Your Advantage
Let’s face it, no one wants to be prospected. They want to be engaged! And, with the keyword in social media being “social”, you should find a way to socialise. The easiest way to do that is to congratulate or acknowledge your prospects based on company news and announcements that are public. This is something that you will be able to do on an ongoing basis thanks to the Google Alerts that you set up.
What you are going to do is go back to your prospect, and in your dialogue with them, mention the news. Here’s an example of a message you will send them:
“Hi Brad, I just saw on Business Insider that your company was named one of the top ten corporations in your industry – congratulations! Hey, by the way, if you have a few minutes, I’d love to hop on a call with you next week to see how business is doing.”
It’s easy to see how the above interaction is different from just approaching someone and trying to market to them.
Focus on the Individual
The next tip is to make your conversations less about the company and more about the individual. Every single person at any company has a professional goal that might not necessarily be tied to the company goal, but it’s their goal and it’s important to them. If you really want to get down and dirty and be an amazing digital marketer, you have to make marketing personable. Really get to know your prospects, find out when they will be going to conferences, whether they are travelling to your city any time soon and how you can get more face time.
Are you interested in digital and social marketing techniques and strategies to enhance your reputation and help you grow your brand online? WSI OMS offers a range of digital and social media marketing services that can be customised for your business. Contact us for more information today.