When it comes to marketing your business, there are countless tips and tricks out there that tell you how to attract your target customers. However, the vast majority of this information is related to B2C enterprises, which can make it seem like there are no resources for B2B companies, or that there are some fundamental differences between marketing strategies.
Fortunately, that’s not really the case.
Yes, marketing yourself as a B2B company does come with a unique set of challenges, but that doesn’t mean you should give up hope, particularly when it comes to social media.
For the most part, social media marketing is almost exclusive to B2C enterprises, but one platform should be integral to your success in the B2B field. LinkedIn is made for professionals, by professionals. This can be your golden ticket to find and develop leads that would otherwise be impossible to get on other sites.
So, how do you make the most of your LinkedIn membership? Let’s go over the different ways.
Step One: Build Trust and a Powerful Brand
For most of human history, businesses were able to use advertising gimmicks to their advantage. The average consumer wasn’t savvy to all of the new marketing tricks, which meant that companies could rake in the dough without having to verify all of their claims. These days, however, news spreads like wildfire. This is both true for current events and business practices. Gone are the halcyon days of making somewhat dubious claims with the confidence that your audience couldn’t debunk it easily.
Thus, the first step to building success with any social media marketing campaign is to build trust. In fact, the Edelman Trust Barometer (which monitors the public’s confidence in a variety of institutions, including businesses) says that 62% of consumers trust a company’s social media more than its advertising.
When you think about it, that makes sense. Social media doesn’t have all of the filters that a well-crafted ad does, which makes it seem more authentic. People these days don’t want to be “sold” on something. Instead, they want you to earn their money by adding value to the experience.
On LinkedIn, this idea is more crucial than with most social media sites. Because this platform is geared towards professionals, everyone on it will have a more discerning eye than the general public.
But how can you develop trust? Here are some key points to remember.
Don’t Sell Yourself Immediately – if you start your conversation with a pitch about your product or service, almost everyone will stop paying attention. What you have to remember is that your conversation begins with your profile, not your first DM. Thus, you want to avoid “salesy” language anywhere on your page.
Target Your Approach – whether marketing to businesses or consumers, the key is personalization. If your sales pitch sounds like you send it to all of your prospects, then most of them won’t care. Take the time to craft an approach that speaks to your leads directly.
Make it Count – simply put, the more time and effort you put into your marketing campaign, the more you’ll get out of it. Don’t assume that you can lazily message a few prospects here and there and make an impact. Think of it as an investment, not a time suck.
Step Two: Be Consistent
One of the struggles that companies have with social media is that they don’t engage on a regular basis. If you only post content every time you have time, then that means you’re probably missing out on a ton of opportunities.
Unfortunately, too often businesses will neglect LinkedIn for other social media sites, or they may ignore social media as a whole. However, what you have to remember is that these sites are where your customers are most, so it’s here where you can have the most impact.
Don’t rely on LinkedIn whenever you have a massive marketing campaign. Instead, keep your profile up to date and utilize the platform whenever possible. When your leads see that you’re active and engaging, they are more likely to trust you. As we already know, trust can make a huge difference in your success rate, so this is a valuable strategy to implement.
Best of all, the more you engage with the site, the easier it is to find and cultivate new leads. When you’re sharing, liking, and commenting on your content and other people’s pages, it can lead to organic conversations about what you have to offer. Overall, you can sell a lead on your business before you even deliver a sales pitch.
LinkedIn should be one of your most valuable B2B resources. If you’re not familiar with the site or If you need help developing a plan, LinkedIn Lead Ninja has a solution for you. Don’t keep wasting your time with marketing efforts that don’t work. Contact us today for a 15-minute discovery call and start making your LinkedIn marketing strategies work for you.