Getting Engaged on LinkedIn: 5 Strategies for Sales and Marketing Leaders

Most marketers and social media professionals do not have a LinkedIn social marketing or sales strategy aligned with revenue goals.

However, strategy is the biggest difference between a B2B sales or marketing team that drives demand and enjoys consistent revenue opportunities, and a team that has just one presence and many connections that it’s not involved in.

Look, they have a shopping list of tactics to complete, but there’s little or no thought behind the connections they make:

  • Not thinking about what happens after that connection is made (how are they going to change the perspective of a customer?).
  • Not thinking about what content they post and how it will position them (if they did they wouldn’t post updates on the LinkedIn content platform, which doesn’t set them apart).
  • No thoughts on the discussions they create and how they will move a potential customer from the discussions to your blog or website for more information.
  • No thought about what happens after the potential customer visits your blog or website.

In short, there is no strategy for integrating LinkedIn into your day-to-day sales and marketing activities and programs; and, most importantly, there is no social media marketing strategy aligned with your revenue goals.

Here are five strategies sales and marketing leaders should consider when using LinkedIn.

Strategy 1: Your Social Media Presence

View your LinkedIn profile. Did you have a strategic approach to creating it?

I bet your profile is just a cover letter and resume that talks about your marketing or sales performance (which just shows you care about sales rather than adding value and building a real relationship). And I bet you don’t speak to different audiences with specific needs and show your value to them.

You chose a tactical rather than a strategic approach.

To convey your value, discover the value you seek for potential customers and optimize your LinkedIn profile to win it. Your profile should spark interest and engage with key revenue-generating decision-makers.

One of our clients, a managed IT services provider, caught the attention of a major real estate manager in the area by changing their vice president’s profile from what used to be just a list of their experience. In the profile, we prefer to refer to case studies, such as how he helped downsize America’s largest, oldest, and most respected real estate management firm. The property manager contacted our client for the full case study, which resulted in more sales negotiations and revenue opportunities.

Strategy 2: You are an innovative leader

Many salespeople and marketers use LinkedIn groups as their news feed and simply use the LinkedIn publishing platform as another place to post their blog posts. Therefore, they only generate content rather than a strategy of using custom content to attract potential customers.

You need to plan the type of content you can provide so that decision-makers think twice about the approaches they take. You need to think about the discussions you can have as an innovative leader. You need to think about whether the content is relevant – and for whom – and whether the content inspires potential customers to take action.

Strategy 3: Intelligent Prospecting

Take a look at their connections to see how many of them “long-term hope” people you can imagine are.

If you’re like many sales and marketing leaders, most of your connections are irrelevant to your business because you focused more on quantity than quality, took a different approach, hoping someone could help you rather than trust in you. Time and energy for key decision-makers and influencers can have a positive effect on you.

Strategy 4: community building and engagement

It’s not about how many connections you make or how many followers you have on LinkedIn and other social media platforms. It’s about how many people you reach and whom you hang out with.

The best way to get involved in social media is to create a community. On LinkedIn, you can create real groups that you manage. My LinkedIn group, which gets help with related strategies, helps me interact with over 400 sales and marketing people through regular content and discussions.

Remember, B2B shoppers want quick access to trusted experts and relevant content to help them with their business issues. Your personal LinkedIn niche community is the perfect way to give your shopper what he’s looking for. As my client with 900+ group members gives buyers what they want, they received RFPs, which generated more earning opportunities.

Strategy 5: Lead Generation and Lead Engagement

Most potential customers you interact with on LinkedIn and other social media platforms don’t realize how and why they need you… You need to maintain connections and provide them with relevant content.

  • You need a strategy to use case studies, white papers, third-party research to support your claims…
  • You need a strategy for using innovative webinars, webcasts, and other leadership content that piques your prospects’ curiosity and want to talk to you about their options.
  • You need a strategy for attracting potential customers so that they are curious about how you got the results.
  • Next, you need a strategy to bring them into your pipeline and connect with you even more.

By integrating LinkedIn with other content marketing initiatives and adopting a funnel strategy, a leading communications technology company generated more revenue than all other initiatives combined.