Three Easy Ways to Use LinkedIn Sales Navigator for Marketing

LinkedIn Sales Navigator is not for marketing teams. It’s in the name, right? Error: Sales Nav offers an excellent opportunity for marketers to expand their external content and games.

Marketers and salespeople can use Sales Nav’s powerful search capabilities to identify, reach and interact with their target audience.

No, it will not be as comprehensive as high-volume SEO keywords or redirect ads. But for some types of marketing, including content-intensive efforts and influencers, Sales Nav is a valuable addition to your marketing tool.

As a marketer, you can use LinkedIn Sales Navigator to…

  • Look for niche influencers of marketing opinion makers
  • Build better backlink campaigns
  • Increase the reach of your most interesting content

The fluorescent version; DR of this article: Advanced search and saved ratings can serve as the basis for more and better outbound email and content marketing. LinkedIn Sales Navigator can help you discover new ways to communicate with your audience.

This is a long and short story; but if you’re looking for advice a little more tactical than that, read on.

Sales Navigator is not just for sales

LinkedIn Sales Navigator is typically used by sales teams for prospecting and account-based sales activities.

The three most interesting features of Sales Nav are…

  • Advanced filters: limit specific audiences with the ability to filter by company, interest, location, and more.
  • Saved lead lists: track specific people of interest, memorizing up to 1,500 leads at a time.
  • Additional InMail messages: You will receive 30 InMail messages per month to send to high-quality contacts (although, with this limitation, you also want a way to send emails to contacts).

So how can you use Sales Nav (a tool that your sales team has probably used) for content marketing?

All three of these functions are just as interesting for marketing teams as they are for sales teams. As LinkedIn notes, “Sales Navigator offers a powerful set of search features, increased visibility across extensive networks, and customized algorithms to help you find the right decision-maker.”

As a salesperson, you can also use Sales Nav as a marketer to connect with the right people, using LinkedIn’s extensive data and powerful search engine.

Here are three ways to do this.

  1. Find niche leaders to influence marketing

The most common approach for marketers to find B2B marketers is simple: use platforms like BuzzSumo for Ahrefs to identify shared content and contact the authors of these articles and posts.

But this approach can be limiting. Social action does not always mean leadership in the sector and it can be difficult to find authors.

Why not start with the influencers themselves?

In LinkedIn Sales Navigator, you can use advanced filters to quickly find leaders in your niche or for your specific topic. Advanced filters that work especially well for influencer marketing include:

  • Membership in a group
  • Leads mentioned in the news
  • Leads with recent activity on LinkedIn
  • Published content word
  • Years of experience

After saving a list of interesting leaders, take the time to review your LinkedIn activities. Highlight your most relevant article to use as a quote in your next post. So if you’re using quotes in a game, send an email or call LinkedIn directly with InMail to let them know and ask if they’re interested in continuing to collaborate.

  1. Build better backlink campaigns

One of the most time-consuming parts of content marketing is building backlinks – you need to find relevant domains and blogs, find the best point of contact, make an attractive proposal, come and go, and so on.

Again, BuzzSumo, Ahrefs, and Moz work very well to start creating the backlink.

But instead of starting on one side – searching the guest post pages first – why not start on the other?

With Sales Nav, you can even filter out people who make decisions about the editorial calendar and guest posts. Use for filters:

  • Title: Find digital marketing executives, online publishers, and, in some cases, marketing directors.
  • Post keyword content: try to limit your search to those who mentioned a “guest post” or “post” in your shared content on LinkedIn.

The following list allows you to extract your emails to create an instant presentation. My advice at launch: don’t be in a hurry; check your recent content and add it to LinkedIn so you’re already on their radar.

  1. Increase the reach of your most interesting content

Content marketing is not just inbound; you can also use the content to create more compelling outgoing emails to promote your content.

Yes, that means sending cold emails, but external marketing can be really useful if you’re sending valuable content to a target audience.

Step 1: Make separate lists of leads. Organize your lists based on interests, title, position, industry.

Step 2: Assign your content to your main lists. You can also create content suited to your niche listings.

Step 3: Send your outgoing email. Use an email marketing platform to send personalized emails on a large scale.

Outbound traffic is nothing more than inbound traffic, but it should be a valuable addition to your marketing efforts.

Keep it organic (vs industrial)

Following this path for content marketing does not mean that you can send cold emails without purpose on a large scale. Steps must be taken to keep things organic, human in nature, to get the most out of LinkedIn Sales Navigator.

Here are some recent tips:

  • Submit connection requests for promising leads.
  • Limit your lists as much as possible.
  • Customize your messages to the people you contact.

For marketers, Sales Nav extends what you can do with what you already have. How do you plan to use this sales-focused marketing tool?