LinkedIn already has over 645 million users in 200 countries. Moreover, 150 million of them have appeared in the last two years. Among social networks, this is not a record, of course. But there is an important nuance – LinkedIn for business is tailored for professional contacts. Therefore it is often used in B2B.
In Ukraine, LinkedIn is most often used in 2 situations: they want to get a job in an international company or get foreign clients. In this guide, I’ll tell you why you shouldn’t ignore LinkedIn, how to promote your business and find clients.
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How LinkedIn Works and What Business Opportunities
Previously, the social network was sharpened exclusively for networking. Now more and more functions of familiar social networks are being introduced, such as subscribing to updates to a person’s content (and not just establishing contact).
Where to start:
- Register an account on the main page.
- Fill out the profile correctly: no pseudonyms – real Name, Surname, company, etc.
- Fill out a lot of fields about work, your competencies, achievements, certificates.
- Upload a photo (by the way, with it, people pay attention to the profile 21 times more often, according to LinkedIn statistics).
- Connect your corporate email, subscribe/establish contact with those you know personally.
What are LinkedIn’s business opportunities:
- you can start promoting your brand as an expert, a business owner;
- develop a personal profile to attract customers to the business;
- develop, strengthen the faces of company employees, top management;
- maintain a business page of the company to attract customers.
LinkedIn has one fundamental difference. You can purchase a paid account for specific business tasks. With them, of course, there are more functions and possibilities.
Paid packages on LinkedIn
If you systematically engage in lead generation, it makes sense to take a paid account such as Sales. You will have more functions, fields, filters to find the right people by different criteria:
- field of activity;
- the presence of any attributes, skills, references;
- the action of potential customers, etc.
For LinkedIn customer acquisition to make sense, you need:
- the clear, understandable, tangible difference from competitors – significant in B2B and in those markets where there are established leaders (USA, Europe);
- mini-solution, mini-benefit, something tangible for a potential client – not a script, promises, and beautiful advertising materials, but some benefit;
- website, commercial offers, presentations in English – no one will bother with Google translator;
- manager, consultant, an expert who speaks English fluently and confidently: in writing and by phone;
- Opportunity to open a legal entity in another country. Suppose there are legal difficulties (or primal fears) in working with your company.
LinkedIn customer acquisition
If you want to get leads on LinkedIn, you can use one of the two strategies or a combination of them.
Method number 1. Lead generation in the classic form
Creat account and fill the information about it, acquire the first contacts. You are doing a series of publications related to your products/services. Then gradually reach out to potential customers.
As it used to work: manually, people sent suggestions in private messages to employees of different companies. Everyone tried to reach directors, managers (decision-makers) immediately.
Over time, of course, the method has outlived its usefulness. It started to feel like spam. Users themselves began to ignore such private messages. Getting a deal with this approach is almost impossible. Unless – you have an innovative, super-essential product. But even this does not guarantee that someone will reach the site or presentation.
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What to do now
- Form the image of an expert in a specific segment, narrow niche. Flicker before your eyes, in specialized communities, etc.
- Build trust – log in with a request to participate in a survey, comment on a blog article, etc.
- Offer to test the product for free (as an expert, guru, a benchmark in the profession, of course) to get real, objective feedback.
- Involve in content, cases, stories that will be as similar as possible to the real concerns and problems of a potential client.
- Only after that, gently lead the person to questions, answers and personally approach the proposal.
Method number 2. Expert story
Systematically engage in content marketing through a personal profile and business page. Alternatively, from your community, if your topic does not already have a profile group.
As they did before: they described a bunch of achievements in the format “I am a handsome, genius, no less.” Of course, many began to disassemble, embellish, but all these regalia are not confirming in practice.
What to do now
- To occupy a narrow niche and create unique content for the target audience in this particular niche. If you are an expert on mobile real estate applications, then hit this point and not talk about development at all.
- Demonstrate your awesomeness in practice – showcases, work results, solutions to typical problems for target audiences. For example, here, we have made such an application for a residential complex. Now all residents are happy, and the residential complex saves XX money a year on expenditure items.
- Use more live videos. Comment on loud, relevant news. Show behind the scenes of a company or work on an exciting project. Just showing oneself, an office, a team is a broadcast that behind a beautiful profile, there are real experts, not scammers, not profane, etc.
For any of these methods, consistency, efficiency, and a personal approach are essential. If you make one letter and send it to thousands of people, it is unlikely that you will bring at least someone to a deal.
By the way, to automate actions (adding to contacts, subscriptions, mailings, etc.), even in the West, they often use special services like Linked Helper.
Tips to Promote on LinkedIn for 2020
- Now quick tips for those who still decide to look for clients through LinkedIn with tricks, nuances, and ideas for 2020:
- Be sure to personalize your messages on social media. Add information about the latest posts in the user’s feed, his achievements, place of work, or study. It is exciting and engaging.
- Prepare a description of the business page so that the target audience sees themselves, their problems, and your competence to solve them. The better you communicate with your USP, the more likely you will get a link to the leading site and contacts of a potential client.
- Get involved in more than just your content and the comments below it. Participate in discussions with potential clients in profile groups. First, you will appear before their eyes. Second, show your expertise.
- Use the familiar @ tag to tag established leaders in your niche and acquaintances to reach their audience.
- Make content regularly so that you are always in sight of your audience and your contact list. For LinkedIn, an average rate of 1-3 posts per week.
- Track statistics on publications and actions to adjust your promotion strategy.
- Use services and automation tools to save your time and increase the effectiveness of your promotion. Try, for example, Meet Alfred – it can view user profiles, send mailings according to different criteria, a super-combined for LinkedIn.
If you need to enter the Western market successfully, start with a marketing strategy. Then you will immediately be able to turn on different tools, and most importantly, it will be clear which of them work and with what result.