I recently worked with a team in Brisbane – they were a corporate business in professional services. They were a highly skilled team that attracted some of the best talent in the industry to work in their team. They wanted to use LinkedIn to get more sales. They wanted to build influence and authority and support business development. They had a marketing strategy and plan in place but wanted to know how to integrate LinkedIn into their marketing plan.
Research supports that LinkedIn is a viable corporate business development strategy.
60% of a buying decision is made before you’ve even heard from a customer. In some cases, they may have already decided on buying the product or service; they just need someone to talk to.
75% of job seekers validate managers and CEOs on LinkedIn when they apply for a job.
62% of B2B marketers in corporate consider LinkedIn to be an effective marketing tool.
Here are 5 steps to integrating LinkedIn into your marketing strategy.
Step 1 | Create
This is for your team to create profiles that attract your ideal clients (not recruiters). The profiles need to support internal marketing functions so they generate leads.
A LinkedIn profile works for your business 24/7, so it needs to align with your goals and support your face-to-face activity.
You need to make sure your team’s profiles are fully searched engine optimised. That they have a professional presence and are well validated.
Step 2 | Collaborate
Engagement and collaboration is key to successful lead generation. With a strong communication strategy, your team can engage online without putting your brand at risk.
You need to educate your team members on what to say, who to say it to and when to say it.
Step 3 | Connect
The connection is where results happen!
It is important to keep this in line with your overarching marketing and sales strategy. This is about educating key people on how to position themselves as leaders in their field and to connect with their ideal audience.
Step 4 | Champion
This is about empowering your team so you have a LinkedIn champion. Someone who will manage your LinkedIn strategy on a longer term basis. In the case of my client, they developed an internal champion to support the team moving forward.
Step 5 | Consolidate
In this step the team looks at how they can improve their process, and scale what is working well.
By following these steps my client was able to position their team as the industry leaders that they were.