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 talents 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.
Research supports that LinkedIn is a viable corporate business development strategy. Recent data includes:
- 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 incorporate consider LinkedIn to be an effective marketing tool.
To have a successful corporate LinkedIn strategy, here are the 4 steps I use with my corporate clients:
This is for your team to create profiles that attract your ideal client (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.
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.
The connection is where results ramp up! 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.
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.
By following these steps my client was able to position their team as the industry leaders that they were.