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. 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 strong corporate business development strategy. This includes:
- 60% of a buying decision is made before you’ve even heard from a customer. They may have already decided on buying the product; they just need someone to talk to.
- 75% of job seekers validate managers and CEOs on LinkedIn when they apply for jobs.
- 62% of B2B marketers in corporate consider LinkedIn to be effective!
To have a successful corporate LinkedIn strategy, here are the 4 steps to follow for success:
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 search 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 teach your team members what to say, who to say it to and when to say it!
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. How they connect with their ideal audience.
This is about empowering your team so they are LinkedIn champions. They will have the skills use LinkedIn to position as experts and get more clients. In the case of my client, they developed an internal champion to support the team moving forward.
By following these steps this client were able to position their team as industry leaders that they were.