Board Converting News, October 11, 2021

Using LinkedIn Social Selling Strategies To Feed Your Pipeline BY LISA BENSON If you are not using LinkedIn for social selling, you might be missing out on some big opportunities. LinkedIn pro- vides B2B companies with an opportunity to not only share content and network but also, if used strategically, achieve top-of-funnel sales goals. According to Content Marketing Institutes’ report 2020 B2B Content Marketing Bench- marks, Budgets, and Trends—North America, 95 percent of B2B marketers reported using LinkedIn to share their company’s content organically, and 76 percent have paid posts on LinkedIn. However, sharing content, while part of a good social selling strategy, is not enough to bring in high-quality leads. Successful social selling combines both inbound and out-

bound marketing strategies. According to LinkedIn, there are 90 million senior-level influencers and 63 million deci- sion makers on LinkedIn. When wrapped around a holistic process, it becomes a valuable tool to identify potential buyers as well as educate and convert them.

Here are five tips to help you better utilize LinkedIn to secure qualified leads successfully: Create Your Page For Maximum Exposure Your company page should showcase your offerings specific to the markets you are tar- geting. Let prospects know that you under- stand their pains and tell them how you can solve them better, cheaper, faster, or however your company differentiates itself from your competition. Craft your message for search engines. Optimizing your company profile will ensure it turns up not only in LinkedIn searches but also turns up on Google and other engine search- es. Use keywords and phrases that prospects might use when searching for your solutions. Post regularly from your company page to stay top of mind with your followers. Use a calendar or social media management tool to schedule regular posts. Content should mostly be educational or informative. Case studies are great because they demonstrate your relevance to the mar- ket. Use your content as a way to create dia- logue that naturally promotes your value prop- osition without it coming off as a sales pitch. You want your company to be seen as a leader in the industry. Honestly, people just want to know what is in it for them. Keep in mind the visual impact of your posts. Use engaging images or videos to help your posts stand out in follower’s feeds. You can expand your reach by using #hashtags and @mentions. Ask employees to share your posts. Ask executives and subject matter ex- perts in your company who share your content to create their own content that your company can share in return. CONTINUED ON PAGE 34


October 11, 2021

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