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The Smarter Building Materials Marketing podcast helps industry professionals find better ways to grow leads, sales and outperform the competition. It’s designed to give insight on how to create a results-driven digital marketing strategy for companies of any size.
In this episode, Zach and Beth talk about why LinkedIn is still an overlooked platform that can enhance your digital sales and marketing presence...but only if you know how to use it.
Where Is Your Landing Page?
Most people think that if they were to Google their name and their company’s name, the first search engine hit would be somewhere on the company website. But this isn’t actually true. For most of us, the first place people see when they look us up online is our LinkedIn profile. Your name and your brand are more closely tied to LinkedIn than to your own website.
The lesson? You can’t neglect your LinkedIn presence.
LinkedIn isn’t your typical social media platform. The unofficial scope of LinkedIn is “No cats, no kids.” It is social media solely focused on business, and we believe it is the platform of 2020.
LinkedIn users are on the site to educate themselves about business and connect with others in the business community. They are looking to advance careers and get educated in their industries and fields. If you can position yourself, through your profile and your content, as a subject matter expert, you will already be ahead of your competitors who still see LinkedIn as a glorified resume.
What Is Your LinkedIn Value?
We’ve all received those spammy InMails where someone immediately launches into a sales pitch without attempting to get to know who we are and what our business needs might be. If that’s your only experience with LinkedIn, then let us help you understand where the platform’s true value lies.
We recently got an email from one of our clients, who we’ve helped build their LinkedIn presence. Our client was at a networking event for the building materials space. His company does $100 million in revenue a year. He met someone else who does $3 billion in revenue, and the CEO knew exactly who he was from LinkedIn.
The competitor said, “You guys crush us on LinkedIn and social, tell me what your secret is.” Of course, our client refused to spill his secret sauce, but the beauty of LinkedIn is you can place yourself as a valuable player, ready to compete with companies thirty times your size.
The key is providing value to your audience, and that’s why LinkedIn is so critical to a content marketing strategy. Instead of offering a sales pitch that goes straight to what you can do for a client, start with content that shows them how you can help. Overwhelm them with help, either in your content or by offering value on the content they’re sharing, until they can’t not reach out for your expertise.
Connect With Authenticity
If you can pull these two factors—creating a high-quality LinkedIn presence through your profile, and sharing value instead of a sales pitch—then you’ll be connecting with business-minded people in an authentic way. And the results are undeniable.
LinkedIn has over 500 million members. Sure, it’s smaller than Facebook, but it’s much more targeted. LinkedIn’s users include over 61 million senior-level influencers and 40 million decision-makers. Other platforms are innovating to hit younger and younger generations, but LinkedIn is focused on building a platform for professionals.
By being engaged on LinkedIn, you can get in front of people ready to actually purchase your product. And you’ll reach them when they have work on their mind, instead of when they’re trying to catch up on their personal life or sharing pictures of their son’s soccer game.
Engaging on LinkedIn creates personal visibility for you, but it also does something for more important: It gives you access to the people you want to be connected with, something that is increasingly difficult in the modern era of email filters and gatekeeper receptionists.
LinkedIn’s search tools are a powerful way to find the companies and people you want to connect with. If you combine that with building a presence for yourself that is professional, knowledgeable and helpful, you just might find you’re the person everyone wants to talk to in person at the next networking event.
Got a Question?
If you have questions about how to create value for your LinkedIn connections, let us know! Shoot us an email at [email protected] with all of your questions.
And if you’re interested in finding out more, join our in-person LinkedIn workshop on Wednesday, November 6, in Blacksburg, Virginia. For more workshop details, visit venveo.com/LinkedIn.