Shakespeare once asked: To be or not to be, that is the question.
Today, we at Tribe47 ask you: To be or not to be on Linkedin? What do you say?
Let us give you our take on Linkedin’s potential for B2B and why you absolutely should be growing your LinkedIn profile & network.
Without a doubt, you are already aware that it would be wise to grow the Linkedin profile of your organization, as well as your personal one. There are many reasons why you should allocate some time and resources to your Linkedin. In recent years, the platform had become one of the most essential and valid social media channels for B2B, and according to the research, it is the place where most decision makers hang out. Four out of five decision-makers are spending their time on LinkedIn, and that is a fact.
You need to have a strong presence on Linkedin if you want to target them. End of story.
But here comes more…Building a high reach and engagement on Linkedin is necessary for all B2B companies and professionals in today's fast-moving business world. The cost of missing opportunities that Linkedin can create can be vast for any organization.
If you are still unsure whether or not you should go all-in on LinkedIn, here are a couple of points to persuade you:
Direct access to your PERSONA
On LinkedIn, you can build a direct relationship with literally anyone from any organization and any place in the world. Most importantly, you can identify and target your ideal customer persona or organization via the Sales Navigator Search, using its specific search criteria. (For example, Marketing Department Headcount or Company’s Annual Revenue).
You can easily search through your requirements and find exactly who (or what) you are looking for, thanks to this tool.
Linkedin is an excellent platform to establish your professional presence and highlight your skills and expertise. By becoming a thought leader in your field or niche, you can gain trust, admiration, and further advocacy from the LinkedIn community to become a go-to expert. This strategy is long-term, but it can result in real clients and sales if planned and executed correctly.
Current news and stories
Twitter is no longer the only platform where people read the news. Linkedin is also playing that same function. By staying active on the forum, you can also stay on top of all current industry trends, participate in exciting discussions and get access to news and stories. In addition, Linkedin promotes valuable content relevant to your industry, so you will never miss out.
Many experts, leaders, and professionals are keen to share their expertise, tips, and advice on Linkedin feed. Some do it daily. You can quickly get access to timely insights, presentations, assets, infographics, and more. Finally, you can get feedback on your ideas, queries, and challenges, which you decide to share with your Linkedin community.
Elements of Linkedin Marketing by Tribe47
Let's talk about Linkedin as a marketing tool for B2B. At Tribe47, we divide the Linkedin Marketing strategy into three sections:
- Linkedin Profile Optimization
- Linkedin Network Growth
- Linkedin Content Distribution
This is our 3-step framework, and each of these elements is of equal value, so make sure you pay attention to each one of them. Let us give you a quick overview.
At first, it is important to conduct deep research of your personal and organization's profile. This will give you insight into your unique situation and industry needs. This is a crucial step because it is based on this research that you will identify and optimize both profiles to reach the ideal place of growth, which has requested conversions of 90%. This will also turn your ideal persona into an active viewer/reader of your content, not just an out-of-reach dream.
After you are done optimising your profile, the next step on the list is to reach out to your ideal persona with a perfectly tailored message and content. Your goal should not be to send requests chaotically to random people. Consider that every Linkedin profile is limited to 30,000 connections. You can also use some automation tools to create a list of juicy leads to connect with. Finally, use pre-qualification methods to avoid sending requests to people who should not fall into your pipeline of interest.
Once we’ve got a nice base of connections built on your profile – it is time to NURTURE THEM! There are many techniques for content research, content matching with your personas as well as lead nurturing. Use tried and tested hacks to create a better reach for your organic posts by increasing the dwell time. One tip is to upload a native video directly into your feed, rather than a link to youtube. Social media platforms, in general, do not like it when you are trying to take the users away from their platforms, so link sharing generally has a small reach.
BONUS TIP → Human touch
When it comes to content production and distribution, let us pause for a second.
LinkedIn is considered a platform for B2B. Therefore, most assume that only very corporate, dry business language will work. But you cannot forget to show a human side of you as a professional or as your company. Your content and message must be professional, but it must also have a human element and serve your community with a true purpose. Pay close attention to your language and communication style. Nowadays, business is not just B2B or B2C, it must also be H2H: human to human.
Read more about creating the human touch in any business here
View your Linkedin profile as a landing page.
It should be conversational!
Let’s get back to our functional Linkedin framework and dive deeper into each of the points mentioned above.
Think about building and optimising your personal Linkedin profile (page) just as you were to create your own personal landing page. You need to create valuable content, add killer creatives, bring a constant traffic flow, and optimise it for growth.
1. Profile Optimization
Personal Profile Optimization
The first step for optimising your profile is to research, select, and build your Key Personal Profiles (KPP).
KPP is the profile of a LinkedIn user you need to target continuously.
For example, if you need to attract a CEO or COO, it’s much better to choose a C-Level executive inside your ideal company to establish a connection with THEM. The next step would be to select an area of specialization your C-level exec needs: Marketing manager to Marketing Specialists; Software Engineers to IT Specialists, etc.
After choosing 2-3 profiles inside your ideal target company, you should try to optimise your LinkedIn profile with them in mind. The content used and the message communicated needs to be tailored to their needs, as these are the key people you want to impress.
Below is a list of what you need to do step by step.
Your cover picture is often the first image your profile visitor pays attention to when landing on your profile. So don’t forget to include the elements such as:
- Good branding on your visual
- Clear USP
- Promote your current offers or campaigns
- Promote your website
It’s a short description of yourself under the main avatar photo. It should be up to 120 characters long and include the key information about you (professionally). We have some formulas to use for that:
- I help [Target Market] [result you deliver] without [ undesirable action]
- I show technology leaders how to make their teams run like clockwork - WITHOUT stifling their creativity or innovation.
- I help [Target Market] [result you deliver] | What you do | Credibility
- I turn Founders & CXOs into LinkedIn Thought Leaders | LinkedIn Lead Generation | Founder of TMF | Host of TMF Picnic
- CEO @ XYZ | 10yrs B2B Lead Generation | Thousands of meetings booked through email
Long story short: Title | Experience | Credibility
If you want to create more impact, add epithets such as passionate, innovative, experienced, etc.
Lead Capture & ‘About’ Section’
The About You section makes for the largest part of your profile. Here you can express yourself with no word limits.
Expand your tagline - add some more information about your unique experience, and highlight what you are particularly good at. You can mention the company you work for and what you do inside this organization to create TANGIBLE change and results.
Make sure you use various industry keywords your target clients might be using/looking for when searching LinkedIn.
Describe your experience, target industries, features, technologies, etc. Mention projects and clients. Explain why you started in this business in the first place or what you are most passionate about. Demonstrate your expertise confidently and professionally while remaining humble enough (no bragging but persuading).
Finally, add a CTA (same as you would on any landing pages). Again, leave your email address or link to your website so that people can contact you easily. Invite them to make the connection.
You have already described who you are, what you do, and why your organization excels at this stage. Now, describe your own personal expertise. How? Using a simple formula: Describe what your previous employer did/produced + What exactly YOU achieved there (BETTER IN BULLETS). Simple as that! Don’t forget to add some links to prove your achievements. You can also pin the most important achievements in the featured section on the top of your Linkedin profile or pin some assets directly under your past jobs and experiences.
References. How do you get them?
The last but not least step for your profile’s optimization is the Linkedin reference section. Linkedin created this feature on purpose. Endorsements are a much-respected confirmation of everything you’ve written above. If you already have them – good, if not – work on it.
Reach someone for whom you delivered a service and ask for a recommendation. Simplify this process for them, as people are often busy. Use the template below:
"Hey [satisfied customer], I really enjoyed working for you!
That’s why I sent you this recommendation. Is there anything you’d like me to change? I'd love to get a recommendation as well if you don’t mind!
I know they're a hassle to write. So instead, I thought I'd ask you to answer 6 quick questions. Based on your answers I can draft a recommendation for you to put on my profile? Of course, you can edit it however you want.
Does that work for you?"
Company Profile Optimization
To optimize the Linkedin profile of your company, follow the same steps as for a personal profile. However, in this instance, try to establish your thought leadership, describe the organization’s UPS and what your company does.
For any company profile, it is excellent to start with a GRAB. A grab is a short description (2-3 sentences only) of what your company does well and why it is different from anybody else. For example, you can mention your mission or the ideal result your “product/service” creates for your clients.
For example, TESLA’s Linkedin Grab reads: ”Tesla’s mission is to accelerate the world’s transition to sustainable energy through increasingly affordable electric vehicles in addition to renewable energy generation and storage.”
This is very clear, and you know exactly what they do. But yet again, it is a little more inspirational than “ We produce sexy, electric cars, which are on the luxury side”.
They communicate a clear mission, which inspires and grabs attention.
When it comes to visuals, use your branding and the appropriate logo. Make sure it fits the right dimensions and corresponds to your branded guidelines.
2. How to grow your personal network
3 Ps OF SOCIAL MEDIA
Someone wise once said: Instagram is for Pictures, Facebook is for Personal and family, and Linkedin is for Professional Pimping.
All jokes aside - Linkedin is where you grow your connections. Most successful people on the planet say that your true worth is in the value of your contacts. That is why we attend networking events, join membership clubs, and so on. Linkedin allows us to meet and network with new people almost every day.
Here is a list of ways to keep growing your network.
Identify the right people
A healthy mix of people for your network:
- Your potential clients (owners of businesses you would like to work with - like for T47 owners of eCommerce, e-learning platforms, or subscription businesses)
- Industry leaders (mentors, gurus, authors)
- LinkedIn influencers
- People you’d like to work for or people from companies you admire
- People in roles you want reach (want to be CMO - add CMOS)
- People you admire and want to learn from
Since your profile is now perfectly optimized, it is time to start growing your network. It’s like sending traffic to the landing page. But instead of paid Linkedin ads, we will do outreach for targeted audiences.
Prepare lists of contacts
All you need is a LinkedIn Sales Navigator profile and Phantom Buster Subscription.
Start by defining your target audience, including the industry, company headcount, job title, and any other filter you see in the LinkedIn Sales Navigator Dashboard.
Step #1 – Input your criteria in the LinkedIn Sales Navigator Search
Step #2 – Copy the link and paste it into the Phantom Buster Search Export tool
That will generate a .csv file with all the leads that meet your persona’s requirements. Then, convert these links to your leads’ Sales Navigator personal profiles into LinkedIn links for the clever part.
Step #3 – Convert the links in the .csv file
The hardest part of this step is remaining patient and not giving in to the urge to send requests manually!
Upload your file to the Phantombuster Sales Navigator URL Converter and make a coffee. In a few minutes, you will have a list of your potential clients.
Send automated requests
Don’t forget to set up an automated requests sender. Launching Phantom Buster Network Booster allows you to send 10-15 requests every day automatically. So, in 1-2 months, you will have a LinkedIn profile full of relevant juicy leads waiting for your invitation to a Webinar or Conference!
Have you grown your Linkedin network significantly? It is now time to nurture & spin the wheel. There is no rocket science here. Simply talk with people to show them that you care for them & their business. Message them when they accomplish something and congratulate them. Tag them if you see a business or partnership opportunity or a job opening that might be good for them. Interact with their content.
Metrics & KPIs
Linkedin Marketing is the same as any other type of campaign. We need to use metrics and assume creatin KPIs. You cannot know what you cannot measure.
Firstly, we can use the Linkedin Social Selling Index, which indicates your Network & Industry SSI rank and evaluates your professional brand. This value varies from 0 to 100 points, but 80-90 is a good benchmark you can aim for.
The next thing to track is your Network Growth – week by week. Also, make sure to keep checking the conversion rate from requests, which you send out. If it’s too low (lower than 25%), think about better profile optimization or even change your target group altogether.
You won’t fully know until you do some tests and measure results to compare and draw conclusions.
The last one is your content performance and engagement rate. Check how big your posts reach and how many people comment and interact with them regularly.
3. Content Strategy
Do you know about the 1-9-90 rule on Linkedin?
It goes like this: 1% of users will actively create content. Another 9 %, the editors will participate by commenting, rating, or sharing the content. The other 90 % watch, look and read without responding.
Our goal is to be in the 1%!
Again! Choose the content for your Linkedin Profile the same way you would do for your website or a blog. Do the research – check which topics are hot and relevant in your industry and where you can create and add value.
It shall also represent your interest. If it interests you and brings you joy to write about, you will never run out of content ideas or inspiration to stay consistent.
The easiest way to do it is to try specific searches inside websites like Quora or Medium. Then, if those posts are popular among readers – take that topic and create content about it!
To search inside a website, use the following formula for searching on Google:
[site: URL: KEYWORK]
For example: [site:quora.com Linkedin B2B Marketing]
Diversify your content strategy, and feel free to create your own. Plain text and videos on Linkedin usually get a higher reach and engagement than posts with images, links, or slides.
Video stats are usually more accurate because a person sees your video at least for 3 sec.
Talk about industry trends, problems, challenges, innovation, etc. For example, if you are active in marketing, provide another perspective or a totally different opinion to spark a meaningful conversation. Have your own strong voice, experience, and relevant background. The more niche, the better, as it will clearly differentiate you amongst thousands of other professionals in your field.
Add the strong statement (proves your expertise) that makes people stop for a minute and think about “tiny shiny” lead generation tactics.
Start with a quote that grabs attention. Then, share personal hurdles you have overcome and the solution that you’ve found. Finally, detail all of your learnings. This has to be done in a very authentic and compassionate way, which also adds value to other readers.
Sales / Promo embedded into the story
Add a provocative statement or a question. That will grab the attention of Linkedin users. Share the company's challenges and results achieved. Ask users to comment if they want to join a free webinar or download the lead magnet.
Share your learnings by linking to your case studies or other content. Share the step by step process or a framework to avoid mistakes or create a particular result. . Ask your network to check out the case study and why it would benefit them (ALWAYS BE CONSIDERED OF THEIR TIME, AND WHAT YOU ARE GIVING THEM IN TURN)
Create the best of the best lists such as 20 fastest growing companies in Europe, 10 TOP experts in your industry odd even 15 most visited LinkedIn profiles for medical life cover.
Tag those companies, products, people in your posts, etc. Then, always ask your audience to comment, or add to the list with their own suggestions, favourite products, companies, or leaders.
How to boost your engagement
Congratulations: you have optimized your profile. You also create posts regularly. It’s time to share some hacks and tricks for boosting your reach and engagement and mistakes to avoid.
LinkedIn decreases the reach of the posts, which include an external link. External links are bad for any social media platform, as they move traffic away from the said platform. Nobody likes that. LinkedIn wants to keep its users on the platform for as long as possible. If you can – try to avoid that. Many people make the mistake of adding a youtube video link, for example- instead, make sure you upload a native video inside the platform.
However, if you absolutely must, here are some tricks to use when adding a link without killing your reach:
- Place the link in the comments
- Tell your audience that you included the link in the comment
- Copy the comment link and add it to the post.
- Get enough engagement and then embed external links.
- Incentivize people to comment to get more traction and send them external links in private messages.
The more engagement the post gets in the first 15 minutes from publishing from your most active followers, the higher the overall post reach will be. Make sure you post at the relevant time to grab your audience’s attention. Think of an early commute to work or lunchtime. When do people in your target group usually look at LinkedIn?
If your post gets engagement and includes relevant hashtags, LinkedIn can boost it to hashtag followers. Use 2-3 relevant hashtags.
Appmixer Case Study pre-qualification methods
That was the theory. Suppose you are interested in how we implemented this strategy for one of our clients. Check this case study and learn how we launched a webinar campaign and collected 67.5% leads through the LinkedIn organic channel.