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It's natural for companies - particularly B2C's - to overlook LinkedIn in favor of other channels, but the fact is that LinkedIn is a hugely influential social network, where B2C's, along with their B2B counterparts, can grow.
Social media marketing for business is one of the avenues of growing your business by interacting one-on-one with your prospects. Social networks also enable you to get your content in front of millions of users from across the globe through ads and following.
It is, however, easy to overlook, assume, or miss the fundamentals that will help you grow your business effectively on LinkedIn. I understand that the thrills you see on Facebook, Twitter, Instagram, and other social media sites can be deluding and sending false signals. If you are not used to the trends, you would think that LinkedIn is not effective for marketing.
This post will teach you 8 actionable means to win any B2C marketing goals on this professional-focused social network. Since all social networks differ from each other, you need to plan your marketing strategies to meet the expectations of LinkedIn users.
Here are the things you should do to attain your B2C marketing goals.
1. Build brand authority
Before engaging in any business with your company, people would first want to trust you. This means that your prospects should know your company’s stand and reliability. Building authority in any business is not easy, and you have to beat your competitors who have been in the industry for a long time.
According to LinkedIn Pulse, creating communities that address your prospect’s needs is the first step to grow your authority. These communities, called Authority Leadership Platforms in the business world, influence the prospect’s decision because their core is on their interests.
As a leader, many people will be willing and ready to listen to you. The community members know that your goals are to solve their problems, and you are the first person to run to when they need anything. Engaging your brand in public relations is another effective method of getting it recognized. You can do so through the sharing of content (guest posts, podcasts, etc).
2. Avoid vague jargon on your campaigns
When setting up your campaigns on LinkedIn, your prospects want a reason as to why they should do business with you. Your message needs to be specific and address prospect expectations. For this reason, you should avoid words or statements that will make your followers raise an eyebrow.
In your statement, customers want to know how you are going to benefit them. Statements like, “We have been in business for the past eight years…” or “YOUR BRAND is the best provider in…” are irrelevant. The ideal way to market your products is to specifically talk about the product and what the customers will get.
In your campaigns, use a positive tone, and do the same with all your posts and the links you share - including the blogs on your site. With an accurate description of your products, your prospects will make adequate decisions on buying from you. Trying to talk against your competitors will only ruin your brand standing.
3. Get inspirations from your competitors
One time I was speaking with a client and I asked him if he knows people who work in the same industry. His answer surprised me. He told me that he does not talk with his competitors and he regards them as enemies. I would say that this attitude will only kill your progress because if you do not know what your competitors are up to.
According to Entrepreneur, business competitors are opportunities for growth. You can leverage on their performance to boost your own brand. But Dharmesh Shah, the HubSpot CTO, and co-founder note that the only competitor that can be an obstacle to your business is yourself.
To succeed at B2C marketing, use your prospects’ success as motivation. You need to see what successful competitors post on their LinkedIn pages and how their posts perform. Learn how they structure their content and their engagement with their audience. You need to get followers for your content to reach many prospects on the network.
4. Make use of content from your other channels
If you have pages on other social media networks (which you should), you can reuse the content you publish on them to engage your LinkedIn audience. But beware that all social networks are distinct from one another. So, you may have to reformat your content to suit the needs of LinkedIn consumers.
When using content from other networks, make sure you only pick what brings a positive impact on your business venture. If we take, for example, Facebook, you will learn that the user feedback is essential on deciding what content is ideal for sharing to boost your business.
Facebook analytics has helped many businesses to identify the user interactions on their content and this has helped them to better create content that brings conversions. This tool can help you identify your most successful ads and posts so that you can repurpose them for LinkedIn marketing.
5. Interact with other people’s content
Do not forget that LinkedIn is also a social network. Being social is one thing that will help you to reach more prospects and achieve your goals. Whenever you come across interesting content from other users, like it and share with your audience. You need to share content that is in the same business line like yours to avoid irrelevance.
Influencers are people who can help you get your content on the face of many prospects and create brand awareness. But before you get them to share your content, they need to know how real you are. Sharing influencers’ content will help you create a relationship with them while polishing your image before your LinkedIn followers.
6. Promote your own content
Yes, you need not shy off. It is not an offense to share your blog links to your LinkedIn page. But the content needs to be relevant to the needs of your audience. By sharing your website and (or) blog with your audience, you allow them to easily identify and learn about your business model and get further information about your products.
But in your content sharing, you should avoid being spammy. It is not about posting links all the time. Using the native LinkedIn posts, you can create content and link back to your site as a reference. Your content also needs to follow the LinkedIn context.
The content you share may vary depending on your business goals. But case studies and infographics are some of the LinkedIn content ideas for best performance. You can also share your blog posts, discounted sales, and online learning platforms to add value to your readers.
7. Tag other people and businesses on your posts
Sometimes you want to post about business success stories? It is ideal to tag the people involved in those testimonials. Mentioning people (and tagging them) helps your content to get to more prospects who are not part of your network. Tagging influencers also helps them to know that you mentioned them in your posts so they can leave a comment.
Posts that appear on influencers’ timelines dictate the decision many people make when engaging in business. If an influencer leaves a positive remark on your posts, it also boosts your image in front of the prospects, and they will treat your brand as reputable. This will improve your engagement with the prospects and your business could see a boost.
8. Employ the power of hashtags
Hashtags may seem simple. But a hashtag is a powerful tool for spreading content across the social media networks. Whenever you use hashtags in your post, you will increase the reach to more people who are not among your followers.
Hashtags are meant for addressing interests among the prospects, and when you use them, make sure that you stay relevant within your business industry. This way you will attract the attention of many people who need your services, and they will want to follow you to see what you have for them.
There are online tools that can help you identify the most popular hashtags in your industry. Hashtagify is one of them. It also gives you the metrics as per each hashtag you search, including related hashtags. You also get to know the influencers who use these tags on various social media platforms.
Marketing any business on LinkedIn (and social media at large) may seem to be a tough assignment for many. The reason behind this is that many marketers think of marketing as pushing products to prospects shouting, “sale, sale, sale!!” But marketing entails reaching out to people who need your attention and bringing them close to you so they can embrace your brand.
If you intend to succeed in your LinkedIn B2C marketing ventures, ensure you sell your brand, and stop promoting your products and labeling “discounts” everywhere. People will think that you are after their money, and they will shrink back. You will end up with only a few followers that are even afraid of engaging with your content.
Author Bio: Kimberly Clark
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