This may seem an oddball approach, but the way to get a business to notice your business is to get them to notice you. Of course, LinkedIn is all about building personal, genuine connections, but ultimately, you’re looking to land that business as a client.
Understand the LinkedIn landscape
You couldn’t walk into the offices of a multinational company, and demand to meet the CEO without having an appointment booked. In the same way, you can’t conduct typical B2B marketing on LinkedIn. You head up your business and you want to speak to the person who heads up that business. It’s two people talking, not the businesses. That comes later. It helps, however, to keep your B2B marketing mindset upfront, as you’re operating in a space where your business expertise and acumen are going to help you generate leads, that will in turn lead to sales…for your business.
The B2B mindset
When we talk about the B2B mindset, we mean making sure the value of working with you as a businessperson is easily evident. Keeping a B2B mindset helps you shape content that is valuable for your industry, and therefore important to the people who work within it. Those are your potential leads and customers, who will eventually hire you based on the value you bring to their business. Keeping the B2B mindset helps you keep your business value front and centre, as you navigate through your LinkedIn journey.
Build it up
You don’t launch a business and move into a high-rise office block on the same day. When a company is just starting out, it is launched with a few clients, some projects, and a small team. They almost certainly do not land a multi-billion Dollar contract on the first day of operation. Building your B2B marketing approach on LinkedIn is a similar process. Start small, and iterate on your process. As your LinkedIn presence grows, your influence does too. Focus on starting small and building up momentum. Momentum is how you’ll get yourself (and your LinkedIn profile) moving into the right circles, talking to the right people, and confirming that appointment with the CEO.
Optimise your company profile
The best type of brand is one that is perfectly aligned, throughout all its touchpoints. While you’re focused on building your personal LinkedIn presence, don’t neglect your company page. But remember that your strategy for it should be a little different to your personal page.
For your company page, remember to:
- Focus on showcasing your brand, products and services, and unique value proposition. This is the right place to talk more about your products and services and highlight your business’ results, updates, news, and content that highlights your full team’s expertise.
- Encourage employees to follow and engage with the company page. Your employees are your greatest brand ambassadors. Encourage them to share company updates, thought leadership content, and their own experiences about working at your company. This builds trust and expands your reach.
- Use relevant keywords in your company page description to enable better discoverability by other businesses who may be looking to engage with yours.
- Keep an eye on your page metrics to understand what type of content resonates with your audience.
Stay aligned to succeed
Keeping that B2B mindset, as you build momentum and your LinkedIn influence takes time, effort, and focus. When you know your goals, you can work towards them. We know you won’t go straight to the top when you start, but you can work your way towards booking that CEO meeting using LinkedIn.
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