You know your B2B business should be doing more on Linkedin. The audience is there, so converting leads should be straightforward. But where and how to run marketing campaigns on LinkedIn needs expertise and proven strategies that use LinkedIn tools.
Learning to use LinkedIn for marketing is worthwhile for many reasons. The quality of the connections you can forge on this B2B platform and the lucrative nature of the relationships it can create.
Of course, there are many ways to go about lead generation, prospecting, and follow-up marketing on LinkedIn. In this article, we look at how customization is critical to converting LinkedIn leads, including:
- Marketing Automation
- Customer Discovery
- Value Proposition
- Align Sales Pitch
Customization Is Key To Conversions
The challenge is to find an impactful and achievable approach with your available resources. Customization is critical to conversions in this context, so let’s consider your options to add a personal touch to your campaigns.
Automation is beneficial
If you don’t know much about LinkedIn marketing automation, you might assume this is the antithesis of the custom marketing experience. Indeed if you are targeting contacts with automated software rather than crafting every message you send by hand, won’t your campaign will feel both overly generic and unambiguously sales-focused?
Thankfully the reality is quite the opposite of this. The latest tools for LinkedIn marketing automation can handle outreach and campaign curation in a manner that includes all sorts of personalization.
Modern marketing platforms can meld automation with customization almost seamlessly. For example, putting together lists of prospects that align with your brand’s values to sharing similar interests with your target audience and enabling custom tweaks within individual messages and entire follow-up threads;
This is the most important lesson to learn about automation in a marketing environment;. At the same time, the software may take tedious tasks off your hands and manage them almost robotically; you can still act as the output architect, ensuring that the conversion-friendly human element is not missing.
Audience research is essential
Another aspect of marketing via LinkedIn that cannot be understated is the need to conduct comprehensive research on your intended audience, aka customer discovery, to carry out the tailoring, as mentioned earlier, in conjunction with software automation. This is crucial when writing LinkedIn headlines, and when concocting the messages you intend to send to specific contacts to expand your B2B network and build relationships.
Researching your audience is not just about guaranteeing that your marketing efforts get seen by the right people but also about preventing them from being given to the wrong people. Efficiency is the key, and if you are still struggling to connect with an audience, look to see what rivals in the same space are doing for inspiration.
Demonstrating value is vital
LinkedIn is not like other platforms when it comes to marketing. It is specifically built around allowing business users and professionals of all backgrounds to communicate. Unlike other social networks, this means there is no expectation of being directly marketed to. As such, your customization has to be done to avoid some of the more overt strategies found elsewhere.
Instead, it is better to approach prospects to show tangible, quantifiable value to forging a relationship together. It seems like a two-way street, and the benefits are not just flowing in one direction, with you getting the most out of the arrangement. This is partly why previous audience research is such a powerful tool. It is also why automation can help again. The more complex your prospecting and lead generation becomes on paper, the quicker it will be to handle the legwork with software rather than manually.
Hyperbole is unhelpful
While it makes sense to shout loud and proud about your products and services in many marketing scenarios, this is not an effective strategy when putting together campaigns for LinkedIn.
Part of the customization process must be the stripping away of hyperbolic statements and sentiments, partly because you may be targeting people in the same industrial niche as you. Such bullish bragging simply won’t ring true here, even if it works to coax consumers onboard with your brand.
It may seem like a thin line to walk when courting contacts to convert them via LinkedIn. It is definitely something you will master more successfully through experience and the right tools.
B2B marketing is possible through various platforms today, and LinkedIn is undeniably appealing because of its focus on business and the ability to automate interactions and entire campaigns through software.
Most importantly, you must be critical of your performance and track how campaigns fared after launching. This is the only way to improve in the future and also see where and why you are succeeding. See this article – networking on LinkedIn.