When you send your samples/mailers, make your calls, and deliver emails, there is an extra component that often gets overlooked. Social media has become an essential part of multi-channel marketing strategies in the last few years. Think of it as another touchpoint for your sales and marketing teams. By utilizing connections, you can create additional routes for notification, and bring your message to the top of the pile. LinkedIn is a great B2B platform to include in your toolkit because not only can you attach an introductory note to your connection, messages will “pop” on their browser, phone, and email. Likewise, advertising using LinkedIn “audiences” can allow you to reach even more decision makers while they are active on their devices.
Connecting
LinkedIn is all about the linkages. This is done through “connecting” with other users to expand your network. Once connected, you will be able to send messages freely to one another. This is a powerful attribute, especially if your other marketing efforts are unable to grab the attention of your contact; and the results can be immediate.
In addition, you can include a short note to introduce yourself. Keep it short, sweet, and not spammy. The wrong message could make people click the “ignore” button. Don’t worry though, you can go back through your list a few weeks later, revoke your connection request, and try again.
TIP: Go to the company’s LinkedIn page and look at the People tab; connect with a few of their associates which will then show you as a 2nd or 3rd degree link instead of an unknown suitor!
TIP: Sometimes the connection button isn’t visible; click the “more” button and it will be in the list.
When using a Chain Store Guide PLUS/PREMIER database, you can export the list of personnel with handles and create hyperlinks to quickly build your network. Keep in mind there is a limit to how many requests you can make (approx. 100/week). Once you have a list, create a unified multi-channel marketing campaign utilizing email, phone, physical mail, and social media to increase your chances of being seen. Then maintain those connections, sending follow-up messages on social as you would via email. If you are an administrator of your company’s page, you can also invite your connections to follow your business as well.
Advertising
You don’t have to stop at simply connecting with prospects and customers, you can also market to them using LinkedIn audiences. These are simply company or contact level segmented lists which can be used as the target for your paid advertising campaigns. With your CSG subscription, you can simply export the list of company handles you wish to include, upload as a new audience, and get started building your ads. Furthermore, you are able to filter down to specific titles and job levels which helps to increase the likelihood of a decision maker engaging with your creative.
The goal is to use multiple platforms to increase the chances of engagement. More engagement results in more revenue from new and returning business.
TIP: You can also create retargeting audiences for web visits and lookalikes for your matched lists.
Additional Reading
Marketing 101: Why Social Media
Getting Social with LinkedIn Ads
