Everywhere you look, people are telling you that in order to promote your business, you’ve got to leverage the plethora of social media channels that seemingly sprout up on a weekly basis. And it’s true: with more than 1.2 billion users on Facebook, for example, marketers are simply unable to ignore social media networks any longer.
With time serving as an ever-present obstacle — after all, there are only so many hours in the work week — many marketers might not have enough time on their hands to devote toward managing multiple social media accounts. So if a marketer’s goal is building valuable leads via social media networks, is there a specific network he or she should target?
According to recent research, there is.
Out of all social media networks, LinkedIn had the highest visitor-to-lead conversion rate: 2.74%. That might sound negligible, but that compares to Facebook’s 0.77% and Twitter’s 0.69% rate. Or in other words: Marketers are almost three times more likely to generate a lead via LinkedIn than via Facebook. And logically, that makes perfect sense: After all, LinkedIn is a social network for business professionals.
Setting Yourself Up For Success
If you’re a marketer looking to generate valuable leads via LinkedIn, here’s the good news: It’s not as hard as you might think. Let’s take a look at five things you need to do before you start reeling in those prospective clients.
Build a Strong Profile.
If you’re new to LinkedIn or social media in general, fear not: It’s not too difficult to set up a nice profile. You’ll need to fill out the various fields and upload a picture. Once you’ve done that, try to add some connections and click around the social network to get a feel for it.
Connect With Movers and Shakers in Your Industry.
Search your mind for people you should be connected with — those with whom you’ve worked or done business with over the years — and connect with them. Once you’ve hooked up with a decent amount of people, why not search for your industry’s movers and shakers and try to connect with them as well. For example, those in the automobile industry might want to connect with Elon Musk of Tesla Motors, while people who are in the software game might want to connect with Bill Gates. The more active the person is in your market, the better. Imagine sharing content that impresses someone like Musk or Gates? Who knows where that could lead.
Become a Member of Pertinent Groups.
Here’s the great thing about LinkedIn: Professionals from across the country — and the world — elect to join groups based on their business interests. That means that you don’t have to spend much time tracking down people with whom you might form beneficial partnerships. If, for example, you’re in the heavy equipment rental business, it might make sense to check out the Heavy Truck and Equipment Pros group — which has more than 7,950 members — and the Heavy Equipment Operators group — which has more than 9,650 members. You know that the people in those groups share common interests.
Construct a Thorough Editorial Calendar.
Thanks to LinkedIn’s new blogging platform, you no longer have to be a world-renowned genius in order to share content with the general public. It is important to remember, however, that if you are going to start blogging on the social network, it’s important that you carefully plan out your content calendar ahead of time. You don’t want to spend a week crafting the perfect first blog only to be swamped with work the week after your post it. After generating interest following an inaugural post, you need to keep up with posts in order to keep the interested parties connected to your blog feed. Many businesses that launch blogs don’t maintain them. By constructing an editorial calendar with sketches of blog ideas, you’re able to stick to a schedule and keep readers coming back.
Create Corresponding Content and Disperse It.
Once that editorial calendar has been created, all you have left to do is create the corresponding content and share it with your network. The amount of time any marketer has at his or her disposal is contingent upon many factors, so whether or not you yourself have the time to construct the content is not as important as making sure it gets written no matter what. If you have the time, you can choose to write all the content yourself; you could enlist an in-house team and rotate authorship responsibilities; or you could choose to outsource the responsibilities and have your blogs ghostwritten by an agency.
It goes without saying that the more leads any business generates, the more likely that business is to make sales. With this in mind, business owners and their marketing teams need to employ a variety of methods geared toward increasing the number of leads they encounter. One such way to increase leads is by leveraging social media networks — LinkedIn, in particular — in order to tap into an engaged network of professionals.
How do you generate leads on LinkedIn? Share in the comments below!