Are you exasperated because you are struggling to meet your start-up’s marketing objectives? If you are pouring time and money into a comprehensive integrated marketing communications strategy that includes social media, but are still failing to meet those objectives, you may want to turn your attention and resources towards LinkedIn.
Millions of professionals use LinkedIn to connect with other companies and professionals in their industry, to access high-quality content and to build their professional networks. Today, the site has close to 400million members, and roughly two new users join every second. That’s a huge audience, and you want to be a part of it. So how, specifically, can LinkedIn help your start-up improve its mass communications strategy and meet its marketing objectives? Let’s take a look.
Boost your company’s visibility and enhance its credibility. For all businesses, and for start-ups especially, customer acquisition is a key marketing objective. After all, if you don’t have a steady stream of customers, you are going to go out of business pretty quickly. In order to attract new customers, your business needs to position itself as both highly-visible and highly-credible within its target market. LinkedIn isn’t just an opportunity to showcase your business to the world - it also allows people in your professional network to endorse your business, its skills, and its offerings. Any time your start-up receives an endorsement, it will show up in the LinkedIn newsfeed of anyone in your network, bringing improved visibility and greater credibility. To maximise your LinkedIn endorsements, make sure you list all your start-up’s skills and offerings in its profile so people can easily endorse you. It also helps to endorse people in your network so that they will return the favour.
Syndicate content. A blog is a powerful mass communications and marketing tool, not only enhancing visibility but improving lead generation and boosting customer acquisition rates. Eight out of ten consumers in the US report that they believe the information published on blogs is trustworthy, so if you have great content, you want them to see it. When wondering how to promote your blog effectively and improve the visibility of your blog posts, again, we can turn to LinkedIn. It is an excellent way to syndicate content, and it allows you to publish directly on the site. In fact, 300,000 pieces of long-form content are published on LinkedIn every week. You can also link to content on LinkedIn in order to drive traffic to your own blog. Either way, a well-executed blogging strategy can do wonders for your marketing efforts.
Engage in highly-targeted marketing. One way to more effectively meet your marketing objectives is to better target your target market, or the people who will be most interested in the products and services you offer. Luckily, LinkedIn is a dream scenario for targeted marketing. You can easily zero in on the exact industry, age, location, and profession of users, making it easy to market directly to those most likely to make a purchase. LinkedIn’s group features can also work wonders. Groups gather together users with similar professions or those in the same industries. These groups present an opportunity to connect with key partners and spread your message.
‘I have tried every marketing advertising campaign under the sun, from radio, TV and newspapers to direct mail. When I look back at the time and money we've spent in designing those campaigns, none of them have proved to give us a better return on investment than using LinkedIn,’ says Alex Pirouz, founder of Linkfluencer, the world’s leading online community for LinkedIn training. ‘It allows us to find, connect, and build a relationship with hundreds of potential clients with ease, all under one platform. It's never become easier to build a sales funnel of targeted leads.’ Pirouz is someone who knows what he is talking about.
Develop personalised relationships with customers. I’ve discussed in earlier articles that LinkedIn is a modern day business card. In today’s hyper-competitive world of marketing, customers expect brands to take the time and effort to develop personalised relationships with them. LinkedIn is an excellent forum for developing these relationships, allowing you to reach out directly to individual customers.
The bottom line? For start-ups, LinkedIn is a crucial component of any integrated marketing communications strategy. A comprehensive LinkedIn strategy can help your brand improve its visibility and credibility while also greatly improving lead generation and customer acquisition rates. It’s time to consider how your business can use it to maximise its potential.