5 Ways To Be Engaging Leaders On LinkedIn

Most professionals do not have a LinkedIn marketing or social-selling strategy, let alone an online sales strategy that’s aligned to revenue objectives. If you want to be a sales and marketing leader you need to create a plan that will activate your LinkedIn connections. Think of LinkedIn as a professional social media network that you can use to connect, engage, drive demand and create lead opportunities.

Yet, strategy is the biggest difference between a sales or marketing team that drives demand and enjoys consistent revenue opportunities and one that just has a presence and lots of connections it does not engage with.

How you thought about these tactics?

  • After you make a connection, how do you follow up or build on that connection? Your goal should be to develop them into a lead.
  • Do you think about the content you are sharing or posting? The content should position and differentiate yourself.
  • What discussions are you creating? Will these discussions or conversations nurture your connection (or prospect) and provide value for to your business relationship? They should.
  • Have you thought about how to introduce your company and their content to your connection and move them from LinkedIn to your website?

Here are 5 strategies that sales and marketing leaders need to think about to be engaging on LinkedIn.

  1. Social Media Presence

First, review your LinkedIn profile. Did you consider your LinkedIn profile as a strategic tool? Your profile shouldn’t be a cover letter and a resume. You should be considering how to position yourselves as an expert in your field. The information on your profile should be interesting to your target connections, market and industries.

To convey your worth, find out what kind of value your prospects are looking for and optimize your LinkedIn profile to provide value to them. Your profile should be piquing interest and starting conversations with key decision-makers that lead to revenue opportunities.

  1. Thought Leadership

Don’t just use LinkedIn as a publishing platform. It is a good medium to push out content, but the content you are posting should be pulling your prospects in. You need to plan out what type of content you can provide that will convince decision-makers to contact you. The best way is to figure out the pain points that your target connections (and their companies) may be facing and what content you can provide that would position you as a thought leader. The goal is to have your connections take action.

  1. Targeted Connection Prospecting

Review your LinkedIn connections to see how many of them are “long-shots” or who could provide introductions or recommendations. Your connection prospecting strategy should define who your main and secondary prospects and influencers are, and it should include a plan to get them to respond to your communications. The goal should be to retain their attention, so you can provide value, develop the lead (or referral) and convert the lead into a client.

  1. Engagement

It’s not about how many connections you make or followers you have on LinkedIn or any other social media platforms. More accurately, it’s about how many people you reach and engage with. Engagement and providing value should be at the forefront of your LinkedIn strategy.

The best way to engage in social media is to create a community. In LinkedIn, you can create actual groups that you manage. Remember buyers are looking for quick access to trusted experts and relevant content that helps them with their business issues. Your custom, niche LinkedIn community is an effective way to give your buyers what they are looking for.

  1. Lead Generation and Engagement

Most of the prospects you connect with on social media (and LinkedIn) platforms don’t realize what value you could provide or why they need you. It’s best to develop a lead nurturing strategy for move your connections through a defined lead generation process. Nurturing these connections will provide them with value and will encourage them to reach out for additional information.

What you need:

  • A strategy to use your content (blogs, social media posts, case studies, whitepapers, third-party research, etc.) to support your business objectives.
  • Content that will engage and provide value. Think about the pain points that will address your target audience and connections’ needs.
  • A plan for how you will nurture your connections, prospects, leads and clients. How will you move them into your pipeline and get them to engage with you?

By developing an integrated marketing strategy you will be able to create a funnel that will provide value and lead opportunities in the future.

Your Business Facebook Marketing Checklist

Well my mother just recently joined the social media world, bit the bullet and create a Facebook account. While she may have been a bit late jumping on the Facebook band wagon, the long distance telephone training sure brought her up to speed. With a wealth of opportunity for business, Facebook is now a necessity for companies. Hopefully these 9 tips will help you succeed with your Company Facebook Page.

1. You’re a Page, not a Profile

This is important very important for branding and communicating with customers. You’re not trying to make friends; you’re building an online presence and community. Start building your likes on a business page today!

2. Keep Things Current

This is a social media necessity. As you change your marketing campaigns and strategies your profile, including the About box, should change. Do a full update regularly and remember to keep updating, sharing and starting conversations. An open dialog with interesting posts, photos, and open-ended questions will drive your engagement and conversion rates.

3. Make it Visual

This means you need content. New photos and videos will help increase your social reach.

4. Schedule your Content

Avoid becoming a dull page. Scheduling will also help you stay current and avoid becoming a dull and forgotten. Take control, and see the results you planned for become realized. Lastly, test for best timing.

5. Data, Data, Analytics

Facebook provides an ample amount of analytics, which you can export. The number of likes, followers, and other interactions can provide valuable insight into what is and is not effective. Data is always good and helpful, and it’s easier than you might think to gather interaction data from Facebook.

6. Now Who Doesn’t Like a Contest?

Engagement is everything, and a contest is a great investment.  Contests attract new leads and customers and can revitalize your company page. Want new likes? Just encourage people to like, comment and share.

7. Website Integration is Key

This isn’t just for Facebook. All social media accounts should be integrated prominently on you website driving traffic to all of your online profiles, building an interactive community.

8. Facebook has Rules – Follow Them

If you don’t know already, Facebook has its own rule book  Don’t worry it’s available online. Rules include contests, advertising and photos to name a few. It’s always good to know your rules, you don’t want to get banned.

9. It’s 2013 – Think Mobile

Your entire online strategy needs to be optimized for mobile and this includes your Facebook page. Double checking your online content for mobile viewing is always recommended.

Happy Facebooking!

It’s Time to Launch your Mobile & Tablet-Friendly Website!

ImageWhether you’ve gone mobile or are just gearing up for the mobile leap, we’ve got 10 quick tips to you take the much needed plunge. Google notes that by 2013, more people will use their mobile phones than PCs to get online and since 2010, mobile searches have grown by 4 times! Customers expect your mobile website to be just as useful as your desktop site and bad mobile sites can cost you customers by pushing them to your competitors. Adobe has also mentioned that customers prefer to make purchases on mobile websites rather than apps!

These are also helpful hints to customize email for mobile use!

Hubspot reports that:

  • Nearly 10% consumers use a mobile phone or tablet to read emails
  • 39% of respondents said they open emails from trusted brands on their mobile phones
  • 49% respondents said that they have signed up for emails from 1 to 10 brands
  • Main reasons customers signed up for emails are offers/sales (61%) and discounts (59%) followed by being a regular customer (42%) and linking the brand (40%).

Keep It Quick

  • Make sure it loads fast
  • Compress your images (or eliminate some)
  • Prioritise your information
  • Keep content simple & to the point

Make the Layout Responsive

  • Aid discussion online
  • Add product details
  • Keep forms short
  • Make sure phone numbers are click to call & emails redirect to send an email

Be Thumb Friendly

  • Simplify Navigation
  • Use a clear website hierarchy and minimize scrolling
  • Keep links to 7 or less per page

Go Local

  • Include maps (Google), addresses & locations

Make it Seamless

  • Keep key site features & product/service information consistent with your desktop website

Use Mobile Re-Directs

  • Make sure your website redirects to your mobile website when searched on a mobile device (don’t worry your developer will do this)
  • Use large centered buttons

 Design for Visibility

  • Remember mobile screens are usually dim and users may be in low light
  • Use a contrast between foreground & text
  • The ideal font size is 12
  • Use negative space appropriately
  • Reduce zooming

Make it Accessible

  • Make sure your mobile site can be used on all devices
  • Find alternative to flash!
  • Implement vertical and horizontal use

Live & Learn

  • Ask your desktop users what they are looking for and what they would like to see on the mobile set
  • Always test before launch
  • Definitely use web analytics

Final Checks & Reminders