Leveraging LinkedIn to Grow Your B2B Business Through Social Media

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I love to teach. I love teaching people how to leverage LinkedIn. One of my favorite courses, and humbly one of the best I’ve ever created and teach on a regular basis, is my latest course on LinkedIn. I call it TRIBE. The reason I call it TRIBE is because it’s built around a concept of just focusing on 150 contacts and optimizing them to help get your messages out there. I’ve broken it down into 4 key parts and I’ll share them with you here in a moment.

Companies tend to lump social media into a marketing category when I see it differently. I consider Linkedin as a relationship marketing tool.

What confuses most people is how others use it. They see it as a gigantic list of cold calls. We were all connected and launched. That’s not what it was designed for. This spray and pray or wish marketing will have the same social media results as if you just mailed a postcard.

In order to get different results, you need to start using LinkedIn differently.

You already have what you need

The concepts I teach are mostly based on B2B businesses with sales teams. This assumes you have multiple employees. Let’s say you have 10 people, you can get them all to use LinkedIn in the same way. If each of them has 150 contacts who pay attention to what they are doing, you now have over 1,500 people who will see your messages.

Let’s take a look at some of the concepts so you understand the basics of how it all works. One of the most important things to realize is that you probably already have everything you need.

You have clients and hopefully you can find them on LinkedIn. You should have a company page with all of your employees linked or associated with it. These two, when used as a system, help you amplify your reach within the LinkedIn platform.

Then you most likely have existing content. I guess you probably have a mix of blogs, videos, podcasts or something that can be shared. While creating new content is important, using old content is also important. This gives more life to whatever you have already invested.

One of the keys to your business success with this system is to help your sales team better manage the relationships they already have with your current customers, past customers and help them attract the right leads for your business.

In my experience with my own businesses and those of my clients, this system simply works and the results can be amazing.

Next, let me review the three core principles.

Optimize your team

The first part is to ensure that everyone in your organization has unified profiles. This means that everyone has a quality portrait. All of their header images represent your business. And they have something known as a title as opposed to just a job description. A title describes who you serve, the problem they have, and how that person solves it. A job description is just a vice president of sales at My-co.com.

Then you can help them by using the new creator mode on LinkedIn to show your content to your ideal audience. Aligning everyone in this way creates a unified message for everyone watching or working with your business.

Optimization of connections

The next thing you want to do is get everyone in your organization connecting with the right people. You don’t want to connect with everyone first, you want to connect with people who are already associated with your business and then focus on leads.

You want to start by getting every salesperson or customer service person to connect with the people they serve. In other words, connect with your customers first. Next, you want to make sure everyone is connecting with past customers. You never know if they’ve moved on to other companies or taken on new jobs where your company can reconnect with them and increase your sales base.

And finally, if you’re working with prospects, you want to make sure you connect with them on LinkedIn as well. All of your content should be served to your ideal audience. Prospecting is important, but connecting with the people you already serve is one of the best ways to use LinkedIn as a tool that gets your messages to the right people at the right time.

Optimize your content

The third and final piece of this puzzle is to gather and share high-quality content. What does it mean? There are three different types of content. There is awareness content, educational content and sales content. Outreach content is usually aimed at prospects. It’s just a quick graphic or video that stops scrolling and says, “We’re here, and we’re doing it for you!” Educational content is for your current and past customers. And finally, sales content is for people who have already made or are ready to make a purchase.

After creating your content, you can share it in different places on LinkedIn. You can share on your staff profiles, you can create articles, you can share it on your company page, then share it in groups. Again, the key here is for everyone within your organization to share your content. This way, people who follow your business get a unified message, and you control that message by sequencing and sharing your content in a timely manner.

Another thing I mentioned earlier is that old content is great. It can be repurposed and put together as lead generation and training materials that can help people better understand your products and services, your unique selling proposition, and what makes you better for them as a supplier. solutions.

Optimize the SYSTEM

The three things, having great profiles, making sure you’re connecting with the right people, and posting great content, all work together as a system. When everyone in your organization is on the same page and understands that they are responsible for monitoring and responding to any comments or engagements on their own personal profile, then they begin to amplify your posts and engage with your customers consistently and profitably. This system works best when everyone understands the end game; to take people away from social media and have a conversation via email, phone call or in person.

Final Thoughts

LinkedIn is the perfect B2B solution because it’s where people spend time engaging and learning about business. They don’t mess with cat videos or anything political. It should be used as a soft promotional tool that is less sales oriented and more informative. And leveraging LinkedIn is the perfect way to amplify those messages.

The final piece of this puzzle is to make sure you create new content on your own website and have your sales team and customer service team share it on LinkedIn. When people click on it, they end up on your website and it becomes measurable traffic that you can build on.

LinkedIn is much more than just a social network. It’s a tool that will help you, your sales team, and your business engage with the right customers at the right time.

I would love to hear your thoughts on this. Comment below and share your thoughts, ideas, or questions on what great tips you would share for leveraging LinkedIn. How does your business ensure that people interact with people? Have you worked to amplify your marketing message? What worked and what didn’t meet your expectations? Do you have any ideas or other tips to share?


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