Inbound Marketing for Manufacturers Blog

    B2B Networking Using LinkedIn

    4 minute read


    There are many people who have sworn off social media, or like to pretend it doesn’t exist, or burst a vein whenever it’s mentioned.

    Take Bill Belichick for example. He’s one of the most successful NFL coaches of all time, but he recently told reporters he doesn’t use, quote, “MyFace, YourFace, or InstantFace.”

    Even if you’re like Bill, you have a responsibility to your business to be on LinkFace LinkedIn.

    LinkedIn is more than recent college graduates begging for a job. When you pull back the curtain, you find professionals of all shapes and sizes. They’re voicing opinions, becoming thought leaders, and making lifelong business connections.

    LinkedIn has evolved into a networking empire where leaders in all industries are engaging in world-changing conversations.


    The Power of LinkedIn for B2B Networking

    There are tons of statistics out there, but one remains constant across sources: LinkedIn is the number one platform for B2B lead generation.

    The graphic above highlights LinkedIn’s success in the B2B realm. It has a 274% higher visitor to lead conversion rate.

    What’s the secret to LinkedIn’s incredible conversion rate? It’s a platform based entirely around professional networking. It’s an exercise in building trust and rapport between professionals - the biggest factor in choosing a vendor.

    So how do you get those results for yourself?

    Step 1: Sign Up!

    (Proceed to Step 2 if you already have an account.)

    If you just create a profile and don’t add a photo or your job title, nobody will know who you are or what you do. Try to do as many of these as possible:

    1. Make your headline catchy
    2. Include keywords in your summary and throughout your profile
    3. Use images and other media in your profile
    4. Use detail
    5. Customize your profile URL
    6. Join groups relevant to your industry and services
    7. Please, please add a profile picture. No one likes to connect with a faceless mystery profile

    While you're doing this, create a company page as well. Fill out as much information as possible for both you and your company profile.

    Neil Patel offers great insight on how to separate yourself from a job seeker. CEOs want to connect with other CEOs, so make sure you include your company and position in your title for potential connections to see.

    Step 2: Connect!

    The next step is to connection. Don’t be the guy who sits in the corner and watches everyone else mingle. Connect with people you know, people in your industry, and even potential customers.

    Connections are compounding. When you’re connected with one person, you also have indirect ties to their entire network. Building strong, lasting relationships brings even more strong, lasting relationships.

    When you send a connect request to someone you’ve never met, always personalize the message. It’s the least you can do.

    Step 3: Engage!

    Some easy ways to engage with other professionals:

    • Like other people’s posts
    • Share other people’s posts
    • Comment on other people’s posts
    • Give endorsements
    • Give recommendations
    • Compliment others on news, milestones, anniversaries
    • Answer questions in groups (as yourself, not a mouthpiece for your business)
    • Ask questions in groups

    The goal is to connect with your best buyers. Actually make the effort to connect. We can all sniff out marketing messages and intentions to sell. That’s the single biggest turnoff for any prospect.

    Step 4: Publish!

    As LinkedIn continues to evolve, more and more people are publishing their own content on LinkedIn.

    You can publish articles, comment on or share someone else’s article, and start discussions in various groups. These are all ways to answer prospects’ questions, or point them in the direction of new opportunities.

    As you do this more, your name becomes familiar to your LinkedIn communities. Familiarity breeds trust and rapport.

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    Consistency Is Key

    If you’re just going to do it for a month or two and forget it, don’t even bother. Like other marketing outlets, LinkedIn is a compounding strategy that brings more results the longer you do it.

    Be consistent, be thorough, be helpful, and you will be successful.

    (P.S. Feel free to connect with me on LinkedIn!)

    Your content has a lot to do with whether you fail or fly with social media. Check out Content Marketing Essentials for Surviving the World of Modern Lead Generation.  

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