As a professional sales network, LinkedIn is the most popular social media platform out there.
It has evolved into an essential and lucrative tool for businesses to prospect, generate leads, nurture your brand image and build relationships. This is particularly true amongst the UK manufacturing and engineering industry - in which there is a wealth of market leaders who are active on the site.
However, the medium has become so vast that it is often difficult for firms - particularly those who are migrating to a more digital way of working - to implement techniques that will efficiently and effectively produce them results. Keep reading to discover some actionable ways in which you can boost your B2B selling on LinkedIn today.
1. Don't Just Post About How Great You Are
Whilst posting regularly and being active is key with LinkedIn, it is important that you diversify what you are posting. Promoting your business and looking to make sales will often be the overall goal, however, building brand awareness and developing relationships are equally vital for success.
Instead of every post being about how great your product or service is, make sure this doesn't take up 100% of your content. For example, use the platform to show how active and involved you are within your sector and supporting UK industry more broadly.
Top Tip: The Backing Britain logo provides a great opportunity for our members to do this - which you can download from the "Resources" section of your account.
2. Comment, Like, Comment, Like, Comment, Like
It is well documented that the red notification on social media triggers an endorphin rush and heightens peoples' sense of self-worth and happiness.
Ultimately, associating yourself with that little rush of excitement will do wonders for rapport. Putting in the hours with liking and commenting on your prospects' posts is therefore key in developing those relationships and keeping your brand at the forefront of their psyche.
3. Join and Engage in Groups
The sense of inclusivity attached to LinkedIn groups also makes it easier to break the ice and make connections as people will be far less wary of those communicating from a network they are already part of. For example, Made in the Midlands and Made in Yorkshire members can join exclusive community groups on LinkedIn.
Here are some ways you can boost your sales success by building relationships in LinkedIn groups:
- Commenting on other member’s posts with your opinion
- Posting content that promotes your brand (occasionally)
- Assisting the community by answering questions
- Asking questions
- Reposting other people's content that you feel is valuable to the group
4. Add Every New Customer to Your Network
It is vital to connect with every new customer for two reasons:
1) It makes asking the right person for a referral to another prospect a lot easier - you can simply visit the prospect's profile and see if any of your current customers have a shared connection!
2) If a customer moves to a new company or gets promoted then this gives you a seamless opportunity to reconnect and either see if their new company is a good fit for your service or upsell them.
5. Use Introductions Carefully
Simply going sending a template message to someone you connected with 5 minutes ago is the definition of burning leads.
Going in for the hard sell straight away will very rarely work. Instead, introduce yourself to someone seamlessly without asking for anything in return - or better yet - without explicitly selling your service. You can do this by highlighting an interest you both have in common, for example:
From here, you should the tips above such as building a relationship organically with likes and comments, before reaching out again later down the line.
Made in Group host a range of virtual events for our members to attend. Our Made Masterclass on Tuesday 27th October will be about how to successfully interact with potential prospects and other businesses via Linkedin. It will include:
- 5 actionable ways to boost your Linkedin social selling
- Building rapport
- Effective ways to prospect
- And more!
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