I’ve helped a range of industries promote their services on various social media platforms, but for my B2B clients - especially those focused on building awareness around newer technologies and/or wanting to build thought leadership among their core team, LinkedIn is the front runner.
In this blog, I’ve combined some basic “best practices” of LinkedIn marketing, along with some newer trends. As you read through this list, remember that creativity and innovation can set you apart on LinkedIn, but authenticity and value should always be at the core of your marketing efforts. Tailor your approach to your specific industry and target audience, and be prepared to adapt as LinkedIn continues to evolve.
Here are 14 strategies that businesses can use to leverage LinkedIn for client acquisition:
1. Optimize Your LinkedIn Profile:
Your LinkedIn profile serves as your digital business card. Make sure it's complete and up-to-date. Include a professional photo, a compelling headline, a concise and engaging summary, and a detailed work history. Keywords are essential here, as they make it easier for potential clients to find you through search.
2. Connect with Your Network:
Building a strong network is one of the core principles of LinkedIn. Connect (and engage) with people you know and trust, including colleagues, clients, and industry contacts. Your immediate network can become a valuable source of referrals and introductions to potential clients.
3. Join and Engage in LinkedIn Groups:
LinkedIn offers numerous groups centered around various industries, interests, and professions. Join relevant groups to connect with like-minded professionals and potential clients. Engage in discussions, share your expertise, and provide value to establish yourself as an industry authority.
4. Content Marketing:
Posting regular, high-quality content on LinkedIn can help you establish yourself as a thought leader in your field. Share industry insights, success stories, and informative articles. Content marketing not only showcases your expertise but also attracts potential clients who are seeking solutions in your niche.
5. LinkedIn Ads:
LinkedIn Ads can be a powerful way to target and reach potential clients. You can create sponsored content, display ads, and message ads tailored to specific demographics, job titles, and industries. It's a paid strategy, but it can yield significant results when used effectively. When I boost posts for my clients, I like to wait 1-2 days to see how the post does organically among their existing followers before boosting to a wider audience.
6. Direct Outreach:
When you've identified potential clients, don't hesitate to reach out directly. Personalize your connection request or message, explaining how you can provide value to them. Building relationships and demonstrating your commitment to solving their problems can lead to meaningful client relationships.
7. Video Content:
Video is a powerful medium for engaging with your audience. Use LinkedIn's native video feature to create short, informative videos that showcase your expertise, highlight client success stories, or provide quick tips. Video content tends to capture more attention and can help you stand out in a crowded feed. And like most social networks, LinkedIN favors content that keeps people engaged within the site - rather than having you link somewhere else (ie YouTube) to watch the video
8. LinkedIn Polls and Surveys:
Engage your network by creating polls and surveys. This can be a fun and interactive way to gather insights and engage potential clients. You can use the results to tailor your services to meet their needs.
9. Content Collaboration:
Collaborate with other professionals in your industry to create and share content. This can help you tap into each other's networks and expose your business to a wider audience. Although there are many ways to do this, the easiest is to tag partners whenever possible.
10. LinkedIn ProFinder:
If your business offers professional services (e.g., consulting, writing, design), you can join LinkedIn ProFinder. It connects you with clients seeking your specific services, providing a streamlined way to find potential clients.
11. Employee Advocacy:
Encourage your employees to actively engage on LinkedIn. When your team shares your company's content and advocates for your services, it amplifies your reach and helps in client acquisition. There is also an option to automatically notify employees when you post new content to your company page, so they can easily know when to share.
12. LinkedIn Recommendations:
Rather than simply asking for recommendations for your profile, offer to write recommendations for others. When you write a thoughtful recommendation for someone, they're likely to return the favor. This can increase the visibility of your profile and foster goodwill in your network.
13. LinkedIn Open for Business:
Use the "Open for Business" feature to indicate that you're open to new opportunities, collaborations, or client inquiries. It can help potential clients find you more easily.
14. LinkedIn Article Publishing:
While this feature is not new, it's often underutilized. Publish in-depth articles or blog posts on LinkedIn to establish your authority and provide valuable insights to your connections. As with most social networks, LinkedIn favors posts that keep people engaged on the platform. That’s why it's better to post your article directly to LinkedIN, than link out to your own blog.
Success on LinkedIn takes time and consistency. It's not just about finding clients; it's about building meaningful relationships and providing value to your connections. Nurture these relationships, and over time, they can lead to client referrals, partnerships, and even long-term business opportunities.
Do you have another approach on LinkedIn that I should have included in this list? I’d love to hear about it.
Holly Berkley is a professional Online Marketing Consultant and author of eight Internet Marketing books. She focuses on helping all size businesses increase online sales and dramatically boost web site traffic through proven online marketing concepts. Berkley’s most recent book is “The Social Media Advantage – An Essential Handbook for Small Business” Learn about her latest books and marketing services at www.BerkWeb.com