LinkedIn is the go-to social media platform for business professionals. Every second, two professionals join the platform which had over 590 million users by the end of 2018. If you're not using LinkedIn for your professional services business, you're missing an opportunity to reach your professional, target audience.
When using LinkedIn, you have a lot of methods to pick from.
If you don't know how to use LinkedIn for business, a few of the methods that we're seeing professional service businesses use in their LinkedIn marketing strategy, are:
1. Professional Outreach
Cold outreach is common on LinkedIn, and it's an effective way to target potential clients. You'll need to be a LinkedIn Premium member to use the platform's InMail feature, or you can purchase credits. InMail is 2.6 times more effective than cold email, and it allows you to get conversations started with businesses and potential clients. Also, you can contact connections that you already have for free.
When you reach out to potential leads, find a common ground, introduce yourself and your business, and keep your message short. Use professional outreach for networking and connecting with your target audience.
2. Content Marketing
LinkedIn marketing is huge, and you can use your content marketing to educate and nurture potential leads on the platform. LinkedIn offers numerous content types:
- Photo posts
- Video posts
- Company pages
You don't want to be over-promotional. Indeed, a good mix of content will be 10% promotional and 90% high-end content. When you start educating your audience, you'll be able to turn yourself into an authority figure, gain potential client trust and increase leads.
3. Joining Relevant Groups
LinkedIn groups offer you the opportunity to grow your network and reach potential clients. When you search "legal groups", you'll find groups with thousands of members. The eDiscovery Networking Group, for example, has 2,200 members and offers a network for legal practitioners.
You'll be able to increase your business' brand while also networking with like-minded professionals and potential leads by joining groups.
Remember to be active in these groups to leverage their members properly.
4. Adding People Through the Search Feature
You've been to a conference or networking event. There, you met some great people, and you've heard all about cutting-edge companies. Bring the conversation further by adding people through LinkedIn's search feature.
You can choose to follow companies, follow employees of the company and build a deeper relationship in the process.
When you remember a person's name or company and add them on LinkedIn, it makes you stand out from the crowd. You may even be able to leverage this connection in the future to make a sale.
5. LinkedIn Ads for Further Engagement
LinkedIn ads may be an option, but we often recommend ads after you know how to use LinkedIn for business. You can advertise on LinkedIn in numerous ways:
- Sponsored content
- Sponsored InMail
- Text ads
Sponsored content is a great way to increase website traffic, drives engagement and can also increase follower accounts. Sponsored InMail can help you generate strong B2B leads, engage with prospects and advertise promotions or events. Text ads are a great option when trying to attract employees, drive traffic to your landing page and get in front of B2B audiences.
You can use all forms of ads, or you can choose one and adapt it based on conversion rates.
Need help getting started?
Contact us today to get started with content marketing on LinkedIn's 590+ million user platform.