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Creating user engagement on Linkedin for B2B Marketing

Discussion in 'General Marketing' started by pretty10, Aug 30, 2014.

  1. #1
    How can we use Linkedin effectively for B2B Marketing? Consider you have lots of new connections (people who don't know you personally or professionally). What are the easier ways to interact with those people?
    SEMrush
     
    pretty10, Aug 30, 2014 IP
    SEMrush
  2. MoneyWrite

    MoneyWrite Member

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    #2
    It really depends what you want to achieve from this - is it Sales, partnership opportunites or something else? I tend to use the "water cooler test" for LinkedIn content, is there something that my contacts can get from what I'm saying that is going to make them sound well read and clever with their colleagues so it should be:
    • Unusual perspective ("unique perspective" is overused)
    • Relevant to your business
    • Topical for their business
    • Easy to remember around the watercooler
    For example working with a performance testing testing consultancy gives plenty of opportunities to put link to stories about high profile web crashes, such as the Obamacare crash, and make some point about how some intelligent planning of performance testing would have avoided that problem.
     
    MoneyWrite, Aug 31, 2014 IP
  3. DorianWar

    DorianWar Member

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    #3
    To engage people who are your connections. Use the LinkedIn feature "Who Has Viewed Your Profile". This gives you an idea of people that are truly interested in your product or service.

    To gain more connections and exposure, LinkedIn groups work great.
    • Start contributing to groups in your niche
    • Create your own group
    Just don't try to sell people right off the bat. You could offer a free download/whitepaper/etc and have them sign-up for your newsletter so you can capture their email address and engage them outside of LinkedIn.
     
    DorianWar, Aug 31, 2014 IP
  4. JessUBotNinja

    JessUBotNinja Greenhorn

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    #4
    There is now an option to post blog posts directly to LinkedIn, which could be a good way to engage. Additionally, join, create, and be active in groups around what you are trying to promote/sell/etc. Finally, if you can categorize your contacts (how you know them, by a shared interest, etc) you can send out emails to those people as a group (hiding their email addresses) as a question, promotion, info you think will be pertinent to them, adding value etc.
     
    JessUBotNinja, Sep 1, 2014 IP
  5. pretty10

    pretty10 Member

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    #5
    Thanks for your reply. I don't want to sell anything right now but just want to engage with more business people. Yes, I'll focus on being active on groups.
     
    pretty10, Sep 1, 2014 IP
  6. pretty10

    pretty10 Member

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    #6
    Thanks for your suggestion! Yes, trying to sell to people we don't know is always a bad thing to do.
     
    pretty10, Sep 1, 2014 IP
  7. pretty10

    pretty10 Member

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    #7
    Thanks for your reply! Actually I'm not looking for sales, but I want to engage with more business people and build good business relationships. Honestly I don't understand what you mean by "water cooler test". How can I apply it if I want to target "business owners" for example?
     
    pretty10, Sep 1, 2014 IP
  8. web3k

    web3k Member

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    #8
    Two ways, one of which can be seen as invasive and you might lose some contacts over it, while the other way is quite a good way to engage IMO.

    1) Sell directly to them; Send your contacts a message introducing yourself (if you don't know them personally) and your services. Let them know you'd be happy to have a chat when the time arises they're looking for someone like you to help them out.

    2) Create a group about the topic or industry vertical your business is in. Invite your contacts and post relevant information to the group (i.e. how to overcome challenges when procuring services in your industry, how to find the right company). Encourage activity and participation. Ensure you become a thought leader in this group, contributing conversation and helping people out. People in this group will see you as a thought leader and someone to go to when they need services you offer.
     
    web3k, Sep 1, 2014 IP
  9. MoneyWrite

    MoneyWrite Member

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    #9
    The watercooler test is "will this be discussed around the office watercooler". If it is original, has some easy hooks that the reader can remember and makes them sound clever then it probably will be. If not, then probably not.
     
    MoneyWrite, Sep 3, 2014 IP
  10. ArticleSpecialists

    ArticleSpecialists Active Member

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    #10
    You might be "over thinking" this.

    If you are just wanting to engage and meet new people, then just send them a simple note asking how business is in their area and mention you are trying to expand your professional contacts. Most people don't take offence at that, as long as you are not jumping into a sales pitch. Tell them why you are interested in their market and them.

    Keep it low-key and friendly. Make sure you have really READ their profile and know about them, their company, and their market and desire to engage with them for more than just future gain. Most successful business people like to expand their contacts, or they would not be on LinkedIn in the first place.
     
    ArticleSpecialists, Sep 3, 2014 IP