I love teaching. I love teaching people how to use LinkedIn. One of my favorite courses, and humbly one of the best courses I’ve ever created and regularly teach, is my newest LinkedIn class. I call it TRIBE. The reason I call it TRIBE is because it is based on the concept of only focusing on 150 contacts and optimizing them to get your news out. I’ve broken it down into 4 key parts and I’ll be sharing them with you here shortly.
Companies tend to put social media into one marketing category while I look at it differently. I see Linkedin as a relationship marketing tool.
What confuses most people is how others are using it. They consider it a huge cold calling list. We were all connected to us and pitched. That’s not what it’s meant for. That spray and pray or wish marketing will get the same results on social media as if you just sent a postcard in the mail.
To get different results, you need to approach the use of LinkedIn differently
You already have what you need
The concepts I teach are mainly based on B2B companies with sales teams. This assumes that you have several employees. Let’s say you have 10 people who you can all get to use LinkedIn the same way. If each of them has 150 contacts listening to what they are doing, you now have over 1,500 people seeing your messages.
Let’s examine some of the concepts so you understand the basics of how all of this work. One of the most important things to realize is that you probably already have everything you need.
You have customers and hopefully you can find them on LinkedIn. You should have a company page that all of your employees are linked or linked to. These two, when used as a system, will help you increase your reach within the LinkedIn platform.
Then you most likely have pre-existing content. I suspect you have likely have a mix of blogs, videos, podcasts, or something that can be shared. While it is important to create new content, it is also important to use old content. That gives everything you have already invested in more durability.
One of the keys to your business’s success with this system is helping your sales team better manage the relationships they already have with your current and past customers and helping them attract the right prospects for your business.
From experience with my own and my customers, companies, this system simply works and the results can be amazing.
Next, let me go over the three core principles.
Optimizing your team
The first part of this is to give everyone in your organization consistent profiles. That means everyone has a high quality headshot. All of their header images represent your company. And they have what is known as a headline, rather than just a job description. A headline describes who you are serving, what problem you are facing, and how that person solves it. A job description is only VP of Sales at My-co.com.
Next, you can help them out by using the new Creator Mode on LinkedIn to showcase your content to your perfect audience. When you align all of them in this way, you get a unified message for everyone who looks at or works with your company.
The next thing you want to do is get everyone in your organization to connect with the right people. You don’t want to get in touch with everyone, first, you want to connect with people who are already connected to your business and then focus on prospects.
You want to start with each salesperson or customer service representative connecting with the people they care for. In other words, connect with your customers first. Next, you want to make sure everyone is connecting with previous customers. You never know if they have moved to other companies or taken on new jobs that will allow your company to reconnect with them and increase your sales base.
Finally, when you work with prospects, you want to make sure you are engaging with them on LinkedIn, too. All of your content needs to be presented to your perfect audience. Finding customers is important, but connecting with the people you already serve is one of the best ways to use LinkedIn as a tool that gets your messages to the right people at the right time.
Optimize your content
The third and final piece of this puzzle is pulling together and sharing quality content. What does that mean? There are three different types of content. There is awareness content, educational content and sales content. Awareness content is usually aimed at interested parties. It’s just a quick, scroll-stop graphic or video that says, “We’re here, and we’ll do this for you!” Educational content is aimed at your current and past customers. Finally, sales content is aimed at people who have already made a purchase or are ready to make a purchase.
After you’ve created your content, you can share it in various places on LinkedIn. You can share on your employees’ profiles, you can create articles, you can share them on your company page and then share them in groups. Again, the most important thing is that everyone in your organization shares your content. That way, people who follow your business will get a unified message, and you can control that message by ordering and sharing your content in a timely manner.
Another thing I mentioned earlier is that old content is great. It can be reused and delivered as lead generation and educational material that can help people better understand your products and services, your unique selling proposition, and your benefits as a solution provider.
Optimization of the SYSTEM
All three of these things, having great profiles, making sure you’re connecting with the right people, and posting quality content work together as a system. When everyone in your company is on the same page and understands that they are responsible for monitoring and responding to comments or engagements on their own personal profiles, they begin to reinforce your messages and engage with your customers in a cohesive and profitable manner To get in touch. This system works best when everyone understands the endgame; to remove people from social media and have a conversation by email, phone, or in person.
LinkedIn is the perfect B2B solution because it is where people spend time engaging with the business and learning about the business. They don’t play around with cat videos or anything political. It should be used as a soft promotional tool that is less about sales than more information. And using LinkedIn is the perfect way to reinforce those messages.
The final piece of this puzzle is making sure that you create new content on your own website and that your sales team and customer service team share it on LinkedIn. When people click on it, they’ll land back on your website and that turns into measurable traffic to build on.
LinkedIn is much more than just a social network. It’s a tool that helps you, your sales team, and your company engage with the right customers at the right time.
I would like to hear your thoughts on this. Comment below and share your thoughts, ideas, or questions on what great advice you would share on using LinkedIn. How does your company ensure that people interact with people? Have you worked on strengthening your marketing message? What worked and what did not meet your expectations? Do you have any ideas or other advice that you could share?
Author: Brian Basilico
Brian Basilico is a nationally recognized writer and public speaker. He is the founder and president of B2b Interactive Marketing Inc., an award-winning marketing consulting and manufacturing company in Aurora Illinois. B2b helps businesses and nonprofits to market their products and services through the effective use of online tools, including; Websites, blogs, … Show complete profile >