Without spending a dime on ads, you can still sell your product or service through LinkedIn. Make connections, utilize LinkedIn's powerful search tools, and post great content to get your foot in the door with new prospects.
When it comes to social media marketing, LinkedIn is an absolute powerhouse in terms of B2B sales potential. What matters most is how effectively you use the tools at your disposal. Here’s a quick run-down on why LinkedIn marketing works, along with the basics of selling through LinkedIn without using ads.
Selling Through LinkedIn: It Doesn’t Get Better Than This
If you’re reading this article, you probably already have an inkling as to the size of LinkedIn’s B2B sales audience. However, when you realize exactly how powerful marketing through this site really is, there’s no way you’ll want to miss out on it. LinkedIn yields almost four times the amount of conversions of its three nearest social media competitors combined.
Steps to LinkedIn B2B Marketing Success
1. Treat your company page like an elevator pitch.
Let’s be honest: who reads company bios purely out of curiosity, and nothing more? The fact is, if prospects are visiting your company’s profile, they’re already “warm” enough to convert. With all of that free real estate sitting on your company page, give them that extra push to help them become customers.
Catch your audience’s attention with an eye-catching header photo and profile picture. Bait the hook with some great introduction copy in your company description. Include your target audience, value propositions, and calls to action. Then, make every update conversion-centric to snatch up the readers who missed the click-through in your company description.
2. Segment your prospects into fun-sized funnels with Showcases.
One of the latest LinkedIn features, "Showcases," are perfect for B2B marketers. In the LinkedIn team’s own words, Showcases “are intended to develop long-term relationships with a specific audience.” They provide you with a larger header photo for your product, more dedicated space for backlinks to your service or product, and more visibility for your recent updates.
The same rules apply here: you’ll want to make these showcase pages primed for conversion. For more information on making a Showcase page, see LinkedIn's guide.
3. Make use of LinkedIn’s powerful search tools.
Even if you don’t have a premium LinkedIn subscription, the platform gives you a lot of high-powered tools. Use these to zero in on your audience. You’ll be able to target everything from location and current company to past companies, schooling, and industries connections are involved in. You’re also able to save searches you make, as well as search for groups rather than individuals.
4. Make yourself visible with great content.
When you post on LinkedIn on a regular basis, you’re not only establishing yourself as a knowledgeable professional in your field, but you’re also going to rank higher and more often in content searches. Remain relevant to your target audience by giving them great, helpful posts with a clear industry focus and opportunities to backlink to your company webpage.
While a lot of these approaches are fairly general, that’s because there are so many ways to use each of them to accomplish your B2B marketing goals. With a little practice, LinkedIn could very well become a highly-efficient funnel for prospects. Once you master this approach, you’ll be selling through LinkedIn like the pros, all without having to pay a single cent of ad fees.