May 10, 2017
If you are an online marketer, you may have already tried to leverage the power of social media in today’s competitive landscape. As more and more brands go social, you need to establish yourself in a way that makes you stand out from your rivals. But given the differing marketing requirements of brands, is it required for a brand to leverage all social platforms?
Not necessarily. If you are a B2B marketer, you may find LinkedIn a useful platform for communicating with other industry professionals. LinkedIn has more than 467 million user profiles, out of which 80 percent are decision makers in their respective companies, thus becoming the largest platform connecting businesses across the globe. But like all other social media platforms, the success of LinkedIn marketing also depends on one crucial factor: trust.
Building trust on LinkedIn
If you already have a LinkedIn profile, you can use it to build client trust in the following ways:
Optimize your LinkedIn profile: Just like SEO on websites, your LinkedIn profile should be optimized for better visibility. You can make it easier for prospective clients to search for your profile by using specific keywords in your profile information. If you focus the wording of your profile on what your prospects will be searching for, you are likely to grab more eyeballs on LinkedIn.
Grow your networks: To start growing your network, you can focus on your first degree connections, their connections and LinkedIn groups. Look for people you may know, both professionally and personally. You can invite your existing contacts, either manually or by importing your address book. In short, you should focus on building a large network of people who are likely to trust you and your brand.
Create content: Like all other social platforms, content that informs and engages thrives on LinkedIn. You can curate content related to your production processes, industry news or any other valuable articles and blogs that showcase your brand’s relevance to your target audience. Your content should be integral and consistent, reflecting the true essence of your brand. Your content should converse in the language of your brand so that your audience recognizes and trusts it.
Use recommendations: LinkedIn recommendations play a significant role in establishing the trustworthiness of your brand. You can use social media monitoring tools and find positive mentions of your brand and share them on your LinkedIn profile as testimonials. Positive recommendations help you in gaining the trust of your prospective clients. Recommendations are also a great way to get introduced on LinkedIn because it gives people a reason to believe in you and your brand.
Use advanced search: LinkedIn is bringing several new features that are sought to offer great benefits to marketers. But you can also use the platform’s advanced search option to search for potential clients. With a defined target audience, you can use keywords, groups, relationships, industry and locations to look for potential clients. You should try to narrow your search as much as possible so that you get more relevant results.
Value the relationship: Simply targeting and following people on LinkedIn is not enough for a successful business. You need to value the new relationship you have built with your clients. You should focus on creating value at every stage of your consumers’ journey. You should ask questions and provide them with necessary information. Moreover, you can use LinkedIn’s comments and endorsement features so that there is regular dialogue between you and your client. Get in touch with thought leaders who are major influencers in the market. Such a thing would paint a positive picture of your brand before your audience.
LinkedIn has emerged as an excellent platform for establishing thought leadership. But it takes time, money and energy to stand out amongst other LinkedIn users. With carefully-planned strategies in place, you can make the best use of LinkedIn and take your business to new heights.
Aashish Sarma is a content strategist at Godot Media, a leading content agency. His interests include social media and content marketing. Writing, travel, music and socializing are hobbies that he pursues whole-heartedly.