Top 3 Ways to Ensure Your Sales and Marketing Activities on LinkedIn Build Your Brand

LinkedIn is an indispensable tool for generating new business on LinkedIn. However, standing out in a sea of profiles, posts and messages requires more than having a differentiated offering; it requires a client-centric approach.

Here are the top 3 areas to ensure your LinkedIn activities are focused on the customer’s needs, adding value to their experience, and ultimately helping you build your brand on LinkedIn.

1. Humanise Your Brand

People connect and buy from people, not company logos. They buy from those they know like and trust. Humanising your brand helps build trust and creates strong relationships with your audience.

Activities include:

• Optimise Personal Profiles: Turning LinkedIn profiles from CVs to landing pages that showcase the offer, the company, but also the individuals. Personalisation on a profile is vital for getting to know the person and creating a connection.
• Employee Advocacy:?Encourage your team to share their stories, experiences, and insights on LinkedIn. This not only boosts your reach but also shows the human side of your organisation. Ensure they keep their activities professional and on message.
• Customer Success Stories:?Share testimonials and success stories from your clients. Highlighting their journey can inspire others, demonstrate your commitment to customer satisfaction, and showcase your results.
• Behind-the-Scenes Content:?Give potential clients a glimpse into your company culture and the people behind your brand through behind-the-scenes posts, showcasing your team, office events, or everyday work scenarios. Familiarity leads to confidence.
• Empathy-Driven Content Creation: To resonate with your target audience, it’s essential to understand and address their challenges, goals, and pain points. Start with market research. Participate in relevant groups, review trending topics, and read and engage with content from your audience. This will help you create content that speaks directly to your audience’s needs and interests.

2. Building a Thought Leadership Presence

Establishing the sales & marketing team members or the leadership team as thought leaders can greatly enhance credibility and trust with potential clients. This involves consistently sharing valuable and insightful content that positions you as an expert in the thing that you do better than anyone else.

Activities include:

• Regular Posting:?Share high-quality posts, industry news, and original insights regularly.
• LinkedIn Newsletter Articles:?Write and publish in-depth articles on LinkedIn that provide actionable advice and insights, demonstrating your expertise.
• Engage with Others:?Comment on posts from thought leaders in your industry. This not only boosts visibility but also positions you within ongoing industry dialogues.
• Hosting LinkedIn Events: LinkedIn Events is a powerful tool to foster engagement and position you as a subject-matter expert with your target audience through live or virtual events.
• LinkedIn’s Community Top Voice: Participate in the top voice program to become a noteworthy contributor to collaborative articles and be positioned as an expert in that skill area.

3. Add Value

Modern buyers are not mugs and look for sellers to educate and add real value to their business.

74% of buyers will buy from the first seller who provides them with value and insights.

This means that sellers need to be first to add value, but they also need to add value at all stages of the buyers’ journey.

Activities include:

• Featured Section: Your LinkedIn profile should showcase you, the offer and the company in the best way for the buyer, but it should also be used to add value and provide a great first impression. Add valuable resources within your featured section will help you do this.
• Content Creation: Whether you are creating posts, articles or holding webinars, have your audience at the forefront of your mind and how you can add value through your expertise.
• Targeting: Sales Navigator’s advanced search and filtering capabilities can help you find the right prospects and partners more efficiently, ensuring your outreach efforts are targeted, relevant and add value. Get this wrong and you're wasting everyone’s time.
• Personalised Outreach: No longer is it good enough to send generic messages or sales pitches. Personalisation is key to making meaningful connections, standing out from the competition, and adding real value and insights to potential clients.
• The Sales Process: Once your prospect is in the sales process, the value you add should keep flowing. Offer value and insights at every stage of the sales process (and beyond) to ensure your potential clients continue to have confidence that you can help them with their unique problems.

Conclusion

If these 3 areas are worked on consistently and effectively, your sales and marketing activities on LinkedIn will deliver a consistent flow of qualified leads.

You'll not only enhance engagement and build stronger relationships with potential clients, you will increase the overall success rates of your efforts and the long-term value of the business. However, being successful in all these activities should not be underestimated, nor should it be the responsibility of one department. It needs a coordinated team effort and buy-in from all parties to ensure success. However, when executed well, it is a vehicle for building a strong and resilient brand.

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