WHEN YOUR MARKETING IS FALLING BEHIND

A frustrated executive shared with me recently that their marketing was falling behind. They were slow to respond on digital channels, they lacked flexibility when it came to adapting to the market, and they couldn’t find a good balance between serving clients well while maintaining healthy margins.

As a result, the company is making slow progress against its strategy and is unable to deliver on the value proposition. They’re not alone. We see companies who’ve spent a lifetime building a strong brand at the risk of becoming non-existent in 1 or 3 years.

The solution in many cases is to overhaul the entire marketing strategy to focus on a client-centric approach to meet the needs of a digital marketplace but it requires new mindsets, new skill sets, and new activities.?

I asked them what they thought about a focus on digital and if it could help them solve their problems? They said “yes” but they didn’t want to disrupt their existing marketing team or culture by introducing new people and processes into the mix.

I suggested that we try some techniques using LinkedIn that would enable us to integrate digital into their existing workflow without requiring too much change from them or from anyone else at their company.

LinkedIn is more than just a social network—it's a business tool you can use to stay top of mind, communicate with current and prospective clients, and drive your business impact.

If you want to use LinkedIn as a tool for driving business impact in this ever-evolving digital space, here are some tips that can help you get started:

? TIP #1: Define your audience on LinkedIn

? Who are they??

? What do they want??

? Why are they using LinkedIn?

? TIP #2: Decide what unique value your service/business offers in the digital marketplace.?

? What is your unique skill set they can benefit from??

? What is the value (to them) behind the service you offer??

? What makes your solution different than others in your industry?

? TIP #3: Think about how you're going to communicate that value.?

? Are you going to focus on writing articles or case briefing??

? Are you going to use LinkedIn live or audio events??

? Are you going to build an employee advocacy strategy?

Once you've done this, write up a plan for how often you'll post and what kind of content you'll share. Then start posting!?

And remember: consistency is key!?

Don't give up after just one month if nothing great happens right away—it takes time for people to notice and engage with your brand.

Take a look at your LinkedIn presence and the presence of your team.?

Does it properly reflect who you are and?why?you do what you do? Are you someone you’d want to work for or do business with?

If you can’t answer “yes,” or would like a second set of eyes, I’d be happy to provide you with a complimentary assessment of your LinkedIn presence and the other digital channels you use.?Send me a private message or email [email protected]

Let’s create a digital identity that helps you gain competitive advantage, positively impact business growth and attract top and diverse talent who feel more connected with the brand.

ABOUT THE CREATOR OF WILDFIRE

Deborrah Ashley is a LinkedIn Marketing Strategist, consultant, and trainer and the author of the book InSIDER- How To Leverage LinkedIn To Stand Out As The Industry Leader.?

With over 20 years of brand-building experience, she partners with executives and Learning and Development leaders to design, develop, and deliver LinkedIn training, workshops, consulting, presentations, webinars, and keynotes with ONE singular focus: helping leaders to build critical digital & leadership capabilities to remain competitive now and in the future.

To inquire about working with Deborrah directly, please email [email protected] or complete this form: https://bit.ly/2022TRAINING

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