Case overview
LinkedIn is the place where business people hang out, find jobs, and research other business people. One of the unsung tools available to us is Creator Mode and LinkedIn Newsletters. You can create them for your business page and personal profile. This is content distribution on steroids.
The Brief
A client knew that LinkedIn was the place to promote thier business, but they lacked the knowledge, strategy, and time to unify their employees and business profiles. They has a company presence, and most of their staff had profiles, but there were many past employees who were still listed as working at the company. Also, the current employees’ accounts lacked a consistent brand that promoted the company.
The company was missing key components that could help them maximize their overall ability to use LinkedIn to begin sales conversations.
Our Approach
The first step was to do an audit of their company and employee profiles. We disconnected the old employees and added unconnected members of their sales staff and leadership. We created a header for both the company page and the individual staff profiles. We received access to most of the staff profiles and made sure they we cohesively branded.
We set up a LinkedIn virtual training that helped the sales staff better understand how to optimize their use of LinkedIn to promote the business without haveing to spend hours prospecting and cold messaging.
We set up posting to all the sales team profiles and the company pages content in the form of blogs, webinar invites, and videos.
Finally we set up a LindkedIn custom audience that matched their current customer base and their ideal prospects to drive traffic back to their website, while establishing awareness for prospective clients.
The Results
Their investment of content creation is amplified with over 1000 people seeing their content when posted to LinkedIn. Their connections with past and current clients were greatly improved. Traffic to their website improved, especially from US-based prospective clients and customers within their sales region.
Salespeople are creating better sales relationships while actively and automatically promoting new products and service offerings.
The addition of the LinkedIn Newsletter provided another use for the content (blogs), and it automatically emails the content to any LinkedIn member who is subscribed. The open rate of those emails is over 50%. The quality and consistency keep people reading and engaging.
