Why Do You Need To Use LinkedIn?
LinkedIn is a popular social network.
If you have a social media strategy for other networks like Facebook, Twitter, and Instagram, you should consider LinkedIn as well.
LinkedIn converts well for many businesses because the network structure allows you to generate targeted traffic and build trust with your target audience.
Of course, LinkedIn has some elements that make it unique.
It is a professional social network, and many people use it to find jobs, business ideas, and income opportunities.
It’s a great place for B2B marketing.
You can reach people that make decisions in their companies and connect with them.
Many people use the term social selling to describe marketing on LinkedIn.
This term includes two main parts.
First, social selling is about building relationships with other people.
While you can promote your products and services, your job is to add value, engage with other people, and solve problems before sharing your links.
Second, you will get targeted traffic and leads.
Building relationships is critical in B2B marketing because potential customers decide for long-term purchases.
For example, hiring an agency or starting to use a marketing tool is not a one-time purchase but an investment for the next months or years.
When these people decide to give their contact details on a content marketing agency or make an order, they have already decided to get many projects and solve their content creation problem.
On the other hand, LinkedIn is not a place for people that don’t want to add value.
Spamming around does not work on this platform.
If you are not a professional or don’t know your niche yet, you will have a hard time convincing potential customers because they want to work with people who can help them with their projects right now.
Optimize Your LinkedIn Page
If you want to use your LinkedIn business page as a funnel, you must optimize the available elements for leads and sales.
We will break them down below:
Write An Interesting Headline
The headline is the text that people can see below your name.
LinkedIn does not give space for much creativity because most people write the title of their job or some very relevant details to their business.
However, we must get the attention of the visitors.
When people search for other people on the platform or browse profiles, they read the headline first or find you based on the headline.
The algorithm of LinkedIn scans your headline and considers it an important part of your profile.
The visitors of your profile are potential leads and customers.
They are on your profile for a reason, and we must give them a reason to remain there or click your links.
If you have a business relevant to the service you want to promote, you must mention it on the headline.
If you don’t have a business, you can write about how you can help your target audience in a few words.
However, it must be short and direct because the goal is to motivate them to read the summary.
The good news is that you can change the headline later if it does not work for you and test different versions.
Recommended Reading: How to Write Amazing Landing Page Headlines that Convert Like Crazy
Write The Summary
After reading the headline, your target audience will move on to the summary for more information.
LinkedIn gives you enough room to write a few words about yourself and your business.
It is a great opportunity to use the summary to get traffic on your website and generate leads.
You must treat it as a part of a sales funnel.
After the headline, sales funnels tend to have a landing page with some content.
So, your summary on LinkedIn is your landing page.
Most LinkedIn landing pages need a strong introduction.
You must describe what they will read and create curiosity.
It is not clear what you can include here, but many experienced marketers write their niche, some of their skills, or explain what they can do.
If you are not sure about what to write, it’s fine to check how your competitors use their summary to get ideas.
However, you don’t want to copy them.
The content of the summary must inform your visitors and answer possible questions about your business or services.
You treat it like a landing page, so you must have good readability and keep it interesting.
Send Traffic To A Specific Page
The goal of a sales funnel is to generate leads.
The best way to achieve that is by sending your visitors to a specific page.
When they have read your summary, they may want to learn more about your business.
You can easily add a link to a landing page, product page, or a website.
It must be relevant to your summary and promote your products or services.
The traffic from LinkedIn is targetted, so you can go to the next step from the summary without worrying about spamming them or being too pushy.
Add Social Proof
Social proof builds trust with your LinkedIn visitors.
The easier way to achieve that is by adding quotes from customers or adding a link to a page with testimonials.
Testimonials work in every platform and social media networks, so you can expect to work on LinkedIn.
Many marketers use well-known names that have used their services in the past.
This strategy can add even more credibility to your brand.
However, any testimonial can work for your business.
If you don’t have any testimonials yet, you can ask existing customers to write a few honest words about your business or wait to find a few clients before adding social proof in your summary.
Add Your Experience
If you can tell or prove your experience, it’s another way to build more trust with your target audience.
LinkedIn has an experience section that most members of the platform already use.
We assume that your experience is very relevant to the products or services you want to promote.
You can add previous job titles, businesses, or add a link for a website that proves your experience.
It can be a personal blog, an about page, or anything else that can add some value.
Your potential customers want to work with experts.
They will check any piece of information that proves your point.
Send Traffic To Your Sales Funnel
A sales funnel is not complete if you can’t send traffic to it.
The only way to test if it works is by getting targeted traffic to your LinkedIn page.
We create a LinkedIn sales funnel because it is a professional social network that can become your primary traffic source.
Find and Connect With Prospects
The first step is to learn your audience and understand their problems because you must know their behavior and expectations on the internet.
Usually, you can figure out your audience by answering a few questions:
- What are their demographics?
- What problems do they want to solve?
- How your product/service will help them to solve their problems?
These questions are three simple examples.
You may need to ask questions about the businesses you want to target, the location, or the company position of the potential leads.
LinkedIn can help you to reach and communicate with decision-makers and has the tools to help with that goal.
On the other hand, you can waste a lot of time if you don’t target the right audience.
If the people you communicate cannot make important decisions, or can’t afford your services, you will not reach your goals.
LinkedIn has people from different countries and businesses, so it’s your job to use it properly.
Use LinkedIn Advanced Search
The advanced search works as a search engine for the members and companies you can find on the platform.
It is a feature that improves user experience and makes LinkedIn a top social media network for networking.
You can filter out search results based on your preferences to find specific people and jobs.
For example, you can find businesses that could use your service or people based on a job title that could decide a purchase in the future.
When you find the right filters for your searches, you can create a new search alert.
Search alerts will show you any new members or jobs that fit your search filters.
They will allow you to contact them before your competitors if you take action when you get the alert.
Send Personalized Requests
LinkedIn allows you to send personalized requests and write a few words to the potential prospects.
It is your chance to start a long-term relationship.
These requests are a big part of your success with this strategy and your chances to send targeted to your profile page.
When you send a request, you can write a few words about your business and why they must accept it.
If you send personalized messages, you will have more chances to get a response.
Instead of sending the same messages to everyone, try to change them based on each person’s available information.
However, you must expect that some requests will not get accepted even if you do your best.
It is ok because people use LinkedIn for different reasons.
If some people don’t accept your requests, move to the next one.
You don’t want to spam or send promotions from the first message.
Remember to use a professional Linkedin Image on your profile
Engage and Add Value
Engaging and adding value to LinkedIn is a great way to get tons of traffic.
It is a social network with a lot of content from the users of the platform.
People love to consume quality content and learn new things about their niche.
The first step is to create a routine that helps you to publish content consistently.
The content must be unique with good readability.
Then, the value of the content depends on the details.
If you give them insights into the industry, give them your opinion about important topics, and suggest solutions to problems, you can get a lot of attention.
When people read your content, some of them will visit your profile page that works as a sales funnel.
The more content you create, the better results you will get in the long-term.
You can start with one-two posts per week and increase the frequency later.
Lastly, you need to engage with your target audience.
The goal is to start or participate in conversations.
Engagement will help you get more traffic, discover new prospects, and build credibility with your target audience.
A share-only strategy can bring some results, but you may lose many opportunities.
Join LinkedIn Groups
LinkedIn has groups that discuss specific topics.
They look like small forums inside the platform and can have thousands of members.
Your job is to find the right groups and participate in conversations.
You can use the search features to explore the platform.
When you find a group with many members and active conversations, you can join and share your opinion.
If you don’t spam and add value, you will connect with new people, and many of them will visit your profile.
The results from LinkedIn groups depend only on the relevancy of the group to your services and the value that you provide.
If you want to use your LinkedIn page as a sales funnel, you must focus on two main things:
First, you must optimize your page and follow the instructions that you can read above.
Your LinkedIn page needs to be interesting, have enough information about your business, and a link to another page.
This is the best way to convert your visitors into leads.
The second part of the funnel is the traffic.
You can get targeted traffic through your content, engagement, and connections.
Targeted traffic always converts on an optimized page.