Leveraging LinkedIn for marketing success

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Over 2 million business professionals have joined LinkedIn over the last 9 months making the total number of users in the UK total nearly 6 million.  Earlier in the year, before its successful IPO, LinkedIn announced that 100 million users worldwide are now using the professional networking site.  LinkedIn can offer significant business development opportunities.  It is a perfect B2B marketing platform and can enable users to easily connect and engage with the major players within the construction industry.

Get connected with your industry peers and your target audience

By using the in-depth search functionality, you can quickly find, people, companies and groups that are relevant to your industry.  You can connect to the people, follow the companies and join the groups.  Once part of a LinkedIn group you can start a discussion, participate in someone else’s conversation and share your marketing wares.  LinkedIn enables you to become part of relevant Construction Industry Groups.  If you take the time to engage within groups, you can quickly become a thought leader and gain new relevant connections.

Optimise and update your COMPANY profile

LinkedIn has progressed over the last year and now enables you to showcase your organisation and your products and or services, rather than just a personal CV of your own work.  A company profile on LinkedIn will show against each employee that has linked themselves to the company.  If your employees are active on LinkedIn – sharing, engaging, participating, then there is the potential to reach thousands of relevant users on a day to day basis.

The company profile on Linked is a powerful tool that allows your clients and contacts to recommend your company’s products and services (different to a personal recommendation) the profile should, therefore , demonstrate an in-depth portfolio of your organisations products/services and a showcase for your Marcomms materials such as:

  • Videos
  • Case Studies
  • Presentations
  • Capability Document PDF’s
  • Brochure/Whitepaper PDF’s

Link to your website and blog, this will drive relevant traffic which can be analysed in your analytics account.  A well optimised company profile on Linked in will enable industry professionals to share your online Marcomms and point users to your site.  You should link your personal and company profile to your other Social Media Profiles.  LinkedIn enables you to draw in the feed from your Twitter account and your company blog, so that it is quick and easy for those that follow your company to see and share your marketing messages.

Join in the conversation

Don’t use LinkedIn as a blatant sales tool, use it to demonstrate your expertise. Ask questions: “Can anyone recommend a UKAS Accredited Inspection Laboratory in the North West?” or “What is the best CRM system for the Construction Industry?”

Once you are interacting in groups by participating in discussions, recommending, reviewing and sharing information with others (including those that you are not connected to) others will recognise that you are an expert in your field and will value your opinion.

Track & Monitor Competition

LinkedIn offers several insights into your competitors.  Follow the company profile.  You can see what their employees are doing, who they are talking to and what they are sharing.  You can view their Marcomms materials and how they are using LinkedIn for marketing purposes.  Of course, it’s up to you how you leverage such information, but it can help formulate your marketing and business development strategies.

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