Updated: Jun 18
Melissa Schembri’s final edition of her LinkedIn series is for our community members looking to use LinkedIn for business. Having learnt how to build and enhance both your personal brand and connections, now is the time to use the platform to turn connections into successful business leads. With time up our sleeves, we’re in the perfection position to improve our LinkedIn platform with the help of Melissa’s expert advice. Today she discusses how to strategise your next move on LinkedIn to get your business ahead and how to supply the demands of your target audience.
· Firstly, you need to know who your target consumers are, and where they are.
· Surveys and external companies can help. This will let you know which platforms your customers are using. They might be on Facebook, forums on Facebook or Instagram.
· These platforms are where you should be turning your leads around from.
Setting a Strategy
· Once you know where to target your stakeholders, set a strategy.
· Again, you can invest in marketing companies to help you create a strategy. They can review your current situation, find a gap in your business and help you move forward from there.
· Melissa suggests sitting down and allocating 20 minutes to planning your business posts for the following two weeks. This will ease any time pressure and ensure your messages are consistent.
· There are many post scheduling platforms such as Later or Hootsuite which can help organise your posts across multiple online platforms.
· Remember to target your specific stakeholders with your messaging. Melissa gives the example of a BDM, who should know all the agencies and consultants in their portfolio. If not, they can search for people and companies in LinkedIn’s search bar, and message them directly to introduce themselves and get their brand out there. For a travel agent, mapping out customers might be more difficult. Melissa suggests using the major businesses close by, finding out who the travel buyer is, sending a message to the buyer introducing yourself and selling your product. As long as there is a reason for contact, messaging potential clients is the only way to grow your target audience.
· Other platforms like Facebook and Twitter might be better for branding rather than direct sales leads.
· Melissa suggests for those in leisure travel to join groups on Facebook and LinkedIn. Local community groups of Facebook can prove very powerful for referrals.
· Nurturing your connections and turning them into sales can be implemented on all platforms.
· This is an overview of you as a business. You can push messages out as a business through this page.
· Make sure you have quality followers – followers are potential customers or will refer business to you.
· Use a professional image, your logo and the blurb to sell your business. Follow the LinkedIn steps.
· Can push through information about new products, product updates, product launches.
· Melissa recommends using your team to also push information about your business on the company page and their personal pages. Your employees are your ambassadors and can help spread your presence across multiple networks.
· Training your team and involving them is important.
· Digital marketing is changing and you need to be prepared to use video or email marketing to get your message across. You will need a plan to place to get your personal and company brands out there.
· Within the travel industry, it’s all about people. Don’t be scared of video, use it to show your personality and allow your customers to get to know you.
· Just like video, don’t be scared to put your thoughts out there.
· This will differentiate you. Be tasteful and strategic in regard to content, don’t post something that will be damage your image. It needs to be of interest, the more you get out there, the more knowledge you will come across in your field.
· Part of turning your profile into business leads is becoming a trusted advisor to your clients.
· Use key words – this is effective for SEO.
· Encourage your team to write articles for the business. Most companies will have a social media policy. Melissa’s team each have a month to write about interviewing tips or becoming manager etc. External companies can also write content for you.
· You can also push your articles through different mediums to get more traffic.
· If you have extra time now, write 20 or so articles that you can use for the rest of the year!
Remember LinkedIn is not just for job seeking, so utilise your personal and business profiles to turn your connections into sales. For more information you can contact Melissa or send your questions to firstname.lastname@example.org. To register for our upcoming webinars, follow the link below.