Four Tips For Using LinkedIn In Your Marketing
By Anna Johnson on August 11th, 2009MarketingSherpa recently interviewed a marketing director about his company’s use of LinkedIn. The company wanted to raise awareness about its products and services, as well as generate leads, and regarded a LinkedIn social networking campaign as the answer. But was it?
While the company’s use of LinkedIn was successful in connecting with prospects, getting valuable feedback and eliciting registrations for its marketing collateral, it wasn’t all smooth sailing.
The company learned some key lessons that may be instructive for other marketers seeking to use LinkedIn for similar purposes:
- Target LinkedIn groups by their level of activity, rather than size. A small, active group is likely to generate more qualified leads than a large, inactive group.
- Join groups in your own name, rather than in the name of your company, business or brand. This will help you build relationships and avoid coming across as simply wanting to drum up business.
- Incorporate marketing collateral into the context of conversations, rather than try to build conversations about collateral.
- Create specific landing pages for leads derived from LinkedIn.
Source: MarketingSherpa, “Using LinkedIn for Lead Generation: 6 Lessons,” MarketingSherpa, July 29, 2009
