In B2B prospecting, professional networks are very important.
These are potential sources of leads and it is now possible to collect a large number of useful addresses in record time. Social networks are generally used for this purpose and LinkedIn is the professional network most used in this prospective approach. However, you have to master your mode of operation with your fingertips to be able to strengthen the reputation of your company and take advantage of the largest professional social network. LinkedIn: the secret to excelling in B2B The majority of social networks are aimed at entertainment. Many people meet and interact there.
Gradually new circles of sociability are set up. LinkedIn was created in 2002 as the professional counterpart of social platforms. This social media brings together nearly 660 million subscribers around the world. Companies, job seekers or professionals, the profiles come from more than 200 countries and rub shoulders with around 170 professional sectors. In France there are nearly 19 million users.
Companies take the opportunity to refine their marketing. This social network even offers advanced techniques to attract only qualified flows. But you have to know how to do it. Without going into the details of all the options offered by LinkedIn or the tools (such as ProspectIn) that allow them to be exploited, companies that know how to use the social network can significantly improve the significant conversion rate of their prospects. So what are the prerequisites for lead generation on LinkedIn? Polishing your image Beyond brand awareness, one of the main goals of a B2B business is to generate leads on LinkedIn.
Whether for a page or for a profile, the first step in its marketing strategy will obviously be to open an account on this social network. This profile is to be thought of as the showcase of the company vis-à-vis its ecosystem, while a neat professional profile will be required to interact with other users. This step may seem trivial a priori, but it is a prerequisite not to be neglected, because it determines the rest. It is necessary to carefully fill in all the information so that this showcase provides the maximum amount of information to the one who would consult the page or the profile (partner, client, prospect or potential). For example, it is no longer so rare that we search directly in the LinkedIn search bar for a company to rarely have information rather than going to its website and the same goes for a person.
A company with a frumpy LinkedIn page will generally attract supiscion detrimental to any commercial approach of its sales on the platform. Make yourself interesting Armed with a good profile, it is now a question of getting in touch with targets that are relevant to the commercial strategy. The first impression is often the one that stays. Invitation messages are the basic signals sent to prospects. They should be catchy and succinct.
Nowadays, no one wastes their time reading long texts. Some profiles are in high demand and it is a question of getting out of the game. After the polite formulas, it is therefore important to highlight a positive point in your profile and to value your interlocutor so that he accepts to join your network . Why would this person accept your request? What interest would he find there? What do you find interesting in his profile? His activity ? His actions? In a sentence or two to create it is about arousing interest and simplifying the action of the interlocutor. The interrogative forms will favor the answers and will initiate a potential exchange.
Prioritize hubs Any social network allows discussion forums. LinkedIn is no exception to this rule. The professional could take advantage of these crucibles to generate leads. Focus on thematic groups. The profile of the members is thus better defined.
By joining these platforms, the generation of qualified leads is easier. But you should only join well-structured and very active groups. A second conversational hub also exists in the comments of member posts. Some publications become real spaces for exchange and broaden the original themes. You can take part in it and interact with relevant profiles, which potentially makes it possible to facilitate your subsequent commercial approach, in particular by using it as a real lever when making contact and making a request.
addition. It is often enough to follow some very followed profiles and whose publications generate exchanges for the newsfeed to suggest you publications with opportunities. Publish sponsored content Finally, and more directly, paid targeting of prospects is the most efficient solution to generate qualified leads on LinkedIn. This saves the professional a little from preaching in the desert and the possibility of accessing fine granularity of targeting offers enormous possibilities. This media allows the publication of sponsored messages on the target's news feed.
Images, images and videos are the most common formats. Formats like Carousel Ads can also meet certain promotional objectives.
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