Since you’re not approaching LinkedIn with a sales approach mindset, you need to make every aspect of this platform work to your advantage in order to both attract prospective clients and then convince them that you are the expert they’ve been searching for.
You can use LinkedIn to generate quality leads, which is the cornerstone of a decent Life Science marketing campaign, and a source of stable growth for you and your business.
You need new customers/clients. Seems like it’s something many companies are striving for, but you’re wondering what process or framework will work for your business.
You’re working hard, but you just don’t seem to be making any progress. You’re starting to doubt your skills. You may even begin to think you’re “just not cut out to run your business.”
Thanks for reading Marketing Reimagined, Digital 360’s series where we share the behind-the-scenes stories of impactful growth strategies that we’ve used to help small business members of our LinkedIn group, Validation and Regulatory Compliance Professionals, generate awareness and interest with other life science professionals.
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One way to achieve this is by showcasing your expertise in a natural, informative way which leads to increasing your credibility as an expert.
- Create a personal LinkedIn URL. Don’t settle for a generic profile number that’s impossible to remember; leave those for less savvy people who aren’t as detail-oriented. Create a personalized URL that represents your brand and is easy to remember. Put it on your business cards and in your email signatures.
- Splurge on a professional photoshoot. Make your profile page work for you. At a minimum, get a professional headshot taken, preferably in a few different styles or poses so you can use them on multiple platforms. If you can afford a full-on photoshoot, choose the best shots and make good use of them in all your branded graphics, including your social media headers. Only less experienced and more frugal DIY types will use a blurry selfie for their LinkedIn headshot.
- Brand your profile with a custom banner image. It’s the little details that count when it comes to optimizing your LinkedIn profile. As the saying goes, “A picture is worth a thousand words,” so hire a graphic designer to design your branded LinkedIn banner to clearly relay your message. No more DIY graphics; invest in your business.
- Publish regular content. You need to be active on LinkedIn for people to recognize you and you need to publish informative content for people to remember you. It doesn’t need to be a 1,000-word manifesto; social media users have extremely short attention spans. Simply publish a Top 10 list or throw out some helpful daily tips. Record a 1-2 minute video series with these tips and you’ll get noticed faster, simply because few people use video on LinkedIn. Forget about the funny cat pictures or silly memes; this is a professional space so save those posts for less formal Facebook. The key points here are to post daily and to be informative in your content.
- Be active in groups. Joining groups has a two-fold benefit: you will meet prospects and learn about their needs, and your prospects will see that you’re an active participant in your industry when they see your group listings on your profile. Being active doesn’t mean blasting your sales message on a daily basis; no doubt that will get you kicked out and banned from most groups. Instead, show a real interest in the other members, answer questions, take a poll to learn about their needs, or simply post information they need. Let the conversations flow naturally in your groups instead of worrying about sales or getting this prospect into your sales funnel. The more active you are, the more people will recognize your name.
Paying attention to small details on your profile can help build your credibility as well as participating in groups and publishing content on a regular basis. When people recognize your name as a regular, they will check out your profile and a possible business relationship can blossom from there.
Think of a specified B2B lead generation system that brings every single day highly qualified, enthusiastic prospects, no matter what business you’re in!
Effective B2B marketing is about targeting the right people who have the greatest influence on the decision-making process of purchasing a product. The commercialization of products and services is very different in life science and is driven by a relationship-based selling process and not by quick sales or acquisitions of momentum.
The purchasing period is longer and it can be a challenge to gain new opportunities and create meaningful commitment.
The multi-touch approach helps advertisers to look through the road to buy on different channels to see what’s having the biggest effect. And with so many touchpoints needed for a B2B sale,
Multi-touch approach techniques provide data-driven marketers with the kind of rich insights that minimize unnecessary ad spending and make it easier to manage the dynamic consumer journey.
The Concept of Multi-Touch Lead Generation Approach For LinkedIn
The concept of a multi-touch lead generation approach has been around for a long time. It primarily refers to the idea that multiple “touches” (contacts via email, social media platforms like LinkedIn and Twitter) will ultimately result in qualified lead generation.
72% of prospects favor an integrated marketing approach, according to a Mashable report. This is because prospects accept and respond to a more engaging approach because times have
changed and so our relationships with media types have.
Multi-channel prospects spend 3x – 4x more than single-channel prospects.
With a multi-touch approach to lead generation, you can plan and forecast the marketing expenditure, accelerate the pace of the lead generation funnel and also streamline your marketing
The Multi-Touch Lead Generation approach uses extra “touches” like LinkedIn Outreach and Twitter Connections in addition to email to make contact with your prospects. LinkedIn outreach is the process of reaching out to potential leads on LinkedIn. Since direct messages are LinkedIn’s primary one-to-one communication method, the LinkedIn outreach process often revolves around messaging.
However, you’ll soon see that other LinkedIn features can boost your chance of successful outreach as you read our experts’ tips.
Subscribe at https://digital-360.co/marketing-reimagined to read the next article, where we’ll discuss LinkedIn Outreach and how you can implement a multi-touch lead generation approach through LinkedIn.