LinkedIn is a unique and cost-effective opportunity to market your company to prospects.
At the risk of sounding like a broken record, social media is not a fad. It’s not going away, and if you’re not using it for your business, you’re missing out on major brand awareness and lead generation opportunities. LinkedIn is a particularly effective platform for B2B businesses to build brand awareness, establish thought leadership, and generate leads.
We frequently work with B2B companies, which means LinkedIn is a relevant space for our customers to build brand awareness, connect with key prospects. It also provides a platform to share content with a network of people who know and are interested in you or your business.
Despite the relevance for their business, many B2B businesses aren’t creating content. Most often it’s for one these reasons:
As a result, people either end up doing nothing on social media, or sporadically sharing something random. We’ve all seen people sharing photos of the fish they caught on their last vacation, or inspirational quotes. These could be fine, if you own a resort on a lake known for its sturgeon, or are a motivational speaker; but, if you’re in B2B manufacturing for example, this type of content just isn’t relevant to your prospects.
How to know what to share
The first step to figuring out what to share is setting a goal for your content. Typically, for our clients, that goal is to connect with their target audience, build brand awareness, and ultimately move a prospect through the sales funnel. If you have a purpose for your activity, or a common goal in mind, you’ll be that much more likely to succeed.
Understand your audience
What kind of content you create or share depends on who you are trying to attract. When we begin working with our clients, many of them say that they know their target audience. Yet, every time we we take a client through our Buyer Persona exercise, and it becomes clear that their ideal customers all have different motivations, goals, and challenges.
What’s a Buyer Persona?
A buyer persona is a fictional representation of your ideal customer. In general, we recommend creating three to five personas, depending on the size of the company. It’s likely that you can think of more examples of customers than five, but the key to successfully using buyer personas is focusing on your most profitable customers. Remember that these personas are a tool to help you focus your marketing strategy. Trying to reach too many people, will likely overextend your marketing team and reduce the effectiveness of your campaign. In this case, less really is more effective.
The other key component of a buyer persona is that it is not one single customer. When we mentioned your top 3-5 customers, you probably thought of 3-5 specific people.
Don’t worry, that’s normal, and we want you to think of a real person at first because the entire goal of the exercise is to focus your marketing and help humanize your communications (much easier to do when you’re creating content like a human for a human).
However, it’s important that your perona is an amalgamation of a number of different customers with common challenges, goals, and common objections. We usually find it’s easiest to lump customers together by a shared demographic such as role, industry, location, or demeanor.
If you’re looking to integrate buyer personas as part of your strategy, but aren’t sure where to start, connect with me. We can help you start connecting with key prospects today.