Introduction – As the founder of Scythos, I’ve seen how powerful LinkedIn can be as a marketing tool for businesses
Have you ever felt lost wandering the endless corridors of LinkedIn, grasping at connections but finding nothing but dead ends? As the founder of Scythos, I’ve seen firsthand how LinkedIn’s twisting passages can lead to treasure for those who know the way.
So take my hand, intrepid reader, and let me guide you through this network’s maze to the marketing gold within. Together we’ll map out the shortest route to your target, craft content that resonates, and construct funnels that turn curious visitors into lifelong customers.
We’ll kick things off by identifying and locating your ideal beachhead on this platform. From there, it’s just a matter of understanding your audience, speaking their language, and lighting a trail for them to follow you home.
Sound like a magical quest? It can be – with the right mapmaker. So tag along, brave traveler, and perhaps you too can unlock LinkedIn’s full potential for your business. The jewels are there for the taking, if you know where to dig!
Identifying and Locating Your Target Market
The first step in utilising LinkedIn effectively for marketing is to pinpoint your ideal client or customer. For this, we’ll delve into the concept of a customer avatar or a buyer persona—fictional representations of your perfect customers.
We’ll explore the pitfalls of trying to appeal too broadly. I often say, “when you try to appeal to everyone, you appeal to no one.” Going super broad with messaging waters things down. You lose the ability to highlight your audience’s specific pains and speak their language. Ultimately, you blend into the noise instead of standing out.
So how do you hone in on that niche target market?
Fortunately, LinkedIn has one of the most powerful business-specific search engines out there. Even with the free version you can run detailed searches for:
Each category has further drill-down options to find your exact perfect fit.
For example, let’s say I wanted to target a North American health and wellness company with 51-200 employees and active job listings. That’s as easy as:
- Selecting the region
- Choosing the industry
- Specifying the employee range
- Checking the box for current job posts
And voilà — you’ve narrowed it down to the cream of the crop.
Here’s a quick tip: since we can’t search by revenue, use this formula to estimate a company’s earnings based on employees:
Annual Revenue = Number of Employees x $200,000
So 51 employees x $200,000 = $10.2 million in annual revenue. Not 100% accurate, but it works!
Once you’ve identified specific companies, dig into their employees, values, goals, website, and content. Figure out their problems, desires, and how you can provide value.
The key is to establish yourself as a resource before money changes hands. Solve struggles ahead of time through relevant content, and you’ll stand out from the LinkedIn masses.
Creating Content for Miracles and Miseries
There are many wrong ways to make a LinkedIn connection request. Perhaps my least favorite—the one most likely to be ignored—goes something like this:
“Hey Adam, I saw you were in marketing. Let me know if there’s anything I can do to help you.”
At first glance, this seems harmless. But it transfers the burden of thinking of how this person can help entirely onto me.
I know nothing about their skills, interests, or goals. For me to take them up on this offer, I’d have to invest tons of time researching them and figuring out how they might help. An obvious non-starter.
So what’s the better approach to standing out on LinkedIn or any social platform?
You must position yourself as someone reliable who can help solve problems. The best way to do this? Address your audience’s key concerns through their “miracles and miseries.”
Their miseries are fears, frustrations, pains—things they want to move away from.
Their miracles are goals, dreams, desires—what they’re moving towards.
- What is your target market struggling with right now?
- What problems are they trying to solve?
- What goals do they have in the next 30-90 days?
- How could you help them?
A simple example: this blog aims to help you avoid the pains of not knowing best practices for marketing yourself on LinkedIn. The miracles it addresses are growing your business, getting more clients and sales, and increasing revenue.
My entire 10-year content strategy has followed this formula:
- Identify target market
- Create content addressing miracles and miseries
- Consistently show up for that audience
Creating resonant content is crucial. But it’s one puzzle piece. You need a full marketing funnel to capitalize on the trust and goodwill built through your content.
More to come on that. But first, let’s get tactical on how to uncover your audience’s miracles and miseries.
Tips for Finding Your Audience’s Struggles
Here are some useful ways to discover what your targets are currently struggling with:
- Check industry reports and news sites – Major media outlets and research firms regularly cover hot topics and pain points by sector. Make these your bible.
- Mine social media – Check Twitter lists and LinkedIn groups for your niche. Sort by latest activity and look for common questions and complaints.
- Ask clients – Schedule quick phone calls with a few friendly customers. Ask what challenges they face lately in their role or industry. Take detailed notes.
- Send out surveys – Well-crafted online surveys can uncover target struggles. Offer an Amazon gift card incentive to boost response rates.
- Analyze help desk data – Support tickets contain a goldmine of consumer struggles. What frequent problems do people contact you about?
- Bookmark competitors’ blogs – Your rivals share your target audience. See what content resonates for them and borrow (legally!) good ideas.
- Google related keywords – Tailor searches to your niche e.g. “construction project manager problems.” Google’s auto-complete can surface popular issues.
- Set Google News Alerts – Curate a list of key industry phrases and competitors to receive alerts on the latest articles.
These tactics require some legwork but pay dividends. With smart sleuthing, you’ll uncover the precise struggles impacting your audience.
You now hold the keys to crafting high-value content that positions your business as the remedy to their headaches.
Sprinkle in a bit of that dry British wit for good measure. And foster life-long relationships with customers as you guide them from misery…to miracle.
Creating a LinkedIn Marketing Funnel
If you’re not familiar with the term “marketing funnel,” fear not. I’ll explain the concept in an easy-to-understand way, with my signature dash of dry British sarcasm.
A marketing funnel visually represents the customer journey from initial contact to final conversion. People enter at the top, then work their way down through your messaging and campaigns until some emerge at the bottom as paying customers.
The funnel has three stages:
- Top of Funnel: Getting Attention
- Middle of Funnel: Increasing Engagement
- Bottom of Funnel: Conversion
This is where you attract initial interest and awareness. The goal is for your content to stand out from the noise.
Here, site visitors begin engaging more deeply with your brand. They consume educational content and raise their hand for more information.
A portion of visitors convert from leads into buyers. This happens through sales calls, product demos, free trials, or other conversion mechanisms.
Now, every business has a funnel – whether they strategically created one or not.
To identify your existing funnel, reverse engineer your sales process. Start with the final purchase, then uncover each preceding step:
- Phone call
- Fill out application
- Download ebook
- Read blog post
- See social ad
Once mapped, optimize each phase to ease visitors toward conversion. Don’t let them wander lost on your website for eternity.
Funnel optimization is part art, part science. While there’s no one-size-fits all approach, several best practices boost effectiveness:
Offer a Dedicated Lead Magnet
Lead magnets entice visitors to exchange their email for valuable content. Add one to your LinkedIn profile’s Featured section for easy access.
With their email captured, you can now nurture leads toward a sale.
Balance Gated & Ungated Content
- Gated content sits behind an email signup wall. Visitors must convert to access it.
- Ungated content requires no email. It helps attract initial attention.
Blend both gated and ungated content across your funnel journey.
Insert Email Nurturing Sequence
After a visitor downloads your gated content, the journey’s just beginning!
Follow up via email to provide further value. Establish yourself as an authority they can rely on.
Ultimately, guide email subscribers from the middle to the bottom of the funnel.
Remember, funnel creation takes testing and tweaking. As you better understand customer behavior, double down on what works and prune what doesn’t.
Now get out there, map your processes, craft some lead magnets, and start funneling those leads into loyal customers.
And if it all feels like too much, take a relaxing sip of English breakfast tea to calm the nerves. Pip pip!
LinkedIn’s Secret Weapon: The Marketing Blog
I’m letting you in on one of LinkedIn’s best kept secrets – the LinkedIn Marketing Blog.
Despite being a goldmine of marketing insights, this handy resource flies under most people’s radar. In fact, in my highly scientific poll of industry connections, over half were unaware of its existence.
Yet every day, LinkedIn publishes articles showcasing the latest trends, techniques, and topics we marketers should focus on.
It’s like they’re peering into a crystal ball, deciphering the future, and serving up content ideas on a silver platter.
And we’d be absolute nutters to ignore this gift horse in the mouth.
So let’s explore 3 ways to harness the power of LinkedIn’s Marketing Blog:
1. Discover Rising Content Themes
LinkedIn curates what subject matters most right now. One glance reveals the hottest areas to create valuable content around.
Review category sections like:
- Thought Leadership & Influencers
- Consumer Behavior & Insights
- Content Marketing & Storytelling
This ensures your content stays relevant in an ever-changing landscape.
2. Identify Trending Keywords
Pay attention to words and phrases that repeat across headlines and preview text. These likely indicate searches gaining steam.
Integrate these rising keywords into your own content for a search boost.
3. Get Inspired by Ideas
Beyond specific topics and keywords, article ideas also jump out.
Jot down angles that pique your creative juices and fit your brand. Reimagine them through your unique lens.
Repurposing evergreen content also remains fair game.
In our fast-paced world, what’s trending shifts rapidly. With a finger on the pulse of LinkedIn’s insights, you can react quickly to ride each new wave.
So be sure to bookmark the Marketing Blog and check back regularly! It delivers the latest intelligence to keep your content on the cutting edge.
Now if you’ll excuse me, this constant hunt for the next big thing requires a proper cuppa and a chocolate digestive or two. Cheers!
Harness the Power of LinkedIn for Marketing Glory
LinkedIn offers boundless potential for businesses seeking more leads and sales.
But this labyrinth of a platform holds secrets not everyone unlocks.
To extract LinkedIn’s full value, first pinpoint your target audience amidst the maze of profiles. Create content addressing their deepest challenges and desires. Funnel them into your ecosystem. Then, with some quintessentially dry British consistency and clarity, conversions will tick upwards as steadily as the hands of a grandfather clock.
While some get lost wandering the halls of LinkedIn, unable to generate meaningful connections, others find their way like Theseus guided by Ariadne’s thread.
They identify their most ideal customers. Produce tailored messaging. And combine gated and ungated content to capture interest, build trust, and drive action.
Their marketing strategy weaves an intricate web, but follows LinkedIn best practices at every turn. And with the Marketing Blog as their compass, they walk the line between relevant and evergreen.
As a result, their content marketing sings like Lennon and McCartney, turning visitors into leads and leads into sales.
So if premium British marketing is your cup of Earl Grey, milk no sugar, embrace the fundamentals. Immerse yourself in your audience, address their deepest needs, lead them down the funnel, and keep your content fresh yet timeless.
Do this with the consistency of British rain, and your LinkedIn marketing will bear fruit as sweet as spotted dick.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!