It is critical that every company reviews their digital marketing channels. What are they are doing right now? Or more to the point, what are they are NOT doing?
LinkedIn Marketing is an efficient and cost effective way to market your business. You can quickly demonstrates your expertise, build brand awareness and generate real leads - setting your business apart from the competition. LinkedIn Marketing does require an investment of time and energy however the benefits are well worth it.
Still not convinced? Well, let’s ask the question - What will it cost you NOT to invest in LinkedIn Marketing?
Let’s ADD UP the opportunity cost:
1. You're not being FOUND
The first thing anyone does when they meet you in the professional arena (and probably in the personal one too) is Google you. Your LinkedIn profile is the first item to come up under your name. If you don't have a "BEST IN CLASS" LinkedIn profile you are missing opportunities.
Your LinkedIn profile page sets the tone of what you do, how well you do it and who you do it for.
2. You're not earning TRUST
LinkedIn Marketing gives you the opportunity to demonstrate your deep expertise which educates, empowers and engages your target market. Streaming your professional knowledge, insights and advice regularly from your Company Page, Pulse and your Website Blog sets you up as a Trusted Advisor.
As your target audience learn the benefits of the service or products you provide they are more likely to engage with you and turn to you as the preferred supplier when making a business spend decision.
The additional benefit to positioning yourself as a trusted advisor is the tracking capability. You are able to track who is reading and engaging with your articles (Company Page, Pulse & Website Blog) giving you the opportunity to turn readers into quality leads with the ultimate aim of sales conversion.
2. You're not generating LEADS
The opportunity cost to your sales force is undeniable. The combination of LinkedIn Marketing and Search is powerful and would be foolish to ignore.
After consistently demonstrating your deep expertise, engaging with your target audience and identifying quality leads, you will have real targets (prospects) to reach out to and start meaningful conversations with offline.
3. You're not beating your COMPETITION
There is no doubt that all industries are catching on to LinkedIn. Everyone can see the value of having a "best in class" LinkedIn personal profile. However, that is often where it ends.
Training your executives and sales teams on how to be clever on LinkedIn, articulating deep expertise, engaging with their network and converting those online conversations to real leads. Now, that is where the magic happens and that is really leveraging the LinkedIn platform and setting your company apart from the competition. If you develop and implement a clever LinkedIn Marketing strategy you will be ahead of the game. Overlaying this strategy with a dynamic and vibrant company page will consistently build brand awareness and create business opportunities.
This brings us back to the bottom line. If you’re not investing in LinkedIn Marketing, you’re not being noticed on LinkedIn; not educating, empowering and engaging your target market; not bringing qualified leads to your sales teams; and not getting ahead of your competition.
It really isn't a question of whether you can afford to invest in LinkedIn Marketing but rather can you really afford NOT to?
Lucy Bingle has 20 years marketing experience and is a LinkedIn Marketing Expert. She is passionate about helping companies succeed in amplifying their brand, reaching their target audience and growing their business. Our services include LinkedIn Marketing Training Sessions, LinkedIn Marketing Management and our LinkedIn Launcher product specifically designed for StartUps and small businesses.