Tips for using LinkedIn more effectively for remote B2B Sales
Worldwide social media use has climbed during the COVID-19 pandemic and LinkedIn is no exception. The professional social media platform has seen new records in growth and engagement.
According to LinkedIn’s About Us page, the platform now has over 690 million users, representing over 50 million companies worldwide.
No wonder, whilst you may be prevented from meeting customers face to face, the fact is that right now, staying close to your network is vital.
LinkedIn talks a lot about how it has perfected its strategy for sales and marketing professionals, as well as recruitment consultants.
Within the last year, it claims to have made significant strides to build a more warm and inclusive community that prioritises people and the conversations they have, as well as continuing to promote Sales Navigator as the primary source of new leads and tangible revenue by making mission-critical prospecting activities faster and smoother.
But amid the COVID-19 pandemic, the way companies buy from and sell to each other now looks very different than it used to – perhaps permanently, and as remote working becomes the norm many are reporting that social media fatigue is setting in. So how can you get the most out of LinkedIn?
Artesian have published an e-book on how to get more value out of LinkedIn.
In this guide we highlighted that whilst having a simple standard for finding the right people, knowing where they and connecting with them is a premise that certainly resonates, many sales professionals and relationship managers were not using it to its best advantage, that they were missing the point by simply seeing their LinkedIn network or investment in Sales Navigator as the sum total of what it takes to succeed?
It was true then, and I believe it is true now as we head into the new remote working era.
Why you are missing out just focusing on LinkedIn?
Now LinkedIn and Sales Navigator are fantastic tools, but like all great products, LinkedIn has limitations, some by design, and some by the nature of the data that feeds it.
LinkedIn specialise in people – who are the best people to talk to, who are they connected with etc. LinkedIn do a world class job of harnessing the value within this data.
But it’s curated, and doesn’t deliver wider organisational and market influences, insights and behaviours. Think about the entire relationship you have with a customer.
Despite restrictions people are not static (especially during COVID-19), their needs change, they change role or job, and in an instant LinkedIn data can become inaccurate or often irrelevant as preferences and needs change.
This is not going to help maintain existing B2B relationships or assist you in building a connection with their replacement.
Relying on people data narrows the scope and range of information and insight needed to really drive customer intimacy, customer retention and growth.
This is not going to enhance or enrich your understanding of wider influences and opportunities, or give you new reasons to add value.
A top priority for anyone in a customer facing role right now is getting in front of customers and prospects at exactly the right moment, so you can educate them on how you can solve their problems, and provide solutions to their needs.
Whilst working remotely it will be more important than ever to not just find and connect with people, but pinpoint the exact moment when engagement will be best received and most valued. To uncover this type of insight requires a much broader “contextual” view.
Connections breed connections and all that – and if you’re a Premium Sales Navigator subscriber then you may also be getting automated lead suggestions and triggers. But just connecting with someone new doesn’t guarantee that they’ll be interested in engaging.
Tips for using LinkedIn more effectively
So how to get over these limitations and get more value out of LinkedIn in the remote working world?
- Get beyond the limitations – augment LinkedIn engagements by utilising structured and unstructured data sources across the internet, news, corporate data, and wider social media – greater personalisation, improved engagement, enhanced demonstration of value.
- Demonstrate Legitimate Interest – gather insight and intelligence to help understand a connection’s immediate and future needs, the problems they need to solve, and the wider internal and market influences affecting them in order to demonstrate a legitimate interest in addressing needs and solving problems.
- Augment Sales Navigator Triggers – prospect with more confidence by honing in on wider insights such as expansion news, management changes, legislative, regulatory, compliance and risk management changes and triggers, acquisitions etc.
- Improve LinkedIn Pulse Content and Inbound Marketing – Make yourself attractive and compel connections by harnessing golden nuggets of insight to ensure you always having something new to talk about, that you’re sharing relevant content, and publishing thought leadership posts.
- Build value into InMail – Have access to contextual reasons to reach out – ready-made research, door openers and engagement topics. The result will be higher open rates, click-throughs, opt-ins and improved levels of engagement.
- Go beyond simply connecting – Augment connection requests and build value into icebreakers by harnessing relevant and timely insights and contextual anecdotes.
Get more value out of LinkedIn
LinkedIn is without doubt going to remain a vital tool for sellers, marketers, and business development teams so why not invest in getting the best out of it.
Remote working reinforces the importance of using reputable third party business intelligence sources to augment LinkedIn and indeed all sales, marketing and business development activities and tools, CRM included. Something McKinsey agrees with:
“Across sectors, as companies begin to rebuild, leaders will need to rethink their business models, given that some of the profound shifts we’ve seen will likely stick…Leaders also should express their vision for expanding or enhancing their company’s digital channels, as well as the ways that the growing volumes of data from these channels can help employees better understand and engage with customers.”
Now is the ideal time to invest in new data analytics tools – perhaps even those with predictive analysis and artificial intelligence (AI). By populating these tools with only the most important and useful sellers working remotely will be able to operate in a far smarter manner.
Drive more value from LinkedIn with Artesian
In a dynamic and fast-moving new B2B sales world, we believe that in order to respond quickly to a constantly changing environment, B2B sellers will need to have unrivalled access to customer intelligence and advanced abilities to apply customer insights.
With the use of AI technology layered on top of company information, data and news, Artesian helps you uncover new opportunities outside of Sales Navigator, build value into connections and InMail, improve engagements and generally tackle the remote sales challenge, by continually scanning millions of online sources for data on markets, organisations, individuals and topics.
It uses sophisticated algorithms to filter and transform that information into commercially valuable insights, helping drive customer alignment, improved sales strategy formation and success and boosted client satisfaction.
Let Artesian help you stay close to the companies and relationships that matter while working from home. Take the tour today.