With Gary Vaynerchuk (a.k.a GaryVee) having come out this week praising the merits of using LinkedIn for B2B growth and the best strategies to do so in 2019, we wanted to share a quick summary, enriched with our own recommendations, which we have tried and tested across our clients in the UK.
Firstly, you have to understand what value is. It took Gary 10 years to get to 1.8 million followers on Twitter and 3 years to get to 5.2 million followers on Instagram.
Seconding his statement, we too believe value comes in two basic forms:
But the problem is… most people create content that’s not built to entertain or educate!
They create content that’s in their own self-interest instead of thinking about what value the end consumer is getting out of it.
Summarised below are the LinkedIn marketing strategies and ideas shared by Gary, detailing how best to build an audience on LinkedIn by giving value to others first:
1) Use the $1.80 strategy (listen here if your not familiar with it)
Find the top performing posts in your space, by following influencers, searching relevant hashtags or looking at the “top posts” in your area – and add your “two cents” in the comments (something meaningful that shows that you actually consumed the piece of content). If you leave the best comment on a post that gets a lot of reach, people will notice – especially if you stay consistent with it.
2) Write native articles
While the $1.80 strategy is about engagement, the other way to “attack” content is by actually producing native content through video, written, or audio form.
3) Add your profile link to your email signature
If you’re someone who sends a lot of email from your personal or business account, add your LinkedIn profile to your email signature.
4) Don’t spam out messages
Salespeople get “spammy” using LinkedIn messaging which really doesn’t work! The proper way to do it is by giving value to the reader/consumer/community first, by producing or engaging with content.
5) Use LinkedIn to host in-person events
People in B2B recognise how valuable it can be to host conferences to get leads and clients – but many don’t consider the value of hosting smaller events. If you host a small event with attendees that resemble the type of clients that you want to get, you’ll put yourself in a disproportionate advantage to convert those clients down the road.
Based on the his propositions, we ideated how we can further improve our own LinkedIn growth strategies here at Rocket, on behalf of our clients, to encompass content more on the lines of, in Gary’s words, “… the value the end consumer is getting”.
Recommended Strategies – by Rocket
- Tip 1
“It took me 10 years to get to 1.8 million followers on Twitter. And it’s taken me 3 years to get to 5.2 million followers on Instagram.” – Gary
We focus on establishing our client as the authoritative leaders, in their designated space, creating groups and actively being value added members of key relevant groups to their particular industry / product niche. We then look to get our clients directors and sales team, connected to all key prospects (decision makers within their dream clients). By first building them a network of thousands of 1st degree connections, it give them their prospect universe at their fingertips, knowing full well that every time they post native content to LinkedIn, they will be appearing in the news feeds of their target market. Essentially allowing leads to come to them, rather that actively spamming new connections with self promoting messages.
- Tip 2
“Most people create content that’s not built to entertain or educate. They create content that’s in their own self-interest instead of thinking about what value the end consumer is getting.” – Gary
For ourselves and our clients we focus on creating story and case study based content. Layout out the challenges solved and results generated and insight gathered. All to lay the foundations, of becoming an authoritative leader in a dedicated space. Storytelling, and showing proof of product, massively outperforms self promoting one’s services – especially when the reader works within the same vertical as your case results.
- Tip 3
“$1.80 STRATEGY – Engagement” – Gary
We found the top performing posts in our space and client’s by searching relevant hashtags or looking at the “top posts” in the area.
Click “Discover More”, and comment insightfully in LinkedIn, do that 90 times a day, and you’ll start building a community, in a manner that sees your sale pipeline expand, thanks to social selling! Keep track of key relevant hashtags that are trending and be sure to use them within your own native posts.
- Tip 4
“If you leave the best comment on a post, follow influencers, that gets a lot of reach, people will notice — especially if you stay consistent with it. – Gary
We dove deeper into caring about adding value to the community, always ensuring our thread replies were insightful, educational and most importantly adding additional value. And this does NOT mean, simply linking the reader elsewhere as a means of self promotion. But instead linking to additional best in class content on the same topic. Letting the reader then look into who you are, and what you offer.
We shifted from a mantra of cold selling to one of added value social, in order to build a community of followers! And a reputation as an authoritative leader in our space of B2B outreach, lead generation and appointment setting
- Tip 5
“Producing content through video, written, or audio form.” – Gary
We are the first to admit that we still have a lot to learn from the master, when it comes to video and audio content. It remains an area of continual development and a/b testing. What is unquestionable is the performance of video over more static content and more traditional infographics.
- Tip 6
“People in B2B recognize how valuable it can be to host conferences to get leads and clients – but many don’t consider the value of hosting smaller events.” – Gary
For a long time now we have had massive successes in getting our clients in front of the right prospects at industry events, pre-booking 1on1 and demonstrations with known attendees and speakers.
We love Gary’s suggestion of ramping up how look to organise small events on behalf of our clients, whether its a breakfast seminar, webinar or even a dinner party – bringing key decision makers together, where our clients are the orchestrator and thought leader on the topic in hand. Thus putting our clients in a disproportionate advantage to convert those clients down the road.
One can use LinkedIn’s organic reach to get those attendees, or simply target the most profitable potential attendee’s from the thousands of 1st connections you should have already build up.
You can find Gary Vaynerchuk’s full original article here.
You can find more of our LinkedIn tips and strategies on the links below.