The more times you can put your brand/product/service in front of your target audience, the more “aware” they become of the solutions you offer. Statistics show that buyers are more than halfway through their decision-making process (https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/B2B-Marketing/2016/making-sense-of-the-buyers-journey-stats) before they ever make contact with a salesperson, so you need to ensure that prospects think of you (before your competition) when they are ready to buy.
The concept of “frequency & reach” is easy for most sales & marketing professionals to understand. After all, traditional media channels have been measured by these variables for as long as storefront signs, billboards, magazines, radio and TV have been around.
What many professionals do not understand, however, is that you have the ability to create your own frequency and reach on LinkedIn. The best part is, you don’t need a substantial advertising budget to increase exposure for your brand, product or service. You can achieve this with LinkedIn by using it proactively for as little as 15 minutes a day.
Here are a few ways you can create your own frequency and reach and stay “top of mind” with your prospects on LinkedIn:
1. LinkedIn Posts
A LinkedIn Post is like a “status update” where you can share articles, photos, videos and ideas. LinkedIn Posts are generally shorter than articles and do get pushed to your connections as a notification. You should be posting frequently to ensure the content you’re sharing doesn’t get lost in the news feed.
According to LinkedIn research, 65% of buyers feel the vendor’s content had an impact on their final purchase decision. (http://www.brainymarketer.com/social-selling-statistics-2015-infographic/). If you’re sharing useful information that helps them do their job better, they’ll see you as a topic expert that can help them advance their career. Be sure to test and measure the days and times you post to see what works best for your audience.
2. LinkedIn Articles
One of the main benefits to publishing articles on LinkedIn is that they appear on your LinkedIn profile below your summary section, so those articles will be more likely to be seen by your prospects if you’re proactively drawing visitors to your LinkedIn profile.
Another advantage to writing LinkedIn articles is that the content is searchable (both on LinkedIn and Google), making it easier for professionals to find it.
Writing informative LinkedIn articles will help position you as a trusted expert. So, when writing LinkedIn articles, think about addressing topics that your prospects would find helpful. Don’t just write LinkedIn articles that only endorse your product or service.
3. LinkedIn Groups
Join LinkedIn groups that your target audience belongs to and share valuable content as “conversations” in the group. Not only can these group conversations be viewed, liked and commented on in the LinkedIn group, members of that group will also receive email updates whenever there are new conversations posted, providing you with more frequent exposure to your target audience.
4. Sales Navigator Features
Firstly, let’s just clarify the fact that you do not need to upgrade to LinkedIn premium in order to get value out of using LinkedIn for prospecting. However, there are many features in LinkedIn’s Sales Navigator (https://business.linkedin.com/sales-solutions/compare-plans) plan that will make you see the premium account as a valuable investment in your business growth.
Here are just a few of those features and their benefits.
- Lead & Account Updates:
When you “save a Lead or Account” in Sales Navigator, your home page will show updates whenever those leads or accounts share updates, articles or get mentioned in the news. This provides you an with an organised stream of relevant, timely information about your prospects.
- Saved Search – Changed Jobs In Past 90 Days:
Remember, newly hired decision makers are 10 times more likely to make a purchase decision. (https://business.linkedin.com/sales-solutions/blog/1/10-social-selling-activities-statistically-proven-to-get-results). When you see targeted prospects have changed positions; that is a great time to view those prospects profiles, reach out and congratulate them on their career advancement.
- Saved Search – Mentioned In the News In Past 30 Days:
Anytime your prospects are mentioned in the media, they’re going to be delighted about this. This insight provides a timely opportunity to congratulate them.
- Saved Search – Posted On LinkedIn In Past 30 Days:
If your prospects are sharing information on LinkedIn, it means they want the world to know about it, so help them spread the word by sharing their post. Like and comment on that post and engage with your prospect.
All of these tactics will help you stay in the back of prospects minds for when they are ready to buy. If done correctly and consistently, you’ll find that more opportunities will come your way by leveraging the “frequency and reach” power of LinkedIn.