In a relatively short amount of time, LinkedIn has grown into one of the biggest networks on the Internet. This platform now boasts more than 400 million users. Not only does LinkedIn have a lot of users, but its professional focus makes it a gold mine for any business that wants to generate B2B leads.
When it comes to generating B2B leads through LinkedIn, there are a number of different approaches that businesses can take. Of those options, we’ve found LinkedIn group marketing to be one of the most effective. Even though changes to certain LinkedIn features and settings at the end of 2015 made it more difficult to fully harness this type of marketing, it’s still possible to find a lot of success through LinkedIn groups.
Have a Clear Purpose for Any Group You Create
Creating your own LinkedIn group isn’t a requirement for generating B2B leads through this platform. However, when done correctly, it can definitely provide a compelling way to drive leads. If you do decide to create your own group, one of the most important things is to answer the question of “why.” Deciding whether your primary aim is sharing thought leadership, creating a networking hub or accomplishing something else will ensure that your group has direction and purpose.
Choose the Right Option for Your Group
LinkedIn allows groups to be standard or unlisted. The former means groups will show up in search results and anyone can be invited to join, while unlisted groups are hidden in results and invitations can only be sent by the group’s owner. The option you choose will depend on the specific purpose you identify for your group.
Avoid Being Salesy and Focus on Authentic Participation
Whether you’re participating in your own group, other groups or a combination of both, you don’t want to be viewed as the person who’s always trying to yell about yourself. Instead, your top priority should be authentic participation in the form of providing value. While it’s true that this approach will require some work, it’s also what will ultimately drive the most value for your business. Since LinkedIn groups are a top of the funnel place for driving B2B leads, it’s best to take more of an inbound approach instead of trying to pitch directly.
As with any type of marketing on social platforms, consistency is key. In addition to keeping your own group active through consistent posts and discussions, contributing to other groups on a regular basis will help you establish a presence that other people notice.
By having a clear purpose for any group you create, choosing the right option for your group, avoiding being salesy, focusing on authentic participation and staying consistent, you’ll be able to use LinkedIn marketing for businesses via groups to generate quality B2B leads.