LinkedIn is a powerful tool for marketers in the United Kingdom, offering access to millions of professionals and potential clients. It’s one of the most popular social media sites, with over 21 million members in the UK alone. That means there are plenty of opportunities to reach potential customers and build relationships with people who could become valuable partners and allies.
Let’s look at how you can create a successful demand gen strategy for LinkedIn in the UK.
1. Create an Engaging Personal Profile
Your personal profile is often the first thing potential customers see when they search for you or your business on LinkedIn. Make sure it accurately portrays both yourself and your company by using keywords that represent your industry, services, and skills.
Be sure to include a professional headshot or company logo and list any accomplishments, awards, or certifications that make you stand out from the competition. A well-crafted profile will help you establish credibility with other users and make it easier to connect with them on LinkedIn.
2. Create an Enticing Business Profile
Along with your personal profile, your business profile will be front and center, and making sure it represents your company in the best light will be key to your success. To create a LinkedIn company page, go to the Create a LinkedIn Page page, and select company. You can only do this after you have set up a personal profile, so make sure that is your first step. First, fill in your company’s details, and upload your logo and tagline: pages with complete information get 30% more views.
Then, click “create page” adding your url, a more detailed description, keywords, and your location. Finally, make sure to add a cover image. Currently, a 1,128px by 191px format is recommended. Then add keywords, a custom button, and your first post and you’ll be off to a good start!
3. Find your Audience
With millions of LinkedIn users in the UK, there are plenty of potential leads available. However, not all these leads will be relevant to your product or service offering, so it’s important to carefully select your target audiences based on factors such as job title, industry sector, and location.
LinkedIn has some fantastic tools to search for people and to narrow down your results based on your target audience. Click on the “people” button below the search bar, and then click on “all filters.” You can narrow down your search based on: Type of connections, locations, current or past company, school, industry, service categories, and more.
Once you find some prospects, LinkedIn will show you ‘also viewed’ suggestions which an be helpful in finding similar contacts to the ones you found.
4. Create a Content Strategy
Once you have identified your target audiences on LinkedIn, it’s time to develop an effective content strategy that resonates with them. Content should be engaging and informative and should focus on topics that are related to your product or service offering.
The goal is to build relationships with potential customers by providing useful content that adds value to their experience on the platform. You can also use content marketing tactics such as direct messaging or running competitions or giveaways to drive engagement from your audience.
Ultimately your goal should be to capture an opt-in email address from your prospects using high-value content as a ‘carrot’ so you can connect with contacts in LinkedIn and outside of LinkedIn.
5. Try Paid Advertising Campaigns
Another great way to engage with potential leads on LinkedIn is by running targeted LinkedIn ads that reach users based on their interests and job titles. This allows you to target specific audiences with tailored messaging that speaks directly to their needs. You can also track how successful these ads are by tracking engagement metrics like clicks per ad or impressions per ad so that you know what kind of ROI each campaign gets. Promotion through ads on LinkedIn also helps boost visibility as people who may not already be familiar with your product or service get exposed to it via these campaigns.
6. Track your Data
Finally, it’s important to track and measure your efforts on LinkedIn so that you can refine and optimize your content and campaigns over time. Data analysis tools such as Google Analytics can help you gain additional valuable insights into how users interact with your content and how they engage with it after viewing it.
Campaign data can then be used to make informed decisions about which content works best for different segments of users and allows you to identify areas where improvements can be made.
Demand generation for international audiences through social media platforms like LinkedIn yields great results when done well – but only if marketers know how to properly leverage its features for maximum success. By targeting specific audiences located in the UK, creating engaging content strategies relevant to UK business prospects, and analyzing user data for optimization purposes, marketers can unlock potent demand generation opportunities in the UK market through LinkedIn – resulting in more and higher quality sales leads!
Would you like to grow your business and build velocity? Let’s talk.
