4 LinkedIn Marketing Success Strategies for 2022
4 LinkedIn Marketing Success Strategies for 2022
The one sure way to fail in your LinkedIn Marketing efforts is to not have a strategy.
Unlike most social media networks like Facebook or Twitter, having a clear well-defined mapped out plan of action, is the only way to guarantee a return on your time investment, in LinkedIn.
Good news is that no matter whether you are just starting or having been a LinkedIn user for a while, it is never too late to define a LinkedIn marketing strategy.
For most the challenge is how to get started and what to include in a LinkedIn marketing strategy.
Over the years I have learned that the best solution is not to focus on one over arching LinkedIn marketing strategy but to break it down into four main strategy categories.
This approach will assist in measuring and managing your progress which in return will enable re-alignment and highlighting potential problem areas.
In this article I detail the four main strategy categories that will yield the lead generation results your business needs.
Ideal client search strategy
We have always relied on the LinkedIn and Sales Navigator search facilities to find our ideal clients, focusing mainly on the Title, Industry, Geography and Size of the company.
This strategy will continue in 2022 however will not be nearly enough.
We need more.
LinkedIn has grown rapidly during 2021 mainly because business owners now realize the importance of a digital presence and the value of relationship marketing. This changed the LinkedIn game forever.
You will need to qualify your prospects further through nurturing and engagement campaigns.
It became clear that just finding a name to connect with for lead generation purposes is no longer sufficient. You also now need to determine where in the buyers journey your LinkedIn prospect finds himself and adjust your approach.
If, for example, your prospect has not identified that he/she in fact has a problem your strategy will focus on engagement first. On the other hand, if the prospect clearly indicate that they are seeking solutions your strategy will focus on a nurturing campaign.
Therefor, the Search Strategy will require more than just finding the ideal client. In 2022 you will need to use the LinkedIn search results to include relationship marketing first, as the first step in defining an effective LinkedIn marketing strategy.
This approach might be slower but long term you will save time, effort and ultimately money.
To support your Search Strategy, you will need to define a Content Strategy that will support the Search Strategy
LinkedIn Content Strategy
I have detailed the LinkedIn Content Strategy many times but for purposes of this article highlight the critical focus point for 2022.
Firstly, always remember that it is about them and not you or your products and services.
Samuel Cook often said that in today’s digital era it has never been easier to be seen out there but it has never been harder to find people that care.
The content of 2022 will have to resonate with your ideal clients’ and create an ‘aha moment’ for them. This means instead of highlighting the benefits of connecting with you or the solutions to their problems you will have to dig deeper.
It has been said that ‘emotion creates motion’ and to me, this will be the differentiator between good and great content, effective and ineffective content, in 2022.
This will require that you really know and understand your ideal client in far deeper level than ever before. Just knowing their title, industry, geography, and size of the company coupled with their pain points and obvious solutions needed, will not be enough. You will need to understand how their problem, that you are solving, makes them feel, re-act and act.
Your content will have to focus on all this and when done correctly get the engagement and you will need to reach out via the Messaging System.
LinkedIn Messaging Strategy
I designed and implemented the LinkedIn Marketing Funnel system and has proven the benefit over the last 6 years.
Never will this funnel system be more essential than in 2022.
You will need to plan your outreach campaign with great care and a very clear strategy to ensure that you do not get labelled as a spammer or plainly being ignored.
The main purpose of the messaging strategy must always be brand awareness by means of introduction. But as per the content strategy you should avoid focusing just on the problem and solution of your ideal client by digging deeper.
Your messaging must focus on the deep understanding of your ideal client resulting on connecting rather than focusing on informing them on your offer(s).
Once you have defined these three strategies you need to define and implement a strategy that will focus on continuous research, re-alignment and implementing changes to your strategies when needed.
You will need a Nurturing Strategy.
LinkedIn Nurturing Strategy
LinkedIn is not a numbers game and your focus in 2022 will have to be on establishing quality relationships on LinkedIn by means of a nurturing strategy.
The aim to have 30 000 connection serves no purposes anymore, 300 laser targeted connections that need your solutions desperately will prove far more effective.
But again, it is not about you, focus on them. One of the most effective methods I have found is to ask questions more than offering unwanted advice.
When engaging on other LinkedIn users content and post updates ask meaningful questions for purposes of understanding them better.
When sending messages ask direct question to determine where they are in the buyers journey.
The nurturing strategy outcomes will drive all other strategies.
