Forrester Research recently published a report proclaiming that marketers should primarily use LinkedIn for brand awareness since it falls flat on brand engagement. Forrester could not be more wrong!
LinkedIn is not about engaging with brands.
Your buyers are not on LinkedIn to engage with your brand. They are there to engage on a more personal level with peers and subject matter experts who can help them solve critical business problems. That’s why sales and marketing professionals should be taking a go-to-customer approach by targeting key decision makers they want to do business with and providing them with content that fits their specific needs.
You see, B2B buyers on LinkedIn are looking for access to broader networks that can help them (not brands – but actual visible experts) and they want relevant context to connect with those vendors.
LinkedIn as a sales and marketing tool
To us, LinkedIn is a buyer engagement tool not a brand engagement tool. When you actively engage with buyers and have a go-to-customer process in place that helps them solve problems and establishes trust – you will generate leads and sales opportunities. But you have to go beyond the brand awareness and maintenance activities that Forrester and many other B2B sales and marketing executives call a LinkedIn program.
Remember, you can’t measure the ROI of brand awareness and brand maintenance. It’s not enough anymore to gain visibility. CEOs, CMOs and Sales VPs want measurable results. They want to see leads and opportunities – and they want to see that these leads are being developed into customers.
By going beyond brand awareness and brand maintenance…
Wizard Media has gained hundreds of new marketable leads – read the success story here.