Like many other business owners, I’m fully onboard with what GDPR stands for in believing it’s morally and ethically the right thing to do.
However, when it comes to sales and marketing – it was the iceberg that we all inevitably had to hit.
Nationwide, companies felt the pinch, almost overnight seeing their email marketing lists shrink by 80% or more. Many businesses were left with the obvious realisation that they were highly dependant on their email marketing campaigns.
Okay – so, let’s move on from the ‘doom and gloom‘ scenario and instead recognise that GDPR has made us look at the data we’re holding in a whole new light, and although since May 25th, we’ve seen our email marketing lists shrink, we’re also seeing the data quality improve.
Thumbs up to quality data and better email marketing!
So, if GDPR is now a fixed part of our business landscape – Where should we be investing our time?
Aside from paid marketing;
THE SINGLE BIGGEST INVESTMENT WE NEED TO ALL BE MAKING IS ON LINKEDIN.
LinkedIn has 467 million users worldwide. Brand messages shared by employees on social media, have a 561% higher engagement rate and typically get shared 24x more than messages sent through corporate marketing channels.
Best of all, when it comes to daily LinkedIn networking, you can:
Send connection requests ✔️
Engage with new prospects ✔️
Have online conversations ✔️
Share brand marketing ✔️
+ much more
And unlike many other sales and marketing activities…
✅ It’s all legitimate interest and GDPR exempt ✅
So, here are a few suggestions for driving higher engagement from LinkedIn:
🏢 For Businesses – Now is the time to embrace SOCIAL ADVOCACY.
What is Employee Social Advocacy?
It’s essentially the promotion of an organisation by its staff members. A business may ask employees to actively promote the organisation, often through social media, as an element of their jobs.
So, here’s a great way to expedite this process and target those individual employee networks:
- Tag individual employees(s) in posts
Pretty straightforward, click the post share option, start typing your message and at some point, add a connection name from your network by clicking @ followed by typing their name (no space).
- Ask key business stakeholders to write LinkedIn Pulse articles
LinkedIn’s publishing platform known as Pulse, is an easy way for key stakeholders in a business to contribute ‘thought leadership’ articles directly on LinkedIn.
Using the tagging method above, these articles can be shared with other employees in an organisation to ensure maximum exposure to extended employee networks, and because it’s written inside LinkedIn, it plays nicely with LinkedIn’s algorithms.
Here’s an awesome infographic from @wordstream showing 11 ways to hack the LinkedIn Pulse algorithm.
👥 For Individuals – There’s never been a better time to invest in building your personal brand.
Write an exceptional LinkedIn profile
Having an excellent LinkedIn profile is the foundation for all activity on LinkedIn.
Under the same logic that you wouldn’t hand a prospective employer a badly written CV or give a potential client a crumpled business card – don’t rely on an ‘average’ LinkedIn profile to put you in the best possible light when it comes to professional networking.
Here are some tips:
- Add a profile photo (headshot only – professional studio pic if possible)
- List 2 or more positions you’ve held, with descriptions of those roles
- Have 5 or more skills on your profile for people to endorse
- Write an engaging summary about yourself
- Add your education
- Have 50 or more connections
- Get recommendations for every position you’ve worked within via colleagues and clients alike
- Use relevant keywords within your profile to enhance how you appear in searches
- Use digital media on your profile – images, slide decks and videos are more engaging to a viewer
- Keep LinkedIn active!
The idea around building your personal brand is to ensure you are kept ‘front of mind’ when it comes to your professional network.
Keep your profile/network up to date by adding regular status updates. Aim to share engaging industry-specific content at least once a day.
Maximise your LinkedIn group membership by connecting to relevant industry groups (remember, there’s a limit!)
Network and add all new business connections on LinkedIn (grow your sphere of influence)
We hope this is helpful!
If you need advice or guidance on getting the most out of the LinkedIn platform, please give us a call.
We hope you continue to enjoy using this phenomenal business tool.