Authenticity Over Algorithms: Winning B2B Content in the Age of Skepticism
Business decision-makers no longer believe what they read, hear and see by default. Global social platforms, media outlets and even some of our world...
3 min read
Chris Fell
12/09/2011 11:00:00 AM
When I ask Australian B2B firms if social media and LinkedIn in particular has a place in their communications and marketing strategy I generally get a look that could best be described as worried or hesitant and occasionally dismissive.
If I go on to ask them if they think LinkedIn can generate real leads for their business, that worried look disappears and is replaced with looks of disbelief and guffaws of (usually) well meaning laughter.
Many B2B firms are struggling with what to do with social media. They know they need to do something, that they should probably have a policy, someone should probably be tweeting, that their Linkedin profiles need work...but it's all very half hearted the smaller you are, and the less relevant it appears to be.
But I would beg to differ.
LinkedIn is quickly becoming a powerful lead generation tool for Australian B2B Marketers and sales people. The statistics for LinkedIn usage and membership are increasingly impressive and the tools and capabilities of the platform are becoming genuinely useful.
Here are my top tips for using LinkedIn for generating genuine leads.
Using Linkedin and other social media is one of the key platforms of Inbound Marketing. Inbound Marketing recognises that the way your target audience is buying is heavily influenced by rampant use of the internet. Thus the way you need to communicate and generate leads also needs to change.
If you would like to read more, download this whitepaper on The Inbound Marketing Revolution.
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