For B2B buyers and sellers, it is critical to be findable on LinkedIn.
You may know that your customers and buyers search for the solution to their problem and have narrowed their options through search, travelling 60% through the buying process before feeling the need to talk to a human. If you are not on their radar and not on the shortlist you have little chance of securing the sale.
When your customers and buyers are searching, where are they going?
For the previous three years, social networks have out-paced search in the share of visits. Well 2017, saw the dominant Google search make a comeback with 34.8% of site visits in 2017, compared to 25.6% from social. It is important to note that search on social cannot be overlooked, many of your customers and buyers have not discounted it.
What happens when you search a name in Google? LinkedIn comes up very near the top of results, followed by YouTube and Facebook depending on the user’s activity. Even Google recognises the importance of social networks.
Search engines are now indexing more social content to include it in their rankings and results pages. One way to stamp out your competition is to use your network to amplify theirs. If you cannot beat them surround them. It is no surprise that search has regained the crown.
What does this mean for you?
If you are not actively engaging in social networks, not only will your customers not find and engage with you but the search will not amplify your activity. That’s a bit like having a shop window (your website) and pulling down the blinds so your customer cannot see inside. If you do not have active, engaging social media accounts, you are less findable.
How do you become findable?
Even LinkedIn that previously ‘pop-pooed’ #Hashtags has adopted the norm and recognises that it needed to easily search, categorise, organise and filter content and listen to topics that their users found most interesting. For platforms, like Twitter and Instagram, hashtags are an essential ingredient to the social posting strategy, so it is good news that this is uniform across many networks.
Have you noticed that since LinkedIn was taken over by Microsoft it appears to be happily getting cosy with Google? If you are improving SEO on LinkedIn this will, in turn, improve your search results on Google. Whoopee 😊
“The big back woof is Facebook, Grandmother is Google and Little Red Riding-hood is LinkedIn – I don’t know, I just made that up!”
Let me Elaborate with 7 Nifty Ways to Amplify Your Impact on LinkedIn:
I love Twitter and have always found LinkedIn although an incredible resource, it’s user experience is clunky, who knows I might start to fall in love with LinkedIn too.
Let me know if you found this helpful.
Janice is a Visiting Fellow at Cranfield School of Management. She is passionate about helping companies adapt their sales approach to the economic, social and technological challenges. This has led her to create the popular the sales enablement system, Scale Your Sales. Janice is the international Strategic Account Sales Speaker, author and consultant, achieving many noted accolades including Sage Top100 Global Business Influencer 2017. Contact Janice today about Scaling your Sales
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