Marketing

A Manufacturer's Guide To Using LinkedIn For Lead Generation in 2021

Social Media has become a gold standard marketing tool for many industries, including many manufacturers. To make the most of it, manufacturers should consider how the marketing landscape has changed in the past year. This article makes recommendations to manufacturers who are looking to maximise returns on their social media investments, particularly on LinkedIn.

February 4, 2021
Written by
Natali Andersen

For Skimmers

LinkedIn is not the only social media manufacturers should use, but it is surely a great place to start. Here's why:

  1. Having a social media strategy will help you increase awareness and reach, get leads, and generate more traffic to your company website and blog.
  2. LinkedIn allows you to find and engage with prospects by building and nurturing relationships that will eventually lead to a sale.
  3. Before beginning InMail outreach, conduct an internal LinkedIn audit to maintain a consistent brand presence across all employee profiles.
  4. Start off by conducting an internal LinkedIn audit to maintain a consistent brand presence across all employee profiles.
  5. Use outreach scripts to begin connecting with your prospects.

If you think that only B2C companies need social media content marketing - think again. Having a strong brand presence online has become the gold standard for most industries, and this includes the manufacturing sector as well.

Manufacturers are notoriously known to be behind on anything digital, and so leveraging social media to get leads and close deals is definitely still a new concept to many. With most companies falling to jump on the digital bandwagon, it presents a huge opportunity for those that are looking to differentiate themselves.

In this article, we hope to convince you on the importance of having a solid B2B social media marketing strategy for the coming quarter, and to even start showing up on social channels to attract awareness from potential buyers.

In particular, we will be focusing on the potential of LinkedIn, and why you should start with this platform first.

First, Define Your Goals and OKRs.

B2B content marketing can only begin once you define your goals and OKRs. Which of the following are your intentions with social media marketing? Is it to increase awareness and reach, get leads, or generate more traffic to your company website and blog?

If you answered yes for any of the above, then you are ready to move onto the next stage — selecting the social media platform to start creating content on.

We believe that one of the most effective channel for manufacturers to begin with is LinkedIn, here's why.

Why LinkedIn?

LinkedIn lets you find and engage with prospects by building and nurturing relationships that will eventually lead to a sale. The concept behind this is Social Selling — a lead-generation technique.

In short — it's a softer sales approach — and one that's all about building long-lasting relationships.

Did you know that LinkedIn accounts for a whopping 80% of all B2B leads?

In order to begin a LinkedIn marketing program, begin by reviewing your Sales, PD and Marketing's teams personal LinkedIn profiles.

Your prospective clients will be more likely to connect with a personal profile instead of a company page, this is why your employees will become an important company touchpoint when going sales outreach.

Setting up LinkedIn.

To begin the audit, ask yourself the following:

  1. How many of your employees are on LinkedIn?
  2. Are they connected with PD or designers brands?
  3. Have they ever tried to use LinkedIn to reach out to prospects before?

After evaluating the current state of your LinkedIn strategy, it's time to focus on building strong and personable profiles that communicate the values of your company through the people that work there.

To build a profile that attracts, here are the important aspects to keep in mind:

  1. Use a branded LinkedIn cover photo/banner to create a strong brand presence.
  2. Make sure your team has a consistent and clear bio written up. This is important in communicating who the person is, and what they work on at the company.
  3. Shoot professional headshot images of all employees. Nothing speaks to who you are more than the image you use as your profile picture.

Here is an example of what a great LinkedIn profile looks like:

An example of what a great LinkedIn profile

Using LinkedIn for Outreach.

Here is where the magic happens — inMail outreach scripts. Once you have laid the foundation of your profile, it's time to start connecting and reaching out to target customers. To ensure a consistent customer experience across all touch points, you should prepare some message templates your sales team can use. Example:

Hey {{First Name}},

I came across your profile and was really interested in your background in {{Position}} in the Denim Industry I would love to connect with you! I share a lot of content about {{Role in the company}} that could be useful to you.

Looking forward to hearing more about you,
{{YourName}}

Customise this in a way that is inviting and natural, and tailor it to the values your company stands for.

Conclusion

LinkedIn is not the only social media manufacturers should use, but it is surely a great place to start. This is why:

  1. Having a social media strategy will help you increase awareness and reach, get leads, or generate more traffic to your company website and blog.
  2. LinkedIn allows you to find and engage with prospects by building and nurturing relationships that will eventually lead to a sale.
  3. Before beginning InMail outreach, conduct an internal LinkedIn audit to maintain a consistent brand presence across all employee profiles.
  4. Start off by conducting an internal LinkedIn audit to maintain a consistent brand presence across all employee profiles.
  5. Use outreach scripts to begin connecting with your prospects.