3 things I learned about social media marketing from growing our LinkedIn Group
My company runs a LinkedIn Group that has over 6,000 members. We didn’t get there overnight – it took a lot of time and effort. But I learned some valuable lessons about social media marketing as a result of building this successful LinkedIn Group. Here are some ideas that all small business owners can gain from our experience with starting and growing our LinkedIn Group:
People on social media are looking for leaders
We didn’t ask permission to start our group; we just went ahead and did it. Sometimes the best way to establish a reputation as a leader and expert in your field is to declare yourself an expert, go out there and start sharing your thought leadership. If you’re not seeing any conversations on Twitter or on LinkedIn that are helpful to you, go ahead and start a conversation of your own. The great thing about social media is that we don’t have to be spectators; we all have a chance to be star performers.
Thought leadership will attract a bigger audience
On our LinkedIn Group, we shared a lot of sales tips and advice on marketing, based on the experience of our company founder who has been in the business for over 20 years. No matter what business you’re in or how much experience you have, you need to look for ways to add lots of value for the people you’re talking to as part of your social media marketing. Can you share the latest trends and insights on your industry? Can you offer the most creative and well-thought-out commentary? Can you offer witty remarks and helpful suggestions that they can’t get anywhere else? Don’t be afraid to share your personality. Be human. Be real. Be authentic. Give them something they can’t get anywhere else, and your audience will keep coming back.
Look for ways to co-create content with your audience
One of the best ways to build a more loyal audience is to shine the spotlight on them. Offer your social media fans a chance to be featured in a guest blog post or profile article. If you help your audience to share their stories, they’ll be more likely to spread the word about you. And by co-creating content with your audience, you help reduce the amount of time and effort you spend on maintaining your social media presence – it reduces your workload and enhances your relationships at the same time. Talk about a win-win!
Social media marketing gets a lot of hype, and not all of the hype is justified – but we’ve seen our LinkedIn Group grow to a level that we never would have imagined. And no one tapped us on the shoulder and appointed us “experts” in this field – we went out and did this for ourselves. If you look for ways to use social media to convey leadership, add value, and build mutually beneficial relationships with your most important audiences, you’ll see great things happen for your company.
Author bio: Gregg Schwartz is the Director of Sales and Marketing at manageyourleads.com, an industry-founding lead generation company specializing in major account B2B lead generation.