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How to grow your B2B business on Linkedin

LinkedIn is one of the most valuable and effective marketing tools that any business has access to, yet many aren't taking full advantage of its incredible power. In this article we will explore some of the most effective ways of fully utilising LinkedIn to increase your brand awareness and overall sales for FREE.

When used efficiently, LinkedIn can be a very easy way to create groups of followers, championing your business for you as well as consistently adding value and creating new connections.

In order to tap into the huge potential that LinkedIn has to offer, your marketing strategy needs to be highly focussed on creating relationships and adding value to others before any mention of your own product or service. LinkedIn has a plethora of groups full of business owners, focussed around industries, sectors and even regions, giving you a captured audience of potential customers or collaborators – perfect!

The mistake that many people make here, however, is that they join a group and instantly tell everyone how fantastic their company is and persuade everyone to buy as much as they can because they couldn't possibly live without it. Unfortunately, no matter how great your business is, this message will probably fall largely on deaf ears – how would you feel if someone in the street walked straight up to you and started telling you about how great their product was? You'd probably politely tell them you’re busy and to bother someone else.

With that in mind, here are our quick top tips on how to effectively market your business and gain the support of others through LinkedIn:

Engage with Others

Strike up positive relationships by commenting on individuals' LinkedIn updates and articles with a valid questions or endorsements. Use Twitter to tweet them about your thoughts on their recent LinkedIn post and comment on their blog posts with something constructive that adds value to the conversation.

Share their Content

After you’ve commented on someone's LinkedIn post or article, share it to your networks on LinkedIn, Google+, Twitter and Facebook to increase their reach to a wider audience.

Keep the Connection Going

Join a LinkedIn group that they're a part of and engage with them there too, to increase your respectability and social presence.

The connections you make will not go unnoticed and you will be quickly and easily creating a positive relationship and gaining the trust of others. It is important that you do not mention your business at all until you reach this stage – you don’t want people to think you're only there to promote your business with a ‘hard sell’ attitude, after all, that's not what business should be about and it won’t gain you an authentic following.

Become a Trusted Contributor

Now that you've got a captured audience who are interested in what you've got to say, you can begin to slowly introduce your business by posting articles on the benefits of a product or service related to your business. This article has to benefit others, whether that’s introducing something that they may have never heard of, or adding to their existing knowledge by offering a tip or trick; it shouldn’t be purely sales talk!

This is where our final tip comes in – Pulse. Pulse is LinkedIn's publishing platform for users to share their content to a wider audience. The important thing when publishing an article through Pulse is that you should include a rock solid 'call-to-action' at the end. The most effective way of doing this is to focus on one part of your overall message, giving the reader a short, sharp message that compels them to find out more, with a link to your blog at the end that explains the topic in more detail. This is a win-win situation because not only are you captivating your audience and compelling them to share your content, you'll also be gaining increased traffic to your website which can have positive knock-on effects in other areas.

Remember, LinkedIn is about adding value to others first and marketing yourself second. Short positive comments and a few easy 'shares' can create lasting valuable relationships that could be worth thousands - follow our simple steps and you too can reap the huge rewards that LinkedIn has to offer!

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