🕵🏻‍♂️LinkedIn demand generation

Mar 02, 2022 1:33 pm

In early May we plan to launch a new live Bootcamp to train B2B marketers, execs, and sales to install our LinkedIn Allbound marketing framework.

If you want to be notified when the program will be open for enrollment, check the program overview and the results you can expect here.

In today’s newsletter, we will walk you through the nitty-gritty of LinkedIn demand generation. Specifically, you will learn:

How to maximize the 12 Cs of LinkedIn success
How to find the content ideas that will resonate with your target market fast
How to stimulate engagement with the content and make sure your target accounts will see it
How to find a great copywriter that can ghostwrite for you

Before we dive into it, here are some remote positions from our job board that might interest you or someone around you.

TRENCHES JOB BOARD

CELONIS is hiring a Business Development Representative

Here are some of the things you can expect to do:

Work as Celonis' first step in the sales cycle and discover new business opportunities in your industry;
Understand accounts’ needs and effectively communicate how Celonis will meet those needs while ensuring 100% satisfaction with all customers;
Use the best channel out of Celonis' multichannel approach to address new prospects.

Learn more about this offer and apply here.

FILEBASE IS HIRING A SENIOR DIGITAL STRATEGIST (REMOTE), $75-125K

Here are some of the things you can expect to do:

Develop, test, and iterate on the company's digital content marketing strategy;
Work collaboratively with other departments to create a regular cadence of content for lead generation (ebooks, webinars, blog posts, etc);
Plan and manage a promotional calendar across all content assets to ensure a high level of activity.

Learn more about this offer and apply here.

Now, let’s get to the brass tacks.

How to maximize the 12 Cs of LinkedIn success?

These 12 Cs stand for what Tara Horstmeyer has learned the hard way in the past years.

1. Cultivate

If you think of yourself as a farmer or somebody who's really working hard to make something grow, you’ll realize that you’re more of a cultivator.

Find the people who are potentially ahead of you, beside you and even people you can mentor and guide. Offer them fresh perspectives, create, and cultivate relationships with them.

2. Curate

The cool thing about LinkedIn is that you don't only see your connections' posts. You see people who your connections comment on and that is super important.

So, curate the content that motivates you, teaches you, and inspires you.

3. Connect

The surest way to connect with people is to use real words and real experiences to put out content.

Perfection isn’t key here. Our imperfection, our human nature, and our failures are what will create real connections with the audience.

4. Converse

Start a conversation by leveraging comments and DMs. Reach out to people, not trying to get anything or sell anything to them.

Remember, nobody wants to be talked at. We all want to be talked with.

5. Create

Get your thoughts out of your head and onto paper. The more you have those creating moments, the more you'll start flexing that muscle. And the funny thing is you’ll actually become more creative.

6. Comment

“This to me is like the hill I live, breathe, and die on. I love comments. I love them more than I love posting.” Tara Horstmeyer.

It's one thing to stay in just the back of your own head, but it's another thing when somebody's put themselves out there whether it's a comment on your post or on their post.

Even on the days you don’t post, you can still comment on other people’s posts and show them how you beg to differ or how you back up what they’re saying. This helps you get noticed.

7. Captivate.

We live in a society that is extremely flooded. There are tons of content out there competing for attention.

So make sure the few lines you write really cut through the noise and captivate your audience.

8. Capture

Make sure to keep a repository of all your posts and comments.

Not only will that make things easier, but you'll also start to see themes that will make content creation way easier as you grow.

So, whenever you notice some insightful posts, some interesting conversations, try to add as much value as you can, and then save that content. Then, repurpose your comments in a new post.

9. Challenge

“My number one strengths finder is competition. I peed against myself every single day. And the same thing is true for my content.” Tara Horstmeyer.

Challenge yourself. Challenge your own ideas and opinions.

What you thought about XYZ topic a year ago does not mean you think about it the same way now. In fact, it shouldn't. We should grow. We should change what we think and believe.

So, challenge your own notion of what you think works. And also challenge your own thought process.

10. Care

Really caring about others is the foundation of LinkedIn. So, make sure you give a crap about people.

Show that you care about somebody else's growth. Show that you care about their point of view and what they say.

We are all in an echo chamber that is not giving anybody any kind of care at all. So, make the difference by showing that you care about people’s uniqueness.

Don’t just focus on creating content. LinkedIn is not a blog post or a repository site, it is a social media connection site where we get to care about other people, challenge other people, and challenge themselves.

11. Change

In the heart of talking about challenge is change. Change things up.

If you got a routine where you post on certain days, don't be afraid to change that if you're not enjoying it or if it’s not working.

Do something that you're passionate about. Write about something that you care about and something that actually helps others.

12. Community

If you do nothing else, take this last C and maximize it.

LinkedIn is a community. You can think it's a job board. You may think of it as a place where you can become super famous or a place where you can impact and inspire the world.

Yes, all these are checked, checked, and checked. But at the heart of LinkedIn, it is people connecting with people.

We usually forget that the platform is actually a community of people who are there to get better, to do better, and ultimately to be better and when we can do that together that is when Linkedin becomes so much bigger than just a place for us to post and go.

So, if you take these 12 things, you will find your place. You'll find your voice. But most importantly, you will find your people. And when you show up for those people, they are going to show up for you.

II. How to find the content ideas that will resonate with your target market fast

The only way to find content ideas that will resonate with your target market is to test.

I wish there was a magic formula and a magic bullet, but there’s none. The only secret is testing.

You want to shorten your span, and reach out to people who’ve engaged with your post.

Let’s say somebody just commented “Hey, great post”. DM that person and find out what really resonated with them. Always try to dig deeper. What were the themes that actually draw the attention of that person?

Be curious about your audience, connect with them and ask them questions.

Next up, check the profiles of the people from your target audience who engaged with your content. Go through their activity. See who they're connected with, and also check the language they are using in their replies and in their comments.

What are they commenting on? Who are they connected with? What is driving them?

The answers to these questions will help you curate content that acts as a magnet.

III. How to stimulate engagement with the content and make sure your target accounts will see it

The biggest thing that people forget is there's so much that goes with having conversations and being accessible and engaging.

As you are starting out, it is so important to share value-packed posts, ask insightful questions, leave insightful comments and also reply to comments on your posts.

Mind you, this doesn't mean you need to engage with every single post that pops up on your feed.

No. Be strategic about it. Be choosy on who you follow, comment, and engage with.

That's all you can control. You cannot control who's inboxing you but you can put out really great content and engage with your audience.

IV. How to find a great copywriter that can ghostwrite for you

There are typically two sides to working with a ghostwriter and an editor. The first thing you want to do is to make sure that whoever you partner with is someone you know, like, and trust because they're going to get key insight into your brain, and into your thinking.

Obviously, that person should have great communication skills, but more importantly, they should be an extension of your voice and able to leverage all of those 12 Cs we mentioned previously.

Again, that person should be able to challenge and help you get better at writing content yourself. This approach can really help those who have the time and who have the desire but just need an extra pair of eyes.

But in case you’re the type of busy execs who have the will and maybe don't have the skillset, you first have to see ghostwriting as a priority and believe in the power of putting your voice out.

You also need to trust someone who is going to help you create and curate your thoughts in a way that is authentic and genuine.

So when you're looking to find someone to write for you, make sure that they check almost all the boxes and that they really are an extension of you, not a replacement.

Upcoming community events

Below is the list of the scheduled events. CLICK on the events you are interested in to save your spot. You're very welcome to join the conversations, ask your questions live, or share your experience.

Full-Funnel Summit (29th - 31st March)

You can attend and learn from the best B2B marketers for free.

Save your spot here.

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See you in Trenches 😉

Adechina D. Odjo,

Content Editor @Trenches

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