Any B2B firm that is tired of expensive, overused sales database subscriptions should investigate LinkedIn as a viable marketing tool.
San Diego, CA (PRWEB) July 31, 2012
Many sales and marketing organizations still subscribe to list services to identify and generate potential sales opportunities. Unfortunately businesses increasingly experience problems with rented lists. First, they can be expensive. Bounced emails are common enough that some list brokers will refund for each bounce. The worst problem can be the response rate. The contacts on brokered lists have been saturated with messages from other firms who rented the same list—some of those firms may even be direct competitors. Fortunately, it’s 2012 and we have the advantage of social media. Bop Design, a San Diego marketing agency, highlights LinkedIn as the one of the best prospecting tools for B2B marketing and sales. The San Diego marketing firm provides four valuable tips.
1. LinkedIn Is a Living Database
"In contrast to static contact lists, LinkedIn is a living database," states Bop Design Business Principal, Jeremy Durant. When someone moves to another position, it may take years for the change to make its way into a database subscription. Due to its social nature, LinkedIn users are motivated to update their own information. Because users maintain their own data, LinkedIn provides the most current and targeted lists for B2B marketing.
2. LinkedIn Notifies You About New Prospects
Say your business is a San Diego web design agency that targets corporate marketing directors in the San Diego region. A LinkedIn search will find users who fit that description. A sales person can then save the search and set up email notifications for whenever a new marketing director is hired in the San Diego area. "Every week, LinkedIn will email an updated list of contacts based on a saved search. This valuable service allows a sales department to be a step ahead of the competition."
3. InMail Has a 75% Better Response Rate
"The most valuable lead generation tool on LinkedIn is InMail," exclaims Durant. The InMail service allows a sales person to contact a decision maker who is not a 1st degree LinkedIn connection. Depending on a firm's LinkedIn subscription level, a subscriber is allowed a certain number of InMails a month. Durant says, "In my experience, I have a 75% better chance of initiating a meeting or call with InMail than with a cold email. InMail allows the recipient to see your connections, recommendations, and experience. This gives your firm more credibility than simply giving your name and email address. Most decision makers are inundated with email solicitations everyday. An InMail gives a firm's message an extra edge and stands out from the crowd."
4. Group Participation/Creation
Participating in group discussions is an excellent way to highlight the expertise of a firm. While many people are starting to participate in groups, not everyone realizes that there is more to LinkedIn than client prospecting. LinkedIn groups are an excellent way to build strategic partnerships. Durant advises, "If a firm has its own group, invite prospective strategic partners to post content to your audience. This will help strengthen relationships with partners. The stronger the relationship with your strategic partners, the more likely you can provide mutual benefits through referrals."
Bop Design contends that Linkedin is one of the most valuable marketing tools that can help a sales team identify ideal prospects, open doors and engage in sales opportunities. Unfortunately, the free LinkedIn account only gets a firm so far with prospecting. Durant recommends a paid account for sales organizations serious about LinkedIn as a lead generation tool. "Typically a paid LinkedIn account offers more research and InMail benefits so it’s worth the monthly fee. Any B2B firm that is tired of expensive, overused sales database subscriptions should investigate LinkedIn as a viable marketing tool."
About Bop Design, San Diego Web Design
Bop Design is a boutique marketing communications firm headquartered in San Diego with offices also in New Jersey. We express a business' values through web design, branding, advertising and print design. The marketing agency also helps attract a firm's ideal customer through search engine optimization and search engine marketing. Bop Design's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.