Hey, I’m Chrissy Mais. I’m a content creator and Content Marketing Manager at Animalz, living in New Jersey (state of the best pizza & bagels). I also write articles for davegerhardt.com. Let’s connect on LinkedIn & Twitter!
“Linkedin is the most powerful channel for B2B marketing — but not everyone is using it to their advantage.” – Dave Gerhardt
Now, if you feel you may be a part of that “everyone”, pause for a second and open up a tab in Notion. It’s time to jot down some notes on how to ensure your intended audience is engaging with your brand on LinkedIn.
And before we dive in, remember that as a marketing leader, it’s your responsibility to bridge the gap between your CEO and the people purchasing your product/service, better known as, your dream buyers.
Having your dream buyers actively engaging with your company’s content will help get more eyes on your branding activity. As a result, you’ll see more loyal customers and leads turn into more sales.
So to get the ball rolling, follow the steps below to build more awareness and growth for your company.
1. Make a List of Your Top Dream Buyers
Open up Google Sheets and create a list of the top 50, 100, or 250 companies you plan to find your dream buyers at.
To help with the research process of finding specific names, you can hire someone on Upwork to do all the digging for you. Have them get all the LinkedIn profiles of your dream buyers to later connect the dots with.
As an alternative, if you want to automate the process, use Datanyze. Datanyze gives sales reps and marketers like yourself, access to professionals’ contact information.
Either option will point you in the right direction of getting your list of the exact individuals you want to market to.
2. Bridge the Gap with Dream Buyers and Your CEO
Once you have your grand list of dream buyers, have your CEO connect with all of them on LinkedIn.
According to Cialdini’s 3rd Principle of Persuasion: Authority, people are influenced by credible and knowledgeable experts in their fields more than those without. And because those with authority have higher levels of expertise, they are seen as more trustworthy.
So in this case, when your dream buyers see that your CEO wants to connect with them, they’ll say, “Ooo sweet, they must be important.”
And just like that, you’ve strategically created first-degree connections for people to opt into your content. Woo!
3. Position your CEO as a Thought-Leader
Remember when we talked about how story-telling can help boost your CEO’s brand? Now’s a great opportunity for them to get to boostin’.
When your CEO shares thought-leadership content, the dream buyers you had them connect with will see what they post through their feeds. To ensure you’re catching the eyes of your target audience, you’ll want your CEO to post frequently (even if you do it on their behalf) to increase engagement. As a result, your CEO will become a familiar face to the dream buyers they strategically connect with.
Over time, those people you had your CEO befriend on LinkedIn, they’ll start to know who you are, the name of your CEO, and most importantly, your brand.
4. Bring on the Branding!
Now that your dream buyers are familiar with your brand and who your CEO is, they’ll pay more attention to you once your team starts marketing to them.
Dave does this for DGMG allllll the time — I mean, look at how much the community has grown from it. The more content he puts out, the more people know about him as a marketing pro and what DGMG is all about — leading to more followers and engagement. (Shoutout to all 34K+ of you).
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