On Tuesday 27th October at 11:15am, Made in Group hosted a 45-minute "Made Masterclass" - the first official virtual event of this format. This Masterclass was on the topic of "LinkedIn B2B Success" - looking at ways that UK manufacturing professionals can effectively use this medium for success with social selling and targeted marketing.
What makes these digital events stand out, in particular, is that they are manufacturing and engineering specific. Made in the Midlands and Made in Yorkshire members aren't given a one size fits all knowledge, but instead, they are offered tailored best practice which is most effective for people in your industry.
The format for Made Masterclasses - which have been created to combine knowledged sharing best practice, with the opportunity to network and strengthen your business relationships - is typically as follows:
- 45-minute events
- Held via Zoom
- Short presentation delivered by topic experts
- Networking period for attendees to discuss common challenges/solutions
For those who weren't able to join for this "LinkedIn B2B Success" Made Masterclass - here is a roundup of the content:
The Journey of Building a (LinkedIn) Relationship
Character Profile - Who Are They?
- “Activity” -> “All Activity” section of someone's LinkedIn profile lets you see what content someone has been posting and engaging with
- This information gives a great indication of whether they're a good fit as a potential customer for your business/product
Use Introductions Carefully
- Simply sending a template message to someone you connected with 5 minutes ago is the definition of burning leads
- Hard sells come across on LinkedIn as artificial and “bot-like”
- Can you introduce yourself without insinuating you want anything in return?
- Your opening message needs to 1) Be unique to them and 2) Give a genuine, mutually beneficial reason to connect
Comment, Like, Comment, Like
- Red notification heightens many people’s sense of self-worth and happiness
- Associating yourself through liking/commenting with boosting their social standing
- Develop relationships and keep your brand at the forefront of a potential customer/client’s psyche
- Private groups (e.g. Made in the Midlands / Made in Yorkshire LinkedIn groups) can be key - sense of inclusivity strengthens trust
Don’t Just Post About How Great You Are
- Posting a range of content is key - as a multifaceted profile conveys the idea of real person who genuinely wants to help, rather than just a sales profile
- For example, use the platform to show how active and involved you are within your sector and supporting UK industry more broadly
- Top Tip: The Backing Britain logo provides a great opportunity for our members to do this - which you can download from the "Resources" section.
Strike While the Iron is Hot
What’s your in? Reaching out to someone after having a genuine "cognitive moment" with them is key:
- Just added something valuable to their post - agree/disagree
- Provide feedback on an article they shared or publish
- Enquire to learn more about their recent project
- Offer genuine help in an issue they are having
Reaching Out to New Prospects
Utilising Linkedin Tools for Prospecting
Linkedin is great for finding new prospects without a paid membership such as Sales Navigator:
- Look at the "People Also Viewed" Sidebar
- Reach Out to Prospects in New Roles
- Investigate Your Competitors' Networks
- See Who’s Commented On Your Prospects’ Posts
- Browse Users Who Have Interacted With Your Posts: “Posts & Activity”
- Create search alert
- Look at your common/mutual connections with a prospect - then reach out to any of your customers for referrals
TOP TIP: Focus on the needs of the prospect first, selling second
Content: Solutions for Your Prospects
- Top Tips, 5 ways etc style content is a great way to engage prospects
- Add a personal touch: when you introduce a new product or service your company create a short video talking about it or demonstrating why it’s important.
- TOP TIP: Linkedin recommends posting up to 4 times a day for better engagement
Best Practice for Your Company Page
Company Page: Helpful and Informative
- Make sure your page is helpful & informative - put yourself in your prospects shoes
- List your expertise and capabilities on your Linkedin - help prospects understand who you are:
- Industry knowledge, Top Skills, Tools & Technologies, Interpersonal Skills etc
- The essential content for your page should be products & services, status updates and career opportunities
- Use up the 2000 characters: what does your company do? Why should people follow you?
Best Practice for Your Company Page
Deputy CEO of Made in Group Charles Addison then went through various specific examples of times he has successfully exhibited "social selling" through LinkedIn. To find out more, you can watch this event back on-demand now: https://madeinthemidlands.com/virtual-events/meeting/81896922641
Every fortnight at 11:15am, members of Made in Group will be able to join our digital specialists to learn about contemporary industry challenges and discuss solutions with fellow members. Discover more virtual events from Made in Group below:
Made in the Midlands Events | Made in Yorkshire Events