Right, let’s talk LinkedIn. We all know it’s the professional network behemoth, but are you really squeezing every drop of potential out of it? I’ve been experimenting, delving into the realms of interactive content and account-based marketing (ABM), and honestly, the results have been pretty eye-opening.
Forget generic posts that vanish into the endless scroll. We’re talking targeted, engaging experiences designed to resonate with your key accounts. Think of it as crafting a bespoke suit, not buying off the rack. This isn’t just about getting likes; it’s about generating genuine leads and building relationships. So, buckle up, because I’m going to share what I’ve learned.
LinkedIn Live: Beyond the Talking Head
First up, LinkedIn Live. Now, I know what you’re thinking: another webinar? But hold on! The key here is to think interactive. I’ve moved away from pre-recorded presentations and embraced live Q&A sessions and even behind-the-scenes glimpses into our company culture.
Here’s how I approach it: First, identify a pain point that your target accounts are likely experiencing. For us, it was lead generation in a specific niche. Then, build your LinkedIn Live session around addressing that pain point. But don’t just tell them; show them. Use case studies, demonstrations, and, crucially, encourage participation.
I use LinkedIn’s native Live platform, but you can stream through third-party tools like Restream or StreamYard for more advanced features. Crucially, promote your Live event well in advance. Target specific individuals within your key accounts using Sales Navigator and send personalised invites. Post regularly in relevant groups, highlighting the value they’ll gain by attending.
During the session, use the Q&A feature to its fullest. Encourage questions and answer them thoughtfully and honestly. Don’t be afraid to go off-script – that’s where the real engagement happens. And don’t forget a strong call to action at the end! This could be downloading a resource, booking a consultation, or simply connecting with you on LinkedIn.
Interactive Content: Quizzes, Polls, and Assessments, Oh My!
Now, let’s dive into the world of interactive content. This is where things get really interesting. Think beyond static text and images. We’re talking polls, quizzes, assessments – anything that gets your audience actively involved.
For example, we created a short quiz titled “Are You Making These Common Mistakes in Your ABM Strategy?” The results provided personalised recommendations and linked to relevant resources on our website. The key is to make the quiz genuinely helpful and insightful, not just a thinly veiled sales pitch.
To create these, I’ve used tools like Outgrow and SurveyMonkey (though LinkedIn also has a basic poll feature). But the tool is secondary to the strategy. Think about the questions you’re asking. Are they designed to segment your audience and identify their specific needs? Are the results personalised and actionable?
Targeting and Personalisation: The ABM Advantage
All this interactive content is brilliant, but it’s worthless if it’s not reaching the right people. This is where ABM comes in. Use Sales Navigator to identify key decision-makers within your target accounts. Understand their roles, their challenges, and their interests.
Then, tailor your content accordingly. For example, if you know that a particular executive is interested in sustainability, create a LinkedIn Live session or quiz that addresses the environmental benefits of your solution. Personalisation is king (or queen!).
Engage with their content. Comment thoughtfully on their posts, share their articles, and generally build a relationship. Don’t just bombard them with sales messages. Be a valuable resource, a trusted advisor. Sales Navigator’s lead recommendations can be fantastic here to identify the key stakeholders you need to engage with.
Putting it all Together
It’s about more than likes and follows, it’s about creating meaningful engagements. That’s the power of LinkedIn Live and interactive content, and when you combine it with a smart ABM strategy, you’re not just broadcasting, you’re having a conversation. Remember, the goal is to understand your audience, address their specific needs, and build relationships that lead to real business growth. Think of it as weaving a web of engagement, drawing your target accounts closer to your brand.
