A Step by Step Guide to Marketing Your Business on LinkedIn

Summary

In this insightful discussion, the speaker emphasizes the importance of leveraging media platforms like LinkedIn and Facebook for targeted B2B marketing. They suggest creating specific content tailored to the decision-makers of potential clients, such as CFOs or CEOs, and using LinkedIn's organic reach to influence them. The speaker also highlights the effectiveness of retargeting and the need to adapt content to the target audience's age and interests, stressing the importance of understanding media targeting to make the most of advertising spend.

Takeaways

• 🌊 The speaker emphasizes the importance of seizing the 'wave' of opportunity, suggesting that businesses should adapt and grow or be left behind.
• 🎙️ Gary Jim Schleckster is asked about media bargains, indicating a discussion on cost-effective marketing strategies.
• 📈 The conversation revolves around B2B management consulting, highlighting the use of LinkedIn for organic reach and content marketing.
• 💡 The speaker suggests targeting specific companies and their employees on LinkedIn, rather than broad marketing efforts.
• 📊 The idea of creating tailored content for specific decision-makers within a company is presented as a strategic approach.
• 📝 The speaker mentions the importance of understanding the value propositions of a business and communicating them effectively through various media.
• 🔍 The concept of using LinkedIn to identify and target companies that match a specific profile is discussed.
• 🎯 The speaker advocates for a targeted approach to content creation, focusing on the needs and interests of specific company roles.
• 📈 The script touches on the effectiveness of LinkedIn and Facebook for B2B marketing, suggesting that these platforms offer precise targeting options.
• 🚀 The speaker encourages increasing media spend on LinkedIn, especially through retargeting and sponsored content, to reach the right audience.
• 👴 The importance of tailoring marketing messages to the target audience's age group is highlighted, with an example of how messaging differs for different age demographics.

Q & A

What is the main metaphor used in the script to describe the current media landscape?

The main metaphor used is a 'huge wave' that businesses can either ride with a 'great surfboard' or be overwhelmed by.

What type of business is Jim's company involved in?

Jim's company is involved in B2B management consulting and CEO advisory work.

Which social media platform does Jim's company primarily use for their content strategy?

Jim's company primarily uses LinkedIn for their content strategy.

What is the current approach of Jim's company towards media spending on LinkedIn?

Jim's company is focusing more on organic reach through content rather than spending a lot on media.

What is the speaker's suggestion for targeting specific companies on LinkedIn?

The speaker suggests targeting specific companies by looking at which companies are registered on LinkedIn with enough employees to target, and then creating content tailored to those employees.

What is the importance of targeting the right decision-makers within a company according to the speaker?

Targeting the right decision-makers is crucial because it ensures that the content reaches the people who can influence or make purchasing decisions.

How does the speaker propose to create content for LinkedIn?

The speaker proposes creating content in multiple formats (written word, video, etc.) and tailoring it to the specific value propositions and decision-makers within the target companies.

What is the speaker's view on the effectiveness of Facebook as a B2B channel?

The speaker believes that Facebook can be an incredibly effective B2B channel when used with precise targeting and understanding of the audience.

What is the speaker's strategy for content creation based on value propositions?

The speaker's strategy involves identifying six value propositions and creating content for each in six different ways, resulting in 36 pieces of content tailored to the target audience.

How does the speaker emphasize the importance of tailoring content to the audience's age group?

The speaker emphasizes that content should be tailored to the audience's age group by using different analogies, language, and humor appropriate for that demographic.

What is the speaker's advice on media spending capabilities for Jim's company?

The speaker advises Jim's company to rev up their capabilities around media spend on LinkedIn, focusing on retargeting and sponsored content to reach the right audience.