Using LinkedIn to Generate Leads in the Promotional Products Industry

LinkedIn has positioned itself as a powerhouse tool for the B2B professional. Promotional Product Industry members are very active on this social media sites through networking and group engagement. Following are suggestions to help you increase sales opportunities by tapping into this networking tool.

Make the most of your contacts page

Stay in touch with your contacts. LinkedIn sends alerts to let you know when your contacts have significant events, such as job changes, work anniversaries or birthdays. Use these alerts to your advantage by sending a quick note to acknowledge their success. They will appreciate your gesture.

If you focus on certain industries, you’ll want to add a tag (e.g., healthcare, banking) to each connection. You can then send messages with relevant content to connections with the same tag. You can only send 50 messages at a time, so if you have more than 50 connections in one field, create multiple tags for that field (e.g., healthcare1, healthcare2). As you build your connections, be sure to add new connections to your email contact list.

Use Status Updates and Direct Messages to Send Product Ideas

Taking the time to demonstrate interest in your prospects and clients will increase their willingness to learn more about what you have to offer. A client connection on LinkedIn gives you an understanding of their business and what products best fit their needs. When using social media sites - don’t hard sell someone, keep in mind that you are developing relationships and trust. A good rule of thumb is the 80/20 rule: 80% information that would benefit or interest them, 20% marketing materials. Experts recommend that you first get to know the prospect and give the prospective client something such as free advice or industry insights.

A strictly marketing message is acceptable and common practice once in a while, particularly if you frame the update as benefiting your contacts. You can send generic status updates with information on what you can offer your connections  from the "Share and update" box on the Home Tab. Maple Ridge Farms, like many suppliers send out private sales and offers via email. Take advantage of these and pass along links to the promotion with a personal message about the offer.

If you know a client’s needs well, and think that the product or gifts would be particularly relevant to them, use the direct message function to send them a personal message about the gift or product. Be sure to include a link to the gift or product detail, via a flyer, website, or LinkedIn company page.

A status update can tell your clients and prospects how you can help them and provide them with a “call to action”, thus leading them in a way that helps meet your goals. Try to post status updates regularly, and include links back to your website. Posting daily keeps your page dynamic and interactive, positions your media presence in front of prospects, and provides you with opportunities to increase your media presence and foster growth in your company.

Send Clients to a Company Page

Once on LinkedIn, many prefer to stay within the site:  You can show clients and prospects what products are available via supplier company pages without leaving LinkedIn. This method of connection is terrific if you reach out to people with their interests in mind. You can send them to the Products and Services section, or a specific page such as “Smokehouse Gifts, within the Maple Ridge Farms Company page." Responsible promotional product suppliers will keep sensitive information off this site so that it is easy for you to let your clients know that they can order these products directly through you.

Look into establishing your own company page. Check out LinkedIn Company Page.

Promoting in Groups

There are roughly 400 groups on LinkedIn under the keyword promotional products. These groups are great ways to connect with industry people, and learn about new products, selling tips, industry news, etc.

Additionally, there are opportunities to promote your products in groups that are outside of the promotional products industry.  Join groups that are populated by members of industries in which you tend to target your sales. These groups may be geographically centered, such as the “Dallas Business Club” or industry specific, such as “LinkedIn Transportation Professionals.” You are then positioned to send out group discussions on promotional products that specifically meet the groups' needs. Don’t forget about your alumni, passions, social causes, or other interests. Connections in these groups gives you more access to potential customers.

Using LinkedIn's built-in features will help your business grow. They are a perfect match for the Promotional Products Industry. Do you have any additional ideas on how to use LinkedIn to promote your products or create leads?