Use LinkedIn for Marketing Your CU to Business Owners [5 Quick Tips]
LinkedIn provides us with the opportunity for more targeted marketing to our business banking customers than anywhere else. This social network is meeting CEOs, CFOs, Managers, and decision makers where they are in a very real and connecting way.
But how do we actually incorporate LinkedIn into our multi-channel marketing strategy to both generate leads and improve engagement? You have created your Credit Union's LinkedIn profile, so now it's time to learn how to how to use LinkedIn for marketing to meet your larger business growth goals and marketing objectives.
Tip #1: Take Advantage of Pinpoint Targeting Capabilities
You know who your target demographic is, and if you don't you should, so first start by creating your CU's target business persona's. Once you've identified more specifically who you are trying to reach, you will then be able to narrow your focus on LinkedIn and other social platforms. But, regardless of your specific demographics for targeting, we all know who the decision makers in companies tend to be, and those are people with certain common job titles. Believe it or not, you can target your content on LinkedIn with these very titles!
Now, targeting the right people at the right time in a way that drives action is difficult. But when you understand how to use LinkedIn for marketing, you can do just that. Your CU should give some valuable advice or insight that highlights your institution's expert business banking staff, in an effort to position your CU as a trusted advisor for business banking. Then, target this content with ad suppost on the platform to the decision makers in your region.
Tip #2: Expand Your Member Touch Points
By encouraging existing customers to connect with you on LinkedIn you are adding yet another touch point through which you can further their positive member service experience. According to one reent poll 72% of consumers want to connect with the brands with whom they do business through multiple channels like Facebook, Twitter, Instagram and LinkedIn. As these consumers connect, you can add other touch points to encourage them to sign up for a newsletter or to be added to an email list to receive promotions.
From one source like LinkedIn, can spring out several new places where you can connect with the member or potential new member, and further that customer experience that drives them to snub competitor offers and expand their partnership with your credit union.
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Tip #3: Inform and Educate
Business Leaders don't like to be sold something. They like to research and learn and read everything they can get their hands on about a topic and then make an informed decision. Think about who your target is, what they need, what they want, what they might not know already or be curious about. Then create insightful content on these very subjects!
You'll need to develop search engine friendly, informative and engaging content that they can't resist reading, whether they've stumbled upon it because of a key phrase they entered into Google, or they're a customer who always trusts you to offer the best financial advice. The focus of these pieces should always be to engage and educate a business owner to gain trust.
And then if you want to throw in a promotion or offering at the end in an informative way, you've just earned the leverage to do so.
Tip #4: Really Make Your Credit Union LinkedIn Page Stand Out
As you are bringing potential new members and existing ones into your LinkedIn page, you want to make sure that that the page really strikes them in a positive manner. It should be uniquely branded to your credit union and look like a lot of thought went into the perfect layout, design, organization of the page. Be consistent in wording and publish some content directly on LinkedIn to show off your expertise in business banking and other helpful content.
Tip # 5: Claim Your Customer URL
This one doesn't require much explanation. You want your LinkedIn web address to represent your credit union well. So make note of how it displays in the search window. And if it can be improved, fix it.
Now That You Know How to Use LinkedIn for Marketing
It's time to start promoting your credit union through LinkedIn. You really need to start now to reach the unique mix of business professionals that can only be found on this site. Take advantage of the tools they make available to you. And think about what your potential members will consider new, fresh and worth their time to check out.
Marketing on LinkedIn is a great way to connect with new members as well as retain and expand the B2B partnerships you already have. So get going!
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About Meredith Olmstead
Meredith Olmstead is the CEO and Founder of Social Stairway, LLC, which provides Digital Marketing & Sales services to Credit Unions and Affiliated Organizations. With experience working with financial institutions in markets of various sizes around the United States, and as an experienced Director of Online Marketing, she has helped design and implement numerous marketing and sales campaigns. Since 2013 Meredith has led the Social Stairway team, working exclusively with Credit Unions, taking staff step-by-step through the process of launching all of their Digital Marketing efforts, as well as implementing full Inbound Marketing campaigns and providing Sales Enablement training and support. Meredith recommends a very clear and measureable strategy to all of her clients, and then works with them to re-evaluate the success of these efforts on a continuing basis, all with an eye on moving toward a clear return on your online sales and marketing investment.