April 30, 2021

How to Utilize LinkedIn for Your Demand Gen Strategy

As we wrap up our demand generation series, Lesley Crews shares her final thoughts on the deep dive, and shares she and the team at Sweet Fish have been utilizing LinkedIn for their demand gen strategy. 

Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:05.540 --> 00:00:09.170 What is up everybody? Welcome back to BBB growth. My name is Leslie cruise 3 00:00:09.170 --> 00:00:13.460 with sweet fish media. It is April 30 which makes it the final day of our 4 00:00:13.460 --> 00:00:17.280 deep dive into demand generation. I cannot believe how quickly this month 5 00:00:17.280 --> 00:00:21.120 has flown by every other month here on GDP growth. We are going to be diving 6 00:00:21.120 --> 00:00:25.650 into a very specific topic, february was a B. M. The entire month of april. 7 00:00:25.650 --> 00:00:29.620 We've been covering demand generation and stay tuned for our june deep dive 8 00:00:29.620 --> 00:00:32.970 topic that will be announcing very very soon. We're really excited about it and 9 00:00:32.970 --> 00:00:37.220 I know it's going to be beneficial to a lot of you as well so we're pumped. So 10 00:00:37.220 --> 00:00:41.310 the idea to discuss demand generation all came about a few months ago when I 11 00:00:41.310 --> 00:00:44.020 was talking with dan Sanchez, our director of audience growth here at 12 00:00:44.020 --> 00:00:47.630 Sweet fish. For those of you who don't know for the past two years I've been 13 00:00:47.630 --> 00:00:51.550 working behind the scenes to produce me to be growth never on the front end of 14 00:00:51.550 --> 00:00:54.770 the pike, But Dan and I were talking about how I've always been interested 15 00:00:54.770 --> 00:00:58.080 and really excited about trends and things happening, social media 16 00:00:58.080 --> 00:01:01.670 marketing and kind of where it fits into B two b. He asked me what I knew 17 00:01:01.670 --> 00:01:05.950 about demand generation and I was honest and said absolutely nothing. So 18 00:01:05.950 --> 00:01:09.860 he encouraged me to research the topic, find some of the best B two B marketers 19 00:01:09.860 --> 00:01:13.150 who are practicing demand gen daily and learn as much as I could about it, 20 00:01:13.740 --> 00:01:16.370 which is what brought on this deep dive and be hosting and if you've been 21 00:01:16.370 --> 00:01:19.460 enjoying this series, thank you so much for listening. And for all of the 22 00:01:19.460 --> 00:01:23.260 encouragement, I've been reading every message on linkedin and um all of your 23 00:01:23.260 --> 00:01:25.860 connections. It's been really, really awesome to meet so many new people 24 00:01:25.860 --> 00:01:30.030 through this deep dive. This was my first time really hosting a podcast at 25 00:01:30.030 --> 00:01:33.300 all. And I've learned so much throughout the process of this project, 26 00:01:33.300 --> 00:01:36.760 not only about demand generation, but about hosting as well. So I'm really 27 00:01:36.760 --> 00:01:40.390 excited to kind of take that and run with it in my career and moving forward, 28 00:01:40.390 --> 00:01:43.140 we'll kind of see what happens. I'm really excited about it. So for the 29 00:01:43.140 --> 00:01:46.140 past month I've been interviewing thought leaders and vendors who have 30 00:01:46.140 --> 00:01:49.490 implemented successful demand jin strategies and their organizations. 31 00:01:49.500 --> 00:01:52.890 I've talked to so many wonderful successful marketers who have willingly 32 00:01:52.890 --> 00:01:56.220 share their best practices, advice on implementing demand generation 33 00:01:56.220 --> 00:01:59.410 strategies, and even some advice for young marketers who are interested in a 34 00:01:59.410 --> 00:02:02.650 demand general and what next steps they could take you to get there. I've 35 00:02:02.650 --> 00:02:05.890 learned something very different from each of these marketers. So in my last 36 00:02:05.890 --> 00:02:08.720 solo episode, I kind of wrapped up everything I've learned in the past 37 00:02:08.720 --> 00:02:11.830 couple of weeks and a few tips and tricks that I heard from these 38 00:02:11.830 --> 00:02:15.060 marketers. But I did want to take just a moment to highlight a conversation 39 00:02:15.060 --> 00:02:17.750 that I had recently with Gabriel Ehrlich. And if you haven't listened 40 00:02:17.750 --> 00:02:22.240 that episode, I highly encourage you to, we talked a lot about utilizing 41 00:02:22.240 --> 00:02:25.300 linkedin and how you can use it to really humanize your business and 42 00:02:25.300 --> 00:02:29.840 essentially jumpstarted demand gen strategy. So the short of is this on 43 00:02:29.840 --> 00:02:32.960 linked in the best way to rise an algorithm is really to be an active 44 00:02:32.960 --> 00:02:36.100 participant on the platform. And this is something that we've been practicing 45 00:02:36.100 --> 00:02:40.120 here at Sweet Fish recently. This means publishing content, posting comments 46 00:02:40.120 --> 00:02:43.820 and reacting to post on a regular basis. It's really not that hard guys. It's 47 00:02:43.830 --> 00:02:47.720 actually very, very simple. People make it a lot harder than it needs to be. 48 00:02:47.730 --> 00:02:51.310 All you have to do is publish content, published, good content, you know, make 49 00:02:51.310 --> 00:02:56.020 a status about literally anything you want, as long as it's relevant to your 50 00:02:56.020 --> 00:03:01.380 audience, but also going further than that, interacting with other people on 51 00:03:01.380 --> 00:03:06.470 linkedin. I get questions all the time from customers who are asking me, hey, 52 00:03:06.480 --> 00:03:08.850 you know, I'm not getting very much engagement on linkedin, what can I be 53 00:03:08.850 --> 00:03:13.250 doing differently? And I always ask the same question, are you engaging with 54 00:03:13.250 --> 00:03:17.570 others? Are you commenting? Are you liking, are you, you know, connecting 55 00:03:17.570 --> 00:03:20.470 with other people in the industry? And the answer is always no, that's why 56 00:03:20.470 --> 00:03:23.340 you're not getting engagement. You have to connect, you have to leave comments, 57 00:03:23.350 --> 00:03:27.790 make yourself known on the platform. The upside to Lincoln is you really 58 00:03:27.790 --> 00:03:31.190 don't have to write, you know, walls of text or spend hours on the platform to 59 00:03:31.190 --> 00:03:35.300 be considered active. Something as simple as saying congratulations or you 60 00:03:35.300 --> 00:03:38.600 know, giving a post two thumbs up is enough to really increase your profiles 61 00:03:38.600 --> 00:03:41.990 visibility to people who aren't even following you yet. Although we do 62 00:03:41.990 --> 00:03:45.440 recommend leaving comments rather than just giving a like because it has such 63 00:03:45.450 --> 00:03:50.500 a different effect. Another way to increase visibility and search ability 64 00:03:50.510 --> 00:03:55.040 of your content is through tagging, for example, tagging a colleague or company 65 00:03:55.040 --> 00:03:58.590 in an update will result in a notification to anyone you mentioned. 66 00:03:58.600 --> 00:04:02.500 Additionally, if anyone mentioned react to comments on your post, those actions 67 00:04:02.500 --> 00:04:06.460 will make your post visible to followers of those people or companies. 68 00:04:06.940 --> 00:04:11.090 We also recommend tacking on a couple hashtags between two and three. I would 69 00:04:11.090 --> 00:04:16.310 not leave 10 plus hashtags on your linkedin status but doing so can help 70 00:04:16.310 --> 00:04:20.630 your content trend for a particular hashtag which in turn will result in 71 00:04:20.640 --> 00:04:24.330 more notifications for your followers. These are just a few simple ways to 72 00:04:24.330 --> 00:04:27.100 utilize Lincoln and a demand gen strategy. And again, it's something 73 00:04:27.100 --> 00:04:31.500 we've actually been doing here at Sweet Fish completely unprompted. Our entire 74 00:04:31.500 --> 00:04:35.290 producer team has been so eager and excited about posting quality content 75 00:04:35.290 --> 00:04:39.080 and being active on linkedin by myself have really been active the past couple 76 00:04:39.080 --> 00:04:42.260 of weeks, especially because of this deep dive. But I've learned so much 77 00:04:42.260 --> 00:04:46.290 about marketing and podcasting in general that I just wanted to share it 78 00:04:46.290 --> 00:04:48.990 with people and it's been working really well for organization. You know, 79 00:04:48.990 --> 00:04:52.180 not only are we making ourselves visible in this space, but our company 80 00:04:52.180 --> 00:04:56.790 as well. So if you stuck around for the entire series of demand generation, let 81 00:04:56.790 --> 00:05:00.280 me know your thoughts, connect with me on linkedin at Leslie Cruise and send a 82 00:05:00.280 --> 00:05:03.950 DM tell me which episodes have stuck out to you the most. Tell me how you're 83 00:05:03.950 --> 00:05:07.640 implementing demand generation into your organization. You know, drop some 84 00:05:07.640 --> 00:05:11.850 hosting tips. If you have any advice like hey, that episode really sucked. 85 00:05:11.860 --> 00:05:16.820 Let me know be honest. I always take constructive criticism and yeah, I have 86 00:05:16.820 --> 00:05:21.960 really, really enjoyed doing this deep dive and make sure you stay tuned for 87 00:05:21.960 --> 00:05:25.360 our upcoming deep dive in june. It's going to be a really good one. Thanks 88 00:05:25.360 --> 00:05:27.460 for joining me here on GDP Growth. The next time 89 00:05:29.440 --> 00:05:33.410 is the decision maker for your product or service Abebe marketer. Are you 90 00:05:33.410 --> 00:05:37.620 looking to reach those buyers through the medium of podcasting? Considered 91 00:05:37.620 --> 00:05:42.830 becoming a co host of GDP growth. This show Is consistently ranked as a top 92 00:05:42.830 --> 00:05:46.980 100 podcast in the marketing category of Apple Podcasts and the show gets 93 00:05:46.980 --> 00:05:52.560 more than 130,000 downloads each month. We've already done the work of building 94 00:05:52.560 --> 00:05:56.600 the audience so you can focus on delivering incredible content to our 95 00:05:56.600 --> 00:06:02.660 listeners. If you're interested, email Logan at Sweet Fish Media dot com.