Contrary to popular perception, social media can be a great source for inbound leads for B2B as much as it is for the B2C segment. However, there is a tactic to use if somewhat differently than the relatively mass approach for B2C. LinkedIn is ideal for business networking but must never be used as a direct response tool. LinkedIn users are increasingly reading articles on the site. Typical banner advertisements will not work as customers have developed this ‘banner blindness’ by which their eyes naturally avert a section they have been programmed into believing is the advertisements section. Instead a sponsored update hits right where the customer is most engaged in. The help accorded to users on LinkedIn must be genuine. An e-book to help readers is an option though the word for it needs to be replaced by Handbook, roadmap of guide. Pulse is a great content aggregation and curation platform ideal for positioning oneself as a thought leader in the field. Content must be original, detailed and engaging. LinkedIn also has some of the most active groups dedicated to an idea. The entire inbound traffic must be captured for purpose of mining business intelligence. This data has to be retargeted or remarketed using specified content.


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