BY SERHAT PALA, TESTCOUNTRY
PlAnTiNg tHe sEeDs oF SuCcEsS: tHe kEy tO EfFeCtIvE MaRkEtInG tHrOuGh lInKeDiN & yElP
Long-term success for your business depends on short-term focus, and in this case that short-term focus means choosing and committing to the best social media to support your marketing efforts.
F
or our industry, one of the best social media for business-to-business (B2B) marketing is LinkedIn and one of the best for business to consumer is Yelp. LinkedIn provides an active sales channel for you and your sales
people to find, connect and build trust with clients. People don’t make pro- files on LinkedIn unless they are there for business purposes and networking. Because of this business-first design, it’s easy to find and nurture those high level B2B sales prospects on LinkedIn and to establish your business as experts in your field. Given its frequent use by human resource professionals, LinkedIn is espe-
cially good for professional service providers like third party administrators or safety consultants who cater to the human resources industry. And here are the key benefits from a sales perspective: • Te ability for a new business to find sales prospects • Te ease of geting referrals to new prospects from your existing clients or network
• Te ability to easily maintain relationships with current clients • Te capability to create a branding channel for your business by recruiting people in your network to be your ambassadors through recommendations and connections to new opportunities. If you are a person in the position to make or influence decision in your com-
pany, then you should have an official policy that addresses LinkedIn and social media in general to avoid any gray area with employees.
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