The LinkedIn Tutors

Build your business with LinkedIn


LinkedIn marketing for professional services – CME Group

CME Group – LinkedIn company page

If you want to look at how other professional services companies are using social media for B2B marketing, there’s a very interesting interview with Alan Schoenberg of CME Group that gives some helpful insights on how to make LinkedIn and other online tools.

CME Group is a derivatives marketplace, with an electronic trading platform and trading facilities in New York and Chicago, and it also operates a central counterparty clearing provider.

Schoenberg says LinkedIn is the best B2B social media platform. Among other insights, he says CME is maintaining different LinkedIn groups for different segments of their market:

We now have more than 10 groups on LinkedIn and all of them are very different but with a common goal – connect our sales team and product experts to our customers. I like these groups because we keep them private in order to keep out competitors and vendors, but also to keep them small and manageable.

That makes a lot of sense – your LinkedIn groups should be client-focused communities, which means you will need different groups if you have many customers with different interests.

Schoenberg offers a couple of other tips on LinkedIn:

First, focus on finding the people internally who want to use LinkedIn and help them build their profiles. This includes sending them news stories to post and actually helping them write their posts. If you do this consistently (every week) they will better understand the resource and will become great advocates for your brand. My other tip is that you should make your company page a priority.

Again, it’s great advice. Developing a coherent continuous effort to engage colleagues inside your firm to use LinkedIn as part of a joined-up business development strategy is essential to avoid wasting time and losing focus. And yes, the company page element of LinkedIn is critical – as we said for UK law firms recently, it’s important to provide frequent updates, make good use of visual images, highlight specific services, and give useful links to your professionals and web pages.

Advertisements


4 Steps to Finding the Right LinkedIn Groups for You

Many of my LinkedIn coaching clients  want to build new relationships with prospective clients.  LinkedIn groups can help you do this.  However, before you join any groups, you need to answer the following question – who is your customer? What is their industry, title or function, and where are they located?

For example, I recently searched LinkedIn groups to help me find marketing directors who work within the Fast Moving Consumer Goods (FMCG) sector and live in London.  I’ll use this target group as an example of how you can find the right groups for you.

1.     Go to the Groups directory on LinkedIn field:  “UK AND Marketing”. In  the search results, tick the “Open groups” box.  This means you will find groups that are open to all.  If you see the lock icon on a group’s landing page, this means that you must ask to join the group and may not be allowed to join if you don’t meet their member criteria.

2.    You will see a list of possible groups to join.  Click on a group’s name and you will be taken to its landing page.  You will see your photo and the “Start a Discussion” text box – don’t worry – you haven’t joined yet. 🙂

3.  Have a look at the group’s statistics before joining.  There is no point in joining a group that doesn’t include your target market. To view group statistics, scroll down the right column of the Group page, and click on the black “View Group Statistics” button. The group statistics will give you an idea of how active the group is, who is in it, and where they are based.  Make sure you look at the demographics of the group in order to confirm that there are members at the right experience level and in the right industry, in  my case, director level members within the FMCG sector who work in London.

4.    If you find that the group is full of your target audience, join the group! If your target market is not in the group, then move on to the next group found in your search results until you find the right group for you.  If you don’t find it, start a LinkedIn group yourself!

How do you find the right LinkedIn groups for you? I’m interested in hearing your own tips and suggestions.