LinkedIn Marketing Strategy Blog
So You Want to Run a LinkedIn Marketing Campaign for Your Clients?
But what if you wanted to create a LinkedIn Marketing Campaign FOR your clients?
You might have no idea where to start.
Well it's your lucky day.
I'm going to go through and show you the basics of how you can get a LinkedIn marketing campaign up and running for your clients.
The LinkedIn Marketing Campaign Kickoff Meeting
All of our campaigns start with an initial campaign kickoff meeting where they are introduced to the Account Manager who is in charge of running their campaign and discuss the campaign plan in greater detail.
During the Kickoff Meeting you will want to discuss:
1. Obtain LinkedIn Login Credentials
It may sound obvious, but in order to run any sort of LinkedIn marketing campaign for your client, you will need access to their LinkedIn profile.
Have your client send over the email they use to log into LinkedIn as well as their password.
Important note: If the client is not located in the same city as you, you may get a security restriction when you attempt to sign in from a new location for the first time. Your client will receive a time sensitive verification code in order to allow you to log in. This isn't the end of the world, but trying to get a hold of your client in time to access that verification code before it expires could be a pain.
Click here for more info on the security restriction.
2. LinkedIn Profile Optimization
Before you can start generating leads for your clients, you MUST review their current LinkedIn profile and make sure it is optimized properly in order to build a solid foundation for their campaign.
You need to make sure their profile speaks to their prospects about the value and benefits they provide. A good place to start would be to review:
Now you won't have to actually make changes to their profile during the kickoff call, but you will need to make sure your client is aware that you will be sending over recommendations as to what needs to be optimized at a later time.
3. Develop a Solid Prospect Profile
It is super important that you have a clear picture of what their ideal client looks like. Begin by asking your client some key discovery questions that discuss topics such as:
- Customer pain points
- Their USP (What separates your client from their competitors?)
- Client Sales Cycle (How long does it take for them to acquire new clients and how much is a new client worth to them?)
- Past Marketing Initiatives (What has worked for them/What hasn't?)
This will get clients to open up and talk giving you a better understanding of their needs.
After you ask the discovery questions then you need to figure out how to define those parameters in LinkedIn. This is where utilizing the advanced people search comes in handy.
Ask your client to define their prospect in terms of:
- Company Size
- Seniority Level
- Specific companies
- Special Keywords to include
I can NOT stress enough how important the prospect profile is. Don't move on from this section until you and your client are totally clear on who you are targeting for this campaign.
The more info you have on their ideal prospects, the better off you will be in the long run.
4. Content/Group Creation Strategies
Whether you are creating a LinkedIn group for them or just posting status updates, you will want to discuss the content plan with your client.
You'll need to go over:
- Topics to cover
- Topic to be avoided
- Types of content to include
- Group focus
The most important thing to remember here is that you are creating a plan that will share valuable content that speaks to their prospects.
The LinkedIn Marketing Campaign Post Kickoff Meeting
Once the kickoff meeting has occurred, you should have enough info to get started on their campaign immediately. You'll will want to review the notes and follow up with your client within a day or two with the notes you took and a calendar of upcoming activity.
Your clients will be looking to you for advice and support, and as the expert you will be making decisions and recommendations with their best interest in mind.
On the flip side, don't let a client bombard you with a ton of unrelated questions and/or get tripped up on minute details that won't make a difference to the overall success of the campaign.
The most important thing to remember when running LinkedIn marketing campaigns is that all expectations are being clearly communicated from both parties so the campaign can get up and running smoothly.
What do you think?
Have you ever tried running a LinkedIn marketing campaign for any of your clients? What was the most challenging aspect? Tell us about it in the comments below!