Marketing and sales are closely related these days, and should often work hand-in-hand.
LinkedIn Sales Navigator is a tool for both ends of digital outreach. Even though “sales” is in the platform title, Sales Nav works as an effective tool for outbound marketing, too. It’s not just for sales teams.
Here’s how marketers can effectively use Sales Navigator to reach more people and the right people.
What Is Linkedin Sales Navigator?
LinkedIn Sales Navigator is an account type that offers lead generation and data tracking. It is geared toward salespeople (hence the name), but marketers can use this just as much.
For example, it helps you find and connect with your target audience using the Advanced Search feature. With this tool, you can filter your searches by:
- Company size
- And more…
Imagine what you could do with this from a marketing perspective — a lot.
How To Find & Reach The Best Leads
To fully utilize this tool for marketing purposes, you’ll need to find your target audience. Good leads are the people who will want what you’re offering. And Sales Navigator helps you find those people.
So I want to go through the methods for finding the best leads possible.
Create a custom leads list
Before you implement your marketing ideas, you’ll first want to make a leads list. This is where you’ll bookmark all of the LinkedIn profiles that look promising. Anyone who might fit in your target audience goes on this organized list.
To create your first list, go to Lists → Lead Lists within your Sales Navigator account. Click the “Create Lead List” button in the middle of the page then give it a title.
Use the Advanced Search filters
Now you can start searching for profiles and pages to add to your leads list. This is where the Advanced Search comes in. This search tool lets you use filters in order to find your target audience.
The filters include:
- Company size
- Function and title
- People or companies that mentioned in the news in the past 30 days
- If they posted on LinkedIn in the past 30 days
- Shared experiences with you
- Your followers on LinkedIn
- And more…
Learn about your leads
In order to engage with your audience, you need to know them. Sales Navigator lets you do that. Simply visit the profiles from your search results and ensure they are the type of person you want to market to.
This is called profiling. It’s a worthwhile investment of your time.
Plus, there’s a feature called The Buyer Circle that helps you find the leaders on LinkedIn. It will show you “all key stakeholders involved in the decision-making process for a particular deal,” according to LinkedIn.
For any profile that fits the bill, simply add them to your leads list.
Create customized content
Once you have your list of leads, you can start creating content just for them. Then you can share it on LinkedIn and make it appear only to them, ensuring they see what you and your company can do. LinkedIn’s account targeting makes this possible.
Providing valuable, free content not only builds trust with your audience, but it also keeps you in their vision, even if peripherally.
Get real-time alerts
A huge part of a successful marketing campaign is metrics and tracking. That’s Sales Navigator is so good for marketers — you can get alerts when people on your leads list experience changes or view your content.
So if someone on your list gets a new job title or switches companies, you’ll know about it. If one of your leads reads your newest LinkedIn post, you’ll get the data. You can then take these stats and improve your marketing focus.
Remember: Keep it Organic!
You can leverage LinkedIn Sales Navigator to deepen and widen your reach, but getting the most out of the platform will still take a good amount of time, to do it right at least. These are a few ways to keep it organic as you tailor outbound marketing.
- Send Connection requests to promising leads. You may be limited to InMail messages to non-connections, but you can connect with people to your heart’s content. Connecting with promising people introduces multiple touch points and serves as an organic way of reaching people you’ll value a relationship with.
- Narrow your lists as much as possible. Take the time to make your lists and searches as specific as possible so your message comes across as personal as possible. For content marketing, lists should be a few dozen to maybe a couple of hundred — not in the thousands.
- Tailor your messages At the very least, use variables to personalize your opening lines and subject lines. Better yet, take the time to actually go through your list one-by-one (I’ve seen the highest response rate with the latter).
Sales Nav doesn’t necessarily make content marketing easier, but it does extend what you’re able to do with what you have.
You can now see that Sales Navigator is not just for sales, it’s also perfect for marketing. And now you know how to use it effectively.
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