The successful implementation of any marketing strategy requires a team of specialists to pull it all together. As a copywriter, I am just one cog in the wheel. For my words to have the maximum impact a number of things need to happen. Parking an article on the website blog and expecting your target audience to read it is not a wise move. To amplify your message you will need to make sure it gets distributed through the right channels so that you reach as many people as possible. Understanding which social platform or media publication is best for your message and how to leverage it can be tricky.
I spoke to LinkedIn marketing specialist, Lucy Bingle about this, and she and I both agree on one thing - killer content comes first!
Q. Can you tell me a bit about your career before you started lucybingle.com?
I have been in marketing for over 20 years. I cut my teeth in the luxury goods industry where I worked for a French importer of fashion, cosmetics, and fragrances. Then I went travelling and ended up spending 10 years in London as a marketer within the financial sector. When I moved home to Australia I took a role as marketing manager for an executive search firm. I am passionate about building successful brands and connecting them with their target audience.
Q. Why did you choose LinkedIn? It is such a specific niche.
From my time in executive search, I identified early that LinkedIn was more than a recruitment or sourcing tool. It seemed to me that the platform would be set to evolve into a business-critical marketing solution, and it did. Niching appeals to me, it means we can provide deep expertise and guidance to our clients. We know that both the brand and customers sit on the LinkedIn platform. It is a professional platform therefore people are in a commercial mindset and this presents some awesome marketing opportunities.
Q. What is the single most important thing you should be doing on LinkedIn?
Engaging 😊
Q. Traditionally, LinkedIn has been recognised as a B2B space but it is becoming more popular as a place to connect with consumers. Why? Do you need to take a different approach if you are trying to reach customers?
Yes, we are seeing a surge of B2C (business to consumer) brands get active on LinkedIn. I don’t believe the approach needs to be wildly different. Just be clear on your target audience and how you can connect with them.
Q. How important do you think blogging and good quality thought leadership is?
Quality brand content is key. You and I both know that content underpins a killer marketing strategy. This is how you engage your customer, demonstrate your expertise, build brand trust and make connections. Every brand should be investing in the creation of content whether they are regular blogs or thought leadership articles.
Q. Who do you think does this really well?
Brands that create great content on LinkedIn are Hubspot, Tourism Australia, XERO and The Coca-Cola Company. There are also individuals using the platform really well to build their personal brand. Janine Allis, Jay Baer, Jeff Weiner, Bernard Salt, Kate Ceberano are all doing fabulous stuff.
ABOUT LUCY BINGLE
Lucy works with companies helping them achieve business success through the use of LinkedIn. She is passionate about helping people succeed and works closely with her clients to achieve their goals.
What Lucy does:
She will get you and your company found on LinkedIn - increasing your business leads
She will connect you with your target audience
She will show you how to amplify your brand
She will teach you LinkedIn etiquette, creating valuable and lasting relationships on LinkedIn
She will help you craft your company story so that your branding crosses all social and marketing platforms