Social Media Marketing OEM: LinkedIn as a Valuable Marketing Tool

There aren't many entrepreneurs in the Manufacturing Industry that underestimate the power of a strong network. Most companies still connect with new clients through their existing business relationships. In other words, by networking: from networking events to the golf course, and increasingly through social media platform LinkedIn. When it comes to LinkedIn, TEUN is often asked: how?
 

Corporate headshot book

LinkedIn is still too often perceived as a headshot book for business or only used as a digital business card holder. That's a shame, because LinkedIn is actually the ideal place to network. Think of it as a ‘digital golf course’ but with added benefits. It never rains, for instance, and you don't have to work up a sweat.

But there is even more to gain... provided LinkedIn is used in an active and smart way.

And this happens to be precisely what many OEMs and manufacturers are doing wrong: they want to use LinkedIn but don't quite know how, what and where to start. Not surprising, really, because what works for most companies won't work for the average manufacturing company. Like all industrial marketing efforts, social media networking requires a specific and consistent approach.

That's why TEUN is keeps getting the question: How can we effectively use LinkedIn?

This article answers that question. We also offer10 practical tips that apply specifically to manufacturing companies. They will help you get off to a flying start and ensure your first efforts are even more effective.

Plenty of potential

With more than 630 million members in over 200 countries and regions, LinkedIn is the world's biggest online professional network. Even today, the platform is growing rapidly: two new members sign up every second. In the Netherlands alone, more than 4.6 million members use LinkedIn, 0.6 million of them daily. The average Dutch user has 188 connections.

A rundown of interesting numbers:

• 64% of traffic from all social media platforms to company websites goes through LinkedIn;
• 93% of B2B marketers regard LinkedIn as the most effective platform for generating leads;
• 85% of activity on LinkedIn comes from a mobile device.

Knowing this, you can understand why LinkedIn is such an interesting tool, particularly if you consider the globalizing economy. Whereas manufacturing companies used to mainly do business with clients from the region, new clients can now come from anywhere in the world. It's a far-reaching change and brings about doubts, but it also offers enormous opportunities.

Manufacturing companies that actively use digital marketing
generate 50% more follow-up contacts.

Important link

LinkedIn is an excellent way for many manufacturing companies to bring their products or services to the attention of the group of decision-makers (D.M.U.) of prospects or customers. But beware: this should not be your primary goal. We still see way too many ‘sales pitch’ posts, for example. They don't work.

In fact, no one in today's business world wants to hear these overly persuasive sales talks. More on this later.

Think of your activity on LinkedIn as part of a bigger whole, an important link in the strategy chain to sit at the table with a prospective new client. As an industrial marketing company, we've learned from experience that actively participating on LinkedIn generally yields visitors. Visitors who, thanks to your well-thought-out plan, active approach, and the right efforts, later turn into customers.

Talk about problems

The most effective way for your manufacturing company to use LinkedIn depends on your market proposition and marketing strategy. Yet there is one tactical club that every modern manufacturing company can grab on the ‘digital golf course’: sharing valuable information. This concerns the knowledge that you, as a manufacturing company, possess and that the market demands.

Anxious to share knowledge?
Sure, your competitor is watching,
but so are your competitor's customers.

As we've said before, no one is waiting for a sales pitch. So sharing knowledge isn't primarily about the great product your company makes. Rather, talk about the problems your customers run into in their daily business. This makes customers feel like you genuinely understand them. Once you have that trust, have can explain how your product eliminates these problems. Industrial marketing at its best.

Conclusion

LinkedIn is an excellent industrial marketing tool for getting potential customers to notice your business. Spending more time on the ‘digital golf course’ pays off, but the way you play is critical to the end result.

Consider carefully who you build relationships with, be consistent and find the right balance in what you communicate. And most importantly: don't focus too much on sales. Stay personal, talk about the problems your customers encounter, and share your knowledge. This gives potential customers the feeling that you genuinely understand them.

Curious to know how you can effectively use industrial marketing tools such as LinkedIn? Contact Tim van der Aa. Using practical examples as the basis, you will understand how the process works, what results it leads to, and what it can do for your manufacturing company.