Technical Sales and Industrial Marketing | Ask Kyle on Q&A Monday
It’s Monday Q&A time with Kyle with a LinkedIn-focused episode, covering topics like ad flyer frequency, company versus personal posts, and prospecting priorities. Stay tuned for tips, tricks, and strategies to use on the platform!

Introduction

Question 1: How frequently should I post the same ad flyers on LinkedIn?

LinkedIn as a whole has become the most effective platform to strategically advertise to your target demographic. The main area of focus should be on sponsored content that shows up in the middle of a prospect’s field. Have 2-4 different pieces of ad creative and copy to advertise for 30 days. Four pieces tend to be the sweet spot, mileage may vary. Monitor and track with methods such as AB testing with a twist to decide which creatives are successful. Which ones have the highest click-through rates after two weeks? A working strategy is to keep the top two performers and recycle the two bottom-performing creatives with two new ones. From there, continue to test and adapt every two or three weeks.

Question 2: How much emphasis should I be putting on my personal LinkedIn page versus the company LinkedIn?

The company page should take priority and focus, at least in the beginning. Almost always post first to the company page, and then share it on your personal profile to take the best advantage of the LinkedIn algorithm. Consistency is key - make posts daily. Use hashtags to take advantage of discussion within spaces and be able to enter into other feeds through the algorithm. Don’t neglect your personal profile completely, make sure to continually grow your personal network and max out those 100 connection requests every week to have a multiplier effect to bring followers from your personal profile to the source at the company profile. This can vary in the future; sometimes a company influencer's personal page can have a greater reach than the company page, and the strategy may need to be adapted to what’s the most successful.

Question 3: In my prospecting strategy, how much time should I be spending on fish, whales, and sharks?

First, see what you can be able to handle - can the company handle a whale or even five at the same time. By assessing your own and the company's capabilities and situation you are able to strategize your points of focus. That can equate to a certain number of customers split along all three. It may be a few whales (large companies), more sharks (medium companies), and a number of fish (small companies). Just because a company is smaller, doesn’t mean they will require less work, they may sometimes require more because they are struggling to have their own capabilities and company strategy all together. These “fish” will tend to have a higher “turn & burn” because of that. Sometimes it’s more effective to find bigger fish to fry. Whales on the other hand will typically be long-term projects and it’s important to analyze whether they will make for good long-term partners in the broader company strategy.

#industrialmarketing #linkedinmarketing #marketingservices

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