ILMA Compoundings November 2017 - 31

"The key aspect of social media marketing is
making sure that you are active on the social
media platform where your potential
prospects are active."
your potential prospects are active. Facebook, Twitter and
LinkedIn are the big three in terms of social platforms that
present these opportunities. Your prospects may be on all
three, but it's critical to look at where it's easiest to get the
most attention from them. Experience has proven LinkedIn
to be the social media outlet that provides the most ROI to
manufacturing and industrial companies.
ORGANIC SOCIAL
To reach the most prospects and clients organically using
LinkedIn, it's imperative to have an updated, accurate company and personal profile. From a sales/marketing perspective, this means having a compelling professional story in
your summary that will resonate with your potential clients,
along with buttoning up everything from headline, headshot and profile content to engagement with your network.
Your active sales/marketing team(s) must be dedicated to
time spent daily producing and sharing content that will
add value to your network and engage with connections for
opportunities and sales to follow.
Continue to build your personal network daily by using
the 80/20 rule. Keep 80 percent of your connections relevant to your industry and the goals looking to be achieved
in terms of prospects and industry professionals. The other
20 percent should consist of influencers with 10,000 or
more connections who can assist in pushing your content to
a broader audience, gaining you credibility as a knowledge
source in the industry.
Use LinkedIn to provide value to your network, aside from
your own marketing tool. This tends to get missed as, in
marketing, everything is done to push content featuring the
company doing the marketing. You'll find an abundant return
if your company shares information to help the community without self-promoting and provides industry-relevant
information 75 percent of the time. There is a time to push
company content, but focus on providing value first.
PAID SOCIAL
Though LinkedIn's paid ads will have you reaching for your
wallet, the returns will justify the cost. LinkedIn provides
"self-managed ads," which afford you the benefit of managing the budget (daily and per click/impression), whether the
post is on or off, demographic and creative. Over the past
two years, my industrial marketing agency has managed a
significant spend for our clients on LinkedIn ads and seen
the highest ROI and brand awareness return versus any
other paid advertising platform.
What's the magic? The ability to create micro-targeted
campaigns to specific people, title, location, job function,
school, industry, company size, group member, etc., has

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allowed the creative ad to match the demographic at the most
strategic level. You can strategically target your demographic
and provide content that is relevant to it. Matching that with
an appropriate click destination or lead form significantly
increases the click-through rate and leads generated.
The top two performing advertising tactics are sponsored
posts, delivered in the native news feed and sponsored InMail
(which is LinkedIn's version of email marketing). If you're
going at it yourself, your monthly budget could be as little
as $1,000 if you have the team to do the creative, or you can
hire an agency to create and manage everything for you.
In any facet of marketing, the worth completely relies on
the cost of your strategy versus the value it provides. The comfortable marketing methods that the manufacturing industry
has utilized for years might still work for your company,
and they might not. Regardless, digital is a road you can't
afford not to go down in this era of informed buyers and the
importance of your company's digital reputation - making it
in a manufacturing company's best interest to trust its digital
persona to a manufacturing-specific marking agency. The
takeaway is a strategic combination of organic and paid traffic
and social media content in harmony with a clean, functional,
tactful and user-friendly website as your backbone.
Milan is CEO of 5 Fold Agency, an industrial marketing agency. With
12 years of sales and marketing experience in the industrial space, Milan
designs and executes powerful strategies and is known as the "go to"
source for all marketing strategy and tactics within the industrial and
manufacturing sectors.

http://www.Biederman.ca

ILMA Compoundings November 2017

Table of Contents for the Digital Edition of ILMA Compoundings November 2017