Reprinted with permission of Pinfex.
Forget Facebook! LinkedIn is where the magic happens for business-to-business lead generation. Sixty-two percent of companies on LinkedIn have gained a new customer from the network,[i] and LinkedIn leads convert at almost three times the rate of other social networks.[ii] Plus, inbound strategies like LinkedIn can save you a bundle on marketing expenses – as much as 61%, according to Hubspot.[iii]
LinkedIn tops Facebook for producing new dental patient traffic
Savvy use of LinkedIn positions you as a thought leader in your industry and connects you to thousands of dental practices that could be in the market for your products or services. However, if your personal profile and company page aren’t optimized for lead generation, then you’re letting a lot of new business slip through your fingers.
LinkedIn tactics that win new dental practice clients
The fundamental rule of LinkedIn is — offer value. You’re not there to sell, but to build relationships. Post your own content, link to interesting articles, join groups, start discussions, and answer questions. In doing so, you’ll establish yourself as a trustworthy authority in your industry. You’ll also connect organically with influencers, thought leaders, and potential clients within dentistry.
You’ll generate some leads just from that activity. Ramp up your lead generation efforts from your targeted dental practice clients by offering something valuable — a white paper, a free report, or even a service offering — in exchange for their email address. Post your offers on your “Products Tab” located on your LinkedIn Company page to quickly convert casual visitors to warm leads.[iv] Create a dedicated landing page for your LinkedIn offers, so you can track their performance.[v] How does a dental lab get started with LinkedIn marketing to “connect,” then engage with their dental practice clients and eventually earn their business?
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Top 3 resources for dental labs getting it done with Linkedin
That’s just the tip of the LinkedIn iceberg. For some more smart suggestions, check out the following articles — 9 Ways to Market Your Medical or Dental Practice With LinkedIn by Brian Honigman at Referral MD, 18 Ways Your Brand Can Benefit From LinkedIn (More Than They Are) at Social Caffeine, and The Ultimate Cheat Sheet for Mastering LinkedIn from Pamela Vaughn at Hubspot.
[i] Miller, Melissa. “20 Fresh Statistics About The State of Inbound Marketing in 2012.” Hubspot. 27 Feb 2012. Accessed November 4, 2013
[ii] Corliss, Rebecca. “LinkedIn 277% More Effective for Lead Generation Than Facebook & Twitter.” Hubspot. 30 Jan 2012
[iii] Miller, Melissa. http://blog.hubspot.com/blog/tabid/6307/bid/31550/20-Fresh-Stats-About-the-State-of-Inbound-Marketing-in-2012.aspx
[iv] “18 Ways Your Brand Can Benefit From LinkedIn (More Than They Are).” Social Caffeine. Accessed November 4, 2013
[v] “Using LinkedIn For Lead Generation: 6 Lessons.” Marketing Sherpa. 29 Jul 2009. Accessed November 4, 2013
