LinkedIn Groups – are you leaving money on the table?

LinkedIn Groups – are you leaving money on the table?

Known as the graveyard of LinkedIn, most people don’t waste their time in them. However, a good LinkedIn marketing strategy must utilise LinkedIn Groups effectively because they have some less obvious features which you can benefit from and LinkedIn have announced that they are going to be overhauled and will play a much larger part on the platform.

What can you do with them?

1.    This is the golden nugget! You can send direct messages to other group members (you need to be a group member for 5+days) , even if they are beyond your network.

2.    Contact decision-makers who do not engage in public posts & prefer to interact in groups.

3.    Remain visible to group members for weeks or months, even with little engagement. Low engagement profile posts, on the other hand, have 24-hour visibility, FB posts last 5 hours and Tweets usually disappear within 18 minutes. Consider the value in this 🤔

4.    Introduce 3rd Party links without breaking the rules of a Group. Unlike normal LinkedIn Posts, these links are not suppressed by the all-powerful LinkedIn algorithm.

5.    Discover a significant number of specific queries and requests by group members.

6.    Save time, funds and effort in creating a community of an engaging audience, including prospects and leads.

Lately, LinkedIn has rolled out many new features in 2021 and listed Groups in their key marketing tools for businesses. Moreover, LinkedIn Experts and inbound agencies like Hubspot, foresee a shift of social media to intentional and self-selected communities i.e. groups. It is best to mobilise your marketing plan for LinkedIn Groups right away and the following tips can help.

1.    Study LinkedIn:

There are several ways to find groups: There is the LinkedIn Groups Directory . This is quick and easy but the downside of this option is that you cannot filter your results by industry or location.

You can find ‘searchable’ or Listed Groups by studying various LinkedIn profiles and pages. First, browse through profiles of your connections and target audience. Open any profile and see their groups under the Interests tab at the very bottom.

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Compile a list of relevant groups and use the LinkedIn Search Bar to discover their pages. Expand this list by shortlisting some groups from the recommendations in your Discover Page or My Network Page.

You can also use the Group filter in the Search Tab to get results for groups that have certain keywords. Moreover, many businesses highlight groups on their Company Pages. It is best to add these links to your List of Groups, especially if you are a B2B business.

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Next, verify if the recommended groups and Company Page groups are similar to those of your network and prospects. If there are little or no similarities, optimise your profile with keywords that are prevalent with your target audience. This step is essential because many group admins assess your profile before granting membership.

2.    Join the Relevant Groups:

Thereafter, submit requests to join the groups that suit your marketing strategy. Prioritise groups based on membership of prospects, the total number of members, location, industry category, expertise, rules, latest activities and admins. Verify if any Group Admin is within your network or an Open Networker. If yes, it is best to send a personalised message or invite to the Group Admin along with your reasons to apply for the membership. In the case of Unlisted Groups, seek feedback from your network and try to generate a membership Invite. Unlisted groups are not visible to non-members in profiles and search results.

3.    Engage & Influence:

Modify your content calendar and include posts for various LinkedIn Groups. Adhere to the rules of the group and the content preferences of its members. Your calendar may need rotation across timings and days as well as content i.e. personal stories, fact-based posts, consumer awareness & insights, tutorials, carousel posts, infotainment videos, advice, updates etc. Comment on posts by other group members and also ask them if you can quote or cite their content elsewhere. Create a list of recipients who may welcome messages or Inmail to them, even if they are beyond your network. It is best to limit the number of new recipients to 20 or 30 members – no spamming! Additionally, you can earn the confidence of some Group Admins and highlight their Group on your Company Page.

4.    Create Your Group:

Once you have gained enough viewership in other groups and public posts, you can craft and create your own independent LinkedIn Group:

  1. Open LinkedIn on your browser
  2. Click on the Group link in the left-hand index of your homepage.
  3. Then select the tab for Create Group on the top right corner.
  4. Fill up the details in the pop-up window i.e. Group Name and Description. You can also add optional details for Industry, Location and rules.
  5. Select the option for Listed Group, if you want the group to show up in profiles, Company Pages and LinkedIn Search results.
  6. After these updating these details, you can alter the group permissions to allow members to invite other users to the group.
  7. You can also restrict the publication of content without an admin review.
  8. Edit the Logo and Icon of the Group and Click Create.

You may have signed up for groups at some point in the past and now wonder where on earth they are! You can find them from your home page here:

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Make sure that your presence in the Group is known and that your profile is optimised for lead generation. Have your website clearly visible and write that you’re open to messages regarding business opportunities.

Now GO, GROW AND GENERATE opportunities!


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