Does Your Marketing Manager Really Do All That...?
by Jo Shaer, on August 4, 2016
One of my biggest bugbears is when I start chatting about Inbound Marketing or Social Media to someone at a networking event and they tell me 'Oh, my Marketing Manager does all that...'
In most cases, your Marketing Manager does NOT do ALL that!
Here's one example.
Last week I was talking to the Managing Director of a large local financial services company.
Sorry, he said, I don't need you, I've got a Marketing Manager.
Does she manage your LinkedIn profile too - I can give you some training to help you really target those people who might need your services.
Oh, yes, he said. We're a member of a marketing group that offers LinkedIn training so, honestly, I don't need you.
Does she post to your personal LinkedIn profile as well as your Company LinkedIn page?
Oh yes, the two are linked so all that happens.
Has she set up your personal profile so that you don't give away too much information that could be used against you?
At that point, I felt as if I was banging my head against the proverbial brick wall so I cut my losses.
LinkedIn Personal Page vs LinkedIn Company Page
When I got back to the office, I sent him a connection request and he accepted.
This allowed me to have a look at this profile.
Yup, his personal LinkedIn profile was linked to his Company page but the Marketing Manager hadn't posted any of the items on that page to his own account.
Why is that important? Well, the posts on your LinkedIn Company page can only be seen by people who have actually taken the time to follow your page.
If you repost any posts that your Marketing team publish there to your own personal profile, those posts will be seen by ALL your connections in their news feed. Presumably, you've taken the time to build up your connections with business people who are most likely to want/need your products and services.
Can you see why this is such a powerful way of using LinkedIn? Well, neither he nor his Marketing Manager have that box checked!
Don't show too much personal information on your LinkedIn profile
We blogged quite recently about how scammers are targeting company directors by using a combination of your LinkedIn profile and the information available at Companies House.
This chap had his birthday and marital status showing plus the years that he was at senior school. That's his date of birth written large for all his connections to see.
If he accepts just anyone to be a connection - and he did have several thousand connections - that's a real security risk.
I sent him a private message to warn him - but he did not respond. No one monitors his messages. So how could any potential customer make a business enquiry through LinkedIn...?
Are you letting opportunities on LinkedIn slip through your fingers?
Don't rely solely on your marketing team on LinkedIn. People buy from people and, as an executive director, you've spent a lot of time building up your network of the right connections. If you never communicate with them and never post anything that might remind them about who you are and what you do, you're missing a huge opportunity. It's one of the founding principles of LinkedIn.
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