The Combined Power Of LinkedIn And Email Marketing For Driving Sales
Karan Sharma is a digital commerce expert and the co-founder at Kinex Media Inc, a creative digital agency in Toronto.
As social platforms continue to evolve with new features, they're increasingly influencing purchasing behaviors. As a result, the buyer's journey has transformed dramatically. According to research by GWI, 71% of B2B decision makers say that social media influences their decisions when they're considering new products for their companies. For many of these buyers, their purchasing journey begins on LinkedIn.
You can leverage this shift by using LinkedIn to build trust with your audience and then connecting with them through personalized email campaigns that drive conversions. Let's take a look at how.
LinkedIn has evolved from a professional networking site into a powerful platform where you can build genuine relationships with your brand's audience. To effectively build trust and engagement, you should empower your company's most valuable assets: your people.
One survey found that content shared by employees leads to eight times more engagement than content shared directly by brands. This effectively humanizes the brand and helps foster a deeper sense of trust. This phenomenon underscores the power of employee advocacy, where companies encourage their teams to share positive news, insights and industry expertise about their workplace.
This approach not only amplifies the brand's reach exponentially but also injects a crucial layer of authenticity, making the brand's voice more relatable and trustworthy to its audience. To cultivate this, you can proactively provide clear guidelines on brand messaging, offer a repository of content ideas or even pre-written posts that employees can easily customize and share, and publicly acknowledge their contributions to foster a culture of sharing.
Implementing formal advocacy programs, providing training on LinkedIn best practices and celebrating employees who actively contribute can turn every team member into a genuine brand ambassador. For example, you might designate an internal content champion to curate shareable articles or organize friendly internal competitions to boost participation and reward engagement.
Beyond leveraging personal profiles, you can further ignite engagement through interactive content. Sharing elements like LinkedIn polls and carousels actively encourages audience participation, which in turn drives greater brand awareness. Polls offer real-time insights into customer preferences and pain points, helping brands segment audiences and tailor communications. You can regularly create polls on industry trends or customer challenges. Carousels visually break down complex information or case studies. By integrating these, you can transform your brand's LinkedIn presence into a vibrant community, fostering authentic connections.
Turning social media engagement into email subscribers is a critical next step in the digital marketing funnel.
Here are some key tactics to turn LinkedIn followers into loyal, high-intent subscribers:
• Offer lead magnets: To grow your email list effectively, offer valuable resources like e-books, reports, templates or webinars as lead magnets. For instance, a B2B SaaS company might offer a 'Comprehensive Guide to Optimizing Sales Funnels.' You can offer these on LinkedIn via organic posts linking to landing pages, through LinkedIn Lead Gen Forms in paid campaigns or through profile resources. When a lead magnet directly addresses audience needs and offers significant value, it boosts conversion rates because the perceived benefit outweighs sharing personal information.
• Create simplified forms: Limit required fields on lead capture forms to reduce friction and increase sign-ups. Collect essential information initially (name, email) for higher conversion rates, and then gather more details through targeted nurturing.
Building an email list is just the first step—how you engage with your subscribers is what truly drives results. Sending messages that are relevant, engaging and conversion-focused is the key. This requires personalization.
AI tools can help you craft personalized subject lines, body copy and calls to action at scale. By analyzing audience data, AI tools ensure that every email feels individually tailored, even when targeting large subscriber lists. For instance, you could share personalized e-book offers with your subscribers.
Consider adding interactive elements to your emails as well. Adding components like quizzes, sliders or clickable product recommendations within emails can boost engagement and increase time spent with the content. These elements not only improve the user experience but also generate valuable data about customer preferences for future segmentation.
To accurately assess the success of a LinkedIn-to-email strategy, look beyond superficial metrics and concentrate on key performance indicators. This involves tracking conversion rates, specifically the percentage of LinkedIn interactions that lead to email subscriptions.
Additionally, be sure to consistently analyze engagement metrics like email open and click-through rates to gauge content resonance and how well it addresses audience needs.
To understand the financial efficiency of your efforts, calculate your customer acquisition cost (CAC) by adding up all of your direct marketing and sales expenses (e.g., LinkedIn ad spend, lead magnet content costs, email platform costs, relevant team salaries) for a defined period and then dividing this total by the number of new customers acquired through that specific funnel during the same period. The formula looks like this: CAC = total sales and marketing costs/number of new customers.
Finally, measure your pipeline velocity—the time it takes from initial LinkedIn engagement to deal closure. This helps you pinpoint bottlenecks and optimize the overall sales process.
Integrating your LinkedIn and email marketing efforts is an effective, efficient way to build trust, engage audiences and drive conversions. By using LinkedIn to attract and nurture leads and leveraging personalized email campaigns to convert them, you can achieve sustainable growth and enhanced brand loyalty.
For chief marketing officers, founders and marketers, the key takeaway is clear: Stop siloing your platforms. The modern growth engine is not about being everywhere—it's about being intentional and strategic with the platforms you choose to engage on.
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