MINDSET - Transition from lead gen to demand gen. Because social networks are awareness channels, not intent channels, the optimal goal is to CREATE DEMAND.
STRATEGY - Because 99.6% of people never click away from LinkedIn, focus on telling your story IN THE FEED instead of on a landing page. Tell business stories that inform, intrigue, and inspire ... while driving business outcomes. When you disclose you differentiate.
This doesn't have to be proprietary info to be valuable. Simply share your POV on industry shifts and opportunities like the leader that you are.
METRICS - Add new ways to measure these programs because previous analytics criteria and attribution software will not properly track the effectiveness. Design your content to inspire participation and sharing. Sales attribution from community conversation is different.
EXECUTION - in social, you need to be constantly earning trust with your POV by producing & distributing your leadership with new content and stories that your prospects can share "down their halls."
You'll need new processes - new talent, new systems, and less red tape to give your team the freedom to be creative & find new ways to connect with customers.
- Your #1 goal is to add value to your audience while fostering meaningful interactions.
- Your OTHER #1 goal is to use these tactics to convince the LinkedIn algorithm that you deserve more exposure and... LinkedIn Love.