Ep. 175: How to Strategically Leverage LinkedIn to Grow Your Audience

How to Strategically Leverage LinkedIn to Grow Your Audience If you’re in the B2B space and not leveraging LinkedIn, you’re missing out on one of the most powerful platforms for building brand authority, networking, and strategic business growth. Many businesses, however, fall into the trap of using ineffective tactics like “spray and pray” or “pitch slapping” – both of which can damage your brand reputation significantly. How can B2B marketers and their companies leverage this incredible platform the right way? That’s why we’re talking to Sivan Ohavim (CEO, Elevate Media), who shared insights on how B2B companies can strategically leverage LinkedIn to grow their audience and generate qualified leads. During our conversation, Sivan discussed why personalized outreach outperforms generic campaigns and talked about how to build targeted, high-quality lead lists that focus on specific buyer pain points. She also elaborated on the role of AI and automation in scaling LinkedIn outreach and discussed the importance of nurturing leads through personalized messages. https://youtu.be/0rAtjVm5jK4 Topics discussed in episode: [5:45] Social selling on LinkedIn: The challenges and strategies [10:47] How to build brand authority and generate qualified leads on LinkedIn [14:46] Overcoming pushback from management who question the value of LinkedIn strategies [17:41] Recommended content formats for LinkedIn [22:54] Actionable tips: Create a customer persona based on successful dealsUse LinkedIn Sales Navigator to compile a list of similar prospectsPost authentic content at least 3 times a weekIncrease connections within the target market through strategic outreachNurture leads through personalized messages and follow-ups Companies and links mentioned: Sivan Ohavim on LinkedIn Elevate Media Book a call with Sivan Transcript Christian Klepp 00:00 Welcome to this episode of the B2B marketers on a mission podcast, and I’m your host. Christian Klepp. Today I’ll be talking to Sivan Ohavim. She is the CEO and co-founder of Elevate media, with more than 15 years of experience in New York City’s corporate scene, where she worked with Fortune 500 companies like Merrill Lynch, Mark Jacobs, MEC Global and LVMH, she’s also an expert in connecting people, fostering collaborations and creating real business opportunities. Tune in to find out more about what this B2B marketers mission is. Christian Klepp 00:35 Okay. Sivan, Ohavim, welcome to the show. Sivan Ohavim 00:39 Thank you. Christian, Hi. Good to be here. Christian Klepp 00:43 Good to have you on the show. I really enjoyed our pre-interview conversation. I think we had a lot of common topics, and I’m really looking forward to digging deep on the topic of LinkedIn. So if you don’t mind, we’ll just dive right in. That’s good, fantastic. Okay, so Sivan, you’re on a mission to help B2B marketers and their companies leverage LinkedIn to build trust and credibility and drive business growth. So for this conversation, let’s focus on the following topic, how to use LinkedIn strategically to grow your audience, and strategically, I think, is the key word there, because we had a conversation just before I hit record about how people are not being strategic. So let’s kick off the conversation with two questions, and I’m happy to repeat them, right? So first question is, how will growing your audience lead to more business in the long run on LinkedIn? And the second one, where do you see many B2B companies falling flat in their LinkedIn efforts? Sivan Ohavim 01:43 Okay, well, that’s a really great question. And yeah, we really touched upon those topics right before we started recording. And I think a lot of B2B consultants and business owners have a big misunderstanding about LinkedIn and social setting and branding. And they’re stuck on traditional ways of generating leads which are not so much relevant these days, and where they fall short is when they do create a LinkedIn campaign or an outreach campaign, they go so broad and they’re not strategic and specific, and they do not address the pain points, or perhaps you might say, even the reality of their prospects. You know, they’re not doing their due diligence in order to create a high quality list, right? That it’s within their target market. And then when they do create some sort of an outreach campaign, they’re not hitting the pain points or the reality points on the other side, right? Per se, you know, you will reach out to someone who doesn’t have a podcast, and you will offer him a podcast editing service, and the guy doesn’t even have a podcast, right? So you’re missing the mark there. So social selling and growing your audience works. You can see it with social media influencers. You can see it with Grant Cardone and many other huge influencers in the B2B market. Obviously, when your audience, you have a large audience, you have more eyeballs...