We really, really love what we do.
Okay – I don’t think I have to state this, but making sales in our industry isn’t easy. We face multiple challenges such as long sales cycles, selling high-value products, and a large amount of competition. As an industry, we don’t tend to value marketing the same way that others appear to – our focus is much more heavily on the engineering side. Yet the sales and marketing teams are still expected to fill the funnel with endless leads.
This is where LinkedIn comes in. An often-overlooked resource, LinkedIn can be perfect for our industry. Here is why:
How to be successful on LinkedIn (without spending money)
Learn Hub posted a great article on “How to Leverage LinkedIn as a Powerful Sales Tool”. I am going to summarize it below and make a few tweaks to apply it a bit more to the Aerospace & Defense Industry. Let’s get started.
Make your profile sales-friendly
Unlike other social media outlets – LinkedIn reflects your professional brand. It may be both you and your companys’ first impression on sales prospects, so you want to come across as approachable, authentic, and credible. To make a great first impression, we recommend you optimize your profile. This includes:
Similarly, if you are using a LinkedIn Business Page, we recommend you optimize that page as well. This includes:
Follow the companies your prospects work for
Like other social platforms, your newsfeed will be filled with updates based on who you follow. We suggest that you follow those companies that you are wanting to target so that you can stay up to date with any news shared – which may also provide you a good “in” to reach out to them.
Create and share original content
This one is huge, especially in our industry.
Join and be active in LinkedIn groups
With a quick search using only “Aerospace and Defense” there are over 432 groups in LinkedIn with the top groups having well over 200k members. This is a great resource for getting more involved in the industry, sharing expertise, and connecting with potential buyers.
As mentioned above there are a TON of groups to join so it may feel overwhelming at first. Our advice, prioritize the groups by putting yourself in your buyers’ shoes – what is it they care about? Where would you find them?
Utilize common connections
Our industry is surprisingly small, and people tend to move around a lot. Odds are you have a mutual connection in the industry and if you do leverage that! LinkedIn allows you the unique opportunity to view your prospects profile and see mutual connections. Maybe this can be the ‘in’ you were looking for to build that relationship.
It’s about the buyer, not you
As with any cold outreach, structure your sales message in a way that puts the prospect at the center of your narrative. Use LinkedIn as an opportunity to provide value and be helpful. Make the message about how you can help solve your buyer’s problem and not why they should buy from you.
LinkedIn Marketing Tools
In addition to all the tactics above, LinkedIn also provides some very cool marketing tools (for a price) that have been proven successful in our industry. A few quick facts:
What LINKEDIN marketing tactics are available
LinkedIn provides a self-service ad platform that includes, Sponsored Content, Message ads (InMail) Dynamic Ads and Text Ads. You can read more about each one here.
If you are interested in trying a LinkedIn Campaign but still not sure where to start – reach out. We would be more than happy to help! Contact us
Why does AERPOWER recommend LinkedIN
Year over year, email marketing tops the charts as one the top marketing tactics utilized and one of the most successful in terms of ROI. While AERPOWER agrees that email marketing is a great tactic and we do see success with it in our industry we also deal with the following challenges the most:
LinkedIn provides a unique opportunity to find and connect with your prospects. It’s a great channel to share and engage in content, build relationships, and stay top of mind. It also offers you the ability to send out emails, via their messaging capabilities, to a very targeted list without having to curate a list or violate any email marketing rules. And as stated above, LinkedIn does have high success rate metrics when executed well.
If you’ve been on the fence about the effectiveness of LinkedIn, give it a try. It can be a great marketing resource and also proves to be an extremely valuable tool for your sales and business development teams.
And as always – if you have questions or need help, reach out. We’d love to help. Contact us