How to Find Relevant LinkedIn Groups
As a B2B marketer, LinkedIn should be an important part of your online marketing efforts. Unlike the other primary social networks, it is focused on business and there is much less distraction. When signed into a LinkedIn account, business professionals are more receptive to hearing your message compared to when they are logged in to Facebook and might just be looking for pictures of their nieces and nephews. Marketing your business using LinkedIn involves much more than just setting up a business profile. It’s important to share your thought leadership content on LinkedIn, and more specifically, within LinkedIn Groups. Of course, in order to share content with these groups a prominent individual within the organization will need to first find the groups and join them.
Here are 5 items to search for to find relevant LinkedIn Groups:
If your site has been optimized and you are in the midst of an SEO campaign, you should have a list of the keywords that you are targeting readily available. These are the keywords that people are using to search for what you have in Google, so it can be assumed that they are also searched for in LinkedIn.
Does your company target multiple different industries, or have many verticals? For example, maybe your broad target is “medical” but what about breaking it down by niche? Your services could be applied to primary care physicians, pediatricians, dermatologists, OB/GYNs, optometrists, and the list goes on. It’s very likely that there are multiple groups for each of these specialties that would be relevant to the services that you provide.
Think about the people within the organization that would be the most likely to seek out your services. Maybe it’s the office manager or VP of marketing or HR representative. Using the title or position as the keyword, search for groups that they may be a member of.
Groups connections are members of
If you’ve been active with LinkedIn for a while and have been connecting with industry professionals on a regular basis, which can be of huge value when it comes time to start looking for groups. Make a list of your “priority” connections (the ones that are relevant to your business and industry only) and spend some time visiting each of their profiles to see what groups they are members of. There could be some very niche ones in there that are relevant, but didn’t show up when you were searching using keywords.
As you are searching for groups, pay attention to the box on the side that LinkedIn provides you with that includes “related groups”. LinkedIn assumes that if you want to join Group A, there’s a good chance that you will also be interested in Group B.
Depending on your industry there could be hundreds of LinkedIn Groups that are relevant. The maximum number of groups that you can share content with is 50 per person, so it’s a good idea to select a few trustworthy members of your team to join the additional groups.
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