We have been celebrating an important milestone for us here at LinkedIn – and one that should be of interest to the nation’s ambitious salespeople. We’re incredibly excited and proud that today more than 20 million professionals are using LinkedIn in the UK. This represents almost two-thirds of the working population and, for sales professionals, that’s 20 million potential customers, right at their fingertips.
Of course, the landscape for finding the right potential customers and building productive relationships with them is far more complex than it used to be. With an average of 5.4 people within a single organisation now involved in the buying process - and a different set of information about a product or vendor needed by each of them - the sales process today looks very different to that of old.
But for the majority of salespeople, social selling has completely changed the game. With access to 20 million professionals on LinkedIn, combined with the kind of social insights the platform provides, making those connections becomes a far less daunting task and a much more efficient process. We are here to help sales professionals to do what they do best - from identifying, tracking and engaging with potential customers to making themselves stand out from their competitors.
So who should you be targeting, and how? At LinkedIn, we help businesses to become more competitive and successful by helping them to efficiently identify and nurture sales leads. And thanks to our rich insights we’re able to look beyond local markets, opening up new opportunities to generate revenue and growth.
The biggest sectors represented on LinkedIn in the UK are IT, construction, healthcare and retail, but our members span everything from rocket scientists to drilling engineers. Our members are as diverse and varied as the broad spectrum of British businesses. And we understand where people go, when they switch industries and how they are progressing up the career ladder and, most importantly, who are the key decisions makers that you should be targeting.
Our insights are helping salespeople identify exactly who they should be speaking to, from Manchester City Football Club building new relationships for their hospitality business, to enabling Lloyds Bank to see relevant updates among C-level decision makers that provide an opportunity to engage. LinkedIn can help you find and keep track of the right contacts - no matter where they are or even if they’re not part of your immediate professional network.
Even with so many potential leads available, it’s only the right ones that are really useful – and finding them is easy.
Furthermore, once they have been found, they can be engaged more successfully. The platform also gives marketing and sales professionals unrivalled insights into the way that UK professionals engage with content and interact with brands in a professional context. These insights help salespeople better understand their buyers, and knowledge is power. You can offer the right messages at the right time when you understand what your targets are looking for and when they looking for it. With sponsored updates you can make sure that your messages are seen by exactly the right audiences, using comprehensive targeting options.
Gone are the days of the dreaded cold call; this kind of content can spark meaningful conversations with the right prospects, capture the attention of highly engaged people, and drive qualified traffic right to you.
The UK enjoys an enviable range of businesses that offer a myriad of different services and products. And for each one of these there is an audience of potential buyers and users. Finding and engaging this audience in a crowd of 20 million people is now easy with intelligent use of data insights matched with the relationship-building nature of social media, making a powerful - and winning - combination.