Secrets to Dominating Your Market on LinkedIn (Part 2: Utilizing Groups)

Posted by: Chris Marentis

Secrets to Dominating Your Market on LinkedIn (Part 2: Utilizing Groups)


Now that you’ve re-vamped your company page, you’re ready to start dominating LinkedIn groups.  Much like setting up your profile, there are tried and true rules to follow when participating and forming various groups.  Here at Surefire Social, we’ve seen what works (and what dosen’t) and want to pass our lessons learned on to you.

1.       Join a few choice groups where your target customers are members.

At first you’ll want to simply monitor what your potential customers are interested in and where they have gripes.  From there you can start commenting on various posts and other group member’s comments.  You’ll want to find out what the top influencers are that will get a member to comment back.  When they do respond, make sure that you quickly address the comment.  By doing this, it shows that you are engaging and responsive.  Both quality traits that customers look for in a business.

2.       Form a Group (or Groups!)

You’ve seen what generates interest in other groups, now it’s time to start setting up your own.  The first step is making sure that the group is targeted.  This means offering the exact services that the group is interested in. You may need to have a couple different groups so you can be tailored enough to the members, and that’s okay.  This will set you apart.

When setting up the group, it is imperative that you don’t come across as trying to push your services on your members.  Be sure to stay clear of anything that ties the group to your branded image.  This means taking the time and setting up a non-descript email (such as a gmail account with just your name).

3.       Members.

When inviting potential customers to become members of the group, you must use enticing words that appeal to the targeted audience.  Do not send a boring, generic message that ensures that your invite gets moved to the trash folder.

Also, this is also not the time to be exclusive.  Anybody can become a member.  So make sure that the “no request needed” option is selected and that the group is made public.  That being said, it is important to not allow anyone to post discussions without approval.  This is because other competitor groups can sabotage all of your hard work with a few well-placed comments.

4.       “Share Groups”

This is a feature that allows you to post a discussion about joining your group in other groups.  A good example of this would be a law firm posting on E-legal. 

That’s it.  Groups are a great way to demonstrate your knowledge and gain interest in your company.  Be friendly and let your personality shine.  Just keep in mind that groups do have a shelf life.  Once you feel a group is growing stale, take the initiative to end it.  And then start a new one.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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