Kristina Jaramillo says, “Many social media and social selling experts say volume is the key to success on social media platforms, including LinkedIn.

In an article in Content Marketing Institute’s magazine, Jonathan Crossfield compares that scattershot, shotgun method to a realtor’s flyer-marketing efforts. He talks about how once a week his mailbox contains at least one real estate flyer that mentions a recently sold house in his area and asks whether he has considered selling his home. Now, Jonathan is renting, so I’m sure his landlord would have something to say about that.

As you can see, that’s the wrong message sent to the wrong audience. And the same thing happens when you do not take a rifle approach to focus on targeted audiences on LinkedIn.

A shotgun approach may be better when you have a lower-cost product or solution and you need as many leads and subscribers as possible to get a return on your social media investment.

But when your offering supposes a hefty investment on the part of the buyer, and when you have a complex sales process, then you’d better be sure you’re focusing on specific audiences and that you are being relevant. A targeted, account-based marketing approach is key in this case”.

How Account-Based Marketing and Selling via LinkedIn Can Drive Revenue


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