Recently VA Partners launched a group on Linkedin called “Sales and Marketing for Canadian Startups”. Linkedin groups have a number of benefits for member such as sharing content and making connections, as outlined in a previous blog post. However, from the perspective of a group owner there are different things to consider when it comes to Linkedin groups.
When I was doing research on how to start a Linkedin group I came across a number of resources with great guidelines. These include articles from Hubspot and Social Media Examiner.The recently published article “How to Run a Successful Linkedin Group” featuring Sourov De and Chris Hebert has some great tips as well.
Below are some tips I have gathered:
- Develop a digital marketing strategy to gain momentum in attracting members. Use social media platforms such as twitter to spread the word. Other outlets can include the use of your newsletter. You can use these platforms to not only present the launch of the group, but to also provide continual updates on the group’s progress.
- Use connections that individuals have on Linkedin to send out personal emails encouraging them to join the group to by outlining what benefits it could offer them. It’s important to only invite people who will actually consider joining.
- Since the group is encompassing both sales and marketing it’s important to vary the topics of the content that is being posted as well as the sources that they are being drawn from but still maintain the overall topics of sales and marketing.
- Formulate questions and post them as discussions to allow members to engage in conversations.
- Comment and like discussions that are posted by other members in order to show that you are involved in the group’s discussion board.
- Decide whether an open group or a closed group is more appropriate for the goals of your group. Some factors that play a part in making your decision include:approving members, approving discussions or allowing updates without any approval. The decision to have an open or closed group will alter the amount of time you will regularly spend on the group.
- Set up group rules for members to refer to. This also shows that this group is meant to facilitate only relevant discussions. It indicates to members that the group managers are involved in the group’s progress and are committed to making it one that will be beneficial to its members.
- Develop a way of addressing spam and other promotional material. First, it’s important to create guidelines on what is considered spam and what isn’t.Utilize the personal message feature in Linkedin to connect with anyone who is posting things that aren’t relevant to the group
It’s important to realize that once the group has been launched many of your pre-planned ideas may need to be adjusted. For example there can be lot of activity on the group’s discussion board so you may reduce the amount of content you post.Continue to develop your plans to cater to your groups demographic.
Take a look at the group “Sales and Marketing for Canadian Startups” to see the results of the efforts that are put into creating a Linkedin group. For more information about how you can make the shift in Marketing for your team, or for help getting your Marketing efforts off the ground, take a look at how we can help.