If you’ve ever wondered which social network is best for getting leads for your healthcare marketing company I’m here to give you a quick and perhaps obvious reply. LinkedIn!
Don’t be fooled by the popularity of the platforms such as Facebook, Twitter, and Instagram. LinkedIn is a network that has a much higher conversion rate than its more famous counterparts. While Twitter and Facebook’s conversion rates are normally ranked lower than 1%, LinkedIn has a 2.74% conversion rate. That’s almost 3 times higher than any other network.
LinkedIn also has a faster conversion rate than any other social network out there. That’s not surprising after all, considering that LinkedIn has a higher concentration of business-focused people than any other network. So if you want to do business LinkedIn is the place to go.
But you can’t just open a LinkedIn account for your healthcare marketing company and expect to boost your revenue overnight. Just like any other platform LinkedIn also has an array of tools that pharma marketers should employ if they want to get the most out of it. Here are 9 LinkedIn tools that have proven particularly useful in my extensive pharma marketing practice.
1. LinkedIn Pulse
LinkedIn’s official blogging platform allows you to publish blogs that can reach an entire network of LinkedIn users. Every time you post something on LinkedIn Pulse, your connections will get a notification about it. This will undoubtedly increase your reach. But the best part of the tool is the analytics that comes with it. For every post published on Pulse, LinkedIn will provide you with the number of views it attracted. It will also give you the data on healthcare professionals who viewed your post including their job title, industry, and traffic source.
2. Export LinkedIn Connection
Your LinkedIn connections are valuable marketing assets full of potential leads and future customers. The Export LinkedIn Connection tool lets you keep all your contacts in one place by exporting them into one single Excel sheet. The sheet will gather a bunch of their personal info including their email address, job title, and where they work. You can use the emails from the list to revive your email marketing list and easily send promotional emails to your LinkedIn contacts.
3. SlideShare
SlideShare is a perfect platform for sharing presentations that attract over 60 million visits each month. People always respond well to visual presentations. And in you make a series of compelling slides you can reach mind-blowing visibility for your pharma brand. But that’s not all! SlideShare also provides you with an array of analytical data that will tell you what’s popular and what’s not.
4. Drum Up
If you want to keep your HCPs intrigued, you have to be able to deliver fresh and engaging information every day. You can make a series of super entertaining and educational videos and blogs. However, if people heard all the content before, it’s highly unlikely that they will want to read it or watch it.
That’s where Drum Up comes in. This tool is actually an algorithm that can source the latest news and info about healthcare and the pharmaceutical industry based on given keywords. The app also lets you schedule your posts so they can be published while you are away and control your posting schedule based on your Internet account.
5. Company Insider Plugin Generator
You can use Company Insider Plugin Generator as a tool to easily add your employee’s profiles to your website. Needless to say, people gravitate towards other people.
No one wants to feel as if they are talking to a machine. They want to get to know the people behind the brand.
With this simple plugin, you can add an array of employees to your website with one simple click. This will add a human face to your company that everyone can easily relate to. That should help establish new and strengthen existing bonds with your HCPs.
6. Blink Chat for LinkedIn™
Blink Chat for LinkedIn™ is a cool app that’s a must-have for everyone who is into online chats. This mobile app lets you send messages to your pharma company’s LinkedIn network regardless of whether they are online or offline. If your connection is online, you can initiate a chat immediately and if they are offline you can still send a message that they will receive as soon as they log into their account.
7. LinkedIn Sales Navigator
Here’s a tool that will turn your LinkedIn page into a real sales machine. Linkedin Sales Navigator lets you find the right sales prospects with an algorithm that will make recommendations perfect for your company. LinkedIn Sales Navigator also lets you import your Salesforce data with a single click. The tool provides its fair share of analytics as well and follows who viewed your LinkedIn profile. It also provides real-time sales updates on your prospects and clients.
8. LinkedIn Ads
As you probably know by now, LinkedIn supports several types of ads. For starters, there are text ads that work the same as Google’s pay-per-click advertising. You simply determine a budget for each advertisement and pay LinkedIn to list ads for your site at the right of the organic search listings.
Promotional ads, on the other hand, act like native advertisements. They appear on your targeted prospect’s home page stream on both computer and mobile devices where they are easily noticeable by LinkedIn users.
Highly visible display advertising ads are another option for pharma marketers. They are usually placed on Linkedin pages with high traffic. But they can be presented to your leads both on and off LinkedIn. That’s a pretty powerful LinkedIn marketing tool that can extend your marketing reach exponentially.
9. Sponsored InMail
Unlike regular Inmail Sponsored InMail Tool from LinkedIn lets you send targeted messages to people who remain outside of your LinkedIn network. You can personalize your message and deliver them to anyone in the network. This feature makes Sponsored InMail a perfect tool for distributing ebooks, white papers, infographics, or sending invites to events or webinars. When you send a Sponsored InMails it will appear at the top of a recipients’ messages list. From there it will capture the attention of physicians who can review your product.
I’ve been playing around with these LinkedIn tools for some time and couldn’t be happier with the results. If you are serious about using LinkedIn then make sure to try out at least some of these tools. And find the ones perfect for your pharma brand. And don’t forget to let me know which one worked for you in the comment section below.
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