How to Infiltrate LinkedIn

Groups for Maximum

Marketing ROI
Last Updated on April 19, 2019

I feel like LinkedIn is a social media platform that receives a fair amount of attention but
is still overshadowed by other networks such as Facebook, Twitter, and Instagram.

That’s a shame. Why? Because in the B2B space especially, I’ve found LinkedIn to be
incredibly effective for professional networking and for marketing in general.

With 450 million registered users as of August 2016 and two new members joining every
second, LinkedIn has a huge potential.

I think many marketers are still reluctant to go all in on LinkedIn simply because they
don’t understand how to utilize it properly. It’s also possible they don’t fully understand
all the opportunities it presents.

Maybe it’s because of its robust set of features, the inherent learning curve, or the lack of
understanding of the nuts and bolts of the platform. Whatever the reason, there’s a
definite trend of marketers failing to extract LinkedIn’s full potential.

In fact, a study from the Content Marketing Institute found that an overwhelming

number of LinkedIn users consider it to be ineffective as a marketing tool:
B2C marketers in North America in particular saw only limited results.

But what if I told you that there’s a way to kill it on LinkedIn and generate valuable,
ongoing leads for your business? What if you could have an amazing ROI by following a
fairly simple formula?

It’s definitely possible. The key is to infiltrate LinkedIn Groups.

Here’s how.

Joining groups
You have two options with LinkedIn Groups.

You can either start your own group or join existing groups relevant to your industry.
In my opinion, the latter option is your best bet, especially when you’re just starting out
and have a limited network.

It’s easier to gain traction, and you can get your brand in front of hundreds of
thousands, or even millions, of prospects without having to do a whole lot of legwork.

This starts by first visiting the Groups Directory.

As you can see, you can choose from a number of groups, and these are just a slice of the
groups available.

You can browse the groups by name, or you can enter a specific search term in the
search box at the top.
If a group is public, simply click “Join,” and you’re in.

If a group is private, you’ll need to click “Ask to join,” and an administrator will have to
approve your request.

I’ve found that approval will usually happen within a day or so.

Relevancy is vital
One of the most important aspects of marketing with LinkedIn Groups is to join groups
that are highly relevant to your industry.

This will ensure you’re interacting and connecting with like-minded individuals who
have the same interests as you.

It also means the content you share is more likely to gain attention and get shared.

Keep this in mind when searching for groups to join.

What do I do once I’ve joined?

The first thing you’ll want to do is look over the rules and guidelines of the group.

To prevent spam and ensure a positive user experience, many groups have restrictions
regarding the type of content you can and can’t post.

Here’s what I’m talking about:

Here you can see that this group doesn’t allow links and promotions.

Ideally, the groups you join will allow links and some type of promotions, but always
double-check before you start participating.

I then suggest taking some time to check out the discussions. Take note of the
conversations and the topics being discussed.

Are there any overarching trends? Which conversations are getting the biggest
response?

Answering questions
When you’re just getting started with a new group, I recommend looking for questions
to answer that are in your wheelhouse.

Try to identify a topic you’re knowledgeable about and to which you can add some
legitimate value.

Here’s an example of a question from an HR-based group:

If you can nail it and come up with an answer that’s spot on, you’ll instantly raise your
credibility, and other members are going to take notice.

This is how you showcase your expertise and start building leverage.

In other words, this boosts your “street cred.”

Posting questions
You can also start your own conversation with the group at the top of the page.

One of the best ways to get the ball rolling is to ask a thought-provoking question.

Make sure it’s open-ended so that members are forced to dive in deep and not simply
answer “yes” or “no.”
But before you post a question, I recommend scanning over previous conversations just
to make sure it hasn’t already been covered. Otherwise, its impact will be reduced, and
you’ll likely look like a noob.

Posting content
You can also post content, such as blog posts and articles, relating to your industry.

While I do recommend posting content from time to time, it’s extremely important you
remain tactful.

What do I mean by tactful?

First of all, anything you post should be hyper-relevant and right on target with the
type of discussions members are having.

Anything off topic isn’t going to add any real value and is probably going to make you
look bad.

Second, make sure you’re not going overboard when posting content.

Even if every single thing you post is gold, you don’t want to clog up the group
discussion with excessive content. Although what’s considered excessive is subjective, I
would say that if you’re posting any more than three pieces of content a week, it’s too
much.

Just use your best judgment.

Third, make sure you’re not being overly promotional or salesy with your content.

Over-promoting yourself and your brand is an inexcusable marketing sin regardless of

the platform you’re using, and LinkedIn groups are no exception.

Group members can smell this type of douchebaggery a mile away, and it’s going to kill
your reputation (and your ROI).

While it’s fine to promote your brand (that’s the reason you’re using this platform in the
first place), you need to be responsible and respectful when doing so.
Here are some tips for tactful promotion:

 Keep it to a minimum
 Make sure every piece of content ties into the conversation
 Make sure your promotions add genuine value
 Don’t annoy group members with in your face antics like “BUY NOW!”

In other words, be cool about it.

Building authority
You can liken LinkedIn Groups to a forum.

On most forums, there’s usually a handful of individuals who noticeably contribute a lot
of helpful information and are highly respected as a result.

You want to do everything possible to be one of these people because it’s going to pave
the way to success on LinkedIn Groups.

It’s also going to boost your ROI in the long run.

How exactly can you build authority?

 Be an active member, and don’t go MIA for months on end

 Chime in on conversations you’re knowledgeable about, and let other members
get to know you
 Post awesome content from resources that aren’t your own
 Concentrate more on providing value than on shameless self-promotion
 Encourage others to join the group

Making connections
Another great feature of LinkedIn Groups is that it gives you the opportunity to connect
with other members in an extremely convenient manner.

I suggest you take full advantage of this and make it a point to be the first one to reach
out.
You can get in contact with other members by scrolling through the members list:

Hover your cursor over a person’s name, and you can view information about their
industry, region, skills, and groups.

You can also check out their profile, send them a message, or send an invitation to
connect.

But before you reach out, it’s usually best if you interact with that member via
conversations and build at least a little rapport.

This tends to make the process smoother and should alleviate any potential
awkwardness/borderline creepiness.
If you’ve been interacting with someone in your group for a while, you may want to
connect with them on other networks as well.

Most people will also have a Facebook, Twitter, Instagram, or some other account, and
this can potentially lead to additional opportunities.

Conclusion
Like with many other marketing techniques, it usually takes a little while for things to
gel on LinkedIn Groups. It’s going to take some time and effort before you can reap the
full rewards.

But by being active and working to establish a presence, you can potentially gain some
massive exposure for yourself and your brand.

An added plus is that you can network with other professionals at the same time, thus
killing two birds with one stone.

If you’re not currently utilizing this resource as a marketing tool, I would strongly
suggest you get started ASAP.

With the right approach, you can effectively promote your brand while simultaneously
growing your network.
10 Groups to Join on LinkedIn if
You’re in Marketing
by Act-On Staff  Last updated November 25, 2019

With over 450 million users in 200 countries, LinkedIn is the world’s largest professional
network. From growing your business connections, learning best practices, and staying
up to date on trends, LinkedIn is a one-stop-shop for marketers looking to advance their
skills and career.

While Twitter and Facebook often steal the show, LinkedIn is truly the unsung hero of
social media for marketers. Without the noise of other platforms, LinkedIn strives to
maintain a (mostly) professional standard. Creating a profile, connecting with your
peers, and posting regular updates about professional happenings is a great start to
using LinkedIn, but the real benefit comes from participating in LinkedIn Groups. By
adding quality, relevant content to groups and participating in thoughtful conversations,
you’ll be able to establish trust, credibility, and authority within your industry.

Check out our podcast episode “The Essential Organic B2B Marketing Strategies for
LinkedIn in 2018” to learn more!
Whether you’re a seasoned LinkedIn pro, or just getting started, we know that finding
the right groups to join on LinkedIn can be time consuming. To make things easy for
you, we’ve cherry-picked a list of 10 validated groups that offer great content (and
conversation!) for marketers. From design to SEO to account-based marketing, these
groups are a great place to start for solid information on all things marketing.

Top LinkedIn Groups for Marketers:

1. Digital Marketing (https://www.linkedin.com/groups/62352/)
With nearly 1 million members, Digital Marketing is a great resource for all areas of
digital marketing. Join this group to find curated conversations, white papers, industry
reports, and trends on the following topics and more):

 Social media marketing

 Mobile marketing
 Search engine marketing
 Online PR
 Email marketing
 Online advertising
  Measurement and web analytics

2. B2B Technology Marketing Community

(https://www.linkedin.com/groups/43707/)
Also focused on digital marketing, the B2B Technology Marketing Community delivers
high level content on a variety of “how to” topics. Members of this group have recently
posted content related to “how to increase ROI with email personalization,” “how to
market your startup,” and “how to determine which social networks are best for social
influencer marketing.” While this group is packed full of marketing knowledge, it’s also
easily digestible. This group is great to join if you’re new to digital marketing, or are
leading a marketing team for small or mid-sized organizations.

3. Advertising Age (https://www.linkedin.com/groups/2754444/)

While Ad Age used to be dominantly focused on advertising, it’s actually a great place
for marketers to get ideas and inspiration about the branding aspects of marketing.
Their group profile claims to be “the most trusted news source on the topics that matter
the most, including social media, digital media, CMO strategies, and data-driven
marketing.” While we may not agree that they’re the “most trusted,” we do agree that
they’re a great resource for marketers (and agencies!) who are looking to grow their
brand recognition and expand industry reach. Ad Age often acknowledges some of the
most creative, and disruptive marketing trends. If you’re looking for a new way to reach
your target audience, this Group is a great place to share your thoughts, and find ideas
about creative marketing strategies. We’re a big fan of shaking things up!

4. B2B Content Marketing (https://www.linkedin.com/groups/1081327/

“This group is for professionals in the B2B Content Marketing and publishing industry. If
you are involved in the creation of content to educate your clients, this is the group for
you.”
The description for this group is dry, but the group is far from it. Some of the highlights
of the most recent posts include a decomposition of Don Draper-style marketing, what
the Pope can teach marketers about talking to people, and how digital detoxes shape
the type of content you consume. Maybe people in this group are just really good at
writing headlines, but it’s my opinion that there are some seriously good content
marketers in this group – and plenty of resources!

5. Content Marketing Institute

(https://www.linkedin.com/groups/4342574/)
Content Marketing Institute (CMI) is a trusted source for many content marketers, and
their LinkedIn Group should is no different. This group is a great place to have
respected content marketing pros answer all of your questions. While the group is run
by CMI, and therefore boasts some promotional content and events, it mostly acts as a
forum for marketers looking to improve the quality of their content, learn how analyze
their content marketing programs, or how to effectively activate their content. This group
is a great place for both content marketing newbies, and those who want to improve
their already established content marketing programs.

6. eMarketing Association Network

https://www.linkedin.com/groups/41352/
The eMarketing Association Network (eMA) claims to be the largest, and most active
LinkedIn Group for marketers, and we understand why. This group focuses on the
strategic activation of social media, email marketing, SEO, mobile, and web marketing
to deliver a great experience to your customers and prospects. While this group is open
to all people interested in digital marketing, it does offer special offers for members of
eMA for certifications and online courses.

7. Sales & Marketing Alignment

https://www.linkedin.com/groups/3027037/
We all know sales and marketing teams sometimes have trouble playing nice. This
group wants to help you fix that. With techniques, strategies, and tactics to help sales
and marketing work better together, this group is a place where you can find resources
on bridging that all-too-common gap. You might even invite your sales reps to join the
group too!

8. Designers Talk https://www.linkedin.com/groups/92232/

Design is a small part of marketing, but an incredibly important one. A clean, fresh, and
navigable site can help you attract people to your website and content, and keep them
there! Whether you have a designated designer (or a few) or you’re a marketer that
wears many hats (including one of a designer), joining this group is a good move.
Designers Talk discusses ideas and industry news for all kinds of design professionals
– UX, UI, IA, digital, web, web development, brand identity, photography, and
illustration.

9. SEO Expert https://www.linkedin.com/groups/117175/

The goal of this group is to help SEO experts and marketing professionals “drive
business to success through decent and affordable Search Engine Optimization (SEO)
services.” Sounds good, right? SEO is a great driver of revenue. In fact, 71% of B2B
researchers start their research with a generic search, which means that optimizing your
site and content for those searchers is more important than ever. Participating in this
group can help you navigate the continuously changing landscape of search marketing,
and lead you to success with optimization.

10. Account-based Marketing
https://www.linkedin.com/groups/41352/
One of the few marketing groups that actually encourages sales to participate, the
Account-based Marketing LinkedIn Group is focused on driving conversation around the
hot topic of ABM. The group says its goal is to “apply ABM-principles and techniques,
like 1:1 marketing, customer analytics, strategic account planning, and others to
improve marketing effectiveness from customer and prospect engagement through to
the sale.” While ABM is not a new topic, it sure is one that’s getting a lot of buzz. Join
this group to stay afloat on ABM, and learn more how you can apply it to your marketing
strategy.

LinkedIn is an excellent place for marketers to network, connect with thought leaders,
and stay in the loop with modern marketing practices. Remember that groups aren’t just
a one-way conversation, and that to get the most out of your groups you should be
actively participating.
LinkedIn Groups for Marketing: 7 Golden
Rules to Follow
LinkedIn Groups can be a surprisingly effective platform. The skill comes in
knowing how to use Groups to your advantage, without annoying your
community...

By admin

Figures from October 2016 show that LinkedIn has 467 million users. Even being
incredibly conservative, it’s reasonable to conclude that a decent handful of those users
will fit your target audience and have an interest in your products or services.

But how do you find these users? LinkedIn Groups are a good place to start – and can
act as a marketing platform that’s not only free and easy, but capable of introducing you
to highly qualified leads.

What are LinkedIn Groups?

LinkedIn Groups are private forums where LinkedIn users discuss specialised topics.
They are a great place for sharing ideas, meeting potential clients/customers and
connecting with the biggest influencers in key verticals. As an example, take a look at
the Our Social Times Monitoring Social Media Group.

Here are five reasons why you should be using LinkedIn Groups…

1. Enhance your credibility

Commenting on the latest industry developments; adding your 0.02 to user debates;
sharing relevant news stories. It all helps to establish yourself as an engaged business
with a brawny understanding of your field.

2. Expand the reach of your content

Blogging? LinkedIn Groups give you a highly targeted platform to share your content.
Even better, Group members will receive email notifications when new content is
shared. So there’s less chance of members missing your musings.

3. Generate ideas for new content

LinkedIn Groups can act as a ready-made focus group. Pay attention to the most-
talked-about topics and augment your content strategy.

4. Learn about your target audience

The right LinkedIn Groups hardwire you into your target audience. Listen carefully and
you’ll be able to gather all sorts of useful intel on your audience’s pain points,
challenges, needs, fears and desires. That can influence everything from marketing
strategy to product development.

5. Find the crowd for your next event

Hosting a seminar or networking event? LinkedIn Groups give you a great place to start
with the invites.
A selection of Groups that appear when you search LinkedIn for ‘social media’.

7 golden rules when using LinkedIn Groups for marketing

1. Find the right groups

The best marketing knows its audience, and it’s no different with LinkedIn Groups. Hit
LinkedIn’s search function or the Discover Groups page to begin finding groups built
around industries, professions, skills and topics that are relevant to your business. Visit
the profiles of your most valuable connections to see which Groups they hang out in.
They may be useful for you too.

2. Follow the rules

Once you are accepted into the Group, spend a decent chunk of time reading existing
comments and observing the type of content that gets shared. Yes there are published
Group rules that you can learn. But there are often unwritten rules of etiquette that
should be followed too. Watch and learn.
3. Get engaged

Don’t be that person who has obviously joined a Group to self-promote. Spend a few
weeks easing yourself into the Group, liking comments, offering your thoughts on
articles that others have shared and entering discussions that others have started. Go in
like a bull at a gate and you’ll probably find yourself being banned for good.

4. Post as an individual, not a company

Even in the digital age, the old adage is true: people do business with people. So post
from Group as yourself, not your company. Your headline, stating your job title and the
company you work for, will give your business the promotion it needs and the context
that frames everything you post.

5. Stay relevant

The end goal doesn’t have to be driving traffic to your website. Self-aggrandising
content is a problem in many LinkedIn Groups. The content you share, whether it’s an
article or a comment, should benefit the Group as a whole.

And when you share, share in a way that creates value for other members. Go beyond
blandishment and banal comments. Explain your opinion. Offer a fresh perspective.
Challenge the stereotypes. While it’s not necessarily measurable, don’t underestimate
the value of simply connecting with the right people and contributing to industry
conversation. People don’t have to visit your website to remember you.

6. Don’t cross-pollinate

LinkedIn allows you to be a member of up to 50 Groups at a time. By all means join as

many as you can manage. But don’t just regurgitate exactly the same comments and
articles in every Group. As above, it’s essential to stay relevant. Besides, there’s a
decent chance that you’ll be found out by Group members who belong to a handful of
the same Groups as you, which could see your credibility take a knock.

7. Go beyond the Group

Keep private conversations out of the Group. If a Group member connects with you,
thank them over InMail. Likewise if a Group conversation between you and another
member begins going off topic, select the option to reply in private by clicking the ‘…’
button to the right of your conversation. Not only will it keep white noise out of the
Group, one-to-one conversations are a great way to cement new connections and
nurture fledgling relationships.

Start your own Group…

As well as joining existing Groups, why not build your own tribe? The golden rules
discussed above still apply, of course, but there are some nifty perks to owning your
own Group. Chief among them is being able to send a weekly email to Group members
outside of LinkedIn – a direct line to the inboxes of an audience you have curated for
your business. Perfect.
The Definitive Guide To LinkedIn
Groups For Marketing
This article is more than 5 years old.

Creating a LinkedIn profile is just scratching the surface of the B2B social

networking platform’s potential; LinkedIn has become an essential
networking and marketing tool for business professionals. Whether you’re a
marketer or an entrepreneur, it’s important to establish a presence on
LinkedIn. But then what?

One extremely beneficial tactic is to participate in LinkedIn groups. This may

seem like an extra step to take for a social network, but doing so can fast-track
your reputation as an industry expert, and put you on the road to becoming an
influencer in your field. Here’s your step-by-step guide to making the most of
your presence on LinkedIn by participating in groups.

Step 1. Find Relevant Groups to Join 

Begin joining LinkedIn groups by going to the search bar at the top of your
LinkedIn page, typing in an industry name or topic, then selecting “Groups”
from the dropdown menu on the left side of the search bar. LinkedIn will show
you all the relevant groups in a search result page, generally sorted by the ones
with the most members to the ones with the least.

Next, sort through groups using the numerous filters on the left side of the
screen. For instance, you can see “Open groups” or “Closed groups,” and
search according to which groups include some of your connections. Keep in
mind that closed groups require administrative approval before you’ll be
admitted into the group. You don’t need to wait for approval if you choose to
join an open group.

Ste
p 2. Join the Group and Adjust Your Settings

In an open group, you’ll be able to join immediately by clicking the yellow

“Join” button in the upper-left corner.

However, if the group is closed (indicated by a lock icon next to the group
name), you’ll have to click the yellow “Join” button and wait for your request
to be accepted or rejected by the administrator.
Once you’ve been accepted into a group, you’ll have options to change your
notification settings. If you don’t want to receive emails about all the updates
within each of the groups you’re a member of, turn off email notifications
within the settings:

You can either click the quick link or visit your settings at any time by clicking
the “i” icon seen in the screenshot above next to the “Pending” button. You can
also use this screen to leave the group should you choose to no longer be a part
of it.

Once you’re in a group, you can begin posting your own contributions and
participating in discussions on topics of interest.

Step 3. Follow, Start, and Engage in Relevant Conversations

Discussions are the lifeblood of LinkedIn Groups, carrying resources and

information between users. Taking advantage of discussions is a perfect way to
build your authority and expertise within the group; the more discussions you
start and participate in, the more likely you’ll be seen as an authority, and the
more credibility you’ll have when you reach out for a connection or share an
article connected to your site.

However, be careful not to share links to your site or start discussions just for
the sake of starting a discussion. Many LinkedIn Groups are tightly
moderated, and any discussions or comments deemed to be irrelevant or
intended solely to sell something will be removed (and you could lose your
membership privileges).

Start by scrolling through the discussion area and see what types of topics
generate the most attention. Here, you can “like” a post to show your interest
in it, post a comment with your response, or “Follow” the discussion to receive
updates when more comments are added (an option that can be adjusted in
Settings):
Then, when you’re ready, you can start your own discussion by posing your
question or sharing your information to the group:

S
tep 4. Leverage the Power of Promotions

To limit the amount of article-based and sales posts within the “Discussions”
area, LinkedIn created a separate “Promotions” section. Don’t let the name
fool you; if you post a coupon or a direct sales message in the Promotions
section, you’ll likely be ignored and/or removed. Instead, the Promotions tab
is a place to share articles and other pieces of content that link back to your
site.

Here, you can learn new information from people in your space or add your
own articles as new posts to generate new traffic to your site:
Step 5. Build Connections and Follow Up

The true power of LinkedIn is making valuable connections and building

relationships, and that’s what you need to do to maximize the value of
LinkedIn Groups. There are several key ways to meet new people in your
industry (or in your target market) by engaging in the steps above:

 If someone engages with you in a discussion (either as a participant or

as the original poster), feel free to connect with them with your personal
profile, and explain you’d like to talk more about the subject.

 If someone responds to or “likes” your Promotion, again feel free to

reach out as a connection.

 You can also find members of the group by searching in the “Members”
tab of the Group. However, be aware that not all LinkedIn members
welcome connection requests from people they haven’t already
interacted with. It’s better if you have some tangible interaction first.
The more valuable connections you make, the better chance you’ll have at
generating new web traffic and revenue for your business. Follow up with your
connections regularly to keep yourself top-of-mind and stay up-to-date with
any changes in their employment or business needs.

General Best Practices for LinkedIn Groups

Just as there’s a certain level of social etiquette during in-person business

conversations, the same goes for the Internet. Although you may not be
experienced in participating in online discussions, there are a few best
practices you should maintain for optimal professionalism.

First, make sure you’re always being respectful of the opinions of others, even if
you disagree with people in the group. A healthy debate can be insightful, but
making a discussion personal and hurtful is unnecessary.

Next, abide by the rules of the group that you’re participating in, and adhere to
all regulations set by the administrator. For instance, some groups may
prohibit you from sharing blog links, while others might not want you to write
anything promotional.

Finally, your goal should be to provide value to the group, rather than promote
your company, goods and services. Doing so can help you grow as an
influencer on LinkedIn as a whole and make connections with other people in
your industry. Those who also happen to be in your line of work may be more
inclined to connect and do business with you if they see you contributing
genuine value in a group.

Creating Your Own Group

Making your own LinkedIn group can be a strategic move – you’ll be able to
set your own rules and manage the tone of discussion. Furthermore, you won’t
have to worry about seeking out people who share the same interests as you.
Ideally, the individuals who choose to join your group have a specific passion
for your industry.

However, maintaining a LinkedIn group can be an ample amount of work. Not

only do you need to manage who enters your group, but you have to moderate
discussions and make sure that people are playing fairly, being respectful, and
not spamming as well.

If you have the time to dedicate to a LinkedIn group, there are a few ways you
can position it for success:

 Be mindful of those who join your group, and make sure that the
individuals have a dedicated interest in your theme. Be proactive in
rejecting individuals who may not have any interest or authority in your
industry.

 Spend time monitoring discussions to ensure that they’re valuable to

your group members. Start your own discussions, make comments
frequently, and try to steer the focus of your group in the right direction.

 Finally, remember that you’re a leader. This means that you’re the one
in charge of sending out a Weekly Digest, individually messaging
members who have questions and staying connected to everyone who
joins your group.

Conclusion
LinkedIn is becoming the go-to place for professionals to exhibit their expert
industry knowledge, and it shows no signs of slowing down any time soon. To
learn more about using LinkedIn and other social media channels to enhance
your professional reputation and benefit your company, grab my eBook, The
Definitive Guide to Social Media Marketing.
Your Ultimate Marketing Guide to LinkedIn
Groups for 2018
 

Social media marketing continues to be the first choice for modern-day

marketers. This is based on the potential that the marketers find when using
social media as a marketing platform. However, the social media marketers
tend to focus on Twitter and Facebook marketing. They forget that LinkedIn
groups offer an effective publicity stunt through which to reach the target
audience.

Did you know that LinkedIn has various features that marketers can make
great use of? A good example is the LinkedIn groups, which are an attractive
Ultimate Mảapproach when you want to target a certain group of people. The
LinkedIn Groups are a virtual meeting room for people with similar interests.
The members of a LinkedIn group post and converse around topics that they
want to learn about and share knowledge about. The big question is: how
should marketers use LinkedIn groups for marketing?

We already know that if effectively targeted, the members of LinkedIn groups

will most likely become buying customers. However, there are some basics to
learn before you start marketing on LinkedIn groups. In this article, we
elaborate on the essential steps for setting up effective marketing through
LinkedIn groups.

We will categorize what needs to be done into two important sections. The
first section is finding and Joining Relevant LinkedIn Groups and the second
section will be about Participating in the LinkedIn Groups.

Each of the sections will contain various steps that you need to follow.
Through these steps, the marketers will achieve the most through LinkedIn
marketing. Keep reading to find out how to effectively make use of LinkedIn
Groups as a marketing platform.

Section A. Identifying /Joining the Right LinkedIn

Groups
We assume that you already have an eye-catching LinkedIn profile. So you
want to take advantage of existing LinkedIn Groups to market your products
or services? The first step in LinkedIn marketing and also marketing on other
social media platforms will be finding the right audience. In this case, we are
finding the right LinkedIn groups that suit your marketing campaigns.

There are up to three best alternative approaches for finding the right groups
that you can use. Under this section, we will share the steps to follow for each
of the alternative approaches.

One approach is finding the LinkedIn Groups that you already belong to on
your profile. The LinkedIn Groups that you belong to are always visible in the
interests section of your LinkedIn Profile.

Finding the Groups You Belong to in LinkedIn

To find these groups that you already belong to, follow the following guide:

Step1. Click on your LinkedIn profile Picture which is on the right side at the
top of the page.

Step2. A drop-down menu will be displayed

Step3. Click on the Link that is labeled “View Profile”

Step4. Scroll to the bottom where you will find the Interests section just after
the accomplishments.

Step5. To expand your view, click on the “See All” Link and a popup menu will
be displayed
Step6. The popup menu will show you the influencers, Companies, Groups
and various other interests as per your profile. Click on the Groups section to
see the groups that you wish to target in your marketing campaign.

Through the above steps, you will be able to see the groups that you already
belong to. In some cases, the groups you already belong to might not suit
your campaigns best. You might, therefore, want to search and join other
groups that suit your marketing campaigns. This is where you need to use the
LinkedIn Search tool.

Searching for Relevant LinkedIn Groups through the

Search Tool
The second approach that marketers can use is the search tool provided by
LinkedIn. Through the Search tool, you will be able to browse for the right
audience through the use of a search keyword.

Note that there could be various groups that share a common interest but
have a different name. Therefore, you need to search for the right terms that
you can use to perform the search. The bottom line is that the search term
should be related to the groups and their interests.

Follow the following steps when you want to search for relevant LinkedIn
groups through a search keyword.

Step1. At the top of the LinkedIn homepage, you will find a search bar. Click
on the search bar to type the keyword.
Step2. Enter the Keyword and Click on the Search icon. For instance,
assuming you want to search for groups within the Telecommunication
industry. Enter a relevant search term like “Telecommunication”.

Step3. You will see relevant results as per the search keyword you have
used. This includes people, companies, Groups schools, etc. depending on
your interests.
Step4. Click on the results under the Groups tab, and you will find the relevant
groups. For instance, using the search term Telecommunication, we found the
following results under the Groups Tab:
Step5. Select the right Group and Join so as to start targeting the members in
your LinkedIn Marketing campaigns.

Note that you might have to wait for the group admin to approve your Join
request before you can be able to start posting on these groups.

Finding Recommended LinkedIn Groups

LinkedIn also recommends some relevant groups to you depending on your
profile interests. Actually, this can be a good approach for finding most
relevant groups. To find the recommended group, follow the following guide.

1. Click on the icon labeled “Work” just next to the profile picture
2. You will see a tab labeled “Groups”

3. Click on “Groups” and you will find the relevant LinkedIn groups that are
recommended to you. Join the groups that suit your interests.

Those are some of the best approaches through which you find the suitable
LinkedIn groups for your marketing campaigns. For each of the groups, you
might want to view the members first. LinkedIn allows you to see some of your
connections who already belong to a certain group. It is advisable that you join
the groups in which your connections belong. This helps in nurturing the
already established connections (Curtiss).
In addition, be aware that LinkedIn groups can be private or public. The
Private groups require you to send a join request, and this can be accepted or
declined by the group administrators. However, for the public groups, you just
need to hit the Join tab. You are limited to joining up to 100 LinkedIn groups.
Therefore, ensure that you search thoroughly the most relevant LinkedIn
groups to achieve the most in your campaigns.

Section B: Participating in LinkedIn Groups

Now that you have found suitable LinkedIn Groups, you need to begin
participating in these groups. Through participation, you will be able to market
your products and services. In LinkedIn Groups, the discussions form the
lifeblood of the group. Therefore, as a social media marketer, you should take
advantage of the group discussions.

You can choose to post new conversations on LinkedIn groups, and you can
still post a comment on an existing conversation.

However, there are some basics that you need to follow to ensure you
effectively market your products. In this section, we lay down the ultimate
guide for participating in relevant LinkedIn Groups.

Step1. Coming up with a Content Marketing Framework That Suits

LinkedIn Groups

Being a new member of the LinkedIn Group, you want to take some time to
plan your content. This will ensure you are not spamming the group members
through sharing irrelevant content.

Ideally, in content marketing, you are always advised to ensure that you are
posting content that resonates well with your target audience. In this case, we
want to target the LinkedIn Group members. As illustrated from the beginning,
the members of the LinkedIn Group share a common interest. Therefore, the
only honorable thing that marketers ought to do is share relevant content. This
will help you in attracting the relevant stakeholders.

Before getting started, check out the LinkedIn statement in moderation of the
LinkedIn post. Therefore, focus on:

1. Providing Original Informative Content to the LinkedIn Group Members.

While developing your content, ensure originality and aim at informing the
 readers. For instance, you might focus on sharing industry updates and including
ideas on how the Linked Group members can benefit.
2. Use an Interesting Approach. Definitely, boring content will not attract the
attention of the readers. Thus add important graphical illustrations to catch the
attention of the readers.
3. Don’t use “Excessive” Selling Tone. Note that the best approach is coming up
with content that will spark a discussion in the group. Therefore, as much as the
primary focus is grabbing the attention of a potential buyer, avoid excessive
selling language.

Step2. Come up with a Plan for your Posts

Another important step is ensuring that you plan your newsfeed. How often
will you be sharing on LinkedIn Groups? Be careful not to look selfish in your
LinkedIn Group and allow other members to post too.

Therefore, you ought to come up with a suitable schedule. For instance, you
might choose to post weekly or monthly so as to ensure you retain the
attention of LinkedIn group members. Note that with LinkedIn, you might be
labeled as a spammer if you post aggressively. Therefore, to remain safe, you
might want to post once or at most twice in one day. Always make sure that
the content posted remains relevant.

Step3. Posting Content to LinkedIn Groups

Now that you have a plan that includes the type of content you will be sharing
and the dates when you will be sharing, you need to know how to post. As
mentioned at the beginning of this section, you can choose to start a new
conversation, or you can reply to existing conversations. Either of the two
offers a good road map for LinkedIn groups marketing. Now, we elaborate
how you can effectively take advantage of the two options including a step by
step guide for each of the approaches.

Posting a new Conversation on LinkedIn Groups

Step1. Open the LinkedIn Groups homepage

Step2. Click on the Group Where you need to post your new conversation

Step3. Using up to 200 characters enter the topic of your conversation in the

box labeled “Start a Conversation with your Group”.
Step4. You have up to 2000 characters to use under the section labeled “Add
some details or use @ to mention”. You can include relevant images by
clicking on the add an image icon.

Step5. Once the content is ready, click on the post tab and the content will
undergo the moderation requirement. Once the content is approved, it will be
posted and available for other LinkedIn Group members to reply.

As part of participation on LinkedIn Groups, you might choose to reply to

conversations initiated by other LinkedIn Group members. To do so, follow the
following steps.

Replying to Conversations
Step1. Open the LinkedIn Groups homepage

Step2. Click on the Group Where you need to reply to a conversation

Step3. You can scroll through conversations to find the particular one you
want to reply to, or you can search for a conversation using a search keyword.

Step4. Click on Comment in the conversation box

Step5. Enter your comments which can be up to 1000 characters

Step6. Click on Post, and the comments will be seen publicly

Through the above approaches, you can share your ideas with LinkedIn
Group members. However, note that you ought to adhere to the content
moderation rules as set by LinkedIn. Otherwise, you will be labeled as a
Spammer which affects your LinkedIn Marketing campaigns. Therefore, be
careful as you share any promotional content.

LinkedIn also allows you to share content privately with LinkedIn Group
members even without connecting. This is good in some cases where you
need to talk directly to a group member. However, you can only send up to 15
group messages to the members of your LinkedIn Groups. Therefore, you
need to do a proper search to determine the LinkedIn group members to
contact directly.

Conclusion
LinkedIn groups is indeed a good platform for marketers. However, before you
get started, you should take time to study the best approaches. As illustrated
above, you need to begin by identifying relevant groups to join. There are
different approaches, which include picking from the LinkedIn groups you
already belong to, searching for the relevant LinkedIn groups or even using
the recommended LinkedIn groups feature to identify relevant groups.

Once you have found the relevant groups, you should ensure you participate
actively. This includes through posting new conversations, or you might
choose to comment on an existing conversation. Whichever the approach,
remember that you should make sure you adhere to the guidelines for posting
on LinkedIn groups.
Is There Still a Place for LinkedIn
Groups in Your Marketing
Efforts?
Apr 1, 2019

   
By Christina Clark

LinkedIn is quickly becoming a must-have tool for B2B businesses.

Beyond simply fostering connections among its 590 million active
members, the platform is also a powerhouse when it comes to lead
generation. In fact, a recent survey found that LinkedIn generates
more than 80 percent of a business’s total social media leads.
Although the benefits of building a LinkedIn presence are clear, one
feature of this robust tool hasn’t always had the best rep—LinkedIn
groups.

But why?

Historically, LinkedIn groups weren’t closely regulated and became

flooded with spam and promotional advertisements that ultimately
weren’t helpful. This led members to distrust them and businesses to
not utilize them. Thankfully, LinkedIn made substantial changes to this
feature by making all groups private, limiting the members that could
join them, and enforcing stricter oversight to facilitate more meaningful
interactions.

This leads us to an even bigger question: Is there still room for

LinkedIn groups in your marketing efforts?

Absolutely!
 This article highlights the many benefits LinkedIn groups can offer
your organization, how they can be used to supplement your
traditional social media strategy, and best practices to get the most
out of your interactions. Let’s dive in!

Benefits of LinkedIn Groups

LinkedIn groups are essentially professional forums that focus on a

specific topic or industry where members can share, exchange, and
discuss information. The best part about them for marketers? These
people are already actively engaged with a particular topic!

Take a moment to consider these staggering stats:

 There are currently over 2 million active LinkedIn groups and

more than 8,000 others are entering the playing field each week.
 People who engage in group discussions get an average of four
times more profile views than other LinkedIn members.
 Members typically join an average of seven groups.

LinkedIn groups aren’t going anywhere! LinkedIn unveiled an entirely

revamped user experience last year that has made connecting with
members even easier. Some of the most notable updates include the
ability to post videos, receive push notifications, and stay connected
through the mobile app.

If that’s not enough, LinkedIn groups also offer a variety of benefits

that other social media channels do not by helping you:

1. Build authentic, meaningful relationships. Engaging in group

discussions puts you in front of people who are already interested in
learning more about a specific topic and allows you to showcase your
expertise around that subject. Furthermore, by providing valuable
information, you are building relationships that could potentially lead to
new leads for your organization—or better yet, a purchase!
2. Filter through all the noise to reach the right people—for
free! Let’s face it: Reaching your target audience isn’t as easy as it
 once was. Consumers are bombarded with advertisements
everywhere they go—billboards, television, the internet, and now,
social media. Capturing their attention amidst everything else is critical
to success. LinkedIn groups enable you to cut through that noise and
engage with members who have already demonstrated interest in a
particular topic or industry. And the cherry on top? You don’t have to
pay to reach them.
3. Conduct market research about your ideal customers. Any
good marketer knows that the key to creating the right content for your
target audience is to develop buyer personas. Often, these personas
are developed through customer interviews and industry research.
LinkedIn groups, however, offer an exclusive sneak peek into the
challenges, motivators, and interests of like-minded individuals who
already are interested in a particular topic. This information can be
used to deepen your understanding of your existing personas or
maybe develop a new one you hadn’t thought of yet. You can also use
these insights to guide your next piece of premium content.
4. Expand the reach of your content. As marketers, we spend a
lot of time creating content, and because of that, we want to capitalize
on its reach. By showcasing relevant content within LinkedIn groups,
marketers can use the groups as additional channels to get the right
information in front of the right people, at the right time. The
conversations and networking that spark from this content can also
lead to guest blogging opportunities that you might not have had
initially.
5. Become a thought leader in the industry. One of the best
ways to stand out from the competition is to position yourself as an
expert in your niche. By sharing relevant content, engaging with other
members regularly, and answering questions within the group, you’ll
become a valued contributor that other members respect and trust.
Are you placing the right content in front of the right people? Check
out this free guide "Mapping Content for Different Buyer Personas."   
Utilizing LinkedIn Groups

It goes without saying, but the key to finding the right group for your
organization starts with your buyer persona. You want to make sure
you are only joining groups that are relevant to your product, services,
or industry. Think about common pain points your persona faces,
where they might go to get information, and the thought process
involved in solving their challenges. This can help guide your search.

There are several different ways you can find groups. First, you can
use the group search tool in LinkedIn. Navigate to the right-hand side
of the screen, select “Work”, and then select “Groups”.

Here, you will find a list of all the groups you are currently a member
of. If you don’t have any yet, no worries! To find new groups, select
“Search other trusted communities that share and support your goals.”
LinkedIn will then populate a list of groups that you might be interested
in based on your specific profile information, job title, or other groups
you are affiliated with.

If you still are not finding what you are looking for, you can simply
enter a specific keyword into the search bar at the top and select
“Groups” to find more.
 If you’d like to get more granular, you can also take a look at groups
your competitors or customers are affiliated with. This can help you
identify additional qualities and keywords to expand your search.

After finding a group that you think will align with your persona and
industry, be sure to check the group description and rules carefully. To
make interactions more meaningful, there are now clear specifications
for what you can and can’t do within a group. The goal is to ensure
your expertise aligns with what the group will find interesting. If you
take proactive steps to ensure this, you can save yourself time and
reduce the risk of getting banned from the group.

Lastly, because all LinkedIn groups are now private, you’ll have to
request access before you can join. Many times, group admins will
take into consideration whether you have any connections in the
group, how well your profile aligns with the group’s goals, and if you
have any inherent interest in what the group has to offer. If you meet
the criteria and it aligns with your specific lead generation goals, select
“Ask to Join” and wait to hear from the admins.

Best Practice to Follow

Once you’ve selected several viable groups, it’s time to start

networking! Here are a few best practices to follow to make the most
of your interactions:

1. Use well-crafted messaging: The key to capturing your

audience’s attention is to use compelling, concise, and relevant copy
 in your posts. Remember, this is likely the first impression a member
will have of you!
2. Be educational … and don’t spam! This one is important.
There is nothing that will make you lose credibility faster than a slew of
promotional messages. As with all things inbound marketing,
information should always be helpful and relevant.
3. Always engage with members: It’s not enough to just post
content in a group and expect magic to happen. You have to be
continuously interacting with members, answering questions, and
sparking meaningful conversations.
4. Know your audience: Once you’re in the swing of things, you’ll
likely be interacting with multiple groups at once. One of the biggest
mistakes you can make is to copy and paste the same message
across all groups. Think about it—if you’re in multiple groups focused
on a similar topic of interest, chances are some of the members are as
well. This can quickly eliminate any trust you’ve built.
5. Analyze and pivot: Always analyze what’s working and what’s
not, and then modify to get the best results. For example, if you are
getting a lot of engagement from one group, allocate more time toward
that group and less toward another that might not be as responsive.
Remember—LinkedIn groups haven’t always had the best reputation
in the industry. But with new oversight and regulation, they are now a
powerful tool that can generate engaged leads for your organization.
The key to getting the most out of the tool is to stay personal, share
relevant information, and engage whenever possible. So, get out there
and start connecting!