How to Build Email Marketing Lists using LinkedIn Groups
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LinkedIn is the power house for B2B lead generation. Around 79% of the B2B marketers consider LinkedIn as a good source to generate B2B leads and build email marketing lists says, a recent LinkedIn statistics (2020)
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Also, LinkedIn states that there are more than 2 million groups and nearly 8,000 groups are created every week. On an average, members join 7 groups; whether it is for professional growth or to learn more about topics they are passionate about.
5 Steps to Build Email Marketing Lists using LinkedIn Groups
- Why Join LinkedIn Groups
- LinkedIn best practices to find the right groups
- Keyword ideas to find the best LinkedIn groups
- How to scan LinkedIn groups that your prospects join?
- How to build email marketing lists using LinkedIn groups?
Why Join LinkedIn Groups?
The primary reason why LinkedIn Groups are used for marketing is
It is a gold mine for B2B lead generation as it provides instant access to thousands of highly-targeted sales leads. The key advantage of using LinkedIn groups are: (a) The group members are looking for interaction & networking. (b) All the group members are already interested in a particular topic. (c) The group members are present in the group to find new prospects for their business.
People also join LinkedIn Groups for:
- Finding their next job or finding their next hires
- Finding mentors & coaches
- Learning from peers and experts in their industry
- Marketing themselves or their company
- Getting industry-related news and articles from groups in news feed
We look for LinkedIn groups that have our target prospects or target customers. It will take some research to find the correct group, but once you find them, the right group will yield a continuous stream of new sales leads.
LinkedIn Best Practices to Find the Right Groups
How do you find the biggest & the most relevant LinkedIn groups? In this section, we will learn how to research and find the LinkedIn groups you should be targeting for your email campaigns.
To discover Linkedin groups, click this link, or click this section on LinkedIn:
You will get a list of groups that LinkedIn recommends you. They suggest LinkedIn groups based on your Job Title, Industry, Geography and other elements. Here are the groups that LinkedIn recommended me:
Now, as marketers, we all know that bigger is not always better… unless it’s a super-targeted group 🙂
Keyword Ideas to Find the Best LinkedIn Groups
When you use “Jobs” as the search keyword, it displays LinkedIn groups that have large number of members. Add your industry along with the keyword, such as “Aviation Jobs” to narrow down to the ones that are relevant to you. These LinkedIn groups are useful in finding the prospects who are mid-level managers and executives. But it might not be great for C-level executives such as owners and CXOs.
When you use “networking” as the keyword, it displays targeted LinkedIn groups. I would suggest you to add {your location} along with the keyword to get more targeted results. What I love about these LinkedIn groups are, almost all of the members are open to a new conversation. This keyword is great for geography-based prospecting.
“Alumni” groups are great too if you have a common ground with them.
Another set of groups we love to prospect into are those who share the same interests and passions. This example shows a group of BMW enthusiasts. This is one list you’ll never get anywhere! No list vendor can give you such list. And what’s more, the LinkedIn profiles linked to these groups are all updated with their latest work and contact information.
How to scan LinkedIn Groups that your prospects join?
Before you scan to see what LinkedIn groups your ideal prospects are a part of..
Find out the average number of LinkedIn groups your prospects have joined. That tells you how much your prospects leverage LinkedIn groups for business.
If their average number of groups is 5 or < 5, then they belong to the generic category
If the average number is > 5, the prospect seems to leverage LinkedIn groups effectively and is into expert lead groups category.
Prefer to select some of your prospects from the expert-lead groups category. Manually research their groups to find out what kind of LinkedIn groups they have joined.
Visit as many profiles as you can to figure out the relevant LinkedIn groups
After you carry out this research, you will be able to find a lot of relevant LinkedIn groups. Shortlist the ones that contains the right prospects for your business.
How to Build Email Marketing Lists using LinkedIn Groups?
There are two ways to build your email marketing lists using LinkedIn groups.
- Target that particular LinkedIn group where you found the right prospects for your business
- Find “Aliens” in the group and target them.
1. How to find prospects on Targeted LinkedIn Groups?
Are you already a part of the LinkedIn group that you want to target? If Yes, you’ve already got all the power to see the whole list of your co-group members! Click see all to view your co-group members.
What if you are not a part of any LinkedIn group that you want to target? Don’t worry, you still have access to the LinkedIn group members!
LinkedIn Sales Navigator has the advanced lead search option that lets you to make a search using the groups search filter. This helps you to see all the LinkedIn group members even if you are not a part it.
Now that you have access to the group members, the next step would be to reach out to them right?
It is a known fact that a lot of prospects use LinkedIn groups for the messaging feature, which is a key advantage of LinkedIn groups. You can manually send out a message to each of the fellow members in the group. Build a relationship initially and take up your conversation from there.
But that is going to take a lot of manual human effort which is a really slow and tedious process that might take days or even months together to reach out to all of the LinkedIn group members. A manual process lets you reach out only to a few customers a day, meaning less business.
If there is an automated list building software that lets you start prospecting immediately, you will be able to quickly build an email list of your potential prospects resulting in more business. The list building software not only copy-pastes the information of your prospects to a spreadsheet but also finds the missing work email addresses and phone# of your ideal prospects and verifies the same.
Here’s how you can finely Target the list
If you want to fine tune your prospect search, you can use the other search filters such as,
- Geography
- Title
- Seniority level
- Function &
- Company head count
Targeting LinkedIn groups finely can get you super-targeted leads that double your cold email responses.
2. How to find “aliens” in a group and target them?
Who are the aliens in a group?
Aliens are prospects who join a LinkedIn group not only to learn or share insights but to target their audience to find new clients for their business. These aliens primarily join a group to reach out to their co-group members and pitch about their products or services
Now, do a deeper research by scanning those LinkedIn groups that your prospects are present as aliens. Target these LinkedIn groups and segment them into the following 4 types of groups:
- Local Business groups
- Academic groups
- Industry related groups
- Peer groups
Pick only those LinkedIn groups where your clients have joined just to prospect.
Example: If sales/business development and recruiters are present in a Logistics and supply chain networking group, then let’s assume that they are there in the LinkedIn group to prospect or reach out to the other members in the group.
Another example: If you can find recruiters in a job search LinkedIn group, then I’m sure they are present in the group to pitch about a new role to the candidates who are present in the group.
So, target these aliens who are in such groups, to reach out to their target audience.
In each LinkedIn group, the Aliens present probably represent their companies. Once you identify companies, target the entire or all of the departments from the company (not just the person). So, we can get 5-10 top executives from each company using (LeadGrabber Management-Finder Pro), an account-based lead generation software. The tool finds and appends executives’ name, email, phone, job title and LinkedIn ID, etc.
For each LinkedIn group..by using keywords from the group, we can send targeted personalized messages and drive up interest and generate leads.
Therefore, you can build email marketing lists using LinkedIn groups by targeted prospect search and by finding aliens in your targeted LinkedIn groups.
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