How to Infiltrate LinkedIn Groups for Maximum Marketing ROI

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:

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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.

Download this cheat sheet to learn how to infiltrate LinkedIn groups for maximum marketing ROI.

This starts by first visiting the Groups Directory.

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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:

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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:

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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.

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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:

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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.

Do you have any specific techniques that have helped you generate leads on LinkedIn Groups?

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Comments

  1. Neil,

    Great article! I’ve used LI to pick up business for years. One tip I’d add is to make sure you’ve joined a group that already has discussions going on and not just a bunch of posters. Look to see how many of the recent posts have comments. If most don’t, then I try to avoid those groups because they tend to be the self-promotion groups.

    Just my 2 cents! Thanks for all the great content and lessons. You’ve helped shaped my career.

    • Thanks Hunter, I appreciate you joining the conversation. That is a good tip 🙂

    • Excellent advice.

        • One of the simplest ways is to use a branding aura.

          Use the same gravatars every online (FB, twitter, LinkedIn, Quora etc). People should recognise you easily by just looking at your gravatar.

          That’s why it’s so important to keep the same thing at every place. You are a good example of this, Neil. You use the same aura everywhere online.

          Thanks for the insights!

    • The only unfortunate part about joining a LinkedIn group is not having the option to autopost new content from your blog or website to the group after it’s posted to your site. That would be great for people in the group to see new stuff on your site if that was possible using a 3rd party content sharing application.

      • I’m starting to rely less on any type of auto posting as I feel it needs more of a personal touch on each platform.

        • Personal touches are good for business because it shows people you’re a real person and not just a content posting bot looking to leverage social networking and search engine traffic for general & vague purposes.

  2. Spamming doesn’t work on LinkedIN groups. The members are a notch higher on the intellectual scale.

  3. Neil How do you do it Your advise is spot on thx brian

  4. Danielle Devereux :

    Neil, What do you recommend for joining groups for clients since it doesn’t make sense to join as yourself and you can’t join as a company page?

    • I use the social media tools in HubSpot, which allows me to post for and respond from any persons LinkedIn account that has been synced with HubSpot. Working great in the B2B space.

      I’m not certain what other tools allow you to do that, but I’m sure they are out there.

    • I would make the client join the group if that is the plan. And then as you would normally do take control.

  5. Thomas Wooldridge :

    I’m going to have implement this tonight for sure. Is there a way to make sure i get notifications like you can in Facebook groups

  6. I produce software for field sales agents, what would be my approach on LinkedIn?

    Thanks

  7. Kasindra Maharaj :

    Neil, Thank you for the information shared on this article. If you haven’t already, please also post on LinkedIn. Wishing you more success, Kasindra.

  8. Great article. I’ve been a member of a number of LinkedIn groups and I find it a most effective means of spreading awareness of your brand.

  9. Thanks again for another great article Neil.

    I just happened to be scoping out this exact process and along comes your e-mail. Perfect timing. Your recommendation to stray away from being salesy and make sure you’re not being overly promotional with your content is exactly what I needed to hear. Really gives me some great guidelines to follow.

    Thanks for all you do!

  10. This post is hillarious. Has anybody seen Neil’s LinkedIN group? I’m not sure if he still does this, but he would login to approve stuff like once every few months. So, the group would be 100% dead because it was all moderated, and he never reviewed it. Seems he isn’t exactly practicing what he preaches.

    • That doesn’t invalidate the information. I know how to eat 100% healthy, but I don’t do it all the time.

      • Are you gonna listen to a fat, out of shape trainer at the gym? Or are you gonna listen to somebody who practices what they preach? Pretty simple.

        • Thanks Teddy.

          • Neil, you missed my point.

            You aren’t practicing what you preach because I’ve seen your LinkedIn group, and it isn’t maintained well at all, and you obviously aren’t following the most basic steps that you’ve outlined here.

            So, you may have all the knowledge in the world, but you aren’t practicing what you are preaching.

            That’s fine if you don’t want to do that!

            Just put a disclaimer at the beginning or else it makes you look like a hypocrite.

            • Can you share the group your mentioning Teddy as it’s possible it is not my official group?

              I appreciate where you are coming from, but that’s not what we have here 🙂

              • I don’t recall the exact name, but it is something along the lines of Small Business Owners in America, something like that.

                If that wasn’t you, I apologize, but I’m 99% sure it was.

                What LinkedIn groups have you created or moderated?

    • Just to confirm Neal, can you let me know a link to LinkedIn you are saying is mine?

      • Quoted from earlier, which you may not have seen:

        I don’t recall the exact name, but it is something along the lines of Small Business Owners in America, something like that.

        If that wasn’t you, I apologize, but I’m 99% sure it was.

        What LinkedIn groups have you created or moderated?

        • That was me, but that group got shut down a long time ago. It was an experiment of mine and then I shut it down as I moved onto other LinkedIn tactics.

  11. Hi Neil, great post! I’m a financial adviser (B2C) and was wondering what groups I should be aiming for? If my example target audience was teachers, would I aim for teaching groups but I’m not sure what value I would add that wouldn’t be viewed as a pitch because my expertise / value would be in personal finance which isn’t really aligned with Teaching. .

    • The best way is to test them out and see what you get back. But I would do a lot of research on the audience I want and can get as well 😉

  12. Great post!
    I will apply all this techniques at the earliest!

  13. Clean and indepth analysis.
    Ofcourse as said LinkedIn is not effectively used in B2B and B2C as well. Nice work Neil.

  14. Thanks Neil for publishing this piece of content at right time. I’ve joined few Groups related to SEO & Digital marketing, the first thing i did was sharing my Answer or suggestions to a question .

    I’ve got Two connections from that the next day & also i’ve got appreciation from senior SEO 🙂

  15. The article is great.

    But unfortunately, in past 6 months or so I have observed that majority of members in LinkedIn groups are posting their content which is directly or indirectly for content marketing purpose only. All those how-to, When-to, 7 interesting facts bla bla guides are almost shit for me keeping in mind that I can easily list down top 5 blogs to any relevant industry and can explore the treasures.

    The worst part is there are hardly readers commenting back on these posts/topics shared on groups.

    People like me who actually love learning from discussion/practical experiences have got all CRAP at the moment on LinkedIn groups. 🙁

    • I still feel there are plenty of good groups out there. But yes you are right some do lose the point of having a conversation.

  16. Thank you for sharing such an informative article Neil. You always come with the new ideas and interesing content.

  17. Marvellous Aham-adi :

    Thanks Neil for this insightful post. I have been on LinkedIn for over a year now, and it always seemed useless to bother logging in cos it gave me no publicity. Now I understand I have been doing it all wrong.
    Very informative and insightful content.

  18. menaka bharathi :

    Hi Neil,
    I have been blogging from a long time, yet not aware of many intricacies that go into its promotion. I loved the way you have made things so simple and clear. I am going to implement these tips immediately

  19. Absolutely these Tips are Awesome. I use to Blogging in my Blog regarding technical issues, Definitely implement these tips in my blogging way thank you for your valuable article

  20. Great article an technique to apply.Seriously informative

  21. Ankit Dhaundiyal :

    What a great resource.
    That’s a great way of explanation.i really enjoyed by reading your blog post.thank you for sharing this.

  22. Growth Yorkshire :

    Even better – create your own Linked-In group! That’s what we did here at Growth Yorkshire (Yorkshire business news website). Attract followers by asking anyone who signs up to your email list and this way you have another channel to directly share your insights, news and to promote your business. By having control of your own group it offers increased possibilities for promoting yourself as an authority.

  23. The challenge in using LinkedIn groups is finding the best ones. LinkedIn group search does not easily surface the most active or relevant groups. In some verticals there are dozens or even hundreds of groups and most of them are inactive.

    One shortcut is to go to a LinkedIn profile of a leader in your industry and see what groups they are in. Look at which groups Neil participates in if you’re in marketing.

    LinkedIn could greatly increase their usage if they would improve their search functions on both LinkedIn and SlideShare.

  24. Thanks Neil, great post, LinkedIn groups are one of the best source of traffic and discussion, even audience are well educated and improves your website branding as well.

  25. Great article! Thanks Neil for publishing this piece of content at right time. I’ve joined few Groups related to SEO & Digital marketing.

  26. Thanks Neil! Great information!

  27. This strategy would be right on spot as here we would be talking to the targeted audience with right product. Thanks for sharing. Gonna work on it.

  28. I must be missing something great then. I never for once thought of participating in any Linkedin group. I don’t even belong to any. Reading this post will make me increase my engagement on linkedin. Thanks

  29. Nice article Mr. Patel. I was actually looking the same type of stratery. Your thoughts will be helpful to me in my projects. Thanks

  30. Hi Neil,

    I found your post on Twitter and glad that I have landed here to read an awesome post. I have been blogging since 2014 and didn’t consider the Linkedin as the major maketing medium. I use other social networks.

    But after reading your post, I understood that I can find out the target audience through LinkedIn as well. Thanks for linking your personal blog’s link about this social media, I’ll read that in-depth post.

    As you said, I’ll join in relevant groups and take part by answering and posting questions to build my authority. Thanks for contributing your awesome piece of content for us.

  31. Very insightful, as usual.

  32. Hi,
    I would say Wow!!! The way you explained about the topic was pretty much impressive. I always like to read your articles and helped out a lot. Please keep writing.
    Thanks for sharing this motivative and informative post.

  33. LinkedIn is the focal point of steady business. Use it wisely and it saves tons of $ on purchasing leads from companies that sold the same name allegedly to thousands of other companies and sole proprietor marketers fishing for new business.

  34. Teddy Tech - SEO & Web designing in Kerala India :

    Hii Niel

    Thanks for the good information. I love reading your blogs daily. I am getting more information. If you can tell more about advanced SEO it will be great.

  35. Hmm.. it helps a lot to increase awareness of the brand. Thanks for sharing this informative post

  36. It is really a awesome post… very good…!!!

  37. Community Manager España :

    Great post!

    LinkedIn is quite different to the rest of social media. It is very usuful to make conections. But it is hard to get marketing results.

  38. Hey Niel,

    Loved the post! LI is so underestimated, it’s great to see you do an article about the platform considering how often if flies under the radar.

    One of the ways I use LI (to great success) has been connecting with new prospects and customers as soon as we begin doing business together. For example, when an agency rep asks us for a quote, I’ll add that individual to my LinkedIn connections. Not only does this keep our company on their radar, it also helps to build more open, trusting relationships with our clients.

    Anyway, keep up the killer work!

    Angela

  39. Debbie Rodrigues :

    I just started investing in LinkedIn as a platform to make connections.
    Unfortunately, the groups I have joined so far are for self-promotion only (or at least, it’s the only recent activity I saw in them).
    Thank you for the great info, Neil.

  40. Hi Neil,

    I have sent request to many groups in Linkedin to make connections and grow my business. Unfortunately, only a few groups accepted my joining request. However, when compared to other social channels, Linkedin provides easier platform to make connections, maintain relationships with our clients, discuss about working together.

    Thank you for great post, Neil.

  41. where buy kratom :

    Thank you for this, there is one stat that I am trying to find that you may be able to help me with; do you know how many connections the average linkedin user has?

  42. Anthony Tornambe :

    To share your site in LinkedIn Groups & Pulse can help in your site traffic.

  43. I learned a lot of things about B2B blogging.

  44. A debt of gratitude is in order for the great data. I cherish perusing your online journals day by day. I am getting more data. On the off chance that you can enlighten all the more regarding progressed SEO it will be incredible.

  45. Abhinav Aditya :

    Nice Post Neil… LinkedIn is the best social media platform for Business people and job Seekers. Hope this will help to improve followers.

  46. Dudddeeeja ManthAAAN :

    Linkedin Is Awesome and Lub!

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  49. Are you gonna listen to a fat, out of shape trainer at the gym? Or are you gonna listen to somebody who practices what they preach? Pretty simple.

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