In Part 4 of the series, "How to Build a Winning B2C Strategy for Outdoor Brands Using LinkedIn," with one of Forbes Magazine's recognized leaders on LinkedIn, Viveka von Rosen talks about how outdoor brands with products designed specifically for women can connect with them using LinkedIn. Some tips she discusses are:
- Women on LinkedIn primarily consist of those in professional positions with higher disposable incomes and interests in active lifestyles.
- Women who consume content on LinkedIn are 2X more likely to trust the information than from other sources
- Women are more likely to share information they find provides specific solutions and products designed for women with other women
- Share your content on LI with this audience in mind. Give them tools to help them in seeing that your product will solve, empower, and fulfill. Provide checklists, guides, and reference to reviews/testimonials.
Recently, a study by Hubspot found that LinkedIn visitor to lead conversion rate is 3 times more than Twitter and Facebook.
Selling your outdoor products and building your outdoor brand isn’t going to be multi-channel, it is omnichannel now. In a recent report from Criteo, they found that "more than a third of online purchases spanned multiple devices". Deloitte's Digital Influence Study reported that digital devices now influence a majority (56%) of US in-store sales. The change in consumer behavior and the channels that can be used to conduct sales is evolving as you read this article. While you navigate the changing relationship with your traditional dealer network, you have embraced the need to execute a B2C social selling strategy. However, the social platforms available have very different demographics and focus on the individuals engaged with them. If you are after a higher end, brand loyal demographic that will pay for quality, brand purpose and in the B2C space, then maybe it’s time to fully take advantage of the opportunities LinkedIn (LI) is providing outdoor industry brands e-Commerce.
New data is emerging that demonstrates the importance of an outdoor industry brand marketing its products across multiple channels. A omnichannel strategy is delivering sales. A Fluent survey found that 47% of shoppers who engage with retailers across 10 or more channels make purchases from their favorite retailer's website at least once a week, compared to just 21% for those who engage across one to four channels.
Yes LI has millennials, about 38% of their entire user base is in this category. But rather than obsess over just the millennial segment, it's time to take a much closer look at the overall demographics of LI subscribers. ComScore has published some insightful research that demonstrates the power this population holds for outdoor industry brands for developing a B2C strategy.
- LinkedIn members are loyal brand advocates, willing to pay more for a brand they relate to. Eighty-six percent said, “When I find a brand I like, I stick to it.”
- According to comScore’s 2013 Buying Power Index, LinkedIn members have nearly 2x more buying power than Facebook.
- Members are more than 2x more likely to trust information provided on LinkedIn than other social networks, which drives purchases.
- Behind every business is a collection of consumers that have a favorite outdoor interest and brands
- LinkedIn members are 93% more likely to have a college degree than the average online adult, fitting part of the 20% high spend consumers in outdoor gear
People generally think highly of those who keep good company, so building your LinkedIn network simultaneously builds your personal brand. To do this, connect on LinkedIn with trusted friends, former colleagues, classmates, industry leaders, vendors, and other professionals. And don’t be shy about asking your contacts for introductions to people in their networks.You can check out the original article "Why Your Outdoor Brand Should Be Using LinkedIn for B2C Now."
Here's the link to Part 1 of the series.
Here's the link to Part 2 of the series.
Here's the link to Part 3 of the series.