With million-dollar budgets on the line and world-changing projects in the works, most aerospace companies aren’t letting their bottom-tier employees make the decisions.
Nope.
In aerospace marketing, it’s all about reaching the higher-ups—the executives, directors, managers and even CEOs in charge of overall strategy.
And with more than 61 million senior-level influencers and more than 40 million decision-makers registered to the site, LinkedIn offers a pretty effective way to do just that.
The Power of LinkedIn in Big-Budget Industries
According to LinkedIn itself, four out of five members drives decisions at their organization, and the site’s audience has twice the buying power the average website does.
Twice.
So forget marketing via lower-totem tools like Facebook or Instagram. As they say, “you get what you pay for.” Invest resources into high-dollar forums like LinkedIn, and reach potential consumers with equally deep pockets.
It’s plain and simple.
Not on the LinkedIn train just yet? Here are a few ways you can use the platform in your aerospace marketing efforts:
For background research.
LinkedIn is a great tool for getting to know your customers. You can find out about their backgrounds, their careers, their interests and values, and you can even view their activity and see what articles and content they find valuable. Tailor your messaging to fall in line with these preferences, and you’ll find your conversions (and ROI) much higher as a result.
This method is especially effective in account-based marketing—a great way to make potential big-budget customers feel valued and empowered.
To show your expertise.
Though you might already have a blog, you can also publish articles on LinkedIn—a great way to show off your knowledge and expertise. Articles published on LinkedIn give you yet another way to generate new leads and up your exposure, especially if your content is liked, shared and commented on. LinkedIn also promotes various articles through its “Pulse Discover” feature, which can put your brand in front of even more eyes—even ones not connected to your brand or employees on the network.
To up your search rankings.
Like other social media platforms, simply posting content on the network helps with SEO—particularly if that content contains targeted keywords. Publishing articles, optimizing your profile and pages, and posting SlideShare content can also help boost your search rankings—both within LinkedIn and on Google, Bing and other off-site search engines.
As a direct line to decision-makers.
Perhaps the biggest benefit of LinkedIn is that it offers you a direct line to the exact people you’re targeting. There’s no cold-calling and hoping you reach the right person, and there’s no waiting for your pitch to climb the totem pole for weeks and months on end. You can message decision-makers quickly and directly, answering their questions, addressing their concerns and getting feedback in real-time.
Hone in on LinkedIn
Have you invested resources into LinkedIn yet? If not, now’s the perfect time to put it on your radar. Get in touch today, and we’ll help you create a 2018 aerospace marketing plan that uses LinkedIn—and other vital tools—to their fullest.
