4 Reasons the Travel and MICE industry needs to be using LinkedIn to Sell

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by: Chris J ReedCEO, Founder, Entrepreneur, 2x Bestselling Author, Black Marketing, The Dark Art of Marketing, Mohawk Marketing, Chris J Reed Mastery, Spark 

Travel and MICE Executives often overlook LinkedIn as a communications platform. Partly because they themselves are not using it they misguidedly think that no one else is. Here are 5 outstanding reasons why you should consider LinkedIn for your travel and MICE marketing campaign:

1. If I Google you the first that comes up is your Linkedin profile

People are often shocked when I reveal this to them. I’ve no idea why, it’s blindingly obvious that this is where people get their first impressions of you from. The first link that comes up organically is not your website, your facebook or anything else it’s your LinkedIn personal profile, I click on it and it’s the first impression that I get of you. Is that impression of your personal brand the one you that you wish to communicate? Is that a brand that you want clients, shareholders, employees and future ones of all three to have of you?

Half our clients are exceptional marketers who are amazing at creating strategic and well thought out marketing campaigns for their clients but don’t do it for themselves and don’t do it for their clients on LinkedIn. The cobbler’s sons do indeed have the worst shoes, the cooks kids go hungry, the mechanic’s car always need repairing, the decorators house always needs painting…you get my drift!

2.  LinkedIn dominates the professional space

When I first came to Singapore 8 years ago there was only 5 million professionals on LinkedIn in the whole of Asia Pacific. Now there are 150 million professionals on LinkedIn. What other platform of any kind from the FT to Bloomberg gives you these kind of affluent business people? None, not by a long shot.

With the rise of the middle classes in places like India, China (2nd and 3rd largest LinkedIn countries in the world), Indonesia, Vietnam, Thailand, Philippines and many more this number is going to continue to dramatically increase. Growth has stagnated in the West but in the East there is a never ending supply of CEO’s, Directors and Managers being created and joining LinkedIn. What better place for a B2B or even B2C campaign targeting affluent professionals across the Asia Pacific region?

3. Sales Navigator beats any other social media platform for Social Selling

It always amazes me how many sales and MICE and travel sales and marketing people don’t know about LinkedIn’s lead generation platform, Sales Navigator. It’s a separate platform that is part of the LinkedIn premium suite and allows you to find anyone, anywhere in the world at any brand or organisation. All the data that you and I input into LinkedIn it can search on every single person who signs up.

I regularly generate dozens of client meetings and signups for my LinkedIn workshops by using the data on Sales Navigator to find entrepreneurs and CEO’s in places ranging from Melbourne to New York, Hong Kong to KL, Singapore to Shanghai, London to Sydney, Jakarta to Ho Chi Min.

It’s the best kind of direct marketing mixed with social selling that you can get. Not only can I see who is a CEO/CMO of a certain sized company, how many employees they have, where they went to school, where they used to work, how experienced they are etc but I can also find out if they have changed jobs recently, whether they have appeared in the news and tailor a message to them. I can also see if they have even actively been posting on LinkedIn and are therefore more engaged with the platform and more likely to reply to a message.

This is perfect for targeting MICE decision makers all over the world. You can socially sell to them through LinkedIn

There is also no spam box on LinkedIn and your LinkedIn message reaches someone on both LinkedIn, (so they can see exactly who has sent them the message, who their company is, what their content marketing is like and who you both know in common), and it also reaches their email box too. Best of both worlds.   

4. Thought leadership and content marketing are taken more seriously on LinkedIn

Just like being seen in the FT, WSJ or Bloomberg is better than than being seen in Snapchat, a tabloid or MTV so having your content and thought leadership seen and read on LinkedIn compared to facebook. You read it because it’s in a business context written or shared or commented on by a business leader. It comes across as more professional and business focused. LinkedIn is the social media brand that WSJ wish they had created or bought!

It’s also important to look at how thought leaders and giants or business from Richard Branson to Marriott Starwood’s Arne Sorenson use LinkedIn as their primary content marketing platform to market to all stakeholders from employees to B2B and B2C customers of all kinds (a hotel may have MICE events to market and wish to host, business people travelling need somewhere to stay, professionals may wish to use a hotel bar or restaurant to entertain guests or put on a private dinner etc), partners to PR/media, shareholders to future stakeholders of all kinds.

Don’t underestimate the power of LinkedIn when it comes to your content marketing strategy.

These are just 4 reasons why marketers should be using LinkedIn

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