Laura Erdem is a Senior Account Executive at Dreamdata with a focus on closing large enterprise deals. She is also a social selling expert who has grown her LinkedIn audience significantly by building genuine connections that lead to sales. She is a high performer, being the first salesperson to close non-founder deals at Dreamdata. Dreamdata is a B2B SaaS that helps link business activities to revenue attribution throughout the marketing pipeline and customer journey.
“If you're really passionate about what you're doing, if you really enjoy it, I mean, it shows whether through video and even a post and a post can be very creative”. -Laura
In the podcast, Laura explained that the key to success on LinkedIn for B2B companies is to find a balance between being relatable and professional. To increase engagement, it's important to share content that is relatable to your target audience and addresses the challenges they are facing, rather than just talking about your company or products.
You need to understand that people on LinkedIn really don't care about you or your company, they care about how you can provide value to them. Laura recommended focusing on the value you can provide. It will become easier to experiment with different types of content and it's necessary to find what resonates with your audience.
Allowing employees to use their own unique voices on LinkedIn can help humanize your company and make it more relatable to potential buyers. It allows them to see the real people behind the brand and connect with them on a personal level.
This can also help in building trust and credibility with potential buyers, additionally, Laura says having a diverse range of voices and perspectives can also help showcase the diversity and inclusivity within your company. For startups, this can be particularly valuable as it can help them stand out and differentiate themselves from larger, more established companies.
Laura really made a point to say that It is important for founders and executives to set an example for their employees when it comes to building personal brands on LinkedIn. Providing both clear guidelines and support can help to increase the visibility and reputation of the company, while also helping employees to build their careers and network with others.
Empowering employees to use their voices can also create a sense of community within the company and help to foster a culture of open communication and collaboration.
Laura emphasized that having a flexible approach to posting on LinkedIn can help your business attract the right followers. It's important to not feel pressured to post and to have open conversations with employees about their level of participation and comfort with social media. Laura also mentioned how companies should be open to inclusivity and not follow a cookie-cutter mold for every post.
“Making sure to hire more diverse personnel that does not look like yourself, does not sound like yourself, should not be something companies should be afraid of”. -Laura
A variety of techniques can be used to generate content, such as taking inspiration from colleagues, repurposing old posts, and keeping a notebook for ideas. Laura believes successful LinkedIn posts require a mix of planning and spontaneity, and the ability to generate content from various sources.
Laura finished off with a great message we can apply in any business. Diversity and inclusion are important, a diverse workforce can bring new perspectives and ideas, which can lead to increased innovation and problem-solving. Additionally, it can help a company better understand and serve its customer base.
To promote diversity and inclusion, companies should take steps such as actively recruiting from underrepresented groups, creating an inclusive culture, and providing training on unconscious bias and cultural competency. It is also important for companies to have policies that promote equity and inclusion and hold everyone accountable for following them.
This can be achieved by actively recruiting from underrepresented groups, creating an inclusive culture, and providing training on unconscious bias and cultural competency.
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