LinkedIn Groups Marketing: Effectively Market Through Groups

Of the many features of LinkedIn, Groups are often one of the most recommended for your marketing effort. LinkedIn groups marketing lets you better connect with other members for promotional purposes.

Trying to get the most out of it can sometimes be a challenge. Read on to learn how to make your LinkedIn Groups marketing plan a more successful effort.

LinkedIn groups marketing: Why do it?

Groups let you connect to a thriving community

One of the goals for joining LinkedIn is to become part of a community where you can attract potential clients. Groups let you do exactly that, bringing you to an already thriving community that shares your interest. This beats the hard task of trying to find, and draw, those people on your own.

Groups help in establishing your network

Another important factor in your success on LinkedIn is being able to build a personal network that you can use for marketing. Again, groups facilitate that by bringing you together with the people who are most likely to connect with you.

They can be used for lead generation

Getting leads is especially important for any marketing effort. Becoming part of a group lets you get those leads easily, as you are already interacting with people who are most likely to follow you. What’s more, members can direct you to more leads outside of the group through their connections.

Groups can drive traffic to your site

Getting people to visit your site is another challenge when marketing in LinkedIn. Groups let you overcome that by providing a natural venue for you to share links to your site. By establishing yourself as a reliable resource within the group, you can further encourage them to visit your site.

That’s exactly what you can see the Devumi Gorilla doing here:

Groups can be used to establish yourself as a thought leader

Having the power to influence the mindset of people around you can be very beneficial for your marketing efforts. A group can help you establish yourself as such. By catering to the needs of your fellow members, you can persuade them to throw in their support for your brand.

Joining the right LinkedIn groups

Finding the right groups to be part of

With thousands of groups on LinkedIn, and hundreds more being created daily, it can be hard to decide which ones to join. Here are some of our tips:

  • Know your goal: Decide on whether you want to connect with potential clients, or simply want to better understand your industry. Putting a specific goal forward will help you narrow your search to only those groups that would fit the bill.
  • Use specific search terms: With your goals set, you can define the terms to use when conducting your search. The more specific the term used, the shorter the list of potential groups you get.
  • See where the people you follow are: Check out the groups that they are a part of and decide whether you should be there too. By joining the same groups, you can better connect with other people who have similar profiles to the ones you are already following.
  • Read the descriptions: The brief description can often be helpful in understanding what the group is all about. Some even specify what kind of people they expect to join.
  • Evaluate the quality of discussions: Read a few of the threads and assess how well the discussions go. Do they stay mostly on topic, or do they frequently veer off to less relevant discussions? Take note of any spamming.
  • Join a few groups: The idea here is to lurk around and see how the group actually functions. If you do find that the group is not what you initially expected, it is easy to leave and move on.
  • Have many connections: Being able to get the attention of people using LinkedIn Groups marketing is possible. Getting people to actually follow you is a more difficult task. Make this task easier by using our LinkedIn Connections Service to quickly grow your follower numbers, and make yourself appear to be an influencer right away.

By following these steps, you can narrow down the list of groups to join to just a few dozen. This will make it easier for you to build, and manage, your presence in the groups off your choice.

Building your initial presence in a group

Your first task is to make your profile more attractive. Members would likely be checking the new kid on the block even before you get to introduce yourself. In particular, they will be looking at your summary to get a good idea of what you are all about. If group members find you interesting and a fit to the group, they will be more welcoming of you by the time you make your presence known.

Popular search marketing expert Neil Patel’s profile, for instance, is very detailed and contains a good summary. This makes him an attractive prospect member for any group.

neil patel linkedin marketing

When introducing yourself, it would be a good idea to do it in a designated new member’s board. Not only is this a good gesture to the admins, but it also lets you interact with other new members. This can be especially useful when establishing your initial support base in the group.

Once you have introduced yourself, it’s time to interact with the community:

  1. Don’t immediately jump into creating your own threads. Get a feel for how the actual discussions go by first participating in threads that interest you.
  2. Your responses should add value to the discussion to make a positive impression
  3. Quoting other members also helps in drawing their attention to you and starting a conversation.
  4. When providing links, make sure they do not look spammy. Instead of posting the whole URL, embed it into anchor text that would best describe its content. This not only makes it more helpful to other members but will also establish your image as a helpful hand in the group.

Break yourself into the LinkedIn Groups slowly. It’s easy to become annoying very quickly in any group. This applies in real life, and on LinkedIn.

Some LinkedIn groups for you to join

When using LinkedIn groups for marketing, it is not enough for you to only focus on the ones that are directly related to your niche. Joining other diverse groups can also bring in plenty of useful knowledge you can use.

HubSpot content marketing strategist Brittany Leaning lists down some of the most popular LinkedIn groups to be part of. We will look at them below.

digital marketing group linkedinDigital marketing

With more than 427,000 members, this is one of the largest groups in LinkedIn. As the name suggests, Digital Marketing focuses on digital marketing strategies and trends. The group provides its members with plenty of inspiration and tips to use in their marketing efforts. The discussions here are also very lively and offer a lot of useful insights.

sales group linkedinSales Best Practices

If you are looking for ways to increase your business’ sales, this is the group for you. Sales Best Practices focuses on the strategies and tactics required to drive more sales. It is also built around the latest sales trends. This group is perfect for both beginning sales personnel, as well as the more experienced ones looking to brush up on their skills.

social media marketing linkedin groupSocial Media Marketing

Run by expert social media marketers, this group boasts of more than 700,000 members. Social Media Marketing delivers a lot of information on the latest insights on social media. Members get weekly announcements about the industry, keeping them up to date on developing trends. The group also offers great resources and webinars.

creative design pros linkedin groupCreative Design Pros

While Creative Design Pros is aimed at professional designers, marketers like you can learn a lot about the design process. The insights you get here will help you better understand how your own designers do their work. What’s more, the group actually gives you insights on the daily lives of designers. This can help you develop a better relationship with your own designer.

harvard business review linkedin groupHarvard Business Review

With over 579,000 members, the HBR is another major group on LinkedIn. What’s great about this group is that it is open to both large and small business representatives. If you are looking to learn a lot about business from established thought leaders, then this is the group to join.

Creating a LinkedIn Group for marketing

While joining groups can do a lot for you, one big challenge with this approach is that you are pretty much under the power of the groups’ admins. Since this can impact your ability to market, creating your own LinkedIn Group could be advantageous.

Establishing the group

One of the important things that you have to define early is the purpose of the group you want to build. I suggest that you create a group that is focused on your industry rather than one that focuses on your company. The former is more likely to attract many members as even those who might not be fans of your company can be encouraged to hop on board.

Choosing a narrow niche to cover within your industry also helps in further flushing out your group’s purpose. You will particularly want to identify what your group’s specialty is. This will differentiate you from all the other groups that might already be catering to your niche.

With your group conceptualized, it’s time to put it up. When choosing a name, consider the terms that your target audience is likely to use when searching for your group. Use the relevant keywords in the group’s description. The group LinkedIn:HR, for instance, has an easy to recall name that also tells a lot about its purposes.

linkedin hr group marketing

Promoting your group

When trying to attract your first members, you don’t need to look far for them:

  • Past employees
  • Your peers
  • Coworkers
  • Clients

Are all some of the best pioneers for your new group.

Attracting key industry experts is also a good move. Their presence in the group also helps in attracting other members as people will want to be associated with them. This does require some work, though, as you need to give these experts a good reason to join you.

Make full use of the various channels you have. This can include your website, blog, or social media accounts to draw attention to the new group. Twitter is particularly popular for this purpose: