Everyone knows social channels love to update their platforms every so often. Recently, LinkedIn has brought some important changes that social media marketers using it for lead generation and prospecting should know about.
If you’re using LinkedIn for your marketing strategy you already know the changes I’m talking about, but if you don’t it’s good for you to find out now so that you can reevaluate your marketing strategy. For the longest time marketers have been using LinkedIn groups to share valuable content, but also to connect with their target audience. I’m sorry to inform you that LinkedIn just made it much harder, if not practically impossible to do so.
- You can no longer search through LinkedIn group members. You can see who the members are, but you can’t use keywords to search through the members. You also can’t see who is a first, second or third connection.
- If you have a paid LinkedIn account you can access group search through your people’s search area, but if you’re a free member you can’t do a group search and you are limited to 100 search results per month.
You can still use LinkedIn groups to share valuable content, but if you want to make connections you are much more limited. Since social channels are being used by businesses to make connections that lead to sales, it’s only normal for social networks, such as LinkedIn, to look for ways to make users pay to get lead generation/sales results. If we think about offline advertisement, it’s all paid; and the reality is that social networks are going in the same direction. Not all of them, but the types of changes we’ve seen in LinkedIn recently, or even Facebook in the past, aren’t something we shouldn’t expect to see again.
Some marketers will obviously disagree with the thought process and changes social media channels are making, but it’s best to focus on what alternatives and solutions we can find to keep providing our clients and/or employers with a great online presence. After all, the strength behind your social presence is catching your target market’s attention by offering value and engaging content to have them find you and want to connect with you.
How do you plan on adapting to LinkedIn’s recent group changes and what do you think about the changes?