3 Easy Ways to Use LinkedIn Sales Navigator for Marketing

LinkedIn Sales Navigator is not for marketing teams. It’s in the name, right? Wrong: Sales Nav offers marketers an excellent opportunity to improve their external content and games.

Marketers and salespeople can use Sales Nav’s powerful search capabilities to identify, reach and interact with their audience.

No, it won’t be as comprehensive as high-volume SEO keywords or ad redirection. But for some types of marketing, including content-intensive efforts and influencers, Sales Nav is a valuable addition to your marketing tools.

As a marketer, you can use LinkedIn Sales Navigator to…

  • Find niche thought leaders for influencer marketing
  • Create better backlink campaigns
  • Expand the reach of your most engaging content

The TL version; DR of this article: Advanced searches and saved prompts can serve as the foundation for bigger and better outbound emails and content marketing. LinkedIn Sales Navigator can help you discover new ways to engage with your audience.

LinkedIn Sales Navigator is widely used by sales teams for account-based prospecting and sales efforts.

The three most exciting features of Sales Nav are…

  • Advanced Filters: Narrow specific audiences with the ability to filter by company, interest, location, and more.
  • Saved Lists: Keep track of specific people you care about by remembering up to 1,500 clues at a time.
  • Additional InMail Messages: You get 30 InMail messages a month to send to valued contacts (although, with this limitation, you’ll also want a way to send contacts).

How can you use Sales Nav (a tool your sales team probably already uses) for content marketing?

All three features are attractive to marketing and sales teams. As LinkedIn points out, “Sales Navigator offers a powerful set of search capabilities, improved visibility across extended networks, and custom algorithms to help you get to the right decision-maker.”

As a salesperson, you, as a marketer, can use Sales Nav to connect with the right people through LinkedIn’s extensive data and powerful searches.

Here are three ways to do this.

1. Look for Niche Thought Leaders for Influence Marketing

The most common approach marketers use to find influencers for B2B marketing is quite simple: Use platforms like BuzzSumo for Ahrefs to identify shared content and contact authors of articles and posts.

But this approach can be limiting. Social action doesn’t always mean industry leadership, and writers can be hard to find.

Why not start with the influencers themselves?

LinkedIn Sales Navigator lets you use advanced filters to quickly find leaders in your specific niche or topic. Among the advanced filters that work particularly well for influencer marketing are the following:

  • Group members
  • Clues mentioned in the news
  • LinkedIn Recent Activity Guide
  • Word of the published content
  • Years of experience

After saving a list of interesting leaders, take a moment to review their LinkedIn activity. Mark, your most relevant article to use as a citation in your next post. If you’re using quotes in a piece, send your email or call LinkedIn directly with InMail to let them know and ask if they’re interested in collaborating more.

2. Build better backlink campaigns

One of the longest parts of content marketing is building backlinks – you have to find relevant domains and blogs, find the best touchpoint, make a compelling proposal, go back and forth, and so on.

Again, BuzzSumo, Ahrefs, and Moz work very well to start the backlink-building process.

But instead of starting on one side and finding the ‘guest post’ pages first, why not start on the other side?

With Sales Nav, you can even filter out the people who make decisions about the editorial calendar and guest posts. Use for filters:

  • Title: Look for digital marketing executives, online publishers, and, in some cases, marketing directors.
  • Posted Content Keyword: Try to limit your search to those who mentioned a “guest post” or “contribution” in your content shared on LinkedIn.

The following list will help you extract your emails to create a direct selling point. My recommendation at launch: don’t rush; Check out their recent content and add it to LinkedIn so you’re already on their radar.

3. Expand the reach of your most engaging content

Content marketing isn’t just about inbound; you can also use the content to create more engaging outgoing emails to promote your content.

Yes, that means sending out cold emails, but external marketing can be very useful if you’re sending out valuable content to an audience.

  • Step 1: Create lists from separate lists. Organize your listings by interests, title, position, industry.
  • Step 2: Assign your content to your playlists. You can also create content that fits your niche list.
  • Step 3: Send your outgoing emails. Use an email marketing platform to send personalized emails on a large scale.

Outbound traffic is no better than inbound traffic, but it should be a valuable addition to your marketing efforts.