LinkedIn allows a brand to broaden their exposure by creating an online presence where they can communicate with their customers on a platform they are comfortable with. The online presence can help to target and acquire new customers and to retain existing ones. A business can gather information about its customers on social media and then tailor their marketing based on that knowledge.
No other social networking site comes close to LinkedIn for lead generation or professional networking. From making connections to generating leads, establishing partnerships and creating better brand awareness, LinkedIn makes an invaluable addition to your digital marketing strategy. While it is important for all companies to have a LinkedIn presence, it can be a game changer for B2B companies. A 2013 study from Jill Konrath and Ardath Albee declared that 84% of users generated several business opportunities through the use of LinkedIn.
Consider the following:
Publish Engaging Content
The goal is to create content that is both interesting and engaging to your target audience. Your content helps attract your reader, educate them, and exchange some information or a special offer for their personal information. Content marketing means the buyer is the expert and the one proactively reaching out to brands and businesses for help, they have done the research before they have reached out to you meaning that they have narrowed down their decision, 81% of consumers researched online before stepping foot in the store, meaning you want the most relevant and valuable content available.
If you’re not sure – don’t publish it. Don’t publish content for content sake!
Join groups
A great tip for businesses is to join LinkedIn groups that are relevant to their industry. Not only is this a great way for businesses to gain an understanding of what their audiences is talking about, but it also gives you a platform to interact or offer advice to an audience in your industry. Actively participating in such groups can establish expertise. Through joining industry groups (or creating your own), you get to know like-minded individuals and can make valuable connections in your field.
Keep in mind, as with all social media, LinkedIn is not the place to be directly marketing your business, find discussions where you can contribute your expert knowledge and use the platform to gain exposure for your brand.
The group function on LinkedIn is one of the most overlooked opportunities.
As with all major social media sites, LinkedIn also offers brands the ability to reach their target audience through paid posts.
Saoirse Blaney
Business Development
