LinkedIn has become a powerful tool in the hands of companies operating in B2B (Business to Business), with more than 630 million professionals in all industries like hospitality, marketing, online casino, and sales, while offering countless networking opportunities. Of all social media, LinkedIn seems to be the most professional Social Networking Media. However, many consider it to be used only for job searches, as LinkedIn’s fastest-growing demographic group is university graduates and students.
Correctly setting up a LinkedIn Company Page is a non-negotiable condition for all B2B companies, as all searches seem to start and end on LinkedIn, Microsoft’s Social Media. In fact, many companies seek to establish themselves on LinkedIn to develop a competitive advantage over their competitors while supporting their entire marketing strategy. However, the importance of LinkedIn is not limited to the commercial part—LinkedIn is the most suitable means of attracting employees, as the majority of job seekers use LinkedIn to find positions related to their interests, while first conducting an interview, always look at the business page of the company.
Why is it different from other media?
Having read all of the above, many people seem to be unaware that the most powerful feature of LinkedIn is building relationships both professionally and personally. Building relationships is vital to guiding users through the sales funnel and their conversion into customers. But how is LinkedIn different from building relationships that can happen on other social networks? Let’s look at them one by one:
Facebook: The largest social network in terms of active users is ideal for contacting friends and interacting with other users’ content. All the dynamics of the network is its main page, the newsfeed. However, thanks to the changes that have been made, the organic visibility of business publications have been significantly reduced unless they place regular ads.
Twitter: Used properly, it is extremely useful for building relationships with the public. Almost all companies participate with direct, fast, and genuine tweets with their audience on current affairs. As a result, about 500 million tweets are sent per day, so it’s quite difficult to get a business’s attention and gain credibility in the section of interested users.
Pinterest: Pinterest is essentially a large notebook. However, that did not stop several companies from joining Pinterest. Some companies tried to reach their audience through storytelling, i.e. telling visual stories on these boards, promoting their products and services in useful and creative ways. However, it’s clear that not all businesses can benefit from Pinterest due to the type of content that can be placed on these boards.
Instagram: Like Pinterest, Instagram relies heavily on storytelling. However, Instagram talks more about the person, hence the plethora of selfies that continue to appear. All the network dynamics is its main page, the newsfeed, or otherwise the feed, thus limiting its scope for businesses and their ability to build relationships. The big brands have established themselves through their recognizability and continuous paid advertising, a tactic that probably several smaller companies find difficult to follow.
We don’t denounce these social networks in any way, as everyone has a specific audience with which your business can interact. Different types of relationships can develop with the audience you are interested in on each of these networks, but LinkedIn has established a solid reputation as a professional social network. LinkedIn can build relationships easier and better for both professionals and businesses.
How can your business use it in its digital strategy?
Appropriate tool at the right time
When using LinkedIn in your B2B digital strategy, you have the advantage of being in the right audience at the right time. Unlike other social networks such as Facebook and Instagram, where the user’s primary purpose is to see the simple daily habits of his friends (where they went, what they did, etc.), users log on to LinkedIn to enrich their professional knowledge. For example, they may be looking for a time management solution for their company or a new training software for their employees. It would help if you created profiles so they can find your business when they search.
When you advertise on LinkedIn, your ads appear in a newsfeed. In other words, you appear to people who want to improve their industry, their business activity but also themselves as professionals.
Accurate targeting of the audience
Much of the data that LinkedIn uses to target its ads come directly from its users. Real-time personal data will help your business reach its target audience. The targeting options provided by LinkedIn are almost limitless.
Before you set up each campaign, you should carefully consider which targeting parameters will help your business reach the desired audience more effectively.
One way to deal with this is to use the “job function” parameter, i.e., the object that the user declares to be engaged in, instead of job titles. So, through strategically selected tests, we can determine which types of audience and which combinations of targeting parameters produce the most results for your business.
Make effective use of the data that your business already has at its disposal.
Do you have a list of potential customers by email? Upload it to LinkedIn, which will try to match these emails with the profiles of its users. If it manages to match at least 300 email profiles, the end result will be a matched audience that you can use in any of your LinkedIn business campaigns.
Another way to take advantage of LinkedIn’s powerful targeting tools is account targeting. Upload a list of company names and easily promote your products and services to specific companies from specific industries. LinkedIn will rank the companies on the list among the top 30 million corporate pages above to increase the matching rate, you can also add a URL to each company name.
LinkedIn also recently introduced Lookalike Audience. If you wish to approach people similar to your existing customers, upload your customer list and create a similar audience based on the features of your existing one. Finally, by installing LinkedIn Insight on your website, you will be able to retarget your visitors with relevant content.
Make the most of your employees
Your employees are your biggest asset if you give them the tools they need to grow. With correctly set up profiles, your employees can become representatives of your business and its most significant advantage. In addition, optimized profiles for your business and your employees enhance your search results on both the LinkedIn platform and Google searches.
Google will track your employee profiles as well as your business profiles. So use these profiles and update them often to emphasize what is important to you and your business.
When an employee shares one of the posts on the business page on LinkedIn, reach will be enhanced. Just like on Facebook, organic posts on the business page rarely appear on the average user’s newsfeed, homepage feed. However, as soon as someone shares, that is, shares your post, it will appear in many more user streams.
Therefore, do not let your greatest potential be lost. Encourage your employees to share and interact with the content of the business actively. If you are a B2B business and do not use LinkedIn, now is the time to start.