LinkedIn can be a powerful tool for individuals and companies looking to make new connections, generate leads, and build their brand. While it’s an important platform for all businesses, LinkedIn can be a true game changer for B2B (business to business) companies.
This article will show you why your business — especially if you’re in the B2B space — shouldn’t wait another day to incorporate LinkedIn into your social marketing strategy.
What is LinkedIn?
LinkedIn is a social network for professionals. Whether you’re a marketing executive at a major company, a business owner who runs a small local shopÂ or evenÂ a first year college studentÂ looking to explore future career options, LinkedIn is for anybody and everybody who’s interested in taking their professional lives seriously by finding new opportunities to grow their careersÂ andÂ connect with other professionals.
Create Content That Benefits Your Audience
Producing content that your audience wants to see and engage with will make them more likely to become interested in your business, resulting in your global reach and influence expanding. Make your content available in different formats such as business presentations, blog posts, images and videos to suit the viewing preferences of your target audience.
According to LinkedIn, your company should post as many status updates as your content supports. You will reach more of your audience and extend your reach as you post more often. Companies that post 20 times a month, on average, reach 60% of their followers with 1 or more updates; and 20% of followers are typically reached with a single status update.
As with any quality content marketing effort, strive to publish authentic and relevant posts to your business to encourage viral likes, shares, and comments. Posts that feel like spam will not get shared and, in fact, could result in your business page losing followers.
Introduce New Products & Services
The top 5 most common reasons why people follow brands on social media are; promotions and discounts, latest products information, customer service, entertaining content, and ability to offer feedback, with more than half of businesses saying they have generated sales through LinkedIn.
Using LinkedIn company pages, you can introduce new products or services your company has developed and explain how they will help customers to achieve their professional goals and meet their business needs. You can also provide links to your website to enable readers to easily find more information and convert your website visitor traffic into strong business leads.
Differentiating yourself from your competitors
On LinkedIn, you can use your business description to emphasize how you stand out from your competitors. Include company news and share information about your business’ philosophy and share your business’ values, mission and vision.
Consider how you can use articles, infographics and photos to give users a authentic, transparent and positive impression of your company.Â VisualÂ storytelling via links to video, infographics, photos and artwork gives users impressions about how your company thinks and acts.
Find Job Candidates
LinkedIn profiles reveal valuable information about people seeking jobs at your business, including their stability, their record of successful accomplishments and their passion for what they do. By hiring and retaining these employees, your company will benefit from their expertise and energy.
When social media communicationÂ is done properly by your existing employees, it has the potential to create powerful relationships. By developing these relationships with current and prospective customers, employees and referral sources, your employees can significantly enhance your company’sÂ presence.
Improve Your Rank In Search Engines
Google and other search engines like when other businesses have rank LinkedIn company pages and posts rank highly in the search engine results pages, so adding updates to your company page and optimizing posts for SEO helps to improve your performance in the search results pages. As a result, your website may see an increase in visitor traffic, especially if links back to your company’s website are embedded in your posts.
Whether you operate in a B2B or B2C market, if your social presence is clear from the start your brand and business will benefit from additional customer touchpoints. If not it can cause confusion for your audience.
It’s not about having a presence on all social media channels, all at the same time. It’s about having the right presence on the right channels at the right time. Ultimately, this builds trust in your brand, and allows you to deliver the right messages to the right people.