LinkedIn is one of the many social media platforms that can be used to leverage your company’s communications. Although it may seem similar to others, it has multiple differences that make it very different from others.
Linkedin is a professional social media platform that allows users to connect, engage, and network. With over 700 million users and more joining every minute, LinkedIn is a powerhouse platform for B2B marketing. According to eMarketer, more than half of companies will use LinkedIn for marketing.
You won’t be competing with family and friend’s weekend getaway pictures, or influencers who share every second of their life.
Linkedin sells itself as a place to “Build and engage with your professional network. Access knowledge, insights and opportunities.” This means that it’s a platform where people want to talk and learn about business, and your content will target this already engaged type of audience.
Similarly to Twitter, when someone likes or comments on your publication, this can be seen in their activity feed by their connections. This gives you the ability to be seen by people who aren’t currently following your brand and reach new audiences faster.
In business pages, you can choose to create content that can specifically be seen by only a segment of your followers. Although this feature is also available on other social media platforms, the difference is that it lets you target very specific business-related segments that can be of interest to your company.
Unfortunately, this feature isn’t available for personal Linkedin posts. Nevertheless, you can choose to share content specifically to your connections or to specific members of a group you’re in. You can also choose who can comment on your posts.
B2B buyers average 17 meaningful interactions when completing a purchase. Linkedin is one of the most used sources for people to do research and gain information on a company. They can learn specific information that may be hard to find on an institutional website, like the amount of people who work there, the office’s location, ect., and read your latest posts to see your most recent company updates.
Depending on the product or service you're offering, B2B sales may take longer to complete since they require more than one person in the company to approve the sale. This means that your team may need to be more involved with the sales process. By creating relationships with clients and potential clients, you’ll be able to better connect with your audience even before they were a prospect!
LinkedIn allows you to indirectly communicate with potential clients to increase the opportunity to make sales. You can showcase your skills, endorsements, and offers on your profile for everyone to see. You can also post the positive reviews of your previous clients to further promote your company.
LinkedIn is also a great place to engage with your followers: you can ask questions directly to your target audience to see how they feel about different issues.