If your brand sells almost exclusively to other businesses, you may not be entirely convinced that social media is going to help you. But you might be overlooking a very powerful platform – LinkedIn. People use other platforms such as Facebook, Instagram and Twitter to share their personal lives and opinions. We use them in our ‘civilian’ capacity, if you will. So those are great places to reach people about their personal, individual needs. But to reach businesses, you need to go where people are in business mode – and that is LinkedIn.
It doesn’t get the media attention that other more “social” platforms do. That’s because the content on LinkedIn is a lot more professional and informative, and less sensational than on some of the other platforms. However, when it comes to networking with the people who make purchasing decisions, LinkedIn is the place to be.
We tend to think of LinkedIn as a place where professionals connect and share their CVs. But that’s only one aspect of the platform. Some of the same tactics brands use on Facebook and Twitter translate directly to LinkedIn. You can share your blog posts there to position your company as a thought leader in the field, and other users will share your informative posts, which in turn will promote brand awareness. You can also share other, relevant content on your feed.
LinkedIn, like Facebook, also has groups focused on particular interests. No group appreciates being spammed with sales messages, but if you have a blog with genuinely valuable content, you can also share it in groups.
LinkedIn groups can be focused on specific industries and professions, and they can also have geographic criteria. Small groups can be a good way to connect with your specific market. But do tread with caution. The usual online etiquette applies. Don’t bombard the group with your material. Engage and comment on other posts without mentioning your business. LinkedIn groups – and LinkedIn in general – can be a good tool for keeping your finger on the pulse of your industry. You’ll hear what people want, and you can focus on how your brand can meet their needs.
Encourage your employees to follow your company page and to add your company on their profile. As a member of your company page, you can also ask for reviews from your peers on your personal LinkedIn profile.
When your employees share your blog posts on LinkedIn, it helps you reach a broader audience. Additionally, you can also support your clients by sharing their posts and engaging with them.
LinkedIn is so much more than a jobseekers’ network. It’s a place where you can engage with your business audience, position your brand and show your market your strengths. LinkedIn should be part of any B2B digital marketing strategy today.
Don’t have enough time to manage all your social media channels? Why not contact our expert Digital Marketing team today for some advice?
Talk to us today.
By Irene Hislop
By Jeff Sheridan
By Matrix Internet