Is LinkedIn still an important marketing tool for businesses?

What is LinkedIn?

LinkedIn is the largest business and employment focused social media network. This makes it a particularly important channel for B2B marketing. Although, it is also becoming more popular with B2C marketers. After all, there is a captive audience of 930 million professionals.

What is LinkedIn used for?

Building relationships

Engage with your followers by responding to comments and messages. You can also encourage employees to share content and leverage their own networks. Chances are individuals will receive higher levels of engagement than the business page. For this reason, employee advocacy (and maybe even client support) is key to a successful LinkedIn page.

Lead generation

LinkedIn advertising is unique to other channels due to the data you can access. This makes it particularly useful for businesses looking to target other professionals and businesses (B2B). Use your best materials or posts to target specific audiences based on job titles, industries, locations, and more.

Measuring performance

Regularly review LinkedIn Analytics (engagement rates, click-through rates, and conversion rates) to understand which types of content perform best. Use this data to refine future content and strategy.

How to use LinkedIn for marketing

Understanding the purpose and goal of your LinkedIn marketing activities is vital. Do you want to build brand awareness? Drive traffic to your website? Increase conversions or lead generation? Chances are it’s all of these!

Create content that is going to resonate with your target audience and maintain a consistent posting schedule with a variety of content types.

For example:

  • articles (thought-leadership, team news, case studies)Videos and photography
  • videos and photography
  • Infographics, and more.
  • Optimise Your LinkedIn company page

It is important to create a compelling and professional company page that reflects your brand’s identity. Use a high-quality logo and cover image and write a clear company description that reflects your company’s tone of voice and values.

Remember that LinkedIn is a professional platform, so maintaining a professional tone and providing valuable content is crucial. Building relationships and trust takes time, so be patient and consistent in your efforts.

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