LinkedIn has long been recognized as a networking haven for professionals across industries. However, many businesses and entrepreneurs often underestimate the platform’s potential as a marketing tool. Here are three significant ways you can level up your marketing game by leveraging the features and audiences available on LinkedIn.
Point 1: B2B Targeting and Lead Generation
LinkedIn is a goldmine for B2B (business-to-business) marketers due to its user base comprising professionals, decision-makers, and industry leaders. While platforms like Facebook and Instagram offer broad audience targeting options, LinkedIn enables hyper-specific targeting. You can filter your audience by job function, industry, company size, and even seniority levels within a company.
Beyond this, LinkedIn’s InMail service offers a direct channel to prospects without appearing intrusive. Research suggests that InMail is more effective than traditional cold emailing because messages reach active professionals within a business context. Companies like HubSpot have successfully executed InMail campaigns that resulted in significant conversion rate improvements. Therefore, by utilizing LinkedIn’s precise targeting and InMail features, you can move beyond the limitations of standard digital ad placements and really hone in on a high-value B2B audience.
Point 2: Thought Leadership and Content Marketing
LinkedIn is not just a place for job hunting and professional networking; it’s a platform where you can establish yourself as a thought leader in your industry. You can publish articles, share updates, and engage in conversations that align with your expertise and business values. Brands like Adobe and Microsoft actively publish articles and insights about their industries, thereby reinforcing their status as thought leaders.
What sets LinkedIn apart for content marketing is the engagement ratio. Content shared on LinkedIn is 20 times more likely to get shared than on other social platforms. This is crucial in a world where the average consumer is bombarded with marketing messages. By consistently publishing high-quality, insightful content, you’re not just pushing for immediate conversion but building long-term brand equity. Your articles and posts become your brand’s assets, earning you credibility that can be converted into customer trust and, eventually, sales.
Point 3: Leveraging Employee Advocacy
In a social landscape cluttered with branded content, one of the most authentic touchpoints a company can have with its audience is through its employees. LinkedIn is uniquely positioned to enable employee advocacy because its core functionality is built around individual professional profiles. By encouraging your employees to share your company’s updates, achievements, or even job listings, you significantly expand your reach and authenticity.
According to LinkedIn, content shared by employees has twice the engagement rate of content shared by a company. Moreover, employees have ten times more followers than their company’s LinkedIn page, making the potential reach vast and deeply rooted in authentic professional networks. Brands like Salesforce have internal programs designed to motivate employees to share brand content, resulting in an exponential increase in the reach and effectiveness of their LinkedIn marketing campaigns.
Point 4: Utilizing Analytics for Data-Driven Decisions
One of LinkedIn’s most valuable yet underutilized features is its comprehensive analytics toolset. Many businesses might overlook this, focusing only on upfront marketing tasks like posting updates or sending InMails. However, LinkedIn provides intricate details about who’s viewed your profile, engaged with your content, and even who has visited your company page. This data is a treasure trove for marketers.
For instance, you can gauge the effectiveness of your content marketing or thought leadership strategy by analyzing metrics such as engagement rate, click-through rate, and follower demographics. This information can then be used to tailor future content and targeting strategies, making your LinkedIn marketing efforts more efficient and effective over time. Companies like Coca-Cola and IBM use LinkedIn analytics to understand not just their reach, but also the quality of engagement, thereby informing their overall marketing strategies with tangible data.
Point 5: Partnering for Co-Marketing Opportunities
LinkedIn offers unique opportunities for partnerships and co-marketing, especially with its LinkedIn Pages and Showcase Pages features. With LinkedIn Pages, you can highlight your partners, allowing both parties to benefit from the shared visibility. Furthermore, Showcase Pages can be used to highlight a long-term partnership or even a short-term campaign, offering a concentrated platform for specific marketing objectives.
Brands like Apple and Cisco have leveraged co-marketing on LinkedIn to mutually promote products or services, thereby reaching new audiences without appearing overly promotional. It provides an organic touch to marketing strategies and allows businesses to leverage each other’s credibility and audience. This is particularly powerful when partnering with a company that complements your products or services. It’s like receiving an endorsement, but one that works both ways.
Point 6: Community Building and Customer Retention
LinkedIn isn’t just about reaching new prospects; it’s also a valuable tool for maintaining relationships with existing customers. The community-building features on LinkedIn, such as Groups and Events, allow for sustained engagement beyond the initial point of sale or contract signing.
For example, Adobe has a LinkedIn Group dedicated to its Creative Cloud Suite, where users can ask questions, share tips, and even showcase their work. This active community not only serves as a forum for customer service but also fosters brand loyalty by creating a sense of belonging among Adobe’s user base. Plus, with the advent of virtual Events, you can host webinars, Q&A sessions, or even virtual product launches directly through LinkedIn, offering another touchpoint to engage with your community.
Each of these points demonstrates LinkedIn’s multi-faceted utility as a marketing platform. From precise targeting and thought leadership to employee advocacy, analytics, co-marketing, and community building, the platform offers various avenues to not just reach but also engage your audience meaningfully.
Point 7: Harnessing the Power of Video Content
Video is the future of content marketing, and LinkedIn is no exception to this trend. According to LinkedIn’s own data, video content is shared 20 times more than other types of content on the platform. The professional context of LinkedIn makes it an ideal platform for educational and informative videos that establish your brand as an industry expert.
Companies like TED and Google regularly use LinkedIn video to share insights, industry trends, and inspirational talks that cater to the professional development of their audience. This content often sees high levels of engagement and sharing, leading to increased visibility and credibility. Given the rise of remote work and the increased consumption of online educational content, video offers a highly engaging and effective way to connect with your audience, share your brand message, and even drive sales or subscriptions.
Point 8: Exploring LinkedIn Ads for Scalable Outreach
While organic reach is essential, LinkedIn’s advertising options offer an additional avenue for scalable and targeted outreach. LinkedIn Ads come in various formats—sponsored content, sponsored InMail, display ads, and more. These formats allow for flexibility in how you present your brand message and to whom you present it.
Companies like Oracle have seen significant ROI through LinkedIn’s lead generation ads, proving the effectiveness of a paid strategy when executed correctly. What sets LinkedIn Ads apart from other platforms is the granular level of targeting. You can not only specify industry and job function but even target existing accounts if you’re looking to expand your reach within specific organizations. This makes LinkedIn Ads incredibly effective for account-based marketing strategies.
Point 9: Leveraging LinkedIn Polls for Market Research
LinkedIn Polls offer an underrated yet powerful way to conduct market research directly from your targeted audience. Unlike traditional surveys that may require incentivizing participation, a LinkedIn Poll can yield meaningful insights through voluntary engagement from professionals who are genuinely interested in your subject matter.
Brands like Unilever have used LinkedIn Polls to understand consumer behavior and attitudes towards sustainability. This not only provides valuable data but also boosts engagement and sparks conversation among followers. The poll results can even serve as content for follow-up posts or articles, thereby creating a continuous loop of engagement and content generation. Plus, the information gathered can be instrumental in shaping future marketing campaigns, product development, or even business strategy.
LinkedIn can serve as more than just a recruitment tool or a platform for making professional connections. It offers a variety of avenues to strategically market your brand to a highly relevant audience. So, if you’re not leveraging LinkedIn for marketing yet, now is the time to start.
If you’re captivated by how different strategies and mediums can influence an audience, you might also be interested in a compelling blog by GentingCasino.com about Iconic Movie Hotels. Just as LinkedIn serves as an essential backdrop for professional narratives, hotels in films often become characters in their own right, imbuing the story with a sense of place and atmosphere. From the grandeur of The Plaza in “Home Alone 2” to the eerie Overlook Hotel in “The Shining,” these iconic settings are as pivotal to the story as the marketing strategies we’ve discussed are to business success. Both blogs illustrate the power of context—be it a professional networking platform or a cinematic locale—in shaping experiences and perceptions.