Think LinkedIn is all about CVs? In fact, LinkedIn is a B2B digital marketing channel that’s ripe for use by forward-thinking small businesses and startups. Get started today. #businessadvice #SmallBusiness #LinkedIn #contentmarketing #digitalmarketing
If you’ve always viewed LinkedIn as ‘just a business networking site’, you may be missing a trick when it comes to making the most of LinkedIn’s potential as a marketing channel.
With digital marketing and social media marketing ever-more critical in the promotion of your small business, LinkedIn is a business-to-business (B2B) channel that’s well worth exploring. With access to a huge network of other business people, and paid advertising now an option, LinkedIn could be your ideal B2B marketing choice.
Marketing to an expanding business network
LinkedIn was launched back in 2003, so it’s one of the more established networking sites out there. And with over 500 million members regularly using the site to follow, comment and interact with each other, it’s a digital channel that’s ripe with B2B marketing opportunities.
You can post on LinkedIn as both an individual (your personal account) and as a business (your company account). This gives you the best of both worlds, allowing you to interact personally with existing people in your network, and also market the company itself.
Using LinkedIn for B2B marketing helps to:
Position your brand in the B2B market – LinkedIn is a more ‘professional’ business marketing space than Facebook, Twitter or Instagram etc. So, if you’re looking to raise awareness of your company brand, you know you’ve got access to an audience that’s already on the lookout for B2B products and/or services
Expand your audience – in essence, LinkedIn allows you to replicate your existing business network in the digital space. But LinkedIn also acts as a way to expand and grow your business contacts. By adding new contacts, prospects and targets to your LinkedIn network as they appear, you expand the reach of your posts and can target people that fit your ideal B2B customer persona.
Use LinkedIn to promote long-form content – people are more open to taking a 'deep dive' into a long blog, article or guide when it comes through LinkedIn. Whereas Twitter is all about short, bite-size chunks of content, LinkedIn can be a great forum for posting long-form content, opinion pieces and the latest hot takes in your industry.
LinkedIn rewards engagement – as a platform, LinkedIn rewards you for engagement. So even if you write a message that’s a bit longer than three lines, your followers will have to click 'see more' and start interacting with your content in a more proactive way.
A variety of ways to post content – content on LinkedIn could be a short company update message, a pay-per-click (PPC) advert, a longer blog-length article, or even a linked video piece, vlog or podcast. The key is to think differently about your content, post frequently and boost engagement for your company and personal accounts.
When LinkedIn is used to its maximum potential, it’s an effective B2B channel that gets your content and marketing messaging in front of the right eyes – helping you to get an effective return on your marketing and social activity.
Getting the best marketing advice
If you want to get more from LinkedIn, now’s the time to do your digital marketing homework. Talk to your own marketing team, speak with your local digital marketing consultant, or dip into LinkedIn’s own Marketing Solutions Blog for more tips and advice.
We are here to help, contact us today:
Brew Accounting Pty Ltd
Phone 0405 027 250 | Web brewaccounting.com.au
Suite 7/104 Crown St, Wollongong NSW 2500
Content originally published by BOMA. We have updated some of this article for our readers