UNDERSTAND THE IMPORTANCE OF LINKEDIN FOR BUSINESSES

With more than 467 million users worldwide, LinkedIn has revolutionized the way the corporate world approaches the internet. Understand the importance of LinkedIn for businesses means understanding that the platform is an excellent business ally, with benefits that go beyond making valuable business contacts.

Whether it’s to connect with other professionals, find and submit job openings, keep up with the market or gain visibility, users and companies have many reasons to be present on LinkedIn. LinkedIn for businesses is therefore extremely important and it may be time to include this powerful tool in your digital marketing strategy.

SHOULD EVERY BUSINESS BE ON LINKEDIN?

Yes and no. This means that every brand can have a company profile on the network, but this should be done with caution – and we explain why. LinkedIn for businesses is important to increase the brand’s visibility among professionals and share the company’s way of working. However, to be present on the network, it is necessary to understand that this space is essentially market-oriented and that the type of content that is shared there must be different from that worked on other digital platforms.

While on other social networks, such as Facebook and Instagram, there are multiple content possibilities, on LinkedIn the approach must be more corporate. That’s why, in order for your company to position itself properly on LinkedIn, make sure you have enough material in that direction – or the manpower to produce it. There is no point in creating a page, keeping in mind that LinkedIn for business is a corporate channel, just to replicate the messages of other networks.

Good examples of content to share on LinkedIn are company milestones, actions taken, behind-the-scenes, events, fairs, news, employee and customer testimonials and disclosure of job openings. Everything shared there should showcase the characteristics and differences of the company, with the goal of bringing it closer to interesting people (whether they are employees, customers and enthusiasts of your brand).

Other posting opportunities on LinkedIn for businesses are news or articles that relate directly to the market in which the business operates. This is the kind of content that can help build brand expertise in the segment.


SHOULD B2B COMPANIES BE THE ONLY ONES ON LINKEDIN?

LinkedIn is a business-oriented social network. For B2B (Business to Business) companies, the opportunity to find the target audience is even greater. After all, LinkedIn for businesses is a business platform and has a wide range of extremely active users that fit this profile. According to Accenture’s State of Government Contracting study, 94% of professionals who contract for business-to-business services research online before making a decision.

Despite this, a B2C (Business to Consumer) company can also consolidate on the platform, presenting materials that can demonstrate to the end audience, or even potential collaborators, the value of the company as a whole. After all, the platform already has more than 29 million Brazilian users and also contributes to the brand image and credibility of your company.

HOW DO COMPANIES ADVERTISE ON LINKEDIN?

Like other social media, LinkedIn for Business also offers the possibility of making paid advertisements within the platform: a way to further promote your business in the professional context, whether about events, available jobs, interesting articles, important communications or announcements to generate leads.

Advantages include a more targeted segmentation capability than other social networks – e.g., jobs, company size – allowing you to deliver your content to professional profiles that are relevant to your business and strategy.

Ad formats can also vary:

Sponsored content – that which appears in the feed of users you are interested in.
Direct Inbox Message – offers, course promotions…
Sidebar ads – are those that remain in the sidebar as “promoted”.

Leads

LinkedIn for businesses can even become a lead generation channel, with short conversion forms optimized for mobile devices. As the social network defines it, “using LinkedIn profile data, you can present your lead generation campaign to a large number of people potentially interested in buying your business.”

THE TOOL IS VERY SIMILAR TO LEAD CAPTURE VIA FACEBOOK.

With the data provided by LinkedIn Analytics, you can track the results of each post and have data that will make future campaigns even better, such as the best times to post, content that gets more engagement, demographics of your audience, etc.

With LinkedIn for Business, your digital marketing gains a powerful tool to achieve goals focused on the business context.


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