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Using LinkedIn as a Marketing Strategy

With over 930 million global users in 26 languages, LinkedIn can provide more than twice the conversion rates of any other social media channel. Sixty-one million users look for jobs on the business channel every week because LinkedIn is a professional social media network. More than 60 percent of users are between the ages of 25 and 34 years of age. In 2022 the channel generated more than $14 billion in revenue, an increase of 26 percent over the previous year.

When utilized effectively, LinkedIn has the potential to improve brand awareness, build a business’s network, and increase sales leads and conversions which could lead to expanded revenues. As the world’s largest professional network, it can be a powerful addition to any social media content strategy and is a channel where more utilization begets more utilization, and where more frequent quality content results in increased notice by other members. A comprehensive, complete, personal profile will generate higher search engine results.

But, just like other social media platforms, the LinkedIn community for marketers is becoming crowded. The most successful messages that are getting through all the noise focus on establishing a brand’s expertise and authority in a field of endeavor.  Blog posts, case studies, performance reviews, and testimonials are effective in transmitting a message designed to increase brand awareness. The professional platform allows a brand to drive traffic to a website, identify quality leads, share information on a brand’s expertise through thought-leadership content, and grow a network.

The most effective content utilizes hashtags, the inclusion of relevant external articles, and knowing when to use a LinkedIn profile or a LinkedIn page. It is best to vary the length of content and rotate images and videos to help keep it fresh. The platform permits the use of external links to other relevant blogs and websites. With one of the longest content lifespans, it is important to have a consistent publication schedule.

LinkedIn is becoming an important part of a B2B marketer’s overall advertising strategy. According to a study conducted by Socialinsider & Cloud, “LinkedIn is known to be the most effective social media platform for promotion, having an average conversion rate higher than any other network with a click-through rate of 2.20%.” Creating compelling, engaging, and interesting content will lead to more engaging conversations with a targeted audience.

Junction Creative Solutions (Junction) assists B2B clients in developing key strategies to engage target audiences and establish sustainable practices to drive business growth. To learn more about our comprehensive solutions for B2B companies, call 678-686-1125 today.