LinkedIn has emerged as a social media giant, particularly for individuals and businesses targeting a B2B audience. Boasting over 1 billion members globally, LinkedIn is not just a platform for professional networking; it has become a robust marketing solution trusted by marketers to drive success. In this article, we will dig into LinkedIn's platform stats, its personal and company pages, the benefits of leveraging organic reach, and the advertising prowess fuelled by artificial intelligence (AI).
LinkedIn, now celebrating its 20th anniversary, became a Microsoft subsidiary with its $26.2 billion acquisition back in 2016. Fast forward, and in 2023 LinkedIn’s 211 million US users and 37 million UK users are just a fraction of the 200 countries that now use LinkedIn on a daily basis to cement its position as a global powerhouse in professional networking.
Long gone are the days of seeing LinkedIn as “only” a career and networking site, and LinkedIn has now become an essential tool for businesses aiming to showcase their brand and build meaningful relationships.
Although its roots of careers and networking still exist, as evidenced by the 140 job applications submitted every second via LinkedIn, it’s $15 billion advertising revenues in 2023 highlight its importance and value to the digital marketing landscape and businesses.
Company Pages on LinkedIn
Society has been programmed to search for and research companies via the use of social media. LinkedIn will be one such platform that searchers discover, and it’s become the most valuable tool for businesses to achieve two key points:
A professional company page on LinkedIn serves as another “shop window” to showcase a business’s mission, ethos, and achievements. This not only establishes credibility but can position the company as an expert in its industry. Building trust through useful content fosters connections with profile visitors, the next potential customer, partner, and employee. Furthermore, this can impact future recruitment success, and as a reputable business, it will be actively showcasing staff and company success.
2. Company Reach
Businesses want to be found online, and by creating and optimising a company LinkedIn page, it can benefit their visibility. Adding valuable content will further enhance its reach, and followers engagement to posts will appear in and boost the contents appearance in newsfeeds, reaching new potential customers on LinkedIn. Best of all, LinkedIn company pages “only” cost company time. The platform itself is free to use and can become an extension of other social media platform efforts, with the right content repackaged and tailored to its audience.
Underpinning LinkedIn’s company pages are comprehensive analytics, bringing page views, follower demographics, and engagement to marketers and allowing for future strategy improvements. One further strategy for improving aspects of company pages is the collaborative approach with company owners and employees personal pages.
In particular, small and medium-sized business owners are vital to a company’s reputation and social selling opportunities on LinkedIn. Content created on companies’ pages tell a story, but a business owner’s sharing, commenting, and interaction are what really allow their professional network to amplify the message. Research supports the idea that LinkedIn generates B2B leads more effectively than other social media platforms, and a large reason for this is its ability to market to those who matter.
LinkedIn’s advertising comes into play, and the platform offers:
- Sponsored Content: Featured in the LinkedIn news feed, including single image ads, video ads, carousel ads, or event ads.
- Sponsored Messages: Utilising users' inboxes for direct messages, offering conversation ads and message ads.
- Lead Gen Forms: Streamlining the lead conversion process with pre-filled forms for easy information collection.
- Text Ads: Displayed on the right rail of the LinkedIn platform, featuring text, spotlight, or follower options.
All these are reliant on demographic data (job, seniority, location, and industry) as well as interest-based targeting options, making LinkedIn a precision marketing tool.
LinkedIn Evolution doesn’t stop there, though and one of the key reasons it becomes a necessary business pillar is its embracement of AI.
LinkedIn’s, ties with Microsoft mean it enhances its capabilities with Open AI models now helping members generate topic ideas, craft posts, and even suggest ad copy. AI enhancements are also evident in LinkedIn Learning, offering users interactive learning experiences. For recruiters, AI-driven candidate discovery and InMails streamline the hiring process, saving time and ensuring success.
Conclusion: Harnessing LinkedIn's Full Potential
In conclusion, LinkedIn has evolved into a multifaceted platform that goes beyond professional networking. Its impact on B2B success is undeniable, offering a huge set of tools for marketers and business owners.
By creating a robust online presence through well-crafted company pages, leveraging organic reach, and harnessing the advertising powers, businesses can unlock the full potential of LinkedIn.
It's not “just” a social network; it's a dynamic marketing solution that propels businesses to a new level with credibility, visibility, and unparalleled networking opportunities. Embrace LinkedIn, create a compelling company page, and embark on a journey of B2B success in the ever-evolving world of digital marketing. B3 will be here to help you build, broadcast, and boost.
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