By Kalyna Rondiak
With its beginnings in the field of job searching, LinkedIn has since expanded beyond being a tool for people looking for jobs and is now one of the largest and most powerful platforms in the B2B marketing space. LinkedIn offers B2B marketers the ability to target niche, professional audiences who are relevant to the sector in which their business lies. Attracting the attention of the right company decision-makers is an extremely valuable asset that LinkedIn is able to bring to marketers, which is why it has become such a favourite in the B2B marketing sphere.
The unique composition of LinkedIn users is a big contributor as to why the company has grown to be so important for marketing purposes. The pairing of LinkedIn’s effective targeting capabilities and its audience of 60 million B2B decision-makers makes it essentially a goldmine for B2B marketers, which is one reason why the platform holds so much power in the industry. Additionally, LinkedIn members are generally intent-driven, with 71 percent of professionals using the platform to inform business decisions. Thus, due to the nature of the website and the people who use it, LinkedIn has the ideal tools and user base for marketers to reach the decision makers they’re looking for.
Optimising Your Company Page
Optimising your company page is the best way to ensure that the right people discover your company page and can easily find the necessary information that they’re searching for once they are on your page. Here are a few tips for optimising your company page on LinkedIn:
In our modern world, perfecting your company page on social media platforms such as LinkedIn is one of the most important aspects of your business’s online presence. Potential clients are impacted by how your company appears online and it may very likely make all the difference between choosing your business over a competitor firm.
Advertising on LinkedIn
As previously mentioned, LinkedIn has spurred into a significant player in the digital advertising industry and powerful place to promote your business. Incorporating LinkedIn into your company’s B2B digital marketing strategy allows you to explore a variety of methods and discover which one best reaches your target audience.
Depending on the goals of your B2B brand, you may want to utilize different advertising options that LinkedIn offers. The seven main categories of advertising available on LinkedIn are: text ads, sponsored InMail, dynamic ads, sponsored content, display ads, and video ads.
Text Ads – Concise text blurbs that are found in the right column of your LinkedIn feed. The most important aspect of text ads is the brevity of them. You have to be clear, concise, and to the point if you aim to get your message across to the viewer.
Sponsored InMail – Essentially LinkedIn’s version of mass emails, however this type of advertising requires a personal profile on LinkedIn, not only a company page. The messages are sent from an individual, which make them more effective in attracting the recipients’ attention and consequently generating actual responses.
Dynamic Ads – These advertisements allow you to set up a template to promote a variety of things, anything from job postings to a general ad for your company page. The benefit of utilising dynamic LinkedIn ads is the personalization aspect that most other options will not provide for you.
Sponsored Content – This type of advertising is the closest thing LinkedIn has to a sponsored Instagram or Facebook post. When your company publishes an article on LinkedIn you can choose to promote to a wider audience. It will show up in others’ LinkedIn feeds and give more people the opportunity to discover and explore your business page.
Display Ads – Give you more of a traditional idea of how a digital advertisement appears on a website. Display ads will be seen as an image on the right-hand side of the LinkedIn feed, and they allow you to target your audience a bit better than other ad options.
Video Ads – Videos are some of the most engaging pieces of digital content that your company can create. They catch people’s attention more than text or images and they provide an effective way to show aspects of your company that may be difficult to get across in any other content form, such as company culture, employee interviews, client testimonials, etc.
Regardless of which type(s) of ads your company chooses to utilise, LinkedIn provides businesses with more than enough tools to construct tailored ads and strategically market to their target audience.
LinkedIn Articles: Launching Your Company as a Thought Leader
Distinguishing your company as a thought leader in your industry is an increasingly effective way to connect with your audience and cultivate a positive, intriguing impression on potential clients. According to a study from Edelman and LinkedIn, 89 percent of business decision-makers have stated that high-quality thought leadership can enhance their perception of the organisation.
LinkedIn Articles is one of the best LinkedIn features to take advantage of when it comes to efficient distribution of your extended thought leadership content with your followers. Instead of the 700 character maximum in place for a LinkedIn post, if you publish an article on LinkedIn’s platform you have 100,000 characters to share your point of view or expertise on a topic of your choice.
When it comes to thought leadership, especially on a corporate level, it is critical to remember that quality greatly outweighs quantity. Prospective clients will be much more impressed with an expert perspective on a niche subject, rather than loads of mediocre content that lacks a clear focus.
Additionally, to optimise your articles’ discovery, be sure to include keywords and relevant hashtags in your posts. To increase engagement as well, you can always include different types of media content into the article. Including captivating images and graphics will boost interaction, since media posts are known to outperform posts consisting only of text.
Last year, in early 2021, LinkedIn released a new feature that they named creator mode, and while it does not directly affect the view of your company’s page it may have indirect implications on how users create, view, and interact with content on the platform.
While your company page cannot be switched into creator mode, since it is not a personal LinkedIn profile, individual thought leaders will be using it to concentrate their profiles around their content, rather than their interactions with people. This will likely translate to more of an emphasis on content on LinkedIn in general, as opposed to it being a social network centred around people.
This focus shift can be very advantageous for your company, especially if you are already publishing quality owned content on your company page. In the very near future, LinkedIn users will come to expect a certain level of content creation for every individual and business using the platform. Thus, if your company is not reaching this threshold, it can negatively impact the success of your company page and, in turn, your business as a whole.
The best way to proactively combat this potential negative outcome is to develop a content strategy your company can be proud of. Publishing high-quality, focused content on a consistent basis will give your business a competitive edge and allow your LinkedIn follower base to flourish in a rapidly changing, digitalised environment.