LinkedIn is a powerful platform, not just for professional networking but also as a robust marketing tool. However, using LinkedIn for personal purposes differs greatly from leveraging it for business success. To help you navigate LinkedIn’s potential, we’ve compiled this guide, including insights on the newly launched Companies Hub in Campaign Manager.
What is LinkedIn?
LinkedIn is the largest professional social network, tailored for B2B marketing. It enables users to connect with colleagues, industry peers, and potential employers. Companies can promote products and services, generate leads, build brand awareness, and establish thought leadership. This professional focus makes it an ideal platform for reaching potential buyers.
Demographics and Usage
According to LinkedIn:
- Over 830 million users globally, with 70% outside the US.
- The US leads with 180+ million users, followed by India, China, and Brazil.
- Approximately 310 million monthly active users, with 40% visiting daily.
- 60.1% of users are aged 25-34, and 52% hold a college degree.
While LinkedIn’s self-reported data is impressive, remember that these figures include business accounts and possibly inactive ones. Nevertheless, LinkedIn’s ad revenue of $5.91 billion in 2022, projected to hit $10.35 billion by 2027, suggests they’re doing something right.
Culture and Language
Every social media platform has its distinct culture. LinkedIn’s tone is professional and polished, which can make posts feel formal. This environment allows businesses and leaders with distinct voices to shine. Criticism is best handled subtly: “It’s great to see [competitor] innovating. [Our product] remains the industry benchmark.”
LinkedIn jargon can be confusing. For example:
- “Engagements” refer to any user interaction.
- “Senior-level influencers” are users with decision-making influence.
- “Opinion leaders” are participants in the LinkedIn Top Voices programme.
LinkedIn Marketing Tools
LinkedIn offers a suite of marketing tools to help businesses achieve their goals:
Company Page
This is your digital storefront, essential for:
- Brand Visibility: Optimised pages improve SEO.
- Content Distribution: Share engaging content like blog posts and thought leadership pieces.
- Community Building: Interact with followers by responding to comments and engaging with their posts.
LinkedIn Ads
Choose from various ad formats:
- Sponsored Content: Boost organic posts.
- Text Ads: Simple, text-based promotions.
- InMail Ads: Send messages directly to targeted users.
- Dynamic Ads: Personalised ads based on user interests.
- Thought Leader Ads: Posts from employees or experts marked as “Promoted” for wider distribution.
- Live Event Ads: Promote events using video teasers or direct links.
Accelerate Campaigns
A streamlined option for driving specific outcomes like lead generation. It uses AI tools to create content and offers predefined targeting, making campaign setup efficient.
LinkedIn Sales Navigator
This tool aids sales professionals in finding and engaging potential customers. Features include advanced search, lead recommendations, and team collaboration tools.
LinkedIn Analytics
Metrics to evaluate campaign performance, including:
- Audience Insights: Demographics and engagement patterns.
- Content Performance: Reach, clicks, and impressions.
- Campaign Effectiveness: Conversion rates and cost per lead.
- Benchmarking: Compare performance against industry standards.
LinkedIn Stories
Similar to Instagram Stories, they are ephemeral and visually engaging, ideal for sharing behind-the-scenes content or timely updates.
LinkedIn Showcase Pages
Highlight specific products or initiatives to target niche audiences and drive engagement.
Marketing Strategies for LinkedIn
LinkedIn Live
Engage your audience in real-time through Q&A sessions, product showcases, or behind-the-scenes content. Use it to generate leads by collecting contact details during events or running contests.
Employee Advocacy
Encourage employees to share company content. Train them in best practices and reward their efforts to foster brand ownership and build trust with potential customers.
LinkedIn Groups
Participating in relevant groups helps build relationships, network, and demonstrate expertise. Focus on groups aligned with your industry and audience.
Marketing Tips
- Leverage Video Content: Video uploads have grown 34% year-over-year, making them key for engagement.
- Influencer Marketing: Buyers trust expert insights and influencer-led content.
- Targeted Showcase Pages: Tailor content to specific audience segments.
- Engage with Polls: Simple yet effective for boosting interaction.
- Stay Updated on Trends: Use features like LinkedIn Live and Stories to keep your strategy fresh.
- Use Hashtags Wisely: Focus on industry-specific and trending hashtags without overloading posts.
Post-Boosting Tool for Lead Generation
LinkedIn’s new lead generation feature simplifies ad setup. Businesses can attach lead form templates to boosted posts, transforming top-performing content into high-quality lead generators.
Companies Hub in Campaign Manager
The new Companies Hub provides deeper insights for account-based marketing (ABM). It helps marketers:
- Prioritise Accounts: Identify high-value accounts through engagement metrics.
- Tailor Strategies: Target low-engagement companies with focused campaigns.
- Measure Effectiveness: Track impressions, engagements, and leads at the account level.
With Companies Hub, B2B marketers can refine their strategies, achieve better engagement, and optimise their campaigns for success.
