The undisputed champion of business networking, LinkedIn reigns supreme when it comes to business and professional connection on social media. Boasting more than 800 million users and 57 million company accounts, LinkedIn is today the most popular professional social platform by a wide margin.
For B2B marketers, 80% of their leads from social networks came from LinkedIn as of 2017 (Source: LinkedIn Business). In 2021, 81% of B2B marketers were using LinkedIn in their social media strategies, but it is also more than possible (and even highly recommended) to use this platform for B2C marketing as well.
In fact, in 2021, 53% of B2C marketers activated LinkedIn as part of their online strategies. (Source, in French: Social Media Examiner 2021 - Social Media Marketing Industry Report,)
This social network is very popular and is becoming almost essential. And, just like any other social network, LinkedIn brings about its own unique advantages and offerings
Whether you are a company in a B2B industry, an agency, or a B2C brand, LinkedIn has never before been a more powerful tool or offered as many opportunities as it does today. Making a place for yourself on this platform becomes vital to be visible and credible to a qualified audience.
LinkedIn allows you to boost your visibility with potential prospects and users. It therefore provides an outlet for frequent, high-quality content to reach a broad audience that is specifically targeted towards your organization's needs.
As a social media manager or community manager, certain features stand out for the opportunities and flexibility they offer.
Among the many features that LinkedIn offers, we have selected for you the most relevant ones to develop the visibility of your brand, generate leads and boost the engagement of your community on this network.
When a user scrolls on any social platform, you only have a second to grab their attention. Boost your likelihood of success by fine-tuning your profile!
To achieve this, you can opt for your company logo or colors as a profile picture and find an image that will create interest as a cover picture. A word or phrase with a colorful background can often be a good start.
While being clear and concise, write a description of your company and its business. Once again, you need to be as effective as possible in enticing the visitor to stay on your page and to learn more about you and your brand.
To really shine on any social media platform, consistency and activity are key.
This is also true on LinkedIn: you absolutely must post relevant content regularly in order to stay on top of things. This also allows you to strengthen your credibility, maintain engagement, and keep ahead of LinkedIn's organic algorithm.
However, keep in mind that quality is still more important than quantity. It is useless to overwhelm your community with too much content that does not interest them. This is where it is important to prepare an editorial calendar and a content strategy in advance in order to anticipate what content and how often you will publish. We recommend a rhythm of two to three posts per week.
Promotion on social networks is a common practice and generally considered to be very effective. It allows you to propel your posts by expanding the reach well beyond what is attainable via organic most of the time. So, if you use this method, be sure to choose which content to highlight and for two reasons:
On the other hand, a well-chosen sponsored post can have a very good impact on your visibility and the traffic of your website. All of this obviously allows you to reach new prospects.
LinkedIn offers advanced targeting options that are particularly effective and efficient and that allow you to sponsor the posts you want in exactly the ways that you want. You will be able to target users according to their sectors, the position they hold, seniority, and more.
This step is among the most important. How do you know where you stand amongst your competitors? What's working and what needs improvement? Which campaigns are the most successful?
Once again, you can access this information on LinkedIn. The LinkedIn Statistics module is quite complete and offers you information on reach, engagement, visits, number of interactions, geographical data.
Do regular follow-ups of your activity in order to analyze all your actions: You will once again gain credibility and show that you are able to adjust to your audience and time.
To push your analysis even further, we advise you to take a look at our Facelift Cloud solution, the leading tool in Europe for analyzing and tracking social media performance in a very precise way.
LinkedIn seems to be an obvious choice for many professionals and positioning yourself on this network more important than ever. However, you need more than a simple LinkedIn page, you need to consider this network as a communication channel with its own strategy and rules. You will need dynamism, regular activity and creative but useful content.