Why should your business be on LinkedIn?
LinkedIn was born in 2003 and continues to grow steadily. It has grown from 630 million users in 2019 to 700 million today. Even more interesting is knowing that 97% of users are active and 40% of those use it daily. Already from these impressive figures one can understand the extraordinary growth of LinkedIn and why your business should use it: in other words, there are numerous opportunities that your business can take advantage of with proactive placement on this social. In detail, it is estimated that the typical user stays on LinkedIn about 17 minutes a day. If we analyze the numbers strictly inherent to the marketing world, we find that more than 50% of the traffic directed from social media to business websites in the B2B field comes from LinkedIn (twice as much as competing social).
In addition, visitors redirected from LinkedIn convert more than 3 times as much as those from other Social Media (Hubspot data); 91% of Social Network users recognize LinkedIn as the leading platform for quality content about the corporate and business world; 98% of marketers include LinkedIn in their package of content advertising and sharing activities; and finally among the Leads obtained from Social Networks, LinkedIn has an 80% of conversions compared to 7% from Facebook and 13% from Twitter.
How then to take advantage of this social? Let's look at the top 3 campaigns that we recommend you activate immediately, identifying goals, target audience and type of content:
- Awareness Campaign: aims to increase brand popularity by targeting those who have never known the brand or those who have “forgotten” about the company. It targets the company's reputation through the publication of case histories, press releases, participation in events and all those activities that give visibility and authority to the company;
- Consideration Campaign: serves to arouse interest in the company's products or services in the minds of those who already know the brand and may have purchased in the past. It aims to explain the benefits the product/service offers, the problems it solves and is enabled by the publication of fact sheets, infographics, guides, F.A.Q.'s, video tutorials and the like;
- Campaign Conversion: aims to trigger a physical action, which can be the purchase of the product/service or, for example, the download of informational material in exchange for data such as email or newsletter subscription. It targets those who know the company and is triggered by commercial content such as promos, offers, videos or images with prices.
Want to improve the performance of your LinkedIn page but don't know how? Then contact us and we will show you how to activate campaigns that can give your business digital momentum.
Write a clear and effective bio
Your LinkedIn profile is an excellent place to tell your brand story and connect with members of your community, including potential customers and clients. Making sure you establish your brand's core value proposition within your profile's tagline is an important first step, but you should fill in every available field, including industry, company size, and what it does to provide a holistic overview of your company and its work.
The information section is also a great place to naturally insert keywords relevant to your work and the things your most suitable customers are looking for. When executed effectively, a keyword-focused section can help your company's LinkedIn profile rank in search results. In addition, you can incorporate backlinks from your LinkedIn profile by linking to your blog posts or website pages from your posts, further improving your profile's search rankings.
Mail with cadence
Just as important as the content you post is the cadence with which you post. To make sure you are not forgotten, it is important to post regularly from your LinkedIn profile, even if you cannot do it often. If you post without a traditional pattern, it is much harder to compare one set of data with another. A week with 4 posts versus a week with 1 will not be able to provide useful information. Alternatively, if you post on a regular basis, you can test different approaches and compare data such as content types or posting times that perform better than others.
Learn from LinkedIn Analytics
Check LinkedIn Analytics regularly to improve your LinkedIn marketing strategy. Track post metrics to see what people interacted with most, what drove the most action, and what failed. Adjust your content calendar accordingly.
From the analytics dashboard you can also monitor how people find your page and what sections they interact with. Compare the number of page views your tabs get and, if you run a Showcase page, see how much feedback it is getting. Visitor demographics give you an idea of who is interested in your business. To see how your page is performing compared to competitors, check the Companies to Monitor table. This section allows you to compare your page's ranking when it comes to total followers and new followers. You can also see how many updates each page posts in a selected period and the overall engagement rate.
Address the right audience
One of LinkedIn's most noteworthy marketing tools is its organic targeting option for posts. The page administrator can target posts based on followers' profile data, including organization size, industry, job, seniority, location, and preferred language.
If budgets allow, enhance your LinkedIn marketing strategy with LinkedIn ads. Available in a wide range of formats, LinkedIn ads allow companies to target and reach members outside of their established following. Customization options even allow you to target LinkedIn members by name, which makes all the difference. Sponsored InMail messages have an average open rate of 52%.
Optimize your titles and introductions
Think like a journalist. Concise introductions and catchy headlines are more likely to result in greater engagement. Ask thoughtful questions to engage your audience. Always include a clear call to action, such as a link.
Be helpful and friendly, not commercial. One-sided conversations are no fun. So don't post overly promotional messages. If you post occasional company-related news or product announcements, make sure they offer a specific benefit to your followers.
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Because LinkedIn is the most effective social platform for B2B. It has 700 million users, 97% of whom are active, and generates over 50% of B2B traffic from social media to corporate websites, twice that of competitors. Moreover, visitors from LinkedIn convert more than 3 times compared to those from other social media, according to Hubspot data.
The three main campaigns are Awareness, Consideration and Conversion. The first increases brand awareness through case histories, press releases and events. The second stimulates the interest of those already familiar with the company through guides, infographics, FAQs and video tutorials. The third drives action, such as purchasing or downloading materials, through promotions and offers.
Among the leads obtained through social networks, LinkedIn has a conversion rate of 80%. Facebook stands at 7%, and Twitter at 13%. Traffic is also more qualified: the visitors redirected by LinkedIn convert more than 3 times compared to those of the other social networks, according to the Hubspot data cited.
An effective bio expresses the brand’s value proposition in the slogan and fills in every available field, including industry and company size. In the information section, it is advisable to naturally include the keywords that ideal customers are searching for to improve positioning in search results. Links to blog posts and site pages can be added.
It is advisable to publish on a regular basis, even if not frequently. A constant frequency allows you to compare the data and understand which types of content and times work best. A week with 4 posts followed by one with 1 post, on the other hand, does not provide useful information for optimizing the strategy.
LinkedIn Analytics shows metrics about posts, such as how visitors find the page and their demographics. The Companies to Monitor table compares followers and engagement with competitors. Organic targeting allows you to target posts by industry, location, language, and age range. Paid ads also reach people who aren’t followers; sponsored InMail messages have an average open rate of 52%.
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