Jun 15, 2015
Many business owners assume that LinkedIn is an effective marketing channel that works only for B2B companies. However, B2C companies can also make use of its content and targeting capabilities to showcase their expertise and win new business. Whether you run a B2B or B2C company, you can implement the following organic marketing and paid advertising tactics for creating lasting engagement and customer loyalty on LinkedIn.
Below, I’ll explain how to create a carefully considered content plan that helps people appear smarter and more clued into their chosen industry and how to make the most of LinkedIn’s quality targeting options.
The most important thing to consider when creating content for LinkedIn is to identify user intent. People consume content on LinkedIn to inform themselves about industry insights, news and best practices. They want to show their peers, their network, bosses and potential employers that they are smart, knowledgeable, qualified and capable. They want to demonstrate that they are continuously learning and honing their skills. Clever marketers will cater to their customers’ and prospects’ needs by creating useful and informative content that helps people get ahead in their jobs and industry.
LinkedIn offers paid for ads and Sponsored Stories. Sponsored Stories appear in the user’s newsfeed just like regular content and therefore do not obstruct the user experience. They also display perfectly across web, mobile and tablet. You can choose to create a text only ad, a video ad or one that includes both text and an image. Visit the LinkedIn Ads Guide to learn how to get started with LinkedIn advertising.
LinkedIn’s paid advertising is a great option if you want to prospect for new leads. This works especially well if you wish to target people in specific industries or roles. It also helps if you want to reach those with specific skillsets. Due to the career-focused nature of the platform, LinkedIn’s paid advertising platform gives marketers a larger range of better quality career targeting options than Facebook or Twitter, for example.
Stay tuned for next week’s article, where I’ll discuss eCommerce and investigate whether selling online is right for your business.
Develop a detailed understanding of key social media specialisms including content marketing, and platforms on which you can promote your content.