What platforms are you currently using for social media?”
“Right now we use Facebook and Instagram mostly. With some Twitter.”
“What about LinkedIn?”
A lot of businesses forget about social media channels outside of the big three. Some companies include Pinterest, and a lot have moved away from Snapchat with the addition of stories to Instagram, but a ton of companies neglect LinkedIn.
And for some it’s easy to forget about LinkedIn, it’s not as popular as Facebook, it’s not as active as Twitter, and not hip and sexy like Instagram and Snapchat. But, the one thing that LinkedIn does have going for it, is a large active user base of business minded professionals.
It’s astounding to me the number of B2B companies focusing their marketing efforts on traditionally B2C platforms like Facebook, Twitter, and Instagram and rarely, if ever post on LinkedIn.
And while Snap Inc’s IPO got lots of media attention this year, most people forget last year LinkedIn was acquired by Microsoft for around $26 Billion. That’s right, LinkedIn the red-headed stepchild of social media is worth almost as much as Snapchat.
LinkedIn has 467 Million users and 25% of those are using it daily. The advantage that LinkedIn has over traditional social media is that it’s the “business” social media. It’s where you go to connect, network and learn more about companies, what they are about, and their employees. So this makes it a great place to put B2B focused content.
Now, LinkedIn, like any other social media site takes time, strategy, and effort to make it an effective tool. But your company’s strategy can largely be the same as any other site. The biggest focus you should have when posting to LinkedIn is providing value to your potential customers. What does providing value mean? Well, it means something different for every company. For example, Process Marketing shares information on what companies should look for when redesigning a website, or how to create a YouTube series that can drive traffic for your business.
Another example might be a restaurant, bar, hotel or brewery showcasing their ability to become and event space. B2B and networking events can be an additional revenue source for the hospitality industry during slow days / seasons. Anything your company can create that can make your company the authority on your services is going to be incredibly effective.
Active LinkedIn users love to share informative content to their connections. We tend to tell our customers that any informative blog post or great infographic is a quick and effective piece of content to start out sharing.
This is probably a no-brainer, but you should also encourage your employees to share company updates on LinkedIn. Their connections might find the content useful and become potential clients.
LinkedIn should be a part of of almost every company’s digital strategy in one way or another. If you’re not sure where to start or want some direction get in touch with us, we would absolutely love to help you get started.
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