Linkedin Marketing – Your Critical B2B Online Marketing Tool
Linkedin Marketing-Your Critical B2B Online Marketing Tool
- Sponsored Updates allow your posts to become more visible to the LinkedIn community
- Learn the differences between LinkedIn and other social media platforms
- Understand how to integrate Facebook into your social media marketing approach
You may have heard of LinkedIn and what it can do for businesses, but what exactly is it?
LinkedIn can best be described as a business-orientated counterpart to Facebook. Instead of communicating with friends by sharing comments, videos, and pictures, you interact with like-minded business people.
The purpose of LinkedIn is to provide a platform for companies and business individuals to network and communicate. Whether you’re looking for work, promoting yourself or hiring as an employer, LinkedIn offers a service that makes these connections possible.
Overview of LinkedIn’s Marketing Services
Since its inception, LinkedIn has evolved dramatically over the past decade. With a community of over 300 million members, it has become a diverse and multi-functional social platform that lets you communicate with companies and business professionals. Due to the diversity of businesses that are active on LinkedIn, the site has implemented new measures for developing brand awareness and reaching your target market. These types of marketing services range from Sponsored InMail, Lead Accelerator, Sponsored Updates, Text Ads and Display Advertising.
Sponsored InMail allows you to distribute customized messages to your followers and target market. Lead Accelerator allows you to analyze and measure the success of your display ads and sponsored updates, which provides real-time updates relevant to attaining potential leads.
Image Source: hubspot.net
Text Ads is a system designed to make advertisement creation a breeze, this also allows you to tailor a budget according to your needs. Finally, Display Advertising provides an array of ad types that can reach both online and offline clients.
According to blogger and writer for business2community.com, Prasant Naidu, LinkedIn’s marketing features gives members greater control over harnessing their potential leads and converting prospects into paying clients. LinkedIn’s official press release for Lead Accelerator states that” ….effectively reaching, nurturing and converting prospects has only become harder.”
Now that we’ve covered the array of marketing features that LinkedIn has to offer, let’s have a look at LinkedIn’s positioning among other social media platforms like Facebook, Twitter, and Instagram.
Differences between LinkedIn and Other Social Media Platforms
Since the advent of two of the most prominent social media platforms: Facebook and LinkedIn, the comparisons between them have been a key topic for many businesses. As Facebook becomes more sophisticated and accommodating to business owners, the similarities between the two platforms become more evident. Despite this, Facebook and LinkedIn operate within different communities who respond to different kinds of content.
The difference between LinkedIn and other social media sites like Facebook or Instagram is that your marketing strategy has the potential to be more subtle and discreet, as opposed to the clear cut, bold advertisements featured on other sites.
One of the first aspects to remember is to avoid the ‘hard sell.’ The diverse communities within LinkedIn are often comprised of leading executives and high-level management, so they will easily identify a promotion that is too obvious or trying too hard to sell. According to LinkedIn’s own research and statistics, 39% of members are either senior-level executives or above, so it’s vital to make a good first impression with such a demanding audience. Avoid cheap tactics and focus on producing quality content that’s relevant to your brand, which approaches your audience from a neutral and unbiased perspective.
Image source: business2community.com
Due to LinkedIn’s marketing position, their demographic attracts many members employed in senior roles or higher. This can make it difficult for young entrepreneurs to penetrate the system and make connections, as evident by these generational differences.
This is where Facebook thrives. Facebook’s positioning as a casual social media platform lets young people develop a brand that can easily be ingratiated with the site’s user base. Facebook has the potential to bridge the gap between ‘professionalism’ and a more ‘casual’ approach to marketing, which is something LinkedIn currently lacks.
With these resources, the potential for ‘over sharing’ is prevalent between both platforms, so it’s important for business owners to carefully manage the content they publish. According to research company Pewresearch, recent statistics uncovered that people sharing too much information was the no.1 dislike among Facebook users. Below are some more statistics about poor Facebook etiquette:
Image source: pewresearch.org
Each service differs in its approach to ‘friends’ or ‘followers.’ Most people who become ‘friends’ on Facebook know each other pretty well, whereas LinkedIn encourages a large quantity of followers in order to become more visible.
Taking into consideration the differences between Facebook and LinkedIn, approach your marketing strategy with consideration for why people choose each service. This will enable you to deliver content that’s relevant to the social media platform you’re delivering through, which will generate a more positive response with your target audience.