{"id":47671,"date":"2023-04-28T10:45:13","date_gmt":"2023-04-28T08:45:13","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=47671\/"},"modified":"2024-09-09T12:21:02","modified_gmt":"2024-09-09T10:21:02","slug":"marketing-on-linkedin-a-101-linkedin-guide","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2023\/04\/marketing-on-linkedin-a-101-linkedin-guide\/","title":{"rendered":"Marketing on LinkedIn: A 101 LinkedIn Guide for Each and Every Brand"},"content":{"rendered":"

LinkedIn, alongside Instagram, Facebook, and TikTok, is one of the most popular social media channels. But it also stands out significantly from other social platforms, which makes it a unique place on the internet.<\/span><\/p>\n

<\/p>\n

At the same time, marketing on LinkedIn is increasingly popular, and that is followed by many misconceptions.<\/span><\/p>\n

In this guide, we\u2019ll walk you through LinkedIn essentials and best practices for brand owners. We\u2019ll also try to clear up some doubts and answer the most common questions related to marketing on LinkedIn.<\/span><\/p>\n

Let\u2019s get started!<\/span><\/p>\n

Why are brands investing in LinkedIn?<\/strong><\/h2>\n

LinkedIn is a powerful social media platform with over 310 million monthly active users (and 900 million users in total <\/span>as of 2023<\/span><\/a>).<\/span><\/p>\n

\"linkedin

source<\/a><\/p><\/div>\n

There are at least a few reasons why marketers spend their time, money, and resources on this network. Among others, LinkedIn can help when it comes to:<\/span><\/p>\n

    \n
  • Building brand awareness<\/span><\/li>\n
  • Growing website traffic<\/span><\/li>\n
  • Generating leads (and driving other conversions)<\/span><\/li>\n
  • Expanding your network<\/span><\/li>\n
  • Sharing knowledge (and learning from others)<\/span><\/li>\n
  • Broadening horizons<\/span><\/li>\n
  • Looking for a new job (or looking for employees)<\/span><\/li>\n<\/ul>\n

    Another important aspect is that LinkedIn users have a clear purpose in mind when deciding to click the blue LinkedIn icon. This channel is definitely not used for mindless scrolling, so brands\u2019 communication is more likely to be noticed by others.<\/span><\/p>\n

    Myth:<\/b><\/span> Brands invest in LinkedIn only because their competitors do.<\/span><\/p>\n

    Fact:<\/b><\/span> With its huge audience, LinkedIn can help brands achieve their business goals such as building brand awareness or increasing conversions.<\/span><\/p>\n

    Should my brand be on LinkedIn, too?<\/strong><\/h2>\n

    The short answer is no.<\/span><\/p>\n

    Shocking?<\/span><\/p>\n

    You\u2019re not obligated to have a LinkedIn Company page.<\/span><\/p>\n

    Before you consider investing in this social media channel, you should answer the following questions first:<\/span><\/p>\n

      \n
    1. Is my target audience actively using this channel?<\/span><\/li>\n
    2. Do I have the time and knowledge to run communication on LinkedIn?<\/span><\/li>\n
    3. Can I achieve my goals faster by investing in other marketing activities and\/or channels?<\/span><\/li>\n<\/ol>\n

      If the answer to the first question is <\/span>yes<\/span><\/i>, but <\/span>no <\/span><\/i>to the second question, you can consider initiating cooperation with an agency that will take responsibility for running your LinkedIn page.<\/span><\/p>\n

      Also, it\u2019s assumed that mostly <\/span>B2B marketers and businesses<\/span><\/a> use this social media channel to achieve their goals.<\/span><\/p>\n

      Even though LinkedIn is mostly used by professionals for growing their networks, sharing experiences and knowledge, and driving interest in their brand\u2019s offer, it can be used for other purposes as well.<\/span><\/p>\n

      For example, it can be an effective HR channel that supports ongoing recruitments and employer branding campaigns. It can also be used for recruitment marketing<\/a>, helping companies to attract top talent by showcasing their work culture, values, and job opportunities. In addition to B2B purposes, LinkedIn can be leveraged by NGOs or other organizations to share their ideas, gather funding, or look for sponsors and partners.<\/span><\/p>\n

      Myth:<\/b><\/span> Only B2B companies can benefit from being present on LinkedIn.<\/span><\/p>\n

      Fact:<\/b><\/span> Almost every brand can take advantage of LinkedIn. However, there has to be a clearly defined goal that can be achieved using LinkedIn.<\/span><\/p>\n

      Your attitude plays the biggest role<\/strong><\/h2>\n

      LinkedIn is based on building networks and sharing experiences.<\/span><\/p>\n

      No matter if you\u2019ll be doing marketing on LinkedIn for your <\/span>personal brand<\/span><\/a> or for your B2B business, you have to be open minded, willing to talk to people and share your thoughts and knowledge.<\/span><\/p>\n

      If you\u2019d rather sit quietly and hide behind your LinkedIn Company Page, let\u2019s be honest \u2013 you won\u2019t be successful.<\/span><\/p>\n

      Because what counts on LinkedIn are connections.<\/b><\/p>\n

      You have to reach out to people, share your failures and achievements, comment on their successes, ask for their opinions.<\/span><\/p>\n

      Also, it\u2019s usually people who are more visible on LinkedIn rather than companies. That\u2019s why you should have at least a few front-line players who will speak on behalf of your company and make it recognizable.<\/span><\/p>\n