Why use the platform at all?
When it comes to social media marketing, most companies first think of Facebook or Instagram as a way to be visible to the end customer. However, engagement in social networks is also worthwhile for the B2B segment to address business partners and maintain business contacts. Even if the focus of one’s own company is not on B2B business, social media help to build useful contacts for the future.
LinkedIn is one of the most important social media internationally that fulfill this resolution. Direct contact with old and new customers, applicants, and potential business partners can be established here with just a few clicks and active advertising can be done for one’s own company. But beware: A social media campaign for a platform like LinkedIn is fundamentally different from other networks.
Make strategic decisions early on
Social media with a focus on the business world stand for a more serious appearance and a community with a clear, content-based orientation. When planning a campaign, it is therefore important to define a strategy that fits typical users and the company’s online marketing objectives early on.
Active advertising for products and services is possible but tends to take a back seat. The focus is more on presenting one’s own company to show the benefits of cooperation or establishing contacts. The LinkedIn platform offers applicants various opportunities to present a detailed CV and make themselves interesting to future employers.
Finding the golden path between objectivity and advertising impact is not always easy strategically. Here, the support of an online marketing agency can help to develop suitable ideas and implement them strategically.
For what purposes do you do social media marketing?
As in other social media, your LinkedIn marketing can be aimed at different purposes. Three typical facets of social media marketing with a business focus are:
1. Lead Generation
Generating new leads is something you can approach in two different ways. In addition to using classic advertising media, a well-maintained and active social media account is the best foundation for this. Regularly inform about news and activities of your company, always focusing on the interest of your B2B contacts. Ads placed in parallel can invite direct contact, register for a webinar, or simply leave your email address.
2. Employer Branding
Not only potential customers and business partners on business networks, but also many employees and applicants. Use a detailed presentation of your company to address qualified applicants and make your own company interesting. Always keep in mind: Especially on platforms like LinkedIn, you can find a silent reserve of specialists and executives who are willing to change and who you can inspire about your company.
3. Networking
More than with Facebook or Instagram, the character of the network is in the foreground when using LinkedIn. The platform is ideal for opening up completely new contacts and using them for your professional future. Many a cooperation of today has started in B2B social media and also offers you the chance to establish a variety of exciting business contacts.
Possibilities of LinkedIn marketing
On a technical level, LinkedIn marketing offers you comparable opportunities to the ad programs of other major networks. Typical examples are:
1. Message Ads
Use ads in text form, which are displayed in the thematically relevant environment of companies, applicants, and other contacts.
2. Image Ads
With ads in image format, you have the opportunity to present your company or individual products and services.
3. Video Ads
Professionally created videos allow versatile online marketing, from active online recruiting to modern image films.
More than just marketing
When developing digital strategies for companies, the use of social networks seems to be reduced to social media marketing alone. This is not advisable, especially for a platform like LinkedIn, even though professional marketing concepts can have a recognizable impact on your company’s success.
Instead, think about a full-fledged activity on the platform with good maintenance of your company account. Always keep in mind: when interested in an ad, most viewers will first look at your LinkedIn account and not immediately switch to your website or online store.
Denken Sie stattdessen über eine vollwertige Aktivität auf der Plattform mit einer guten Pflege Ihres Firmenaccounts nach. Bedenken Sie immer: Bei Interesse an einer Ad werden die meisten Betrachter erst Ihren LinkedIn-Account ansehen und nicht gleich zu Ihrer Webseite oder Ihrem Online-Shop wechseln.
If relevant information is missing from your account and the general activities here are manageable, the suspicion arises that you are solely aiming for an advertising effect. Showing real activity and letting the viewer participate in your own digital company life is the better move as an indirect contribution to your online marketing.
Is a LinkedIn campaign worth it for my business?
Getting started with social media marketing is advisable for companies of all industries and sizes. Setting up and maintaining an account in all major networks is possible to free of charge. You pay no money for a multi-faceted and exciting account and still achieve a direct and indirect advertising effect.
Whether the use of ads is worthwhile should be calculated individually, as with all social media. A focus on LinkedIn marketing compared to Facebook and Instagram is worthwhile if you expect better prospects for lead generation or conversion here. A prior analysis of your target group using this network and your strategic goals in social media marketing is essential.
With professional help the best online marketing
As a digital marketing agency, ONELINE is very familiar with the creation of LinkedIn campaigns and the use of other social media. ONELINE recommends relying on professional support, at least at the beginning. This helps to open up suitable networks for the respective target group and to implement the first professional campaigns.
