Marketing on LinkedIn: how to attract potential clients
Marketing on LinkedIn is a powerful tool for finding and attracting B2B clients. As the largest network for professional interactions, the platform greatly simplifies promotion for those in this field.
The main advantages of LinkedIn are its focus on business connections and the availability of the necessary functionality. There are more than 830 million users of the social network, 40% of whom visit the site daily. This opens up significant opportunities for attracting clients.
LinkedIn tools
With the right approach, all interactions on LinkedIn can form part of a marketing strategy. The company page is the key tool in this case. It fulfils the following functions:
1. Business showcase. Through the page, the company can showcase itself to potential customers and partners.
2. Brand visibility: Optimising the page increases the company’s search engine ranking.
3. Content distribution. Publishing interesting and relevant content for the target audience helps to raise awareness and encourage engagement.
4. Community building. A page is an effective tool for bringing people together and facilitating interaction.
Regular publications and communication with users can increase brand awareness and attract new customers.
However, developing a page requires effort and time. If a business wants quick results, it can use LinkedIn advertising.
The social network offers various formats for this promotional option:
– promotional content – promoting organic publications;
– adverts that are placed in the feed;
– InMail adverts send messages directly to a targeted audience;
– personalised advertising campaigns aimed at specific categories of consumers;
– influencer marketing involves cooperating with opinion leaders or experts;
– promotion of live events through influencers or sneek peek spots.
All of these tools allow you to achieve relatively quick results. However, paid advertising requires an investment that can be challenging for those who are new to the market.
How to improve marketing effectiveness
When it comes to the best practices for marketing on LinkedIn, video is the leader. 63% of social network users say that watching short videos has helped them to make a purchasing decision. Videos presented by opinion leaders are highly trusted.
Influencer marketing is gaining momentum on all platforms, including LinkedIn. A key consideration here is choosing the right opinion leader. They should be close to the target audience.
Maintaining user engagement is also important. Tools for this include surveys and publications that encourage audience interaction. Active interaction between the company and its audience helps to build trust and increase loyalty.
In addition, using hashtags can improve the company’s visibility. These can be branded, mentioning the company, or industry-specific. The latter allow you to expand your reach and improve your position in search results.