Companies have every interest in being present on professional social networks. In this field, with more than 790 million members worldwide, including more than 23 million in France, LinkedIn has become an essential platform. Using it for marketing purposes has advantages but requires some mastery. Let’s make the point.
LinkedIn: all about this professional social network
Created in 2002 and since then acquired by Microsoft, LinkedIn is one of the largest social networks in the world. Specialized in professional and commercial relations, the platform is available in 24 different languages and in more than 200 countries. It is aimed at companies, job seekers or even recruiters. It works from a personalized page, created by each user, where studies and professional experiences are detailed like a CV.
Originally, LinkedIn was primarily used as part of a job search. Over time, the social network has evolved and its audience has modernized, especially following the health crisis. Now bring together companies looking for visibility or aspiring to promote their brand, but also professionals who want to expand their network.
LinkedIn: a real marketing lever for companies
LinkedIn is now a real marketing lever for companies. In fact, beyond the possibilities offered in terms of recruitment, the platform allows it acquire visibility and notoriety. In addition to this, LinkedIn offers organizations the opportunity to demonstrate their competence. They can share articles or other content (videos, white papers, infographics, tutorials, etc.) about their industry or business, and thus demonstrate their knowledge in the field. Also, LinkedIn is a great tracking tool. You can inform yourself about potential customers, the market and competitors and act accordingly.
Marketing on LinkedIn: How to do it?
Goal definition and target analysis
For starters, it’s essential define your goals (build your brand awareness, improve your reputation, generate qualified leads…). You also need to understand the expectations and needs of your target audience in order to be able to meet them.
Creating an eye-catching page
Your company page must be attractive. Maximum information must appear, all in a synthetic way (core of the activity, products/services offered, number of employees, registered office, company logo, website, etc.). A comprehensive Company Page helps gain exposure in search results, both on and off LinkedIn. Feel free to use terms and phrases that your target audience is likely to use.
Posting relevant content
A successful LinkedIn marketing strategy necessarily implies publication of regular and above all relevant contentt. The consistency and quality of your content on the net can make or break your reputation, hence the importance of paying close attention to it. Feel free to use images and videos to grab your readers’ attention and retain them. You can also encourage your collaborators to like and share posts to increase their reach.
Evaluation of marketing strategy
Finally, if the implementation of the marketing strategy is essential, its evaluation is equally important. LinkedIn offers statistics, allowing you to analyze the performance of your page (impressions, clicks, engagement, etc.).
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