LinkedIn, Should I be using for my business?

 

I am delving deeper into LinkedIn marketing as we start to work with more Business to Business (B2B) companies.

I know from personal experience how powerful a tool Linkedin is. Back in my sales days (13 years ago), we used Linkedin to gather all of our leads and develop a successful call list. The tactic was to make a list of the companies we wanted to work with, identify the decision-makers’ titles, and use the advanced search feature on LinkedIn to find the name of those decision-makers. Although this method still works, it hardly scratches the surface of the valuable resource LinkedIn can be used as today. Analyzing monthly reports for my clients, I have personally noticed that the LinkedIn business profile receives significantly more reach and engagement for my B2B clients over social platforms Facebook & Instagram.

 

I recently listened to an interview with Michaela Alexis, LinkedIn Expert, on the Social Media Examiner’s weekly podcast. It was eye-opening and made me think it’s time to revisit Linkedin for more clients. I highly recommend giving it a listen and have listed some of my personal takeaways below (click here to listen):

45% of internet users who make more than $75,000 per year use LinkedIn.

4 out of 5 LinkedIn users drive business decisions at their companies. If you’re selling B2B, that should get you excited!

 

With the pandemic and the new work from home culture, people are spending more and more time online and using LinkedIn as a workspace to connect with colleagues and potential business partners.

 

In addition, there has been a shift in the content being shared on LinkedIn, from only professional to a bit more casual, real content centered around the workplace and career challenges as we all navigate this new work from home culture. Let’s face it, our work persona is gone now; we’re taking meetings from our office bedroom with kids crawling up our backs and dogs barking. It’s all become more human. 

There’s been a shift from connecting with the most influential people to connecting with people who can help you learn and grow.

Use hashtags that your ideal users might be searching. A good tip for Instagram as well!

LinkedIn Live is available. To get access to it, you will need to apply. To improve your chances of approval, you’ll need to enable two-factor authentication on your account. Linkedin Live isn’t as easy as Facebook & IG. You’ll need to use a 3rd party application to go live, such as Restream, Socialive, Streamyard, and Wirecast. Go live with a moderator to actively engage with the audience. I don’t have much experience with this today, but you can check out the LinkedIn Help Page for more information. Click here to view

LinkedIn Stories. Linkedin Stories allow members and businesses to share images and short videos, which Michaela likened to an ice breaker. Stories are only available on LinkedIn mobile and are in the beginning stages; they work very similar to Instagram stories without all the fun bells and whistles. The format is 20-second videos or images that stay active for 24 hours and then disappear. The beauty of jumping on these is not many people are using them, and you can increase your visibility without cost. Even if people don’t watch them, they’ll see your face on their mobile app. You can consider that a touchpoint. One thing to note is to keep it professional, and if you ask a question, only your followers can respond to it.