LinkedIn: More Than a Networking Platform
The platform doesn’t offer its users a traditional social media experience. Even so, it serves as an invaluable place to share content and generate consumer interest in a product. B2B business marketers, in fact, flock to the platform. Nearly 95 percent of them utilize LinkedIn streams to spread the word about product releases and business endeavors.
If you’re looking to diversify your audience outreach, why not consider LinkedIn?
A number of campaigns have already found success on the platform. If you pick and choose parts of those campaigns to emulate, you’ll likely find similar success.
Example 1: Tableau Software
The best advertisements are those that don’t look like advertisements at first glance. Whether you’re posting a picture or generating text content for a LinkedIn blog, you want your work to retain value—be that entertainment or information—long after launch.
Take Tableau Software, for example. When the company launched its March 2019 content marketing campaign, it didn’t emphasize a new product. Instead, it announced its social outreach action plan. Tableau used LinkedIn to emphasize the need for corporations to reach out to veterans, the homeless, and other disenfranchised communities. This campaign pulled double duty: it bettered Tableau’s operating communities and boosted the company’s reputation.
With that social outreach angle comes long-lasting advertisement value and an easier path toward audience empathy and engagement.
Example 2: Adobe
Your content needs to be directed towards a specific group of individuals if you want to generate sales. If you operate in a hyper-competitive industry, you’ll need to ensure that your LinkedIn posts catch the eyes of a segmented audience.
Take Adobe, for example. Adobe uses targeted, sponsored content to ensure that its videos and infographics make it onto the feeds of relevant consumers—people who are most likely to use the company’s software daily. Because LinkedIn allows for that kind of specialization, the corporation remains in steady competition with its peers. With all the analytic data in your hands, you can do it, too.
Example 3: Utah State University
You’ve heard the old adage: business (and real estate) is all about location, location, location. Marketing your business is all about location, too, though not in the ways you may think. Emphasizing the locality of your business draws in a localized audience, meaning that you’ll be more readily able to spread your product or services through your community.
Consider the content campaign run on LinkedIn by Utah State University. Utah State took advantage of LinkedIn’s demographic data to segment its audience in a similar way to Adobe. Instead of focusing on sponsorship, though, Utah State focused on geography. As a result, the university was able to spread its product – in this case, job positions – to experienced professionals in the area.
When you utilize your business’ locality, you can draw in clients in your area who are in need of your services. That kind of local work not only boosts your ROI, but it also spreads your reputation to other potential clients in the area.
LinkedIn is more than just a place to find potential employees. It’s as strong of a marketing platform as it is a networking one. You just have to use its data, posts, and outreach to your advantage.
Image attribution: metamorworks – stock.adobe.com