09 Feb Putting LinkedIn to Work for You | Social Media Marketing
When we talk about social media marketing, Facebook is usually the first platform that comes up. Everyone’s on Facebook, after all, and its benefits are pretty obvious.
Using Twitter for social media marketing is also widespread for businesses, even if some businesses still haven’t quite figured out how to get value from that platform.
But what about LinkedIn? Can a business actually put LinkedIn to good use – or is being on that platform a waste of time?
LinkedIn’s Role in Social Media Marketing
To be honest, LinkedIn isn’t like Facebook. It’s not a general purpose, mass-market platform that you can use to reach everyone.
LinkedIn’s audience is primarily professional. People get on LinkedIn not to share stories about their personal life, or post pictures from their vacations, but to connect with other professionals and build business connections.
This means your overall approach is different, which means some businesses just aren’t a good fit for LinkedIn. If you sell mass-market products, for example, you’re probably not going to be on LinkedIn. If you are a business like a restaurant, a gym, or another place like that that has broad appeal, you probably won’t benefit either (unless you are targeting executives for a specific campaign, for example).
LinkedIn works best for businesses that are either in the business-to-business space or could benefit from targeting specific people in specific roles in other organizations.
How You Can Use LinkedIn Effectively
First, identify the people whom you would like to connect with.
Then, create a compelling reason for them to connect with you. The next step is to build connections based on this premise. It’s best to offer something for free, like a video, a white paper, an article, a blog, or something along those lines.
While you’re building connections on an individual basis, start posting informative posts to LinkedIn’s native advertising platform. Link to your website and your blog, but make sure these posts are truly informative. Tell stories if at all possible. Be helpful and engaging so that people will want to share them.
Also, use LinkedIn Groups to spread your message. There are tons of groups out there that may fit your audience’s demographics.
If you determine that LinkedIn is appropriate for you, the above tips will help you get off to a great start.