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Using LinkedIn as a Marketing Tool
We all know the power of LinkedIn. It’s a phenomenal networking tool. It’s a platform that allows you to connect with businesses and people who are relevant to your career, as well as a way for the right employers, hiring managers, and recruiters to find you (or for you to find the right candidate).
While LinkedIn can do a lot to further your own personal career progression, it can also do a lot for your business. Even as LinkedIn is becoming more like Facebook, it offers some unique opportunities. It’s another platform for marketing to take advantage of.
Here are just a few ways for you to use LinkedIn as a marketing tool.
Become a Thought Leader
Posting content on LinkedIn can further your own reputation in your industry, as well as that of your business. You can share articles and add interesting commentary, or you can write your own posts that show off your expertise. Get a dialog going with your community, and you’re one step further to being touted as an expert.
As you gain a reputation as a thought leader, your business will, too. People will want to know more about where you work, and the kind of work you are doing. Before long, your business is a reputable, coveted place to work.
All of this comes from expressing your thoughts eloquently and engaging in discourse with the people who choose to respond. And if those people do choose to share your posts, you can expand that reach beyond your own connections.
Because LinkedIn is first and foremost a social platform, it is commonplace to send messages. And while you can send paid InMail to your connections, profiles offer an additional opportunity.
You have access to work history, education, skills, and more within your own network. You can write personal messages to these people to engage with them on a deeper level, expressing whatever message you need to convey for your particular campaign.
There are also groups on LinkedIn that you can join which allow members to post to a certain collection of people. While this is a more generalized approach, you can tailor your posts to the kinds of groups you belong to. For instance, your message to a marketing group may be different to one for business owners in your region.
Like many other social networks, you can create an entire ad campaign on LinkedIn. You can target specific metrics with content to promote a certain facet of your business, or even run an awareness campaign. If you’re unsure about copy, imaging, or other aspects of the campaign, you can test different versions and assets to see which performs better.
With proper data analysis, you can tailor future campaigns even more effectively and ensure that you have the reach you want.
Because people are scrolling on their LinkedIn feed and engaging with others in more ways than traditionally thought, these campaigns are able to reach the right people and lead to returns you may not think you can find on this platform.
As LinkedIn continues to grow and adapt, there will be even more opportunities to use the platform as a marketing tool. If you’d like to find a marketing professional who will stay on top of this trend and more, please reach out to our expert recruitment consultants today. You can also submit a job spec here.