MARKETING EDUCATION

The Business Case for Using LinkedIn

WRITTEN BY JACK BARRON | MARCH 5, 2020 | 10 MIN

LinkedIn has been around since 2003, and over the years, it has become the dominant social network when it comes to the business world. Today, there are more than 740 million members in 200 countries worldwide who use LinkedIn. However, that doesn’t mean every business or professional sees the value of it.

Many tech startups and B2B-focused brands don’t think LinkedIn will do anything for them, so they turn to other platforms instead. Facebook, Twitter, Instagram, and TikTok are all great social media websites, but none of those were specifically designed for businesses and professionals, like LinkedIn was.

If you’re on the fence, consider this, 45% of all social media traffic to a business’ website comes from LinkedIn. Not only that, 59% of B2B marketers generate leads using LinkedIn, compared to only 26% on other platforms.

If those stats weren’t already enough to convince you, then keep reading. We’re sharing even more mind-blowing statistics so you can see why LinkedIn is an invaluable tool that your business shouldn’t wait to start using.

12 Reasons you should be using LinkedIn

Raise Brand Awareness

First and foremost, LinkedIn is an excellent tool for raising brand awareness. Whether you’re looking for followers, investors, partners, or employees, there is no better place to start. You can post blog posts, status updates, videos, and other media to engage your audience.

That would explain why 97% of B2B marketers use LinkedIn as a critical component of their marketing strategy. LinkedIn is a must, especially when you are trying to grow your audience and reach organically.

Show Off Your Products and Services

LinkedIn is constantly improving and adding new features, and one of our favourite to come out of 2020 is the product pages. These are pages you can create under your business’ profile to highlight specific products along with reviews you’ve gotten from past customers. This is a great tool to generate leads, so it’s not surprising that there are already 10,000 B2B software product pages.

Establish Your Authority

With LinkedIn, you get an incredible opportunity to establish yourself as an authority in your industry. This is especially important for startups and small businesses. If you simply try to rely on your website or your other social networks, then you’re missing out on establishing your credibility.

But it’s not just about building your authority in your industry. It’s about making your authority online. According to Moz, LinkedIn has a domain authority of 100, which means regularly posting and having a profile will increase your brand’s overall online presence.

Leverage Your Existing Network

If your brand has gained traction on other social networks or through other means, you can use that as leverage on LinkedIn. Engage with clients or employees to drive more traffic to your profile.

Become a Thought Leader

Other platforms allow you to communicate directly with your audience, but it’s not the same as what can be accomplished on LinkedIn. The fact is that people go to this site to learn about business, have meaningful discussions, and share their career insights. So if you or your brand has ideas to share, this is the place to do it.

Gain Connections Like Never Before

Connecting with other professionals and brands has never been easier, thanks to LinkedIn. And contrary to popular belief, it’s not just people who are seeking employment. There is a rich community of high-level professionals like presidents, CEOs, and senior executives.

More precisely, there are over 61 million senior-level influencers actively using LinkedIn as of 2021 and 65 million decision-makers. These are people you want to be connected with, but if you stick to traditional networking methods, you’ll be lucky if you ever have the chance to meet.

Showcase Brand Trust

Companies sometimes underrate brand trust, but consumers don’t share the same thoughts. Now more than ever, consumers place more importance on trust, transparency, and a brand’s values than other factors. A recent survey by Oberlo drives this point home, revealing that 86% of respondents say authenticity is a significant factor when deciding which brands to support.

LinkedIn gives your brand the chance to show off how it interacts with other brands and professionals. This can be accomplished in many different ways. You can receive recommendations or endorsements from clients you’ve worked with, and you can show off your portfolio of work or keep followers up-to-date on your current projects.

Get the Engagement You Want

One of the top metrics marketers look at when it comes to social media is engagement. If you’re sick of seeing 1% engagement results or rarely any at all, then you should turn to LinkedIn. The users on this site want to engage with like-minded professionals and brands they care about, and there are many ways to get it.

Many companies see the most engagement from their employees, accounting for 30% of their results. The type of content you post can also have a massive impact on your engagement. Posts with images will perform 2x better than those without, and if you choose to live stream, you’re looking at 7x more reactions and 24x more comments!

Connect with Top Talent

When it comes to recruiting top talent, the internet, in general, can be overwhelming, but LinkedIn makes this easier. Not only will you get a comprehensive look at applicants if you post a job, but you can just reach out to people who you feel would be a good fit for your company.

Educate Others

As a business owner or top-level executive, you and your brand have something to offer. No matter your industry, there is something you can teach others, and LinkedIn allows you to do just that. Depending on your membership, you can create your LinkedIn Learning course or promote educational content you’ve made on other platforms.

Host live events like webinars or tutorials directly on the website, or just start an educational conversation in a post. LinkedIn is so unique that you can choose from endless possibilities as to how you want to share knowledge with your audience.

Get the Most Out of Your Lead Generation

If you’ve been leaving LinkedIn out of your company’s lead generation strategy, you’re losing out on significant results. A study from Hubspot showed that LinkedIn is 277% more effective for generating leads than its competitors. What’s the reason behind these incredible results? It’s a community that has the exact leads you’re looking for.

There’s no other place you can access so many potential B2B clients in one spot. But it’s not just about generating leads. You want to convert them too. Fortunately, LinkedIn can help you perform better in that area too. When compared to other major ad platforms, including Google Ads, LinkedIn results in 3x more conversions.

Find the Clients You Want

Did you know that 55 million businesses are on LinkedIn? Whether you’re a SaaS brand that focuses on B2B or a startup that needs clients, you won’t find a better place to meet these people than LinkedIn. Even if you don’t fall into this category, hundreds of millions of individuals might benefit from your services.

Don’t Wait to Grow Your Reach

It’s simple. No other social media platform can increase your brand’s exposure and authority quite like LinkedIn. With so many accounts to keep up with, you might think LinkedIn isn’t worth the time or effort, but you’d be wrong.

This platform allows you to grow in many ways, not just monetarily or by attracting new customers. You’ll establish credibility, expand your brand’s reach, and get leads you wouldn’t usually be able to connect with all in one place.

Whatever your business, making LinkedIn an integral part of your marketing and social media strategy shouldn’t be ignored. Start today to see what a difference it can make for your brand.

JB
Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

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