Top 3 Ways to Make LinkedIn a Solid Social Media Investment

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There are a growing number of social media platforms out there, making it a complex and oftentimes confusing venture to determine which one might be the best outreach channel for your social media efforts. Would your company perform best in YouTube, Facebook, Twitter, Instagram, Pinterest, or maybe one of those new niche platforms geared toward highly specific demographics?

You want to ensure that your social media budget is used wisely and that your content is implemented in the most effective manner possible. That’s why we point to LinkedIn as one of the best options for practically every organization out there.

Why is LinkedIn an Optimal Social Platform?

LinkedIn was specifically designed to help business professionals connect, interact, and nurture mutually beneficial relationships. While straightforward advertising and “spammy” approaches to outreach won’t go far, it is an excellent platform for social engagement and relationship-oriented messaging.

  • LinkedIn has more than 722 million users in more than 200 countries and territories. 84 million of those are in the US alone.1
  • Businesses marketing on LinkedIn has generated 277% more leads on average than those engaged in Facebook marketing alone. B2B marketers also reported that LinkedIn is responsible for 80% of their social media leads.2
  • 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social, making it the most-used platform in both content distribution types.3

Knowing the opportunities LinkedIn offers for your social media marketing, what are some key ways to leverage the platform?

3 Ways to Harness LinkedIn for Your Social Outreach

  1. Be Transparent & Thorough – LinkedIn allows professionals and companies to share comprehensive profiles that can convey plenty of relevant information about work history, personal interests, special certifications, peer relationships and feedback, accomplishments, and much more. Take the time to build up a more complete page for your organization and team members so it’s easier for others to see your background and understand why you’re on the platform in the first place. Professional photos and well-written content can also go a long way to good first impressions.
  2. Proactive & Personal Engagement – Once on LinkedIn, the most effective strategy is proactively reaching out to peers and industry influencers, commenting on their posts and even directly messaging them with relevant questions or content sharing. Do your research to figure out the business decision makers in organizations you want to connect with and then you can strategize social outreach that is geared more to their personal and professional interests and perspectives. This will make your messaging far more effective rather than generic, “spitballing” approaches to your content publishing.
  3. Build Connections & Credibility – Gaining traction on LinkedIn will be directly proportionate to the time and effort you invest in it. You don’t have to sink endless hours, but the more thought and time you do spend will make the results more aligned with your growth goals. Consider this a “quality over quantity” approach. When you establish a professional brand, engage relevant prospects with meaningful messaging, and nurture credibility through trusted relationships, it’s going to provide more valuable return on your efforts.

So when looking for a prime platform to engage in social media marketing, LinkedIn remains optimal for B2B networking and professional growth. Its content is geared toward authenticity, thought leadership, and target market expansion. Are you on LinkedIn? If so, how are you communicating your brand identity to your peers?