LinkedIn is a professional business-oriented site that’s specifically designed to assist businesses and career professionals to connect. It enables professionals to acquire resources, support, and build successful business relationships with partners, customers, and clients. It’s perfect for company and business owners, freelancers, students, and anyone else who is interested in cultivating their business or career. The site is geared towards fostering strategic relationships as it boasts of members from every industry in the world.
The Rise of LinkedIn
Ever since its debut on May 5th, 2003, LinkedIn has gone ahead to grow from having half a million members to now supporting over 500 million users. Currently, LinkedIn is one of the world’s most popular professional networks on the internet, boasting of members from over 200 states. 60% of these members are outside the U.S. For this reason, LinkedIn is available in about 24 languages, including, but not limited to, English, Dutch, German, Romanian, Indonesian, Russian, Spanish, Korean, Japanese, Italian, French, Turkish, Czech, Swedish, and Portuguese, among others.
Today, LinkedIn is no longer known for its resume and job searching capabilities. It has changed into a flourishing network of powerful influencers, content, and networking opportunities unmatched by other social media networks. As it continues to grow, LinkedIn has embraced some of the applications that other social networks such as FB and Twitter use. However, unlike these other social networks, LinkedIn is a dedicated professional network with a high saturation of enterprise decision makers and professionals.
LinkedIn is quickly becoming a force to reckon with in the fields of B2B and B2C marketing. Not only is it the newest ‘must use’ platform for marketers and brands, but also the best platform for enterprises to communicate and drive action. It offers a broad number of specialized marketing features that cater to professionals. Some of the marketing tools provided by the platform include:
- Company Pages
Company pages are similar to “fan pages” on Facebook. LinkedIn allows brands and companies to establish their online presence for free. Those companies with relevant content enjoy the possibility of attracting followers and creating awareness.
- LinkedIn Ads
LinkedIn ads are the platform’s native advertising solution. LinkedIn provides users with an easy to use advertising dashboard known as “campaign manager.” It allows users to create, measure, and optimize all of their advertising campaigns from one place. Users also have a selection of ad options, including sponsored content ads to promote their content on LinkedIn.
- Video Marketing
Video marketing is new to the LinkedIn platform. Videos up to 10 minutes long and are supported with LinkedIn’s algorithm which promotes videos over other types of content. Also, video posts get shared 20 times more than non-video posts, making them ideal for sending a message.
- Audience Network
The LinkedIn Audience Network is a feature that allows a user’s ads to appear outside of the LinkedIn network onto other third-party platforms and websites on the internet. It primarily will enable marketers to boost the reach of their ads beyond the LinkedIn platform.
- Matched Audiences
Matched Audiences is a LinkedIn feature that allows users to leverage a set of targeting capabilities, namely website retargeting, account targeting, and contact targeting. They provide the user with the unique ability to combine LinkedIn’s data with the user’s own data to reach the right audiences.
What Marketers Can Gain from LinkedIn
- High Conversion Rates
Compared to other sites, LinkedIn offers advanced filtering, specialized lead nurturing, and the right audience. All these guarantee higher conversion rates compared to other social media platforms.
- Lead Nurturing Capabilities
LinkedIn is equipped with a lead accelerator feature. This feature enables marketers to track high net-worth leads and target them. It also offers features such as remarketing and list-based advertising to recent website visitors. All these features help the marketer to nurture leads before they become actual customers.
- SEO Juice
It’s a known fact that LinkedIn dominates the SERPs (Search Engine Results Page). Therefore, a marketer is very likely to acquire organic traffic to their web page via LinkedIn activity than any other marketing platform.
- Easy Connection with Professional Influencers
LinkedIn has over 61 million professional influencers. Therefore, they are most likely to connect with you if your business aligns with their interests. Furthermore, most professional influencers are not in it for monetary gain, so they are not as aggressive.
- Content Marketing
LinkedIn offers marketers the chance to pursue content marketing. Content marketing allows the marketer to delve deeper into their brand and help the audience have an acute perspective of their business. It helps the audience understand the marketer’s brand better. Marketers can leverage LinkedIn Pulse to build their profile and extend their reach within their target audience.
The Power of a Good LinkedIn Profile
If you want to generate any meaningful traction or value from LinkedIn, it’s essential that you set up a great LinkedIn profile. A good LinkedIn profile communicates your identity and what you do in a simple, clear, and concise manner. This enables potential customers, business partners, or employers to find you. Below are some of the reasons it’s essential to have a good LinkedIn profile.
- Expands Your Success
LinkedIn increases your brand’s connections and expertise. It opens doors to potential clients, partners, customers, and referrals. The best part is that all these assets are at your fingertips.
- Your Profile shows up at the Top of SERPs
There is a high probability that people are searching for you on all manner of search engines to learn more about you. LinkedIn gives you the freedom to control what potential clients, employees, and competitors learn about you. You get to outline your strengths and more importantly, information about your brand.
Having a great LinkedIn profile can help you attract some of the best talents and recruit candidates suited for your organization. Simultaneously, you can catch the attention of prospective employers who might hire you due to your attractive LinkedIn profile.
The Future of LinkedIn
One of the primary reasons LinkedIn remains versatile is the fact that its designers don’t change its functions and outlook often. Moreover, there is no doubt that LinkedIn is a professional marketing platform. If you are a marketer, then LinkedIn may be an essential platform for your business. If you are not on LinkedIn, then you should consider joining and creating a profile to start leveraging the free benefits offered by the platform.
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