Linkedin is used by 83% of B2B marketers and 51% of B2C marketers, for it is to be primarily focused on the professional connections, such as all those to engage as investors, employees, partners, and professional contributors. The main types of content it supports are text documents, though it may be used to link videos from Youtube or PPTs from Slideshare too. It is mostly a great network to build thought leadership among the industry professionals by arousing issues and participating in discussions.

As with all social networks, you should craft a strategy plan stating the marketing goals to be attained through this platform, the strategies, tactics and metrics to execute and monitor the development of the plan. When doing this strategy plan, you should consider these tips:

  • You may use it to connect with corporate partners and professional contributors
  • Use it to announce job vacancies and innovation challenges for professional contributors
  • Linkedin company pages offer a platform to share diverse types of content
  • Encourage employees to set their account and connect to the corporate page so as to use the platform for sharing information and contents among staff members
  • Use it to invite qualified stakeholders in the industry or mission driven events you organize.
  • Prioritize content quality over quantity so as not to overload the already busy receivers
  • Participate in groups’ discussions to grow your professional network, build thought leadership and stay updated with industry trends.
  • Create a group to be used as a board for publishing news and holding discussions for all professional stakeholders. Invite them to join the group, explaining the benefits of doing so.
  • Use targeted Linkedin updates, through which you may segment updates based on company size, industry, position, seniority, location, etc. to publish updates to a user’s homepage.
  • Use Linkedin admins to get metrics for number of followers targeted, impressions, clicks, shares, and engagement after 24 hours.
  • You may use three types of advertising: Linkedin in marketing solutions, featuring graphic ads with guaranteed delivery; Inmail linkedin, mailing to a qualified list of targets; Linkedin ads, segmented advertising based on CPC or CPM. You may target various specific audiences, using their language for a more effective impression.
  • Take advantage that posting in Linkedin you may automatically publish in your Twitter account, taking into account that the targets are to be the same in many cases.

Would you consider other target roles, content types or strategy tips?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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