LinkedIn: a Platform beyond a Recruitment Playground

LinkedIn as a platform has evolved tremendously over the last couple of years and has risen as the best professional Social Networking Platform after it was acquired by Microsoft! Where market was flooded by articles about questioning the decision of Microsoft of acquiring LinkedIn, the platform has truly evolved and it currently has over 610 Million members!

And when we said that the platform has evolved, we were not pointing at those glorified Job Descriptions and definitely not about the rise of the ctrl C + ctrl V of philanthropist and empathetic HR posts (Pun Intended)! We were talking about how the platform has become a major source of Lead Generation and customer engagement especially for the businesses with B2B model.

Over the period of time, the platform has introduced many such features that are targeted to attract daily users and with the rise of engagement of users on the platform, it seems the trick is working! The platform is targeting the best of other social media platforms and is integrating the same on their platform with a Professional Touch! But, when it comes to customer engagement and lead generation, the platform has less to offer organically for the Company Pages (Where only fabricated Company Culture photographs and Birthday wishes are posted) and more for the employees and individuals.

Now to build a foundation to the bridge of praises that we have created for LinkedIn, here are few statistics that prove why LinkedIn is best for generating new leads for B2B Businesses (source):

• When making purchase decisions, 50% of B2B buyers use LinkedIn for reviews and referrals
• 92% of B2B marketers prefer LinkedIn to other social networks
• Every single Fortune 500 company has representatives on LinkedIn

Overall we would say that LinkedIn is becoming a Marketer’s paradise. And the best part, it is a professional platform thus people would not judge or taunt you if you talk business! Apart from that, the generation Z is entering the professional market and for them, LinkedIn is the best source to search for an ideal organisation. So, not only will they use LinkedIn to target companies and recruiters, they will soon have purchasing power and their buying decisions will be highly influenced by the virtual image and the vision of the brand that they have portrayed on such platforms.

Thus, it is not only essential to create a dominating LinkedIn presence, it is also essential to communicate with the users and create a positive image while doing it. So, now the question is how can you do that?

Here are few of the tips that a Brand can use to leverage LinkedIn for Customer Engagement and Lead Generation:

1. Place your Marketers as influencers on LinkedIn:

There are many marketers who are using LinkedIn as a platform to create a persona and become a professional influencer. While some are using the LinkedIn plus platform to publish articles and creating an impact, others are using their network and connections to stay in limelight by helping those who are looking for Job References!

When you build a strong persona over LinkedIn, you can easily connect with the top management personnel of your target company and can build a repo that could lead to a professional relationship in future.

2. Optimise your about section to properly portray your Brand Vision:

While it is not important what you write on other Social Media platforms in the about sections, LinkedIn being a professional networking site, it is essential that you utilise the 2000 words description space properly. It is important as the first thing a user will notice about the profile on LinkedIn is about the company. And the second is the employees working there.

This brings us to the second point, it is essential that all the employees whether they are into marketing or not are registered on LinkedIn and are showcasing your Company name in their current employment. And you also need to make sure that they remove the name once they are no longer associated with the brand.

3. Launch an effective invitation marketing strategy for LinkedIn:

Instead of sending blank or standard invitation request to the prospect clients, it is essential that you personalise each connection request and make sure that you mention all your capabilities and intentions in the invitation. We have also observed people sending their portfolio links in the Invitations and that also can be an effective way of connecting if the targeted profile is actively looking for services that your organisation is catering.

4. Effective use of Hash tags:

The platform has recently made several changes to their algorithm and using hastags to showcase relevant posts is probably one of them! Thus, it is essential that you use all the relevant hashtags while posting promotional material on the platform. But do remember that it is a professional platform and you must not use random hastags that you use on other platforms like Instagram and Facebook. Maintaining a professional dignity is essential.

LinkedIn is adding 2 new users every second and it is now the best time to leverage the platform for lead generation and customer engagement. If you require professionals working your LinkedIn profiles who can employ amazing guerrilla marketing techniques along with sellable content, then contact Nesterzweb Today!