How do you plan on leveraging LinkedIn for your business in 2024? Social media plays a major role in today’s marketing strategies and in promoting your business, but this goes far beyond potentially using Facebook/Meta, Instagram, YouTube, TikTok, and/or Twitter/X.
Particularly if you are a B2B company, using LinkedIn presents some unique, powerful opportunities. Success relies on understanding the platform, who is using it and why, and how to offer high-value, dynamic content in such a way that you stand out from the crowd.
People use LinkedIn differently than other social platforms; primarily to stay abreast of news and current affairs and to research companies, brands, and products.
LinkedIn has evolved since its humble beginnings as a platform used just by recruiters and job seekers. Now, as well as this, in 2024 it is a highly engaging, robust channel used by B2B and B2C marketers and offers exciting opportunities for brands to connect, engage, grow, and succeed.
Professionals use the platform to share, explore, connect, and otherwise interact with a focus on professionalism, their careers, and their working lives.
LinkedIn in 2024
- 2.7 million companies post on LinkedIn every day[1]
- 80% of B2B businesses use LinkedIn Advertising[2] – a leading audience targeting platform with ads that can reach almost 15% of the world’s population[3]
- LinkedIn is used by 96% of B2B content marketers for organic social media marketing[4]
LinkedIn is the “social media platform of professionals”. It is the most trusted social platform by US consumers[5]. Used primarily by executives and other white-collar workers aged between 46 and 55 years, it prioritises organic B2B marketing strategies on a global scale. Favoured content tends to be long-form and speaks to users’ core values. As such, it is highly significant to audiences in the professional sector.
Using LinkedIn for marketing can be extremely effective. Doing so enables you to reach a large, highly targeted professional audience of people from your industry and associated sectors, as well as with similar goals and interests. It is also reported by a majority of content marketers to produce the best organic results of all social channels.
Is marketing on LinkedIn expensive? It can cost more than other social platforms, but the high quality, targeted audience your posts reach on a per-click basis more than justifies the investment – the potential returns for your brand are worth it.
The Power of Storytelling on LinkedIn
Did you know that prioritising blogging delivers marketers 13 times more positive ROI?[6]
Storytelling is a very powerful strategic tool for marketing success and the most powerful technique currently employed on LinkedIn.
More than two-thirds of people prefer to learn about companies, brands, and products through articles as opposed to ads.
Consider your all-time favourite, most memorable ads from TV or in the cinema. Chances are they told a little story – recall some of our iconic local ads over decades years, including:
- The Solo Man
- Louie The Fly
- Not Happy, Jan!
- Toyota Hilux – “Bugger!”
- Antz Pantz – Sic ‘Em, Rex
- Cottees – My Dad Picks The Fruit
- Aeroplane Jelly
- Happy Little Vegemites
- Mum’s Doing a Lamb Roast – No to a Date with Tom Cruise (yes, it was a long time ago!)
- Rhonda and Ketut
You too can leverage the power of storytelling on LinkedIn, to showcase your brand and its human face, values, goals, and authority. Stories told the right way will captivate attention, trigger emotions, create a sense of community, and can very effectively convert leads. The key to doing this successfully on LinkedIn requires:
- A punchy title
- Emotive language – including humour
- Positive stories
- Gripping narratives
Share motivating, inspiring, uplifting, entertaining stories and watch your audience come on board for the adventure.
Video Marketing & LinkedIn
Video is a (not so secret) weapon for marketing. It meets the needs of the majority of audiences, who prefer not to read but to absorb information via a more personally-passive visual and auditory experience. When the content is dynamic and engaging, watching a video requires little of the patience and focus that reading text does and can hold a viewer’s attention for longer.
Use video on LinkedIn to host live Q&A sessions, present product demonstrations and showcases, explainers, behind-the-scenes, testimonials, and more. Offer a range of content including shorts and longer videos and always be authentic and on-brand.
Tips to Optimise Your LinkedIn Profile
- You need an eye-catching, compelling company profile – a unique digital persona that manifests your brand identity, values, goals, and essence. Update your cover image at least every six months and ensure you complete your profile.
- Define your strategic goals – your key objectives will inform your strategy including targeting, content, engagement, and more. Possibilities include increasing brand awareness, establishing thought leadership, generating leads, or triggering conversions.
- Identify your audience in depth – who are they, where are they, what are their pain points, what solutions do they seek, and how can you particularly serve their needs?
- Content creation – it must be relevant, engaging, of high quality and high value, and prompt action. Arrest your audience’s attention through being visually appealing, informative and/or entertaining, clear and concise, insightful, and compelling. Include visual elements, relevant hashtags, and pertinent industry trends.
- Prioritise brand awareness – this means maintaining a consistent but not spammy presence on LinkedIn. Newsletters, blogging, snippets, updates, and insights all have a role to play.
- Track, analyse, and refine results – LinkedIn Analytics gives you an overview of the performance of your page and your posts. This allows you to refine your approach, uncover why page performance might have dwindled, and even experiment to understand what works best for you and your audience.
- Be Human – as for any other social media platform, presenting as the human “face” of your brand and company is crucial. While AI indeed has a role to play, human connection, content creation, and engagement remain essential.
The Future is wide open – and in time we will likely see everything from AR and VR Integration to AI-powered personalisation, gamified content, ephemeral content, a sustainability focus, podcasts, interactive live events, and much more developing. Knowing which is right for you and how to avail of it is the key to success.
Speak with a Strategist
Need some help leveraging LinkedIn to your best advantage?
Dot-to-Dot Digital can help!
We are an experienced team of creative, tech-savvy strategists who understand the ins and outs of digital marketing in Australia and globally in 2024. With a focus on the future of digital marketing, we are your ideal partner as you navigate the often complicated strategic digital space.
We make the entire process simple for you!
Chat with a Dot-To-Dot Digital strategist today!
[1] https://www.linkedin.com/pulse/linkedin-marketing-strategies-2024-businesses-dont-want-ldovf/
[2] https://localiq.com/blog/social-media-statistics/
[3] https://blog.hootsuite.com/linkedin-marketing-strategy/
[4] https://contentmarketinginstitute.com/2020/09/b2b-industry-benchmarks-budgets-trends-research/
[5] https://localiq.com/blog/social-media-statistics/
[6] https://blog.hubspot.com/marketing/business-blogging-in-2015
