The most professional social network can be your best ally

By Dalia Carbajal Tw: @daliaa_s

 

You may be wondering, use LinkedIn as a campaign asset? The answer is yes.

Most people or those who are not close to concepts of digital marketing and the world of social networks, only focus on using the LinkedIn platform to search for a job, recruit staff, create a profile that summarizes all their professional experience or even to be informed of the steps of those big companies.

It seems very difficult to believe that brand awareness and the positioning of any product or campaign can be successful on such a platform.

However, this network allows you to learn to take advantage if you know it thoroughly. Here are some insights for advertising on LinkedIn:

First of all, make sure to differentiate a profile and a LinkedIn page, yes, a profile is the one that you would normally use, and the page is the one that would be used to highlight a product brand, company, agency, etc.

If the brand is dedicated to B2B or offers services that are attractive to professionals, LinkedIn should undoubtedly be part of your media strategy.

It is important that you ask yourself, does it match your brand? If the answer is “yes”, then you have come to the right place.

Perhaps you have to talk a little or a lot about this to your client to get down to work. The most important aspect to take into account: you will find a defined target audience, since you will be able to find millions of professionals with specific profiles, it is the perfect hook for the platform to be part of your digital campaign strategies.

Now, it is not just about being and interacting on the network, let’s forget for a moment that we are creating content for platforms such as Facebook or Instagram. It is advisable to define one or several objectives that mark the line of the content that will be made and published. There is content that can be avoided, such as saying good morning, or sending daily greetings, personal photos or those memes that only you might find funny, you should also avoid images that talk about your products or services that do not add value or really talk about the needs that your potential clients would have.

 

So what should we post on LinkedIn?

 

Once you are clear about the value that your brand or company brings to other professionals, then yes, let’s start by dedicating time to a grid / calendar specifically and exclusively for the content in LN.

There are times when we worry that our publications carry an image, art, a link, something that makes us feel that it will have interactions, views or shares. The reality is that on this platform we can take advantage of the publication of texts.

The texts can have good engagement, but you have to be careful with them, since they must provide valuable information, you can even include questions that allow you to start a debate between professionals or the same people who work in your brand and find the publication. That will generate good engagement among followers and even your non-followers, that’s right, because the network is so large that it allows you to see the activity of those who are not your contacts.

It is important that there is variety on your page, that you dare to post photos or videos, and please, videos that do not exceed 60 seconds. As a tip, consider that the most valuable thing you want to communicate should come in the first 3 seconds, something that highlights the value you can offer to the professionals who will see it. That is to say, you can publish photos of your events, your achievements, your new alliances, the goals achieved in your brand at a bimonthly/quarterly level and you can also take the opportunity to provide reactions to those who are part of your brand or company.

Other types of publications are those in which a call to action is generated, seeking traffic to a blog or a press article that talks about the brand, with a brief copy that clearly and concisely defines what you want to communicate.

Do not forget to tag/mention your allies or collaborators, those who are also on LinkedIn or who you want to see you again.

Experiment with the formats, use the most suitable in size so that important details are not lost, here you can take a look at the document format that allows you to see a gallery of continuous images:

https://www.linkedin.com/feed/update/urn:li:activity:6881385535059881984

Let’s see it this way, on this platform there is no need to compete for the number of interactions as it is on Facebook and Instagram, on this platform you have to get the opportunity to grow within the network of professionals around the world.

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