FORBES Feature: The Reemergence Of LinkedIn In Digital Marketing—And How To Make The Most Of It
LinkedIn has experienced a resurgence over the past few years. In 2022, the Wall Street Journal opined that LinkedIn might be the best social media network due to users' ability to connect, use video and audio events, and avoid political discussions. More recently, we've seen the network's popularity grow as layoffs early this year drew people to it to find jobs and network with peers. With this buzz, it's important to look at what's going on with LinkedIn in 2023, and how you can make use of the site in your digital marketing.
What Makes LinkedIn Good For Business?
LinkedIn was originally created as a platform for professionals to connect through social networking. It later added job listings and has since evolved into a marketing platform as well. Because companies know that the people engaging with LinkedIn are primarily focused on business, they know they can share information and events without having to compete with the entertainment noise found on other platforms.
The business focus on LinkedIn has created a built-in sense of trust on the platform. In fact, in 2020, LinkedIn was the most trusted digital platform. Because of its professional nature, users tend to be more receptive to promotional material shared on the platform. This trust is reinforced by decision makers having a direct presence on the site and direct association with their brands and companies. On LinkedIn, you don't just follow a company; you can also follow its CEO and other executives to see news and updates.
Directed Repurposing: A Trend In 2023
One trend we're seeing with LinkedIn marketing in 2023 centers on how brands are repurposing content from other platforms. While repurposing content between platforms is nothing new, the hooks and calls to action that work for Facebook don't always gain traction on other platforms, like Instagram, for example. However, we're seeing digital marketers stepping up their repurposing game on LinkedIn.
Content shared on LinkedIn typically follows these trends, whether it's created fresh for the platform or repurposed from other social media channels.
Content shared on LinkedIn is:
Professional and conversational, with a brand's personal touch added into the context of information shared to promote real-time engagement and conversation.
Targeted and savvy, with language focused on industry knowledge and content focused on B2B marketing and communication.
Highly personalized thanks to LinkedIn's advanced audience segmenting and marketing algorithms.
Repurposing content for LinkedIn strengthens your outreach by adapting your message into a new format, maximizing visibility, reinforcing your expertise and helping you engage a wider audience, ultimately establishing you as a thought leader and saving you time in content creation.
Tips For Repurposing Content For LinkedIn
When repurposing content you shared on another platform like Facebook or Instagram to use on LinkedIn, it's important to remember the platform's differing ethos. Instagram and Facebook are more casual and personal platforms, whereas LinkedIn is professional. When repurposing content for LinkedIn, help it stand out and feel at home by:
Inviting engagement with questions.
Tying content to current events or trending topics.
Resizing images so they're optimized for LinkedIn.
Putting your brand front and center.
Waiting to repost from other platforms to LinkedIn.
The final bullet point may seem counterintuitive. Most people use multiple platforms and may follow you on each platform. By delaying your reposting, you increase your chances that the people following you on, for example, Facebook, don't ignore the post when they see it again on LinkedIn.
Making The Most Of LinkedIn For Your Digital Marketing
Here are a few tips to integrate LinkedIn into your digital marketing (or improve if you're already there):
Set clear goals for your marketing. Remember, LinkedIn is chiefly a business-to-business and networking platform. As you consider how to use this to your advantage, keep in mind that most people use the platform for industry news, current events and brand research.
Revamp (or make) your LinkedIn page. A LinkedIn page will give you a central place to share information about your brand. Take advantage of the call-to-action buttons ("Follow" or "Learn more") under your page's tag line. Build need into your tag line and allow the CTA buttons to answer it.
Keep your personal LinkedIn profile separate from your LinkedIn page to give you more flexibility in networking. However, do ensure that your LinkedIn profile reflects your position with your company (whether as a marketing professional, as an owner, a spokesperson, etc.).
Learn who your audience is and how they engage with the site. Plan your content accordingly. Remember, when advertising on LinkedIn, the platform gives you a lot of control over targeted marketing and tracking.
Focus on the human element. Social media has trained us to connect in a personal way with brands. Don't lose that just because LinkedIn is a professional site. Keep that personalized, human connection in your content, on your page and in your direct interactions.
While LinkedIn sat in the background for many companies for a long time, the platform didn't sit idle. It has learned from its competitors and grown tremendously in its capabilities over the years while keeping its professional edge. If you're not using the site for your business, 2023 is a good year to begin.