It’s clear that LinkedIn is an incredible resource for finding your next job, but what some may not know is that LinkedIn is also one of the most effective tools for PR. In fact, it’s the most used social media platform among Fortune 500 companies. And according to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B companies use LinkedIn as a content distribution channel. We’ve outlined below why LinkedIn is so critical to PR pros:
It helps build your credibility
Credibility is crucial to business success. Fortunately, LinkedIn is a great platform to increase your online presence. Today, a company LinkedIn page is table stakes—you need one to be taken seriously and it should look professionally done. Many companies put minimal effort toward their pages, and it shows. Filling out company details goes a long way. Once you have your profile set up, posting educational, relevant content related to your industry will appeal to your current and prospective audience. Additionally, more than two professionals sign up for LinkedIn every second, giving your business the opportunity to interact with influencers from a variety of companies. To attract your target audience to your page, it must be engaging.
Having members of your organization join groups related to your industry also allows your company to increase its visibility by posting company news, articles and interacting with other members of the group. Creating status updates through your company’s page and having individual employees share news also builds credibility.
You can become a thought leader
Thought leadership is an important part of any successful PR strategy. It’s especially crucial for B2B organizations because of the length and complexity of the decision-making and the number of people involved. Your customers ultimately want help finding a solution that will enable their organization to succeed. As Jeff Ernst, principal analyst at Forrester Research says:
“Business buyers don’t ‘buy’ your product or service, they ‘buy into’ your perspective and approach to solving their problems.”
By painting a picture, you can engage your customers at a strategic level. You’re also top of mind when your prospects make their purchasing decisions. When they connect with your ideas, they begin to trust you as a reliable source and brand. According to ITSMA, a leading marketing association for technology, communications and professional services providers, 75% of would-be buyers say thought leadership helps them determine which vendor to put on their short list.
You can generate more leads
LinkedIn is also an incredible resource for generating leads. To put that into numbers, LinkedIn is responsible for more than 80% of an organization’s social media leads. Creating compelling content will drive prospects to your page. Some ways to do this include:
- Creating a header image that garners interest.
- Devising a clear and compelling pitch for your company’s description.
- Making all of your updates section clickable and focused on conversions.
- Using the advanced search tool to identify the exact type of people you’re targeting and saving the highly-targeted search.
You can discover powerful industry insights
Keeping on top of your competitors and industry is imperative to your organization’s long-term success. LinkedIn has become an essential business intelligence platform. Not only will you be able to hire the best talent for your company, but you’ll also be able to keep your ear to the ground on your competitors’ activity, including the next generation of companies in your industry. Over 80% of B2B companies use LinkedIn in new product launches, so the chances of you seeing your competitors sharing their news are at an all-time high. You can also discover what your customers and prospects are interested in based on what they’re sharing, and can use that information to create content that’s relevant to them.
Until next time!
Passionate about all things communications, Jolie found her dream job as a copywriter with Critical Mention, where she’s continuing her passion for writing and editing. With a background working for high-profile clients in the financial, hospitality and technology industries, she’s excited to bring her experience to Critical Mention. When she’s not writing you can find her at music festivals, hiking or snowboarding.