Every business should be on social media to some point. A question we often hear at Baer Performance Marketing is, “What social media platform is worth it for us?” The answer actually depends on what type of business you are. For example, if you are a business-to-consumer company, then Facebook is a logical platform to incorporate into your marketing strategy. If you are on the other end of that spectrum (a business-to-business company), we have a social media platform you may have not thought of: LinkedIn.
Who uses LinkedIn and for what purposes?
Business men and women use LinkedIn to network and stay connected with like-minded people. With that being said, LinkedIn is at the top of the charts in regards to highest cost per click. However, you get what you pay for. These high costs per click coincide with the quality of information you can use to narrow down exactly who you want to target. LinkedIn’s ads let you target specific job titles, job functions, industries, or company sizes, to name a few options . These are the people who are more likely to need what you sell. Whether you sell machined parts or janitorial services, LinkedIn lets you target the exact people who buy those things. There is no other social media platform that has these capabilities for B2B marketing.
Keep in mind that unlike other social media platforms, LinkedIn does tend to be on the slow side for seeing an ROI. This is because most people do not check their LinkedIn newsfeed regularly like they do for Facebook–so it’s important to be patient when starting a campaign.
Also, always be sure to follow these simple rules:
• Target the right audience.
• Keep your messaging consistent.
• Identify and provide solutions to customers’ problems.
• Track and test results.
In conclusion, advertising on LinkedIn is all about brand recognition and getting your company’s name in front of those that will one day need your service. We recommend that you get familiar with the platform and start using it to grow your business.
