Most people don’t view LinkedIn in the same way they view other social media platforms. Of the 310million active users, 91% of Executives rate LinkedIn higher than other platforms in terms of the value gained for their social marketing initiatives *.
However, it would be fair to suggest that LinkedIn rarely produces a viral overnight sensation when it comes to marketing, perhaps unlike some of the more trend led platforms such as Tik-Tok and Instagram. Current thinking is that LinkedIn is best viewed as a long term option, great for B2B rather than B2C. Based on my own experience managing several LI campaigns for B2B clients, including monitoring and explaining the stats….I have to agree.
A long-term LinkedIn strategy offers substantial benefits by fostering deeper, more meaningful relationships within your industry, ultimately leading to sustained growth and visibility. There’s a place for short-term tactics that may deliver results, eg special offers (provided engagement and credibility are already established).
A well-executed, long-term strategy will deliver more sustainable results and build your credibility and contact base. Valuable content, engaging with your target audience, and building your professional authority is critical…but takes time and requires staying power!
LinkedIn’s unique role as a platform for professional networking and thought leadership sets it apart from other social media channels. Unlike platforms that focus on broad consumer engagement, LinkedIn is designed to foster connections within a professional context, making it ideal for establishing industry authority and building valuable relationships. By prioritising meaningful interactions and nurturing professional connections, businesses can cultivate trust and credibility. This relationship-centric approach is more beneficial than merely chasing immediate leads, as it creates a network of engaged and interested professionals who are more likely to become loyal clients or partners in the long run.
Great Expectations
So, if results are unlikely to be instant, what’s the best way to handle LinkedIn marketing? . LinkedIn’s algorithm prioritises content from users and businesses that demonstrate consistent, genuine engagement, which means that building visibility and trust. Instead of expecting immediate leads or conversions, it’s important to focus on long-term metrics that reflect sustained growth and impact. Key metrics to evaluate success include engagement rates, such as likes, comments, and shares, the quality of connections (it’s not just about lots of likes from friends and colleagues) added to your network, and overall brand visibility.
Case Study
In 2021, I started working for a (then) small specialist company, helping to support them in a number of strategy based projects. As a small business, they didn’t have the resources to cope with everything needed to grow the business and one area in particular which fell by the wayside was ongoing marketing. Without a sales force, the team were in the unenviable position of needing to find ways to grow their customer base without having the resources to do this.
A long term strategy was developed and, as with all SMEs, agile planning was the name of the game! Advantages were made of specific case studies (or marketing gold proving competency and effectiveness), to highlight the expertise and knowledge held by the team. Interesting and intriguing situations were given blog space on the website and then utilised in conjunction with LinkedIn postings to draw the target audience into brand awareness and, more importantly, the company team awareness. As already mentioned, the team were very highly qualified and experienced experts in their field.
The campaign didn’t just exist on the company profile. In addition, personal profiles were used to build on each campaign and also to extend the reach of initiatives.
The Indirect Path to Sales: LinkedIn
Did we get anyone contacting the company directly through LinkedIn saying “I’d like to buy that product!” – Not really….So how did it work?
LinkedIn was a part of a much bigger marketing strategy including targeted emailing and database building and maintenance, invitational events, face to face discussions with existing customers and exhibitions. However, LinkedIn was a major way to connect with potential customers on a regular basis. Consistency is king!
- Soon, at exhibitions, we had potential customers telling us that they’d heard of us and that was their reason for finding our stand.
- In phone calls, we’d have potential customers telling us that they’d been seeing our posts on LinkedIn and that was the reason for the call.
- On site, the team would be asked about the specifics of something they’d seen from us on LinkedIn, maybe a new product or service.
- And, in emails received, customers tell us how they’ve been keeping an eye on our progress and finally decided to make contact.
It took a year to 18 months to achieve this, but the company’s turnover has increased significantly in the last couple of years and their team has doubled in size, without that fear of the bubble bursting.
LinkedIn marketing is undeniably a long-term commitment…
but the rewards of building a solid, professional network and establishing your authority in the industry are well worth the effort. By focusing on consistent, high-quality content and genuine engagement, you can cultivate meaningful relationships that lead to sustainable business growth. As seen in our case study, while immediate sales might not come directly through LinkedIn, the platform plays an important role in increasing brand visibility and credibility, ultimately driving potential customers to seek you out through various channels. Remember, LinkedIn is not just about generating leads; it’s about creating a lasting presence that resonates with your audience and positions your business for long-term success.
* statistics source: https://www.linkedin.com/pulse/important-linkedin-statistics-data-trends-oleksii-bondar-pqlie/ )