Things B2B Brands Should Understand Regarding LinkedIn

Things B2B Brands Should Understand
Regarding LinkedIn
Every time I conduct a workshop regarding B2B marketing, I get the same questions all
over again. “But I belong to a B2B organization. Why is this applicable to us?” My
answer to them is somewhat simple, “They’re humans too.”
Let’s take a simple example.
When we reach our office, we don’t put our business-to-consumer minded brains in the
drawer and alter it with the conventional B2B versions bestowed to us by the HR. If that
over exaggerated and dull white paper is going to put me to sleep as a B2C reader, it’s
not getting my attention at all.
Yes, there are significant differences between B2B and B2C marketing. To start, various
stakeholders on an individual level, these two businesses have a lot of things in
common.
With social media booming at an immaculate speed, it has deepened the scope of the
traditional conversations, allowing the users to share and discuss the content which was
once restricted to the personal domain.
Claire Austin, a renowned evangelist in content marketing for LinkedIn Australia
believes that we people talk about a lot of things.
“There was never a possibility that my parents would talk about things like the
psychological aftermath of working, mindfulness, or the struggle of getting back to work
after delivering a baby.”
These were the things which people used to ignore and never bothered to talk about. In
comparison to now, these are the things which should be discussed, and we are more
than happy to talk about them.
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“I believe in sharing experiences, so does the people. They want to assist other people.
Help them, inspire them, and most importantly, inform them.”
The Highest B2B Social Media Platform – LinkedIn:
LinkedIn for a long time has been observed as the conventional pinstripe to the
Facebook’s Hawaiian shirt.
According to the research conducted by the Content Marketing Institute, 92 percent of
the marketers in B2B use social media networks to distribute their content in different
parts of the world, a rate which is lesser regarding the 93 percent for the usage of email.
LinkedIn is being used by almost 97 percent of the marketers who understand the social
media and its worth and take social media action, resulting in double numbers in
comparison to 2010.
However, LinkedIn has changed a lot to what it was back in 2003 aimed at creating a
platform for all the business professionals. To answer your question; yes, LinkedIn is
older than Facebook, Twitter, and even MySpace. Who would have thought back then
about social media platforms?
LinkedIn might have started the social networking website with an aim to find different
career opportunities through networking and job postings for its users, but people are
not using it for just this purpose now.
In today’s market, people go through the content on LinkedIn seven times more than the
job postings. It’s not difficult to understand this though.
For years, LinkedIn has transformed itself as a platform for publishing content,
integrating and attaining other services for content like the presentation platform
SlideShare, news aggregator pulse, and an online learning firm Lynda.
Not Just for Campaigns:
While the majority of the marketers are still using LinkedIn for searching jobs and
placement, some other users are still using the social networking platform as a strategy
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for budgeting, time and allocation of resources, or when there is a product launch or a
significant brand/product launch.
It is essential than ever to be repeated on. It has been assumed that every buyer in the
B2B will invest at least ten content pieces during the process of purchase. Therefore, if
anyone is planning to be a part of the contemplation set or want to be in the circle of ten
pieces of content, they need to be noticeable at all times.
Brands which are expanding and doing well for themselves are attaining the best return
on the investment and the best performance from their marketing campaigns – are the
kinds of brands which are always ahead on the always-on strategy.
This process is assisting the brand to build an invaluable trust and to have that
anticipated leadership to have focus and start possessing key subjects or keywords and
being known for different themes and topics. With this, they can layer the work with
effective campaigns.
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