Here’s Why Your Brand Should Leverage LinkedIn
Say the words “social media” and what immediately comes to mind? Facebook? Natch. YouTube? Of course. LinkedIn? Wait, what? LinkedIn is part of social media? It definitely is! We just tend not to think of it that way because no one posts pictures of their cats doing strange things on LinkedIn. Or regales us with stories that go into agonising detail about the latest developmental milestone achieved by their 18-month-old.
Actually, those are probably two of the key reasons why LinkedIn is the most-used social media platform amongst Fortune 500 companies! Yes, it’s social media, but it’s social media for grown-ups. Serious, professional people interested in making serious amounts of money. Whether you’re a small business owner, a solopreneur or the CEO of a major corporation, LinkedIn connects you with other professionals looking to grow their businesses and their careers.
Put another way, LinkedIn is the high-tech version of a traditional networking breakfast meeting – except on a potentially massive scale. Whereas you might get the chance to meet five or six new people at a networking event, LinkedIn gives you the opportunity to connect with hundreds – or thousands! Moreover, you’re not tied to a particular time of day, or day of the week. Connecting on LinkedIn can be done whenever it suits you, for two minutes or two hours - as long as you want.
It also gives you the chance to showcase your professional achievements and qualifications – something that’s impossible to do just by handing out a business card at a business breakfast.
How Does LinkedIn Work?
You’ve no doubt heard of “Six Degrees Of Separation.” This is the theory that anyone in the world can be connected to anyone else in the world via a chain of acquaintances no more than five intermediaries long. In other words, it’s a measure of the social distance between people. You are just one degree away from the people you know, two degrees from all the people they know, three degrees from all their acquaintances, and so on. First proposed in 1929 by Hungarian writer Frigyes Karinthy, the theory actually held up under modern day scrutiny in a Microsoft experiment in 2008.
LinkedIn leverages this theory. You start by connecting to people you know. This exposes you to all the people they know, and you can then connect with those people too. Suddenly, you’re exposed to a whole world of new people, building a network that generates leads, finds clients, brings in freelance work and creates partnerships.
How Will My Business Benefit From Using LinkedIn?
The latest figures from LinkedIn itself show that it has more than 562 million users in over 200 countries and territories across the globe. If that wasn’t already impressive enough, two new users join LinkedIn every single second! What other platform comes close to putting you in front of this many business professionals?
And while we’re on the subject of impressive numbers, here are a few more:
• LinkedIn is the number one social media platform for professional content distribution.
• 94% of Business to Business (B2B) marketers use LinkedIn to distribute content.
• Over half of B2B buyers use LinkedIn when making purchasing decisions.
• 61 million LinkedIn users are senior level influencers, and 40 million hold decision-making positions.
• Over half of all social traffic to B2B websites and blogs comes from LinkedIn.
• 91% of marketing executives list LinkedIn as the top place to find quality content.
• 92% of B2B marketers include LinkedIn in their digital marketing mix.
So, how do all those numbers, sexy as they are, translate into real results for your business?
Because LinkedIn is a professional network, it connects you to high-quality, forward-thinking people who are also serious about growing their business. And then there’s the fact that Microsoft bought LinkedIn for over $26 billion in 2017. If it’s good enough for that kind of investment from one of the world’s largest software giants, it’s good enough for us!
No other social media platform puts you in front of so many of your ideal customers as quickly or effectively. It’s a great way to gain exposure for your business, and gives you the opportunity to position yourself as an expert in your field. This helps keep you top of mind when people you’ve connected with need the service or product you provide.
Exposure To New Generation Decision Makers
Almost 90 million Millennials are on LinkedIn, 11 million of whom are in decision-making positions. This makes it the perfect platform to leverage to get in front of this new generation of influencers - without having to use social media with a less professional image, such as Instagram or Snapchat.
In short, LinkedIn gives you the opportunity to develop a strong digital footprint, access important articles and posts relevant to your industry, and build a strong professional network with more of your ideal clients – all without spending a cent on advertising! What’s not to love?