With a massive user base of over one billion members across 200 countries and territories, LinkedIn has proven to be a lucrative platform for B2B brands. It helps brands connect with their target audience and bolsters their growth and marketing efforts through tools like targeted ads, sales navigator, campaign management, and its large professional audience.
Using this popular business networking platform, your B2B brand can provide value to its target audience by sharing meaningful content, brand updates, and stories, positioning your brand as a knowledgeable and reliable player in its industry.
With 67 million companies registered on LinkedIn, the platform has earned significant trust and confidence from users. This is what makes LinkedIn worth a try to reach your audience and increase brand awareness.
In this blog post, we will look at how your B2B brand can boost brand communication through LinkedIn.
LinkedIn Page
Your LinkedIn page is a peek into your brand’s soul and essence, so it is vital to ensure that it’s updated and optimised. This page helps you build brand awareness and connect with your target audience.
A LinkedIn page allows brands to share a detailed brand description, website link, and company details such as size, type, industry, tagline, logo, location, product page, and more.
Furthermore, LinkedIn’s Premium Page Account offers your ‘brand advanced tools and analytics to better manage your presence on the platform‘. With custom calls to action, page visitor insights, an AI tool for drafting page content, and highlighted customer testimonials, this feature enables you to boost engagement and grow your brand’s presence on LinkedIn.
LinkedIn Ads
According to LinkedIn, ‘audiences on LinkedIn have 2x the buying power of the average web audience’, and four out of five LinkedIn members drive business decisions. LinkedIn advertising can benefit B2B brands owing to its sizeable professional audience.
Through LinkedIn’s Thought Leadership Ads, you can ‘showcase expertise, share valuable insights, and foster meaningful conversations‘. These ads are helpful for brands looking to establish themselves not just as providers of a product or service but also as thought leaders who stay ahead of the latest trends and news within their industry.
Ads allow brands to build awareness and create impressions on their target audience. LinkedIn ads cater to multiple formats, such as single images, videos, carousels, and documents, supporting brands in reaching their audience through various content pieces.
Employer Branding
This practice reflects your brand’s reputation and value as an employer. Employer branding can include employees’ success and career stories, the benefits of working with your brand, and your brand’s working culture.
LinkedIn is the leading platform for ‘hiring and corporate learning’, supporting brands in hiring and retaining talent. You can also leverage this professional space to improve employee engagement and showcase your brand’s culture to potential employees.
Executive Communication on LinkedIn
Gone are the days when C-suite members were elusive to their employees, team members, and their company’s audience. C-suite leaders are now relied upon to define not just a brand’s goals and plans but also its culture and values that go beyond business.
Do you know how powerful executive communication can be? Sprout Social’s research revealed that ‘63% of people say CEOs who have their own social profiles are better representatives for their companies than ones who don’t’.
With a sizeable professional base motivated to network and drive business decisions, LinkedIn is the right platform for executives looking to communicate and engage with their brand’s audience. Furthermore, this practice can help executives humanise their position and work.
A well-thought-out and structured executive communication program tailored to the personal style and voice of the concerned executive can help enhance their relationship with employees, stakeholders, and potential brand customers. Communication from C-suite members brings authenticity to a brand’s stories, updates, and work.
At Marketing Essentials Lab, we have strategised and executed executive communications that leverage LinkedIn’s tools and features. Here are some examples of the executive programs we have worked on for our clients:
If you are a growing or well-established B2B brand looking to boost your brand communication and have yet to explore LinkedIn, it’s time to consider testing its ability to drive business growth, brand awareness, and lead generation.
