In 2022, it’s clear that social media marketing is an absolute must for businesses both big and small. No matter the size of their team – in fact, often even as a team of one – small businesses have wisely understood that they need to invest time and resources into their social media presence as a way to grow their brand, find new customers, and make sales.
Yet most small businesses seem to be focusing on the largest social media platforms like Twitter and Instagram, and that means they’re missing a big opportunity. Because while LinkedIn might not be the largest or flashiest social media network on the block, it offers huge returns for marketers. Using LinkedIn strategically for marketing, especially by implementing video, is well worth your time. This article explores why.
LinkedIn is a social media network focused on career development and professional networking. While it isn’t one of the biggest social media platforms, it is certainly the most prominent one in its niche.
LinkedIn’s audience includes everybody from individual professionals to businesses and brands, and it’s used for a number of different purposes, including:
LinkedIn may not seem to be the most obvious choice for marketing a small business as, at face value, its audience is more focused on finding a job than buying a product or service. Nonetheless, it has emerged in recent years as a leading destination for marketing, and there are a few reasons why.
First of all, LinkedIn marketing has proved to be incredibly effective. Businesses marketing on LinkedIn generate an average of 277% more leads than those engaged in Facebook marketing alone. And marketers have also reported that LinkedIn is responsible for a massive 80% of their social media leads. These numbers are undeniable, suggesting that LinkedIn’s user base is especially well-primed for marketing.
Another element that makes LinkedIn a smart choice for marketing is its ability to offer something that other social media platforms can’t: authority. LinkedIn is business-first, meaning that it comes with an air of professionalism that platforms like Instagram and TikTok simply do not. If you want to market your brand as reliable, authoritative, and highly qualified, LinkedIn is a great place to do so. For example, businesses such as law offices, healthcare providers, and colleges can all benefit from LinkedIn’s professional association.
This same quality of LinkedIn’s also makes it the perfect place to create content intended to position you as a thought leader in your field. This can help you build a reputation as an expert or authority, making your customers trust you more and feel safer buying from you.
LinkedIn allows users to post multiple different types of content including text, images, and videos. Yet LinkedIn’s users aren’t as likely to take advantage of the video format as users on other platforms such as Instagram and TikTok – or even Facebook and Twitter.
But a failure to consider video as part of your LinkedIn strategy is a shame, as it fails to take into consideration one fact that has emerged as a truth in the internet of the 2020s: when it comes to online content, video is king. Video represents more than 82% of all consumer internet traffic, helping to generate leads for 83% of marketers. And on LinkedIn in particular, company page videos generate five times more engagement than other types of content.
What makes videos so effective for marketing your small business? With their ability to stir emotions, tell stories, and display human faces, videos have a special capacity to create personal connections, something that can often be missing on the more buttoned-up LinkedIn. They can also lend a sense of authenticity, helping to boost trust.
For the most success in LinkedIn video marketing, here are some best practices that are important to follow.
Not sure what kind of videos to post on your LinkedIn? Here are some ideas to get you started.
LinkedIn recommends posting to their platform at least once a day. There’s no denying that making enough videos to meet this quota can be challenging. Thankfully, Promo offers a number of helpful features to help streamline the video creation process so that you can always keep your LinkedIn full of engaging, relevant content.
As a small business, social media marketing is only possible when it’s quick and simple. Thankfully, with tools like Promo, you’re able to easily create lots of high-quality, professional content even with your busy schedule. That way, you’ll be able to take advantage of the power of LinkedIn marketing, growing your brand, finding a new audience, and helping your business thrive.