Why build your audience on LinkedIn?

With the growth of new information and communication technologies, the business and social world can no longer escape the digital logic. Discussion groups, company pages, e-commerce… All these tools at our disposal make it possible to build a privileged relationship with prospects. Not to mention — and this will come as no surprise — that we all complete 70% to 100% of our commercial journey online. So what is the value of building an audience on LinkedIn? Grab a pen, and let's explore the hidden depths of LinkedIn together.

Download the free checklist for a converting LinkedIn profile

LinkedIn: a genuine advertising platform

The professional social network is not merely a simple tool for boosting a post or a company page. It offers a genuine marketing strategy, both for free accounts and through its various advertising formats. But you will need to be able to use the tools available intelligently. LinkedIn's audiences clearly do not have the same expectations as those on Facebook or Twitter. You will therefore need to establish a well-targeted audience beforehand in order to offer content that matches their expectations and interests.

An exceptional targeting capability

As we have seen together, LinkedIn's real strength lies in its targeting tool. The platform offers 3 different search types: by people, by jobs, and by content. Each can then be filtered by sector, geographic area, company of reference, and so on. Bear in mind that carefully selected prospects will be more likely to engage with your publications.

A significant proportion of decision-makers also have a LinkedIn profile. Consider using this platform to connect with those who interest you. You will thereby increase your visibility.

Simplified networking

Remember that connections beget connections. Your first-degree contacts will subsequently open the door to a wide range of second and third-degree connections — this is how you grow your network. You can use profile information to map out who the decision-makers are and how to reach and influence them to make the sale.
Finally, embrace inbound marketing by tailoring your publications to the expectations of your connections. Ideally, you should publish educational articles. This way, you gain credibility and drive traffic to your blog.

High visibility for your publications

Does the news feed ring a bell? It is what is automatically suggested to you on social media home pages, and it is curated according to your interests and the people you follow. You can see where this is heading, can't you?

Good targeting of your prospects will allow you to stay on their radar — provided, of course, that you publish content and remain active. Otherwise you would be a little like Harry Potter without his magic wand! The muggle life can be rather dull… Know that there are also people of influence on LinkedIn. It can therefore be worthwhile publishing high-value content with the aim of having that person share your publication. The goal is to produce documents that will go on to become references.

LinkedIn at the service of inbound marketing

Your personal profile and your company page should include specific calls to action, videos, and a clear list of the products and/or services you offer. The special sections (Projects, Publications, Certifications, etc.) and the Professional Gallery on your profile will help encourage readers to click through to your website for more information.

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