Written by Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs.
LinkedIn used to be a networking place; however, it's become a social site for brand awareness. While other social media sites such as X, Meta, or TikTok are good for companies, depending on the audience, LinkedIn marketing is how business people do business. Although there are countless social media platforms aside from the big one, it’s truly the only platform for B2B.
LinkedIn has many features that make it unique as a social media influence platform for any business. But you might ask yourself, why you should care about B2B sales if your business is B2C. Well, you could potentially open up a new market revenue line. Also, all the professionals on LinkedIn are consumers, and they could become customers. Still, it's essential in LinkedIn marketing to avoid making the mistakes some brands do.
1. Reaching out to followers
Like any social media platform, brands should become influential on LinkedIn. That means they should spend time connecting and growing their followers. So, like any other social media platform, once a brand decides to invest time in it, it should do so actively. There are several ways to do it.
Connecting and conversing with people in LinkedIn groups and with followers who comment is essential. Also, if you have customers on LinkedIn, you could contact them to connect and say you appreciate them following you. Saying thank you and showing appreciation goes a long way.
2. Fear of saying the wrong thing
We know that social media is a great tool for connection. But let's face it. Sometimes things get out of hand. Everyone who uses social media has seen a post devolve into a debate that gets personal and hostile. Still, brands continue to utilize social media, and fear of something spiraling shouldn't stop you from using the platform for marketing.
In the view of our brands and marketing company, we always look to stay above the fray. Yes, we’ve had times when trolls have tried to hijack a thread. Again, everyone’s seen and experienced it. Our ethos is always to take the high road and be professionals no matter what. We also make it a point to want to share content of value to our audiences.
3. A clear LinkedIn marketing brand strategy
No matter how small, every company and brand has to have a brand strategy. A brand strategy is vital, and as it relates to LinkedIn marketing, it's essential there as it is everywhere else. So, what is a brand strategy, and what does it include? It includes the voice, feel, and look of your brand. A brand strategy helps evoke an idea when someone sees your brand.
The e-commerce giant Shopify says a brand strategy is "…the holistic approach behind how a brand builds identification and favorability with customers and potential customers…If your brand is how you present your business to the world, your branding strategy is the scaffolding that holds it up.” That’s a great explanation about brand strategy—it’s the scaffolding.
4. Not being on LinkedIn when customers ask for help
Have you ever had an experience when you buy something, but it doesn’t turn out to be what you expected—and not in a good way? Or, maybe you purchased something, and it's failing to meet your expectations. When you call or reach out to the company for support, you hear crickets. Unfortunately, many companies miss out on customer support.
It's important to respond when customers reach out with a problem—including on LinkedIn. Customers often turn to social media and review platforms to share their stories about their experiences with brands. It's vital to always respond to negative comments on social media. Not doing so is something no brand can afford to do.
5. Remaining consistent with the marketing brand voice
As noted earlier, a brand has a voice. That voice encompasses the values and vibe of a brand. It can be quirky and professional. In reality, the brand voice can be anything that makes a brand a brand. The voice allows a brand to stand out, but it takes work to maintain consistency in marketing. Sometimes, the voice can be serious when, in fact, it should be witty.
As a result, with LinkedIn marketing and any marketing, it's vital to have a content marketing team aligned and coordinated with the social media team. Brands should have brand guidelines, including about voice and brand personality. As a result, consistent coordination for everyone involved in marketing is vital.
Building your LinkedIn network for your brand
In sum, LinkedIn is an excellent tool for connecting with like-minded business professionals and potential customers. But there's more to LinkedIn. It's a fantastic place to promote your thought leadership and valuable experiences and insights. If your brand still needs to look into LinkedIn, it might be an opportunity you're missing. Again, the platform is unique to the others and may lead your brand to new opportunities if you focus on it.
© 2024 Wayne Elsey. All Rights Reserved.
Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs. This social enterprise helps nonprofits, schools, churches, civic groups, individuals, and others raise funds while helping to support micro-enterprise (small business) opportunities in developing nations and the environment.
