Top 8 Reasons Your Business Should Be Active on LinkedIn in 2024

LinkedIn is quickly becoming one of the most popular and used social media platforms for working professionals. It is the most important tool to use when it comes to connecting with similar-minded professionals or leading experts in various industries.

It is, therefore, one of the major platforms in B2B social media on website and is becoming increasingly popular for content marketing. LinkedIn allows you to build relationships, gain insights, generate leads, build online communities, and conduct market research, amongst many other things.

These are only a few of the reasons why your business should be active on LinkedIn and have a dynamic presence on the social media platform. There are several other reasons why is it vital to establish a name for yourself through this evolving social networking platform.

1. Create awareness and improve the reputation

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Increasing your online presence as a business is essential, and Linkedin is the ideal platform for you to do so. More than two professionals sign up to join the social network every second, meaning businesses have a great opportunity to network with an ever-increasing number of interesting contacts.

Linkedin offers so many different personal and group feature options, meaning that companies and the people representing them can all improve their visibility and credibility, both as individuals and as a brand.

2. Generating and selling leads

If you’re looking for a great place to generate leads for your business, then LinkedIn is the best place to go. LinkedIn offers traditional techniques and very personal ways of identifying potential leads and engaging them to then turn them into customers. This is done through a thought-out combination of practices such as listening, analyzing, sharing, networking, and responding. You have an increased chance of making sales by networking with potential clients directly and marketing to them through LinkedIn.

Prospects and customers are more likely to post questions and needs when being connected to directly. Some of the posts are group-related which gives B2B marketers an opportunity to identify and discover new leads. There is also a lot of content sharing and liking content, which gives marketers insights into what consumers find interesting and appealing.

By being actively responsive and providing answers to questions on LinkedIn, you can demonstrate relevant knowledge. Contacts can be created by you providing them with an appropriate and relevant solution or answer to their questions and queries.

3. Social customer relationship management

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LinkedIn is the perfect social platform for social customer relationship management, as it allows you to gain a better view and perspective on customers and other contacts. Most Social CRM applications offer integration with LinkedIn, although you can also set up a basic and manual integration of your contacts as LinkedIn supports Google Contacts. A huge advantage of a social CRM tool is that it allows you to see what your contacts are doing on LinkedIn in real-time, offering valuable additional information on their preferences and behavior.

4. Traffic building

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LinkedIn holds a lot of power when it comes to link building and traffic driving. Like many other social networking sites, LinkedIn has a social sharing button that allows you to share content in your status updates. These are visible on the main homepage and in LinkedIn groups and communities. This is very useful for business-related content and can lead to viral effects, especially on LinkedIn as business content is shared more there than Facebook or any other social media platform.

5. Market research

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The huge majority of professionals and businesses are represented on LinkedIn. All it takes is to simply scan various content feeds and survey the insights companies and their employees share on their profiles to gain an informed understanding of the relevant market and industry. As mentioned before, getting involved and being active on LinkedIn groups are a great way to interact with people from the same field, and gain further insight into a particular professional space or area.

6. Measurement

Ongoing measurement and optimization are arguably the most important elements of a marketing strategy plan. No matter what methods or tactics you are using, you can almost always improve and enhance them. Through a social platform like LinkedIn, you are able to access a wealth of analytical tools to keep track of who is interacting with your content and how. You can do this by testing different images, headlines, copy, and so on to finetune your content and keep things moving in the right direction.

7. Versatility

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Today’s visual content that is viewed on various platforms needs to include several different forms of material, from written posts to videos and infographics and beyond. LinkedIn gives you the opportunity to easily incorporate all of these different styles into your vast content mix, especially now that native video functionally has arrived. Research shows that visual content marketing is quickly becoming more integral for driving social engagement, which means that B2B video in particular is an area of prime opportunity for marketers to make the most of on LinkedIn.

8. Relationship building

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It’s important to have a long-term view when it comes to an effective content marketing strategy plan. There is a lot of value in running one-off ads and campaigns, but nothing compares to the importance and relevance of building authentic, solid professional relationships outside of your office. LinkedIn is your channel to peers, prospects, colleagues, business leaders, and influencers all around the world. And it allows you to keep tabs on them by following their activities and remain on their radars by occasionally commenting on updates, sharing relevant content that they may find interesting, and even reaching out to them via instant messaging on LinkedIn when appropriate.

All of these practices are central to a sturdy and effective account-based marketing methodology and help you make the most of an evolving social media platform like LinkedIn.