Fact: from the first moment, LinkedIn was a social network were people were able to display their professional dimension, to mingle on a high-level and to search for professional projects or even jobs. E&Y made research on social media last year which showed the fact that people who are using LinkedIn are also on Facebook, Twitter and Google+. This means that one person is on at least 3-4 social platforms according to their specific needs: finding a new job (LinkedIn), getting in touch with their friends latest posts (Facebook), finding out what Angelina Jolie or Justin Bieber did (Twitter) or being informed about the latest news about mobile technologies or experiential marketing (Google+).
Anyway, the general idea is that LinkedIn is based on the same principle as every other platform: socializing and promoting oneself. The fundamental difference is that here a person is wearing its Sunday clothes. In case of a company page, LinkedIn is the social platform where paid ads have the highest conversion rate and the highest profit (as Pinterest), but also the higher costs per click and the most complex system of ads.
An accurate promotion strategy for a company comes with a ticket to the upper league, like you just bought a ticket to Super Bowl, although there are some steps before sitting in the VIP stand. First step: create an account, which isn’t hard to do. Then, you have to connect your LinkedIn page to your website, to post meaningful content for your area of expertise so that people will visit your website to learn more, to generate engagement and to convert visitors into clients. For professionals who have an excellent writing hand, the next stept is to create a professional group on a specific topic were people have the chance to interact on a subject, to comment, to ask and give advice.
The last step, before entering the stands, you have to create a CPC (cost-per-click) or CPM (cost per impression) campaign be be more visible on LinkedIn and to reach to your targeted audience. On LinkedIn, there are specific KPIs, which are evaluated in terms of Post Performance, Post Reach, Engagement Rate and followers professional background. The more endorsements and recommendation they have, the more added value it transfers to you. After the campaign, the reach rate is evaluated through ROI, meaning the number of sales or contacts came from LinkedIn, of generated leads and of CRT (click-through-rate).
After you make sure that all these criteria were answered, you can take your seat on the VIP stand and enjoy the show. LinkedIn just made your life more beautiful.
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