LinkedIn and B2B businesses: keys to a successful marketing partnership June 6, 2016
This was the title of my article in "Revista MKT" , the new specialized publication on online marketing from Aula CM . Professionals such as Vilma Núñez, Fernando Maciá, Laura López, Carlos Herrero, Miguel Florido, and Bruno Vázquez Dodero also contributed to the first issue. This project was created with the intention of being published quarterly, with a printed version and also available for free direct download in PDF format, available at this link .
Spain is the third country in Europe with the most LinkedIn users, with more than eight million professionals, surpassed only by the United Kingdom (20 million) and France (11 million). Growth in recent years has been phone number library exponential, driven largely by the economic crisis and the search for new channels for job supply and demand, but also by the networking and corporate marketing opportunities this network offers.
LinkedIn is not among the most used social networks by Spaniards: we spend an average of 1 hour and 23 minutes per week on it , compared to 4 hours and 23 minutes on Facebook, according to the "2016 Annual Social Media Study" by IAB Spain. However, it offers a very differentiating feature: its specialization in B2B relations , in an environment whose community is more receptive to communications generated by companies, with content more oriented toward strategy and results. And where, furthermore, SMEs are the main protagonists : of the 99,600 Spanish companies with a LinkedIn page, more than 42,000 have between 1 and 10 employees, and almost 22,000 between 11 and 50. There are also almost 88,000 groups in Spanish.
But how can a business, an SME, take advantage of LinkedIn? How can it be integrated into its marketing strategy?
LinkedIn is an opportunity to:
Improve your visibility in search engines. LinkedIn company pages rank very well on Google: if the business doesn't have a website, or its SEO is poor, a Google search will find it on LinkedIn.
Strengthen your brand image. With an appropriate content strategy that positions you as a leader. On LinkedIn, users want to stay up-to-date on industry news, trends, business news, and more.
Capture qualified professional leads . Because behind every LinkedIn user is a resume that clearly identifies them.