Inquiries concerning whether your company is hopping on the newest, biggest social media site are commonplace for marketers. On the contrary, many firms are also discovering new ways to use outdated platforms. LinkedIn influencer marketing is a prime illustration of how companies are coming up with new strategies to remain relevant and active on already existing social media networks.
How is LinkedIn expanding?
Like many networks, LinkedIn is growing rapidly due to the efforts of Gen Z users. The predicted monthly growth in Gen Z consumers is 13%.
On the contrary, due to its distinct emphasis on business and showcasing a professional profile, LinkedIn is a site that attracts users regardless of their background. The millennial cohort, or those in their peak purchasing years, makes up the largest and most active group of LinkedIn users, even though younger people may be contributing to some of the growth.
Growing interest in producing content
One projection puts the rise in original content sharing in 2022 alone at 41%, and it only keeps getting better.
In 2021, LinkedIn also introduced Creator Mode, aimed at improving influencer and content creators’ access to their platform. Before LinkedIn made the new mode the default for all users, more than 18 million users had accessed it since its inception.
Extra choices for content exhibition
LinkedIn has added a video feature in response to the enormous popularity of TikTok-style video content, hoping to profit from producers’ inclination to produce short-form vertical videos. LinkedIn content creators can also distribute more in-depth information that is pertinent to their viewers; for example, by producing newsletters tailored to particular niches that they can distribute to their audiences on a regular basis. Influencers and thought leaders are generating over 139,000 newsletters with a total of 472 million members, and public content sharing grew by 24% between 2022 and 2023.
Why (and how) to use LinkedIn influencer marketing to grow your brand
Influencers on LinkedIn, such as thought leaders and B2B organisations, can benefit from LinkedIn influencer marketing. Here’s how to make sure you’re taking advantage of the greatest possibilities and options available to you on the professional social media network.
Accompany promising campaigns
A recent Ogilvy survey states that 75% of B2B marketers are taking advantage of influencer marketing opportunities. In order to help brands and influencers create their own programs, LinkedIn has made it simpler for them to investigate what is successful.
LinkedIn Ad Library is a new feature on the platform that allows artists and companies to examine affiliate marketing campaign plans and observe how successful relationships are being formed by others.
Profitable choices for developing relationships
LinkedIn users frequently match ideal clients for brands. For instance, the majority of LinkedIn users report earning over $100,000 annually. These users are also more likely to be older and have a college degree, all of which indicate that they have spare income, which makes them desirable marketing targets.
These characteristics also increase the likelihood that they are shrewd shoppers who need strong arguments to convince them to buy anything. Compared to influencers on other platforms, LinkedIn users typically have smaller followings, but their bonds are closer and more personal.
By identifying influencers who share the same interests as their target consumers, brands can take advantage of these opportunities by utilising their expertise and strategic acumen to create campaigns that are compelling. A great example of an account that leads with humour, has a large and active following, and enables brands to show off a more relatable side in their LinkedIn exchanges is Corporate Natalie.
Capacity to forge stronger bonds
Individuals engage with and listen to one another. People have a different level of trust in influencers and content creators than in corporate accounts.
The LinkedIn algorithm consents, improving the organic visibility of individual accounts and providing them with more prominence and priority. Brands can obtain significant clout when they use influencer connections to harness this power.
For instance, Hootsuite just finished a fruitful influencer marketing campaign in which they collaborated with social media influencers to publicise their career report on social media. Through the use of their networks’ power and influence, they were able to leverage 1.2 million impressions and over 18,000 engagements through this campaign.
Possibilities for engagement after the sale
According to 44% of CMOs, their biggest unrealized opportunity is incorporating B2B influencers into post-sale experiences. Your goal is to acquire repeat business from your target audience. LinkedIn influencers can help you strengthen your bonds with current clients and make sure they stick with you for their next purchase, as opposed to continuously filling the funnel.
Getting started with your own network
Employees are considered the company’s most valuable asset by 90% of C-suite executives. You may connect with clients, community partners, and prospective hires on LinkedIn by leveraging the personal investment made by your staff members in your business.
We recently performed a poll and found that company community activities or charity announcements, company milestones and recognitions, and educational and informational resources are the most effective content kinds for employee advocacy campaigns.
By making useful resources accessible and publishable, brands may facilitate their employees’ content sharing and network utilisation. This comprises:
- Quicktime videos
- Pictures
- Postings that include links to blog entries or media pieces
It’s no secret that LinkedIn is the best social media site for developing your brand and advancing your career. It’s hardly surprising that the expansion of the platform’s influencer marketing engine has brought those two domains together. This is your chance, as a marketing leader, to integrate LinkedIn influencer marketing into your own brand narrative and to make use of the platform’s ability to help you find, connect, and interact with like-minded people.
(Tashia Bernardus)