Two truths and a lie — which of these statements do you think is false?
- LinkedIn is the #1 most trusted social platform.
- 96% of B2B marketers use LinkedIn.
- LinkedIn is one of the top 10 fastest-growing brands.
Trick question, they are all true! All of these things are what make LinkedIn a great option for your B2B food business. Still not convinced? Read this blog to learn the four reasons you should start building a presence on LinkedIn.
1. Built-in Professional Platform
LinkedIn was built for professionals and has gathered a community of over 774 million users. This makes it the perfect platform for your B2B food ingredient, food manufacturer or food equipment business. The trustworthiness and quality of content you can put on the platform is hard to pass up. One study showed that 92% of users perceive LinkedIn content as more professional than other social media platforms. Utilizing this professional tone can help your B2B business make new connections, attract new customers and generate leads.
2. Organic and Paid Integration
Social media should build a community to share the brand story and connect with brand and employee advocates. Fundamentally, B2B marketing is actually B2P — business to people — so social media content should be humanized in order to reach the people behind the businesses. Social media marketing is also crucial for driving web traffic and collecting leads. LinkedIn has these capabilities built in, by collecting leads through auto-populated fields on the page directly, for quick and easy lead generation. LinkedIn’s ability to integrate an organic and paid strategy, both of which are helpful for long-term success on LinkedIn, helps build brand awareness, a community and generate leads. Organic and paid can work together to build up your network and promote your business at the same time, all on one platform.
3. Ability Target the Right Audience
LinkedIn targeting can help you set up the right audience for your food and beverage business. The platform’s interface allows new audiences to be crafted easily and applied to your ads. You can target by job titles, companies, seniority, industry and more. When working in the B2B space we are targeting research and development specialists, food scientists, and marketing and innovation managers, as well as higher level executives like CMOs or CEOs. You can also target those most likely to click on your ad to drive web traffic or most likely to engage to help grow your connections. Further, around 45% of LinkedIn users hold upper-level positions. This means your content will likely be placed in front of decision-makers and find the right audience more easily. Attracting the right audience is crucial for your business because running ads can be valuable but are nothing without precise targeting.
4. Utilize the Data
The final reason you should use LinkedIn for your B2B food brand is its ability to produce useful data. With both organic and paid content, LinkedIn gives you analytics to help analyze performance and see trends. You can also connect to Google Analytics for a comprehensive look at your campaigns, as well as add pixel tracking to your LinkedIn ads. LinkedIn Pixel tracks conversions, like a contact form submissions on our website, and you can view the results on LinkedIn. An ad is helpful in gaining awareness; however, if you just start and forget about it, you are losing out on possible business. For example, if you are watching an ad perform poorly, the data will show you which areas might be the weak points, so that you can adjust your strategy accordingly. Similarly, data will also show you your click-through rate (CTR), cost per click (CPC), total clicks, impressions, and so much more.
Don’t know where to start? ColinKurtis Advertising is here to help! Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn more about our social media marketing capabilities.
Blog post from:
Matt Hensler
Vice President, Digital Integration
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