Can LinkedIn Be Used For B2C Marketing?

It’s long been known that LinkedIn is the best social media platform for B2B marketing and networking. But what about B2C? Should you be using the platform for your brand if your target audience is the average consumer?

The short answer is yes. But let’s unpack why in a bit more detail so that you can see how this type of marketing will add value to your business.

Consumers Are Consumers

A lot of people often forget that with B2B, you aren’t targeting a business, you’re targeting the people within the business who have the decision-making power. Those same people also have decision-making power regarding purchases in their personal lives. The professionals on LinkedIn are consumers who need to buy things for their homes, for their hobbies, etc. They also need or want to pay for services for those same things.

Advert Targeting Is Very Precise

LinkedIn has an incredible advertising setup, allowing users and business pages to promote content and adverts to exactly the people they want to target. Another bonus is that the promoted content blends into the newsfeed a lot more seamlessly than on other social media platforms. Adverts are all tagged as such but in a small notation that can be very easy to miss.

How Can You Use LinkedIn For B2C Marketing?

There are plenty of ways to use LinkedIn for B2C marketing and if you need assistance, Let’s Go Media can help you to:

Start With A Company Page

Any business wanting to advertise on or use LinkedIn for marketing should have a Company Page. These are just like having a Page on Facebook or a Business Profile on Twitter or Instagram. With a Page, you can differentiate you as the owner with a personal profile and your business. It’s also possible to build a community of followers with a Page, allowing your business to market to potential customers and professionals in your industry.

Stick To The Professional Emphasis

LinkedIn will always be the home for professional interactions. That’s why it’s often best to ensure your marketing keeps that professional emphasis with all your content. That’s not to say that you can’t inject humor and fun into your content – you need to stick to your brand tone and style to stay authentic. It’s more about the type of content that you post. For example, hotels should post about conference setups and deals for business travellers.

Some brands have done well by bucking this trend and relating their content to interests outside of work. A lot of the television streaming services will advertise upcoming releases on LinkedIn, knowing that their target audience will be watching these shows outside of work hours (usually). It’s all about linking your content to your target audience but remembering that the platform is about professional connections.

Aim To Be A Thought Leader

On LinkedIn, as with any content marketing campaigns, you want to set your brand up as a thought leader in the industry. This means that your content really shouldn’t be about hard selling your products or services.

Rather, you want to add value to the lives of your followers so that people want to get content from your Page. For example, a sportswear brand shouldn’t just post pictures and videos that show off the gear that they sell. Rather, they should share information about how a particular fabric works to keep you cool while working out or features showcasing brand ambassadors.

Make It Visual

Visual content is always going to perform better than posts that are text only. This means you need to have strong images, GIFs and videos if you want people to stop scrolling through their newsfeed and pay attention to your brand. It’s also important to remember that you want a mix of landscape and portrait content for LinkedIn for desktop and mobile users.

Ready to get started? Talk to Let’s Go Media about making LinkedIn marketing work for your business: hello@letsgomedia.io or for easy Whatsapp Communication: +27 83 9555 891

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