Jessica Davis — August 13, 2018 It doesn’t matter if your product and brand are world-class if no one knows who you are and how to connect with you. That’s why PR is critical to any company’s existence. But PR in today’s landscape requires a different approach. Simply pouring money into PR initiatives doesn’t work anymore.
Did you know that 94.2% of journalists are on LinkedIn and 62% of them consider it the perfect networking tool? And that’s not all. 49% of LinkedIn’s millions of members are key decision-makers in businesses. So if you represent a B2B business, building a compelling brand presence on LinkedIn is a no-brainer. But even if you are a B2C business, LinkedIn can be beneficial to you in seeking partnerships, and finding events to sponsor, causes to support or PR opportunities to engage. Here are 5 LinkedIn marketing tools that can help you in productively building a brand presence to enable such beneficial activities.
1. Quintly to build a relevant audience & optimize your content strategy
The messages you share on LinkedIn only reach your followers, who should be decision-makers who are potential partners, event managers, journalists, customers or employees. If they’re not, all your content creation efforts are for naught. That’s something that no marketer desires. Quintly is a LinkedIn analytics tool that can be used to analyze your followers and benchmark them with your competition’s followers.
Quintly also pulls engagement data for all your LinkedIn updates so you can analyze your content performance to optimize your content strategy. The tool also measures your interactions and benchmarks it against your goals or KPIs to report your overall progress. Why manually measure your performance and create reports to present to your management, when you can have a tool do it for you? That way to save time for activities that contribute to your results.
2. DrumUp to amplify your brand voice & curate influential content
The messages you share on LinkedIn can reach more than just your followers. In fact, those messages can reach all of your target groups through the influential and unbiased voices of your employees. DrumUp’s employee advocacy platform allows you to simplify content collection and sharing with your employees. It also simplifies content sharing for your employees making it an effortless and fun process. The fun element is brought by the tool’s in-built gamification program.
DrumUp can also help your C-suite and senior-level executives and sales reps curate the most powerful content that their audience and networks would appreciate. Note that 60% of LinkedIn users want to read industry insights, which can easily be curated using DrumUp. This curation and sharing of engaging posts is an important step in building an effective brand presence.
3. Webfluential to identify powerful & brand-consistent influencers to work with
The messages you share on LinkedIn can be delivered to a high-potential target audience via LinkedIn influencers. You may have noticed that several brands on LinkedIn have evangelists who pump product usage to its maximum possible value. You can hire a brand evangelist too or choose to work with an external influencer who represents your brand on LinkedIn. The trick with finding influencers is that you never know who’s ready and available to jump into action.
Webfluential is an influencer marketplace listing active and willing influencers on various social media platforms such as LinkedIn. Using the tool, you can identify and engage the influencer who is perfect for your brand’s messaging and target audience.
4. IFTTT for instant selective content amplification & location-based marketing
The messages you share on other social networks sometimes makes sense for your LinkedIn audience. When you know that they do, you can automatically have them shared as LinkedIn updates just by using a certain hashtag or being in a certain location. IFTTT is an app integrator that helps you automate certain actions via specific triggers. One such example is automatically having every Instagram shot at work shared with your LinkedIn network.
Yet another useful IFTTT LinkedIn recipe is automatically sharing your Medium or Reddit posts with your LinkedIn network. Basically, any IFTTT LinkedIn recipe you have activated will automatically perform its action post-occurrence of its specific trigger.
5. Venngage to powerfully represent use-cases or case-studies for your brand
Decision-makers, such as the ones on LinkedIn, act based on research founded in facts and evidence. If they are certain that your business or products can help them, they won’t hesitate to subscribe. In fact, 74% of B2B buyers use LinkedIn to conduct research and make purchase decisions, and 44% B2B buyers claim to have found new vendors on LinkedIn. Instead of creating upfront sales-y content to help persuade them, you can state your use-cases and case-studies neutrally on an infographic.
Many marketers hesitate to share visual content on LinkedIn because they believe that it’s mostly a text and conversations focused platform. However, visuals in such a text-dense platform can provide the visual break you need to catch attention. Instead of creating infographics from scratch, try using the existing templates on tools such as Venngage, to reduce your effort and amplify your returns.
In conclusion
It’s important for your brand to have exposure on high-potential business networks such as LinkedIn to make an impact on decision-makers. With the support of the right LinkedIn marketing tools, you can productively build a brand presence that contributes towards your goals and KPIs and makes your brand successful.
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