LinkedIn is essentially a combination of social media for professionals and a matchmaking tool for job hunters and employers. Your MSP company can use this important platform for marketing purposes and also as a tool to reinforce your legitimacy while connecting with new talent. Let’s take a quick look at the pros and cons of using LinkedIn for marketing purposes.
LinkedIn Marketing Pros
Use LinkedIn’s Premium account for a small fee and you will tap into several marketing features. These tools might be exactly what your business needs to connect with new clients without burning through cash.
The platform’s InMail messaging system makes it easy to connect with people throughout the site in spite of the fact that you might not already be connected. The Premium version of LinkedIn also empowers you to see which users of the platform have looked at your profile in recent weeks and months.
Delve into LinkedIn’s marketing tools and you will find Advanced Analytics. These analytics provide helpful information pertaining to your competitors and an in-depth breakdown of your company’s analytics. This is the information your business needs to enhance your targeting and also the wording of your messaging. Take full advantage of LinkedIn’s Advanced Analytics and you will find your activity on the platform makes a considerable impact on your target audience, raising awareness of your company and hiking your conversions.
The Downside to LinkedIn Marketing
LinkedIn is flawed in that the information uncovered through the platform cannot be integrated or exported to other tools. Though the platform certainly helps businesses refine their messages and tailor content to the target audience, the engagement data might be restricted to the platform.
If your company is relatively new or if you don’t have a large marketing budget, signing up for the premium service might be cost prohibitive. Though there are different options at the premium level with unique prices, a premium account will likely run between $30 and $100 per month.
Another downside to using LinkedIn for marketing is the time investment required. The platform has its own unique user interface and nuances. Add in the fact that your company will have to connect with others, add content and generally establish legitimacy to be taken seriously and taking full advantage of the platform becomes even more daunting of a task.
However, assigning your MSP company’s social media or marketing specialist to your company’s LinkedIn account will certainly help. Even bringing on an intern to contribute to social media management will offset the time investment required by LinkedIn and similar platforms.
Weigh the Pros and Cons with Care
Your MSP company’s use of LinkedIn for marketing has the potential to prove to be a boon or a massive time sink. What matters most is what you make of this opportunity. Prepare accordingly, be hyper-aware of the pros and cons of the platform in the context of marketing and shape your strategy as appropriate.