If Facebook, Instagram and TikTok have been the party scene, LinkedIn has represented the buttoned-up conference room of social media. The other platforms are humor, political statements and personal sharing while LinkedIn has been industry, thought leadership and professionalism. And Meta and TikTok marketing have been B2C while LinkedIn marketing remained almost purely B2B.
In some ways, LinkedIn has been social media for people who aren’t into social media. There’s a strong argument for being present on the site to further your professional goals and become a thought leader, even if you eschew social media as a whole. And that might be one of the biggest reasons why B2C companies are beginning to hang out there.
Take a look at three key reasons why LinkedIn marketing may soon be a part of your B2C strategy:
It’s Not So Purely B2B: The platform may be tailored for the kinds of exchanges geared to B2B industries, giving executives and professionals a place to discuss industry trends and make connections. But there is good reason to remember that every decision-maker or thought leader is also a consumer.
For instance, LinkedIn might be a great platform for hospitality companies to engage, because users on LinkedIn may also be booking work trips or grabbing concert tickets for an upcoming weekend.
It May Be a Safe Bet: For brands wary of a contentious election year, LinkedIn marketing provides a bit of a shelter from political activity. It doesn’t allow any political advertising and users can determine whether they want to see any political posts. If you are a brand that prefers to refrain from diving into the discussion, you may like the relative calm of LinkedIn.
It’s a Professional Setting: You’re a company that is inherently more suited to hanging out in the boardroom than at happy hour, and you may appreciate the professional tone of LinkedIn marketing. Industries like finance or healthcare rely on a connection built on trust with customers and LinkedIn might feel like the right atmosphere for you.
There are exceptions, of course, but as a rule the users on LinkedIn are aware of the potential professional damage they may suffer or cause for their brand because of thoughtless opinions or posts.
Not sure which social media platform is best for your brand? That’s where we come in. At SJC Marketing, we strategically identify your best social media investment based on the behaviors of your target audience. Contact us and let’s see if LinkedIn marketing is a good fit for you.