5 Reasons why LinkedIn should be part of your digital marketing strategy

26 March 2020

Did you know that LinkedIn is currently one of the fastest growing social media platforms? With 40% of its 500+ million users logging on daily, it’s clear that LinkedIn is the place to be online. With such a large, engaged audience base, LinkedIn provides an exciting opportunity for businesses to build brand awareness, drive leads, and establish themselves as thought leaders in their industry.

With that in mind, we’ve put together our five top reasons why LinkedIn should be front-and-centre of your digital marketing strategy:

1. LinkedIn is one of the fastest-growing social media platforms across the board

Two professionals join LinkedIn every second - that’s an impressive growth rate! From 467 million users in Q3 2016 to 590 million by the end of 2018, LinkedIn has seen growth of 123 million users in two years. When you compare that to Twitter, which only gained 9 million users in the same period (From 317 to 326 million users between Q3 2016 and Q3 2018), it’s clear that LinkedIn is growing in popularity amongst social media users.

2. Among senior decision-makers, LinkedIn is now one of the most popular social platforms

61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions. From a B2B perspective, the decision-makers you’re trying to reach are using definitely using LinkedIn. By focusing on LinkedIn as part of your digital marketing strategy, you’ll be able to get in front of those important people in the place where they are spending their time online.

3. LinkedIn ‘leads’ the way as a lead generator

When it comes to lead generation, LinkedIn is storming ahead, generating more leads than other social platforms such as Facebook and Twitter. According to Hootsuite, 80 percent of B2B leads generated on social media come from LinkedIn. So why is this? There are a few key factors. Ease of use is one, as is credibility. Your leads can navigate the platform with just a few clicks, find out more about your company, and browse its connections and endorsements easily. The granular search function on the platform also allows you to narrow down the audience you are searching for, find what you are looking for faster, and pushes a customer further along the funnel to conversion.

4. LinkedIn is suitable for thought leaders

There is no doubt that LinkedIn is the most effective channel for professional content distribution. According to the Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use LinkedIn as a content distribution channel, compared to Twitter at 89%, Facebook and YouTube both at 77%, and Google+ 61%. If you have content to distribute, LinkedIn should be your first port of call. Moreover, there is no other social platform that helps your brand establish itself as an industry leader, providing access to relevant groups, networks and influencers. With access to such an engaged audience, it would be a shame not to use it. And the good news is, LinkedIn’s algorithm looks favourably on brands who implement a consistent content marketing strategy, meaning you’re more likely to be more visible to those audiences you’re targeting.

5. LinkedIn offers your brand increased visibility

Due to its high domain authority, search engines prioritise results from LinkedIn in the Search Engine Results Page (SERP) for certain search terms, particularly those revolving around job roles. A LinkedIn profile or a company page that is well-optimised has a higher chance of ranking high in a Google search, and therefore growing brand awareness and driving interested users to their page. Here are some quick tips that you can implement to help your LinkedIn profile rank well on Google:

  • Use relevant keywords in your bio and description of the page
  • Publish quality content on LinkedIn regularly
  • Connect and network with like-minded professionals and businesses, as LinkedIn’s algorithm is heavily geared towards showing relevant connections to users
  • Add links to your blogs and websites in your profile.


Looking forward to getting started on LinkedIn? Don’t forget if you need help optimising your social media strategy, that we can help. Contact us here or call 028 9099 7001.

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