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Just like all social media networks, LinkedIn offers some great opportunities for heavily targeted advertising. But it’s not the right platform for everybody. A LinkedIn marketing agency can certainly help you get started, but before you rush into unknown territory, here’s what you should know.

What is LinkedIn marketing?

LinkedIn marketing works slightly differently than other forms of social media, but in many ways, it’s quite similar. LinkedIn is known as the ‘professional’ social network, with much more of a business focus than platforms like Facebook, Instagram and Snapchat. With that in mind, using LinkedIn as a marketing tool can be extremely worthwhile, but only for the right types of businesses.

LinkedIn has around 12.7 million Australian users, which is much lower than the other social platforms. This is why it may not be the best place to promote local hospitality businesses or retail ventures. The audience simply isn’t there. But it’s not just about the numbers.

Most people who use LinkedIn do so to make professional connections, apply for jobs and seek out opportunities. They’re not on LinkedIn to necessarily find out where they can get the best or cheapest pair of jeans in town. Usually, they want informative, business-related content, so you need to keep this in mind when planning to advertise.

With that being said, the platform is nowhere near as overrun with advertising and content as other platforms. For example, of the roughly 830 million worldwide users, only 3 million of those post regular weekly content and only 1 million have ever published an article. So, if you’ve got the right type of business and content to share, there’s definitely an appealing market gap for lead generation.

Is a LinkedIn marketing agency right for you?

The best way to determine if LinkedIn marketing is a worthwhile exercise for your business is to ask a few key questions because the answers will determine whether you can generate any value from LinkedIn marketing. Let’s look at some questions below:

Do you sell to other businesses?

B2B advertising is extremely popular on LinkedIn because a large majority of the users are business professionals, start-up owners and entrepreneurs. So, if you’ve got a product or service that appeals to other businesses, LinkedIn marketing can definitely work for you.

Do you want to become a thought leader?

Being a thought leader in your industry is something that not everybody thinks about. It’s almost like marketing that isn’t marketing at all. Essentially, it involves being active on professional networks like LinkedIn and showing others that you have the skills and knowledge required to be successful. Usually, this is done by producing long-form content to share on popular platforms like LinkedIn. It can also be achieved by talking at conferences, sharing informative videos or being a guest on a podcast.

No matter what you do to position yourself as a thought leader, LinkedIn is the place to tell everybody about it.

Does your audience enjoy reading valuable content?

We’re not talking about catchy little Facebook posts here, but rather long-form, professional written content. Long-form content is the most popular thing to be shared on LinkedIn. This is partly because there are so many decision-makers such as business owners and managers on the platform. They enjoy reading informative, valuable content and LinkedIn is one of their preferred sources to find it.

Even if your LinkedIn marketing agency produces the content for you, it’s still a great investment in terms of building your brand and becoming looked to as a leader in your industry. It should also

Does your business service a local area?

LinkedIn advertising does allow you to target certain locations with your ads. However, with only 12.7 million users in Australia, you might find there aren’t a lot of active users in your area. It’s still worth pursuing, especially if you operate in a larger metropolitan city. However, if you’re in a small town operating a retail store, gardening services or something similar, you may not get a lot of value from LinkedIn marketing.

Need a LinkedIn marketing agency to get you started?

Here at Primal Agency, we’re not restricted to any specific form of marketing. We’ll leave no stone unturned to find the best ways to promote and grow your business. As a LinkedIn marketing agency, we can produce high-quality long-form content, as well as handle all of your social media advertising needs. To get started evolving your business, contact the team at Primal today.

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