More Than Networking — Generate Leads and Close Deals With LinkedIn.
LinkedIn is home to 830 million members across 200 countries and territories. A sizable chunk of them can make purchasing decisions, and many more can influence those decisions in some way. It’s the most targeted network for B2B organisations and boasts impressive stats across the board:
- 93% of B2B marketers use LinkedIn.
- 77% of marketers say they get the best organic results from a LinkedIn campaign.
- 40% of frequent LinkedIn users access the social media platform daily.
- LinkedIn is 277% more effective at generating leads than Facebook and Twitter.
- 43% of marketers say they’ve sourced at least one lead from LinkedIn.
- 80% of B2B leads come from LinkedIn.
Simply put, there’s a wealth of value to be found in your LinkedIn company page, from brand awareness and lead generation to conversions and loyalty. If you don’t know how to take advantage of every element — including sponsored content, campaign optimisation and LinkedIn advertising — you could miss out on critical benefits.
You need a LinkedIn marketing agency on your side.
Our social media consultants and digital marketing experts are well-versed in structuring, managing and optimising a LinkedIn company page. They know how to use the professional networking site to augment an existing social media marketing strategy, help generate leads and nurture them deeper into the sales funnel — from connection to contract.
Social Media Management
Our dedicated social media strategists can help you build your company page from scratch. Alternatively, we can optimise your brand’s existing LinkedIn network in the following ways:
- Refining your target market.
- Developing LinkedIn marketing campaigns.
- Copywriting your business page’s network profile.
- Making strategic connections.
- Engaging with other brands and users on LinkedIn.
- Spearheading LinkedIn content campaigns.
- Creating posting schedules.
- Monitoring your page and audience growth.
- Reporting on your performance.
- Managing LinkedIn messages.
- Much more.
Social Media Posts
Did you know active LinkedIn pages receive 5x as many views as inactive ones? They also see 7x more impressions and 11x more clicks per follower. Furthermore, weekly posts see 2x the engagement.
That means the only way to keep your professional connections engaged is by regularly posting interesting content. Brafton’s social media consultants work directly with our content strategists and creatives to help structure, distribute and promote your original blog posts and thought-leadership articles. Other types of custom posts we create include:
- Informative and highly useful text-only posts (1,300 characters or fewer).
- Long-form content through LinkedIn’s article-publishing platform.
- Third-party content that is of value to your connections.
- Original photos, graphics and other visual content.
- Original video content.
- Company updates and milestones.
- Links to your latest research and other original content.
- Much more.
Our LinkedIn marketing solutions also include post schedule optimisation, helping you get the most impact from each piece of content.
Video is just one more form of content you can utilise in your LinkedIn campaign. It also has variations — like live streams, which see 7x more responses and 24x more comments than regular video content.
Social engagement videos are great for building brand awareness among your connections, especially when that video content is short, well-scripted, captioned, interesting and worth re-sharing. Our social strategists collaborate directly with our creative teams to produce 30- to 45-second social videos that:
- Grab users’ attention as they scroll through their feeds.
- Build brand credibility.
- Demonstrate your expertise.
- Encourage likes and shares.
In professional circles, reputation is everything. Social listening is the process of finding out what people are saying about your brand, competitors and industry on social media platforms. Brafton’s social media strategists pay close attention to multiple social channels, including LinkedIn, to identify and flag all brand mentions. Some of the tasks involved in social listening include:
- Pulling data about likes, comments, re-shares and posts that tag and/or reference your brand.
- Responding to feedback as needed.
- Flagging misinformation about your brand and its products or services.
- Answering questions that connections may have asked about your brand.
- Bringing negative mentions to your brand’s attention and helping to resolve the problem.
There are 3 phases to every LinkedIn marketing campaign: Plan, build and report.
Our social strategists start the planning phase by assessing the state of your current LinkedIn campaigns through benchmark reporting. We’ll compare your LinkedIn profile to others in the industry to identify areas for improvement; we’ll also analyse how LinkedIn should fit into your overall social media marketing approach.
Next, we define the target audience for your new campaign and develop solutions and strategies built to cater to these individuals. We use a combination of LinkedIn marketing solutions, B2B marketing best practices and sponsored content or LinkedIn advertising as you see fit.
Finally, we report on the performance of those campaigns and provide data-driven recommendations for future tactics and strategic revisions. Some of the key metrics we look at in our customer reports include but aren’t limited to:
- Engagements (likes, shares, comments).
- Branded hashtags.
- Important industry buzzwords.
- Relevant conversations about the state of your industry.
Social Media Ad Management
Did you know 75% of B2B marketing experts use LinkedIn advertising? That’s likely because a LinkedIn ad can reach over 14% of the global population.
LinkedIn offers paid ad campaigns that help businesses expand their reach to new audiences. Our LinkedIn marketing solutions help take the reins on these paid campaigns to boost brand awareness — especially for newer or recently optimised business pages — and ultimately boost engagement. We can do all of the following:
- Create text ads.
- Produce video ads.
- Set up dynamic ads.
- Launch message ad campaigns.
- Manage sponsored content campaigns.
- Help you allocate your spend across different social media channels.
Social Media Contest Creation and Management
Social media is called social media for a reason: You’re expected to be social, and that means finding new and interesting ways to engage your audience. Brafton’s social media strategists can ideate, strategise, launch, manage and measure social media contests, surveys and other user-generated campaigns for your brand.
It goes without saying that you’ll need well-researched, highly informative thought leadership content to engage professional users on LinkedIn. That’s not just because images and content get 2x the engagement; it’s also because 98% of content marketers use this social media platform to distribute their content, which means you have plenty of competition. Perhaps most importantly, it’s a trusted source of valuable information across industries, companies and employee roles.
Especially in B2B markets, LinkedIn audiences are well-informed professionals who use the platform for in-depth insights. That’s part of the reason why long-form articles that come in at around 2,000 words perform much better on LinkedIn than shorter-form blog posts. Furthermore, how-to and list posts perform better than question posts, while higher numbers of optimised headlines and images help content stand out — all best practices a LinkedIn marketing agency uses to create your campaign.
As a full-service digital marketing agency, Brafton has in-house, industry-steeped writers, designers, videographers and editors who can create compelling copy that lives on your website and is distributed through the world’s largest professional network. All the content we create is tailored to your target audience, optimised to perform well on search and expertly crafted to turn leads into prospects, and prospects into paying customers.
Social Media Marketing Optimisation
Your target audience doesn’t exist on just one social media platform, and neither should your business. You need a marketing agency that can help you keep track of how your LinkedIn campaigns interact with other channels, which audience exists where, how to tailor regular and sponsored content to the individual platform and how to make the most of an omnichannel marketing approach.
You should also look for an agency capable of aligning your marketing and advertising efforts. These approaches may not have the same best practices or audiences, but they can and should complement one another — and that requires expertise across a broad range of platforms and marketing solutions.
At Brafton, we have experience tracking post performance across just about every channel you can think of. We’re also well-versed in creating content that engages different audiences, from the younger groups on TikTok to the professionals on LinkedIn. Better yet, we can create a consistent brand voice across all these channels — so while your message and approach may change, your company’s values and customer experience don’t.
Who We Help
Anyone who needs it.
When it comes to LinkedIn, we can create a customised campaign for anyone: from a small business to an international enterprise and anything in between. Most of our clients are B2B and B2C businesses, but we can and have optimised personal LinkedIn profiles. This includes writing summaries, proofreading copy, creating custom images and more.
Business or personal, we go to great lengths to create professional-grade content that captures the essence of your brand. It won’t feel like outsourcing; it’ll feel like upgrading.
Not in Australia?
Check out our international LinkedIn Marketing Services: