A Guide to Nailing B2C Marketing on LinkedIn
Table of Contents
- LinkedIn B2C Marketing: Does it Work?
- Advantages of LinkedIn B2C Marketing
- 15 Amazing Tips for LinkedIn B2C Marketing
- 6 Examples of B2C Brands on LinkedIn
- Key Takeaways
According to LinkedIn, four out of five of its members hold decision-making positions in their companies. That makes LinkedIn heaven for B2B marketing. But what about B2C marketing on LinkedIn? Well, the platform has great potential for B2C brands too.
This blog will show you whether B2C marketing works on LinkedIn, and offer some excellent tips to grow your B2C brand on the platform. Plus, you will also see some examples of B2C brands that are acing it on LinkedIn.
LinkedIn B2C Marketing: Does it Work?
LinkedIn is full of entrepreneurs and professionals. But, don’t professionals have a life outside their work? They are also humans who love to eat, buy things, and spend time with their families. Most importantly, they are people with purchasing power.
Thus, professionals on LinkedIn can also turn out to be consumers of your B2C product or service. Sometimes, they can be your secondary audience too. For instance, if your brand produces goods for children, it would be a good idea to target their parents on LinkedIn. After all, they will have the purchasing power.
You can also connect with professionals who might be interested in investing in your business. For all you know, you may find your business partner on LinkedIn. Also, what if a retailer decides to stock your products? Wouldn’t that be a wonderful opportunity?
Thus, B2C brands have endless opportunities on LinkedIn. Moreover, the time is ripe, because only a handful of B2C companies are using the untapped potential of the social media platform.
Advantages of LinkedIn B2C Marketing
Now that you know that B2C businesses can work well on LinkedIn, let’s look at the amazing benefits the platform will offer you.
1. Low competition
33% of B2B marketers agree that LinkedIn is a useful place for marketing, while only 4% of B2C brands agree to it. What does that mean? You will not face the kind of break-neck competition that you do on Facebook or Instagram.
If you are a B2C brand, now is your chance to explore the untapped waters. Starting early will let you soar far ahead of your closest competitors.
2. It helps build credibility
Succeeding on LinkedIn will require you to add value for your audience, which will build trust and credibility. As a result, your audience will be more likely to buy from you.
3. It boosts brand awareness
You might have been active on Facebook and Instagram. But, marketing your B2C brand on LinkedIn will expose it to a wider audience. More people will get to know about your brand, and you will gain new customers.
4. It offers access to premium clients
Much of LinkedIn’s audience base consists of the upper management in reputed companies. Thus, you can target high-ticket clients with your marketing. After all, a handful of high-paying customers can give you more revenue than hundreds of low-paying ones. Moreover, you can also use the LinkedIn search bar to connect with your target audience.
5. It is cost-effective
There is a lot of craze around Facebook, Instagram, Twitter, and the like. So, marketing on these platforms requires you to spend big bucks. However, that’s not the case with LinkedIn. The platform makes it super easy to reach your potential customers and at a reasonable cost.
15 Amazing Tips for LinkedIn B2C Marketing
Now that you know how lucrative B2C marketing on LinkedIn can be, you must be thinking about how to succeed on the platform. Don’t worry. We’ve got your back. Here are 11 superb and actionable tips to ace your B2C marketing on LinkedIn.
1. Grow your network
Who will see your content if you don’t have an audience? So, the first step is to add your target group to your network. You can invite people to connect with you through your personal profile. You can then invite relevant people to follow your business page too.
Pro-tip: Don’t invite everyone to follow your business page. Know your target audience: seek responses from those who will be interested in your brand. That’s because not everyone can be your ideal customer.
2. Create valuable and engaging content
Content defines your brand and its marketing strategy. Make sure you keep the content relevant to your audience. If your posts are engaging, your audience will come back for more. Thus, you will gradually build a loyal audience base, which will become your customers.
Remember, your readers are most likely swarmed with hundreds of posts on their feeds. Therefore, you need to use your creativity and stand out. Focus on making your content memorable so that people remember your brand.
3. Know your audience’s non-work interests
Professionals on LinkedIn have a life outside of work. You can talk about these interests to stand out. There is a lack of content outside traditional work-related topics on LinkedIn, which may make it lackluster for many. So, you can easily grab your audience’s attention and become memorable by creating content people can actually connect with. After all, they will love to see your posts when their brain needs a break from work.
There’s no hard-and-fast rule that you will have to adhere to, when it comes to adapting to the atmosphere on LinkedIn. However, make sure you don’t overdo it on the personal front. Strike a balance between being fun and still professional enough. Talk about what makes your brand special, entertain people, and they will love it.
4. Engage with other brands’ content
Interacting with other people’s content humanizes your brand. Plus, you will also form a relationship with your audience in the process. After all, LinkedIn is a social media platform, and you have to be social on it.
Look for people interested in your industry or niche and interact with them. Engaging with influencers will also boost your brand’s visibility. You can leave meaningful and witty comments on people’s posts. That will attract a lot of eyeballs and people are likely to check out your business page. They might also follow you and become your customers later on. So, you just can’t afford to interact with other users on the platform.
5. Leverage LinkedIn’s organic reach
Unlike Facebook and Instagram, you don’t have to spend several bucks on your B2C LinkedIn marketing campaigns. That’s because LinkedIn has an excellent organic reach.
When someone likes your post or comments on it, LinkedIn shows the post to their network. In that way, your post will get wide exposure. Just imagine if an influential thought leader from your industry comments on your post. That will give your brand great reach and exposure. So, if you focus on building an audience on LinkedIn, you won’t have to spend a single penny on paid advertisements.
6. Repurpose content from other platforms
Your brand might have some really successful content on other social platforms. Why not use it on LinkedIn too? Look for some of your posts that have performed well on other platforms. You can post them in the same form on LinkedIn, or you can repurpose them into a different type.
If a post has performed well, it means people already like it. So, resharing your post on a new social platform will expose it to a wider audience. And who knows? It might even go viral!
7. Use LinkedIn ads
Apart from posting on the main feed, you can also leverage LinkedIn ads. Ads are an excellent way to target potential customers if your budget permits.
Setting your advertising budget is key to getting a successful LinkedIn ad campaign. On this platform, you have the option to choose from various goals when deciding on your ads spend, such as brand awareness, engagement, website visits, and more.
Make sure you have the budget for running the entire campaign before starting with paid ads. For instance, if you spend $5 daily, make sure you can spend at least $150 in a month for your paid ads.
However, running paid advertisements on LinkedIn is not compulsory. There are several other ways to connect with your target audience. For instance, you have already seen how long-form posts can help you reach your potential customers.
8. Leverage LinkedIn hashtags
Just like other social media platforms, you can use hashtags on LinkedIn. Hashtags help you reach people outside your network by targeting specific niches.
Look for hashtags relevant to your industry and include them in your post. LinkedIn lets you check the number of people following a hashtag. So, you can choose hashtags with a considerable following. Many tools like Hashtagify can help you find relevant hashtags. However, these days, LinkedIn automatically suggests hashtags based on the contents of your post.
Use hashtags to reach new people. But make sure you don’t litter your posts with too many hashtags. That won’t look aesthetically pleasing and might even confuse your audience.
9. Spark discussions by asking questions
Asking questions is an excellent way to start discussions and boost engagement in your posts. You can ask open-ended questions that make your audience think. That will get more people to speak about your brand.
Questions can help build relationships with your followers on LinkedIn. A great way to implement this strategy is polls. You can also use them as a part of your research. What questions can you ask on LinkedIn? Let’s take a look.
- Questions about your products or services
- Asking people to talk about their experience with your brand
- Questions about their lifestyle and buying behavior to help you build a solid buyer persona
10. Create content that fosters brand awareness
People love to know about brands. They are particularly interested in the faces behind a brand. Posting about your team members can boost brand awareness and even engagement on your page. You can introduce your team members to the audience and share their achievements and life stories. People connect best with real humans, and they will love to see such stories.
Apart from that, you can also share daily updates from work and the kind of work environment your company offers. That will create a positive image of your brand. These types of posts based on your company culture will help people know about your brand beyond its products. That will lead to trust and credibility. And people buy from brands they know and trust.
11. Avoid using jargon in your communication
You might feel tempted to use business jargon when posting on social media. However, it will alienate you from your audience if they don’t understand the terms. So, the best B2C LinkedIn tip is to keep your posts simple and relatable.
Try to write as if you are talking to a friend. Will you use difficult, technical words? Maybe you will laugh and joke with them while conversing over a cup of coffee. Maintain that same tone in your content to connect with the maximum number of people. Using a friendly and conversational tone in your content will help you win your customers’ hearts. Thus, they will come back for more.
12. Avoid hard-selling
If you are always trying to sell something to your audience, they will get repelled. Instead, try posting educational content that solves their pain points. You can also entertain them through your posts to make your brand memorable.
When people love your content, they will follow you regularly. That would want to build a long-term relationship with you, which is beneficial for your business.
13. See what your competitors are doing
Keeping an eye on what your competitors are doing should be a part of your social media strategy. And LinkedIn is no exception.
Understand what kinds of posts your competitors are publishing. Figure out what is bringing them more engagement. You can take inspiration from their content and apply it to your strategy. You can also let your creative juices flow to stand out from the competition. Post something that your competitors have never done. That will instantly grab eyeballs and make your brand the talk of the town.
14. Build your personal brand
Building the personal brand of the founder or CEO is more important than creating the company page on LinkedIn. Why? Because people are more likely to interact with fellow humans than companies.
Building your personal brand as the founder or marketer will make your company known. Moreover, when people like you, their chances of liking your company also increase. But how do you go about building your personal brand? Here are some tips that will help.
- Don’t post promotional content. Give insights and valuable information instead.
- Choose a niche. It’s better to focus on your industry type.
- Start creating valuable and actionable content that helps your audience.
- Maintain consistency.
- Engage with your audience to build relationships.
This is one of the most significant B2C marketing LinkedIn tips of all time. Collaboration is a great way to boost your reach on LinkedIn. You will find many creators, bloggers, and podcast hosts in your niche. Reach out to them and collaborate.
You can also participate in different webinars and events related to your industry. Collaborations will let you build relationships with other industry experts, boosting your brand awareness at the same time.
6 Examples of B2C Brands on LinkedIn
Now that you know how to ace LinkedIn B2C marketing, let’s look at some B2C brands that are rocking the LinkedIn game.
Spotify is one of the top global music-streaming platforms today. And they have a strong presence on LinkedIn, in addition to other social platforms.
On LinkedIn, Spotify gives its followers glimpses into its work culture. People get to know what is happening in its offices. This helps them know the brand better. They also share videos of employees answering various questions about the work culture. Thus, readers feel a sense of community and form an instant connection with the brand.
People are always keen to know how work goes on at a company. They love to know about the people who bring them their favorite products and services.
Netflix follows an interesting approach when it comes to B2C marketing on LinkedIn. Their posts on LinkedIn are tailored for the platform. However, the content is fun and engaging.
For instance, you can often spot intriguing polls on their LinkedIn page. In a recent poll, they asked their followers which Netflix character they would want in their interview room. Needless to say, the poll got some crazy engagement.
They also post about maintaining a healthy work-life balance. These types of posts work well because their brand helps people relax after a tiring day at work, and provides them with information that is palatable.
Apart from that, Netflix also offers the latest updates on movies and shows through its page. Thus, their content is the perfect blend of information and entertainment.
Fitbit is a fitness app that is recently gaining a lot of traction on LinkedIn. Health and fitness have become a cause of concern among many professionals today. So, they try to harp on the importance of maintaining good health.
They conduct wellness marketing campaigns, urging people to lead healthy lives. These campaigns get excellent engagement among the LinkedIn audience.
All work and no food will drain all your energy. Everytable is a food delivery service, aiming to provide nutritious meals for everyone.
They aim to boost brand awareness by sharing their founder’s stories. It makes their brand relatable and wins them a loyal audience. Plus, they also share articles and podcasts, giving insights into the company culture. It helps people connect with the brand on a deeper level.
Zomato’s witty one-liners never fail to amaze people. They post fun and engaging content that makes people smile, laugh, or even open the app to order food.
They focus on quirky and relatable content that people love to share. There have been many instances of Zomato’s posts getting really high engagement.
Fenty is a global fashion brand. Yes, even fashion brands are doing well on LinkedIn. Who said professionals are not interested in fashion? Fenty shares visually appealing multimedia content to tell its brand story. It also showcases its collections through video content. As usual, visual content grabs more eyeballs, driving engagement.
You, too, can create compelling visual posts on the platform. Check out these infographics templates to design eye-catching posts for your LinkedIn page.
- LinkedIn has tremendous potential for B2C marketing.
- The competition is less, since only a few B2C brands are leveraging LinkedIn.
- Three out of four LinkedIn members are decision-makers in their companies. So, you can get high-ticket clients for your business.
- You can also get investors or business partners for your brand through LinkedIn.
- Creating valuable and engaging content tailored to suit your audience’s interests is the key to success when it comes to LinkedIn B2C marketing.
- Engaging with your audience helps build relationships.
- You can take advantage of the platform’s organic reach to increase your brand’s engagement.
- Building a personal brand can get more people interested in your business.
Now that you know all the secrets of acing your B2C marketing on LinkedIn, start taking your business to great heights. Remember that professionals are humans too. They love good food, fancy clothes, and gifting their loved ones on special days. This creates immense potential for B2C brands to promote their content on the platform. So, the next time someone says LinkedIn is not for B2C, share this blog with them.
LinkedIn has traditionally been a place for B2B marketing. However, B2C marketing is also becoming popular on the platform. Marketers should definitely use LinkedIn for B2C marketing because professionals have a life outside work too. Moreover, only a few B2C brands have started leveraging the platform, which means lesser competition.
Follow these steps for a successful B2C LinkedIn marketing strategy.
1. Create engaging content.
2. Use simple words instead of jargon.
3. Engage with your audience.
4. Take inspiration from other B2C brands.
5. Give insights into your company culture.
6. Ask your audience questions to start conversations.
B2C marketing stands for business-to-consumer marketing. It targets individuals as customers. Thus, it is different from B2B marketing, which targets other companies as customers.
Amazon, Flipkart, Zomato, Netflix, and Adidas are some examples of B2C brands.