Hey there, savvy marketers and business owners! It’s time we had a little chat about the professional network that’s been quietly dominating the brand awareness game: LinkedIn. Now, I know what you’re thinking – “Isn’t LinkedIn just for job hunting and humble bragging about promotions?” Well, hold onto your hats, because we’re about to dive into why LinkedIn might just be the secret weapon your brand awareness strategy has been missing.
The Brand Awareness Conundrum
First things first, let’s address the elephant in the room: brand awareness. It’s that elusive concept that every marketer dreams about but often struggles to quantify. You want your brand to be the Don Draper of your industry – smooth, memorable, and always top-of-mind. But how do you get there?
Here’s a mind-blowing stat for you: 90% of the purchase journey is completed before a customer even thinks about contacting a vendor. That’s right, folks – your potential clients are out there, consuming more than 10 pieces of content before they even consider reaching out to you. It’s like they’re binge-watching your brand’s Netflix series, and you need to make sure every episode is a cliffhanger.
Enter LinkedIn: The Unexpected Brand Awareness Superhero
Now, you might be wondering, “Why LinkedIn? Can’t I just stick to my trusty Facebook ads and call it a day?” Well, my friend, LinkedIn is like the overachiever in your high school class – it’s not just good at one thing, it’s annoyingly good at everything.
Here’s why LinkedIn is the Clark Kent of brand awareness:
- Quality Audience, Batman!: LinkedIn isn’t just a platform; it’s a gathering of the world’s professionals. We’re talking about people who are actively looking to learn, grow, and yes, even do business. It’s like having a convention of your ideal customers, all in one place. And the best part? Four out of five LinkedIn members drive business decisions. That’s right – you’re not just reaching any Joe Schmoe; you’re reaching the decision-makers who can actually say “yes” to your brand.
- The B2B and B2C Double Whammy: Whether you’re selling software to businesses or luxury cars to individuals, LinkedIn’s got you covered. It’s not just for the suit-and-tie crowd anymore. In fact, LinkedIn’s B2C audience has twice the buying power of your average web audience. Ka-ching!
- Trust: The Currency of Brand Awareness: Here’s the thing about LinkedIn – people trust what they see on the platform. Why? Because it’s tied to their professional identity. Nobody’s going to risk their career reputation by sharing dodgy content. This means that when you build your brand on LinkedIn, you’re building it on a foundation of trust. And trust, my friends, is what turns casual browsers into loyal customers.
The 95-5 Rule: Why Brand Awareness Matters More Than You Think
Alright, pop quiz time! What percentage of buyers do you think are actually in the market to make a purchase at any given time? 50%? 25%? Nope, it’s a measly 5%. That means 95% of your potential customers are just hanging out, not actively looking to buy.
But here’s the kicker – those 95% are the golden goose of brand awareness. Why? Because eventually, they’ll need what you’re selling. And when that time comes, you want your brand to be the first thing that pops into their head.
Think about it:
- 75% of companies buy computers once every 4 years
- 80% of companies change their principal bank once every 5 years
- 90% of consumers buy new cars once every 10 years
Your job is to make sure that when that rare buying moment comes around, your brand is front and center in their minds. It’s like planting seeds – you might not see the results immediately, but when the time is right, boom! You’ve got a forest of loyal customers.
The LinkedIn Brand Awareness Playbook: Your Guide to Domination
Alright, now that we’ve established why LinkedIn is the Beyoncé of brand awareness platforms, let’s talk strategy. How do you actually use LinkedIn to build your brand? Buckle up, buttercup – we’re about to spill the tea.
- Target Like a Boss: LinkedIn’s targeting capabilities are like a laser-guided missile for your ideal audience. You can target by industry, job function, seniority, skills – you name it. But here’s a pro tip: don’t just target the decision-makers. Remember the buying committee we talked about earlier? Yeah, you want to reach them all.
Use LinkedIn’s Audience Insights to understand who’s visiting your website and engaging with your content. Then, create a targeting strategy that reaches not just the big cheeses, but also the up-and-comers who’ll be making decisions in the future.
- Mix It Up with LinkedIn Ad Formats: LinkedIn offers a buffet of ad formats, and like any good buffet, you should try a bit of everything:
- Single Image Ads: Perfect for sharing thought leadership pieces or eye-catching visuals.
- Video Ads: Bring your brand story to life and engage viewers in a way that static images just can’t match.
- Conversation Ads: Start a dialogue with your audience and guide them through different content options based on their interests.
Pro tip: Don’t just stick to one format. Mix it up! It’s like dating – you wouldn’t wear the same outfit on every date, would you? (If you do, we need to have a separate conversation…)
- Thought Leadership: Be the Smarty Pants Everyone Wants to Know On LinkedIn – thought leadership is your secret sauce. But here’s the thing – true thought leadership isn’t about regurgitating what everyone else is saying. It’s about having a unique perspective and not being afraid to share it.
As Ann Handley, Chief Content Officer at Marketing Profs, puts it: “Much of what passes for so-called thought leadership isn’t thought leadership. It’s thought followership.” Ouch, but true.
So, how do you become a thought leader on LinkedIn?
- Add new perspectives to industry topics
- Keep it timely and brief (respect people’s time, folks!)
- Distribute your content effectively using both organic and paid strategies
Remember, you don’t always need to reinvent the wheel. Repurposing existing content can be just as effective. It’s like recycling, but for your brilliant ideas!
- Get Creative with Your Content: When it comes to content on LinkedIn, think outside the box. Here are some ideas to get your creative juices flowing:
- Host a “LinkedIn Live” session where you discuss industry trends
- Create a series of short, punchy videos answering common industry questions
- Write articles that challenge conventional wisdom in your field
- Share behind-the-scenes content that shows the human side of your brand
The key is to be authentic and add value. Nobody wants to follow a brand that’s all “me, me, me.” Be the brand that’s all “you, you, you” – focus on your audience’s needs and interests.
- Measure, Rinse, Repeat: Here’s where the rubber meets the road. To know if your LinkedIn brand awareness efforts are paying off, you need to measure the right metrics. Focus on:
- Reach: How many unique accounts are seeing your content?
- Frequency: How often are they seeing it?
- Engagement: Are people liking, commenting, and sharing your content?
- Video views: For video content, how many people are watching and for how long?
But don’t stop there. If you really want to see the impact of your efforts, consider running a brand lift study. This will show you how your LinkedIn activities are affecting brand awareness, favourability, and consideration.
The Long Game: Why Brand Awareness on LinkedIn is Worth the Investment
Now, I know what you’re thinking – “This all sounds great, but will it actually impact my bottom line?” The short answer is yes, but you need to be patient.
Brand building is like planting an oak tree. It takes time to grow, but once it’s established, it’s sturdy, long-lasting, and provides shade for generations to come. (Okay, maybe that metaphor got a bit away from me, but you get the point.)
Investing in brand awareness on LinkedIn can lead to:
- Greater category flexibility (ability to pivot when needed)
- Competitive advantage (hello, market share!)
- Customer loyalty (because everyone loves a familiar face)
- Pricing power (less price sensitivity = more profit)
- Talent branding (attract the cream of the crop)
The Bottom Line
Look, we get it. In the world of digital marketing, it’s easy to get caught up in the immediate gratification of performance marketing. But here’s the truth bomb: brand awareness is what sets you up for long-term success.
LinkedIn offers a unique opportunity to build your brand in a professional context, reaching decision-makers and future buyers in a trusted environment. It’s like having a VIP pass to the world’s largest business networking event – 24/7, 365 days a year.
So, are you ready to take your brand awareness game to the next level? It’s time to stop treating LinkedIn like that gym membership you never use and start seeing it for what it really is – a powerhouse platform for building your brand.
Remember, in the words of the great Wayne Gretzky, “You miss 100% of the shots you don’t take.” So take that shot, build your brand on LinkedIn, and watch as your business grows in ways you never imagined.
Now, if you’ll excuse me, I need to go update my LinkedIn profile. Those thought leadership articles aren’t going to write themselves!