Main advantages of LinkedIn for businesses

Published on 09/04/2024

Main advantages of LinkedIn for businesses

Published on 09/04/2024
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Main advantages of LinkedIn for businesses

LinkedIn is undoubtedly the most important social network when it comes to business, promoting communication between professionals and companies. This is something other social networks do not have in their DNA.

This social network allows for building professional relationships, generating potential clients, acquiring useful information, conducting market research, improving brand reputation, and creating profitable online communities.

Users, comprised entirely of companies and professionals, reached 400 million members worldwide last year.

While useful for all business activities, LinkedIn offers special value to B2B social media marketing. Therefore, in this article, we highlight the advantages that LinkedIn offers to companies and some disadvantages that can hinder their management.

Main advantages and disadvantages of LinkedIn for companies

Social networks, and LinkedIn in particular, have a significant impact on how product information is disseminated among media and consumers, offering a number of advantages to business enterprises.

Advantages of LinkedIn for companies:

Provides visibility

The first advantage LinkedIn offers companies is visibility. The social network displays to a professional audience information about the company, its services, its website, the number of employees, etc. But also the valuable content it provides for the growth of its followers and users.

A company becomes attractive mainly thanks to the visibility it manages to obtain within the market, the reactions and opinions of people, including customers, potential customers, workers, and partners.

Creates brand recognition, a good reputation, and connectivity

LinkedIn is an ideal platform to increase your online recognition and reputation. With more than two professionals signing up every second, companies have the opportunity to connect with an increasing number of interesting potential customers. By using different features, both personal and group, companies and the individuals representing them can improve their visibility and credibility, both individually and as a brand: a good profile on LinkedIn allows you to improve your online reputation.

Retains customers

Thanks to LinkedIn, the public interested in a particular sector can stay up to date with the latest news by following certain company pages, groups, contacts, and events. In this way, companies can retain their customers, establishing a direct relationship with them: LinkedIn is perfect for listening, learning, asking questions, and developing a perspective on each situation.

Facilitates influencer marketing

Thanks to the multiple possibilities LinkedIn offers for providing quality content, participating in communities, and interacting with them, it can be said that this social network is “fertile ground” for opinion leaders and “influencers” looking to become trusted advisors within defined professional sectors.

Leadership and reputation go hand in hand with influencer marketing, and since the main objective of LinkedIn is networking, it will be easier to identify and attract the attention of influencers to help increase the visibility of your business.

Allows for efficient lead generation

LinkedIn is possibly the best network for lead generation. In addition to traditional techniques, such as mentioning interesting content that potential customers can download or directing traffic to relevant sources, LinkedIn offers effective tools for identifying contacts and engaging them to the point of converting them into customers. This is a combination of listening, analyzing, participating, sharing, networking, and responding.

Strengthens business relationships

It promotes and adds value to reciprocal and quality relationships with potential customers, indirectly promoting the company, thereby increasing business opportunities and nurturing the contact network.

The strength of LinkedIn lies in its ability to build relationships between professionals, which is more difficult to do with other social networks.

HubSpot even revealed that LinkedIn has the highest conversion rate of visitors to leads compared to other social networks like Facebook and Twitter.

Although these numbers may have fluctuated recently, there’s no doubt that LinkedIn continues to drive a significant amount of business opportunities.

Facilitates personnel selection

In the last 4 years, the role of professional social networks in recruiting new qualified professional profiles to expand their staff has skyrocketed, offering a significant improvement and optimization of time and resources when dealing with personnel selection. LinkedIn is the main platform for doing so, and its use in talent acquisition and hiring increased by 73%, compared to recruitment agencies. Providing companies with autonomy in the recruitment and selection process.

Promotes the practice of link building

The power of LinkedIn’s “link building” is relevant. Like other social networks, LinkedIn has a function, or rather, a button to share content. This exercise allows a certain post to be visible on the user’s profile and to their professional contacts. It is also possible to share content with professional interest groups. This is particularly effective for spreading informative content about the company and its business, products, and services, as it can have a viral effect and even lead to valuable collaborations.

Disadvantages of LinkedIn for companies:

While LinkedIn offers valuable advantages for companies, it also has some disadvantages, especially when wanting to manage it properly and invest in its tools. Below, we detail each of the identified disadvantages.

Requires special attention

LinkedIn needs dedicated management to obtain benefits that add significant value to the company, undoubtedly requiring attention, time, and work, which for small marketing teams can be a disadvantage or an obstacle in achieving the desired objectives expected with this social network. But it is true that consistency is key to generating a positive presence and massive visibility.

Needs constant updating

A disadvantage that goes hand in hand with the already mentioned attention, the lack of attention to actions on LinkedIn results in being out of date.

Updating content is essential to not confuse or discourage the audience that follows the company. Evidence of changes and new content motivates users to contact companies and even close a purchase.

In addition to keeping content updated, it is important to stay up to date on LinkedIn updates as such, which can be cumbersome, even more so when updates are not made available to all users as happens on other social networks.

Suspect profiles can be found

Fake or suspect profiles exist on all social networks, but on LinkedIn, they can be more critical since it handles a bit more exclusive professional information. These unreliable users use others’ contact networks with the aim of stealing sensitive information.

Its paid tools are expensive

LinkedIn has very useful paid tools for commercial and marketing departments, facilitating customer and talent acquisition and promoting direct contact with specific profiles or accounts of interest. However, the price of its licenses is high, and their management is not entirely intuitive.

There are many business advantages that LinkedIn offers, however, they become evident easily if there is enough time to take care of every detail in its management. In this way, LinkedIn becomes a multi-level social network, cultivating profitable relationships and promoting the growth of the business enterprise.

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