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How and Why AV Integrators Should Use LinkedIn

Jacob Brain


LinkedIn can be a powerful tool for individuals and companies looking to make new connections, generate leads, and build their brand. While it’s an important platform for all businesses, LinkedIn can be a true game changer for AV Integrators.

For AV Integrators, waiting another day to incorporate LinkedIn into your social marketing strategy is another day you’re missing out on an important aspect of your business. It’s an essential piece in AV integrator marketing.

1. LinkedIn is even more important to B2B marketers than Facebook.

According to the 2015 Social Media Marketing Industry report, LinkedIn has surpassed Facebook as the No. 1 most important social platform for B2B marketers. While only 21 percent of B2C marketers cited LinkedIn as their preferred platform, 41 percent of B2B marketers put it at the top of their list (compared to just 30 percent who said Facebook was the most important).

2. LinkedIn is the third most used social platform among business owners.

LinkedIn is the third most commonly used social network for business owners behind Facebook and Twitter. With 62 percent of business owners reporting that they use the platform, and an additional 22 percent saying they intend to use it in the next year, the use of LinkedIn as a valuable business tool shows no signs of slowing down.

3. Statistics suggest LinkedIn may be the most effective platform for product launches.

Are you still relying on traditional press releases to get the word out about new products? Social media – and LinkedIn in particular – has had an enormous impact on how you distribute product news and information to media, bloggers, and consumers. According to polling done by Regalix, LinkedIn is now the No. 1 platform used for product launches among B2B businesses, followed by Twitter. A whopping 81 percent of B2B businesses say they use LinkedIn for launches, compared to 71 percent who use Twitter and just 54 percent who use Facebook.

4. LinkedIn is one of the most effective ways to recruit new talent.

While job boards and career websites have typically been among the top channels for finding qualified job applicants, the use of social professional networking sites for recruiting has exploded over the past four years. According to LinkedIn’s own research, these sites (one of which is LinkedIn) have seen a 73 percent increase in job recruitment usage, compared to a 15 percent increase for internet job boards and a 16 percent decrease for staffing agencies.

5. Some research suggests LinkedIn may be the most effective platform for lead generation.

2012 research by Hubspot found that LinkedIn referral traffic had the highest visitor-to-lead conversion rate among social networking sites; higher even than Facebook or Twitter. They found that LinkedIn had average conversion rates of 2.74 percent, compared to Facebook’s .77 percent and Twitter’s .69.

While these numbers are likely to have changed over the past couple of years, there’s no doubt that LinkedIn continues to drive a significant number of leads for business – particularly in the B2B space.

6. LinkedIn is the ideal network for establishing thought leadership.

As a key channel for professional content distribution, there’s no more effective network for establishing yourself or your brand as a leader in your industry. LinkedIn groups allow you to position yourself as a trusted influencer in your niche, and recommendations and endorsements can go a long way to solidifying your reputation as a trusted entity in your field.

7. LinkedIn gives your brand increased search visibility.

A properly optimized LinkedIn profile and company page increases your chances of ranking in Google search, giving you more valuable real estate in the search engine results. To ensure you’re ranking in search, make sure you:

  • Are using relevant keywords in your personal bio and page description
  • Use descriptive wording in your job title and company name
  • Complete all fields in your profile and company description
  • Include links to your website and blog in your profile, description, and posts

8. LinkedIn posts have the potential to reach all your page followers.

Unlike Facebook, LinkedIn has no filtered feed. When you post an update to your LinkedIn company page, it appears in your followers’ feeds, regardless of how often they have interacted with your posts in the past.

Your AV integration company needs to be on the front lines when it comes to LinkedIn. Here at New North, we can help.

We know you’ve got a lot on your hands managing your social media marketing, let alone applying a deeper strategy for engagement. Even if you have a dedicated member on your team handling social media, knowing what to post and creating a successful campaign might still be a faraway concept. You need a bigger picture of how social media can be meaningful to your business and growth.

We offer a free, no-hassle consultation to determine exactly what needs you have and how we can help. AV marketing is easier with a proven plan.

Contact us today.

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