B2C marketing on LinkedIn: Does it exist?

B2C marketing on LinkedIn: Does it exist?

We tend to define goals among industries and we’ve done it also with platforms. So, Instagram is for B2C, and LinkedIn is for B2B. What about B2C Marketing on LinkedIn?

Breaking this ‘rule’ broadcasted from every marketing guide is why you should read further in this article.

LinkedIn has been a favorite platform of B2B marketers for a long time. But, now B2C companies are starting to explore the hidden gems of the channel.

With more and more people growing their presence on the platform and eagerly interacting with the community, the LinkedIn network is getting more authentic.

B2C marketing on LinkedIn is a new thriving opportunity.

It’s no more limited to professional interactions. Professionals have found a sweet spot of alternating business lessons and personal experiences in their content. You can find tons of posts from CEOs sharing their small everyday life achievements or insights they got while working out.

Obviously, it’s no longer a weird concept to share experiences from vacations and tell about your kids. Finally, it’s fine to get personal on LinkedIn.

So, does it all mean B2C brands have a chance to blend in and market themselves successfully on LinkedIn? Let’s see.

Who said B2C Marketing on LinkedIn can’t be as effective as B2B?

33% of B2B marketers stated LinkedIn was the most important social media platform for business promotion. It’s no surprise that only 4% of B2C agreed on this.

So, these numbers mean that you’ve just found the channel where the competition among B2C companies isn’t as insane as on Facebook or Instagram. 

Promoting your brand on LinkedIn brings numerous advantages, and here are just a few of them.

Top 5 Benefits of B2C Marketing on LinkedIn

  • Low competition.
    You’re likely to be the first among your closest competitors to build a promotional strategy on LinkedIn. 
  • Brand awareness.
    By diversifying your marketing mix with LinkedIn, you’ll get access to new audiences and boost brand recognition.
  • Credibility.
    You can only succeed on LinkedIn if you deliver value to your network. And with value comes trust, which helps to shorten the sales cycle and convert more people with less effort.
  • High-ticket clients.
    45% of active users of the platform are in upper management. LinkedIn is the right platform to attract high-paying customers.
  • Cost-effective lead generation.
    Have you been looking for ways to boost your lead generation strategy? LinkedIn is one of the best channels for connecting with potential customers and building an email list.

LinkedIn Demographics

LinkedIn is a network for professionals in every industry. Undoubtedly, there are no limits. 

Most importantly, professionals’ lives aren’t centered around work. These people also have personal lives and interests. 

To figure out whether you can reach the right audience on the platform, look at the demographics of LinkedIn users:

5 Brands Thriving With B2C Marketing on LinkedIn

Still hesitating to add LinkedIn to your B2C marketing efforts? Then look at some inspiring examples of B2C brands doing it right. The listed companies are very well known worldwide. We picked them up because of their variety of products and services.

1: Fitbit – Fitness App

Wellness products and services have become increasingly popular among professionals. The importance of prioritizing your physical and mental health is increasing by almost every leader on LinkedIn. Therefore, wellness marketing campaigns, like the one by Fitbit, drive great engagement among LinkedIn audiences.

Fitbit is the fitness app thriving With B2C Marketing on LinkedIn.

2: Blinkist – Book-Summarizing Service

People working 9-5 (or more) are incredibly picky with what they read… unless they can access key insights from bestselling books in as much as 15 minutes. 

Blinkist is popular among LinkedIn users as it helps professionals to spend their spare time more effectively. So, if your product or service is centered around the same mission, you’ll find your audience on LinkedIn.

Blinkist is the app that facilitates book summarizing for readers.

3: Everytable – Meal Subscription Service

Is LinkedIn great only for driving mobile app installs? Definitely not. The next example is a meal delivery service with a mission of providing access to nutritious meals to everyone.

Everytable has managed to build a loyal audience on LinkedIn by publishing podcasts, webinars, and articles. So, sharing the company’s values and insights into how they’re building the brand has been incredibly efficient.

Everytable is the app that enables meal subscriptions services.

4. Spotify

Even if you don’t use it (which we doubt), you know the significance of Spotify in today’s global music-streaming platforms. They’re indeed rocking it on LinkedIn. How? Well, they have no filters! Spotify presents a transparent work culture for its users. 

Knowing what happens in a brand’s office makes you understand their vision and principles much better. Thus, the sense of community is vital to building a long-lasting connection between customers with the brand.

Spotify's efforts are highly focused on B2C Marketing.

5. Netflix

B2C marketing strategy from Netflix unfolds the most engaging content specifically tailored to the platform. Netflix users on LinkedIn enjoy the funniest, dynamic content, from intriguing polls to engaging with movie lovers to showing a healthy work-life balance example. 

Although Netflix has everyone’s attention with its services, providing the latest updates on its LinkedIn page is the perfect marketing effort. 

Netflix integrates B2C Marketing Strategy in LinkedIn.

Connecting with consumers for B2C Marketing on LinkedIn

If you decide to give LinkedIn a try, get ready for a fascinating journey. Thus, you’ll get to know your audiences and see your brand from a different perspective.

Come Up With a Message

What’s one key benefit of your product or service for professionals? You’ll need to be conveying this message in all your posts. 

Below, we’re sharing a few things LinkedIn users might find the most appealing:

  • Everything that helps them stay mentally and physically healthy;
  • Everything that enables them to keep work-life balance;
  • Everything that saves their time;
  • Everything that serves a larger mission, like encouraging inclusion, supporting people in need, etc;
  • Everything that helps them better family time.

Grow Your Network

On LinkedIn, users are more eager to connect with other professionals and their brands than on Instagram. You can build a large network by simply inviting relevant people to connect with your personal profile and/or follow your company page.

Now, we feel like we need to briefly explain how the LinkedIn algorithm works:

  • When you publish a post, your content is added to feeds of 1st-degree connections of your own. 
  • When your 1st-degree connections interact with your post, it’s shown to their connections as well.
  • It’s also considered that the more engagements your post receives in the first minutes, the higher traction will be.

While connections are important, don’t add people just for the sake of growing your network. Have a look at your buyer personas and search for profiles that match your criteria.

Fortunately, you can filter out LinkedIn profiles by locations, job titles, companies, and even service categories.

Build a Personal Brand

While creating and maintaining a company page is optional (shocking, isn’t it?), building a personal brand for at least one company representative, be it a founder, CMO, or an account manager, is a must.

How often do you interact with brands on social media? Way rarer than you do with other people, right? Same works for your customers.

It’s easier to build credibility for a personal brand than a corporate machine. But to do so, you’ll need to prioritize valuable content over promotional materials. 

You won’t build a strong brand on LinkedIn by simply sharing your company updates from your personal profile. Pick a niche you have experience in and start sharing actionable tips and insights consistently. Include your product when it fits the topic.

Collaborate

LinkedIn is a great platform for establishing collaborations. Here you can find podcast hosts, apply to co-host webinars, connect with editors of top news outlets, and more.

Every collaboration is a big step towards growing your reach and eventually increasing sales conversion rates. To find collaboration opportunities, search for experts and thought leaders in your niche – do they participate in any events? Yes? Go apply. No? Reach out with your ideas.

Avoid Hard-Selling

A hard sell isn’t as effective as genuine content that entertains or educates. 

Short videos, interviews, free templates, seasonal content – these are only a few content formats that work well on LinkedIn. By telling stories that are different from what people got used to seeing from brands like yours, you’ll stand out and win your customers’ hearts.

Top 5 Tips for B2C Marketers on LinkedIn

1: Be Unique & Different

LinkedIn is the platform for professionals and companies, but that’s not a strict rule. B2C Marketing Efforts stand for better interaction with your clients. This does not include any specific direction. 

So, go outside LinkedIn’s box and offer unique, different content related to your users’ hobbies instead of industry updates. 

Find their interests and talk about them. Posts about non-work-related matters on LinkedIn may bring surprising results for your brand.  

2: Economical Organic Search

LinkedIn doesn’t let you break the bank for your marketing efforts like other platforms. B2C LinkedIn marketing campaigns obtain fantastic organic reach results.

Users can easily interact together and expand their network thanks to cute reactions available on each post. With valuable content, you can easily build a priceless, active audience on LinkedIn. 

3: Value Your Clients Opinion

Instead of analyzing users from various tools, ask your clients. It’s an ideal method to start conversations with your audience to understand their needs better and increase your posts’ engagement. 

Open-ended questions will push a better promotion from your audience to speak about your brand. Moreover, your direct questions will improve relationships with your LinkedIn followers. 

Polls questioning your products or services, feedback about users’ experience with your brand, and buying behavior will boost your marketing strategy. 

Tips for B2C Marketers on LinkedIn

4: Build Brand Awareness

Let people know your team behind the screen. Posting about your team members and various activities to enhance your brand awareness.

Your team achievements and life challenges can turn into inspiring texts for your audience. Humans need humans!

If you aspire to impress your audience with a positive impact, share your company culture by capturing funny moments of your team. Build the trust you need to be successful in the long term.

5: Interact With Other Brands 

Regardless of LinkedIn objectives, it’s a social media platform where interacting with other users, whether clients or companies, is the best you can do to expand your network. 

Influencers can be of great help. Plus, you can consider other brands in the related industry, as they’re surely not your enemies. Being updated on the latest trends and constantly sharing expertise will help you and other brands succeed. 

Verdict: B2C marketing on LinkedIn Exists! And… It Works!

LinkedIn as a marketing channel has a huge potential for B2C brands. 

Use your presence on the platform to appeal to your prospects’ interests outside of work, and you’ll be surprised by how beneficial this untapped channel can be.

Written by: Adelina Karpenkova, content marketer at Joinative.

Read More:

3 Free LinkedIn Company Page Analytics to Grow in 2021 (with examples)

How to generate leads on LinkedIn for your Career and Business

Building Powerful And Authentic Relationships On LinkedIn

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