THE MARKETING CORNER
How to Leverage LinkedIn to Market Your Business Barbara Pennati eos Mktg&Communication Srl
info@eosmarketing.it
LinkedIn is one of the most effective tools to market your business. In fact, thanks to the many options and features available (some of which quite hidden or underestimated), we have the opportunity to promote our business to a highly specialized target not only through paid ads but also organically. In this article, we offer you a complete overview of the major LinkedIn features, strategies and useful tips for implementing an effective personal profile and company page.
L
inkedIn is undoubtedly the number one professional platform in
as a concrete opportunity to reach a highly specialized and potentially
the social media landscape.
interested target.
Launched in 2003 and acquired by Microsoft in 2016, LinkedIn is
LinkedIn, like all other social networks, was created to connect people
mainly used for the creation of professional contacts, the exchange of
and only later as a showcase for companies.
information and content relating to the world of work and job search.
Therefore, before taking any action on behalf of our company, it is good
With over 740 million users1, 40% of whom access the platform on
to have a well-finished personal profile.
a daily basis, LinkedIn is among the essential tools for professional networking, both on a personal and corporate level.
How to create a professional LinkedIn profile
In fact, if it is true that having an up-to-date personal profile on LinkedIn
An up-to-date, professional profile should feature an equally up-to-date
can open us to new career opportunities, it is equally true that a
and professional profile photo. So, forget about photos with sunglasses
company page on LinkedIn represents an important touchpoint, as well
or vacation shots: let’s choose a photo that represents us, without necessarily being serious, but that conveys an image in keeping with the
1
https://kinsta.com/blog/linkedin-statistics/
124
N. 70 - JULY/AUGUST 2021 - international PAINT&COATING magazine
world of work.
