According to Jerome Bloch, CEO of 360Crossmedia, Linkedin is a powerful tool that can significantly impact companies’ performance. But most companies adopt very inefficient LinkedIn strategies. Here’s how to tap into the platform’s benefits.
Why is Linkedin so effective for companies?
Linkedin is often referred to as a "social network" when it’s actually a massive "market intelligence" tool whose main purpose is to help companies recruit employees. Personally, I don't use Facebook, Instagram, Snapchat, Twitter and especially Tiktok, because the time investment required — voluntary or stimulated by algorithms and dopamine — seems excessive when compared to the potential benefits. On the other hand, I use Linkedin on a daily basis because it contributes to over 20% of my company’s turnover each year.
"Linkedin allows you to showcase your brand in a very powerful and free way"
How do you ace your LinkedIn strategy?
The answer is very simple; the main problem is that most companies adopt highly ineffective approaches. 1) They do nothing. 2) They go to Microsoft — the owner of Linkedin — to receive training, which is a bit like asking a drug dealer for advice on the best drugs. 3) They pay a high price for ads on Linkedin, which based on my own experience isn’t very effective. At 360Crossmedia, we take a very pragmatic approach to LinkedIn. It’s based on 3 pillars : 1) Configuration: the aim of the game is to get access to as much data as possible while disclosing as little information as possible. 2) Branding : Linkedin allows you to showcase your brand in a very powerful and free way, notably by publishing videos (for which we’ve developed the www.360-Box.com). 3) Campaigns : we produce content that’s tailored to specific audiences and contexts, because this is what works best.
Which LinkedIn strategies are most effective?
Keep in mind that Linkedin is the only tool in its category that does not pay content creators. The downside of this is that the distribution of content is not regulated by the LinkedIn algorithm. The opposite is true for Instagram or Twitter, where a failed post can condemn you to oblivion. Depending on their objectives, we apply different strategies for our clients, but they all have one thing in common: the need to move as quickly as possible from the digital world to the real world. Growing a large audience and engaging with it on LinkedIn is just the preparation for real-world marketing. As soon as someone likes a post or publishes a comment, we trigger responses aimed at leveraging that person’s interest to develop our clients' business. The measurable goal is to get an appointment, a Zoom call, or at the very least an email. This prevents digital posturing. It’s an approach that is based on the business fundamentals of the last centuries: Linkedin helps accelerate mutual knowledge and appreciation that can help build business relationships. If you take my account as an example, I have patiently accumulated 29,500 connections and will get close to 4,000,000 views per year by the end of this year.