Business-to-consumer (B2C) marketing refers to the tactics and practices used to promote products and services among consumers. B2C marketing differs from B2B marketing in a number of ways, one being that it often depends on the campaigns’ abilities to invoke emotional responses, rather than solely demonstrating value.
Many brands have opted to use LinkedIn as a social media platform to attract customers through marketing and various kinds of ads. Top digital marketing agencies in India recommend the same. As statistics show, even though a lot of people use LinkedIn on weekdays, the maximum amount of usage is seen on weekends. People in their leisure time tend to open LinkedIn and browse through it for job opportunities and openings. B2C platforms use this to their advantage and based on the consumer’s online behavior, shoot out ads which match the consumers search behavior. For example – if a person who is planning to buy a car and has done some research on the same online, gets an ad of a car which is well within his budget, he will surely open the ad and go through the same. Especially on the weekend when he’s going through LinkedIn in his free time.
These few examples will help answer the question of – how to use LinkedIn for business marketing. The best digital marketing company in Mumbai thinks that the following are some companies which are effectively marketing their products and services on LinkedIn –
- Starbucks – While the main focus of Starbucks on LinkedIn appears to be its employment opportunities, the company shares many other kinds of content, including investor information, ideas on how to gift Starbucks via social media, and small stories of inspiration. This helps with b2c brand awareness using LinkedIn
- Hugo Boss – Luxury clothing brands like Hugo Boss too have been shooting out carousel ads and have been involved in LinkedIn lead generation advertising to a certain extent. Depending on your search history, it sends out personalized ads related to what you want.
- Sony Music – Sony’s LinkedIn company page album releases teasers with snippets of songs and videos. This is something which instantly attracts customers. By providing a place for fans to discuss their reactions to new music and talk about how they feel listening to it, it uses the ‘engagement’ tactic at a very high level.
- 20th Century Fox – They partnered up with LinkedIn for an very unique marketing campaign to promote a new movie called Taken 3 starring Liam Neeson. A YouTube video recorded by Neeson uses his on-screen persona to launch a LinkedIn contest where the winner will receive a video of Neeson himself promoting his or her professional skills. This shows how Companies like 20th Century Fox are using the engagement tactic on LinkedIn by creating unique, time-sensitive campaigns that act like a magnet, pulling members towards following the page.
Given below are a few statistics which prove that it benefits b2c brands to use LinkedIn for marketing their products and services –
- LinkedIn members have nearly 2x more buying power than Facebook.
- Members are more than 2x more likely to trust information provided on LinkedIn than other social networks, which drives purchases.
- 41% of millionaires use LinkedIn
- LinkedIn members are 93% more likely to have a college degree than the average online adult.
When advertising on LinkedIn, you can get your message in front of the right people when they are most engaged. The best way to use LinkedIn for marketing is by using the targeting options below. This way, you can deliver your content to those who matter most to your business.
Out of all the targeting options, the only mandatory one is Location. Once you’ve chosen your geographic location(s), it is recommended by social marketing agencies in Mumbai to not add more than two of the targeting options below to improve the campaign scale.
Here are a few targeting options for creating good LinkedIn marketing strategies for b2c –
- Company Size
- Job Seniority
- Company name
- Job title
- Fields of study
- Years of experience
When using these targeting options, keep in mind that LinkedIn tools may not be used to discriminate based on protected personal characteristics like gender, age, or actual or perceived race/ethnicity.
B2C Companies can increase sales through these detailed targeting options by choosing the specific people they want to shoot the ad out to, based on their past search behavior and history. In doing so, they can successfully target more relevant people and get cost-efficient results.