What Is a LinkedIn Marketing Strategy?
With over 700 million users spread across 200 countries, LinkedIn is no longer just a popular social media platform for professionals. Today, LinkedIn has become a powerful marketing tool both business owners and job seekers use to stay on top of their game. Considering these staggering figures, crafting an effective LinkedIn marketing strategy is a must for life science companies wishing to increase brand awareness and grow trust in their products.
To continue the interesting LinkedIn statistics stated above, here’s some more food for thought:
- 40% of those that use LinkedIn access their accounts daily
- 61 million users are senior-level influencers
- 40 million users are in decision-making positions
- LinkedIn is home to 30 million businesses
- LinkedIn is the main social media channel B2B marketers use to distribute content
In a nutshell, LinkedIn is currently THE most important B2B social network. Hence, it has become a gold mine for life science and biotech marketers eager to reach a huge audience of scientists, physicians, and clinical trial communities. At the same time, a LinkedIn media strategy that’s consistent with a company’s profile and messaging is an effective way for brands to get ahead of the competition.
When it comes to building the right marketing strategy, there are certain tips you can use as inspiration for your LinkedIn campaigns. So, as this is the focus of our article today, let’s dig in!
Building a LinkedIn Marketing Strategy For The Life Sciences Industry
Here are 5 top marketing tips and must-have strategies for LinkedIn to help you create brand recognition and keep you ahead of the curve:
Tip 1. Target The Right Audience
As a marketer in the life science and biotech fields, before jumping straight into your LinkedIn marketing strategy, you should first consider the audience you wish to reach. Second, you need to know why you want to capture their attention.
LinkedIn’s best trait is that regardless of who you want to interact with, you can find them all in one place. Maybe it’s senior-level influencers, decision-makers, thought leaders, or simply end customers. They are all engaging on LinkedIn. But having easy access to your audiences is irrelevant if you don’t also understand their tastes and interests.
Understanding the audience you’re talking to and what they are interested in will help shape your content strategy. Plus, this will also keep you on track for success! So, doing your homework and being as thorough as possible will give your LinkedIn content strategy the best chance of making an impact and reaching your business goals.
Tip 2. Define Your Goals
What’s the main goal you wish to attain through your LinkedIn marketing strategy?
Are you looking to build brand awareness and B2B leads? Or are you more interested in engaging with lead generation and your target market?
B2B content marketing can only begin once you define your goals. Make sure your LinkedIn goals are specific, achievable, and realistic, and use suitable metrics to measure the success of your campaign.
Tip 3. Publish Content Of Value
The key to creating an interesting LinkedIn profile that can attract a large community of followers is to publish mixed content. What does that mean?
It means that to captivate your audience, you should alternate between posting text, images, videos, links, etc. Especially for complex industries like biotech and life science, scientific animation videos tend to stand out better in a feed, helping your brand get noticed faster. These also help explain complex subjects that would be otherwise difficult to understand by audiences outside your specific field.
Posting your own content and linking to your blog or webpage is a must for sure. But, to up your game, also include external information relevant to your industry. Whitepapers, press releases, and industry news are all great options.
When possible, keep your posts short and easy to read as people on social media tend to be less focused, so you have to grab their attention fast.
Tip 4. Use LinkedIn Demographics
To check if your marketing strategies are headed in the right direction, use LinkedIn Demographics. LinkedIn demographics is a powerful reporting tool that offers you free insights regarding your company’s website visitors. Use this data in your marketing strategy to create more effective content and campaigns.
The information LinkedIn Demographics includes about your visitors includes:
- Job title
- Industry
- Job seniority
- Job function
- Company
- Company size
- Location
- Country
Tip 5. Take Advantage Of LinkedIn Stories
Following the footsteps of Instagram and Facebook, LinkedIn stories let you share 24-hour updates on the platform.
What does this mean for life science brands that are building a marketing strategy on LinkedIn? A lot! Use LinkedIn stories to share information with your professionally-motivated audience in an easy, approachable way. You can upload case studies, testimonials, interviews, and even behind-the-scenes clips of a standard day in your company.
Tip 6. Join LinkedIn Groups
LinkedIn groups are a great place for you to meet other professionals from your industry and build valuable connections. It’s also where people with similar interests share insights and experiences regarding products and services similar to yours.
When posting on LinkedIn groups, avoid sharing information more than once a week as you might be flagged as spam. Remember to tailor your message so that it actually matches the interests of the group members. Interested in joining the largest Biotech Marketing Network on LinkedIn? There are over 8000 members posting job positions, trending news, and biotech marketing tips.
In Conclusion
Whether you’re trying to generate more B2B leads or just keep in touch with your audience, LinkedIn can help you do all that and more. So if you were wondering whether LinkedIn is indeed effective for businesses, the short answer is YES!
Use the tips we listed above and go on to create a LinkedIn marketing strategy that will flesh out your digital presence.
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