Wondering if creating a LinkedIn account for your business is a key step in your digital marketing strategy? This professional social platform can offer increased visibility, but is it really worth it for your business? In this article, discover the pros and cons of a corporate LinkedIn account, as well as best practices for getting the most out of it. Find out if LinkedIn is an indispensable tool for your business.
Advantages and disadvantages of a LinkedIn corporate account
LinkedIn has become a must-have tool for businesses looking to expand their online presence and connect with professionals around the world. However, a LinkedIn account’s effectiveness can vary depending on a variety of factors.
Greater visibility with professionals
The creation of a LinkedIn account for a company offers a unique opportunity to increase its visibility among a targeted professional audience. By establishing an active presence on this platform, the company can not only showcase its activities, values and achievements. It can also interact with other market players. This, in turn, fosters brand recognition and attracts the attention of potential customers and business partners.
Networking and collaboration opportunities
LinkedIn is a powerful professional networking tool. It offers companies the opportunity to connect with influencers and decision-makers in their industry. By building strong relationships and engaging in relevant discussions, companies can discover new partnership opportunities. This strengthens their market positioning and competitiveness, and even facilitates the recruitment of talent.
Brand and product/service promotion
The presence on LinkedIn also enables companies to promote their brand. The same goes for their products or services.
By sharing quality content and posting regular updates on their activities, companies boost their brand awareness. What’s more, by participating in relevant discussions, they arouse the interest of their target audience, generating leads.
Argument for personal accounts
Personal accounts on LinkedIn can offer some unique advantages over corporate accounts. Let’s take a closer look at these advantages and compare them to those of corporate accounts.
Analysis of the benefits of personal account visibility
Personal accounts on LinkedIn often benefit from more organic visibility than corporate accounts. Professionals tend to interact more with individuals than with brands. This means that publications and activities on personal accounts can attract more attention and engagement. In addition, personal profiles enable company employees to showcase their skills and expertise. This reinforces the credibility of the company as a whole.
Comparison with the benefits of corporate accounts
While personal accounts can offer increased visibility, corporate accounts also have their own advantages. Corporate accounts are often perceived as more official and representative of the brand, which can be important in establishing credibility and trust with potential customers and partners.
In addition, corporate accounts offer specific functionalities, such as the ability to create product and service pages, post job offers and access detailed performance analytics, which can be essential for a company’s marketing and recruitment strategy.
Best practices for managing a LinkedIn account
Effectively managing a LinkedIn account is essential to getting the most out of this professional social platform. Here are some best practices for optimizing your LinkedIn account management:
Effectively managing a business account
To effectively manage a business account on LinkedIn, it’s crucial to maintain a regular and engaging presence. This involves publishing relevant, quality content that reflects the company’s brand and values, responding to comments and messages in a professional and timely manner, and actively participating in relevant discussions in groups and communities.
In addition, it is important to monitor account performance using LinkedIn’s analytics tools to identify what is working well and what can be improved.
Maximize visibility across personal accounts
Maximizing visibility through personal accounts on LinkedIn is an effective strategy for strengthening a company’s online presence. Encouraging employees to showcase their skills and expertise through their personal profiles can help boost a company’s credibility and expand its network. Employees can share company content on their own profiles, which can increase reach and engagement. In addition, interaction with other professionals in their network can create collaboration and partnership opportunities for the company.
Combining the two approaches
The optimal combination of the two approaches, i.e. managing both a corporate account and personal accounts, can provide a powerful and balanced LinkedIn strategy. By using corporate accounts to formally promote the brand and offerings, while leveraging personal accounts to strengthen professional relationships and maximize visibility, a company can fully exploit the potential of LinkedIn. This approach capitalizes on the unique advantages of each account type, while offering a complete and authentic presence on the platform.