If Facebook is a scatter-gun, where your marketing can get to everyone, then LinkedIn is a sniper.
It can pin-point people precisely, on the basis of location, gender, but most importantly, their job.
So, if you're after conferences, you can target conference planners. After meetings? You can target meeting planners. After weddings? You can target wedding planners. Here's how.
LinkedIn is a business-focused platform, and so it attracts people who are in a high-income bracket, as well as those that work for a company with big budgets.
This makes marketing on the platform very useful for venues trying to target personal bookers (e.g. high-income brides) or corporate bookers (e.g. the office manager). Here's how you can do that:
Make A Company Page
For the same reasons that we explained in our piece on Facebook marketing, making a 'page' is your first point of call.
This way, by building a following, any content you post will go straight to the LinkedIn feeds of all your followers. Got a discount? Your highest-value customers will know about it straight away.
How To Make Great Content
Given that people go to LinkedIn in a professional frame of mind, they're usually on the look-out for business-orientated content.
This means content should be more formal than your Facebook content, and appeal to people who are professionally ambitious and wanting to be better at their job.
Topics that interest LinkedIn users:
1. Impressing colleagues (especially their boss)
2. Being more efficient
3. Easing their workload
If you can talk about these types of issues, and position your venue in relation to them, it'll jump out at a LinkedIn user.
Pressing upon the importance of finding the right venue, getting it done quickly and easily, impressing colleagues with your event - this is fertile terrain for great content.
Analyze Your Impact
When you post anything on LinkedIn, you'll be presented with its stats right on your company page, like so:
'Impressions' are the amount of time your post has been seen
'Clicks' are the amount of times someone has clicked through to your website
'Interactions' are actions such as 'liking' or sharing the post
All the information you need is clearly and automatically presented to you. This will help inform what content seems to be working, and what content you should make next.
Why LinkedIn Clicks Matter
8 clicks may not seem like much on our '6 Quotes That Will Get EventProfs Through Their Day' blog. And, if those were clicks from Facebook, you'd be right.
But, on LinkedIn, we can be more confident that the people clicking are doing so in a professional, rather than personal, capacity. This makes them higher-value customers.
And, by directing the post at 'EventProfs' (event professionals), it targets people who book venues as part of their job. Those 8 Eventprofs will book multiple high-value events per year.
1. LinkedIn clicks are very valuable
High-income personal bookers, high-budget professional bookers
2. LinkedIn content should be business-orientated
Formal, professional posts are best
3. Analyzing results is easy
They give you everything you need to know.
Thanks for reading, and check back in next month for our post on Twitter.
You can see the full breakdown of the Venue Marketing Series here - Venue Marketing Series: Agenda, and view previous posts below:
- A brief history of online marketing
- On page SEO
- Google Analytics
- Introduction to Content Marketing
- Introduction to Facebook Marketing
- Introduction to LinkedIn Marketing
- Introduction to Twitter Marketing