A question I’m often asked is if a client’s business should have a presence on LinkedIn. There are so many social media platforms today and a lot of people don’t want or have the resources to spend the time or effort to add one. more. platform.
It takes time to build a page, create content, interact with followers…the list goes on. So, why add another platform to the mix? Just because everyone is on it, doesn’t mean that it’s right for your business. Wouldn’t you rather spend your time on platforms that will affect your business’ bottom line instead of being on every social media platform and just winging it?
With that being said, let’s break down the pros and cons of being on LinkedIn.
Should Your Business be on LinkedIn?
- B2B Marketing
There’s no doubt that LinkedIn is a great resource and platform for businesses, especially when it comes to business to business (aka B2B) interaction. This also means that you will generate higher quality business connections.
- Professional Networking
We’ve all attended networking events, so think of LinkedIn as a virtual networking event. Almost every business and business owner would benefit from networking, but some more than others. One great feature of LinkedIn is that it shows the degrees of separation between you and a connection. For instance, if you’re looking at your uncle’s LinkedIn, you may see that your accountant also knows his attorney, who knows your uncle. This is helpful as you seek to make connections with and introductions to other professionals.
- Lead Generation
Not only does LinkedIn provide lead generation for potential clients, but it also can give you solid leads on potential employees. By positioning your self or business on LinkedIn, you are able to establish your business as the expert on your services, which leads to higher credibility and trust for your potential clients and employees.
- B2B Marketing
You may be thinking, “Wait, Alyssa – you just said this was a pro!” Don’t write me off yet. This is both a pro and con. If you are in a “professional” field (i.e. lawyer, realtor, etc), then this is a pro for you. However, if you are a blogger or Etsy shop owner, then your time is likely going to be better spent on a different platform, such as Facebook, Instagram, or Pinterest.
While there are many legitimate businesses and professionals looking to connect, there is also a lot of spam. (I get at least two-three spam messages per week!) Many people use LinkedIn as an advertising megaphone and send spam messages through your inbox.
Setting up and maintaining a LinkedIn profile or page is time consuming. There are many facets and features (such as: awards, skills, endorsements, interests – the list goes on!) that simply don’t exist on other social media platforms like Facebook and Instagram. Once your page or profile is established, you then have to start making connections. Remember as well, that the goal of interaction on LinkedIn is to create and cultivate relationships – so you will need to spend time doing this, too (this isn’t a bad thing – but it is time consuming!).
LinkedIn was designed primarily as a business to business platform. There are pros and cons to every social media platform and you will want to weigh these out before creating a presence on them. Remember, you can’t do it all and do it all well! It’s okay to not be on every.single.platform. LinkedIn may not make the most sense or be the most effective platform for your small business, but you could still benefit by having a personal profile on LinkedIn.
If you liked this post, but you’re not sure where to begin with social media, be sure to check out my 5 Tips for Getting Started!
Let me know – is your business on LinkedIn? Do you just have a personal profile? Leave a comment to weigh in on the pros and cons above. I’d love to hear your thoughts!