Ronn Torossian
Ronn Torossian

Last week, LinkedIn began implementing a series of new visual features across its platforms, such as LinkedIn Stories, which some users didn’t seem to initially appreciate as LinkedIn is a platform known for connecting businesses and professionals.

LinkedIn is one of the top social media platforms globally, with more than 700 million active users around the globe. And like other social media platforms, LinkedIn allows businesses to run advertising campaigns through paid adverts. But unlike other platforms, the minimum daily investment on LinkedIn is $10, a more expensive platform compared to Instagram, Twitter or Facebook.

Nevertheless, more than 50 million companies are on LinkedIn right now, and are using it to publish job opportunities, vacancies and share content with other businesses or professionals. The main goal of this platform is to connect employers with potential candidates. Although this is still one of the main functions, there are many more opportunities for businesses on LinkedIn, which makes the platform an important investment.

However, the main investment that businesses should be making with LinkedIn is their time. Businesses are looking to get valuable results, which doesn’t mean reaching out to more potential employees.

Unlike other social media platforms, LinkedIn is 200 percent more effective in generating leads than other platforms. And the leads on LinkedIn rank higher when it comes to interest and qualification as well. Another benefit of leads generated on LinkedIn is the fact that it has an advanced segmentation capacity.

This means the audience can be linked either by their interest or by their industry, seniority, position or even by company, which is a much better segmentation than demographics and geographical locations that other social media platforms offer. And this makes it even more relevant to businesses in the B2B industry, where the target is a small, decision-making audience.

One of the best ways for businesses to garner audience interest on LinkedIn is to create short content that people will find valuable and interesting. This includes information or data that’s sourced from third parties.

Interacting with other people or businesses on the platform is a great way to reach potential customers. Instead of simply scrolling down the feed, it’s important to share opinions or information others will find valuable and have conversations that result in valuable interactions between the business and its potential consumers.

Growing a LinkedIn network isn’t as simple as adding every person on the platform as a friend. Still, it should be a concentrated effort for the business or the business owner to grow a network that’s as close as possible to the type of consumers going to relate to the business itself.


Ronn Torossian is a public relations executive and founder of 5WPR.