Is LinkedIn only for B2B? Adidas and Nike (and many others) think not

LinkedIn is one of the largest networking platforms in the world, a real social network and as such it is good to exploit all the potential it offers. Born to connect workers and companies or professionals with each other, it has now become a mass social network and is evolving fast. In fact, more and more brands find LinkedIn the ideal place to do content marketing. But while in the past we thought only of B2B marketing, therefore aimed at companies, more and more players are convinced that on LinkedIn there is also ample space for B2C type marketing , ie aimed directly at final consumers.

linkedin b2c

LinkedIn, history and evolution

When it comes to social networking, LinkedIn is often overlooked. Its nature is actually different from that of classic social networks. We can say that it is less popular, in the broadest sense of the term. And, in fact, it’s often ignored unless you’re looking for a job. But in reality LinkedIn is not just a CV container and more and more companies are using it for content marketing campaigns aimed at users considered end consumers, with moderate success, a sign that in the largest networking platform in the way there is a lot of room for development.

LinkedIn was born in 2003, when Social Networks were not yet talked about. The idea was to create a platform where companies and professionals can communicate. And that’s actually what it has become, a great networking platform. You can upload your CV, write a presentation and have access to the various job advertisements and have a showcase to make yourself visible and available for companies looking for staff. Since its inception, many things have changed. Today the platform is constantly changing. It certainly remains a platform for professionals, but it is much more social in terms of contacts and the possibility of sharing content .

Within it, sectoral groups have been created that exchange news and information. LinkedIn is an increasingly important place to create connections, network and consolidate relationships, fundamental actions to make your brand, your work known and open up to more opportunities. Its evolution has also involved a whole series of paid services , designed to meet and satisfy the needs of groups and users, such as sponsoring content and creating Adv campaigns, just to name a few.

Why LinkedIn is the right place for B2C

With over 200 million active professional users, LinkedIn cannot fail to be part of the web marketing strategy of companies wishing to attract other companies. The platform is the ideal place to tell the story of the company, how it works, the success stories, create valuable content concerning the field in which the company operates. From the moment sponsorships were added to social media, it has become the ideal place for B2B actions. But on closer inspection, more and more companies are sharing more personalized messages aimed at direct consumers. Brands like Nike and Adidas, but also Nespresso or Starbucks , are using different approaches and creating and sharing content not with the aim of selling themselves to other companies, but to attract individual users.

Because behind every LinkedIn user there is still a consumer . A consumer whose tastes and needs are known, who usually has a high level of education and good financial resources. It is no coincidence that the first companies that used the LinkedIn platform to do B2C marketing came from the automotive sector.

The idea is simple. We are all convinced of the importance of a good digital marketing campaign within a marketing strategy. So why not include the most important professional social network par excellence in this strategy? Think about it well. LinkedIn is the world of professionals. A research carried out by the same social network among its users has shown that they are very receptive and have a higher than average propensity to spend . Their interests? Sports, motors, travel, luxury market.

No wonder brands like Nike and Adidas, who are excellent brand strategists , use LinkedIn not only to recruit , but also to present their brands, their products, their concept , exploiting the magic of content.

Mind you though, if you are thinking of including LinkedIn in your social media marketing strategy, it is important to take into consideration the language you are going to use to convey the message. Not all social networks are the same. The landscape is more formal and professional on LinkedIn . The space for emoticons and social language is reduced to a minimum. It is necessary to use an appropriate and differentiated language.

Monica Curreli

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