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The LinkedIn social platform is not commonly associated with selling. For many users, it is still just a place where they create a virtual CV and share their experiences and professional successes. Companies and corporations treat this website primarily as a recruitment tool enabling direct and quick contact with potential candidates. In such a situation, will building a profile for an online store be profitable?
LinkedIn and sales to B2B customers
Before we determine whether LinkedIn has the potential to support our sales platform, we need to get to know our customer group well. Do entrepreneurs use our products? Do we create services for the needs of other companies and businesses? If so, LinkedIn can help us achieve our sales goals. This is one of the few platforms that allows you to precisely define what positions at the organization level are occupied by individual users. On Facebook, information about education or the workplace is rarely verified, which makes it less credible. The exact definition of a profession or career point allows you to target the content directly to the group interested in our products or services.
Thanks to the possibility of inviting to a group of friends or writing private messages to selected users, we have a chance to establish direct contact with, for example, a person from the purchasing department, administration or a decision-making representative of the company potentially interested in our product range. Such punctual actions do not translate into mass sale of individual products. However, if we want to promote a sales platform, e.g. with office supplies, we can better present our offer by building a network of contacts. Direct contact will allow you to reach those interested, e.g. with wholesale purchases, better than when sending an e-mail with a price list. Such spot actions do not translate into mass sale of individual products.
However, if we want to promote a sales platform, e.g. with office supplies, we can better present our offer by building a network of contacts. Direct contact will allow you to reach those interested, e.g. with wholesale purchases, better than when sending an e-mail with a price list. Such punctual actions do not translate into mass sale of individual products. However, if we want to promote a sales platform, e.g. with office supplies, we can better present our offer by building a network of contacts. Direct contact will allow you to reach those interested, e.g. with wholesale purchases, better than when sending an e-mail with a price list.
LinkedIn and sales to B2C customers
LinkedIn and direct-to-consumer sales don’t seem to go hand in hand. However, it must be remembered that every employee, manager and even director makes private purchasing decisions on a daily basis. Although the LinkedIn portal is not a place to sell FMCG products, toys, clothes or interior design elements, there will still be online stores and platforms that can be found by their customers in this channel. Shops with educational content, workshops, courses or books can use LinkedIn as an opportunity to reach a selected, narrow group of clients, e.g. lawyers or brokers interested in broadening their knowledge in specific areas. Building a substantive profile that attracts specialists from a given industry can successfully translate into sales. LinkedIn is considered one of the social media where verified and reliable information is published. Users trust the content appearing on this platform more than e.g. posts shared on Facebook. This means that a service or product recommended on LinkedIn by several hundred users can gain more than when similar content is massively promoted in other channels.
LinkedIn and e-commerce
So does LinkedIn for e-commerce make sense? At the beginning, it is worth forgetting the often repeated statement that in order to sell “you have to be everywhere”. It is not necessary, it is enough to appear where our potential customers are. Thanks to a good definition of the audience, we will avoid confusion resulting from running profiles on all possible social channels.
From LinkedIn to TikTok
Choosing two or three platforms that complement the content that we communicate on the website should be sufficient for most brands. This will save our time and financial resources, and the processing capacity of employees who support several portals can be used in other projects.
If we direct our offer to a specific, selected professional group or corporate employees at the managerial or higher level, we can successfully support our activities in the e-commerce sector through LinkedIn. To do this, however, we must forget about treating this portal as a virtual CV or a place for an initial interview with potential candidates. If we want to use LinkedIn as a sales support, and not just an image page, it will be necessary to invest in the portal’s premium option. This allows you to fully use its potential. In addition, our plan will only work if we actively build the value of our profile for users and engage our network of contacts in promoting it. Networking is key on LinkedIn, therefore, in addition to the company profile, it is important to create and actively use private accounts (associated with the brand) by employees or partners. A strong network of recommendations may result in increased recognition and, ultimately, sales. Since many companies do not undertake sales activities on LinkedIn, there is still plenty of space for out-of-the-box thinking entities.
Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.
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