Is LinkedIn Marketing Better than Its Peers? From the gap between Meta and LinkedIn
In a previous article, we tackled the “no content, no topic” problem faced by early-stage brands in LinkedIn marketing.
So, for large-scale and mature brands, how can LinkedIn marketing stand out from the top competitors and achieve better results?
In today's article, let's take Meta and LinkedIn's official LinkedIn homepage as examples, and look at 3 tips that can make mature brands surpass their peers and comparable friends:
Pay more attention to people's emotions
highlight personal image
Demonstrate attention and companionship online
1. Dismantling the content composition of mature brand LinkedIn homepage
For established brands, what to post on a LinkedIn page is not a problem. Because of long-term development and accumulation, they generally have the following characteristics:
Deep brand history
Rich brand equity
Complete operation team
and an effective marketing plan
Their LinkedIn homepage is mainly composed of the following categories of content:
Brands, products: engaging image and video ads, brand-specific event announcements, company news, products and services, etc.
Thought leadership: professional data presented in reports/charts, industry insights with exclusive viewpoints, independent viewpoints from brand founders/experts, etc.
Cultural categories: festive moments, outstanding individuals, company anecdotes, golden sentences, topic interaction, etc.
Social care: content that reflects social issues such as environmental protection, diversity, and inclusiveness, etc.
How are these content categories obtained? You can use the "Post Tag" feature of Marketing Cloud, a global social media data marketing management platform, to tag and categorize the content of posts from yourself, competitors, or pages you want to learn and research.
For example, the LinkedIn homepage has published a total of 24 posts in the past 28 days, and they are tagged according to the above categories. We can intuitively see LinkedIn's focus on the content of the "Golden Sentences" showing the industry attributes and the "excellent individuals" story content of the brand culture. :
2. How to make LinkedIn interaction lead its peers? Take Meta and LinkedIn homepages as examples
On the C-side social media, if a brand wants to achieve high interaction and good conversion, it is a good choice to cater to hot topics and to be able to do fancy things.
But on LinkedIn, B-end users have clear needs for browsing the brand homepage (such as job hunting, understanding brand products, seeking cooperation, etc.). For brands, it is necessary to be more cautious when creating highly interactive content.
Meta and LinkedIn are both social media platform companies. LinkedIn is far less than Meta's Facebook, Instagram and other platforms in terms of user volume. However, in terms of LinkedIn marketing, the interaction data in the past 28 days is nearly 2 times higher than that of Meta. LinkedIn , but gained an advantage in the competition with the giants.
We summarize a few tips for LinkedIn to outperform Meta when it comes to content settings on your LinkedIn homepage:
- Personal stories of outstanding employees: pay more attention to people's joys and sorrows
At the cultural level, focusing on the personal stories of outstanding employees is what both brand homepages focus on. But LinkedIn takes a more proactive approach.
- Publishing the exclusive views of professionals: highlighting personal image
In terms of building thought leadership, both sides will output the exclusive views of their own professionals (such as Reid Hoffman, co-founder of LinkedIn, Nick Clegg, president of global affairs at Facebook), but in different visual representations. Meta chose to use more design and futuristic pictures to show the sense of technology in exclusive views, while LinkedIn still highlights the personal image of its own professionals to increase credibility and persuasion.
- Embody brand social care: Embody attention and companionship online
For mature brands, in addition to paying attention to the quality of their products and services, people have begun to urge brands to take social responsibility and show social care.
On LinkedIn, both LinkedIn and Meta publish content related to social care, but the forms of expression between the two are still somewhat different. From the perspective of an employee care supervisor, Meta expounds Meta's concerns about the mental health of its employees. LinkedIn, on the other hand, uses online live broadcasts to connect with employees and professionals, and interact with audiences through comments to express concerns about workplace mental health that is not limited to the company.
Conclusion:
Meta, the parent company of the world's most-used social media platform, has achieved great success with its LinkedIn marketing. But compared to LinkedIn's homepage, there's still a lot to optimize and improve.
For all mature brands, if they want to surpass their competitors and capture the minds of users on social media platforms, they must keep abreast of peer trends and optimize their marketing plans by learning from each other's strengths.
All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you have any questions about how to use our products for competitive product monitoring, homepage data analysis, or to get more opinions and suggestions from marketing experts, please contact us for relevant support.