Case Study: How LinkedIn has Helped Marco's Business Communication Efforts

You may or may not have noticed, but here at Marco, we're pretty big on communication. Whether we're working with other organizations to develop communication technologies, writing blogs to communicate technology trends and benefits or communicating to our employees and customers, communication has a lot to do with what we do.

Communication is how we're able to share our knowledge, attract customers and form connections. One way we accomplish this is by sharing our content via social media. And today, I'm going to share a little bit about how and why we use LinkedIn. 

Why LinkedIn? 

As a B2B (business to business) company, it just makes sense to put ourselves "out there" on LinkedIn. LinkedIn is business-focused - people and businesses alike join, connect and interact for professional purposes. 

By sharing our blogs and content on LinkedIn, we're able to get it in front of people who otherwise might not see it. Two regular contributors to our technology insights blog, Jason Boutwell and Dan Larkin, do particularly well on LinkedIn sharing their business communications. 

LinkedIn Business Communication Strategies

What exactly does it mean to "do well" on LinkedIn? Let me break it down ...

Jason and Dan regularly share their blog articles on their personal profiles, extending the reach of every piece of content to their own professional networks. Additionally, by sharing resources in technology-related groups and conversations, technology professionals receive additional, and at times, repeat exposure to content. Why does this matter? Well, more exposure leads to more opportunities for interaction. And LinkedIn brings in a significant number of visits.

In 2016, Jason shared 11 of his blog articles through his personal LinkedIn page. To date, Jason's 2016 LinkedIn efforts have garnered 512 views and 86 likes. This small act requires minimal effort, and it provides his professional network numerous opportunities to view his work and interact with him. 

Tips For Business Communication on LinkedIn

By the end of 2016, Marco's year-to-date LinkedIn visits total over 6,500, landing just 2,000 visits behind Facebook's 8,500. Both of these social networks provide valuable pathways toward getting our ideas, services, experiences and technologies in front of the people who want to and can benefit from seeing it. As a social network built upon the idea of business networking, LinkedIn users expect to see professional content.

If you're interested in getting more value out of your LinkedIn efforts, I recommend these resources on successful LinkedIn strategies and best practices before diving in.