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Thanksgiving is just around the corner, making it a perfect time to reflect on the abundance of tools and opportunities that help us connect, engage, and grow. Among the many assets at our disposal, LinkedIn is quickly becoming a cornucopia of useful resources for B2B communications. The social platform gives PR professionals a variety of ways to build a client’s brand, engage targeted audiences, and create meaningful industry connections.
According to Muck Racks 2024 State of PR study, 50% of PR professionals view LinkedIn as the most important social platform, surpassing the likes of X, Instagram, and TikTok. Currently, LinkedIn has over 900 million global users, many of whom are seeking professional networking opportunities and insights for their industry.
In this blog we’ll discuss three ways PR professionals can leverage LinkedIn and make the platform an integral part of their communications strategies.
1.) Reach a larger targeted audience
Through LinkedIn, PR professionals can reach specific audiences by strategically targeting specific industries, companies, experts and potential prospects. Unlike other social platforms, LinkedIn is business-oriented with an emphasis on professionalism. As a result, the content you share has a better chance of being received by organizations and people actively seeking insights and solutions relevant to their industry.
For example, if a company specializes in providing small business finance solutions for community financial institutions, they can leverage LinkedIn to reach credit unions and banks that might benefit from their services.
2.) Amplify thought leadership and insights
Building credibility through thought leadership is a core component of any PR strategy, and LinkedIn is perfect for sharing content like articles, white papers, case studies, and podcast episodes. Regularly sharing or publishing high-quality content on industry trends, best practices, and innovative solutions can boost a thought leader’s visibility and position them as a trusted voice in their respective industries.
In addition to sharing earned media pieces, thought leaders can make personal posts or company updates to address the latest industry news and offer their unique perspectives. This type of content can ignite meaningful discussions and attract potential followers who are interested in a company and the potential solutions it offers.
3.) Connect with news outlets and reporters
X (formerly known as Twitter) has typically been the go-to social platform for journalists to gather information, report, and procure sources. Although X remains a useful platform, increased volatility is causing many journalists to seek other options. LinkedIn is poised to overtake X in terms of growth and usage by both journalists and PR professionals. According to Muck Racks 2024 State of Journalism study nearly 44% of journalists plan to increase the time they spend on LinkedIn, making the platform a popular alternative particularly among journalists covering tech and business and finance.
With more journalists using LinkedIn, PR professionals can connect and foster relationships with an expanded pool of reporters that can lead to more earned media coverage. Additionally, pitching newsletters on LinkedIn is becoming an effective way to share insights, news, and attract an audience. Some notable media outlets that run their own newsletters include USA Today, Forbes, and The Wall Street Journal.
Maintaining a competitive edge through LinkedIn
LinkedIn is growing quickly, becoming a necessary platform for achieving B2B communications goals. By effectively leveraging LinkedIn’s myriad of tools and features, PR professionals can make significant impacts and build a strong foundation for a company’s growth and reputation.