The main benefits of LinkedIn in a digital strategy:
1) Customer Journey
LinkedIn allows your business to reach new contacts according to their interests, profiles, companies and sectors. It is a target that has needs, but it is not aware of that. Therefore it works in the first steps of the buying process efficiently (awareness). Unlike AdWords, for example, which is based on research and the target already knows its needs clearly and it is looking for satisfying them. AdWords works better in the consideration step.
2) Personal profiles
Companies are people, and so active personal profiles related to company's posts improve their visibility and brand awareness:
- The activities of a personal profile are notified to its contacts (the more contacts it has, the wider the reach is).
- LinkedIn enables users to share contents in a simple way.
- The engagement level gained in posts will help your company obtain a broader audience and visibility.
3) Thought Leadership
A good content marketing strategy on LinkedIn gives you the possibility to become the leader in your sector. Thought Leadership means your potential clients see you as the main authority or reference point in your sector.