Recently, Butler CEO Sean Tambagahan interviewed LinkedIn marketing guru Jennifer Darling about how to build a successful LinkedIn presence. In this section of the interview, Sean asked Jennifer how LinkedIn compares to other marketing platforms, and why she prefers to operate in the B2B social media space:
According to Jennifer, LinkedIn is a great place to connect with her clientele, specifically. Jennifer sells her services to C-suite executives and other business leaders who are looking for sales and marketing solutions, as well as professional coaching. Keeping her ideal customer in mind, Jennifer created a marketing strategy that utilized a variety of platforms – but focused on LinkedIn.
“I do use other platforms,” says Jennifer. “I use Facebook, Twitter, YouTube. But what I looked at [when deciding which platforms to use] is, what are the main platforms where my best customers are hanging out? Then, I chose to manage my strategy for those platforms.”
It All Comes Down to Knowing Your Audience
Quickly, Jennifer decided that LinkedIn would be her social media platform of choice. While other businesses might benefit from the booming number of new users headed to Instagram, Jennifer knows her audience uses LinkedIn regularly. So that’s where she decided to set up shop.
“LinkedIn is the number one place where my prospects are, and that’s where they want to be engaged with,” says Jennifer. “The CEOs, CMOs, all the leaders of these businesses … would rather be engaged with on LinkedIn and talk business there. So, for me, that’s the big differentiator – it’s the culture behind the medium.”
Jennifer’s in the business of talking to business leaders. Most business leaders want to be found on LinkedIn. So, for Jennifer, answering the question of “Why LinkedIn?” is simple: LinkedIn is where her audience is.
A Great Marketing Principle, Applied
Now, we’ve been telling you to know your audience (and reach them where they are) for years. So Jennifer’s answer to the question of “Why LinkedIn?” shouldn’t be all that surprising. Still, it’s great to see another professional marketer applying this bedrock marketing principle, and realizing great returns as a result.
If you want to hear more from Sean’s interview with Jennifer, be sure to head over to our YouTube channel for 40 minutes of LinkedIn-focused content that will teach you how to set up your profile, grow your audience, and market successfully on LinkedIn. We’ll also be posting additional snippets from the interview here, so stay tuned!