When developing a social media marketing strategy, business-to-business companies shouldn't neglect LinkedIn. As a social network, it has a remarkable amount of value for its users. People keep their LinkedIn profiles up to date as they progress through their careers, as LinkedIn is an essential tool for networking. The user base is therefore fairly consistent and very committed. On this merit alone, marketers should consider using LinkedIn. Producing informative content and posting it to LinkedIn can raise brand awareness among potential clients. This can increase both the number of page views and the number of individual visitors a business's website receives.
Companies with a presence on other social media channels should not give them up in favor of LinkedIn, but rather extend their efforts to include it. Facebook, Twitter, and Instagram are helpful tools for online marketing. LinkedIn is unique, however, in that B2B organizations can target potential clients directly, from C-suite executives to CEOs. Users on LinkedIn are acting as representatives of their companies more directly than individual users on other social networks. Their companies' purchasing decisions are more easily influenced on LinkedIn than on other networks.