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Eng
18 September 2020

Linkedin: network advantages for business

If a few years ago Linkedin in Ukraine was perceived primarily as a service tailored for solving recruiting tasks, today more and more domestic entrepreneurs see this platform as a powerful business tool. And the COVID-19 pandemic, as the main driver of global digital transformation, has only exacerbated this trend. Ihor Nikolenko, an expert on Linkedin for business and the author of the first non-stop online marathon in Ukraine to promote this network, tells in more detail.

According to HootSuite and Social Digital Report 2018, Ukraine ranks sixth globally in terms of the growth of internet users amount. Taking all this into account, social selling is on the rise – the process of development and establishment of partnership with potential customer via communication in social networks. And in simple terms – lead generation through these platforms.

reasons to use Linkedin


Linkedin in figures

· 675 mn users globally, 2.2 mln in Ukraine;

· 30 mn business pages globally, 20 ths in Ukraine;

· 80% of В2В leads generated through Linkedin;

· 40% of users of the network on the daily basis

· Linkedin takes 30th place in TOP-100 popular websites in the world

Reason 1. Professional network No. 1 in the world

Unlike other social networks, Linkedin is a purely business network. It is an effective promotion place for those who work in consulting business and services. In addition, this is a perfect network for approaching Western markets, particularly, American ones, especially in B2B segment.

Reason 2. Linkedin – is a sniper rifle for “hunting” on potential customers 

You choose whom you are going to “hunt”, aim and “shoot” exactly the target, because here you can find the specific business representative who you “hunt”, a company, in cooperation with which you are interested, as well as people working there. The communication process in this network is comfortable, and your messages with business offers will not be considered as spam, of course, if they are built for the relevant audience and are not obtrusive.

Reason 3. The most effective SEO and google-friendly platform 

If the profile or business page is 100% full, the search engine will show it on the first page in response to the respective request. Google is friendly to Linkedin and shows its content as priority. Saving on SEO is obvious.

Reason 4. Easy search for and access to people taking decisions in corporate business 

Most of them can be easily found in this network and it’s easy to write them a message. In addition, visiting the company’s page you can see the list of its employees and define who of them may be interested in your offer by their profiles.

Reason 5. Effective platform for networking and B2B sales

Promotion of business via Linkedin is needed, first of all, to companies with ambitions for approaching new horizons of development, work in B2B segment, consulting, agro, IT areas, sales, jurisprudence, pharmaceuticals industry, offer complex solutions and services, etc. However, promotion in Linkedin does not fit small local businesses with low level of sales.

Reason 6. Free platform for promotion of personal brand and PR tool for business 

The research shows that people trust businesses with socially active owner or top-manager (CEO, GM). So, if the SME owners want to receive more trust and investments from the market, they shall perceive the importance of investing time and resources in building personal and professional brands specifically in Linkedin. Furthermore, it is a “must have” for those who plan to work with foreign customers or partners.

Personal profile is a tool for communication, and here H2H (Human to Human) is effective. Remember, people want to communicate and interact with real people, not with business pages.

Reason 7. Free additional Landing Page for business

Business page in Linkedin is a sort of verification of the company, its status, authority, it is a platform for distribution of valuable content for target audience.

Reason 8. Unique opportunity to collect and demonstrate to the audience the reviews from key partners and customers 

Here, you can send them the request asking to leave a review on your cooperation. It will be available for every user of the network. Trust to such reviews is extremely high.

Successful cases

“Linkedin is an effective tool for development of business. It’s proven both by continuously growing amount of people attending my trainings “Linkedin for business” and successful cases, the number of which becomes bigger. For example, European Business Association (EBA) has turned this social network into the tool for attraction of new members of companies. Kateryna Danyleichenko, owner of Guarantee TNG Company, started active use of Linkedin for searching for new projects after my training course – her post in Linkedin received over 100 ths views, new customers appeared,” Ihor Nikolenko shares the information on successful cases.

“Ihor Stepanov, before starting new business in USA – eco-settlement Art Village in Austin, Texas, – created profile and business page of the company in Linkedin because he knew that without presence in this social network in the United States he wouldn’t be taken seriously. And the result wasn’t slow to arrive: his first house he’s sold on the stage of construction for USD 1 mln,” – tells Ihor and emphasizes that the role of Linkedin in promotion of business will grow more and more. So there is a necessity to start development and promotion of business there today.


lifehacks from the strategy of promotion in Linkedin 

1. To build personal and professional brands.

2. To communicate your authentic content (Inbound Marketing).

3. To extend the audience and network on a permanent basis (New ABC – Always Be Connecting).

4. To find right partnership and collaborations.

5. To think and act deeply, regularly and effectively.

6. To help in treating “pains” of your customers and tell this to the market and target audience.