Beyond lead generation: The lasting value of organic LinkedIn

Written by Social Media Manager, Charlotte Broome

There’s a reason why the biggest brands in the world continuously maintain their presence on organic social media - because it matters.

But when budgets get tighter and markets get fiercer there is a tendency to put the breaks on brand awareness tactics like organic social to head full throttle for lead generation.?

While we understand the pressures, it’s not something we recommend.

Using organic LinkedIn as the focus (as one of the most successful platforms in our industry), here are a few key reasons why…

?? Building credibility and trust through thought leadership

LinkedIn is a platform designed for professional networking and knowledge-sharing. By consistently delivering high-quality, informative content, you can position your brand as a thought leader and trusted resource within your industry.?

This ultimately builds credibility - essential for decision-making later on in the marketing funnel.

And remember, credibility is easier to lose than it is to gain.

You can’t ignore that an empty social media feed is a red flag; it poses questions about your organization’s inactivity as a whole, not just on social media.

?? Leveraging LinkedIn as a storytelling and content repurposing platform

LinkedIn is an excellent storytelling platform.?

It’s a place where all your content can be promoted in a variety of ways from polls to PDF posts to imagery to graphics and videos - it’s a repurposing strategy’s dream, which is essential for increasing your return on investment.

Did you land some high-profile coverage? Extend that coverage further on LinkedIn!?

Do you have some expert-led content sitting on your website? Repurpose it into a LinkedIn article, tag your expert in a promotional post and watch your audience expand!

Unlike paid ads, organic LinkedIn content continues to generate value over time. Your articles, posts, and videos can continue to attract views, shares, and engagement long after they're published, offering a lasting return.

?? Building an engaged community on LinkedIn

Organic LinkedIn posts encourage meaningful interactions.?

Comments, reposts, and discussions around your content help build community and brand loyalty, all while expanding your reach organically.

Loyalty needs to be earned, but it also needs to be maintained. Consistency is the name of the game here!

?? How organic LinkedIn supports your event strategy

We often notice a spike in LinkedIn page views when our clients have been busy at events. This is no surprise when users increasingly use social media like a search engine.?

So, let’s paint the picture.?

You had a really valuable conversation with a potential customer at an event, they want to learn more about your organization and your people so they head to your LinkedIn page.?

What do you want them to see??

Authentic, informative, insightful and varied content that tells a story about your offering and your experts. That’s only achieved via consistent and strategic organic social media strategy.

?? The power of employee advocacy on LinkedIn

Consistent brand awareness isn’t just essential for your current and prospective customers, it matters for current and prospective employees too.

While you’re looking for potential candidates on LinkedIn, candidates are looking for employers in the same place.?

It’s important to embed employee advocacy into your LinkedIn strategy to help humanize your brand and create trust. To help with this, it’s crucial to produce content that your existing employees will want to share and interact with.

But does it really matter? Let’s check the data…

• 53% of consumers view employees as more credible than companies. (Source: Edelman's Trust Barometer)

• Employee advocacy can cut hiring costs by 50% and speed up hiring by 58%. (Source: LinkedIn)

?? Using data-driven insights to refine your LinkedIn strategy

If you’re going to effectively compete in this industry, a one-tactic approach won’t serve you.?

By deploying several tactics, not only are you allowing your audience to be reached in more ways than one, you’re creating opportunities for data-driven insights.

LinkedIn provides robust analytics tools that allow you to track the performance of your organic content.?

By understanding which posts resonate best with your audience, you can refine your content strategy and optimize future efforts that blend into other marketing efforts including;

• paid campaigns
• content generation
• visual asset decisions

?? 3 reasons to combine organic and paid strategies on LinkedIn

LinkedIn paid ads are a popular choice for lead generation, and rightly so.?But what trick are so many organizations missing? An integrated approach.?

Did you know that…

• Page followers exposed to organic and paid content are 61% more likely to convert than those exposed to paid media
• Members who are exposed to organic and paid media can be converted at up to 12% lower cost per conversion
• An organic and paid strategy can lift conversion by 14%

Source: LinkedIn

It’s easy to forget that users will often click through to the company page after being served an ad - make sure they’re not disappointed!?

In our fast-paced and ever-evolving sector, a sustained organic presence on LinkedIn is not just a nice-to-have; it's a strategic imperative.

By prioritizing consistent, high-value content and meaningful engagement, you can build a brand that resonates deeply with your target audience, driving long-term growth and success, all while complementing your overarching business goals and marketing plan.

If you’re looking for support to take your organic social content to the next level, let’s have a conversation.

We're here to guide you on your journey to organic brand awareness and impactful engagement.