Should you be on LinkedIn as a beauty brand? In the ever-evolving landscape of digital marketing, beauty, health, and wellness brands are constantly seeking effective platforms to connect with their target audience. Instagram and TikTok often dominate discussions, but LinkedIn has reemerged as a valuable platform for brands looking to expand their reach and establish credibility. So, is it right for you?
Is LinkedIn a Valuable Social Media Platform for Beauty, Health, and Wellness Brands?
Professional Networking Meets Wellness
LinkedIn is where you go to look for a new job or boast about a promotion, right? Not necessarily. The platform’s primary focus might be on professional networking, but for brands, this unique positioning offers several advantages.
B2B Opportunities
For brands targeting professionals or seeking partnerships, LinkedIn provides direct access to decision-makers across several industries. This can be particularly valuable for wellness brands offering corporate wellness programs or beauty brands seeking retail partnerships.
Thought Leadership
LinkedIn’s emphasis on professional content makes it an ideal platform for sharing in-depth articles, research, and industry insights. Wellness brands can leverage this to establish themselves as authorities in their field, building trust and credibility with potential customers and partners.
What Should Brands Be Posting On LinkedIn?
To maximise the platform’s potential, brands should tailor their content strategy to LinkedIn’s professional audience, meaning that a unique strategy is required. Content should take the following formats:
Educational Content
Share informative posts about the science behind your products, wellness tips, or industry trends. This approach aligns with LinkedIn users’ expectations for valuable, professional content.
Storytelling
Brands can use LinkedIn’s article feature to share authentic stories about your brand’s journey, mission, or the impact of your products on customers’ lives. This can help create emotional connections with the platform’s audience.
Employee Advocacy
Where appropriate, brands should encourage employees to share company content and their own experiences with your products. This can significantly expand your reach and add a personal touch to the brand’s presence on the platform.
Is LinkedIn Good For Building Community and Engagement?
LinkedIn Groups
You can create or participate in LinkedIn groups focused on specific wellness or brand-specific topics to increase reach and engagement. This can help to connect with potential customers and industry peers.
Live Events
LinkedIn offers a live video feature to host Q&A sessions, product demonstrations, or wellness workshops. This interactive approach can boost engagement and provide valuable face-to-face interactions with your audience on this unique platform.
Find out about Flipside PR’s event services here.
How Do You Measure Success?
It can be hard to measure the value of a platform for your business without having measurable KPIs in place. For a LinkedIn strategy, these should include:
- Engagement rates on posts and articles
- Growth in followers and connections
- Lead generation and conversions from LinkedIn traffic
- Increase in brand mentions and sentiment
It’s important to remember that LinkedIn’s primary purpose as a social platform is business-facing rather than customer-focused, so results will be brand-based, and not sales-focused.
How Can We Help?
At Flipside PR, we provide businesses with full PR support to include social media strategy and campaign support, based on what is right to achieve your goals. Get in touch with our experienced team today to find out more. Find out more about the brands we’ve worked with here.
