Agency professionals share their strategies on the platform to reach qualified audiences and expand their impact on the market
In a constantly changing media landscape, the online presence of professionals in the advertising market has become a necessity for those seeking to stand out. LinkedIn, the largest professional social network in the world, appears as an essential tool, promoting recognition, connections, insights and new opportunities.
Maurcio Felcio, professor of communication and advertising at the Escola Superior de Propaganda e Marketing (ESPM) and head of media at Energy BBDO, says that LinkedIn is a social network completely different from others, even in the ways of presenting content. The expert highlights that the network has great potential to help boost work results, showcase campaigns and work for a professional bubble.
Exploring the use of the social network in the routine of advertising agencies, propmark spoke with the agencies Fbiz, VMLY&R and Artplan, who shared their experiences and perspectives.
Paulo Loeb, CEO of Fbiz, says he has been using the network for over ten years. It’s the only social network that I consistently feed on. It is used because, from a business reputation point of view, the place I can reach professionals that interest me is Fbiz.
Professor Maurcio Felcio highlights that the reach of your publications directly depends on the quality of your connections. You need a qualified network to engage the content.
Loeb highlights the purchase of segmented media on the network as an alternative to publishing and boosting messages surgically. In addition to this possibility on LinkedIn, the CEO highlights The B2B Institute platform, the network’s initiative for B2B marketing with content organized in videos and texts.
Leandro Fonseca, media director at VMLY&R, highlights that LinkedIn has been a support platform for clients focused on B2B. Due to qualified audiences, it is possible to direct communication to decision makers. Brands also have an exclusive content tab on LinkedIn, aimed at this front, which is also an important tool. In November, we should expand tests for lead generation, he adds.
According to Felcio, LinkedIn only works with energy and attitude. He [LinkedIn] It’s a great network for spreading campaigns, but there’s no point in just sharing and hoping that it will automatically resonate at all ends. LinkedIn is part of the ecosystem and an important part, but it is not solely and exclusively a place to place campaigns.
Joana Chulam, national director of media and business at Artplan, highlights that whenever a new campaign is launched, she considers it crucial and captivating that the agency, the client and the entire team involved share details about the process and effectively publish information about it. For the director, this is equivalent to a kick-start in the corporate world and the practice demonstrates to everyone the team’s commitment and engagement in ensuring the success of the initiative.
(Credit: Foto de Souvik Banerjee on Unsplash)
Read the full article in the October 30, 2023 edition
