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Proposal: Actively integrating LinkedIn as part of Excellerate Services’ Marketing and Communications strategy

Jacques Riche LinkedIn

Including LinkedIn as Part of the Marketing and Communication Strategy for Excellerate Services

LinkedIn has 500 million users globally, of which 40% use this social networking service daily, around 57% on their mobile phones. In South Africa, there are around 6.1 million users. The interest in this business-oriented social networking service is steadily increasing. It is becoming the social platform South African companies should be on, particularly because about 50% of LinkedIn users have decision-making authority.

This platform, as an Internet marketing tool, should be an important part of business communication strategy. This service is not only cost-effective: it may be used for conversions, both business to business (B2B) and business to consumer (B2C). Although LinkedIn is a crossover social-media platform for both personal and business life, it is the best platform for B2B marketing. This makes it a game-changer that may be used as a tool for passive and proactive marketing within the broader communications strategy.

For instance, as a passive communicative tool, a LinkedIn account can help more than merely communicating a professional image; it can also help the brand's visibility. In doing so, the corporate goals may be communicated to potential new clients while strengthening the bond with existing clients.  The account can also act as an advert to attract customers. Having a LinkedIn account aids in optimizing the presence in search engine ranking in Google search: website links in third-party sites increase search engine results.

In addition, the account may be used as a communication strategy to keep clients informed, launch products, spread information economically to targeted audiences, and show that the company is current, reflecting the latest trends. By offering a forum to inform and discuss, this social platform may be used to network with both new and existing customers. Offering publicity and connecting like-minded professionals obviates the need for cold calling. In addition, information such as the company story in messages or short videos or images on this platform could help create an emotional bond between the company, its workers, and its clients (old and new).

LinkedIn may also be used as a proactive marketing tool in the communication strategy when researching the competition, new suppliers, and possible new partners. In addition, the platform may be used to actively reach out to recruit new staff members. Beyond passively offering a professional image, LinkedIn may be utilized to position the company as a leader and influencer by providing original content, solidifying the company’s reputation as a trusted entity in the business world, while helping to improve face-to-face relationships.

Suggestions regarding the existing LinkedIn page

  • The brand logo can improve. The logo doesn’t seem to be in high definition, making it seem blurred, thus unprofessional.  However, the banner image does match the image on the company website.
  • You could brand the company’s LinkedIn address by just claiming the custom URL.
  • Could add an overview, job sections, and life sections below the title block. The overview block can then open up to the ‘about us’ section.
  • The text of the ‘about us’ section can be reduced as it is too wordy. Instead, it should be clear, direct, and persuasive. True, there might be 2,000 characters that can be used, but being concise, the message may be transferred more effectively. Also, using keywords within the text will help with SEO.
  • Even with 10,001+ employees, the page has a mere 22 followers. Encouraging staff members to follow the page will increase the numbers dramatically. Also by adding a LinkedIn link on the company website could help the numbers.
  • The purpose of the page seems unclear. The content doesn’t match Google’s search engine optimization. It lacks stats, questions mostly searched by users, useful tips, research articles (it has hardly any), or compelling graphics and photos, six times more engaging than text-only content. More problematic, the content is limited to Enforce Security, ignoring the broader umbrella company Excellerate Services’ other services.
  • Had the followers been better, the page could upgrade to a business account.


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