To improve your visibility on YouTube and acquire leads, posting content is not enough. It’s a good foundation, but with limited reach.

Our advice: invest in YouTube Ads. Video ads are the first way customers discover a business or service.

But how to make a YouTube Ads campaign that really works and brings you qualified leads? Answers in the article!

6 reasons to get started with YouTube Ads

Let’s talk numbers! YouTube is :

The second most visited site in the world.
Over 1 billion hours of video viewed every day.
2 billion monthly users.
70% of users who say they have already made a purchase from a company seen on YouTube.
So, before we get into how to run a campaign, let’s start with the “why”! Why use YouTube Ads in your marketing strategy?

1 – YouTube influences purchases

YouTube influences 64% of buyers at the time of purchase. This figure is higher than other social platforms like Facebook, Twitter or Pinterest.

In fact, YouTube is increasingly used as a search engine to find product reviews, how-to’s, additional tips, comparisons or demonstrations.

2 – An option to target specific keywords

Since YouTube is owned by Google, you have the power to run targeted and profitable campaigns. By the way, if you need more information about the search engine’s advertising network, I invite you to read the article “How to generate leads with Google Ads in B2B?”

Thanks to its algorithm, Google analyzes the search terms related to your business or industry, to target them on YouTube as well.

This contextual keyword targeting allows you to reach users who watch videos containing your terms in their metadata, descriptions or titles.

3 – A precise geographical targeting

Local, national or international business? YouTube has options that range from targeting by zip code to an entire country.

For example, if you have a local reach, you can display ads within a 50km radius of your office. Conversely, if you practice (or deliver) anywhere in France, you can target the entire country.

The geographical targeting of YouTube Ads also allows you to adapt your ads by region. Useful if your rates or services differ according to the cities.

4 – Ad formats that promote conversion and engagement

Bumper Ads, Lead Form Ads, overlay ads… YouTube offers several formats depending on your objectives.

For example, if you want to encourage impulse, you can choose the overlay with CTAs or banners to encourage conversion.

To manage your image or promote an offer, Bumper Ads are particularly effective, because they are hard to miss!

Finally, YouTube’s Lead Form Ads are particularly recommended in the B2B sector. As their name suggests, they help collect leads directly from the mobile application, thanks to an integrated form.

5 – Powerful analytical tools

YouTube Ads offers detailed statistics about the performance of your campaigns. You can get data about your “viewers” (reach, frequency of display…) and their behavior towards your ads (viewing time, clicks, engagements…).

This information will help you optimize your ads and their ROI.

6 – YouTube Ads offer a better return on investment

A study by Google shows that YouTube ads generate a better ROI than television.

The reasons? A young and connected audience, more apt to receive personalized ads, but also this very personalization! It’s easier to target channels or content that gather your buyers persona.

Facebook has more than 2 billion users, 74% of whom connect to it for business purposes. 48.5% of B2B decision makers use Facebook to search for information and partners.

So how can you take advantage of this audience to gain subscribers on your business page?

1 – Optimize the “About” section
Many users will refer to the “About” section of Facebook to learn more about your business. These same users may never visit the “About” page on your website, so you might as well bring them all the information they need on the social network.

Make sure this section contains everything a prospect needs to know:

Your contact information: email, phone number, headquarters address…
Your business hours
Your website
The way(s) to make an appointment
The description of the company and its products/services
Its history

2 – Pin interesting information
Optimize your page’s welcome by putting useful content on the front page such as infographics, tips, how-to videos, tutorials, product demos, customer testimonials or behind-the-scenes information about your company.

The idea is that the visitor will immediately find added value by visiting your Facebook page, which will encourage him to subscribe.

3 – Use Facebook Ads
Facebook offers the possibility to boost your publications to reach new audiences. Your best performing content deserves to be sponsored to reach potential prospects and encourage them to like your page.

And just like LinkedIn, Facebook offers a dedicated subscriber recruitment format. You can use it to generate new “likes” on your page every day.

4 – Promote your page on other channels
Everyone is on Facebook! Therefore, don’t hesitate to promote your page on as many channels as possible to boost subscriptions: in your newsletter, in your email signature, via a pop-up on your website, in your lead nurturing campaigns, etc.

How to get more subscribers on TikTok?
You thought TikTok was only for teenagers? If they are the majority on the platform, there are still 37% of adults:

16% of users are between 30 and 39 years old
14% are between 40 and 49 years old
7% are over 50 years old
So, what if you launched with relevant, fun and entertaining videos that show your business in a different light? And to recruit your first subscribers, here are some best practices to follow:

1 – Demystify your industry with humor
All activities suffer from preconceived ideas, clichés or myths. TikTok gives you a unique opportunity to debunk them in a creative way to educate your audience. This technique helps you gain subscribers who are interested in your activity but still in the thinking phase.

A good example is Morningbrew, which uses TikTok to explain the mysteries of finance to its subscribers.

2 – Deliver hacks on your products/services
Do your products/services contain underused or ignored features? Highlight them on TikTok in a playful way through short and funny videos.

However, the tips must be unique and relevant so that they encourage the user who sees the video to subscribe.

3 – Launch hashtags challenge
Challenge hashtags are a simple and effective way to get more subscribers on TikTok.

Launch a challenge to your subscribers, without forgetting to sponsor the hashtag to get a maximum of participation and subscribers!

But, the million dollar question is: how do you get more followers on social networks as a business?

As each social platform is different, there is no single strategy. You need to define specific action plans for each channel.

How do you get more followers on Instagram?
90% of Instagram users are subscribers to a business. Over 36% of B2B decision makers use the platform to research new products or services. On Instagram, businesses are growing by 1.46% per month in followers.

To take advantage of these statistics and grow your community, here are some key tips:

1 – Optimize your posts for the Explore page
During their search for content, Instagram users consult the platform’s Explorer tab. This usually displays posts related to the user’s preferences: the algorithm is based on their subscriptions, searches and behavior.

To capture leads, you need to write relevant captions and use keywords searched by your potential customers.

2 – Run contests… even in B2B!
Contests are still a great way to increase your followers on your Instagram page. However, to avoid contestants looking for prizes they can resell, offer products or services that cater to your niche, such as a subscription to your tool or a significant discount on the first purchase.

This practice will allow you to recruit qualified subscribers.

3 – Use influencer marketing
Often used in B2C marketing, influencer marketing is also available in B2B version. But only 11% of B2B companies dare to use influencers. Yet, it remains a powerful strategy to get more followers on Instagram.

Find experts in your industry to talk about your products/services and attract new users. You can have them test your tools and ask them to publish a story or a post, but you also have the option to :

Turn your best customers into influencers by hosting Instagram Live sessions.
Publish case studies about your clients and ask them to share them on their Instagram page.
Co-create content with your partners, media and bloggers.

How to get more followers on LinkedIn?
9 out of 10 companies have a page on LinkedIn. On average, they have 109,000 subscribers on this social network.

This means that the competition is important! So, how to attract users to your page and turn it into a lead machine? Our tips below!

1 – Launch a campaign to recruit followers
LinkedIn’s Follower Ad format allows you to recruit followers via sponsored ads. The platform displays a personalized ad with your company’s logo, name and a “Follow” button.

2 – Encourage your executives and managers to tag your page
According to a study conducted by Linkedin, only 3% of employees share their company’s content on social networks. Yet, when they do, they generate 30% of the interactions on this content! Impressive, isn’t it?

Your company’s executives and managers have their own network on LinkedIn. And this network is often very qualified. So when they mention the company’s LinkedIn page and link to it, it helps generate traffic and followers.

3 – Encourage employees to participate in LinkedIn groups
LinkedIn Groups offer highly engaged conversations between professionals who are passionate about niche topics. When your company’s experts participate as authentic members in these mini-communities, they help spread the word about your company, while demonstrating your authority on key topics.

Not to mention that they can add to their knowledge themselves, which benefits your business.

In your internal newsletter, during your training sessions or via a social network usage charter, encourage this good practice by revealing all its advantages!

4 – Promote your LinkedIn page in annual reports
Your quarterly or annual reports and studies are not only seen by your employees. Over time, they are reviewed by other sources like your investors, external analysts, partners and even customers.

Make sure your LinkedIn page URL appears in these documents to gain quality subscribers!

How to get more followers on Facebook?
Facebook has more than 2 billion users, 74% of whom connect to it for business purposes. 48.5% of B2B decision makers use Facebook to search for information and partners.

So how can you take advantage of this audience to gain subscribers on your business page?

1 – Optimize the “About” section
Many users will refer to the “About” section of Facebook to learn more about your business. These same users may never visit the “About” page on your website, so you might as well bring them all the information they need on the social network.

Make sure this section contains everything a prospect needs to know:

Your contact information: email, phone number, headquarters address…
Your business hours
Your website
The way(s) to make an appointment
The description of the company and its products/services
Its history

2 – Pin interesting information
Optimize your page’s welcome by putting useful content on the front page such as infographics, tips, how-to videos, tutorials, product demos, customer testimonials or behind-the-scenes information about your company.

The idea is that the visitor will immediately find added value by visiting your Facebook page, which will encourage him to subscribe.

3 – Use Facebook Ads
Facebook offers the possibility to boost your publications to reach new audiences. Your best performing content deserves to be sponsored to reach potential prospects and encourage them to like your page.

And just like LinkedIn, Facebook offers a dedicated subscriber recruitment format. You can use it to generate new “likes” on your page every day.

4 – Promote your page on other channels
Everyone is on Facebook! Therefore, don’t hesitate to promote your page on as many channels as possible to boost subscriptions: in your newsletter, in your email signature, via a pop-up on your website, in your lead nurturing campaigns, etc.

With its Business offer, WhatsApp allows companies to offer an efficient customer service and increase sales thanks to some very interesting features. If you’re looking to take your first steps or improve your WhatsApp marketing, this guide is for you!

How does WhatsApp Business work?
WhatsApp is an instant messaging application for free communication via text messages, voice messages and video calls. The company was acquired in 2014 by Facebook, which also owns Instagram, making it the major player in the social media market in the world.

The WhatsApp Business platform is designed specifically for business owners. In fact, the “pro” version has tools and features dedicated to customer interaction.

How do I create a WhatsApp Business account?
To start, you need to create a business profile. This will allow you to indicate important information for your prospects and customers like:

The address of your headquarters
Description of your business
Your company email address and most importantly, your customer service email address
Your website
Your opening hours

How to create a product catalog?
The great interest of WhatsApp Business is its “e-commerce” feature! Indeed, you can create a catalog to present your products/services. It is your company’s showcase on the platform.

You add the products and services you sell as well as details like price, features and visuals. You can include links to direct users to your site.

However, with the “Shopping Cart” feature, customers can choose products and place the order with your business, without leaving the application.

How to set up messaging automation?
WhatsApp also allows you to automate messages to welcome your new customers and provide customer service even during your off hours.

It works like chatbots. You set up messages and as soon as a customer contacts you on WhatsApp, they receive a response within a second. Useful to avoid losing a sale or to keep a user with a problem waiting.

How do I tag incoming messages?
WhatsApp Business allows you to tag messages. This is useful if you have several people managing your messaging.

It helps you sort messages by urgency, process and track your orders.

You can use pre-programmed labels or create new ones.

How to use segmentation options?
As you know, segmentation is the key to successful marketing! On the pro version of WhatsApp, you have the ability to create groups (up to 256 members) to divide your audience.

It’s up to you how you organize these groups, based on the targeting criteria you’ve already established in your marketing strategy. For example, you can segment with subsets like: customers, prospects, executives, top customers, etc.

Why use WhatsApp in your marketing strategy?
In the last few years, WhatsApp has replaced SMS as the primary messaging channel. In a decade, the messaging app has managed to gather over 2 billion users worldwide. Among these billions of subscribers are bound to be your customers! That’s why you should use WhatsApp Business to communicate with them.

But this is not the only advantage of the application…

1 – To provide better customer support
With WhatsApp Business, you can offer personalized customer support through automated messages and chatbot-like features.

Another interesting point is that the application syncs with your CRM. You can find all your contacts and integrate them into your WhatsApp strategy easily.

This synchronization also allows you to centralize the exchanges with each customer and prospect, in order to offer a more personalized follow-up. An essential asset to move your prospects through the sales funnel and build customer loyalty.

2 – For its more transparent algorithm on the display of publications
Unlike Facebook, Instagram and other social networks whose algorithm changes frequently, WhatsApp follows a linear logic. There is no random display of posts and only users who have had contact with your company will receive your messages.

This makes it easier to connect individually with each customer and get responses.

3 – For easy to follow reminders and payment confirmations
WhatsApp is useful for sending confirmation messages for requests made on your website. There is very little spam. This makes it easier for users to track the reminders and confirmation updates you send.

Also, offering this way to be notified of follow-up orders allows you to get the customer into your WhatsApp contacts.

4 – For its sales support features
The catalog tool, the synchronization with the CRM, the ads… WhatsApp Business offers many features to expand your audience, while optimizing the user experience.

The fact that the customer can directly shop on the platform is an undeniable asset to boost your sales.

5 – For its support of international communication
WhatsApp Business makes it easy to communicate with international customers. Here, there are no extra charges for conversations with foreigners.

Not to mention that you don’t have to wait for “the right time” to send a message. Users will see it in due course.

What marketing actions should be implemented on WhatsApp?
Only a minority of companies actively use WhatsApp Business for marketing. This means: less competition and a more receptive audience for your campaigns!

Because WhatsApp is different from other channels, it forces you to be innovative by trying new techniques. It’s also an opportunity to show another side of your company, a more human side!

1 – Use WhatsApp statuses effectively
WhatsApp statuses are similar to Instagram stories. They disappear after 24 hours and are visible in a dedicated tab. But what kind of content should you post?

Behind the scenes of your business
It can be a typical day in your office, a focus on the daily life of one of your experts, an internal event…

Motivational quotes
This type of content always works, while enhancing your principles! Also share visuals that form an inspiring storytelling for your community.

Access to exclusive content
Offer for example access to promotions, private sales or contests.

Informative content
The possibilities are endless: infographic, list of tips, quick tutorial…

2 – Support your content marketing via groups
Since WhatsApp Business allows you to send links, images, videos, PDFs and more, why not set up a newsletter-like distribution model?

Customers sign up via a landing page or pop-up, on your site, to receive your latest ebooks, blog posts and videos directly via WhatsApp.

However, consider designing a content marketing strategy specific to the messaging application, sending content that can be easily viewed from a mobile device.

And like any good content marketing strategy, segment your distribution! Each group will need an editorial plan that meets their needs.

For example, to build customer loyalty and counteract the “stop ads” that are increasingly present on mailboxes, Carrefour offers to receive its catalog in digital format: On its website, the company asks users who wish to do so, to enter their postal code and phone number.

3 – Opt for non-traditional campaigns
Want your WhatsApp strategy to work? You need to motivate users to send you messages, give you their phone number or join your groups. So get creative.

For example, you can:

Ask your prospects to send you a WhatsApp message to unlock a feature when trying your products/services.
Offer professional advice and services only to customers who regularly participate in your WhatsApp conversations.
Offer personalized help to users to increase their satisfaction, as well as their loyalty.
4 – Collaborate with other companies
When you collaborate with companies that offer complementary services to yours, you expand your audience. This well-known technique used on social networks also works on WhatsApp Business!

You can:

Join WhatsApp groups of other companies
Invite brands and companies into your own
Co-organize a WhatsApp contest
Organize a Q&A session on a customer issue with experts from other companies
Share content from other companies in your groups (and vice versa!)
5 – Use WhatsApp Ads
Just bought by Facebook, the WhatsApp application welcomes ads in the statuses! Like Instagram’s Stories Ads, WhatsApp Ads are displayed between two slides and take up the entire width of the screen. It’s impossible to miss them!

Of course, it will be possible to include a link to your website, a landing page or your WhatsApp account to convert users.

6 – Organize product demonstrations
Are your customers always busy? Do you have an international clientele? It’s hard to get a face-to-face meeting. That’s where WhatsApp comes in!

Use the multimedia features and video calls to offer a remote product/service demonstration. This will save your prospects time and speed up the decision process.

7 – Build customer loyalty
WhatsApp allows you to directly share your content, like blog posts and industry news, with your customers. Sending direct content helps rekindle customer interest in your business.

A quick way to do this on WhatsApp is to create a dedicated group for your customers. Send them tutorials, product demos and other tips on how to use your products/services well. You can also organize Q&A sessions to help them, in the best possible way, to achieve their goals. This also brings you closer to your customers, creating a bond of availability and proximity.

The company is taking its one-to-one marketing to the next level by getting closer to its most loyal consumers. They can quickly contact an advisor to ask all their questions. Fnac guarantees a response within 4 hours, even during the night! What to keep its customers and push them more easily to re-purchase…

8 – Promote your webinars, events and conferences
Between saturated inboxes and social network algorithms that limit your organic reach, your invitation for an event can quickly get lost… With WhatsApp, the customer receives a notification directly on his phone: hard to ignore!

If you’re organizing a conference, a grand opening or a webinar, send the invitation on WhatsApp. Again, use groups to target your invitations. For example, for a small inauguration, invite only your best customers. For a webinar about a key issue of your prospects, invite only your potential customers.

9 – Promote new products
Have you launched a new product or service? In addition to sending emails and other marketing strategies, you can use WhatsApp to inform your customers:

Schedule a call or demonstration of the product
Send demonstration videos
Send presentations and order forms
Add the product/service for pre-order to your WhatsApp catalog
10 – Adjust your communication tone
WhatsApp is the perfect channel to humanize your business. Move from a formal tone to a playful one to get a little closer to your customers.

Prospects and customers should really feel like they are talking to a person (an advisor, an expert) and not to a company.

11 – Collect feedback to improve
Using WhatsApp Business makes it easy to collect feedback from customers. In the conversations, you can detect blocking points or ideas for improvement. But to go further, send questionnaires to your different groups.

Ask your contacts to evaluate a product, the customer service or the navigation on the website. Since they will receive a notification on their cell phone, they will be more inclined to answer. However, take into account the “mobile” factor! Your questionnaire should be short (3 questions maximum) with predefined answers or value scales.

And let’s start by re-establishing a truth: there is not ONE algorithm, but several algorithms each with specific objectives. This reinforces the mystery around the scope, we agree…

So, if you regularly ask yourself “Why is my engagement down?” or “Why are my posts getting fewer likes?”, this article is for you!

What exactly is the Instagram algorithm?
Instagram uses machine learning to study the behavior of its users in order to personalize their newsfeeds with relevant content. The goal? To improve the user experience to keep them on the social network as long as possible.

According to, the creators of Instagram, when the platform abandoned its chronological feed, it improved the visibility of posts by 50%.

Indeed, in case you didn’t know, the social network prioritizes posts according to the interest they may represent for the public, and not by date. The advantage? As long as you publish relevant and engaging content, the algorithm will boost your organic reach.

As a reminder, we talk about organic or natural reach as opposed to reach generated by advertising on the platform.

How do Instagram algorithms work?
As we said in the introduction, there is no single algorithm, but several processes that judge the relevance of a post to a user.

Before going any further, it’s important to remember that Instagram treats content from personal, creator and business accounts equally (unlike Facebook, which curbs the organic reach of business pages).

Also, it should be remembered that the social network has several features (IGTV, Reels, the Explorer page, etc.). Each of these tools uses a specific algorithm with different ranking criteria.

Here we go, let’s discover together how each of them works!

How does the Instagram algorithm work for the feed?
Let’s get to the heart of the matter with the process Instagram uses to “carry” your post to your audience! What factors influence the visibility of your posts?

The “technical” information of the content
Such as the format (photo or video), the time of publication, the geolocation and its immediate popularity.

Information about the account that publishes
The content will be shown in priority to the account’s audience, especially to the followers who have shown a specific interest in the account (or the subject evoked by the account).

The user’s activity
The Instagram algorithm will rely on each user’s preferences to decide whether or not to show them your post.

Thus, a user who often watches videos will be offered your video publications in priority.

The interaction history
Instagram will first show your content to people who interact with your account often.

People who like, share, reply to your stories… will therefore be more likely to see your posts in their news feed.

Time spent on the publication
The more time users spend on the post, the more its organic reach will increase.

Profile visits
If the content generates visits on the account’s profile, then it will also move up in the feed more easily.

Based on this information, the Instagram algorithm calculates the probability that someone will interact with a post. This probability is called the “interest score”. This is what determines the order in which posts are displayed in the users’ feed.

How does the Instagram algorithm for stories work?
The factors that influence the visibility of stories are similar to those of the feed.

Generally, the stories that appear at the top of the homepage come from the accounts that the user interacts with most often (whether in the story or in the news feed).

However, there is still a chronological part to integrate. Indeed, when you complete a story, it will go up in the feed. So rather than publishing several slides at once (unless it’s necessary to understand the message), space out the updates to increase the number of views!

How does the Instagram algorithm work on the Explorer page?
The Explorer page and the feed algorithm are pretty similar. They both offer content based on the user’s interest score.

However, while the Instagram feed displays content from accounts the user follows, Explorer is entirely made up of content from unfollowed accounts.

This is the whole point of this section, which allows members to discover new pages, and content creators to expand their audience.

The most important signals for the algorithm of the Explorer page are :

The immediate popularity of the publication
If the level of engagement is high from the moment it is published, the post will be more likely to appear in the Explorer tab.

Interaction history with the posting account
Has the user interacted with the account or its content in the past (even if not subscribed)? If so, they will be more easily exposed to it.

User activity history
Instagram is based on the interests of members to display content in Explorer. It will therefore study the topics covered in the publications previously liked, commented, saved…

How does the Instagram algorithm for IGTV work?
For IGTV videos, the algorithm gives priority to the accounts with which the user interacts the most. Regarding the Explorer page, it is rather the theme of the video (and its immediate popularity) that will determine its display among certain users.

When you post an IGTV, the social network gives you the option to share a preview in your News Feed. We highly recommend using this feature to boost the visibility of your video!

What tips can you use to appeal to Instagram algorithms?
Now that you know more about how the different Instagram algorithms work, it’s time to adapt your strategy!

Boost engagement via carousels
According to tests conducted by Hootsuite, carousels generate 3 times more engagement and 1.4 times more reach than other formats. So why not take advantage of it?

Even though Instagram’s creators have never officially said anything on the subject, it seems clear that this format is the most promising.

Its main advantage? Allowing you to broadcast a storytelling, to give several tips (as in the example below) or to show, in detail, a product or service.
Generate conversations
To maximize the reach of your posts, you need to generate reactions quickly after your content is posted.

One of the best ways to do this? Write captions that leave your community wanting more and get them engaged. Each post should include a call to action, such as:

Asking to vote between several alternatives
Asking a question with predefined choices to prompt a response
Asking your followers to share their opinions
Encourage them to share a high value-added publication (like a list of tips, for example) in a story
Encourage to tag a person in a comment, especially if your post is about friends, family, love…

Switch to microblogging
Just like on Google, it is possible to search for content with specific keywords on Instagram.

This means that you should also prepare your publications with this in mind! Especially since the visits obtained from these queries are by definition more qualified…

In addition, Instagram is experiencing a renaissance in writing… and reading! Users are spending more and more time on the platform and appreciate reading detailed captions, providing added value.

A behavior that the algorithm appreciates and rewards with better reach.

According to Hubspot, descriptions longer than 500 characters get more reactions from the audience.

You can use this trend to turn your Instagram page into a mini blog, sharing tips, opinions and personal experiences.

You can even share interviews with your employees to humanize your brand, while keeping users on your post longer.

Repurpose your Instagram content …on Instagram
To boost your ranking in the algorithms, reuse your Instagram content on the social network.

There is no shortage of channels: feed, stories, IGTV, guides and Reels… Do not hesitate to decline your publications on the different formats offered by the platform.

Thanks to these different formats, you can strategically use your posts to drive different audiences to your most recent content.

For example, you can publish a short clip of an IGTV video on Reels, promote a guide or a Reel in a story, turn a list of tips published in a story into a carousel, transform your publications into a guide, etc.

Create engagement with your stories
If your story generates a lot of reactions, it will improve its reach. Instagram provides several features that encourage interaction, so use them sparingly! (but smartly…)

Place stickers to create polls, quizzes, ask questions, or prompt a link. The more users respond, the higher your story will be on the top of the feed.

Moreover, this technique fully involves your audience. It reinforces their sense of belonging and their loyalty to the brand.

This strategy has only advantages for you!

Most of them have even been told to use it in their sales approach.

Without knowing what it is. Without knowing how it works.

These salespeople then got on LinkedIn by quickly creating an account (or updating it). They used the search bar to find prospects. They added hundreds of contacts and sent them a copy/paste message.

The feedback was catastrophic. 0. No response. Well, yes. One or two, to point out that they had messed up their first name. Damn copy/paste.

As you read these few lines, the reason jumps out at you. But when you have your head in the sand, when you’re under pressure to generate numbers, it’s not so obvious.

In any case, if you are here, it means that you are on the right track. By asking yourself what LinkedIn is, before you start, you will avoid these mistakes. This waste of time, and money.

What is LinkedIn? The simple definition:
LinkedIn is a professional social network created in December 2002 by Allen Blue and Reid Hoffman. LinkedIn is specialized in networking and career development.

LinkedIn is used to prospect, find a job or hire a collaborator. In practice, as we will see later, its uses are more numerous.

Here are the key things to know about LinkedIn:

– LinkedIn is a free social network but offers premium, paid features: tools for prospecting, recruiting or online training.

– LinkedIn allows you to create an account highlighting your professional background.

– LinkedIn offers the possibility to share content in different formats: text, photo, video, survey and even PDF document.

– On LinkedIn, you can add contacts to your network and follow their news, just like on any other social network.

– Finally, you have the possibility to create a person account and/or a company page.

What is LinkedIn in practice?
Now that we have seen the theoretical definition of LinkedIn, let’s look at the real uses of the social network.

What is LinkedIn used for?
LinkedIn is for prospecting
LinkedIn is an indispensable tool for prospecting in the current context.

LinkedIn allows you to find qualified prospects, to get in touch with them and even to maintain a relationship while they make their purchasing decision.

To take full advantage of it, however, there is one mistake you should not make: prospecting on LinkedIn the way you would prospect on the hard way, by phone or email.

LinkedIn is for monitoring (and developing skills)
Do you want to increase your skills and keep up with the latest trends in your field of activity? You want to keep an eye on what your clients and even your competitors are doing?

Use LinkedIn!

LinkedIn allows you to conduct your daily monitoring via different ways:

By following the news of your network;
By subscribing to company pages;
By subscribing to discussion groups;
Thanks to the application, you can take advantage of downtime between two meetings to take a look at your news feed. If the LinkedIn algorithm is well done, you’ll get at least one key information!

LinkedIn is used to federate a community
This is probably the most underestimated use of LinkedIn. However, it is a social network and in social network there is ? SO-CIAL!

LinkedIn is therefore the perfect place to build lasting relationships but also to keep in touch with your prospects, customers and partners. Better yet, it’s an opportunity to demonstrate your skills to potential prospects.

By sharing content regularly, your network will interact and validate your areas of expertise.

Users who see this, thanks to the principle of social proof, will then be more inclined to contact you to see what you can offer them!

LinkedIn is used to recruit (or look for a job)
I’ll end with this point because it’s finally the most obvious use. LinkedIn was initially created to connect candidates and employers.

In the context of a job search, LinkedIn allows you to put your resume online and in front of others. In a recruitment process, LinkedIn offers you a lot of features to identify and contact candidates.

Finally, you can use LinkedIn to promote your employer brand.