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The landscape of social media marketing has evolved significantly, especially in the aftermath of the COVID-19 pandemic. While platforms like Facebook and Instagram often steal the spotlight, LinkedIn remains a critical yet underutilized channel for financial institutions, especially small to medium-sized banks.

As we move beyond the pandemic, the importance of LinkedIn has only grown, offering unique opportunities for banks to establish thought leadership, build authentic connections, and drive business growth.

Post-Pandemic Social Media Trends
The pandemic accelerated the adoption of digital platforms as people sought to maintain connections and continue business operations virtually. For financial institutions, this shift highlighted the need for a robust online presence. LinkedIn, with its professional audience, emerged as a vital platform for engaging with business professionals, many of whom are potential clients seeking business loans and connections.

In the post-pandemic world, the way businesses communicate has fundamentally changed. Authenticity and thought leadership are more critical than ever. For banking leaders, LinkedIn offers a platform to share insights, showcase expertise, and engage in meaningful conversations. By consistently posting valuable content, financial institutions can position themselves as trusted advisors in the industry.

Pro Tips to Rock Your LinkedIn Strategy
Engage Like a Pro: Regular activity on LinkedIn is crucial. Statistics show that LinkedIn users who post regularly see significantly higher engagement. For instance, LinkedIn members who actively post content are five times more likely to return to the platform daily. Regular engagement, such as dedicating at least 20 minutes a week to LinkedIn activities, can significantly enhance visibility.

Mix It Up with Diverse Content: LinkedIn supports various content formats, from articles and blogs to videos and LinkedIn Stories. This variety allows banks to experiment with different ways of engaging their audience. LinkedIn video posts, for example, are shared 20 times more than any other type of content on the platform. Live videos on LinkedIn get 24 times more engagement than regular videos.

Target Like a Ninja: LinkedIn’s advanced targeting capabilities, including tools like Sales Navigator, enable banks to reach specific audiences with tailored messages. This can be particularly effective for connecting with new CFOs or controllers, offering opportunities to pitch commercial loans and business services. LinkedIn’s targeting accuracy is a significant advantage, with 89% of B2B marketers using LinkedIn for lead generation and 62% reporting that it generates leads.

Empower Your Team: Encouraging employees to maintain active LinkedIn profiles and share relevant content can amplify the bank’s reach. Employees’ social media networks are, on average, 10 times larger than a company’s follower base, and content shared by employees receives eight times more engagement than content shared through branded channels.

Go Big with Paid Opportunities
Paid advertising on LinkedIn can further enhance a bank’s marketing efforts. Targeted ads can reach highly specific audiences, while InMail offers a more direct way to communicate with potential clients. LinkedIn’s ad revenue is projected to exceed $5.5 billion by 2024, reflecting the platform’s growing influence in the advertising space.

Your LinkedIn Action Plan
To maximize LinkedIn’s potential, financial institutions should consider the following best practices:

Optimize Profiles: Ensure all profiles, both institutional and individual, are complete and up-to-date. Highlight key achievements, relevant training, and professional milestones. Complete profiles receive 21 times more profile views and 36 times more messages.

Plan Your Content: Develop a content calendar that balances thought leadership posts, product-related updates, and personal stories. The “411” formula (four thought-leadership posts, one product-related post, and one personal post) can help maintain a balanced and engaging feed.

Engage with the Community: Engage with the LinkedIn community by commenting on posts, participating in group discussions, and responding to messages. Building relationships through genuine interactions can enhance the bank’s reputation and credibility.

The post-pandemic era has underscored the importance of a strong online presence for financial institutions. LinkedIn, with its professional focus and diverse content capabilities, offers a unique platform for small to medium-sized banks to establish thought leadership, build authentic connections, and drive business growth. By leveraging LinkedIn effectively, banks can navigate the evolving digital landscape and meet the changing needs of their clients.

Need help setting up your bank’s LinkedIn presence? We can sit down with your leadership team to define and execute an effective strategy to build credibility with your audience and unlock new business opportunities. Contact us today to start building a stronger LinkedIn presence for your financial institution.