Facebook or LinkedIn: Which Platform Does Your Business Need
With the evolution of digital marketing platforms, the world has truly become a global village. Distances mean very little as it doesn’t matter where you are in the world.
For businesses, it has created infinite possibilities to grow and expand their reach.
The potential of businesses has been enhanced by a long way.
And what has made digital marketing platforms grow?
The very reason why you can read this blog. The internet.
According to numbers, there are over 4.6 billion active internet users.
A Staggering number, isn’t it?
Well, that was just one of the many eye-opening facts you’ll see throughout this blog.
Among these 4.6 billion, which amounts to over 59% of the world’s population, more than 3.9 billion are using a social media platform.
You must be thinking, “What an amazing way to market my business! I will use it now.”
Yes, you can do it, but the question we have is, “Which social media platform should you go for?”
Well, out of all the social media platforms, each has its value. BUT you have 2, that stand head and shoulder over others when it comes to making business progress.
We are talking about LinkedIn and Facebook.
Are you having trouble deciding which platform to choose for lead generation?
Let us make the decision easier for you by stating some factors regarding both platforms.
Are you ready to dig in and know which platform your business needs to get to the next level?
If you just look at numbers, there’s no comparison. LinkedIn users are recorded to be over 740 million by the year 2020.
Do you think that’s a big number?
Well, that number will look tiny when it comes to the Facebook audience.
How’s that? Because Facebook’s active users are well over 2.8 billion, recorded at the start of 2021.
But there’s one problem: Just any audience will not do your business much good.
Instead, it’s about finding the right audience.
Let’s look at the type of people you can expect to see on each platform.
When it comes to Facebook, there’s pretty much no filter.
You’ll find people from different backgrounds, cultures, traditions, professionals, and non-professionals, so it’s all a mumble jumble.
From a business point of view, you’ll get serious buyers, along with window shoppers.
The 3rd category is people who don’t concern you at all. They’re just on Facebook for entertainment and other purposes.
Among this large audience, it’s up to your social media marketing skills to reach your future clients. This process is like finding a needle in a haystack.
As far as LinkedIn goes, it’s a platform that doesn’t attract much audience. That’s why you’ll mostly find people with career-oriented goals on this platform.
You’ll also find business-seekers and service providers.
What does that make LinkedIn?
The perfect bridge between the consumers and providers.
Want to get a testimony of why we think businesses can thrive on LinkedIn?
Here’s a fact: Over 55 million companies are registered on this platform, making LinkedIn a perfect platform for B2B service providers.
Not everyone on social media will have an enterprise. You’ll also have start-ups wanting to grow their business organically.
As good as an SEO strategy you execute, the platform’s algorithm always bound you.
So, what do the algorithms of these social media heavyweights allow you to do?
Being a juggernaut among the social media platforms, most businesses have found it tough with organic growth on Facebook.
The business owners have observed how difficult it is to get a significant reach for their business. In contrast, the events and personal profiles are getting high engagements.
Some known facts about how the Facebook algorithm works are:
- Prioritizes posts with heavy engagements (reactions, comments, shares)
- Shows content from your most and least interacted friends.
- Content from friends and family gets the priority, as opposed to businesses.
Among thousands of posts per second on LinkedIn, most are already business-related.
LinkedIn search algorithms filter them out according to what your network wants to see.
Along with the network, they also look at the engagement probability of the post.
LinkedIn posts give you a high chance of exposure, if:
- It’s relevant
- The related hashtags are used
- It encourages engagement (ask questions)
- The right content is posted at the right time
- Personalized content is published
For Using Inorganic Promotion:
Suppose you want to start with paid ads but can’t decide the platform to go for. In such a case, we’ll tell you how these 2 platforms react to different paid ads.
A thing to keep in mind is you don’t just want to keep boosting your posts.
You want to perform calculated audience research to get a high ROI.
For that, you need experienced social media marketers, which is what we provide at Marketairre. We ensure your business revenue rises by targeting the right social media audience.
Coming back to the platforms, here’s what’s possible with Facebook and LinkedIn paid ads.
Facebook algorithms promote and reward the graphical posts that are boosted.
If you use multiple images and videos that are relevant, you can expect great viewing.
Facebook offers many parameters that allow you to filter your audience. These include:
- Professional Status
Is there a way that Facebook will reject your ad?
Facebook loves graphics because that’s what appeals to most viewers more than text.
Facebook previously had a policy stating you can’t boost any image with over 20% text.
Despite this limit being removed in June 2021, Facebook still encourages people to use less text in their graphics.
Another reason Facebook may prevent you from boosting your post is promoting false news.
If you’re claiming that you can stop time or teleport, don’t be surprised if your post isn’t promoted.
With LinkedIn, it’s more about finding the right professionals.
Its inorganic boosting mechanism is not as advanced as Facebook.
Yes, you can narrow down on the audience you want to target. The parameter you have available are:
- Company name
- Company size
In terms of graphics, LinkedIn only allows one graphic per post.
Even if your post has a graphic, LinkedIn’s algorithm isn’t resourceful enough to differentiate and reward you.
One of the few things that go into LinkedIn’s favor is that its ads are cheaper than Facebook.
For executing these less costly ads and target your potential clients with the limited resources, you need social media marketing professionals.
Sending out messages:
We’ve talked about the algorithms and how to increase the views on your posts. But how about we go directly for the people?
Yes, we’re talking about sending them messages in their inbox. Before we discuss how feasible it can be, there’s a point worth highlighting.
You need to maintain your own profile and presence on social media, no matter which platform.
Since you’re representing your business by offering a service or product, your recipient could be curious to know about you.
If that person doesn’t find you credible enough, that can be an opportunity lost.
If you have a business and make the Facebook audience aware, you can stand out by sending them a message.
But here’s the catch:
If you send messages to non-friends, they may not end up in their inbox. It’s likely to be in your spam folder without notifying the recipient.
You have the option to ensure the message lands in the messages of your potential client by running ads (as discussed above).
Along with this, you also have another lead generation option offered by Facebook.
By boosting your post, you have the option for messages on your WhatsApp.
Since almost the whole Facebook audience (95%) use it on their phones, they can easily switch to WhatsApp and connect with you.
Speaking of the majority audience using the Facebook app, there’s another thing you’d want to know.
Do you have the space for another app on your phone? Because if you get Facebook messages, you’ll need it.
You need to have the Facebook Messenger app to send and receive Facebook messages. This may somewhat spoil the user experience.
Getting your message IN the LinkedIN audience’s inbox is easier.
A LinkedIn message doesn’t go anywhere other than the recipient’s inbox. This makes it almost sure that the recipient will view your message.
But what if someone isn’t on your connection list? Even then, you can message people if they haven’t turned off their messages for the non-connections.
If you can’t message them, not to worry.
You can just send them a connection request with your message, and they’ll see it.
But if you are obsessed with having your message in their Inbox, you can send them an InMail.
You’d probably be wondering, “is InMail available with all accounts?”
And the answer is NO. For that, you need to have a LinkedIn premium account.
Last but certainly by no means least, you have the option for sponsored messages by running paid ad campaigns.
Who WON it?
Among all the people in the world, who knows your business the best?
That is yourself and no one else.
So, it’s not for us to decide which platform you should choose. We’ve laid out the possibilities and the factors.
These should be more than sufficient to make you choose between Facebook and LinkedIn for your business.
So, which one will it be?