Unlike other social media tools, LinkedIn was developed for direct professional use. However, from a narrow perspective, LinkedIn is more commonly known in the market as an application used by professionals for networking. However, LinkedIn offers opportunities that MSMEs can benefit from in many areas, especially in marketing and sales. When micro, small, and medium enterprises (MSME) use this application effectively, they can gain significant benefits in finding potential customers, other businesses to collaborate with, and the professional staff they need in their businesses. In fact, while other social media applications also offer online opportunities for businesses, LinkedIn provides MSMEs with a relatively stronger professional online presence in the digital world.
In the digital world, statistics and user numbers are often misleading. Knowing this fact, but at the same time keeping in mind that LinkedIn is an application developed for professional use, if we look at the number of registrations statistics, LinkedIn has around 900 million registrations in the world and around 90.000 in Kosovo. In this big world, there are great opportunities for MSMEs that know their target and the ways to reach that target. It is useful to underline one point here: It is a prerequisite for MSME owners and managers to have sufficient knowledge base in all social media and digital marketing channels, including LinkedIn. Even if professional services are outsourced in these areas, this knowledge and ability is necessary for the effectiveness of the service received.
After this introduction, let’s take a deeper look at LinkedIn from an MSME perspective.
How can LinkedIn be used by MSMEs?
Creating a Company Page: In addition to the benefits and opportunities mentioned above, LinkedIn also provides a suitable environment for MSMEs to promote their products and services. In addition to sharing images of their products/services, businesses can also increase their brand value and awareness with technical information or news and articles on the solutions offered. Creating a company page on LinkedIn is a prerequisite for this. This page also needs to be kept up to date and fed with valuable content for target audiences. MSMEs that successfully implement this can take their brand perception in the market far beyond the position of the business in the sector.
Relationship Management (Networking) for MSMEs: A business needs to interact with all groups that has the potential to affect its success. These groups include customers as well as customers’ customers, suppliers, non-governmental organizations, regulatory public institutions, etc. By using LinkedIn effectively, MSMEs can manage relationships in a much wider area and increase the chances of success of their businesses. To do this, it is enough to identify potential areas of interaction with relevant groups and to be in constant communication in these areas, ranging from advertising to sharing interesting articles.
Access to Qualified Personnel: One of the main problems, especially for growing MSMEs, is not being able to easily access the more qualified staff and manager candidates they need to keep up with the needs of growth. Through networking opportunities on LinkedIn, MSMEs can get in touch with more potential qualified staff and managers. In addition, another problem for MSMEs is that even when they do find qualified manager/staff candidates, they are not preferred due to their size. MSMEs with an active presence on LinkedIn will be more attractive to potential qualified managers/staff.
Marketing: When LinkedIn is used effectively, it can also offer solutions to MSMEs’ critical problems of branding and marketing needs. For this purpose, the first step is to define the right target audiences and then divide these audiences into micro segments. Once this is done, marketing campaigns that directly reach crystallized small target groups and deliver effective messages can be achieved. For example, an MSME that manufactures machinery could launch an advertising blitz directed at a large and important company in their customer sector and its relevant executives. This example is taken from a real-life experience and the result of this activity was a success to sale to this large company.
As mentioned at the beginning of the article, the most important feature that differentiates LinkedIn from other social media applications is that its purpose is based on professional use. Therefore, MSME owners or employees increasing their knowledge and skills on LinkedIn will have significant benefits for their businesses. We have mentioned practical information and suggestions about the main ones above. From now on, it is up to MSME owners and managers.