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The Key to LinkedIn Marketing Success

In the realm of LinkedIn, the perception of being serious and corporate has long prevailed. However, Diana Daou, the Head of LinkedIn Marketing Solutions for MENA, challenges this notion, urging brands to infuse humanity and storytelling into their LinkedIn strategies. During an interview with Campaign Middle East, Daou stressed the need for brands to break free from the shackles of seriousness.

Traditionally, brands have erred on the side of excessive seriousness, meticulously planning and over-analyzing their content. Yet, Daou argues that true engagement arises when brands showcase their authentic human side, transcending titles and positions. Regardless of whether you hold the title of CEO or CMO, it is the genuine and relatable content that elicits the most favorable response.

LinkedIn, as a platform, actively collaborates with media and creative agencies, promoting a bolder and more captivating presence. While this call to be more human extends to all brands, Daou particularly highlights the pressing need for improvement among B2B brands.

In dispelling the myth that B2B buyers are merely mechanical entities, Daou emphasizes the importance of appealing to their emotions and needs. She cites prominent B2B players like ServiceNow and Salesforce, operating in sectors such as cloud computing, fintech, and automation, as the driving forces behind the global economy. Although some of these names may remain unfamiliar, their impact is undeniable.

LinkedIn, in partnership with The Creative B2B Lions, now recognizes groundbreaking creativity in the realm of business-to-business marketing. Daou acknowledges that B2B brands are beginning to understand the long-term advantages of brand building, indicating a shift in their strategic mindset.

Highlighting exemplary companies leading the way, Daou singles out Maersk, the Danish shipping company, and Siemens, the German manufacturing giant. These B2B pioneers have successfully humanized their brands by employing creativity and delivering impactful messages. Daou commends their outstanding efforts and utilizes them as beacons of inspiration.

Storytelling and brand building take center stage in Daou’s discourse. Rather than diving headfirst into product details and technicalities, she advises brands to craft narratives that highlight the necessity of their solutions. By nurturing the audience’s interest and leading them through the marketing funnel, brands can gradually delve into the specifics, ensuring a more receptive and engaged audience.

LinkedIn has recently introduced thought leadership ads, enabling CEOs and senior leaders to communicate messages under their own names while promoting them on their company pages. These ads have witnessed increased engagement, with users actively commenting and resharing the content.

To thrive on LinkedIn, brands must embrace authenticity, storytelling, and a more human approach. By adopting these principles, businesses can forge deeper connections, captivate their target audience, and establish a lasting presence on the platform. Join the league of successful B2B brands and unlock the full potential of LinkedIn marketing.

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