Producing and Analysing LinkedIn Content of Mantsinen Group Ltd Oy
Hodokainen, Antti (2023)
Hodokainen, Antti
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060320965
https://urn.fi/URN:NBN:fi:amk-2023060320965
Tiivistelmä
LinkedIn is a social platform that is very effective for B2B companies to market their products and services. The author of this thesis made the research for Mantsinen Group Ltd Oy relating to what kind of content must published on LinkedIn in order to get good results. The research questions are as follows:
• What kind of content works best to make people visit the company’s website?
• What kind of content works best to grow the number of the case company’s LinkedIn followers?
The first step of this thesis included doing extensive research on the topic of what is the role of LinkedIn for B2B companies, how to conduct content strategy on LinkedIn, and what is the role of KPIs in digital marketing, specifically on LinkedIn. Also, a framework to categorise LinkedIn content was found and implemented. After the research, nine LinkedIn posts were published on Mantsinen Group’s LinkedIn Company Page. The results of each post were analysed, the focus being on the number of website visits and new LinkedIn followers.
• What kind of content works best to make people visit the company’s website?
• What kind of content works best to grow the number of the case company’s LinkedIn followers?
The first step of this thesis included doing extensive research on the topic of what is the role of LinkedIn for B2B companies, how to conduct content strategy on LinkedIn, and what is the role of KPIs in digital marketing, specifically on LinkedIn. Also, a framework to categorise LinkedIn content was found and implemented. After the research, nine LinkedIn posts were published on Mantsinen Group’s LinkedIn Company Page. The results of each post were analysed, the focus being on the number of website visits and new LinkedIn followers.