Did you know there are over 774 million LinkedIn users worldwide? The platform is among the top social networks in existence today just based on this metric.
Is your company making the most of LinkedIn to advance brand recognition, expand your network, increase leads and conversions, and boost profits? Given the constant emergence of new social networks, LinkedIn is a platform that is frequently underused. In actuality, adding LinkedIn to your social media content strategy can be very effective.
This manual is jam-packed with LinkedIn advice that you can use right away to improve your brand’s recognition, spread your marketing materials, and expand your business.
What Is Linkedin Marketing?
LinkedIn marketing is the practice of using LinkedIn to network, generate leads, raise brand awareness, encourage collaboration and business relationships, share content, and increase website traffic. Due to its success in growing professional networks, LinkedIn is now a crucial component of many effective marketing strategies.
You can access helpful features for analytics, connections, and brand-building, to name a few, when you use LinkedIn to market your company. (Don’t worry, we’ll go over each of these in more detail shortly.)
Since its launch in 2003, LinkedIn has grown to become the world’s largest network for businesses and job seekers. The platform has connected millions of brands and professionals over the course of its 20-year history.
This is not your typical job board, LinkedIn. It is the preferred venue for sharing expert content and taking part in industry discussions. Users of the platform can post, upload, and share articles, videos, and other content related to their professional lives. Its features include everything from training resources for professionals to industry reports and job recommendations. Additionally, LinkedIn provides useful marketing tools to support businesses in reaching relevant audiences.
Why Use Linkedin For Marketing?
- Increase visibility and enhance reputation.
The best platform for enhancing your online presence is LinkedIn. Businesses have the opportunity to network with an increasing number of interesting contacts thanks to the more than two professionals who sign up for LinkedIn every second. Companies and the individuals who represent them can all increase their visibility and credibility, both as individuals and (thus) as a brand, by utilizing the various personal and group features in LinkedIn.
Don’t forget to use the status update functionality, a feature that is underutilized even though the updates are now more noticeable on the homepage thanks to the new design.
- Influencer advertising and thought leadership.
You can establish yourself as a leading expert in a particular field using a number of LinkedIn features. The network is fertile ground for thought and practice leaders who want to become trusted advisors, from producing high-quality content to enhancing your personal profile, taking part in LinkedIn communities, and answering questions. Influence goes hand in hand with reputation, leadership, and influence. Since networking is LinkedIn’s main focus, it also makes it possible to find and interact with additional influencers.
- Creating leads and selling.
The most effective network to generate leads is probably LinkedIn. LinkedIn offers incredibly personalized ways of identifying potential leads, engaging them, and converting them into customers, in addition to more conventional methods like mentioning interesting content potential customers can download or driving traffic to pertinent sources. A successful combination of listening, analyzing, participating, sharing, networking, and responding is used to achieve this. Making connections with potential customers and indirectly marketing to them via LinkedIn will increase your chances of closing deals.
Customers and potential customers are more likely to post needs and questions, and 18% of posts are group-related, giving B2B marketers a chance to find fresh leads. You can learn more about what interests them by looking at the additional 18% of people who share and like content.
You can demonstrate expertise by responding to questions on LinkedIn. Potential customers will make contact with you if your solution or response to their query is what they are looking for.
- Social CRM
LinkedIn is perfect in a social CRM setting because it gives us a better understanding of potential customers and other contacts. Simple Social CRM applications can be used for this, but you can also use ‘connectors,’ like those for Outlook, to accomplish this. Although most Social CRM solutions integrate with LinkedIn, Google Contacts is also supported by LinkedIn, so you can also set up a simple integration of your contacts. A benefit of a social CRM tool is that it enables you to view what your contacts are doing in real-time on LinkedIn, giving you important additional insight into their preferences and behavior. LinkedIn itself enables you to view this information in its own environment when targeting a contact.
- Increase in traffic.
The ability of LinkedIn to build links and drive traffic is one of its strengths that is not frequently mentioned. LinkedIn has a social sharing button, just like other social networks, that enables you to share content in your status updates (which are displayed on the homepage) and in LinkedIn Groups (communities) that you are a member of. This can have viral effects and works especially well for business-related content. LinkedIn is frequently used to share business content more frequently than Facebook.
- Taking in information while listening.
Last but not least, LinkedIn is ideal for listening, asking questions, and gathering information. That is true for all forms of social media marketing!
Linkedin Marketing Best Practices
You can use LinkedIn to promote your website, find high-quality leads, showcase your knowledge in thought-provoking content, and expand your network. Additionally, it’s a fantastic way to advertise job openings and draw fresh talent to your business. These are just a few of the explanations for why LinkedIn is the best marketing channel for all companies. You can incorporate LinkedIn into your social media content strategy in the following practical ways.
- Employ hashtags.
Hashtags are frequently used to emphasize your LinkedIn post, but they also have another function that can improve your marketing approach. These short sentences that are followed by the hashtag symbol are gold mines for reaching new markets, sectors, and niches. However, using too many or, even worse, the incorrect ones, can limit your reach.
By conducting hashtag research on LinkedIn, you should balance using relevant and trending hashtags. First, use the search bar to look up a general hashtag. For instance, if you work in growth marketing, start by searching #growthmarketing to see who is using it most frequently and how many people are following it.
Start by coming up with three to five hashtags that are relevant to the audiences you want to address. Don’t get too fixated on big numbers; the number of people who follow each of these hashtags should vary. You can focus your reach to a group of people who are more likely to interact with your LinkedIn content by using related but less popular hashtags.
- Understand when to use a LinkedIn Page versus a LinkedIn Profile.
You can follow LinkedIn Pages without sending a connection request or holding out for approval. As a result, there is a chance for high engagement when a LinkedIn user shares your Page with their connections because those people will be able to follow your page and see your company’s content immediately. In LinkedIn marketing, LinkedIn Pages and LinkedIn Profiles have different functions. Public pages are primarily used by companies. Individuals use and have access to private profiles. While each of them uses the LinkedIn algorithm, you’ll have access to a variety of tools that you can use to expand your audience.
Although LinkedIn profiles can also be followed, their distinctive feature is the ability to have private, one-on-one conversations with connections who ask to join your network. You should have a LinkedIn profile to take advantage of this feature if you’re a consultant, work in direct sales, or prefer to approach your business individually.
The ideal marketing workflow can be created by combining the two LinkedIn entities. By designating your company’s LinkedIn Page as your employer on your individual profile, for instance, you can list yourself as an employee of your company. In this manner, visitors to your Profile will also see your Page.
- Write articles of various lengths.
On LinkedIn, short, direct posts have a big impact. Longer stories hold readers’ attention and increase their time spent using the app. Both of these post formats ought to be included in your LinkedIn content strategy.
Your network won’t always have time to read them, so you don’t want to establish a reputation as the person who only shares monologues. In a similar vein, too many brief posts may come across as lacking in substance, which may diminish your authority as a thought leader.
Maintaining your content’s freshness and relevance to your network can be accomplished by changing the length of your posts and including images and videos. People will be eager to see what gems you release next because of the content you have.
- Disseminate outside content on the platform.
LinkedIn’s algorithm supports external links to blogs and websites, unlike other platforms like Instagram. You’ll have success posting other people’s content on the platform as long as it is valuable and pertinent to your audience.
It’s not a bad idea to tag the author in your post or use their hashtag to give credit, even though you don’t need to worry about doing so if you’re linking to their website directly. Sometimes they’ll comment on your post or share it with their own followers, introducing your profile to their audience. What a cool thing!
- Maintain a regular publication schedule.
LinkedIn is a platform that doesn’t require a “round-the-clock publishing schedule” because it has a reputation for having one of the longest content lifespans. It does require one, but one that is reliable.
Whether you post once a week, once every two days, or even once a day, your network will start to anticipate your content, which fosters trust. Choose a schedule that works for your company and follow it religiously for a month. Check out the best engagement times and days, then include them in your publishing schedule.
LinkedIn Marketing Tools
LinkedIn advertising is a fantastic way to reach more people in your network. These are the various digital advertising formats that you can utilize on this platform to achieve your specific business objectives.
- Sponsored Content
Depending on their interests and the people they follow, each LinkedIn user sees various content in their news feed. By promoting your posts, the platform enables you as a brand to connect with an engaged audience.
- Lead Generation Forms
Through pre-filled forms, LinkedIn enables you to gather contact information from potential customers. Your lead generation process can be sped up with this tool, and conversion rates can go up.
- Text Ads
A headline, some succinct copy, and an image make up this compressed ad format. You can design and refine your campaigns using text ads to target affluent, successful professionals.
- Sponsored Messages
By slipping into their direct messages, LinkedIn also enables you to produce high-quality leads. Since few companies utilize this tool, you can still gain an advantage when contacting your prospects.
- Linkedin Group
A LinkedIn group can be a fantastic way to engage a larger audience in a topic related to your company.
How To Use Linkedin
- Make your public Profile URL unique.
By changing your LinkedIn public Profile URL, you can give your profile a more polished appearance and make it simpler to share. This URL will appear neat and tidy rather than one with baffling numbers at the end:
Click View Profile, followed by Edit Public Profile and URL, to accomplish this. If it hasn’t already been taken by another LinkedIn user, you can change your URL to anything you’d like, such as your first and last name or your company name.
- Update your profile with a background image from LinkedIn.
By including a background image that is consistent with your brand, you can give your LinkedIn profile a little more personality. Although one is automatically given to you, you can update it to highlight your unique qualities, hobbies, or attract the attention of recruiters and hiring managers.
The recommended background image size for LinkedIn is 1584 x 396 pixels, and it must be a JPG, PNG, or GIF file that is less than 8MB in size.
- You can modify, add, or remove sections of your profile.
Sections of your LinkedIn profile can be edited and rearranged in any way you see fit to highlight particular pieces of information. Simply place your mouse over the double-sided arrow in each section while in edit mode. You can click, drag, and drop to a different location on your Profile after your mouse changes to a four-arrow icon.
- Make your LinkedIn profile search engine-friendly.
You can optimize your LinkedIn profile to appear in searches for key terms you want to be found for. Search engine optimization (SEO) isn’t just for blogging. These keywords can be added to a number of areas of your profile, including your headline, summary, or work history.
- Upgrade your profile with a ProFinder badge.
A ProFinder Badge, which is used to distinguish freelancers in LinkedIn’s ProFinder, might be something you want to add. This service connects project managers looking for assistance with contractors. To demonstrate their qualifications, experience, and recommendations to potential clients, freelancers can display a ProFinder badge on their profiles.
- Make use of your LinkedIn profile’s blog and website links.
To your LinkedIn page, you can add links to your portfolio and social media accounts. You can also include links to your content and contact details in your profile to increase clicks. You can use this feature to direct traffic elsewhere by focusing more attention on particular areas of your page.
For instance, if you created a podcast, you can advertise your work on LinkedIn by posting links to your episodes (such as SoundCloud tracks).
- Review the network updates (or share your own).
Network Updates, which can be found on your LinkedIn homepage, are essentially LinkedIn’s answer to Facebook’s News Feed. For a quick overview of what your connections, clients, competitors, and others are doing and sharing, check this feed periodically. You can also post your own updates, such as information about your goods or services and noteworthy writing your company has produced and published.
To filter your feed however you like, you can choose to subscribe to email notifications or sort by “Top Updates” and “Recent Updates.”
- Make yourself known.
Your LinkedIn connections should be able to instantly recognize your profile. Making sure your Profile’s name, headline, and other simple identifiers are visible is a great way to make it simple to find your profile.
Note: To be seen and recognized by your audience, you should always have your Public Profile setting enabled.
- View information about LinkedIn profile views.
Find out a little bit about the people who are viewing your LinkedIn profile and the marketing content you are sharing as leads and customers.
How? Utilizing the Who Viewed Your Profile function
You can use this tool to see exactly who has visited your page by using the Profile drop-down menu in the main navigation. You can compare your performance to that of your connections, rival companies, and more using the Profile views.
- Customize every element of your LinkedIn page.
Over the years, LinkedIn pages’ layout has undergone significant change. Make sure yours is configured properly, optimized for the newest layout, and sports a captivating and excellent banner image.
Are you prepared to begin promoting your company on LinkedIn?
We’re excited to see how LinkedIn keeps establishing itself as a crucial tool and platform for marketers, job seekers, candidate seekers, and other professionals with so many updates and additions in the works. Try one of these best practices to get your LinkedIn marketing going.