Linkedin is a great platform for businesses of all sizes. If you’re looking to connect with more people and grow your business, it’s a great place to start. However, if you don’t know how to market your business on Linkedin, it can be difficult to succeed. Here are the five tips that will help you get started:
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.)
The best social media channel to take into account when marketing your B2B company is LinkedIn. But what draws these companies in so much?
- Insights into the industry are actively sought after by 6 out of 10 users.
- LinkedIn accounts for more than 50% of all social traffic to B2B websites and blogs.
- LinkedIn generates 80% of all B2B leads on social media.
These figures demonstrate why B2B companies must use LinkedIn.
With a focus on networking, career development, and idea sharing, LinkedIn was established in 2003. Members of the platform can connect and share content with other professionals, including coworkers, potential employers, business partners, rivals, new hires, and clients.
This is why using LinkedIn for business is so effective because it’s a great marketing tool.
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.
How To Use Linkedin For Business
To create, develop, and promote a LinkedIn company page and accomplish strategic objectives on the platform, follow the steps listed below.
Step 1: Create a LinkedIn Company Page
You need to first register for a personal account in order to access LinkedIn. Additionally, this will serve as your Company Page’s administrator (although you can add additional Page managers later). I advise using your work email address when registering.
Okay, let’s create your Page now. Once you’ve logged in, go to your browser’s top right and select the Work icon. Pick Create a Company Page at the bottom of the menu that appears after you scroll down.
Choose the appropriate Page type from the following four options:
- Small companies
- Medium-sized to large companies
- Display page
- educational establishment
With the exception of “Showcase pages,” they are all self-explanatory. These are for businesses that want to distinguish between different business units and give them each their own sub-page while still linking each one back to the main corporate Page.
As you can see here with Hootsuite’s COVID-19 Resources page listed under “Affiliated pages,” Showcase Pages are displayed on the main Company Page.
Enter your information after choosing the Page type. Spend the time necessary to write a strong tagline as your logo and tagline will represent you to the majority of LinkedIn users.
“The global leader in social media management,” reads Hootsuite’s tagline.
Click Create page once you’re done.
You now have a Company Page, ta-da.
Step 2: Optimize your Page
Okay, now that you know the fundamentals, it’s time to optimize your new Page so that it stands out and attracts followers.
First, select the blue Edit Page button by first scrolling down.
Complete every field in this area for additional information. This will help with your LinkedIn SEO, also known as showing up in search results, and will make it clear to users what you do. It is worthwhile: 30% more views go to companies with complete profiles.
a few pointers for optimizing your LinkedIn page
serve a worldwide clientele? You don’t need to make a different Company Page for every region because you can add translations here. The name, tagline, and description fields on your Page can all be in up to 20 different languages. Me like.
Include keywords in your summary.
Google indexes your LinkedIn Page, so try to incorporate as many naturally occurring keywords as you can in the opening sentence of your company description. Limit your description of your vision, values, products, and services to 3–4 paragraphs at most.
Not in your Page copy, though. Up to three hashtags can be added for following.
By visiting your Page and selecting Hashtags from the post editor, you can view all posts that have used these hashtags. You can do this to quickly comment on, like, and share pertinent posts from your Page.
Include a branded cover photo
Use this area to draw attention to the release of your most recent product or other noteworthy information. Be straightforward and on-brand. The new Social Trends 2022 report from Hootsuite is a free mega-deep dive that contains the formula for beating out the competition this year (as well as the following year, and the year after that).
1128 pixels by 191 pixels make up the space as it stands right now.
Finally, incorporate a unique button.
LinkedIn users who visit your Page will see this button next to the Follow one. You can alter it to any of the following:
- Message us
- Study more
- Input Sign up
- Website visit
The default selection is to “Visit Website”.
If you have a webinar or event going on, change it to “Register” or “Sign up” to focus on that, then go back to your website after. You can change it at any time. You can track the source of leads by including a UTM in your URL.
Step 3: Build your Page following
Unless you let people know, they won’t be aware that your Page even exists.
You’ll see this genuinely adorable illustration of a marketer talking to their dog in-depth about this quarter’s—hold on, that’s me—content until you start posting your own until then.
Here are 4 ways to show some love to your new Page:
Promote your page
Click the Share Page button located next to the Edit button on your main page.
Ask your coworkers, clients, and friends to follow your new Page by sharing it on your personal LinkedIn profile. It’s a simple first move.
link from your website to your LinkedIn profile
In your footer and anywhere else you link to social media, include the LinkedIn icon alongside the other social media icons.
Demand that your staff members update their profiles.
This is essential for your Page’s long-term growth. You didn’t have a Page when your employees first listed their jobs on their profiles. These titles therefore have no links.
Ask your staff to update their job descriptions on their LinkedIn profiles to link to your new Company Page now that your page is live.
They simply need to edit that section of their profile, remove the company name from the field, and start typing it again. LinkedIn will look for page names that match. After they click yours and save the modifications, a link from their profile to your Page will now be active.
This not only adds that user as an employee at your company but also enables their contacts to find and follow you. Putting your employee count on display can help your business gain credibility on the platform.
Send requests for people to follow your Page
You can invite your connections to follow your Page from there. In order to prevent spam, LinkedIn places a cap on the number of invitations you can send out.
Since many people ignore their LinkedIn notifications (guilty), this method isn’t the most effective, but it only takes a minute, so why not?
Step 5: Put your LinkedIn marketing plan into action.
Do you have a LinkedIn marketing plan?
The simple part is creating a Page. The difficult part is maintaining it with content your audience wants, unless you have a plan.
Your social media strategy’s LinkedIn component should address the following questions:
- What do you want your LinkedIn page to achieve? (This may not align with your overall social media objectives.)
- What purpose will your Page serve? Recruiting? generating leads? Sharing the incredibly niche content that doesn’t do as well on Facebook or Instagram?
- Will you run advertisements? What is the budget for your LinkedIn ads?
- How can you produce better content? What are your competitors doing on LinkedIn?
Create a content plan, and then:
- When will you post next?
- What subjects will you discuss?
- How can existing content be repurposed for LinkedIn use?
- Will you compile content from others?
With Hootsuite’s Planner, it’s simple to stay on schedule once you know what you’re going to post about and how frequently.
You can easily upload your content, schedule it for automatic publication, and view it all in a weekly or monthly view. You can quickly check that your posts are evenly distributed among all the objectives and subjects you want to cover, and you can easily add new content or reorder upcoming posts as necessary.
Linkedin is a great tool for businesses of all sizes. By using the right marketing strategy and language, you can reach a wider audience and boost sales. Additionally, using the right tools and techniques can help you build an empire or create a following. If you’re looking to start your own business on Linkedin, there are many great resources available to help you get started. Thanks for reading!
Visit Linkedin Marketing Strategy for Small Business for more information.