How to Use LinkedIn For Marketing

Are you wondering how to use LinkedIn for marketing your business? With over 660 million active users, LinkedIn opens up endless opportunities for your business. Through LinkedIn, you can build your brand, establish yourself as an expert in your industry, generate leads, and drive traffic to your website. 

To grow your audience and have better business results on LinkedIn, you need to complete your company profile, personal profiles, and post informative content on a regular basis. Completed company pages receive twice as many visitors as those with incomplete pages, so it’s worth taking the time to do so. Furthermore, businesses that publish content monthly are likely to grow their audience 6 times faster than those who don’t. 

So, are you ready to use LinkedIn marketing to take your business to the next level? Then keep reading!  

What is LinkedIn marketing?

LinkedIn marketing involves using LinkedIn to achieve your business goals. These goals include: 

  • Generating leads
  • Driving traffic to your website
  • Expanding your brand 
  • Growing your network and fostering business relationships
  • Establishing yourself as an expert in your industry

…and so much more. 

LinkedIn is an integral part of many successful marketing strategies today because it is useful in building professional networks. LinkedIn marketing can create a buzz around your business and position you for exponential growth.   

linkedin marketing strategy

How to create a LinkedIn marketing strategy 

Setting up your LinkedIn page is simple, but having connections and followers is not good enough if you want to exploit the transformational opportunities present in this platform. You need a formidable LinkedIn marketing strategy to uncover every opportunity to grow. 

#1 Optimize your business page for maximum exposure

Optimizing your profile to attract your intended audience is a fundamental step to a great marketing strategy. Your company logo should be in the profile picture section and its size should be based on LinkedIn image requirements. Furthermore, your banner image should directly inform visitors about what you offer and present a CTA. In this case, customized infographics showcasing your services make for great banner images.  

Ensure that your bio is completely filled out because it is what your prospects will look at when considering connecting with you. Your business bio should have an inspiring overview of your company, including your values, vision, and mission. You should also describe the products and services that you offer, highlighting why they should choose you over the competition. 

Another aspect is to include recommendations from your peers (92% of people trust recommendations over advertising). There is no better way to persuade a prospect than showcasing positive testimonials from your current clients.

If you’d like to be really pro with your business profile, there is an easy way to get more followers without paying for ads. If you link your business page to personal profiles, those personal profiles can ask their connections to follow the business page (up to 25 connections per day). But you can only ask them once, so use the opportunity wisely!

#2 Link related personal profiles

I mentioned above one reason to link personal profiles, but there’s an even bigger incentive to do that: the majority of LinkedIn users engaged with personal profiles, not businesses. Even though LinkedIn is the social media platform for businesses, everyone still prefers content posted by individual people. And not only this, out of LinkedIn’s billions of users, only 1% of users are actually creating content, which means there is a massive opportunity for marketing on LinkedIn. When you combine that with the fact that LinkedIn users tend to have higher average incomes and trust information there more than all of social media channels, it’s easy to see why LinkedIn marketing can be so effective.

#3 Define your audience and goals

When you know what you are offering, it will be easy to define your target audience. For example, if you have a productivity tool for websites, you can target digital marketing companies. You could direct your content LinkedIn members with titles like Digital Marketing Expert, SEO Consultant, etc. The better you know your audience, the higher the chances of generating more leads. You can also create buyer personas to understand the client you are looking for clearly. 

#4 Diversify your content strategy

Even though it’s tempting to post content about your products and services, it may sound salesy and give your clients the wrong vibe. Instead, you should produce content that your prospects would want to read. Good content that helps your audience make the right decisions along the buyer journey is a great strategy. People love any company that provides fresh ideas about how to solve their problems – and it comes off a lot less like selling. 

To make your content stand out from the crowd, you have to diversify, and certainly, text-only posts are not the way to do that. Posts with images receive 98 percent more comments compared to text-only posts. Video does even better with a 75 percent share rate on LinkedIn.  

#5 Establish your company as an expert in your industry

Building a reputation as an expert in your industry does not happen overnight. It comes after consistently providing valuable information about how your target clients can solve their problems and have a better life. The easiest way to establish your authority is to show how your company can solve a specific problem better than your competitors. 

Your content should empathize with the problem of your prospect by creating an emotional connection to each stage the potential customer is in the sales funnel. The content should provide a clear way of how your product will meet your prospect’s needs without sounding salesy. 

#6 Use highly informative content to target your audience

Your audience will read your content only if it helps them solve their problems. The best way to come up with interesting topics that your audience will use and share is to study their behavior. Look to the people who influence your audience. Listen to what your target customer says not only on LinkedIn but also on other social platforms such as Reddit. Lastly, conduct direct interviews or surveys about the topics they would love to be covered. Overall, create content that your target audience actually enjoys reading, not just something that sells. More often than not, the ROI is better anyways with this method. 

#7 Evaluate your website analytics to assess if the strategy is working

Measure the effectiveness of your strategy by checking the levels of engagement, conversions, and website traffic from LinkedIn. You can assess engagement by determining how frequently your content gets comments, likes, and shares from viewers. Conversions analytics can be evaluated by how often your audience completes an action such as buying a product or downloading materials, which can be viewed with a tool like Google Analytics.

linkedin for marketing

5 tips when using LinkedIn for marketing

Creating a personal profile or a company page only doesn’t guarantee that you get followers and connections on LinkedIn. You have to go the extra mile to attract attention and win over your target audience and peers. Here are a few tips for doing just that.

#1 Publish actionable content regularly

The best way to grow your following and keep your audience engaged on any platform is to regularly produce informative content. LinkedIn recommends that you post every day on weekdays so that your content will appear on your followers’ news feed. However, don’t just post any piece of content. Publish content that is fresh and directly solves your prospect’s problems. It doesn’t have to be text-and-images content only, animated infographics and videos can also spark engagement with your clients.

Something important to note here though is that posting daily content that doesn’t get engagement actually detracts from your ability to grow engagement over time. The more you show LinkedIn that your content isn’t interesting (i.e. no engagement), the harder it becomes to get engagement in the future. So, it’s better to post less often and get more engagement rather than post daily and get no engagement. 

#2 Harness the power of personal profiles

I mentioned this above, but I’ll repeat it here, because it’s the backbone of all successful LinkedIn marketing strategies: real LinkedIn marketing is done with personal profiles, not business pages. You of course should have a related business page, but it’s likely that it’ll be an afterthought in your true strategy. 

As a heavy LinkedIn user myself, I can definitely say that the most value in LinkedIn lies in personal profiles, and in that, networking with others. The more you network, the better you get to understand your target audience. And the more you understand your target audience, the better content you create. The better the content, the more engagement you’ll get. I think you get the idea. 

#3 Choose hashtags wisely

Hashtags are primarily used to categorize content on LinkedIn’s algorithm. LinkedIn uses hashtags to help members see the content that’s most relevant for them, likely because they follow that hashtag or because they’ve engaged with that hashtag before. In addition, adding hashtags to your content enables you to reach people who you are not connected with but might be interested in your topic. It’s recommended to use at least 3 main hashtags in every post related to that particular topic. You can research hashtags with high amounts of followers by using the search engine and typing in the hashtag symbol and then the phrase, such as “#linkedin” or “#marketing”.

#4 Formulate a story around your brand

Storytelling is what motivates people to use social media in the first place, and LinkedIn is no exception. And even though LinkedIn comes off as purely a business platform, nearly half the content you see on there is related to something personal. I imagine that the content there will merge more and more with Facebook as time progresses, because that’s what everyone wants to see. The one thing though that does separate LinkedIn from other social media platforms is that personal stories still often relate somehow to business, or at minimum the personal brand. So the key is to find a way to bridge this gap with your LinkedIn content. When your story is purpose-driven, it engages your prospects and convinces them to be part of where you are going. 

#5 Track engagement, not followers

Engagement on LinkedIn refers to the likes and comments you get when you publish a piece of content. If you get a lot of them on a consistent basis, it is a sign that you are creating the right type of content for your audience. You’ll see companies with large amounts of followers, but what is their use if they don’t respond to their posts? On social media, follower counts are just vanity numbers. They show zero about how much success a person or company actually has, because you can just buy them. If you truly want to know who’s doing LinkedIn marketing properly, look at the engagement their content generates. You can then use their content as a source of inspiration for your own.  

Ready to use LinkedIn for marketing your own business?

Now that you have learned how to create an effective LinkedIn marketing strategy, what are you going to do next? We are social media experts ourselves. We can help you formulate a formidable LinkedIn marketing strategy and help you achieve your business goals, such as building your brand and generating leads. 

At IDI, our experts will help you establish your business as an expert in your industry on LinkedIn and expand your professional network. Social media strategy is a service we offer to business owners who want to build relationships with existing customers and get new ones. We create customized ads and rich media content that attractively presents your message to your audience. Let us help you grow your business by developing a strong brand presence on LinkedIn!

Published by Adriana Stein

on May 27, 2020

Adriana Stein is an Online Marketing Consultant based in Hamburg, Germany. Originally from the US, she is a native English speaker and specializes in helping companies with their SEO & content marketing strategies, along with graphic design, brand copy and website development.

Connect with Adriana on LinkedIn

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