LinkedIn can be used for everything from connecting with people and forming partnerships to generating leads and increasing brand awareness. With nearly 800 million members in over 200 countries, LinkedIn is the world’s largest professional networking platform for networking and business growth.
For B2B marketers, LinkedIn is the most valuable resource. So, if you haven’t yet joined the platform or haven’t been taking advantage of all of its features, now is the time to do so.
A solid LinkedIn marketing strategy can aid in the development of your personal brand and, eventually, your company:
- LinkedIn is a social media platform for building brand awareness and consumer relationships.
- Businesses can reach out to potential customers and partners by posting engaging content and participating in industry discussions on LinkedIn.
- With their professional connections and network, business owners can use LinkedIn to expand their email marketing list.
If you don’t use this powerful professional platform for your small business by 2022, you’ll be missing out on a huge opportunity to expand.
To assist you in navigating LinkedIn as a marketing platform, we’ve compiled a list of 15 of the most effective LinkedIn marketing strategies that you can use to grow your company’s online presence, generate leads, and ultimately grow your business.
But first, let’s discuss LinkedIn marketing and its significance.
Have a look at what this guide entails
What is LinkedIn marketing?
LinkedIn isn’t just for job seekers and professionals. Sure, LinkedIn is used by millions of professionals every day to expand their networks and advance their careers, but you can use it to expand your business as well.
This social media tool exposes you and your business to millions of connections, which you can use to build relationships with individuals and other businesses in order to grow your brand.
Key takeaway: You can use LinkedIn to find customers, employees, and partners to boost your brand, and you can use LinkedIn’s connections and networking opportunities to build and promote your brand.
Importance of a LinkedIn marketing strategy
Unlike other social media platforms, LinkedIn is less about selling or marketing your products and services. This is why it’s critical to develop a platform-specific marketing strategy. Because of this, LinkedIn marketing requires a different approach to get the results you want because the network caters to a completely different audience.
Some statistical data according to Sprout Social:
- 46% of marketers say LinkedIn has aided them in acquiring new customers.
- On average, businesses that market on LinkedIn generate 277% more leads. Especially when compared to Facebook.
- LinkedIn generates 80% of B2B leads.
- In addition, it accounts for nearly half of all social traffic to B2B sites.
- With 91% of executives using it, LinkedIn is the most popular platform for finding professionally relevant content.
These are just a few of the many reasons why you should concentrate your efforts on LinkedIn marketing strategies and improve an existing strategic plan.
The key takeaway: Aggressive advertising and harsh sales pitches don’t work on LinkedIn. You’ll need a LinkedIn-specific strategy to get the consumer reach and results you desire, as well as appeal to your connections and other businesses.
Top 20 LinkedIn Marketing Strategies to Boost Your Business
1] Make your profile stand out
This may appear to be the most basic step, but it’s easy to overlook when you’re concentrating on more advanced LinkedIn marketing strategies.
Whether you’re marketing through a company page or your personal account, it’s critical to make certain profile improvements that will help you stand out.
2] Complete all the mandatory details
You can fill out many fields on a LinkedIn page to provide valuable information about your company to your viewers. Make sure to fill out all of the mandatory information, such as your company’s description, website URL, address and location, industry, and size.
Small businesses frequently neglect to complete some of these important fields, putting them at a huge risk.
Pro Tip: Use relevant keywords as much as possible.
3] Make use of relevant keywords
Keywords are words or phrases that search engines use to figure out what you’re looking for. As a result, the more relevant and high-quality keywords you use in the content of your page, the more likely you are to attract relevant LinkedIn users.
You’ll need to find keywords that are both specific to what your visitors might be looking for and have a high search volume for this. To discover the perfect and relevant keywords, use tools like Google’s Keyword Planner.
Then, add those relevant keywords to your company’s LinkedIn page, as well as in your posts and other content, to attract new and relevant people to your brand.
4] Update your banner and images
Consider the profile picture and banner on your LinkedIn page as the face of your company. Think about it: it’ll be the first thing people see when they visit your company’s website.
According to LinkedIn, pages with high-quality profile pictures and banners receive up to 6 times more organic visitors than those without.
5] Create an Engaging and Friendly ‘About Us’ Section
While your images and banner will entice LinkedIn users to visit your page, it will be your engaging words that keep them interested for the long term.
The “About Us” section is limited to 2,000 characters. This limit should give you plenty of room to tell your visitors everything they need to know about your business if you choose your words carefully.
Make use of simple, easy-to-understand language. Be approachable and explain who you are, what you do, and what your company’s objectives are.
6] Find connections and highly targeted customers
In the world of digital advertising, LinkedIn’s targeting is unbeatable. Small businesses can pinpoint the exact industry, company size, and job role where their product or service is most likely to be purchased.
For example: If you’re selling customer service software to small businesses in Mumbai, you can limit your ad campaigns to companies with fewer than 100 employees that are based in Mumbai–and within that grouping, only executives with a customer-service title.
Related Post: How to Generate High-Quality Leads
7] Post fresh, engaging content on a regular basis
Even if your images and “About Us” section attract visitors to your page, you’ll need to keep them interested by posting useful, informative content.
If you want to educate, inform, guide, inspire, or entertain your audience, you should use LinkedIn to create, share, and publish content that serves a purpose. This increases the chances of your audience engaging with your content and forming a deep connection with you or your business.
Make an effort to produce content that is both useful and informative for your LinkedIn audience. It’s best to think of content ideas that solve problems or answer questions that your visitors may have.
When someone interacts with your post, it’s possible that it’ll appear in the feeds of their connections, extending your reach even further. Here’s an example for you:
As a result, you’ll be able to establish your company as a thought leader in your industry as a result, and visitors will begin to seek guidance from your brand.
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8] Make your audience engaged
Whether you’re just getting started or have been in business for a while, the key to generating leads on LinkedIn is to be professional and, most importantly, to be active on the platform.
If you want people to notice your brand, you’ll need to interact with them whenever and wherever you can. This includes things like responding to requests and messages, asking questions and starting conversations, commenting on and sharing other people’s content, and just getting out there and making yourself known on the platform in general.
9] Always keep track of your competition
In almost any type of business operation, this is a critical step! After all, if you want your small business to compete with other industry leaders, you’ll need to understand what they’re doing and what makes them so successful.
We recommend identifying 10-15 competitors on a small, medium, and large scale. Then go to their LinkedIn pages to see what they have to say. Concentrate on the types of content they’re sharing, the topics that matter to them, and who their target audience is.
10] Go viral to engage your audience
The most powerful tool available on LinkedIn today is posting directly to the platform. If a post goes viral, LinkedIn will highlight it in one of their categories, potentially attracting tens of thousands of readers (or more).
This is a fantastic way to increase your visibility while reaching readers in ways that you couldn’t reach on your own website or blog, or even by posting an article link on LinkedIn.
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11] Recycle your old content
If you’re having trouble coming up with new content ideas, you can always recycle old content—especially if it performed well in the past.
For instance, if you published an article a few months ago that received a lot of likes, comments, or shares, you can always update it and recycle it into new content.
Instead of resharing old posts or videos, take the time to update previously published content and add value where you can.
Remember: If your previous content was successful, it was because your audience found it to be informative. You can almost guarantee that your audience will respond even better this time if you improve it and add even more value.
12] Collect and Offer Endorsements
Collecting and offering endorsements is another extremely effective way to boost your brand’s LinkedIn presence. You can get endorsements from your peers through your social media networks. This helps to establish social proof that your company is legitimate.
You can also ask your LinkedIn connections who work for other companies for endorsements in exchange for writing one for them. This is a win-win situation because you’ll both be giving each other strong recommendations.
13] Join relevant groups – and stay active in it
I always advise small business owners to join LinkedIn groups that are relevant to their target demographic. This is not only a great way to “listen” to what your customers are saying, but it may also be a great chance for business owners to interact or offer advice.
More importantly, even if you aren’t connected, you can message members of groups you’re in. Establishing connections with potential clients is a great way to save money because it adds up quickly.
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14] Involve your employees
It’s all about the connections you make on LinkedIn. Employees, as the most dependable brand ambassadors, can play a critical role in expanding your reach and strengthening your network on the platform. As a result, your LinkedIn marketing strategy will necessitate active participation from your employees. They can share your brand’s news, articles, or round-up posts, as shown in the example below from Moosend.
Encourage your employees to include your company in their social media profiles. This converts them into followers and helps your business stand out on the platform.
Not only does this provide an excellent opportunity for your marketing department to broaden its reach, but it also allows employees to demonstrate their expertise as thought leaders and gain exposure.
15] Create your own LinkedIn group
On LinkedIn, there’s a secret formula to finding your ideal, ready-to-buy prospects right away: To begin with, create your own LinkedIn group. After you’ve set up your LinkedIn group, go out and join as many groups as you can where your prospects hang out.
The next step is to go to the Members page and select one of the new groups you’ve joined and start prospecting.
Once you’ve been approved as a member of the group, go to Members, then narrow down the list of members by searching for specific job titles or other criteria to find your ideal candidates, and then invite them to join your group (tip: send personalized invitations). This is an excellent strategy for establishing your brand and generating leads to help your small business grow.
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16] Use the Matched Audiences feature to run ads
When running ads on the platform, another great LinkedIn marketing strategy is to target the most targeted audiences. You can do just that with the Matched Audiences feature, which allows you to retarget people who have visited your website, as well as people who are already in your account or your email contacts.
There’s a better chance you’ll cover them because they’re already familiar with your company or personal brand. The majority of people will not convert on their first encounter with your company. You can gently remind them of your existence and gradually nudge them toward a conversion if you retarget them.
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17] Use analytics data to fuel your efforts
Finally, you should do some research before diving into LinkedIn marketing. Otherwise, you’ll publish hundreds of posts without getting any useful results, wasting your time and effort.
LinkedIn analytics are a gold mine of marketing data
The LinkedIn metrics data provides an in-depth picture of how well your posts are performing. So review your performance data on a regular basis and look for areas where you can improve.
It provides detailed audience demographics data to improve your targeting efforts, in addition to analyzing the growth and engagement rate of your company pages. It even allows you to compare the performance of your organic content to that of your paid promotions, allowing you to better assess the return on your investment.
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18] Expand your email marketing database
I strongly advise everyone on LinkedIn to write a handwritten letter to their connections, thanking them for connecting with them on LinkedIn and inviting them to join your email marketing list.
This way, LinkedIn allows you to message up to 50 people at once. Using this method, I was able to add about 350 people to my email list.
Include a direct link to the email signup form in your email. Tell them what they’ll get if they join the email list, and offer to look at something with them.
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19] Pitching connections only after building trust
It’s a mistake to strike up a conversation with someone and immediately begin recommending that they should try your products and services.
Mirna Bard, “digital strategy consultant of Digital Marketers Toolbox,” says I have a well-known LinkedIn profile, and I get pitched at least twice a day.
If they haven’t taken the time to build a trustworthy relationship with me, I automatically delete all pitches, so they’ve already lost my business before they’ve even had it.
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20] Do Off-Platform Promotion of Your Company Page
You’ll need to promote your LinkedIn page as much as possible, both on and off the platform if you want people to visit it.
Include a link to your LinkedIn profile on your company page, email signatures, business cards, and website, as well as anywhere else you interact with clients.
Moreover, you can link to your LinkedIn profile from most social media platforms. Try adding a link back to your LinkedIn profile if you’re already active and have a large following on Facebook. This could help you get more traffic from other platforms to your page.
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Conclusion: Start boosting your business with LinkedIn marketing
With the right strategy, LinkedIn can be a powerful engagement hub for both companies and entrepreneurs. The tips and strategies we’ve provided above will give you ideas of how you can accelerate your LinkedIn marketing efforts for your business.
With the right strategy, LinkedIn is a powerful engagement platform for both businesses and entrepreneurs. The tips and strategies we’ve provided above will help you brainstorm ways to boost your company’s LinkedIn marketing efforts.
But keep in mind that it all starts with correctly performing the approaches. Unless you can reach the right audience in the right way, none of these suggestions will have the impact you expect. So, to master each step of the LinkedIn marketing process, make sure you watch our ultimate guide to LinkedIn Marketing practical tutorial video.
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