How To Market On LinkedIn

Lisa Danca - Marketing Associate

Written by: Lisa Danca

Category: Advertising

07.16.2020

Whether you want to become a thought leader in your industry or gain a high volume of quality leads, you can achieve both through LinkedIn, the world’s largest professional social networking site. With more 610 million users, LinkedIn is the go-to platform for professionals wanting to stay connected and informed, develop their careers, discuss their industries, and work smarter. In today’s blog post we’re going to explore how to get the most out of LinkedIn for your business.

Complete Your Business Profile & Refine

Over the years, LinkedIn pages have evolved from something nice to have to a must-have. Next to your website, your LinkedIn business profile is your second most important platform. As such, it is important you complete 100% of your profile and refine your page regularly.

Has your business ever won an award? List it! Do you have any well known clients? Mention them as long as they’ve given you permission.

Be sure to have a link to your company website, and double check your page for typos and grammatical mistakes. You only get one chance to make a first impression! 

Optimize Your Page For Search

When working on your page, don’t forget about SEO. Incorporate keywords and phrases that potential customers might use to search for your products or services. Include them in your About. By optimizing your page for search, more relevant people find your LinkedIn business page. 

Don’t know which keywords to use? You can either look at the keywords on your site or ask yourself which words or phrases a prospect would type into Google when looking for your products or services.

Define Your Audience and Goals

It’s critical to know your goals because once you know what you want to accomplish, it’s easier to define your audience. Common LinkedIn marketing goals are to increase your brand authority, capture and nurture leads, drive traffic to your website, and promote events.

Grow Your Following

This is a common goal for LinkedIn members. There are a few key things you can do to start growing your following now. Use a “follow” button on your site or blog. Invite your personal profile connections to follow your business LinkedIn page. Promote your company page on emails, newsletters, and blog posts.

Publish Engaging Content

Post content that your target audience will want to interact with. While it can be tempting to sell your audience on the benefits of your products or services, sales-y content will connect with your audience. Instead post thought leadership content. 

Be sure to add rich content such as videos, infographics, and images. You will want to avoid text-only content. Images get six times more engagement than text-only content.

While you will want to publish and promote your own content, it’s also advisable to share insightful content from others too.

Sponsor Your Best Content

Sponsored content is an update on your organization’s LinkedIn page that is promoted to a broader audience through the LinkedIn Ads program. Sponsored content is often shown to LinkedIn members in their homepage feed. It entails single images, carousel images, and video ads being shown to current LinkedIn page followers and other LinkedIn members who fit your audience criteria.

Create An Ad Campaign

You can reach your marketing goals with LinkedIn Ads. In addition to sponsored content, there are message ads, dynamic ads, and text ads, which are all powered by Campaign Manager, LinkedIn’s all-in-one advertising platform.

You can reach your marketing goals with LinkedIn Ads. In addition to sponsored content, there are message ads, dynamic ads, and text ads, which are all powered by Campaign Manager, LinkedIn’s all-in-one advertising platform. Campaign Manager lets you set a budget, select goals (clicks vs. impressions), and have complete control over your campaign’s timeline.

Measure Your Results

What’s great about LinkedIn is they have their own analytics pages. LinkedIn Analytics is split into three sections:

Visitor analytics-Here you can learn everything you need to know about the people who click on your page.

Update analytics-Learn all about all the engagement metrics for all your LinkedIn posts.

Follower analytics-This has all the information you need on your audience.

 

We hope you found these LinkedIn marketing tips helpful. To learn more about how we do content creation, check out the link here

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