Ready to create an effective LinkedIn marketing strategy for your brand? Follow these 10 steps and tips to take your LinkedIn marketing efforts a level up.
LinkedIn is one of the most underutilized social media platforms for businesses. Even though there are over 820 million registered LinkedIn users, not even nearly enough brands make full use of the potential that marketing on LinkedIn has to offer.
To help you get started, here are 10 LinkedIn marketing tips and tactics you need to know.
- Set Your LinkedIn Marketing Goals
- Understand Your Audience
- Optimize Your LinkedIn Company Page
- Share Valuable Content
- Make Your Content Visual
- Engage On LinkedIn
- Join LinkedIn Groups
- Promote Your LinkedIn Page
- Run LinkedIn Ads
- Monitor Your LinkedIn Analytics
1. Set Your LinkedIn Marketing Goals
The first step for any successful LinkedIn marketing strategy is to define your goals. What do you want to achieve with LinkedIn marketing?
Depending on your business and who your customers are, this could be:
- Increasing brand awareness
- Generating leads
- Engaging your target audience
- Selling products
Whatever the case, try to make these goals actionable and measurable. This means they need to be clearly defined and include KPIs that can be measured to understand the goal’s success.
Setting SMART goals like this is essential for being able to monitor the effectiveness of your LinkedIn marketing strategy and knowing when to make adjustments.
2. Understand Your Audience
This is important for marketing on any platform. If your company page is going to achieve success on LinkedIn, you will need to have a clear idea of who you are targeting on the platform and what they are interested in. To do this, you should have a detailed customer persona.
Understanding your audience involves understanding their interests, demographics, and pain points. It’s also important that you understand LinkedIn as a platform, and why people use it.
For example, your target audience on TikTok and LinkedIn might cover the same people, but the kind of content they want to see on each platform is very different.
By understanding the characteristics of the people who might support your business, you’ll be able to create much more relevant, targeted content.
Remember, LinkedIn is a professional network, so people on the platform are interested in content that relates to their business, industry, or personal development. This is why LinkedIn is such a great platform for B2B marketing.
3. Optimize Your LinkedIn Company Page
If you’re going to find success marketing on LinkedIn, then you’ll need to have a LinkedIn company page that looks the part. When a person adds your company to their job description, LinkedIn automatically creates a company page for you. If you don’t update this, then the company page will look very badly taken care of.
Make sure that your company page looks professional, recognizable, and trustworthy on LinkedIn.
Add a great profile picture, optimize your company description, include a link to your website, and actively post the kind of content your audience would be interested in seeing. Ensure the branding you use on your LinkedIn company page is consistent with your other digital channels.
If someone wants to find out more about your company, LinkedIn will be one of the first places they search to find information. So, make sure that anything you want new prospects to know is clearly visible on your LinkedIn company page.
4. Share Valuable Content
LinkedIn is a social media platform, so you need to actively post on it if you want to stay popular.
Just like any social platform, you should regularly post valuable content on LinkedIn. This can include a variety of written posts, videos, and photos. You can even publish blog posts on LinkedIn.
When it comes to sharing content on LinkedIn, the content that does best is anything made especially for the platform. Instead of just sharing your blog posts or videos, try to create unique content for LinkedIn. This type of content consistently performs the best on the platform.
You don’t necessarily have to come up with unique ideas. Instead, you can repurpose your existing content (like blog posts or podcasts) into content that fits LinkedIn.
Make sure that whatever you post adds value to your audience. Of course, this also needs to align with your LinkedIn strategy and marketing goals.
In most cases, brands use LinkedIn to spread awareness about what they do and position themselves as industry experts. One of the best ways to achieve this is to share helpful, insightful, inspirational, and educational content on what you do.
As mentioned earlier, the LinkedIn publishing platform is an excellent way to post unique content on this social media site. Instead of sharing a link to a blog post, users can read content directly on the platform. This offers a more user-friendly experience for your LinkedIn strategy.
5. Make Your Content Visual
Yes, it’s important to share insightful content, but you also don’t want to scare away your audience with long and boring walls of text.
Remember, LinkedIn is a social media platform after all, and users are probably scrolling through their feeds on their mobile devices. This means you need to stop them in their tracks and get them to focus on your content.
One of the best ways to do this is to make your LinkedIn posts visually appealing. Include images and video. You can also share memes and gifs.
Also, pay attention to your text. If you are sharing a long post, try to break this up into short sections to make it easier to read.
6. Engage On LinkedIn
LinkedIn marketing isn’t only about sharing content. It’s also about engaging with other users on the platform. Don’t forget the “social” part of social media.
Try to start conversations, respond to comments, and follow other users and businesses. One of the best uses of LinkedIn in your marketing strategy is for networking, which is something any business can tap into.
It’s also important that customers can reach you on LinkedIn and get a response if they need one. Dedicate some time each day to engage with other pages, respond to comments, and be social on the platform.
7. Join LinkedIn Groups
LinkedIn is full of groups based on just about any niche or topic imaginable. There is certainly a group out there that relates to your industry and what your business does.
Be sure to join these groups, as they are full of people who share the same interests – aka your target audience. Use these groups to start conversations, share valuable content, and promote your business as an industry leader. Engaging with LinkedIn groups is an excellent way to attract more followers and establish trust within your niche.
8. Promote Your LinkedIn Page
Publishing valuable content and engaging with your audience is essential, but this alone will take a long time for your LinkedIn page to grow organically. It’s important that you promote your LinkedIn page to gain more followers and traction.
You can promote your LinkedIn on your website and other social accounts. This can be done by including the LinkedIn logo with a link to your company page. You could also include this in your newsletter and email signature.
9. Run LinkedIn Ads
You can boost your company’s visibility and performance on LinkedIn through paid ads campaigns. If LinkedIn is an important marketing channel for your business, then paid ads on the platform can be well worth it.
Like other social media platforms, LinkedIn offers advanced targeting possibilities. You can be very specific about which users you target, ensuring you achieve the best possible ROI.
There are also various types of LinkedIn ads that you can run. These include:
- Sponsored content: When you pay for your content to reach a larger audience
- Text ads: PPC ads that appear across different LinkedIn pages
- Sponsored InMail: When you send personalized direct messages to LinkedIn users on the platform
10. Monitor Your LinkedIn Analytics
Remember those goals you set at the start of your LinkedIn marketing journey? Now it’s time to check up on them and see how successful your campaigns are.
LinkedIn provides analytics that allows you to monitor how your posts are performing. Use the KPIs that you have established, and check your analytics to see how successful your goals are. This can provide some valuable insights into how you can improve your LinkedIn marketing strategy and discover new opportunities to pursue.
Get it right, and LinkedIn can be an awesome marketing channel for your brand. You just need to make sure that your brand is highly visible and active, and that you understand your audience. By sharing helpful, valuable content and engaging with users on the platform, you can spread huge amounts of brand awareness and attract a lot of new customers.
There’s a lot you can include in your LinkedIn marketing strategy, so be sure to try out the platform’s many features to help you make the most of this social media site.