LinkedIn Marketing Guide: Creating A Better Future For Your Business

What is LinkedIn?

LinkedIn is a social media platform that has a direct focus on businesses and employment opportunities. Unlike other social media platforms, LinkedIn was created for the sole purpose of increasing engagement between businesses, employees, industry experts and those who are on the hunt for new employment opportunities. The connections developed within this space have become extremely important, with many using LinkedIn to promote themselves and their businesses! Every company should have a LinkedIn profile set up and actively release content as this can influence potential customers or potential new employees! 

Businesses that do this can market themselves, opening up spaces for new opportunities as well as building a network of both customers and influential people within specific industries. LinkedIn has become an essential part of marketing for businesses and you want to be sure that you are promoting yourself in a professional way on this platform and releasing the right kinds of promotional content! 

LinkedIn Marketing: How Does It Work?

Social media marketing has become one of the most important ways to promote your business as well as the products or services that you offer. As LinkedIn is a platform built specifically for businesses and professionals, using LinkedIn for marketing can be a great way to get exposure for both yourself and your brand. LinkedIn marketing can be used to connect with potential customers and clients, build brand awareness, and promote products or services to your followers. This wide array of functions ensures that this social media platform is effective in growing your brand and helping you engage with your audience!

In order for your page to be effective, you will need to frequently release content and interact with those who follow you. Just like with any social media platform, engagement is the name of the game and can help you develop a following of loyal customers and potential employees! 

Why Use LinkedIn As A Marketing Platform?

Digital marketing on LinkedIn is growing in popularity as many different brands look to use this platform to help grow their business. With an array of different features and uses, there are many reasons why using LinkedIn marketing has become so incredibly beneficial. With the power to generate leads and help expand your audience, LinkedIn is a platform that has become vital for success. The following is a brief look into the benefits of LinkedIn marketing and how this platform can be incredibly advantageous for your business. 

Most Effective Recruitment Tool

When looking for new employees, LinkedIn is the social media platform that you are going to want to utilise. With tons of professionals signed up to the platform and with job alerts set up, LinkedIn allows you to attract some of the best potential employees! This platform has CVs already loaded and allows you to look at the accomplishments and work history of potential employees, highlighting why they may be a good fit for your business. 

A reputable And Professional Brand Environment

Using LinkedIn marketing services for a business can be incredibly beneficial as it is a professional and reputable platform where many businesses and people within different industries interact. One of the reasons why LinkedIn is such a professional brand environment is that it is designed specifically for professionals. Unlike other social networking platforms that are geared towards personal connections and casual interactions, LinkedIn is all about making professional connections and building your career. It is a platform where people go to showcase their skills and experience, connect with others in their industry, and find new opportunities.

Hot Spot For Business Owners

Business owners send out posts and interact with other brands over LinkedIn, making it a great space for individuals to communicate and share ideas! LinkedIn offers a variety of LinkedIn marketing tools that businesses can use to create engaging posts that can be shared and streamed to a targeted audience. This makes it a hot spot for business owners and helps professionals to create networks that are valuable and could open up many new doors! 

Increased Visibility For Businesses

When using a LinkedIn marketing strategy, you are ultimately creating a new opportunity to network within your industry. As most professionals and customers use LinkedIn, this platform can increase your visibility with high-quality audiences and provide you with a space to release content that is engaging and interactive on a more professional level. With just the click of a button or the release of a post, you have the opportunity to reach hundreds of your target audience and unlike other social media platforms, you can reach them in a more professional way! 

LinkedIn Marketing For Business: Where To Start?

Now that you have an idea of just how important LinkedIn marketing is for your business, you may be wondering where to begin! The following is a brief look into a few of the steps that will need to be taken in order for your business to create an engaging and effective LinkedIn marketing campaign! 

Creating A LinkedIn Company Page

Creating a LinkedIn Company Page is a straightforward process that can help your brand establish a presence on the platform and connect with professionals in your industry. Here are the steps to create a LinkedIn Company Page:

• Sign in to LinkedIn with your personal account.
• Click on the “Work” icon in the top right corner of the page and select “Create a Company Page” from the dropdown menu.
• Choose the type of Company Page you want to create. You can select “Small business,” “Medium to large business,” or “Showcase page.”
• Enter your company name and the URL you want to use for your Company Page. LinkedIn will automatically check if the URL is available.
• Fill out the basic information about your company, including your industry, company size, and location.
• Add a logo and a banner image to your Company Page. These visual elements will help make your page more engaging and professional.
• Fill out the “About” section of your Company Page. This is your opportunity to tell people what your company does and what sets you apart from your competitors.
• Add your company specialities, which are keywords that describe your products or services.
• Preview your Company Page to make sure it looks the way you want it to.
• Publish your Company Page and start sharing updates, posting jobs, and engaging with your followers.

Creating a LinkedIn Company Page is just the first step in building a strong presence on the platform. To make the most of your Company Page, be sure to post regular updates, engage with your followers, and use LinkedIn’s other marketing tools and features to reach a wider audience.

Optimising The LinkedIn Company Page For Search Engines

Optimising your LinkedIn Company Page for search engines can help improve your page’s visibility and drive more traffic to your website. There are a variety of different tactics that you can use to optimise your LinkedIn page for search engines. Optimising your company page headline and description to contain relevant keywords that describe your business, products or services is one of the most important things to do when setting up your LinkedIn marketing profile for your business. Another thing to consider is using relevant keywords that your target audience may be searching for. This will help highlight to search engines what you do and what your business is all about, helping stream high-quality search engine users to your LinkedIn profile! 

Building Your Network

Building your network is an important part of starting your LinkedIn marketing strategy. In order for the content you release to be seen and distributed to wider audiences, you need to have a good network of followers to stream too! Building your network needs to be done with careful thought as your network will significantly impact who interacts with your posts! Building your network is all about exposure and connecting with the right kinds of individuals, so doing this is a crucial part of setting up your LinkedIn marketing plan. 

Executing LinkedIn Marketing Strategy

In order to set up an effective LinkedIn marketing strategy, it is important to identify what your goals are and how you plan to reach them. Defining the objectives of your LinkedIn marketing strategy will help give you a clear direction on your target audience and the type of content that you are going to want to be pushing on your page. Creating a list of the goals that you want to achieve is vital for any LinkedIn marketing strategy and this should be done right at the beginning of the process! 

How To Grow The Business Using LinkedIn Marketing?

Once you have your LinkedIn profile set up and optimised, you will need to continuously improve your page and make adjustments! LinkedIn marketing is all about interaction and forming relationships with your followers. The next few points look into a couple of tips and tricks to ensure that you are using LinkedIn marketing tactics as effectively as possible! 

Best Way To Reach People You Want To Impress: Using Hashtags

Many LinkedIn users will be following certain hashtags, and using these hashtags to gain a wider audience is extremely important! You want to be sure that you do a bit of research into the hashtags that you are using as this will help you not only gain the attention of more people but will be able to help you target your specific audience! Adding hashtags to your posts will help to get your name out there and ensure that your content is being streamed to a relevant audience, using hashtags that have the most high-quality followers will help you to do this! 

Choosing Between The Visibility and Individualised Approach: LinkedIn Page or LinkedIn Profile?

When it comes to establishing a professional presence on LinkedIn, you have two primary options: creating a LinkedIn page or a LinkedIn profile. Both have their advantages and disadvantages, so the choice between them will depend on your goals and needs. It is important to remember when looking into these two options that your LinkedIn strategy for business may differ compared to your personal LinkedIn strategy for your own profile. 

A LinkedIn page is a public page that represents a business, organisation, or brand. LinkedIn pages allow companies to showcase their products and services, share company updates, and engage with their followers. They are a good option if you want to establish a professional presence for your business or organisation. On the other hand, a LinkedIn profile is an individual’s personal page that showcases their skills, experience, and education. LinkedIn profiles are a good option if you want to establish a professional presence for yourself and build your personal brand.

Creating Posts of Varying Lengths

Creating posts of varying lengths on LinkedIn can be a good strategy to keep your audience engaged and to maximise the reach of your content. Here are two of the different length types that you can use to base your posts on and why they are each important to use. 

• Short-form posts: Short-form posts on LinkedIn are limited to 1,300 characters. Use short-form posts to share quick tips, industry news, or to ask a question to your followers. Short-form posts can be a great way to start a conversation and increase engagement on your posts.
• Long-form posts: Long-form posts on LinkedIn can be up to 130,000 characters. Use long-form posts to share in-depth articles, case studies, or thought leadership pieces. Long-form posts can help establish you as a subject matter expert and can attract new followers to your page.

Sharing External Articles On The Platform

Sharing external articles on LinkedIn can be a great way to share your thoughts and insights with your network, while also providing them with valuable information that they might find useful. Look for articles that are relevant to your industry, your interests, or the interests of your target audience. Make sure that the content is high quality and provides value to your network. This will ensure that your audience images with the content that you put out and help you to earn a level of trust amongst those who interact with your content. 

Keeping The Publishing Schedule Consistent

Keeping a consistent publishing schedule on LinkedIn is important to establish a strong presence on the platform, build your personal brand, and engage with your network. Decide how often you want to publish on LinkedIn, whether it’s daily, weekly, or monthly. Set a schedule and stick to it. 

How To Keep Up An Effective LinkedIn Marketing Strategy?

Keeping up an effective LinkedIn content marketing strategy is an important part of ensuring that your business remains relevant and that the content you post is engaging for your audience. The following is a look at just a few aspects to keep in mind when it comes to keeping up an effective LinkedIn marketing strategy. 

Knowing Your Audience

Know who you are trying to reach on LinkedIn. Research the demographics and interests of your ideal customers, and use that information to create content and messaging that resonates with them. Your target audience will be made up of a group of personas and finding ways to create content that is suited to this audience is a vital part of keeping up an effective LinkedIn marketing strategy. This is not something that can be done once and you should continuously be assessing who your audience is and how you can best engage with them. 

Keeping The Company Page Up To Date

A large part of building an effective LinkedIn marketing strategy is ensuring that you are keeping your company page up to date. There will be certain trends that you can follow to increase the exposure that your page gets and interact with the audience who follows you, so be sure that you are using these trends to your advantage and getting as much exposure as possible! Using the tools that are provided by LinkedIn and continuously learning about the new opportunities that are presented on this platform can be a great way to ensure that your LinkedIn marketing plan is working effectively. 

Studying LinkedIn Influencers & Businesses That Hit the Mark

Studying LinkedIn influencers and businesses that hit the mark can be a valuable way to gain insights and inspiration for your own LinkedIn presence. Look for influencers and businesses that are relevant to your industry, interests, and target audience. Follow them and take note of the types of content they are sharing, how often they post, and how they engage with their followers.

Interact With Your Audience

Liking comments and engaging with your audience is a vital part of ensuring that your LinkedIn marketing strategy is working effectively! Your audience wants more than just to read the content that you release, they want to be able to ask questions and share their insight and it is incredibly important that you are using these interactions as a way to form better relationships with your audience! 

Here at Markethinkers, we have a wide range of digital advertising services. To find out more about LinkedIn for business marketing as well as the content strategy that we may be able to develop for you, please do not hesitate to contact our team of highly skilled experts!