Linkedin Marketing Guide: What is LinkedIn and How Does it Work?

What is LinkedIn?

As a platform that is used all over the world to connect businesses to people and provide opportunities to promote things like advertisements, job postings and much more, LinkedIn is a great way to drive traffic and sales while getting the opportunity to market opportunities to potential employees! This professional network is quickly becoming one of the most used social media platforms as it drives connections between professionals all over the world and allows for people and businesses to make connections that never would have been possible before the creation of this professional network! 

LinkedIn is a social media platform that has been specifically created for the business community, allowing for brands and companies to create more awareness around their brand and even drive sales! Being able to connect to other businesses and professionals from all over the world can greatly expand your network and may even supply you with the perfect opportunity to reach out to other brands as well as professionals who may be interested in your product. It is for this reason that LinkedIn marketing has grown and developed over the last few years, expanding this professional service into the marketing platform that many use it as today, helping individuals, brands and companies promote their products and services as well as create awareness around communication between industries! 

What is LinkedIn Marketing?

Long gone are the days when LinkedIn was simply a platform that is used to find potential employees, and while this was the main function of this social media tool, it has developed into one of the biggest business platforms that are used all over the world. LinkedIn Marketing refers to the process of marketing your brand or business through interactions, posts, hashtags and other LinkedIn features to potential customers and other businesses. While it is also a common place for companies to search for new employees, it has grown into so much more! Linkedin is a platform that has developed a number of different features that allow for businesses to promote their brand in ways that have never been seen before, with both paid for and organic methods aimed at increasing the visibility of a company and driving traffic to their website. 

In today’s age of technological advancement, with so many different networking streams and ways of promoting yourself, ensuring that you are taking advantage of every platform available is extremely important. When it comes to LinkedIn marketing, this tool allows for brands to both promote their products and offerings as well as promote their brands’ ideologies, goals, belief systems and create a space where like-minded individuals and companies can come together and interact on a global scale. LinkedIn marketing is a great tool to use and can help to increase your organic traffic and lead generation, ensuring you are as visible to your clients and potential customers. 

What is The Importance of LinkedIn Marketing?

LinkedIn marketing is slowly becoming one of the most important types of marketing platforms, with tons of different opportunities and unique features that can help to promote your brand or business! LinkedIn marketing helps you to promote your business and place you as an influencer and force to be reckoned with within your specific industry, ensuring that you create a name that is well known and well respected within certain fields. It helps you to form strong relationships both between yourself and your own customers as well as between yourself and other brands and businesses within a specific industry. The relationships that are formed and created through the interactions on this platform can help to increase your chance for visibility as well as associate your brand as one with expertise within a specific field, ensuring that potential customers recognise you as a reliable business. The importance of LinkedIn marketing should not be underestimated and it is an important platform to ensure that you use it to your advantage! 

What are The Best Practices of LinkedIn Marketing?

As an up and coming marketing platform, the strategies and practices that you use of this social media tool should be strategically designed and implemented. Ensuring that you are using the best available resources to attract potential customers and businesses to your page, it is important that you consider your LinkedIn marketing strategy very carefully. The following are just a few of the best practices to ensure you use them when looking at your LinkedIn marketing strategy. 

Use Hashtags

LinkedIn is about more than just interacting with your own network, but it is also about growing it and ensuring that people and businesses that are interested in the topics you are discussing can easily access and interact with your content. Hashtags allow for this to happen, and those following hashtags that you are using will allow for them to be able to find your content and the different posts that you are releasing to your audience! For example, if you are a page that is specifically looking to promote a car dealership, you would use hashtags relevant to this at the bottom of your posts! These hashtags should be relevant to not just your business but the unique content that is posted within every article or post that you are releasing. 

Know When To Use a Linkedin Profile Vs. a Linkedin Page

While LinkedIn pages are a great way for users to interact with a company, more often than not, a user is going to want to interact with an actual person’s LinkedIn profile as this offers a more unique and personal experience as opposed to a company page. It is important that you have both you and your employees actively releasing certain content and interacting with potential employees and customers across LinkedIn as this can further help to cement and create relationships across our industry! While promoting and releasing content on your LinkedIn profile is extremely important, having these personal relationships and connections can further cement your position within your industry. Having both a LinkedIn strategy for business as well as having a personal LinkedIn strategy can help your users and followers better understand both your own goals and the goals of your business. 

Create Posts of Varying Lengths

Your LinkedIn audience should be made up of a number of different people and even businesses and therefore it should be a platform where posts of varying lengths are posted. From short, punchy and promotional to longer paragraphs that explain who you are and why you do what you do, your page should be filled with many different styles of writing to appeal to the different audiences who follow you. 

Share External Articles on The Platform

External articles that help your audience to better understand both you and the products and services that you offer are a great way to initiate a conversation on your LinkedIn account. External articles are a great and easy way to offer up vital information about both the products and services you sell as well as how your industry functions and why it is important. For example, if you are a company that has a large focus on producing sustainable products, releasing informative articles about why and how companies like yourself are working towards a sustainable future can help your followers gain a better understanding of the sustainability movement within your industry! 

Keep Your Publishing Schedule Consistent

As with any other social media platforms, consistency is key and making sure that you are posting and interacting with your followers regularly will ensure that you remain relevant. The content that you publish should be of varying origins, from short promotional posts to external articles that relate to your business. This will ensure that your content does not become redundant and static, keeping your followers interested in the different things you are posting and interacting regularly with your content. 

What Are The Goals of LinkedIn Marketing?

Outlining the goals that you have for your LinkedIn marketing campaign can help ensure that you are doing everything you possibly can to promote your brand through this platform! Having goals set up and specific strategies in place to meet these goals will ensure that you are kept consistent and interact with your audience as much as possible. The following are just a few LinkedIn goals to consider when developing a LinkedIn marketing campaign! 

Be Interesting

When it comes to knowing how to market yourself on LinkedIn, it is important that you remember that one of the main goals is to create content that is both interesting as well as informative. Creating and using all the tools you have available to ensure that the content you release is eye-catching and will grab the attention of your followers is extremely important when it comes to LinkedIn marketing. Whether you are going to use an image or are hoping to draw users in with an informative blurb, remember that social media is all about gaining the interest of your viewers, and LinkedIn is no different! 

Be Helpful

Being helpful and interactive on your LinkedIn account will instil a sense of reliability that is associated with both yourself and your brand. Ensuring that any queries are answered in a timely fashion and that you are constantly interacting with the comments that are left on your posts will help your brand better communicate with the consumers who are making purchases or looking into becoming a member of your team! 

Be Everywhere

LinkedIn is not just about posting regularly, it is also about interacting with other brands, businesses and consumers, leaving comments and asking questions that may relate to your area of expertise! Ensuring that you are using every element made available on LinkedIn and are actively interacting with your target audience and potential consumers will make it easy to meet and achieve the goals you have set in place when it comes to LinkedIn marketing. 

How To Use LinkedIn For Business And Marketing?

Optimise Your LinkedIn Profile for Search Engines

One of the biggest reasons why LinkedIn has become such a popular platform for brands and businesses to use to promote their offers is because a page can be optimised to stream users directly to your website! When your LinkedIn pages are optimised for search engines, it is possible that websites can find your LinkedIn pages on their search engine results pages! Through designing and imp

Design All Aspects of Your LinkedIn Page

There are many different features on LinkedIn that are designed to help promote your brand or business and ensuring that you are using every available resource that the platform has provided is an important part of LinkedIn marketing to consider. Designing each aspect of your LinkedIn profile and page will ensure that those who visit your business’s LinkedIn profile will be met with insightful content and strategic design! Thinking about your overall goals and designing the aspects of your LinkedIn page to reflect this can be extremely useful when it comes to using LinkedIn for business and marketing. 

How to Create an Effective LinkedIn Marketing Strategy?

When thinking about how to use LinkedIn for marketing, it is important to consider the best ways to form a plan to ensure your techniques are effective. The following are just a few of the different things to consider when creating an effective marketing strategy. 

Know Your Audience

Understanding your audience is an important part of any marketing strategy, and LinkedIn marketing is no different! Having a good idea of who your target audience is will ensure you have all that you need to create effective content that will ensure that your followers are interested in what you are posting! Knowing your target audience also gives you vital information on the best ways to interact with these different groups of people, as some may respond better to more professional interactions while others would prefer a more personal and informal correspondence. Knowing and understanding how different groups of people will react and interact with the content you produce will impact the different elements that you decide to include within your LinkedIn content marketing strategy. 

Study LinkedIn Influencers & Businesses That Hit the Mark

Using business profiles and pages that are doing well to help you design your own LinkedIn pages can be extremely beneficial. These brands and businesses have obviously put a lot of time and effort into designing the perfect profiles and the actions that they are taking to increase their followers and get into the right markets and target audiences could be beneficial to your own LinkedIn marketing strategy! As with website and SEO designs, using your competitors and those who have similar aims to your own brand can help give you the ideas that you need to create content that is impactful and effective. By taking the time to research companies that are using LinkedIn in ways that are getting good results, you can better your own strategy and plan that you have to meet your LinkedIn marketing goals. 

Optimise Your LinkedIn Profile

LinkedIn has a ton of different features that can be optimised to ensure that your profile attracts potential followers. Ensuring that things like your profile picture, bio, offers and your website are all linked to this profile and can be easily read and accessed by your followers! Using the tools that you have available to you and optimising your profile with the best features will ensure that your LinkedIn profile is interesting and eye-catching. 

Connect With People You Want to Impress

Your content on LinkedIn is only as good as the connections you make and ensuring that you are following people and brands that you are looking to impress will go a long way in increasing the effectiveness of your LinkedIn Marketing. Having a large market of followers is good, but having a large market of high-quality followers is even better! 

What Are The Effects of Linkedin Marketing on Your Content Marketing Strategy?

When it comes to creating a content strategy, using each of the tools that are available is a good way to ensure that you are creating brand awareness. LinkedIn marketing can help to increase this brand awareness and create a space where both you and your users can interact! As a platform that is specifically designed around business and business interactions, LinkedIn creates a space where businesses and individuals can come together, finding out more about what each business does and the ways that they can improve the lives of their consumers. LinkedIn is incredibly beneficial to your content marketing strategy and can help to increase the number of users who interact with and see the content that you create. 

Why Should People Use Linkedin Marketing?

When it comes to digital marketing on LinkedIn, this platform offers tons of useful features that can help you to grow your business. When it comes to visibility, where better to promote yourself than on a platform designed specifically for business? Having your connections and customer base grow on LinkedIn will ensure that you are both increasing your target audience’s awareness of who you are and what you do while continuing to increase the opportunity that you get to make sales. Organic growth is a large part of any brand or business’s success and LinkedIn offers one of the best platforms to use to ensure that this growth continues. LinkedIn marketing is, therefore, an extremely important tool and platform to use to grow your business!