Marketing Strategy for LinkedIn: How to Market on LinkedIn
February 12, 2021
Found in the year 2002, LinkedIn began as a networking platform for working professionals. It started its venture as a ‘social media for professionals’ and has soon transformed into one of the largest job boards and marketing platforms for business professionals and individuals today.
Whether you’re a business owner, a CXO, a freelancer, an entry-level worker, or a student – LinkedIn offers a plethora of opportunities for you – no matter what stage of your career you may be in. With over 760 million registered members from 150 countries, you can’t afford to ignore this platform.
In this blog, we have covered some exciting tips to help you make the most of LinkedIn for your marketing initiatives. We will begin by briefly introducing what LinkedIn marketing is, and the steps you can take to scale your business through this platform.
Read on to learn how to use LinkedIn for marketing:
What is Linkedin Marketing?
According to a study conducted by LinkedIn, 93% of B2B marketers consider LinkedIn the most effective lead generation platform. A report by Inside View goes on to suggest that LinkedIn generates more leads for B2B companies than Facebook, Twitter, and Blogging.
This won’t be possible without LinkedIn marketing.
So what exactly is LinkedIn marketing? What would be the correct way to define it?
Simply put, we can define LinkedIn Marketing as the strategies executed by an individual – be it an established company, a marketer, a freelancer, or a job seeker – to achieve their conversion goals. While ‘LinkedIn marketing’ is commonly paired with the marketing efforts undertaken by a B2B business, the term is far more accommodating and all-encompassing than we give it credit.
You don’t have to be a business owner in today’s world to engage in LinkedIn marketing. Many local businesses, individuals, job seekers, bloggers, podcasters, thrift store owners, rookie marketers, etc., are engaging in the practice of LinkedIn marketing to meet their own goals.
As such, we can say that any paid advertising campaign, networking strategy, content marketing initiatives, and business InMails tailored to the objective of meeting a goal is called LinkedIn marketing.
Did You Know? Techmagnate provides a complete expertise in Social Media Marketing
This goal can be anything:
- Scaling website traffic
- Building brand visibility
- Making a sale
- Forging business partnerships
- Finding a job
- Acquiring customers
What is the importance of a B2B Linkedin Marketing Strategy?
No one is on LinkedIn to buy something. Everyone is here to further their careers and business plan. This is why, despite its sparkling reputation as a leading B2B lead generation platform, a direct hard-sell approach generally does not work. Neither does cold emails and constant messaging.
You will have to prepare a sales funnel. You will have to anticipate a response and counter-response for each communication you get from your target customers. You will need to think on your feet and master the art of selling and conversions without coming across as a salesman.
It would be best if you decided how to approach your target audience on LinkedIn and the steps you will take to convert them. This approach can be loosely defined as a B2B LinkedIn Marketing Strategy. Based on the niche or objective of the LinkedIn marketer, the strategy can vary for each individual.
A LinkedIn B2B Marketing Strategy is important because it pulls you closer to meeting your LinkedIn goals and business objectives. It is crucial because it helps you draft a plan of action.
Additional Read: Use Linkedin For Business Growth & Lead Generation
LinkedIn B2B Marketing Best Practices: Top 13 Tips to optimize your Linkedin for Business Marketing
If you don’t know how to do LinkedIn marketing, we are here to help out. Read on to learn the best tips you can follow to use LinkedIn for business marketing:
Tip 1: Create a company profile page
One of the first things you should do is create a company page. Luckily, creating a company page is incredibly easy. All you have to do is follow these steps:
- Click on the work icon on the top right corner of your LinkedIn home page.
- Click on the ‘create a company page’ and choose an option from the drop-down list. LinkedIn will show you four option, namely:
- Small business
- Medium to large business
- Showcase Page
- Educational Institution
- Select an option that best describes what your company is about.
- After you do this, fill out basic information such as page identity, company, and profile details.
- Make sure that you have an authorized business email and an actual company. Without this, LinkedIn will not allow you to open your business profile on its platform.
- After correctly filling out your information, check the verification box. Doing this will confirm that you are allowed to operate the account on behalf of your business.
- Once you check the box, click on the create button. After you click on this button, your business account or company page will be officially created. So congratulations!
- Once your company is created, select the ‘start building your page’ option to customize your company information. This works much like creating a profile on LinkedIn. You have to fill out all your details as accurately as possible.
Tip 2: Define your audience and goals
Now that you have set up your company page on LinkedIn, you need to define your target audience and your business goals. As yourself these questions:
What do you want to achieve from LinkedIn?
What type of audience will you benefit from?
Once you have clear-cut answers to these questions, your work is half done. All you have to do now is focus your attention on making a strategy that works and turn Linkedin into a money minting machine!
Tip 3: Write accurate profile information and update it regularly
To make the most of LinkedIn, having a presence on the platform is not enough. You need to do more.
Updating inaccurate profile information is a common mistake that most people tend to make. You cannot afford to make this mistake if you’re serious about leveraging this platform to further your business goals and use it as an effective tool for business marketing.
(Take a look at the Techmagnate’s LinkedIn Profile for reference)
Here are some things you can do to optimize your personal and business profile for LinkedIn:
- Fill all your information correctly.
- Ensure that the information you have entered about you in your personal profile and your business account is accurate and to the point.
- Update information as and when the need arises. From updating your latest jobs to your latest professional engagements – keep this information updated on your profile.
- Keep your business profile strictly professional. From using the right company logo, to updating company name, descriptions, and banner photos – make sure that everything is perfected.
Tip 4: Personalize the URL of your LinkedIn Page
All profile and company pages on LinkedIn comes with a standard URL that looks a little bit like this:
Your job here is to give your pages a distinct identity of its own. You can achieve this by personalizing your personal and company profile URL. Here are some tips to help you get started:
- If you are a CTO of a company, you can personalize your URL and rebrand it by incorporating your current job designation in this way:
- You can further personalize your URL for local searches by drafting your URL with your current city of residence. Doing this will make it easy for startup owners and established business owners to find you when they’re looking for experienced CTOs on LinkedIn:
Now that you know what your URL should roughly look like, here are some steps to make this happen:
- Step 1: Click the Me icon at the top of your LinkedIn homepage
- Step 2: Click View Profile.
- Step 3: Click Edit public profile & URL in the right rail.
- Step 4: Click on the Edit your custom URL in the right rail
- Step 5: Type your new custom URL in the text box and click on Save
Tip 5: Update LinkedIn Images
It has been rightly said that images are more impactful than words. They capture audience sentiment and communicate information faster than any textual information.
As such, images are an essential means to communicate your identity on LinkedIn.
Here are some steps that you should follow to optimize your image:
For Personal Profile: Choose a mugshot image of you with a light background. Pick a picture where you’re smiling as it will make you look approachable and encourage people to reach out. Pick a banner image that tells people what you do. If you’re a business owner, writing a list of your top skills alongside logos of the companies you may have collaborated with.
For Company Profile: When it comes to updating your company profile images, things are pretty straightforward. Use your logo as the company’s profile image. Make a banner that sells your brand and succinctly describes what your company is all about.
Tip 6: Optimize your company page for humans and search engines
Humans respond to compelling images and text, whereas search engines respond to keywords. The content strategy for your company page should be an amalgamation of the two.
Here are some tips that can help you optimize your company page for humans and search engines:
- Optimizing your company page for humans: Write a compelling title and description. It should be brief, descriptive, and to the point. Don’t write unnecessarily long descriptions that don’t seem to be going anywhere. Make sure that you communicate the key message in one or two sentences. Doing this will optimize your company page for human visitors and encourage them to seek you out and make a business inquiry if they like what they see on your page.
- Optimizing your company page for LinkedIn search and search engines: People can find your company on LinkedIn and search engines. For example, people looking for a marketing agency would generally type down something like ‘best marketing agency’ or ‘top marketing agencies in XYZ location’. Based on your company page’s keyword effectiveness, your company page will show up first or last on both search results. Your goal is to identify the top-grossing keywords for your business niche and optimize your pages accordingly.
Tip 7: Create showcase pages to endorse your products/services
The beauty of having a company page is that you can make small subpages within it.
You can make a showcase page(s) to highlight your company’s values, company culture, your most recent product launches, latest service offerings, company achievements, press releases, etc.
You can also use this page to create a community for your employees to share updates and engage with each other. This might seem like a trivial exercise in hindsight, but it is good as gold on a platform like LinkedIn. After all, LinkedIn shows you 3rd connection posts that a 1st connection has liked or commented on. As such, it can mean more exposure for your company.
The idea is to get more visibility for your company without putting in the money right away. Showcase pages help you achieve this.
Tip 8: Post Actionable & High-Quality Content
Another thing that a platform like LinkedIn prioritizes is activity and engagement.
The more active your LinkedIn company page, the more engagement it receives. And the more engagement it receives, the higher your company page’s visibility will be on the LinkedIn platform. Your LinkedIn content strategy should be top of game and on-point at all times.
The trick lies in posting actionable content using a combination of texts, images, and videos as they tend to get more traction. Infographics are another fantastic option that you can explore.
If you want to direct your audience to a page outside LinkedIn – be it a company home page, service or product pages, or a blog page – make sure you put the link in the comments, not the post itself. Why? Because LinkedIn wants to keep its audience on the platform.
Hence, putting links in a comment is highly recommended. People who have found success on LinkedIn tend to engage in this practice for its meritorious reasons.
Tip 9: Use the Matched Audiences feature for Advertising
Do you want to retarget old visitors and customers who are already in your sales funnel?
If the answer is yes, then LinkedIn’s matched audiences feature is the marketing tool for you.
You can create a custom-made mix and match of highly niche audience groups for your advertisements through this feature. This ad feature allows you to upload your existing accounts and add email contacts to your target audience list. Once you configure it, LinkedIn will explicitly show your advertisements to the people who are already interested in buying your products and services.
The beauty of this feature is that it is a potent tool for retargeting. Your B2B LinkedIn strategy is incomplete without this tool. Here’s why:
Most leads do not convert in the first interaction, so you can increase your chances of converting the people you have already interacted with in the past through this tool. As such, this tool allows you to come closer to meeting your conversion goals, making it more attainable.
Formerly known as LinkedIn Sales Navigator, the LinkedIn Sales Solution is one of the best marketing tools for professionals who want to advance their B2B or B2C goals on LinkedIn. To explore the full potential of LinkedIn, you need to get your hands on this powerful tool.
Image Source: Linkedinguides.com
Here are some features of the LinkedIn Sales Navigator tool:
- Endless Searches: A regular LinkedIn account comes with search restrictions. This gets eliminated when you purchase LinkedIn’s Sales Solutions.
- Effective Targeting: While a regular LinkedIn account comes with limited features, the Sales Navigator Tool cuts through the monotony with its advanced targeting options. You can connect with niche professionals in a particular city who earn an X range of income. From income-based targeting to location-based targeting to designation-based targeting – you can explore it all!
- InMail Services: You can’t send messages to people who are not your connections on LinkedIn. But with LinkedIn marketing solutions, you can send an end number of InMails to prospects without having to add them to your connection first. Isn’t this remarkable?
- Extended Network Access: With a regular LinkedIn profile, you can see upto three of the people who have visited your profile. But with LinkedIn sales solutions, there is no cap. You can see everyone who has visited your profile in the last 90 days.
People who visit your profile generally do so because they have either discovered you, found your ads, or found your content useful. These are potential leads, so LinkedIn’s extended network access is a boon in this regard.
- Sales Tool Integration: Be it your email marketing app or any other tool, you can easily integrate your sales apps with LinkedIn once you have a premium LinkedIn Sales Solution account.
- CRM Integration: You can save the leads and accounts you are selling to, automatically, with one click. You can also log Sales Navigator activity to your CRM.
These are just some of the few features that come with a LinkedIn Marketing Solutions account. Once you have a hold of it, you can unleash many more extraordinary features that can revolutionize your LinkedIn B2B Strategy and show you how to do LinkedIn marketing – the professional way.
Tip 11: Grow Your Network & Promote your Company
When it comes to marketing your business on LinkedIn, paid advertising is not the only way.
Given LinkedIn’s reputation as a key player in the networking business, it makes sense to use it for business networking if you have not explored this option yet.
LinkedIn is all about finding your match in the professional world and building lasting friendships. Like-minded people connect on LinkedIn all the time. After all, that’s what the platform is all about!
So if you want more visibility for your company, growing your LinkedIn network and adding strategic connections can go a long way in making things happen.
That said, it does not make sense to clutter up your LinkedIn network and fill it with trivial connections who might not even respond to a message. At all costs, do not add people randomly. Do so based on the type of people you want to connect and target. Here are some examples:
- If you’re looking for business partners in the retail space, look for CXOs and company founders who do retail and add them to your network. Then start a conversation with them and bring up your company in conversation in the third or fourth correspondence.
- If you’re looking for an audience for your tech podcast, add tech professionals and repeat the drill outlined in the last point. We don’t advocate selling in the beginning because people might not be receptive to your messages, let alone open your message notification if you start with a sales pitch.
Tip 12: Join new groups & create your own
How do I choose who to network with?
How do I find people who might be interested in a business partnership?
How do I find target groups to sell your products too?
If you are plagued with these questions, it means that you take your business seriously. And for an organization that takes its business seriously, networking takes time and time costs money.
Every business communication is a time investment. So you must find the right people. There’s no better way than to find relevant like-minded people than LinkedIn groups.
On targeted LinkedIn groups, you can find people looking for a service or a product you might be selling. For example:
- If you’re a company that sells feminine hygiene products, you can join LinkedIn support groups for women who actively share their stories.
- If you’re a company that sells sports shoes, you can join sports club fan groups on LinkedIn and engage with people and post your ads.
- For a company that wants to find business partners, you can join a LinkedIn group or community of CXOs and talk about your brand. It won’t cost a dime!
Another thing that you can do is start your own LinkedIn group.
Starting a LinkedIn group means added responsibilities and time investment. It is an exciting alternative you can explore if you have the time. You will need to build a LinkedIn group from scratch and put in the time and the resources to grow this community.
If you’re not a company who can gain directly from building a community, we do not recommend it. However, if you run a blog or an online publication, and need a vibrant audience of readers, it might be a practical solution for you. To evaluate your business needs before you even think of starting a group.
Tip 13: Track and Monitor your Activities with Analytics
There are several ways to drill down into your audiences’ preferences and behaviours on LinkedIn. You can use various LinkedIn features, such as:
LinkedIn Company Page Analytics: You can use LinkedIn’s in-built analytics tool for company pages to monitor and optimize your LinkedIn Page performance. It will show you detailed demographic data of your followers. It helps you identify those content types that receive the most engagement, thus showing you what types of posts to prioritize.
LinkedIn Campaign Manager: You can use this tool to track the performance of your paid advertising campaigns. Once you know which of your posts is enjoying the most traction, you can follow the same approach and redact the practices that are not reaping the rewards. You can also manage your ad spend on each campaign and measure results.
Image Source: Marketingland.com
In this blog, we have shown you how to use LinkedIn for business marketing by highlighting actionable tips that you can easily follow and implement in your LinkedIn marketing strategy.
From making a complete company page to drafting an effective LinkedIn content strategy to networking and using paid tools on LinkedIn – many things go into making your LinkedIn B2B Marketing a success. We hope that we have bridged the gap between you and your conversion goals through this post. Let us know your thoughts by leaving a comment below!