LinkedIn has come a long way from the days of being a job search site. Nowadays, it’s a good place to see and be seen, exchange ideas, and build businesses. Of course, building a business on LinkedIn requires a lot of work, especially since there are fewer forms of advertising. But with the right planning and a good LinkedIn marketing strategy, nearly any business can grow through LinkedIn activities.
But how do you form a LinkedIn marketing strategy? It’s surprisingly easy if you know and implements these tips. Then, you can watch your business get better all the time.
LinkedIn Marketing Strategy Tips for Company Pages
If you want to grow your business on LinkedIn, it’s important to make a good first impression. Then, you can project your brand message much more effectively. Being heard above the noise of everyone else is, of course, key.
1. Define Your LinkedIn Marketing Goals
If you don’t know what you want in terms of marketing, then there’s a chance you’ll get very little benefit from your efforts. This is the same principle that we see in other aspects of life and business: simply seeing what’s available, and for what price, is informative but it generally won’t lead you to the buying decision. Instead, you have to narrow down your options before picking the right product. For marketing, it’s worse: spending all that money and not getting what you need.
So, rather than expending all the time and money to proceed without a plan, make sure you create campaigns that work towards your goals. For instance, you might want to boost brand awareness. Or, you might need to show that your company is a great place to work so that more people will apply to your open jobs. And of course, if you have a B2B brand, then there’s a good chance you’ll want some sales leads.
Further Reading: LinkedIn Lead Generation Secrets Every Business Must Use
2. Know Your Target Audience
Who is your buyer persona? Are you chasing company executives, or is your brand focused on rank-and-file employees? For instance, selling expensive factory machinery requires attracting the attention of factory management. On the other hand, if you run a business travel company, then your audience can be any level of manager who goes on business trips occasionally. Still another company might be looking for professionals with a certain level and type of education because those are the people you want to recruit for jobs. Either way, know who to target and set your ad campaign up accordingly.
Here’s a real-world example. A lot of hospitals are dealing with a nursing shortage right now, which is only made worse by the COVID-19 pandemic and its healthcare worker burnout. So, this hospital has posted recruitment ads on several social media outlets, including LinkedIn and Facebook. Unfortunately, they’re probably spending a lot of unnecessary money, because many people without any medical training at all are seeing the ads for nurses. The defined audience is most likely adults under a certain age, and located in their area, without an indicator of medical background.
3. Optimize Your Company Page (or Profile)
As they say, the first impression is most important. For that reason, you want to make sure that your LinkedIn presence is something that introduces your company and puts its best foot forward. For instance, you’ll want to include your company logo, motto, and other branding. This way, people will look at the page and know it’s an authentic company page. In an era where many companies have similar names, this is a very important part of your LinkedIn marketing strategy.
Here’s another thing to think about: keywords. People search for company names and locations, so make sure it’s easy for people to find your company page. For people who are building a professional brand, many of the same principles apply to individual profiles. In this case, you’ll need to have a good headshot that puts your best foot forward. I have more tips for individuals here.
Further Reading: How to Create a Killer Company Page on LinkedIn in 12 Easy Steps
4. Implement a Content Strategy and Calendar
Another critical aspect of your LinkedIn marketing strategy is always content. That’s because the content is what makes people want to follow your profile or page, rather than just browsing and leaving. This is a good place to show what your company is really like. For instance, some of your content can be focused on corporate citizenship: how much does your company contribute to the community. Or, you can post about your latest product release.
Whatever you do for content, make sure that you have a plan. For most people and companies, this means having a clear strategy. The last thing you want to do is be inconsistent with what you post, and how often. You don’t want to send mixed signals through your content, either. To avoid most of these problems, you can make a content calendar. This lists the topics and types of posts for every day you want to post content over a year. Then, you only need to create the content and post it at the appropriate times.
5. Create and Share Useful Engaging Content
Of course, simply posting content isn’t enough to ensure that it’s effective. Your LinkedIn marketing strategy should ensure that the content is engaging and useful. While you can’t do this for every piece of content, one option is using LinkedIn as a blogging platform. In this case, you could talk about your products and how to use them, or how to choose between one and another. Consumer education is a really important part of marketing, and it’ll probably remain that way for the foreseeable future.
Not everything needs to be educational, though. Some work-appropriate humor is always welcome, especially on Friday or during the times when most of your target audience will be busier than usual. Or, you can spark a friendly discussion through your posts. And sometimes, curating content from other sources or recycling posts is a good option. Whatever you choose, make sure that it’s useful and engaging.
6. Use Images and Other Media in Your Content
We like the written word here, but that shouldn’t be the only aspect of your LinkedIn marketing strategy. Instead, feel free to post pictures or other media. A great way to do this is by posting videos about your company’s mission or giving a virtual tour of the factory floor. Likewise, sharing some pictures of the workday or a company event can be highly effective. The idea here is to make a connection between the company and its LinkedIn followers.
You think no one would be interested in checking out your factory? Think again! Check out this video of a jelly bean factory to give you a feel for content that you might think is boring yet others might enjoy.
7. Use Hashtags
Most of us don’t think about hashtags on LinkedIn, because there are so many other ways to differentiate content. However, hashtags are an important addition to your LinkedIn marketing strategy because they can help people find your company page and its content. For example, someone might be looking for a construction company in your area, and with the right hashtags that becomes much easier.
8. Get Your Employees/Team Involved
Sometimes, bringing your LinkedIn marketing strategy out of the corner office is beneficial. That’s because employees and other members of your management team have a stake in the company’s success: if a company is doing poorly, there can be layoffs and reduced bonuses. For that reason, I’ve argued that employee advocacy and employees as influencers are great ways to promote your company. Besides, the employees can help build rapport with your audience.
9. Reach Out to Influencers and Industry Leaders
Another important part of a complete LinkedIn marketing strategy is working with influencers. While you might not want to do this right away, in the long term, influencer marketing is a must. To make a successful campaign, be sure to forge those relationships early in your overall marketing efforts. This way, influencers will be more likely to help you when the time comes. Remember, influencers lend their reputation to your brand, so this requires a degree of familiarity.
Further Reading: Who are LinkedIn Influencers – and How to Become One
10. Study Your LinkedIn Analytics
As you post content and get feedback from it, you need to watch your analytics. You can get these numbers both through your LinkedIn account and also by using a social media dashboard. As a rule, I recommend you have a dashboard that covers all of your social media networks of choice.
However, successful LinkedIn marketing requires more than just looking at your statistics. Instead, you need to analyze those numbers, draw conclusions, and adjust your LinkedIn marketing strategy to improve your numbers over time. Generally, this means taking advantage of opportunities and reducing vulnerabilities. You’ll also want to keep doing those things that work best for your company.
Further Reading: The Top 25 LinkedIn Statistics for Business in 2022
11. Include LinkedIn Ads in Your Campaign
Limiting your brand to free resources on LinkedIn is unlikely to maximize your opportunities. While there’s no question that free publicity through organic content and other tools is a good thing, sometimes advertising is the best thing you can do. LinkedIn ads help you reach segments of your audience that have never heard of your business. One example of this could be the hospital I spoke about earlier: they were recruiting slightly outside of their immediate area and in the territory of a much larger hospital. They are, therefore, reaching potential recruits who might not have applied otherwise.
Another reason to use LinkedIn Ads is that people often know about your business, but aren’t familiar with your products, and who don’t follow your LinkedIn account. With advertising, you can reach out to these members of your audience without having to guess: the targeting information you put into the ads dashboard will find them for you.
Additional LinkedIn Marketing Strategy Tips for Personal Profiles
Of course, LinkedIn’s roots as a job searching website are still in evidence. Many professionals build their personal and professional brands using LinkedIn. And in turn, individuals need a type of LinkedIn marketing strategy if they want to use the network to find opportunities. This way, each person can stand above the crowd in a particular way.
12. Grow Your Network Strategically
Whether you’re looking for a new job or want to widen your circle, it’s important to be strategic about expanding your network. True, most of us have some old classmates and other personalized contacts in our networks. But it’s also important to add people that are a little bit outside of your social circle. Because, as the saying goes, sometimes it isn’t what you know, but who you know.
One of the best ways to expand your network is with introductions. This is where a member of your network introduces you to a member of their network. With introductions, you can get a chance to add someone to your network without the risk of having that person tell LinkedIn they don’t know you. Remember, too many of those and you can have your account restricted. However, an introduction it’s similar to meeting someone through a mutual friend or acquaintance at a conference.
13. Engage with Your Connections Content
It’s one thing to be a member of someone’s network, and another to interact with them online. When you engage with content, you let other people see that you’re there. And in some cases, potential contacts see how you think and what ideas you have. Plus, there’s a better chance that your connections will reach out if they need something that you provide. Being top of mind works well for individuals, not just companies.
14. Build Relationships
As you expand your network, make sure you build a relationship with your connections. There’s more to this than engaging with content. Instead, reach out and message your new contacts occasionally, and see how they’re doing from a business perspective. This way, you’ll get to know people much better. This is one of the best LinkedIn marketing strategy moves for individual branding: as people know you better, your brand will emerge. Then, you’ll be able to set the stage for further interactions.
Further Reading: Top 10 Ways How to Get More Connections on LinkedIn
15. Use a CRM to Manage Relationships
Finally, as your LinkedIn network grows, you might find it advantageous to use a CRM. If you’re an individual, a free CRM is probably good enough, because you only need the basic features. On the other hand, if you’re the head of a business, or also running a business account, then you might be better off with a paid one. Either way, choose the CRM that helps you keep track of and manage your relationships on LinkedIn. This way, nobody will fall through the cracks.
As with so many other things in marketing, it’s important to use LinkedIn strategically. In particular, a high-quality LinkedIn marketing strategy will help you and your business grow your network, get sales leads, and make the most of your network. This way, you’ll maximize the benefits of your work on LinkedIn, both as an individual and a business.
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