The Ultimate Marketing Guide To LinkedIn For Business

With its 500 million users across 200 countries, LinkedIn has proven to be a mandatory platform for B2B marketers. The users are engaged with the social network -- with one in three professionals worldwide having a LinkedIn account and 49% of key decision makers using LinkedIn for business purposes. LinkedIn is a network your business simply cannot afford not to be on - and with that in mind, here is everything you need to know to jumpstart your presence on this growing social media network:

Why LinkedIn Is A Must For All Businesses

Are you still one of the few businesses who doesn't have a LinkedIn presence? Might be time to improve your marketing tactics and include LinkedIn in your campaigns!

1. It's the #1 platform for B2B marketers

LinkedIn remains the leading channel for B2B marketers to distribute content at 91% (% of B2B marketers who use various social media sites to distribute content), with Twitter coming in at second place (85%) and Facebook at third place (81%).

With half of the users being more likely to buy from a company they engage with on LinkedIn, it's evident that every business should establish their presence on the social network. Did you know that a whopping 80% of LinkedIn members want to connect with companies mainly because those connections provide them opportunities to enhance their professional decision-making?

2. To attract the best talent

LinkedIn is the go to network of fresh graduates who seek to kickstart their career. The social network currently has 40 million students and recent college graduates registered with the intention of finding their first job. 

Because of LinkedIn's job ad feature, it has become a job portal with an increasing number of recruiters using the platform to find potential candidates using LinkedIn search.

Find Jobs On LinkedIn

3. To build your connections

LinkedIn for business is all about growing your network. Whether you are a business owner or an employee, expanding your network is always a good thing since you never know when you may need to collaborate with anyone in your network. Utilize the network's Advanced Search feature (available on the right-hand side of the Search page) to find people and build lasting relationships with professionals in your industry.

Use The Advanced Search Feature To Find Connections On LinkedIn

Tips On Promoting Your Business On LinkedIn

1. Create a Company Page

Company Page helps LinkedIn members learn about your business, brand, and job opportunities. Any LinkedIn member can follow a Company Page. The Wells Fargo LinkedIn Company Page, for example, has almost 600,000 followers, posts regular updates, and tells people about their company, job opportunities, the culture of their company (which is intriguing to prospective employees), and more.
 
Example Of A Great LinkedIn Company Page

Advantages of a LinkedIn Company Page

a) It showcases your company as a whole and not just you as a business owner. 

b) Your employees indirectly promote your brand thus becoming company ambassadors.

c) You can measure the effectiveness of your marketing campaigns.

d) Serves as a platform to promote your most important news.

e) Showcases your services and makes it easily searchable for potential clients needing them.

Need tips on perfecting your LinkedIn Company Page to provide your audience the best possible experience? Check out this blog we wrote on How To Optimize Your LinkedIn Company Page.
 
Social Report LinkedIn Reporting

LinkedIn Company Page Tips and Strategies

i. Show your unique brand personality

For a LinkedIn company page to be worth visiting by a user, it has to be interesting. After all, why else would anyone spend time going to your company profile, right? Be creative with your visuals and make sure to be consistent with your brand personality when posting content. 

ii. Have your employees follow your company page

Your employees are your indirect brand ambassadors and your best resource in growing your audience. Make sure that all employees follow your company page as it will definitely expand your reach tremendously. Adding your Company Page to their personal profiles will automatically make them followers and enables them to easily share company updates.

iii. Provide regular updates and engage with your followers

In order to grow your audience, you need to regularly post interesting articles or company updates. Be consistent with your posts and regularly rotate different kinds of content to keep things interesting. Always include a call to action as well to initiate engagement and make sure you respond accordingly. Check out this infographic for content that performs well on LinkedIn:

Best Types Of Content To Post On LinkedIn

2. Expand your reach with LinkedIn Groups

Now that you've got your Company Page up and running, the next step is to expand your LinkedIn reach with LinkedIn Groups.

LinkedIn Groups provide a place for professionals to network, share content and ideas, recruit talent and look for work, and establish industry expertise. Many businesses and professionals join groups that align with their business goals and objectives. 

To join a group, simply use the search feature at the top of your homepage or view suggestions of groups you may like. You can also create a new group focused on a particular topic or industry. For example, here is the Digital Marketing group on LinkedIn:

Benefits Of Joining LinkedIn Groups For Companies

Advantages of LinkedIn Groups

a) If you are an active participant, Groups can help you and your business network with other professionals and businesses in your field.

b) Groups also help build your company’s online reputation by sharing valuable information relevant to your industry.  

c) For B2B marketers, LinkedIn Groups can help you get more eyes on your content, and get constructive feedback from other professionals in your field.

d) Groups can help you gain insight into your target audience. Joining Groups with your target audience allows you to see what kind of information they deem valuable and worthy of sharing.

With over 1.6 million existing Groups out there, finding the right ones for your business may be difficult at first. Below are some tips that can help you make the most out of LinkedIn Groups:

LinkedIn Groups Tips and Strategies

i. Join groups that are relevant to your industry or profession

The Discover feature identifies existing groups on LinkedIn that may interest you based on your skills and experience. You may utilize this to find groups that may be relevant to you and your brand.

If you want to search manually, you can use keywords and search Groups in the directory. For example, to find a group that focuses on social media marketing in New York, type “social media marketing New York” into the search bar, then select "Groups," and you’ll find a whole list of related groups you can join. Just make sure to take note of the last activity date in the group since you want to spend your valuable time on active Groups only.

Searching For Groups On LinkedIn

ii. Share your company’s content in Groups

Participate in the group discussion and if you find something that you may have already written on your company blog, share it so other members can view it thus increasing traffic to your website. Being an active contributor not only makes both your profile and your Company Page more visible, but it can also help establish you and your company as thought leaders. Just make sure the content you are sharing provides value to others in the Group - this is not the place to share promotional content.

iii. Engage with other Group members

Shamelessly plugging your own content will easily annoy people and will have a negative effect on your brand's image. Be sincere in helping others, ask questions and build good relationships. If necessary, share 3rd party content that you think others may find helpful. Do not promote your company every chance you get and only share your own content if it's relevant to the topic. The idea here is to network with others, build relationships, and over time demonstrate to others in the Group you are an authority figure in your industry.

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