A high number of B2B marketers use LinkedIn to generate leads and distribute content. Meanwhile, according to the platform, up to 46% of social media traffic comes from their site.
With Microsoft finally doing something about their acquisition of the platform, now is the perfect time to utilize Linkedin to boost your digital marketing strategy. If you don’t know where to start, here are 8 tips and for better business marketing on Linkedin.
1. Create a Professional Profile
Although the majority of your marketing initiatives will be done on your company page, there’s a big chance prospective clients will want to view and connect with your personal profile. Linkedin is a social network after all.
Whether you're CEO or a social media manager, profiles are where first impressions about your brand are formed. To make sure profile viewers develop a positive impression, make sure your profile is complete.
Provide details about your current position and location along with a complete history of your educational and professional experiences. Upload a professional headshot and a visually appealing header image, and don't forget to add new skills, achievements, and experiences consistently.
2. Do the Same for Your Business Page
Once you optimize your profile, do the same for your business page. Your Company page should have all the information necessary for customers about your brand, your employees, and the work you do. It should contain information that would make it easy for prospects to find you and connect with you like your location, website, and other online real estate connected to your brand. Like your profile, make sure the information on the page is constantly up to date.
For more insights on optimizing your Linkedin Company page, see our comprehensive article here.
3. Clearly Define Your Audience
A key element in any marketing initiative is a well-defined audience. It will be difficult to create goals and plan a marketing strategy without a clear image of your target market.
To learn more about your current audience, Linkedin's native analytics tool is a great place to start. There you can find metrics about post engagement, demographics, activity on your page, so you can see who your audience is and what makes them tick.
If your Linkedin following isn't particularly large, utilizing an all-in-one social media analytics tool can help. Social Report makes it easy to view key metrics about your entire audience base by allowing you to pull data from all your other social networks and websites and analyze them in one place.
4. Grow Your Following
Growing your following is an effective way of increasing the organic reach of your marketing initiatives. The more followers you have, the more likely it is for your posts to be seen.
One of the easiest ways to grow your following is to connect with your employees. They are already affiliated with your brand and more likely to share your content with their followers. You can also encourage customers or fellow-business owners you are familiar with to become followers.
If you’re serious about growing your followers on Linkedin, don’t hesitate to promote your page in your newsletters or email blasts. Along with your other social accounts, include a Linkedin follow button on your company page or blog to make it easier for visitors to find and follow your page.
5. Publish Relevant Content
Once you have identified and grown your audience, you need to keep them engaged and familiar with your brand. Your first thought might be to your audience with your brand’s promotional content, and you wouldn’t be mistaken.
However, to get your Linkedin followers' likes, comments, and shares you must publish content that not only resonates with them but also genuinely helps them. Linkedin is a social network that focuses on professionals, so try to create original content that helps people do their jobs better, provides insights about their industry, and answers their questions.
6. Share Valuable Content
While you want to create and publish original content, it is a good idea to utilize content from the thought leaders in your industry. Whether sharing digital marketing tips from Neil Patel or news about trending technology from TechCrunch, there’s a ton information that your followers can find valuable, and your brand can be the one to bring it to them.
7. Linkedin Groups
One way to increase the value of Linkedin for your brand is to join Linkedin Groups. A group is a place where professionals share content, information, and insights about a particular industry, so it’s a great place to build your knowledge and expertise. It is also a great place for you to ask questions about your niche, connect with business contacts, and establish your brand as an expert in your field.
Be sure to share your original content in the group. However, don’t forget to comment or start discussions on other people's posts as constantly engaging with other members of the group can increase the visibility of your brand and help establish your credibility in your industry.
8. Linkedin Advertising
If you find that a few of your original marketing content is getting high engagement from your followers, you may want to consider paid advertising to give it an extra boost.
One way to do this is through Linkedin’s Sponsored Content feature, which allows you to advertise content to a wider audience. You have complete control of your audience using Linkedin’s targeting tools, so you can only show to people who are interested in your company or industry.
Similarly, you can try Linkedin's self-service ads or managed campaigns. Whether it’s increasing brand awareness or simply increasing your post’s reach, always remember to clearly define the goal of your ad campaign to make the most of your spending.
Linkedin is a great place to market your business and connect with professionals in your field. Backed by an industry pillar like Microsoft, both B2B and B2C companies could find great value now and in the future by bettering their strategy on the platform. Remember to use these tips to springboard your marketing initiatives on Linkedin for 2018.